Overview of Search Engine Marketing

1. Search Engine Marketing
Search Engine Overview
Organic Search
Paid Search
Local /Social Search
Google Analytics

2. Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
•
Started Internet Career in 1994
•
The Journal News
• Online Marketing Director, 1996 – 2000
• Launched first web sites
•
Wahlstrom Group, Stamford 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
•
Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506

3. Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
Clients include:
First Capital Corporation
AutoNation
CBS New York
Invisalign Braces
Westchester County Association
Stark Office Suites
Digiscribe Intl
Green Chimneys
RTK Environmental
NERAK Systems
Clubs Galore
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506

4. Search Engine Marketing (SEM)
Overview
“ …the promotion of websites by increasing their
visibility in search engine results pages (SERPs)
through optimization (both on-page and offpage) as well as through advertising (paid
placements, contextual advertising )”
- Wikipedia

5. Search Engines Audience Share
Google Share: Approximately 67%
Audience Share by Engine
Google
Yahoo
MSN
AOL
Ask

6. Search Engine Marketing (SEM)
Overview
A strategic, integrated approach to marketing via Search sites.
1.
Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
Algorithmic, crawler-based search approach
Website Content, Architecture, Coding, Links, Web “footprint”, Authorship
1.
Pay-per-Click (PPC) – Paid Search
Keyword position control, result-oriented
Bid for Position, Pay-per-Click
Syndication Networks – Google, Bing
Brand Protection, Message/Position Control
2.
Local /Social Search
Local Profiles – ex. Google+
Directory Citations
Review Management
Intersection with Social Media

7. The Evolution of Search Engines

8. The Evolution of Search Engines:
Universal Search 2007
Video
News
Wikipedia
Images

9. Universal Search: changing our
page scanning patterns
Source: Enquiro Research, August 2007

10. Search Engine Optimization
Overview

11. Search Engine Optimization –
Success Criteria

12. Keywords: Search “DNA”
•
•
•
•
Determine 3-5 top phrases for your
entire site
Determine 2-3 top phrases for each
page
“Westchester NY accountant” is
better than “accountant”
Go with your gut but do your
research…

13. Keyword Research Tools
•
Google Keyword Planner
•
SEO Book • http://tools.seobook.com/keyword-tools/seobook/
•
WordTracker.com –
• https://freekeywords.wordtracker.com
•
Wordstream.com –
• http://www.wordstream.com/keywords

14. SEO Coding: Page Titles
•
•
•
•
•
Every page should
have a unique title
built around target
term and content for
that page
No more than 55
characters
Important keywords
at the beginning
Keep it short,
attractive and
enticing.
Will often be used as
the page’s bookmark

15. SEO Coding: Meta Descriptions
•
•
•
•
•
Every page should
have a unique
description built
around target term
and content for that
page
No more than 175
characters
Incorporate important
keywords
Entice searcher to
read & click
Will often be used as
the listing’s snippet

16. Website Copy
•
No text graphics
•
Users come first
•
Descriptive
•
Location, location, location.
•
PHRASES not WORDS
•
Plural, tenses, ings, etc.

17. Help for the “Dumb” Search Engine
No keyword phrases
Keyword phrases that make
sense

18. Links: A Deciding Factor
•
More difficult for web site owners to manipulate links than their own pages
•
Major component of Google, also used by nearly everyone else, to some degree
•
A few links from quality sites are better than hundreds of links from bad sites
•
Provide a reason for linking; report, data, free giveaway, etc.
•
Social Signals!

19. What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are
most relevant to the searchers query. This is determined by:
• Content – theme/topic, page text, coding, navigation, alt tags, etc.
• Site Performance – does it load quickly? Can spiders “crawl” the site
• Site Authority – Do other sites link to it? It is being discussed in Social
circles?
• User Data – do visitors stay long? How many pages do they visit? Do they
return?
• Site History – has the domain been active long? Is it “clean”?

20. SEO Principles:
Building Blocks

21. Periodic Table of SEO Factors

22. Paid Search: Google AdWords

23. Google Search Results
Call Extensions
Location Extensions
Ad Extensions

24. AdWords Interface

25. Benefits of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
Quick Results
Budget Control
Directly affect Ranking
Syndication Network:
NY Times
AOL
Ask
Thousands of others
Great for Testing; Online focus group
Brand Protection
Measurable!

26. Disadvantages of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
Keyword prices
Up to $25 - $50 Cost-per-Click (CPC) in some categories
Average CPC: $2.50 - $4.00
Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc.
Average CPC down 5% - 10%; Google Enhanced likely to change that
Need to commit fair budget/campaign trial time
Requires ongoing attention; “set it & forget it” is a recipe for failure
Google defaults make money only for Google
Buyer Beware: unprofessionalism is widespread
Misleading promises
Marketer should own accounts

27. Local Search: The Evolution

28. Local Search: Why is it Important?

29. Local Search: Why is it Important?

30. Organic/Paid vs. Local Search
• Location, location, location
• Organic/Paid search = “the what”
– Nike running shoes
• Local Search/Paid Search = “the what” & “the where”
– Nike shoe store White Plains

31. Local Search: SEO

32. Local Search: Reviews

33. Google+ Page

34. Local Search: SEO

35. Local Search: Reviews

36. What is a Citation?
A citation is a mention of your business on the web, typically in the format of Name,
Address, and Phone number. This is called your NAP.

37. Conflicting Data Causes Confusion at Google
Primary listing

38. 2013 Local Search
Harmful Ranking Factors

39. Listing Resources

40. Listing Resources

41. Keys to Local Success
• SEO - Location Keyword In Title Tag And H1 Tag
• NAP - business name, address and phone
number.
• Local Phone Number
• Claim Your Citations
• High Quality Backlinks
• Links From Local Websites
• Google+ Local Page
• Reviews
• Mobile

42. Search Marketing: Measuring Success
with Google Analytics

43. Analytics Code

44. Analytics Tracking: Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en

45. Reviewing Your Data – Report #1

46. Reviewing Your Data – Report #2

47. Reviewing Your Data – Report #3

48. Reviewing Your Data – Report #4

49. Reviewing Your Data – Report #5

50. Google Webmaster Tools
•
•
•
Diagnose potential problems
– Crawl info
– Website content
See how your site performs
– Top queries
– Indexing information
Share info with Google about your
site
– Submit a Sitemap file