Search Marketing 101: The basics of getting your business found. Search Marketing 101: The basics of getting your business found Where do you go first for information? Google? So do your customers. What are they searching for when they need a product or service like yours? Harnessing the search stream and catching people during their decision-making process is key. This presentation includes: • What search engines see and care about when they are on your site • How to link your business to relevant sites and directories • How to improve your site to gain more traffic – and how to know if it’s good, quality traffic. • What kind of content you should put on your site • How to integrate marketing efforts, including social media, into an online strategy • Basics of pay per click advertising strategies • Tips on developing keyword lists and key phrases

1. OX I E M | C O LU M B U S & S P R I N G F I E L D | T: 8 6 6 . 4 3 2 . 8 2 3 5 | OX I E M . C O M

2. Engaging Branding | Top Technology | Easy Manageability
> Sites that perform & convert visitors to customers
Holistic Web Marketing | Organic + Paid + QOV Metrics
> Continually-managed, for traffic and conversion
Connect | Convey | Converse With Audiences
> Active dialog that creates a bond and advocacy

4. Source:
comScore,
Jan. 10

5. Source:
eMarketer,
March 09

6. Source:
Society for New
Communications
Research,
March 09

7. Source:
Sapient
Interactive,
June 09

9. PAID
ORGANIC

10. • SEM
• Search Engine Marketing
• Integrating search engines across multiple aspects of your marketing strategies
• PPC
• Search Engine Advertising
• Using Google Adwords, Yahoo Search (CPC), etc.
• SEO
• Search Engine Optimization
• Optimizing content to appear high on search engine rankings
• SMO
• Social Media Optimization
• Optimizing your social media content to appear high on search engine rankings

11. • Algorithm – A mathematical formula used by search engines to determine which web
sites in their database to present in search results, in which order. While search engine
algorithms change regularly, primary on-page factors include keyword density and
source code optimization. The primary off-page factor is link popularity.
• Bounce Rate - Any visit where the visitor landed on any one page and did not view
another, regardless of how long they remained on the one page
• Conversion - A site visitor completes a desired action. Generally a download, signup,
purchase, etc.
• Inbound Links - A text or graphical hyperlink from one site to another. Google and
other search engines’ algorithms consider a site’s popularity based on the quality and
quantity of inbound links from relevant third party sites to help determine search
positioning.

12. • Landing Page - The page that appears when a potential customer clicks on an
advertisement or a search-engine result link. The page will usually display content that
is a logical extension of the advertisement or link
• Pay Per Click - System where an advertiser pays an agreed amount for each click
someone makes on a link leading to their web site. Also known as CPC (Cost Per Click)
or paid listings.
• Rank - How well a particular web page or web site is listed in a search engine results.
Generally, sites on the first page (or within the first 10 listings) generate significant
visibility and traffic. Overall, saying a page is "listed" only means that it can be found
within a search engine in response to a query, not that it necessarily ranks well for that
query. “Rank” is also referred to as “position”.
• Unique Visitor – Is a visitor that interacts with a site. They may interact more than
once, but within analytics reporting, they are only counted one time.

13. Target Traffic
Generated
Quality of
Conversion
Visit

15. • Cost efficient requiring mostly time & expertise
• Once achieved, results tend to be long lasting
• Typically higher quality traffic (Page-views, Time-on-site, Bounce rate)
• Deeper keyword results depending on the keyword list

16. On-Page Off-Page
Optimization Optimization
• Keyword rich text • Solid keyword list
• Headings • Linking strategies
• Title tags • Anchor text
• Meta tags • Directory submission
• Calls to action • Keyword focused links
• URL structure • Social media!
• Internal linking
• Much more!

17. Building a Keyword List
• Think like a customer
• Include spelling mistakes and variations
• Include plural and singular versions
• Cast a wide net. Refine, refine, refine.
• Long tail theory
Tools:
adwords.google.com/select/KeywordToolExternal
freekeywords.wordtracker.com
websitegrader.com

18. Use Your Keywords Intelligently
• Use your top keyword phrases often in your site copy
• Use keyword text, not images for your site's navigation
• Use keywords in textual links. Not “click here” but “read our blog on cakes”
• Use keywords in page titles

19. Key to Success: Fresh, high-quality content!
Tactics:
• Blog
• Whitepapers
• E-books
• Sharable content on your website

20. Title Tags
Title tags are the descriptions located at the top of the visitor’s web browser, and
they’re a strong indication to Google what each page is about.
Heading Tags
Heading tags are typically the biggest lines of text found toward the top of each page
H1 H2
H3
H4

21. • Google.com/LocalBusinessCenter
• Local.yahoo.com
• Yelp Business Account
• Superpages.com

24. • Highly Targetable – Geotargeting targets searchers where they are
• Highly measurable
• Cost-effective when managed – pay only when a user clicks your ad
• Ability to daypart
• Ability to land users on keyword specific landing pages
• Multivariable testing to determine which ads are working best
Visit Google.com/AdWords to test a campaign

25. Tips
Relevant
• Get creative with keywords – think in the mind Keywords
of the searcher
• Create keyword specific landing pages Engaging Landing
Ad Text Pages
• Use ad copy that is clear, well-written,
specific, and compelling
vs.

26. • Take a quiz!
• Fill out a form
• Ask a question
• Watch a video
• Download a brochure or
whitepaper
• Request more info

31. TRADITIONAL SOCIAL SEARCH ENGINE
MARKETING MEDIA OPTIMIZATION
WEBSITE

32. Traditional
Marketing
Search
Social Media Engine
Optimization
WEBSITE

33. • Integrate your top performing keywords
• Outbound Links – Link to others in your posts
• Offer RSS & Subscriptions buttons
• Headlines, Tags & Categories
• URL Structure
• www.yourblogsite.com/?p=123
• www.yourblogsite.com/2007/01/01/blog_entry_title_here
• Download the “All in One SEO” Pack for Wordpress

34. • Make sure you’re linking to your website in all profiles!
LinkedIn links
Facebook Fan Pages
Twitter bios
Delicious, Digg and other social bookmarking profiles
• Integrate keywords in your bios
• Use bit.ly to track and measure all links you are sharing

35. Remember, good content gets shared.
Are you making it easy for viewers to share?
Top Sites to Consider:
• Delicious
• Digg
• Technorati
• Facebook
• Twitter
• Google Buzz (maybe)

36. • Google’s local business Center
• Google AdWords Keyword tool
• Yelp
• Free directory listings
• Paid inclusions

37. Bill Sterzenbach | bsterzenbach@oxiem.com
@bsterzenbach
Crystal Olig| colig@oxiem.com| 614.448.1812
@sparklegem
@oxiem facebook.com/oxiemmarketing blog.oxiem.com
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