Sydney based business coach Mike Reddy shares thoughts on ways small businesses can be more successful in search engine marketing.

1. Search Engine Marketing
for Small Business
Presented by Mike Reddy
CA

2. What Is Search Engine Marketing?
o Marketing is about creating an
awareness
o Any online marketing activity
– Organic listings
– Pay per click
o This presentation will focus on the
pay per click area
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3. The Importance Of
Being Online
o If you are not online you are out of sight
o More demand means more opportunity
o More people than ever before are searching online to
solve their problems
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4. Google Focus
Google will determine your level of success
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6. Know Your Market
Know these three things about your A-type
customers:
o Their location
o Their problems
o Their pain points
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7. Location
o Only pay for where you
do business
o Great news if you rely
on local traffic
o Focus initial marketing on your key geographic area
– Suburbs or postcodes that are most likely to contain
your A-type prospects
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8. Think Problems
o Prospects are thinking about their problem
o Consider words that describe their problem
o "Dealing with back pain" is likely to be effective yet
cheaper than "chiropractor”
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9. Customer Pain Points
o Consequences of not acting on their pain
o People move away from pain faster than
they will move toward pleasure
o “You may be paying $500 too much"
gets more than twice the response of
"save $500"
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10. Understanding An AdWords Campaign
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11. Understanding An AdWords Campaign
o Number of clicks refers to the number of times
someone clicks on an ad
o Cost per click determined by a number of
important factors
– An auction
– Relevance
– Bounce rate
o Don’t mislead visitors
o Average position shows how
far down the list your ad is
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12. The Landing Page
o Common mistake is to
direct all enquiries to
home page
o Relevance of your URL
o "Roses for Valentine's Day" more costly if directed to
abc.com.au/home than abc.com.au/valentines_day
o Ensure keywords relate to the URL
o Include the term in your main headline
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13. The Landing Page
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14. Why Use Paid Advertising
o Immediate
o Warmer prospects
o Location
o Scheduling
o Flexible
o Track your “Return on Investment”
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15. Learn From Your Competitors
o Software can provide a lot of information about
competitors
o http://www.SEMrush.com
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16. Eg. Florist
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17. http://www.semrush.com
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18. Positioning Of Your Ad
o Google's research used to show little difference in
position of ad
o “Site links" is changing that
o Select additional keywords and link them to particular
landing pages
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19. Eg. Florist
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20. Remarketing
o Visit a website and receive a cookie
o Appear for pre-determined time
o Dealing with a prospect who knows a bit about you
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21. Remarketing
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22. Remarketing
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23. Google Places
o Businesses are conveniently
marked on a map
o Option to pay
o Great if you rely on foot traffic
o Must deserve to be there
o Google+ page
o Google review
o Same address and phone number
everywhere
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24. The Importance
Of Directories
o Linking is good
o “Link farming“ is bad
o Have quality links
o List with reputable directories
o Consider paid-directories
o Include contact details
o Don't underestimate the value of paying for something
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25. Tracking Codes
o Google analytics and Google
Adwords provide you with
information
o Click-through isn’t always enough
o Tracking codes are free
o Insert tracking code on a
webpage that confirms desired
action
o Best evidence that marketing
worked
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26. Long Tailed And Negative Keywords
o Include "buy" words
– Use "cheap Fiji holidays" as well as
just "Fiji holidays"
o “Valentine days special” include
misspelt words such as “Vallentine”
o Include negative keywords
– "DIY" or "how do I install"
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27. Responsive Websites
o Inexpensive to
o Recognise the type of device
o Easily navigated
o Visitors won't pinch and
upgrade
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and render website to fit
squeeze to read

28. Readability
o Use friendly fonts
o Many use smaller
screens
o Baby boomers need
larger fonts
o Use various media
o Bullet points and bolding
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29. Facebook
o Can be cost-effective
o Very focused
o Use your own emailing list
o Present your message to
customers
o Powerful way of marketing
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30. All Marketing Needs A Plan
o Best results come from planning
o Understand customers, competitors and your
Unique Core Differentiator(s)
o Marketing strategies need to be integrated
o Invest the time in a planning session
o Involve experts – It pays off
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31. Continuing Improvement
o No holy grail
o Create content
o Analyse
o Research keywords
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32. Summary
o SEM is fast
o Know your value proposition
o Resourcing
o Know your goal
o Decide a budget
o Keywords
o Increase your reach
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33. Special Offer
o We will analyse your top performing
competitors:
– their keywords
– how much they are spending
– how many clicks they are
receiving
– their most effective ads
– our recommendations
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34. Next Steps
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