Search Engine Marketing 101
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Between SEM, SEO, and PPC, it's understandable that someone may get a little lost. This presentation will walk you though the various methods o f search engine marketing, and even give a couple tips and best practices. For more information, feel free to find us as www.silverbackstrategies.com .
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Search Engine Marketing 101
- 1. Neil Welsh President nwelsh@silverbackstrategies.com Twitter: @silverbackstrat Facebook: facebook.com/silverbackstrategies www.SilverbackStrategies.com
- 2. SEM PPC + = ROI SEO
- 3. WTF?
- 4. Search Engine Marketing Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid and organic placements.
- 5. The Value of Search It’s where the people are 17.1 Billion Searches in August 2011 Source: comscore.com
- 6. The Value of Search They helps consumers make buying decisions 97% of customers research online before making a purchase
- 7. People spend money online Online retail industry will be worth $279 Billion in 2015 The Value of Search Source: forrester.com
- 8. The Big Three Source: comscore.com
- 9. Search Engine Exposure Search Engines Paid Results (PPC) Organic Results (SEO)
- 10. Paid Placements Position #1 #4 Position #2 #5 Position #3 #6 #7 #8 #9
- 11. Rank #1 Rank #2 Organic Listings Rank #3 Rank #4 Rank #5
- 12. What Is SEO? Search Engine Optimization (SEO) is the practice of achieving higher organic rankings on search engines through the optimization of internal and external website assets.
- 13. What Is SEO? There are over 1 Trillion pages in Google’s index.
- 14. 62.6% Of People Don’t Click Past The 3rd Search Result Almost 300% Increase In Potential Traffic Between Positions 2 And 1 Source: internetmarketingninjas.com
- 15. Directory Submissions Partners / Suppliers Reciprocal Links Press Releases Memberships Social Media Advertising Comments Contests News Images and Media Widgets and Tools Resource Lists Testimonials Translations Comments RSS Feeds Articles Blogs Titles SEO URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics
- 16. URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics
- 17. Images and Media Widgets and Tools Resource Lists Testimonials Translations Comments RSS Feeds Articles Blogs Titles
- 18. Directory Submissions Partners / Suppliers Reciprocal Links Press Releases Memberships Social Media Advertising Comments Contests News
- 19. White Hat vs. Black Hat
- 21. Within 2 hours J.C. Penney went from rank #1 for “Samsonite luggage” to #71 and from rank #1 for “living room furniture” to #68Source: nytimes.com
- 23. “Evening dresses” linked from casino-focus.com
- 24. “Cocktail dresses” linked from bulgariapropertyportal.com
- 25. “Casual dresses” linked from elistofbanks.com
- 26. “Semi-formal dresses” linked from usclettermen.orgSource: nytimes.com
- 30. Traffic Driven by Keywords
- 31. Keyword Rankings
- 33. What Is Google AdWords? Google AdWordsis a popular PPC Advertising Platform where advertisers are able to display ads for search queries and content on Google Search Result Pages (SERPs) and across the Google Display Network. AdWords operates on an auction based system, where advertisers bid on particular ad placements. Google’s total revenue in 2010 was $29,321,000,000.00 Google’s advertising revenue was $28,236,000,000.00 96% Source: google.com
- 35. # Between 1 and 10
- 36. Used to differentiate “high quality” and “low quality” adsAd/Keyword Relevance Clickthrough Rate Landing Page
- 37. Relevancy
- 38. Search Network vs. Display Network
- 39. Search Network vs. Display Network
- 41. Conversions
Editor's Notes
- Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement (PPC), and optimizing websites to achieve a higher ranking in organic search results (SEO).
- -An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.-Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen.
- Someone paid to have thousands of links placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenney.com.found 2,015 pages with phrases like “casual dresses,” “evening dresses,” “little black dress” or “cocktail dress.” Click on any of these phrases on any of these 2,015 pages, and you are bounced directly to the main page for dresses on JCPenney.com. Some of the 2,015 pages are on sites related, at least nominally, to clothing. But most are not. The phrase “black dresses” and a Penney link were tacked to the bottom of a site called nuclear.engineeringaddict.com. “Evening dresses” appeared on a site called casino-focus.com. “Cocktail dresses” showed up on bulgariapropertyportal.com. ”Casual dresses” was on a site called elistofbanks.com. “Semi-formal dresses” was pasted, rather incongruously, on usclettermen.org. At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.” Two hours later, it was at No. 71.At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.” By 9 p.m., it had sunk to No. 68.
- The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google.