Search Engine Marketing: Basics to Hot Trends
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The document summarizes a presentation about search engine optimization and marketing trends. It covers topics like keyword research, link building, paid search advertising, social media integration, measuring results, and newer developments. The presentation was given by a search marketing agency to provide an overview of SEO basics and hot trends in 2011.
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Search Engine Marketing: Basics to Hot Trends
- 1. Search Engine Optimization to Marketing: from Basics to Hot Trends Presented to: IABC Atlanta Technology SIG July 19, 2011
- 4. Search Engine Optimization (SEO)
- 5. Organic, editorial, natural, algorithmic results (SEO - Search Engine Optimization) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
- 6. The Most Important Step Keyword Research!
- 13. More Online Content & More Links to Site
- 14. Optimized Press Release Example #2
- 16. Paid Search, aka Pay-Per-Click (PPC)
- 17. Organic, editorial, natural, algorithmic results (SEO) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
- 19. Ad Groups
- 22. Landing Pages Can Make Or Break a Campaign
- 23. Social Media
- 26. Customer Reviews Are Becoming More Important
- 27. Social Media Can Be Leveraged For SEO Purposes Links
- 29. PPC Run On Social Media Sites Can Really Work Facebook Twitter LinkedIn
- 30. Measuring Results (How do we know this is working?)
- 31. Measuring Results Rankings Visitors / Site Traffic Conversions / Revenue / ROI
- 32. How Phone Call Tracking Works Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
- 33. Call Tracking Ensures You’re Measuring ALL Results 66% 33%
- 35. Monitor Your Company & Brand Name(s)
- 36. Goal: Take Up As Much Room In The SERPs As Possible Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us) Website Website
- 37. Newer & Advanced Developments
- 38. Universal Search: Optimize More Than Your Corporate Site
- 39. Personalized Search Means Results Vary For Everyone
- 40. Usability: More Important Than SEO Even? (Yes!)
- 41. Usability: More Important Than SEO Even? (Yes!)
- 42. Usability: More Important Than SEO Even? (Yes!) Starting point SEO only Usability only SEO + Usability
- 43. Consider Running PPC On Mobile Devices
- 44. Consider Running PPC On Mobile Devices
Editor's Notes
- Example of an optimized page, both the visible content and the “behind the scenes” coding (meta tags, which Alex will be talking about).
- Sample list of ad groups (“buckets” of similar keywords) for one of our tech-oriented clients. Many different ways of saying what they do.
- Showing how each ad group has their own creative and you can test different messaging.
- Rankings are no good unless searchers click and go to your site. Site visitors are no good unless they convert – buy something (ecommerce sites) or fill out a form (lead gen sites). Will also talk very briefly about two of the newer ways we’re measuring results (bottom right corner) – this is constantly evolving and allowing us to track more data more accurately.
- One of the things that all marketers should do is Search Engine Reputation Management. This can be as simple as running searches on your company name and any key product brand names to see what shows up in the results. We’ve heard from a number of companies that have seen leads or sales drop off unexpectedly. Sometimes, after digging into every possible problem for a week or two, someone will think to check the search engine results and see a negative mention of the company in a blog post or on a social media or review site. It’s important to know what your prospective customers, employees, vendors and investors see when searching for information about your company. If there’s a conversation going on about your brand, you should probably participate in that conversation. And, you may want to try to optimize additional web content to rank high so it pushes the negative mentions lower in the search results – perhaps to the second page – so fewer people will see it.