2. #451Webinar
Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
3.
4. Overview
• What is search marketing?
• SEO
• Paid Search
• Q&A
13. Why should I care about search?
Worldwide, 88,000,000,000 searches are
conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
14. Terms to Know
SEO: Search • The process of improving visibility of a website or a web
Engine page in a search engine’s “natural” or unpaid search
results
Optimization
• Internet advertising model used to direct traffic to
PPC: Pay Per Click websites where advertisers pay the publisher when ad
is clicked
• Graphical, image or video based ads that appear
Display (Banner) contextually near relevant content. Can be based on
search, but more often on category and demographics
16. Search Engine User Behavior
• 95% of users don’t go beyond the
first page of search results (positions
1-10)
• 88% of search engine users who
don’t find what they seek on the first
three pages of search results will
change engines or change their
search term
• 71% of search engine users
believe that websites returned at the
top of search results are the top
brands in their field
17. SEO *aka - Organic, Natural
Search Engine Optimization
Gaining web traffic from FREE
listings on search engines
18. SEO Has Three Core Components
Code Content Connections
19. Code - Technical Considerations
User Input Requirements
Site Security
Technical issues Cookie Implementation
limit search index Robots.txt
Frames
inclusion Broken Links & 404 Trapping
Server Load Balancing
URL Redirection
<Noscript> Tags
Internal Navigational Elements
Internal Linking
Domain and URL structure
Session IDs
Flash
28. Content: Density
Percentage of times (Nkr/Tkn) * 100
a keyword appears
on a web page
compared to the
total number of
words on the page
Rule of Thumb: 4% - 250-500 words
29. Keyword Research
Q: For what Google search
should you rank #1?
A: “innovative, creative, game-
changing”
Q: What do you do/make/sell?
A: “Oh. Cloud based storage for
small business”.
38. Anatomy of a PPC Ad
25 Characters
35 Characters
35 Characters
39. Preparing: Defining Your Audience
• Location
Awareness • Language
• Education
• Work
Education • Age
• Gender
• Birthday
Consideration • Relationship Status
• HIH
• Groups
Purchase • Likes
• Friends
Think about the people who you want to see your ads
40. The Purchase Funnel
Increase Brand Visibility
Awareness Impressions & CPM
“plasma tv”Microcenter
Drive Qualified Traffic
Reviews, comparisons, demos
Education “Plasma tv reviews”
Generate Leads
Consideration Newsletter, Email captures, etc.
[Sign up for secret offers!]
Sales
Purchase Revenue, orders, ROI, ROAS
“Buy Sony Bravia 46” Plasma TV”
41. Audience Segmentation
Email Marketing
Feeler Reach your customers and actually
have time for lunch. Free trial.
Emphasis on human connection and feelings www.ConstantContact.com
Email Marketing
Intuitor Grow your small business with
email marketing. Free trial.
Words like “grow” and “growth” to implyforward, future thinking www.ConstantContact.com
Email Marketing
Sensor Reach customers before your
competitors do. Free trial.
Action words focusing on achieving results & being competitive www.ConstantContact.com
Email Marketing
Thinker 200,000+ small businesses choose
us for email marketing. Free trial.
Words invoking confidence in product, community-themed www.ConstantContact.com
42. Metrics and Measurement
• Impressions & Clicks
• CTR – click through rate
• How many of my ads
got clicks?
• Clicks/impressions
• Return
• Conversion Rate
• Revenue
• ROAS
• ROI
48. You’re probably wondering…
• Which is more effective?
• I rank high in SEO
results, do I need PPC?
• Do I need to do both?
49. Search Engine Marketing
SEO PPC
Organic Paid
Pro: Pro:
Great Long-term ROI Quick Set up
High Ceiling & Volume Highly measurable & quantifiable
More exposure, branding, awareness Less development resources needed
Con: Con:
Tough to quantify More expensive
Lots of work (design/development) Lower ceiling & volume potential
Takes a while (not for short-term) May be subject to “ad blindness”
51. #451Webinar
Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Notas del editor
That’s why it’s important to optimize all assets
Build out this concept verbally
Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.