Brief overview of Search Engine Marketing for presentation given at Greenwich Library on 5/13/15. Put on by SCORE Fairfield.

1. Search Engine Overview
Organic Search
Paid Search
Local /Social Search
Search Engine Marketing
Local /Social Search
Google Analytics

2. Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Started Internet Career in 1994
• The Journal News
• Online Marketing Director, 1996 – 2000
• Launched first web sites• Launched first web sites
• Wahlstrom Group, Stamford 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
• Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University

3. Clients include:
AutoNation
CBS New York
Invisalign Braces
Hudson Valley Tourism
Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
Hudson Valley Tourism
Westchester County Association
Stark Office Suites
NERAK Systems
ProLease
First Capital

4. “Is SEO Dead?”

5. Search Engine Marketing (SEM)
Overview
“ …the promotion of websites by increasing their
visibility in search engine results pages (SERPs)
through optimization (both on-page and off-
page) as well as through advertising (paid
placements, contextual advertising )”
- Wikipedia

6. Search Engines Audience Share
Audience Share by EngineGoogle Share: Approximately 67%
Google
Yahoo
MSN
AOL
Ask

7. Search Engine Marketing (SEM)
Overview
A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
Algorithmic, crawler-based search approach
Website Content, Architecture, Coding, Links, Web “footprint”
1. Pay-per-Click (PPC) – Paid Search
Keyword position control, result-oriented
Bid for Position, Pay-per-Click
Syndication Networks – Google, Bing
Brand Protection, Message/Position Control
2. Local /Social Search
Local Profiles – ex. Google+
Directory Citations
Review Management
Intersection with Social Media

8. The Evolution of Search Engines

9. Mobilegeddon!!!!
Google Mobile Algorithm Update
Rolled out April 21, 2015
Objective: Improve mobile search experienceObjective: Improve mobile search experience
Mobile-friendly sites are given greater consideration
Goal is still to provide best search results
Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobile-friendly
Mobile, Mobile, Mobile
Verizon – AOL Deal
Facebook Instant Articles on iPhone
NY Times, The Atlantic, Others

10. The Evolution of Search Engines:
Universal Search 2007
Video
News
Images
Wikipedia
Twitter

11. Universal Search: changing our
page scanning patterns
Source: Enquiro Research, August 2007

12. Search Engine Optimization –
Success Criteria

13. Keywords: Search “DNA”
• Determine 3-5 top phrases for your
entire site
• Determine 2-3 top phrases for each
pagepage
• “Westchester NY accountant” is
better than “accountant”
• Go with your gut but do your
research…

14. Keyword Research Tools
• Google Keyword Planner
• SEO Book -
• http://tools.seobook.com/keyword-tools/seobook/
• WordTracker.com –
• https://freekeywords.wordtracker.com
• Wordstream.com –
• http://www.wordstream.com/keywords

15. SEO Coding: Page Titles
• Every page should
have a unique title
built around target
term and content for
that page
• No more than 55• No more than 55
characters
• Important keywords
at the beginning
• Keep it short,
attractive and
enticing.
• Will often be used as
the page’s bookmark

16. SEO Coding: Meta Descriptions
• Every page should
have a unique
description built
around target term
and content for that
pagepage
• No more than 175
characters
• Incorporate important
keywords
• Entice searcher to
read & click
• Will often be used as
the listing’s snippet

17. Website Copy
• No text graphics
• Users come first
• Descriptive
• Location, location, location.
• PHRASES not WORDS
• Plural, tenses, -ings, etc.

18. Help for the “Dumb” Search Engine
Keyword phrases that make
sense
No keyword phrases

19. Links: A Deciding Factor
• More difficult for web site owners to manipulate links than their own pages
• Major component of Google, also used by nearly everyone else, to some degree
• A few links from quality sites are better than hundreds of links from bad sites
• Provide a reason for linking; report, data, free giveaway, etc.
• Social Signals!

20. What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are
most relevant to the searchers query. This is determined by:
• Content – theme/topic, page text, coding, navigation - VIDEO• Content – theme/topic, page text, coding, navigation - VIDEO
• Site Performance – does it load quickly? Can spiders “crawl” the site
• Site Authority – Do other sites link to it? It is being discussed in Social
circles?
• User Data – do visitors stay long? How many pages do they visit? Do they
return?
• Site History – has the domain been active long? Is it “clean”?
• New – MOBILE- FRIENDLY

21. SEO Principles:
Building Blocks

22. Paid Search: Google AdWords

23. Paid Search: AdWords Mobile

24. Google Search Results
Call Extensions
Ad Extensions

25. AdWords Interface

26. Benefits of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
Quick Results
Budget Control
Directly affect Ranking
Syndication Network:Syndication Network:
NY Times
AOL
Ask
Thousands of others
Great for Testing; Online focus group
Brand Protection
Measurable!

27. Disadvantages of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
Keyword prices
Up to $25 - $50 Cost-per-Click (CPC) in some categories
Average CPC: $2.50 - $4.00Average CPC: $2.50 - $4.00
Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc.
Average CPC down 5% - 10%; Google Enhanced likely to change that
Need to commit fair budget/campaign trial time
Requires ongoing attention; “set it & forget it” is a recipe for failure
Google defaults make money only for Google
Buyer Beware: unprofessionalism is widespread
Misleading promises
Marketer should own accounts

28. Local Search: The Evolution

29. Local Search: Why is it Important?

30. Local Search: Why is it Important?

31. Local Search: SEO

32. Local Search: Reviews

33. Google+ Page

34. What is a Citation?
A citation is a mention of your business on the web, typically in the format of Name,
Address, and Phone number. This is called your NAP.

35. 2013 Local Search
Harmful Ranking Factors

36. Listing Resources

37. Listing Resources

38. Listing Resources

39. Keys to Local Success
• SEO - Location Keyword In Title Tag And H1 Tag
• NAP - business name, address and phone
number.
• Local Phone Number• Local Phone Number
• Claim Your Citations
• High Quality Backlinks
• Links From Local Websites
• Google+ Local Page
• Reviews
• Mobile

40. Search Marketing: Measuring Success
with Google Analytics

41. Analytics Code

42. Analytics Tracking: Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en

43. Reviewing Your Data – Report #1

44. Reviewing Your Data – Report #2

45. Reviewing Your Data – Report #3

46. Reviewing Your Data – Report #4

47. Reviewing Your Data – Report #5

48. Google Webmaster Tools
• Diagnose potential problems
– Crawl info
– Website content
• See how your site performs
– Top queries– Top queries
– Indexing information
• Share info with Google about your
site
– Submit a Sitemap file

49. What’s Next for 2015
• Mobile
• Social Signals
• Content
– Quality– Quality
– Relevance
– Freshness
– Video
• Site Performance