Introduction to Search Marketing for New Marketers and Students
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Understand enough about SEO and SEM to hire an effective search marketing agency. Deliver a guest lecture on search marketing.
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Introduction to Search Marketing for New Marketers and Students
- 3. How We’re Going to Get Through This • Search Marketing Overview • A SERP • SEO & PPC • Where Users Search • The Mysterious Algorithm • How to Hire An Agency • How to Learn More • Questions • Time to Wake Up, I’m Done.
- 7. SEO “I want long term visibility that LASTS!” • = Search Engine Optimization • Working to gain natural/organic/free listings on search engines. • Proving that YOUR website is the BEST • Long Term Strategy
- 8. PPC “I NEED to be #1 TOMORROW!” • = Pay Per Click • Also Called: Paid Media, Paid Search, Sometimes SEM (Search Engine Marketing) • Gaining traffic by purchasing ad placement on search engines. • Instant, trackable ROI • No direct residual benefits
- 9. Not Mobile? Just Go Home. Page 1 Bottom, Page 2 “There’s a 2ND PAGE?! What…?” –Every mobile user, Everywhere.
- 12. Google… a Business • Since 1998 • Initial goal academically-based • Called search engines who had gone commercial as “black art” • Link metric based algorithm
- 13. Bing… a (copycat) Business • Since 2009 • Powers Yahoo! • 20% U.S. Search + Another 12% With Yahoo! • Initial Goal Business-Based: Microsoft Scared NOT to Enter Search • Default in IE Browser (who uses that…)
- 17. SEO: Google Gets Up in Yo’ Grill • Where Are You? • Who Do You Talk To Online? • What Else Do You Look At on the Web? (Hmm.. That could get ugly) Example: Asana is a task management system I use. Instant results show it’s most commonly associated with yoga. But my search history shows I want asana.com, so it comes up first before yoga or even Wikipedia.
- 18. SEO: On-Site Optimization • Content – Have it. – Make it original. – Make it fun/engaging/exciting. – Rinse and repeat. Constantly. • Technical – Make it work. – Error-free. – Lightning fast. – Crawlable. #1 #2 A 404 Error Page
- 19. SEO: Off-Site Promotions • Local • Social • Press/News • Blogs
- 23. PPC Main Methods • Think you can escape? Think again. • Text + display • Search + content Retargeting
- 24. How to Show Success: SEO • Rankings • Traffic • Engagement Image Source: Lawton Digital Marketing Reporting Platform
- 26. Why SEO & PPC Must Be Friends • Optimized and executed differently, but work together for Google SERP DOMINATION. • Keyword Strategy Sync • Cost Efficiency
- 27. Hiring An Agency: A Good SEO Firm • Regular Reporting – Rankings – Traffic • Talks Through Algo Changes • GA Certified Staff • Most Offer Flat Fee Monthly Contracts
- 28. Hiring an Agency: A Good PPC Firm • Regular Detailed Reporting – Traffic – Conversions – Leads • AdWords Certified Staff • Most Charge Variable Monthly Spend % With Minimum Monthly Fee – Creative is Usually Extra
- 29. Wrap It Up 2 Big Areas Make Up Search Marketing • Organic • Paid SEO • Complex & Long Term Results • Constantly changing • Prove to Google You’re the BEST Result PPC • Instant Results • Limited Only By Your Budget • Buying Your Top SERP Placement
- 30. Questions
- 31. Fascinated? Entranced? Learn More • SEO – Search Engine Land – www.searchengineland.com – Moz – www.moz.com – Google search this: “Google Beginner’s Guide to SEO” – download the PDF (the URL string is super long) • PPC – Inside AdWords – adwords.blogspot.com – PPC Hero – www.ppchero.com – PPC Academy by Search Engine Land - searchengineland.com/library/features/ppc_academy
- 32. Thank You!
Notas do Editor
- Me!
- Divided in to paid and organic. Which is the yellow? Which is the gray?
- Mobile: More time on Internet on mobile than desktop since 01/14 89% of time on media thru mobile apps. 11% mobile web 80% of Internet users own a smartphone. Sources: http://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/
- Mobile: More time on Internet on mobile than desktop since 01/14 89% of time on media thru mobile apps. 11% mobile web 80% of Internet users own a smartphone. Sources: http://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/
- Yahoo & Bing Connection: Anbody know about a connection between any two of these search engines? Bing power’s Yahoo!’s search engine, so all of the organic Yahoo! Listings are from Bing’s algorithm. As a generous “thank you”, Bing gets 12% of all ad revenue generated by Yahoo’s search ads. <obile, Google 83%, yahoo 10%, Bing 6% Baidu: 18% world. In China, over 60% search market share there. Google is only 3% There! Yandex: In Russia, over 60% search market share there. Google has 27% there. 4th largest global. Google: 68% world, Over 65% in US, and over 88% Mobile search US! Over 90% Europe. Bing: 6% global Yahoo: Around 12% US Source: http://www.digitaltrends.com/web/google-baidu-are-the-worlds-most-popular-search-engines/ http://searchengineland.com/googles-search-market-share-67-percent-pc-83-percent-mobile-203937
- Quote on Black Art: “This causes search engine technology to remain largely a black art and to be advertising oriented (see Appendix A). With Google, we have a strong goal to push more development and understanding into the academic realm.” Stats from: http://searchengineland.com/more-than-19-3-billion-searches-in-july-google-and-bing-both-up-169767 http://infolab.stanford.edu/~backrub/google.html
- Which browser do you use? How many of you use Google? How many use Bing? How many have EVER used Bing? Ok, now that you have a little context on a Bing user, when would you want to pay attention to Bing? Corporate, old peeps. 87% of Bing users are on IE browsers: means they are over 35, have children, more likely less tech savvy, more blue collar than white Along with Online services division (msn, Bing…), lost over $11 billion since 2005, $1.3 billion in 2013 alone. http://bgr.com/2013/07/09/microsoft-online-services-division-losses/ https://www.ventureharbour.com/visualising-size-google-bing-yahoo/
- Let’s Bing it on! http://www.bingiton.com/ Quote on Black Art: “This causes search engine technology to remain largely a black art and to be advertising oriented (see Appendix A). With Google, we have a strong goal to push more development and understanding into the academic realm.” 87% of Bing Users come from IE 23 billion pages indexed by Google, Bing has about 17 billion, Yahoo in between Stats from: http://searchengineland.com/more-than-19-3-billion-searches-in-july-google-and-bing-both-up-169767 http://infolab.stanford.edu/~backrub/google.html http://www.aborg.com/2014/08/google-vs-bing-which-one-are-your-customers-using/
- Link-metric based: Links are a sign of a relationship, just like we form links online through social media, through exchanging phone numbers, through spending time together. Online linking is a website’s way of doing that. Hang out with the wrong crowd as a high-school kid, you get in trouble. Get links to your site on the wrong websites, you also get in trouble.
- Content: copyscape.com – Lawton-digital copyscape rpt pulls up my profile’s testimonial dup content. Technical: Look at an example, http://www.denverpost.com/ and http://www.du.edu/ DU’s site. Could also use Chicago Tribune for slow.
- Everyone talks, everyone now talks online. Google tries to capture that conversation and use it to determine relevancy. (ask, when its time to pick a restaurant for dinner and you’re ready for something new, where do you go to find it? How many go to Google? How about Yelp? Any others?) Twitter, LinkedIn, Facebook, Google + , Instagram, O.M.G. the list doesn’t end…
- -Does anyone remember what PPC stands for? Google is a business, so the paid search ad must be relevant.
- I was trying to be a good wife, and after cutting the cable cord to save money, I was looking for a way for my husband to watch Bronco games. After I checked out NFL Rewind, they followed me around the Internet with ads like this.
- Bid based on keywords, or content placement on relevant sites.
- One blog post, 3 different companies stalking me. What should we take in to consideration as markters with retargeting? Are there products that aren’t appropriate for retargeting?
- Ask: Who knows what engagement metrics are? Can anyone name a metric that could show that a visitor is engaged? (pages per visit, time on site, bounce rate)
- For brand, dominate by targeting both. For non-brand, supplement one another. Experiment with paid to inform SEO, use paid when SEO is down for an important term.
- You get what you pay for. Don’t pay for crap.