1. Introduction to Search Marketing
Presentation Title | Date
Workshop 1
9-18-2012

2. #451Webinar
Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

4. Overview
• What is search marketing?
• SEO
• Paid Search
• Q&A

5. Search Engine Marketing
Better known as
SEM
or
Search
Marketing

6. What is search marketing?
Process of
gaining
traffic and
visibility
from search
engines

7. You’ll get more of this…
• Rankings
• Traffic
• Page Views
• Visibility
• Impressions
• Brand Awareness

8. But, Ultimately it comes down to…

9. More of this…

10. Search does not exist in a vacuum
“I think I’ll search
for some random
product or service
that I have never
heard of.”

11. 2 Out of 3 Searches In Google
Are Driven By Another Medium

12. A Little Background
On Search

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

15. Search Engine Results Page (SERP)
Search
Query
Paid
Results
Organic
Results

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

20. Search Friendly URL’s
http://www.451marketing.com/services/search-marketing/

22. Content - Performance Considerations
 Site Optimization Tags
Opportunities to increase  Content Gaps
search visibility  Optimizing Website Content
 Internal Linking Convention
 Mirror Domains and Duplicate
Content
 Sub-Domain Strategy

23. Content*

24. Title Tags

25. Content: Keywords

27. Content: Keywords

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”.

30. Google Free Keyword Tool
https://adwords.google.com/o/KeywordTool

31. Google Trends
http://www.google.com/trends

32. Internal Search Logs
#2 Searched Term: “bed spreads””

33. Competitive Research
Restrict query
to competitor’s
domain

34. Connections
• Paid/Free Directories - Manual
• Social Media/Blogs - Viral
• Press Releases – Manual & Viral
• 3rd Party Associations - Manual
Quality > Quantity

35. Paid Search
Marketing

36. Search Engine Results Page (SERP)
Search
Query
Paid
Results
Organic
Results

37. Preparing for a Digital Advertising Campaign

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

43. ROI vs. ROAS

44. Preparing: Keywords
Based on what your audience is interested in instead or what they might be looking to
buy depending on the channel

45. Getting Started

46. Google AdWords: www.google.com/adwords

47. Bing/Yahoo!: https://adcenter.microsoft.com/

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”

50. Wrap up slide

51. #451Webinar
Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com