O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

NY State SBDC Staff Conf SEO PPC Session

1.661 visualizações

Publicada em

Slides from 60 minute breakout session on SEO & PPC conducted by Josepf Haslam and Etela Ivkovic of DragonSearch.net presented at NY State SBDC Staff Conference on May 8th, 2012

Publicada em: Tecnologia, Negócios
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

NY State SBDC Staff Conf SEO PPC Session

  1. 1. The Art & Science of SEO/PPC How creativity & math make money online. Etela Ivkovic, GM, DragonSearch - @Etela Josepf Haslam, Biz Dev, DragonSearch - @Josepf5/18/2012 DRAGONSEARCH MARKETING I May 2012 1
  2. 2. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 2
  3. 3. 97% of online consumers research products & services online before buying Source: BIA/Kelsey Group, User View Wave VII, May 20105/18/2012 DRAGONSEARCH MARKETING I May 2012 3
  4. 4. Promise5/18/2012 DRAGONSEARCH MARKETING I May 2012 4
  5. 5. What it looks like5/18/2012 DRAGONSEARCH MARKETING I May 2012 5
  6. 6. Search Engine Marketing (SEM)• Dominate is the Pay-Per-Click (PPC) model • Advertisers do not pay to show ads • Pay only for clicks on ads• Google offers two options: • (google.com/adwords) • (google.com/awexpress)• Other Search Engines such as Bing/Yahoo also offer PPC5/18/2012 Some Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 6
  7. 7. Other Online Advertising Types• Platforms such as Facebook/LinkedIn• Email Ads• Video Ads• Flash / DHTML Ads• Advertorials• On-site Sponsorship• Display Ads• Targeting Methods: Behavioral Targeting; Geo- Targeting / Local Advertising; Contextual5/18/2012 DRAGONSEARCH MARKETING I May 2012 7
  8. 8. How do AdWords & AdWords Express work? clothing boutique brooklyn Your Website5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 8
  9. 9. Advertisers pay This advertiser pays when for clicks someone clicks the ad5/18/2012 DRAGONSEARCH MARKETING I May 2012 9 Graphics & content via Google
  10. 10. AdWords Express FAQ• Question: How is this different from AdWords? Answers: • AdWords Express picks keywords and bids. • No website required. • Ads appear on Google and Google maps only. • Ads are text only. • Express uses a monthly budget (AdWords has a daily budget).• Question: How is this the same as AdWords? Answers: • Advertisers write ads. • Advertisers pay only for clicks. • No startup or cancellation fees, no minimum commitment. google.com/awexpress5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 10
  11. 11. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 11
  12. 12. What is Google Analytics? • A free, easy-to-use web analytics tool • Provides reports showing how visitors found your website, and what they did when they got there • Measures the effectiveness of your online and offline marketing campaigns • You STILL may need to build a Marketing ROI Dashboard to integrate offline channels!!! www.google.com/analytics5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 12
  13. 13. What answers can Google Analytics Where are visitors provide? coming from?What keywords did they use? Am I creatingeffective content?Where are visitors abandoning my shopping cart? How can I improve site interaction?5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 13 26
  14. 14. Set goals and track performance5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 14
  15. 15. Google Insights for SearchView what the world is searching for and gain insights for your business5/18/2012 DRAGONSEARCH MARKETING I May 2012 15
  16. 16. Applying Insights to predict product salesCompare interest between states or regions:• What type of jeans should a Wyoming retailer stock?• What about Oklahoma?5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 16
  17. 17. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 17
  18. 18. Evolution5/18/2012 DRAGONSEARCH MARKETING I May 2012 18
  19. 19. 0: Self Published Indexes/Directories1: Human Published SERPs (Yahoo)2: Counting Words on a Page (Altavista/Lycos)3: Counting Words & External Links (Google)4: PageRank as “Voting” with Links (Google/Bing)5: Social Voting, Site Authority, Awesome content, Citations, Connectedness5/18/2012 DRAGONSEARCH MARKETING I May 2012 19
  20. 20. Step back5/18/2012 DRAGONSEARCH MARKETING I May 2012 20
  21. 21. Why5/18/2012 DRAGONSEARCH MARKETING I May 2012 21
  22. 22. • 71% to 83% of people use “Reviews” to influence Purchase decisions• 80% will change a decision based on Negative Reviews Graphic Source: http://www.brafton.com/infographics/why-content-for-seo5/18/2012 DRAGONSEARCH MARKETING I May 2012 22
  23. 23. BUT, does Social Media make Bottom-line Business Sense?!?!?!• A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.5/18/2012 DRAGONSEARCH MARKETING I May 2012 23
  24. 24. What is SEO?• Search Engine Optimization is the Art & Science of helping your site be found (rank higher) in Organic/Natural (nonpaid) Search Results.• SEO is a process & a mindset!• SEO is comprised of 3 basic focus areas:5/18/2012 DRAGONSEARCH MARKETING I May 2012 24
  25. 25. Optimization It all begins with Search Phrases (keywords)! The 3 legged stool of SEO 1. Site Code 2. Site Content 3. External Backlinks – which are becoming External Signals!5/18/2012 DRAGONSEARCH MARKETING I May 2012 25
  26. 26. Take a deep breath• Website is posted, linked to, or updates it’s content• Search Engine “spider” or “bot” crawls the page• Skims URL, page titles, meta data, text, images & other content• Follow links: counts in/out• Indexes content, keywords, SEMANTICS• “Weighs” the page relative to others for relevancy5/18/2012 DRAGONSEARCH MARKETING I May 2012 26
  27. 27. Mythical Beast Example Image copyright: public domain5/18/2012 DRAGONSEARCH MARKETING I May 2012 27
  28. 28. Research – Body Text here – Body Text here – This is a test – 123 5/18/2012 DRAGONSEARCH MARKETING I May 2012 28
  29. 29. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 29
  30. 30. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 30
  31. 31. Focus Rumplestiltskin Big Bad Wolf Cinderella Sleeping Beauty Mother Goose 5/18/2012 DRAGONSEARCH MARKETING I May 2012 31
  32. 32. Short Head – Long TailBeastMythical Beast Mythical New York Beast Mythical New York Subway Beast 5/18/2012 DRAGONSEARCH MARKETING I May 2012 32
  33. 33. Think in neighborhoods 5/18/2012 DRAGONSEARCH MARKETING I May 2012 33
  34. 34. Doing Things the Right Way5/18/2012 DRAGONSEARCH MARKETING I May 2012 34
  35. 35. <HTML> </HTML>5/18/2012 DRAGONSEARCH MARKETING I May 2012 35
  36. 36. <HTML> <head> </head> <body> </body> </HTML>5/18/2012 DRAGONSEARCH MARKETING I May 2012 36
  37. 37. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 37
  38. 38. <h1>My Top Header</h1> <p>A bunch of paragraph text</p> <h2>A Secondary Header</h2> <p>And a lot more paragraph text</p> <h3>A Tertiary Header</h3> <p>And perhaps some more text</p> <p>A List:</p> <ul> <li>A list item</li> <li>Another list item</li> <li>Yet another list item</li> </ul> <p>And this is a <a href="http://mylink.com">LINK </a></p>5/18/2012 DRAGONSEARCH MARKETING I May 2012 38
  39. 39. The Back Link Portfolio High Special Sites Easy Difficult Low Directories5/18/2012 DRAGONSEARCH MARKETING I May 2012 39
  40. 40. SEO-NATURAL SEARCH SEO Natural Search OLD SCHOOL NEW SCHOOL SHORT HAND OPTIMIZATION BROADER LONG TAIL (keyword stuffing as well) Fueled BACKLINKS Reciprocal Linking RELATIONSHIPS by including Backlinks & (many times purchased) Social Signals! Social Connection relevance Media secondary RELEVANT CONNECTIONS5/18/2012 DRAGONSEARCH MARKETING I May 2012 40
  41. 41. Virtuous Circle of Social Media for SEO5/18/2012 DRAGONSEARCH MARKETING I May 2012 41
  42. 42. • Search link:www.mywebsite.com• Use Google Webmaster Tools5/18/2012 DRAGONSEARCH MARKETING I May 2012 42
  43. 43. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 43
  44. 44. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 44
  45. 45. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 45
  46. 46. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 46
  47. 47. Q & A!Any and all questions entertained!Josepf Haslam, Etela Ivkovic | DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @JosepfEta@dragonsearch.net | Twitter: @Etela 5/18/2012 DRAGONSEARCH MARKETING I May 2012 47
  48. 48. Thank You!Josepf Haslam, Etela Ivkovic | DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @JosepfEta@dragonsearch.net | Twitter: @Etela Social Marketology Release date: June 2012 Available Pre-order on Amazon!5/18/2012 DRAGONSEARCH MARKETING I May 2012 48

×