fuzion seminar search engine marketing
DESCRIPTION
This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the basic elements of a well run Internet marketing plan. Site-Seeker, Inc. - a six year old Internet marketing firm, gives some insight on successful techniques and practices for seo, ppc, social media, and website analytics.TRANSCRIPT
Search Engine Marketing
Dan Salamone Marcom Coordinator, Site-Seeker, Inc.
Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc.
What is Search Engine Marketing (SEM): PPC, SEO & Social Media?
Search Engine Marketing (SEM)
Is a form of internet marketing seeking to
promote websites by seeking to improve
their visibility in search engine results
pages (SERP’s).
• In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.
Pay-Per-Click
An Internet advertising strategy used on
search engines, advertising networks, and
content websites, such as blogs, where
advertisers bid on keywords to achieve ad
placement.
Search Engine Optimization (SEO)
The process of improving the volume and
quality of traffic to a website from search
engines via “natural” (“organic” or
“algorithmic”) search results.
Social Media
Social media is content created by people
using highly accessible and scalable
publishing technologies.
Pay-Per-Click
PPC
Basic PPC Structure
Account Campaign
Ad Group • Ad 1 • Ad 2 • Ad 3
Search Engine Optimization
SEO
Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.
PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img
Content – Keyword Research, Content Rewrite (keyword density etc) Analytics – install or verify GA, establish conversion funnels
PHASE 2: Inbound Linking - Research and develop inbound links Create Authority - Create Content Pages for Social Media, Micro sites, 301
redirects for alternate domains, vertical search Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.
SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.
Let’s define SEO a little more . . .
Keyword Research – Step 1 • What products or services do you want to be
found for? • How do your prospects and clients refer to those
product or services? • What are the key phrases that make that
prospect a qualified buyer – think longer phrases that are more precise
Competitive Research – Step 2
• Who are your competitors • What keywords are they using • What keywords are they being found for • Where do they get their inbound links from
Establish baseline & benchmarks – Step 3 • What keywords do you want to measure your
position for • What do you want to measure for effectiveness
– RFQ’s, Phone calls, Increased traffic, position • Establish Conversion Funnels and measure
what is important to you.
Metrics: Google Analytics, establish baseline for overall traffic and report against it.
Defining & Measuring Success
Metrics: Google Analytics, monitor and measure effectiveness of important pages.
Defining & Measuring Success
Metrics: Google Analytics, monitor and measure effectiveness of important keywords.
Defining & Measuring Success
Defining & Measuring Success
Top 10 Search Terms 6/05‐5/06(before) 6/07‐5/08 6/08‐5/09
Keyword VisitsBounceRate Keyword
UniqueVisits
BounceRate Keyword
UniqueVisits
BounceRate
spur gears 612 46.9% spur gears 1,381 36.57% spur gears 2,048 42.43%
small gears 219 50.2% spur gear 1,019 40.92% gear manufacturer 1,952 42.52%
gear grinding 206 31.1% helical gears 752 37.50% worm gear 1,755 70.26%
spur gear 189 45% helical gear 617 44.25% bevel gears 1,392 61.93%
worm gears 183 58.5% custom gear 576 93.23% bevel gear 1,129 67.23%
helical gears 173 44.5% gear design 432 53.01% spur gear 1,049 41.66%
gears 170 45.9% nixon gear 407 23.59% custom gears 834 59.95%
nixon gear 154 33.8% gear cutting 376 53.19% worm gears 798 67.29%
gear cutting 134 46.3% gear manufacturer 370 45.41% helical gear 770 47.79%
metric spur gears 104 52.9% custom gears 315 52.70% gear cutter 637 70.64%
“Gear Manufacturer” and “Spur Gears” are now your largest search term.
Social Media Why is it important to SEO?
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
13hours:TheamountofvideouploadedtoYouTubeeveryminute
412.3years:Theamountof>meitwouldtaketowatcheveryvideoonYouTube
100,000,000:TheamountYouTubevideoswatchedeveryday
1382%:ThemonthlygrowthrateoftwiAerusersJanuary–February2009
3,000,000:TheaveragenumberoftweetsontwiAer.comeveryday
5,000,000,000:Thenumberofmins.spentonfacebookeveryday
Establishing Credibility with Social Media
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Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate in Discussion
Lead Discussion
How to Distribute Your Blog
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Email Campaign
Other Blogs
Social Bookmarking Sites
Other (links)…
Blog Posts
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