search engine marketing 101
Post on 19-Oct-2014
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DESCRIPTION
This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites. If you are interested in learning more about Wpromote PPC Management or other online services, please visit us!TRANSCRIPT
Search Marketing 101
by Wpromote Inc.
Overview of Search Engine
Marketing
The Anatomy of a Search Results Page
Organic or
Natural
Search
Results
Pay-per-click (PPC) or Sponsored Links
Pros and Cons of Paid Search
PROS:• Immediate Results• Total Control of How and Where Displayed• Can Test and Change Daily
CONS:• Costs Money Each Time Someone Clicks• Very Competitive• Need Knowledge to Avoid Wasted
Spending
Pros and Cons of Organic Search
PROS: • Clicks are Free• Most People Click on Top Organic Links
CONS:• Takes Time to See Results• Limited Control• Clicks are Free but SEO efforts are Not
Pay-Per-Click (PPC) Advertising
Anatomy of a PPC Ad• Total of 95 Characters Allowed:
– Title = 25 Characters– 2nd line = 35 Characters– 3rd line = 35 Characters
• Select a Landing Page URL that matches the product or service discussed in the ad.
• Should be as Specific as Possible.
• Include the Key Selling Points. Such as “No Signed Contract”
How to Select Your Keywords
• Keywords + Ad Text = Ad Group
• Make your Ad Groups Very Focused
• Each Group Should be About 1 product– HP laptop in a different group than HP printer
• No More than 50 Keywords in Each Ad Group (can have up to 2,000)
• Google Keywords Tool
How Google Ranks Paid Ads
• Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.
• Google will Rank the Advertisers based on 2 things:
(1)The Amount of Money They Bid
(2)Their Quality Score
• Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors
• Bottom Line = The More You Pay the More You Show Up.
Search Engine Optimization
(SEO) - Organic Listings
Anatomy of an Organic Ad• Page Title = Max of 66 Characters
• Meta Description = Max of 160 characters.
• Page Titles and Meta Descriptions should be different on each page of your website.
• Kewords Used in Ad Should Relate Directly to Product/Service Described on That Page
How Google Ranks Sites Organically
• Combination of These Elements:
(1)Content on Your Website (Both Quantity and Quality)
(2)Meta Description, Keywords & Titles(3)Number of Inbound Links(4)What Your Domain Name is and How
Long it has Been Around
Website & Landing Page
Design
Make Your Messaging Consistent
• Consistency from start to finish is key(a) Search Query (b) PPC Campaign (c)
Landing Page
• Customize your messaging so that it appeals to how the user is searching.
• In the example below you can see the message “Digital Music Service” is used every step of the way
(a) Search Query(c) Landing Page
(b) PPC Campaign
Minimize Distractions
• Have a clear call to action
• No flash intros! Don’t be too creative!
• Eliminate unnecessary navigation.
• Examples:• Old Lumineers Landing Page
• New Lumineers Landing Page
Reduce Your Bounce Rate
• You only have 2 seconds to tell your story. • Tell users they have found what they are
looking for.
• Always use clear, concise and relevant headline.
• Include testimonials, awards, certification.
Perform User Testing• Ask friends and colleagues to “do stuff” on your site
• Many easy tasks are harder than you think!
• Use Tools like CrazyEgg to see user behavior
• Make sure your website is compatible with all browsers.
Blog!• Blogging is Great for SEO!
• Blog 3-5 times per week, 300 word posts
• Blog on www.yourcompany.com/blog/
• Interact in the blogosphere – Commenting, guest blogging, blog links
About Wpromote
Search Engine Marketing Firm with Solutions for All Business’ sizes and
needs
- Search Solutions Starting at $99/month- Website Development- Search Engine Optimization- Landing Page Testing- PPC Management
