Search MarketingChris Sietsema

August 2011

Quick Background

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Agenda

• Organic• Local• Paid• We’ll also touch on:

– Analytics– Social Media– Mobile– Recurring Revenue for Your Agency

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Our Landscape

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Share of Search

65%

16%

14%

4%

GoogleBingYahooWho Cares

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How Organic Search Works

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How Organic Search Works

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How Organic Search Works

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Old School Tactics

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Some Rules Still Apply

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Golden Rule

• Life– Treat others as you would want to be treated

• Google– Create and promote content you would want

to consume, read, share, etc.

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Keywords

• Where does one find them?– “google keyword tool”

• Bookmark it!

– Analytics– Clients & Their Customers

• See “Search Marketing PreLaunch Survey”

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Keywords

• What qualities must they possess?– Relevant– Popular– Not Overly Competitive

• See http://goo.gl/aAO7R

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Keywords

• Where does one place them?– Page Titles

• Once : Limit 64 Characters

– Meta Descriptions• 1-2 Times : Limit 155 Characters

– Meta Keywords• Repeat every word in Title and separate with

commas

– Headlines, HTML Text & Alt Tags• H1 tags if possible

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Keywords

• Where does one implement such mystical algorithmic niblets?

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Pages = Destinations

From One Person to AnotherHome Page is Most Likely Destination

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Pages = Destinations

From “The Google”Every Page is a Possible Entry Point

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Duplicate Content

• Who is the real JCVD?

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About Panda

• Wall Street Journal Article– “JC Penney is gaming the system”

• Google Responds– JC Penney and others begin to fall in rankings

• Panda-monium Ensues– Another WSJ read: http://goo.gl/cLrwC

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About Panda

• Good News: No more writing for robots

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Panda Implications

• Good News:– Humans Rule (yay humans!)– Basic Optimization Techniques Still Relevant– Content Promotion is Paramount– Analytics Even More So

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Panda Implications

• Stuff That Works:– Education Marketing (No, Not UOP)

• Teach someone something

– Utility Marketing (No, Not SRP)• Make someone’s life easier

– Entertainment Marketing (No, Not PCP)• Make someone laugh, cry, question, or evoke

some kind of emotion

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Design & SEO

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Design & SEO

• Good Luck in Your Future Endeavors:– Sites built exclusively in Flash– Frames– Graphic Text– Excessive Java Script– Black Hat SEO (white text, etc.)

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Design & SEO

• Technical Audit Components– Titles & Meta Tags– Sitemaps– Keyword Rich Text & Headers– Links (can never get enough)– Canonicalization– CSS & Image Disabling (use browser plugin)– External Script– Robots.txt

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The Role of the Link

• Important Google Updates in ‘05– Jagger– Big Daddy

• Links now impact search engine positioning

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Virtual Endorsements

• Links Are Like Votes– The more you earn from relevant sources, the

better you look in Google’s eyes

• Not all links are created equal.• For example…

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Virtual Endorsements

• Let’s say I’m applying for a job as a software developer.

• My References:

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Competitive Link Analysis

• Open Site Explorer• Majestic SEO• Excel• See http://goo.gl/QJwFc

• Google Other Link Opportunities– http://www.soloseo.com/tools/linkSearch.html

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Fun with Link Building

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A New Search Engine Spider

Researcher

Competitive Analyst Sales Person / Pitchman

Writer / Producer

Data HoundTechnical Savant

Social Butterfly

Strategic Guide

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Local Listings

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Local Listings

• Claim with a Client-specific Email Address• Provide Business Detail• Assign Relevant Categories• Optimize Description Like SEO• Photos & Video• Encourage Reviews (Glowing Ones)• Add an Offer• Promote with Google Boost if Necessary

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Local Listings

• A Crucial (and annoying) Step

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Local Listings

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Paid Search

Keywords .

Ads

Landing Pages

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Bare Necessities

• Setting Up A Campaign– What is the primary objective?– Specific Geography?– Language Restrictions?– Campaign Budget?– Campaign Timeframe?– What is Target Cost per Lead/Sale?

• Keyword Research• Match Types…

tampa umbrella store

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Broad Match

• tampa umbrella store

• tampa umbrella store• tampa toy store• windproof umbrella• patio umbrella• tampa bay lightning• umbrella stands

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Phrase Match

• “tampa umbrella store”

• tampa umbrella store• tampa umbrella store directions• tampa umbrella store coupons• south tampa umbrella store• tampa umbrella store sale

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Exact Match

• [tampa umbrella store]

• tampa umbrella store

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Modified Broad Match

• tampa +umbrella store

• tampa umbrella store• umbrella outlet• rectangular umbrellas• beach umbrela site• umbrellas with rainbow colors

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Modified Broad Match

• tampa +umbrella +store

• tampa umbrella store• clearwater umbrella store• store umbrellas• best umbrela stores• the umbrella store

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Match Types

Broad Match

Modified +Broad +Match

“Phrase Match”

[Exact Match]

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Display Network

• Broaden Your Reach Further

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Paid Advertising

• Search Engine Advertising– Headline: 25 characters– Description Line 1: 35 characters– Description Line 2: 35 characters– Display URL

• Dynamic Keyword Inclusion– {KeyWord:Your Sample Headline}

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Paid Advertising

• Ad Testing– AB Splits– Multivariate (aka Taguchi)

Display URL

Description

Headline

Display URL

Description

Headline

Display URL

Description

Headline

Display URL

Description

Headline

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Landing Pages

• Landing Pages– Rule #1 – Convey Relevance Always– Rule #2 – For Every Ad Group, A Page– Rule #3 – Allow for Continuous Editing

– Rule #4 – Test If Possible

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Landing Pages

• Google Website Optimizer

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Quality Score

• Keyword Relevance• Landing Page Quality• Landing Page Load Time

• Ad performance• Account history• Historical Clickthrough Rate

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Measurement

• Traffic by Campaign• Actions by Campaign• Campaign Spend• Cost per Action• Cost Per Click• Conversion Rate• Keyword Performance

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Some Helpful Tools

“google URL builder”

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Paid Search

Questions

• What are you still dying to know about?

hello@teachtofishdigital.com

480.389.5435