verio partner summit - seo for sem - heather lutze internet marketing speaker
DESCRIPTION
TRANSCRIPT
![Page 1: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/1.jpg)
- 1 -Proprietary and Confidential September 2008
Get Found: Search Engine Tips to Promote Your Website
• Today’s Featured Speaker:
Heather Lutze, Founder/Owner Lutze Consulting
– National SEM Speaker
– Lead Trainer for Yahoo! Advertiser Workshop for Success – 2006, 2007
– Lead Trainer for Pay Per Click Summit 2008
– Author – “The Findability Formula”
– Search Marketing Certifications
– Google– Yahoo!
– Senior Editor – Search Engine Marketing Journal
• Today’s Moderator:
Ken Giffin, Director of Marketing, Verio, Inc.
![Page 2: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/2.jpg)
- 2 -Proprietary and Confidential September 2008
Social Media For SEO
•Connect with right search keywords
•Edit your Social Media Profiles & Elements with Keywords
•Track the results in Google Search Results
![Page 3: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/3.jpg)
- 3 -Proprietary and Confidential September 2008
![Page 4: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/4.jpg)
- 4 -Proprietary and Confidential September 2008
![Page 5: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/5.jpg)
- 5 -Proprietary and Confidential September 2008
Google Ad Words
www.google.com
Dedicated Hosting
![Page 6: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/6.jpg)
- 6 -Proprietary and Confidential September 2008
Your ad reaches users at the moment they demonstrate interest
What is Google Advertising?
![Page 7: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/7.jpg)
- 7 -Proprietary and Confidential September 2008
Yahoo! Search Marketing
Mother’s Day Flowers
Your customers see your ad when they search
![Page 8: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/8.jpg)
- 8 -Proprietary and Confidential September 2008
Take Your Marketing to the Next Level
1. Know Your Internet Marketing Options
2. Know Your Online Customer
3. Customize The User Experience
![Page 9: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/9.jpg)
- 9 -Proprietary and Confidential September 2008
Know Your Online Customer
• Learn the Buying Cycle for Clients
– How do users search?
– How do customer’s self-select themselves?
– How are we advertising now?
• Identify “New Client” Keywords
• Give the prospect a relevant click experience – You Paid for it!
![Page 10: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/10.jpg)
- 10 -Proprietary and Confidential September 2008
Source OneStat.com 2/2004
Know How Users Search…
Source: PPC Summit.com – Mary O’BrienAlteract Marketing
![Page 11: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/11.jpg)
- 11 -Proprietary and Confidential September 2008
Source: Find Me Faster 5/2004 – Mary O’Brien PPC Summit 2008
3+ Words 26%
1 Word 19%
2 Words 55%
… And How Advertisers Buy Keywords
Source: PPC Summit.com – Mary O’BrienAlteract Marketing
![Page 12: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/12.jpg)
- 12 -Proprietary and Confidential September 2008
AudienceDescription
Information Gathering
Product Category
Product Options
Key Companies
Tracking and comparing selection criteria
Committed to finding service and ready to move to next level
Keywords
Hosting
Host
Servers
Dedicated Hosting
Dedicated IP Hosting
Managed Private Server
Virtual Private Server
Windows Dedicated IP Hosting
Apache Platform Hosting Denver Colorado
Virtual Private Server Services Business
Become Informed Take ActionMore Modifiers
How Customers Search – Buying Cycle
Source: PPC Summit.com – Mary O’BrienAlteract Marketing
![Page 13: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/13.jpg)
- 13 -Proprietary and Confidential September 2008
Keyword Research
Keyword “Hosting” - Informational Keyword “Dedicated Hosting” - Shopping
![Page 14: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/14.jpg)
- 14 -Proprietary and Confidential September 2008
Negative Keywords
Understand how you do NOT want to be found!
![Page 15: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/15.jpg)
- 15 -Proprietary and Confidential September 2008
Take Your Marketing to theNext Level
1. Know Your Internet Marketing Options
2. Know Your Online Customer
3. Customize The Online User Experience
![Page 16: Verio Partner Summit - SEO for SEM - Heather Lutze Internet Marketing Speaker](https://reader034.vdocuments.us/reader034/viewer/2022051817/5480f15cb4af9fce158b5de2/html5/thumbnails/16.jpg)
- 16 -Proprietary and Confidential September 2008
Next Education Series Event
• Part Two: SEM
Get Results! Create Search Engine Marketing Campaigns Like a Pro Heather Lutze - SpeakerWednesday December 3, 2008: 12:00 Noon EST
• Register Today: www.viaverio.com
• Useful Search Engine Marketing Web
Sites:http://www.viaverio.com/sem-webinar/
For more information on how to become a Verio partner, visit us at www.viaverio.com