Managed Marketing Service Karen Levy Newnam and Liz DiSaia Agenda Why Search Engine Marketing The Role of Your Website in an Effective Strategy Making Sense of Search Engine Marketing Acronyms ID: 567562
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Search Engine Marketing Best PracticesManaged Marketing Service
Karen Levy Newnam and Liz DiSaiaSlide2
Agenda
Why Search Engine Marketing?
The Role of Your Website in an Effective Strategy
Making Sense of Search Engine Marketing AcronymsA Deeper Dive into Search Engine OptimizationAdding PPC to Quickly Raise VisibilityExpanding Reach with Social Media MarketingMeasuring Search Engine Marketing to Justify the InvestmentSlide3
Search Engine Marketing is Growing Because it Works
Forrester Research Interactive Marketing Forecasts, 2011-2016 (US
)Slide4
Search Engine Marketing is Growing Because it Works
Forrester Research Interactive Marketing Forecasts, 2011-2016 (US
)Slide5
The Role of Your Website in an Effective StrategySlide6
A Cohesive Website Strategy is EssentialSlide7
Brand and Design are Keys to Effectiveness
Engaging
Images
Key Messages
Call to Action
Social Interaction
Relevant
Heading
Resource Content
TrustSlide8
Making Sense of
Search Engine Marketing AcronymsSlide9
SEM, SERP, SEO, PPC
SEM: Search
E
ngine Marketing A form of Internet marketing that involves the promotion of websites by increasing their visibility in SERP. SEM can incorporate SEO and PPC.Slide10
SEM, SERP, SEO, PPC
SEM: Search
E
ngine Marketing A form of Internet marketing that involves the promotion of websites by increasing their visibility in SERP. SEM can incorporate SEO and PPC.SERP: Search Engine Results PageThe listing of results returned by a search engine in response to a keyword query. Slide11
SEM, SERP, SEO, PPC
SEM: Search
E
ngine Marketing A form of Internet marketing that involves the promotion of websites by increasing their visibility in SERP. SEM can incorporate SEO and PPC.SERP: Search Engine Results PageThe listing of results returned by a search engine in response to a keyword query. SEO: Search Engine OptimizationGetting traffic from
free, organic or natural
search results on search engines. Slide12
SEM, SERP, SEO, PPC
SEM: Search
E
ngine Marketing A form of Internet marketing that involves the promotion of websites by increasing their visibility in SERP. SEM can incorporate SEO and PPC.SERP: Search Engine Results PageThe listing of results returned by a search engine in response to a keyword query. SEO: Search Engine O
ptimization
Getting
traffic from
free, organic or natural
search results on search engines.
PPC: Pay Per Click
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Buying visits to your site, rather than “earning” them organically.Slide13
They May Be Different, But They Work Well Together
PPC
Ads
1-3
PPC
Ads
4-10
Organic Search
Results from SEO
SERPSlide14
A Deeper Dive Into
Search Engine OptimizationSlide15
How Does SEO Work and Why Should you Care?
Search engines are the librarians of the Internet
Each search engine has a method or algorithm for ranking sites and helping end users find what they are looking for
Your goal is to closely match your key word strategy with the top search engine’s algorithm’sAs your SERP ranking improves, your visibility increases, allowing more of your target audience to find your content
81%
of
your prospects are conducting
research on search engines
There is a great introductory video here:
http
://
searchengineland.com/guide/what-is-seoSlide16
How Do I Position My Company at the Top?
OLD TACTICS
Keyword
Stacking and Keyword StuffingUnrelated KeywordsTiny Text, Hidden Text and Hidden Links CloakingDuplicate Content or Mirror SiteBlog Spam or Comment SpamLink Farms Slide17
How Do I Position My Company at the Top?
OLD TACTICS
Keyword
Stacking and Keyword StuffingUnrelated KeywordsTiny Text, Hidden Text and Hidden Links CloakingDuplicate Content or Mirror SiteBlog Spam or Comment SpamLink Farms Slide18
How Do I Position My Company at the Top?
OLD TACTICS
Keyword
Stacking and Keyword StuffingUnrelated KeywordsTiny Text, Hidden Text and Hidden Links CloakingDuplicate Content or Mirror SiteBlog Spam or Comment SpamLink Farms
NEW ACCEPTED TACTICS
Content, Content, Content
Mobile and Responsive
Technical SEO
(Google Search Console)
Detailed On-Site Keyword SEO
(By URL, Title, Metatags)
Quality Link Building
(Through Content, Directories)
Visibility to Click Optimization
(Meta descriptions that drive clicks)
Click to Conversion Optimization
(Call to Action on Landing Pages)Slide19
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site and index your content Slide20
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site and index your content
Google Search ConsoleData, tools and diagnostics needed to create and maintain Google-friendly websites and mobile appsSlide21
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site and index your content
Google Search ConsoleData, tools and diagnostics needed to create and maintain Google-friendly websites and mobile appsOff-PageFocused on inbound links from other websites to your site – independent votes of confidenceSlide22
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site and index your content
Google Search ConsoleData, tools and diagnostics needed to create and maintain Google-friendly websites and mobile appsOff-PageFocused on inbound links from other websites to your site – independent votes of confidenceOn-PageFocused on content and how well it is optimized for relevant key words and how it provides a good user experienceSlide23
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site and index your content
Google Search ConsoleData, tools and diagnostics needed to create and maintain Google-friendly websites and mobile appsOff-PageFocused on inbound links from other websites to your site – independent votes of confidenceOn-PageFocused on content and how well it is optimized for relevant key words and how it provides a good user experience
Meta Description
HTML attributes that provide concise explanations of the contents of web pages. Commonly used on search engine result pages (SERPs) to display preview snippets for a given pageSlide24
An Effective SEO Strategy Does Not Happen Over Night
It takes:
Commitment to creative, fresh, relevant content
Clean website with comprehensive SEO
Ongoing optimization
Time and PatienceSlide25
SEO In Action
Optimized Title Tag
Keyword Included in URL
Alt Tags on Graphics
Keyword Included in H1 Tag
Emphasized Using Bold Element
Optimized ContentSlide26
Adding PPC to Quickly Raise Visibility Slide27
Digital Advertising is an Important Part of the Mix
Early role in typical sale
Last interactions before purchaseSlide28
What is the Goal of Your Paid Online Advertising?Slide29
Pay Per Click PPC)
Digital
Advertising Networks
PPC: Pay Per Click
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Buying visits to your site, rather than “earning” them organically.
Quality Score
A 1-10 score reported for each keyword in your account-an estimate of the quality of your ads and landing pages triggered by that keyword.
Having a high Quality Score means Google thinks your ad and landing page are relevant and useful to someone looking at your ad. Slide30
Using Google AdWords
Image Credit: Google AdWords Slide31
Using Google AdWords
Image Credit: Google AdWords Slide32
Best Practice: Clean Landing Pages and Enticing Offers
Headline
Call to Action
Simple Form
Trust
Strong Content
Simple Design
and LayoutSlide33
New Innovations in Paid Search
PPC Advanced Keyword Bidding Options
Display Advertising Targeting by Keyword, Property, Theme
RemarketingCustomer ListsYouTube AdvertisingMobile Ads Gmail Targeted AdsSocial Media – Hyper TargetingSocial Media Engagement AdsFacebook Carousel AdsSlide34
Expanding Reach with Social Media MarketingSlide35
Social Media Usage in the B2B MarketSlide36
Social Media Usage in the B2B MarketSlide37
Leverage Content for Social Media
Core Content
Solutions Brief
Infographic
Success Stories
Blogs
Webinars on Demand
Video
NewslettersSlide38
Social Media Marketing Fans and Followers
Building awareness around your brand/product
Driving traffic to your site, i.e. landing page, hub page
Participating and/or listening to conversations
Sales, offer downloads, etc.Slide39
Measuring Search Engine Marketing to Justify the InvestmentSlide40
Measuring SEO
What Do I Measure?
Sessions
Visitor GeographyPage ViewsVisitor
Flow
Pages Per Session
Average Session Duration
Bounce Rate
Traffic Sources (PPC, SEO, Social)
Keywords
Lead Conversions
How Do I Do It?
Google Analytics/Universal Analytics
Google Search ConsoleSlide41
Measuring Social Media Marketing
What Do I Measure?
Audience Reach/Impressions
Engagement Fans and FollowersLead Conversions
How Do I Do It?
Sprout Social
Buffer App
Google Analytics/Universal AnalyticsSlide42
Measuring Paid Search
What Do I Measure?
Impressions
ClicksAverage Position (aPos)Average Cost per Click (CPC)
Lead Conversions
How Do I Do It?
Google AdWords,
Google Analytics/Universal AnalyticsSlide43
Search Engine Marketing Next Steps
Contact
The Channel Company
and get started today with your:SEO AuditSocial AuditFind out how to enhance your overall marketing with:SEO StrategyDigital AdvertisingSocial Content and AmplificationSlide44
Copyright © 2015 The Channel Company, All rights
reserved.
Program Contacts
:Cortney Doucette, Strategic Account Manager, DellO 518-416-1149cdoucette@thechannelco.com Chelsea Albers, Marketing Account Manager, AT&TO 508.416.1139calbers@thechannelco.comSlide45
THANK YOU
Copyright © 2015 The Channel Company, All rights
reserved.
Connect With Us:www.thechannelco.com