Search Engine Marketing Best Practices - PowerPoint Presentation

Presentation on theme: "Search Engine Marketing Best Practices"— Presentation transcript:

Slide1

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