Search Engine Marketing Best Practices
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Search Engine Marketing Best Practices

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Search Engine Marketing Best Practices




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

Slide1

Search Engine Marketing Best PracticesManaged Marketing Service

Karen Levy Newnam and Liz DiSaia

Slide2

Agenda

Why Search Engine Marketing?The Role of Your Website in an Effective StrategyMaking 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 Investment

Slide3

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 Strategy

Slide6

A Cohesive Website Strategy is Essential

Slide7

Brand and Design are Keys to Effectiveness

Engaging

Images

Key Messages

Call to Action

Social Interaction

Relevant

Heading

Resource Content

Trust

Slide8

Making Sense of

Search Engine Marketing Acronyms

Slide9

SEM, SERP, SEO, PPC

SEM: Search

Engine 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

Engine 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

Engine 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

E

ngine

O

ptimization

Getting

traffic from

free, organic or natural

search results on search engines.

Slide12

SEM, SERP, SEO, PPC

SEM: Search

Engine 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

E

ngine

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

SERP

Slide14

A Deeper Dive Into

Search Engine Optimization

Slide15

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 forYour 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-seo

Slide16

How Do I Position My Company at the Top?

OLD TACTICS

Keyword

Stacking and Keyword Stuffing

Unrelated

Keywords

Tiny

Text, Hidden

Text

and Hidden Links

Cloaking

Duplicate

Content or Mirror Site

Blog

Spam or Comment Spam

Link

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, ContentMobile and ResponsiveTechnical 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 apps

Slide21

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 confidence

Slide22

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

Slide23

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 experienceMeta DescriptionHTML 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 page

Slide24

An Effective SEO Strategy Does Not Happen Over Night

It takes:

Commitment to creative, fresh, relevant contentClean website with comprehensive SEOOngoing optimizationTime and Patience

Slide25

SEO In Action

Optimized Title Tag

Keyword Included in URL

Alt Tags on Graphics

Keyword Included in H1 Tag

Emphasized Using Bold Element

Optimized Content

Slide26

Adding PPC to Quickly Raise Visibility

Slide27

Digital Advertising is an Important Part of the Mix

Early role in typical sale

Last interactions before purchase

Slide28

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 Layout

Slide33

New Innovations in Paid Search

PPC Advanced Keyword Bidding Options

Display Advertising Targeting by Keyword, Property, ThemeRemarketingCustomer ListsYouTube AdvertisingMobile Ads Gmail Targeted AdsSocial Media – Hyper TargetingSocial Media Engagement AdsFacebook Carousel Ads

Slide34

Expanding Reach with

Social Media Marketing

Slide35

Social Media Usage in the B2B Market

Slide36

Social Media Usage in the B2B Market

Slide37

Leverage Content for Social Media

Core Content

Solutions Brief

Infographic

Success Stories

Blogs

Webinars on Demand

Video

Newsletters

Slide38

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 Investment

Slide40

Measuring SEO

What Do I Measure?

SessionsVisitor GeographyPage ViewsVisitor FlowPages Per SessionAverage Session DurationBounce RateTraffic Sources (PPC, SEO, Social)KeywordsLead Conversions

How Do I Do It?Google Analytics/Universal AnalyticsGoogle Search Console

Slide41

Measuring Social Media Marketing

What Do I Measure?

Audience Reach/ImpressionsEngagement Fans and FollowersLead Conversions

How Do I Do It?

Sprout Social

Buffer App

Google Analytics/Universal Analytics

Slide42

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 Analytics

Slide43

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 Amplification

Slide44

Copyright © 2015 The Channel Company, All rights

reserved.

Program Contacts

:

Cortney Doucette,

Strategic Account Manager,

Dell

O

518-416-1149

cdoucette@thechannelco.com

 

Chelsea Albers, Marketing Account

Manager,

AT&T

O

 

508.416.1139

calbers@thechannelco.com

Slide45

THANK YOU

Copyright © 2015 The Channel Company, All rights

reserved.

Connect With Us:

www.thechannelco.com