Introduction to Search Marketing

Introduction to Search Marketing David Spivac, April 2012

© Banner Corporation plc, 2012

SEM •  Search Engine Marketing, (SEM), is a form of Internet Marketing that

seeks to promote websites by increasing their visibility in search engine result pages (SERPs). Source: Wikipedia

•  First core principle: •  The more SEO compliant a website is … •  The more efficient and cost effective the PPC campaigns are.

SEM SEO PPC

© Banner Corporation plc, 2012 Source : http://www.mainlinemedia.com/


Search Engine Results

•  Sponsored results •  Bid for position •  Pay every time a user clicks

on your advert

PPC

•  Increase your chances of being listed using SEO techniques

Standard organic results

•  Another opportunity if you offer products

Shopping results

•  Achieve listings using image and video optimisation

Media results Standard organic results

Standard organic results

PPC

Shopping results

Media results


SEO versus PPC

• You can affect standard organic, media and shopping results

• Takes time for results of the work to take effect • Gradual process of improvement • Requires ongoing work • Residual benefit will be seen even when your budget

has stopped.

SEO

• After setup, results are almost instantaneous • Requires management to ensure budget is not wasted • Once budget has stopped, results also stop PPC


Inter Connectivity PPC & SEO

Campaign Landing page

PPC Account

Website Structure

Each campaign matches its specific landing page equivalent


SEO: Breakdown

SEO

On-Site

Code

Severe problems may mean search

engine spiders can’t index, interpret and list the content in the search engine

results pages.

Content

With a limited amount of

content, there is a limited range of terms your site can rank

for.

With poorly targeted

content, you may rank for ineffective

terms.

Off-Site

Connections

Without links to your pages, the search engines will not find the

content.

With poor quality links, the

site may be subject to

search engine results

penalties.

Poor anchor text reduces the effectiveness of links in terms of

keyword rankings.


SEO: Process Technical Analysis

Keyword Research

On-site Optimisation

Develop Content

Develop relationships

Monitor Results


SEO: Example tasks

Technical Analysis

Site speed

CSS/JavaScript

Use of Flash

Broken links

Url Canonicalization

Duplicate content

Keyword Research

Brainstorm keyword topics

Review search volume,

competition and relevance

Define keyword sets

Map to site structure

On-site Optimisation

Internal links

Body copy

Metadata

Link anchor text

Image optimisation

Headings

Emphasised text

Develop Content

Optimise existing content

Determine new content required

Schedule regular updates

Respond to commentary

Develop relationships

Determine target sites

Local listings

Social media profiles

Guest blogs

Respond to external mentions

Monitor Results

Review conversion rate

for terms

Review conversion rate

for landing pages

Review rankings v traffic volume

Monitor external mentions

Review keyword targets


SEO: It’s not a ‘one off’ effort

Reasons : Low barrier to

entry - competitors

strive to improve their rankings

Search engine algorithms keep changing to give

the user the most relevant

results

User behaviour changes – The way we search has developed

over time

New trends & developments in the media, your

industry and your product

range


PPC: Process Competitor research

Keyword Research

Develop campaign structure

Create adverts to test

Landing page development

Conversion tracking

Monitor Results


PPC: Structure

Ad Group

Campaign

Account Account

Industry terms

Industry term 1

Geographically Targeted

Loca:on 1 Loca:on 2

Product range

Product 1

Compe:tors

Compe:tor 1


PPC : Make the most of it

•  Add store locations – increases relevance to local users & adds prominence Local

•  Checkout button can increase click through rate

Google Checkout

•  Direct links to products •  Additional product boxes add prominence Shopping

•  Alternative entry points •  More prominence Site links


Building Trust Through SEM & Social

Source : http://www.elliance.com/


Social Media Activities


Thank You

Source : http://www.flickr.com/photos/7804014@N08/

Business

Introduction to Search Marketing