Introduction To Search Marketing

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Introduction to

Search Engine Marketing

Matt Commins

CEO

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Search Engine Landscape

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Organic

Paid Ads,

Not Organic

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Why Is Organic Search

Engine Optimization (SEO)

Important?

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There are more than 3 billion searches a

day on Google

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42.1%

11.9%

8.5%

6.1%

4.9%

4.1%

3.4%

3.0%

2.8%

<13.2%

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Potential Customers Are

Looking For You …

Can They Find You?

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Foundation of Search:

The Keyword

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Identify Your Target

Audience

What Is The User’s Intent?

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Hypothetical Question:

Should the SBA strive to

appear on this keyword?

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Keyword = Measure of

Customer’s Intent

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Research

Looking For Particular Brand

Product Discovery

Consideration

Purchase

What Is The Intention of Your Audience?


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Exercise:

What Are Your Customer’s

Intentions?

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Takeaway: Choose a

keyword your potential

customers are looking

for.

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Fundamentals of Search

Marketing

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Restaurant

Italian Restaurant

San Francisco Italian Restaurant

SOMA Italian Restaurant

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Takeaway: Find a balance

between broad traffic and

qualified traffic.

Google Keyword Tool

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Goal of SEO: To Increase

Qualified Traffic

Through Search Engine

Rankings

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So How Do I Get To The

Top?

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Crawlability

Content

Credibility

The 3 C’s of SEOs

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Search Engines Crawl the

Web

How Search Engines Work

Search engines crawl sites Algorithms index them by

quality

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1 Crawlability

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Technical Issues Can

Block Search Engines From

Accessing And Crawling

Your Website

What a User Sees

What a Spider Sees

Basic Website Crawlability Issues

• Broken links

• Improper redirects

• No on-site Sitemap

Created

• No XML Sitemap

Created

• Poor internal linking /

Orphaned pages

• Page load time

Free diagnostics:

http://www.google.com/webmasters/

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Takeaway: Ensure search

engines can access your

website and gather

information.

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2 Content

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Content Is “Food” For

Search Engines

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Takeaway: Every page

should have keyword

theme.

Home Page

About Us Page

New Content Ideas

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3 Credibility

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Search Engines Order

Results Based on

Relevance & Authority

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Takeaway: Credibility is

king.

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Create Content

Indexation

Optimize Analysis

Traffic

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Local Search

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Takeaway: Optimize to the

geographic location of

your business.

Yelp, OpenTable, Benu’s

website, Google Local,

etc. should all have

exactly the same details.

“A one-star improvement (on

Yelp) leads to a roughly 9%

increase in revenue.”

Source: Reviews, Reputation and Revenue: The Case of Yelp

2011 Michael Luca of Harvard Business School

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Other Marketing Channels

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Key Takeaways

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Establish Credibility

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Create Exceptional

Content

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A Keyword Is A

Measurement Users Intent

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Claim Your Business

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Engage With Customers

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Why Is PPC Important?

What Can PPC accomplish?

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Organic

Paid Ads,

Not Organic

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64.6 ACCOUNT FOR

of clicks are from

OF CLICKS

%

for high commercial intent

keyword searches

Source: WordStream Research,

July 2012. US Advertiser Data Only

% ORGANIC UNPAID RESULTS

35.4

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Takeaway: Paid search is

growing tremendously as a

marketing vehicle.

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How is a Paid Search

Strategy Different an

Than Organic Strategy?

Keyword

Ad Landing

Page

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How Do I Get Started?

71 http://www.google.com/ads/yolagoogle/

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Will Everyone See My Ads

Like in Organic Search?

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No:

Use Targeting Options so

Only Prospects See Ads

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Target PCs, Tablets and Mobile Phones

Target Different Languages

Geo Target at Country, State, City

or Zip Code

Decided How Fast To Spend

The Budget

Impressions – Number of people who see your PPC ad.

Click-Through rate (CTR) – Is determined by dividing the number of users

who clicked on an ad by the number of times the ad was delivered

(impressions).

Cost-per-Click (CPC) – The amount of money an advertiser pays for a

single click on its advertisement that brings one visitor to its website.

Cost-per-lead (CPL) – The amount of money an advertiser pays search

engines and other internet publishers for a lead generated on its

advertisement.

Return on Advertising Spend (ROAS) – Ratio of money gained or lost on

an investment relative to the amount of advertising money invested.

Search Engine Results Page (SERP) - The results a user sees in the

search engines after typing in a search query.

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Takeaway: Paid search can

drive immediate sales …

but must be managed

constantly and wisely.

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Takeaway: SEO can drive

long term sales …

but requires investment

of time.

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Overall Takeaway: Confirm

your audience’s intentions

and become visible for

these intentions.

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Visit For Free Advice! http://www.fishtankmedia.com/blog/

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Matt Commins [email protected]

(650) 515-5818

mailto:[email protected]

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Questions?