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SEM, SEO, PPC and other buzzwords demystified. Presentation from DrupalCampMA. Additional resources to check out are: SEO: The Free Beginner's Guide from SEOMOZ, seobook.com/blog and distilled.net/blog.
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SEM, SEO, PPC & other buzzwords
website traffic
you’ll learn‣ how to really get traffic to
your site‣ how to turn traffic into leads‣ what all those buzzwords
mean
a little about you
what’s SEM?tried some thingshave the numbers to prove it
your SEM skills
how do you get traffic
‣ SEO‣ SEM‣ PPC‣ traditional
marketing‣ smoke signals‣ none of the
above
tagcloud by wordle.net
what is success?
conversions = success
websites don’t generate trafficsearch engines don’t converttogether = success
but...
let’s start with traffic
SEM
umbrella termeverything marketing on the web
Search Engine Marketing
the growth of search
source: widasearch.com
SEO
“free” but needs:solid foundationplanninglots of work
Search Engine Optimization
on the page SEO
contenthtmlarchitecture
tagcloud by wordle.net
on the page SEO
off the page SEO
linkssocialtrustpersonal
tagcloud by wordle.net
evolution of SEO
optimize for people, not robots
user experience
@#%^&@#%^&
PPC
instantly successfulhighly customizable and flexibledelivers data to drive results
Pay Per Click
PPC run down
campaignsad groupskeywords and key phrasesadsbudgetbids
relevancyROIrank
PPC best practices
don’t skimp when it comes to setupdon’t rely on automationavoid display network faux pas
PPC example
2 years20 ad groupsover 5,000 keywords96 ads
with me so far?
converting leadsthe basics
landing pages
first things firstnecessary for lead capturesimple to create
great landing pages
discourage wandering eyeshave great calls to actioncapture the right informationare linked to goals
success comes from...
constant analysisconstant refinementnot losing sight of your goals
don’t guess - testwhichtestwon.com
the winner is...
no icons = 11% more conversions
source: whichtestwon.com
source: whichtestwon.com
40% more add to cart clicks
source: whichtestwon.com
source: whichtestwon.com
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200% click-throughs300% revenue
source: whichtestwon.com
remember
test oftentest earlymeasure resultsmeasure the real cost
pro tipsbeyond the basics
SEO
google author rankfocus on localhistoric keyword research
pro tips
PPC
youtubecompetitor review tipsnegative keywords
pro tips
