Embed Size (px)
Citation preview
Ask The Certified Search Engine
Experts
Meet The Experts
James Sackor Digital Marketing SpecialistOver a decade of marketing experience, specializing in search marketing and conversion optimization.
Google certifications in Adwords, Shopping Advertising, and Analytics.
Eron CohenDigital Marketing SpecialistOver 15 years of digital expertise, specializing in online advertising and search engine optimization.
Google Certified in Adwords, Analytics, and YouTube. Bing certified.
#MM4EXPO
Question #1:
Does PPC and SEO refer to the same thing?
A)YesB)NoC)Where am I?
#MM4EXPO
Answer #1:
B) No
Pay Per Click (PPC) Advertising:Advertising model used to direct traffic to websites. Advertisers
pay publishers for ad placements and ad clicks.
Search Engine Optimization (SEO):The process of marketing one’s website to increase visibility in
search engine’s unpaid (organic) results.
#MM4EXPO
Question #2:
What helps you get your business to the top of Google search results?
#MM4EXPO
Answer #2:
Google tends to rank websites that offer more than a static online brochure. Every business has something to offer.
A website should be an important part of your business strategy.
It should be a unique, shareable, dynamic discussion channel with your potential customers. What will you create?
Is Your Website a Valuable Resource?
#MM4EXPO
Question #3:
Are traditional SEO strategies still effective?
A)YesB)NoC)Seriously, where am I?
#MM4EXPO
Answer #3:
A) Yes, Absolutely!Though it is important to monitor Google Algorithm updatesto keep up with the latest ranking factors, traditional SEO strategies aren’t going away.
Link building (more importantly, link earning), evergreen content, and directory submissions are still important SEO practices.
#MM4EXPO
Question #4:
What makes a website mobile friendly, and why does it matter?
#MM4EXPO
Answer #4:A mobile friendly website is one that has been designed and optimized so that all visitors, no matter which desktop or mobile device they are using, has the best experience possible.
#MM4EXPOImage courtesy of evolve.com
Answer #4:
Why it matters:• In 2014, mobile traffic (search and apps
combined) exceeded desktop traffic.
• There are approximately 2 billion desktop computers in the world and more than 5 billion mobile devices.
• In the USA, 94% of people with smartphones search for local information on their phones.
#MM4EXPO
Question #5:
Will Google advertising (AdWords) work for my business?
A)Only if you’re an online retailerB)It works for any businessC)Only if you have deep pockets
#MM4EXPO
Answer #5:B) It works for any business
Pay per click advertising is a great way to gain more visibility for your business, no matter what the industry! With advanced targeting tools, it is easier than ever to market your business in the most cost effective way possible.
Understanding & establishing your website goals will determine just how effective PPC advertising can be for any business.
#MM4EXPO
Question #6:
How much does it cost to advertise on Google?
#MM4EXPO
Answer #6:Advertisers control how much they want to spend by setting a daily budget and setting a bid for each click.
It becomes a question of return on investment:
How much is a website visitor worth?What is your conversion rate/offline close rate?How does that translate to revenue for your business?
Question #7:
Why do these ads keep following me around?
Answer #7:
Retargeting…and cookies!Often times when you visit a website, a “cookie” is placed in your browser by that website. The website can then send images or text ads across other websites your visiting to remind you about their products & services.
Retargeting can be a highly effective strategy for advertisers. Campaigns can be easily developed, managed, and optimized through Google AdWords.
#MM4EXPO
Question #8:How do you measure campaign success?
#MM4EXPO
Answer #8Ultimately, success is measured by your return on investment.
Key Performance Indicators (KPI) may include conversion rate, time on site, bounce rates, or other engagement indicators.
There are excellent tools to help you gauge your success. Google Analytics is a popular free website analytics package that we use with our clients.
#MM4EXPO
Question #9:
Should I only care about Google?
A)Almost everyone uses GoogleB)Don’t forget about Yahoo! and Bing
#MM4EXPO
Answer #9:
B) Don’t forget about Yahoo! & Bing
Most figures put Google’s search market share around 67%. That leaves about 33% of your audience on other search engines like Yahoo! and Bing. Though limited in traffic volume compared to Google, there are advantages to marketing on other search engines!
#MM4EXPO
Question #10:
How can I get local customers for my business?
#MM4EXPO
You can reach local customers when they search on Google.
#MM4EXPO
Strategy What you can do
Paid Search - Buy search ads for a range of worthwhile phrases-it’s the fastest way to get in front of local customers. (Don’t forget about mobile customers!)
- You control the costs and pay for performance.
Organic Search - Claim Your Google My Business Page.- Invest in content marketing-post quality content to your site.- Build a positive reputation with reviews and social media. Get
links!
Answer #10:
Local tips
• Google is making a huge effort to win on local, but this means it’s getting more complex for businesses.
• Your best strategy combines paid, mobile and organic searches. Don’t ignore Google My Business and encourage customer reviews.
• Keep your site fresh with quality content, and make it as useful as possible to searchers.
Answer #10:
#MM4EXPO
Anatomy ofa SERP!
#MM4EXPO
