NY State SBDC Staff Conf SEO PPC Session

5/18/2012 DRAGONSEARCH MARKETING I May 2012 1

Etela Ivkovic, GM, DragonSearch - @Etela

Josepf Haslam, Biz Dev, DragonSearch - @Josepf

The Art & Science of SEO/PPC

How creativity & math make money online.



Source: BIA/Kelsey Group, User View Wave VII, May 2010

97%of online consumers research products & services

online before buying


Promise


What it looks like


• Dominate is the Pay-Per-Click (PPC) model• Advertisers do not pay to show ads• Pay only for clicks on ads

• Google offers two options:

• (google.com/adwords)

• (google.com/awexpress)

• Other Search Engines such as Bing/Yahoo also offer PPC

Search Engine Marketing (SEM)

Some Graphics & content via Google


Other Online Advertising Types

• Platforms such as Facebook/LinkedIn• Email Ads• Video Ads• Flash / DHTML Ads• Advertorials• On-site Sponsorship• Display Ads• Targeting Methods: Behavioral Targeting; Geo-

Targeting / Local Advertising; Contextual


How do AdWords & AdWords Express work?

clothing boutique brooklyn

Your Website

Graphics & content via Google


Advertisers pay for clicksThis advertiser pays when someone clicks the ad



AdWords Express FAQ

• Question: How is this different from AdWords? Answers:

• AdWords Express picks keywords and bids. • No website required.• Ads appear on Google and Google maps only.• Ads are text only.• Express uses a monthly budget (AdWords has a daily budget).

• Question: How is this the same as AdWords? Answers:• Advertisers write ads.• Advertisers pay only for clicks.• No startup or cancellation fees, no minimum commitment.

google.com/awexpressGraphics & content via Google



What is Google Analytics?• A free, easy-to-use web analytics tool• Provides reports showing how visitors found your website, and

what they did when they got there• Measures the effectiveness of your online and offline marketing

campaigns• You STILL may need to build a Marketing ROI Dashboard to

integrate offline channels!!!

www.google.com/analytics



Am I creating effective content?

How can I improve site interaction?

What keywords did they use?

Where are visitors coming from?

Where are visitors abandoning my shopping cart?

What answers can Google Analytics provide?



Set goals and track performance



Google Insights for SearchView what the world is searching for and gain insights for your business


Applying Insights to predict product sales

Compare interest between states or regions:

• What type of jeans should a Wyoming retailer stock?• What about Oklahoma?




Evolution


0: Self Published Indexes/Directories1: Human Published SERPs (Yahoo)2: Counting Words on a Page (Altavista/Lycos)3: Counting Words & External Links (Google)4: PageRank as “Voting” with Links (Google/Bing)5: Social Voting, Site Authority, Awesome content,

Citations, Connectedness


Step back


Why


• 71% to 83% of people use “Reviews” to influence Purchase decisions

• 80% will change a decision based on Negative ReviewsGraphic Source: http://www.brafton.com/infographics/why-content-for-seo

http://www.brafton.com/infographics/why-content-for-seo


BUT, does Social Media make Bottom-line Business Sense?!?!?!

• A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.


What is SEO?

• Search Engine Optimization is the Art & Science of helping your site be found (rank higher) in Organic/Natural (nonpaid) Search Results.

• SEO is a process & a mindset!• SEO is comprised of 3 basic focus areas:


Optimization It all begins with Search Phrases (keywords)!

1. Site Code 2. Site Content3. External Backlinks –

which are becoming External Signals!

The 3 legged stool of SEO


Take a deep breath

• Website is posted, linked to, or updates it’s content• Search Engine “spider” or “bot” crawls the page• Skims URL, page titles, meta data, text, images &

other content• Follow links: counts in/out• Indexes content, keywords, SEMANTICS• “Weighs” the page relative to others for relevancy


Image copyright: public domain

Mythical Beast Example


Research

– Body Text here– Body Text here– This is a test– 123




FocusRumplestiltskin

Big Bad Wolf

Cinderella Sleeping Beauty

Mother Goose


Short Head – Long Tail

Beast

Mythical Beast

Mythical New York Beast

Mythical New York Subway Beast


Think in neighborhoods


Doing Things the Right Way


<HTML>

</HTML>


<HTML>

</HTML>

<head>

</head>

<body>

</body>



<h1>My Top Header</h1>

<p>A bunch of paragraph text</p>

<h2>A Secondary Header</h2>

<p>And a lot more paragraph text</p>

<h3>A Tertiary Header</h3>

<p>And perhaps some more text</p>

<p>A List:</p>

<ul> <li>A list item</li> <li>Another list item</li> <li>Yet another list item</li></ul>

<p>And this is a <a href="http://mylink.com">LINK </a></p>


The Back Link Portfolio

Easy

Hig

h

Difficult

Low

Directories

Special Sites


NEW SCHOOL

OLD SCHOOL

BROADER LONG TAIL

RELATIONSHIPS including Backlinks

& Social Signals!

RELEVANT

CONNECTIONS

SHORT HAND OPTIMIZATION

(keyword stuffing as well)

BACKLINKSReciprocal Linking

(many times purchased)

SEO-NATURAL SEARCH

Connection relevance secondary

Fueled by

Social Media

SEO Natural Search


Virtuous Circle of Social Media for SEO


• Search link:www.mywebsite.com• Use Google Webmaster Tools

http://www.google.com/search?q=link:www.google.com






Any and all questions entertained!

Q & A!

Josepf Haslam, Etela Ivkovic | DragonSearch.net/blog

[email protected] | Twitter: @Josepf

[email protected] | Twitter: @Etela

mailto:[email protected]



Josepf Haslam, Etela Ivkovic | DragonSearch.net/[email protected] | Twitter: @[email protected] | Twitter: @Etela

Thank You!

Social MarketologyRelease date: June 2012

Available Pre-order on Amazon!





Technology

NY State SBDC Staff Conf SEO PPC Session