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Published byKevin Richardson Modified over 9 years ago
(SEM) SEARCH ENGINE MARKETING Build Your Brand & Maximize Revenue
HOW WE SEaRCH SEARCH ENGINES PAY-PER-CLICK (PPC)
HOW WE SEARCH THE INTUITIVE NATURE OF SEARCH Search Terms Didn’t User
Ad-Hoc Known-Item Named Page Search Terms Didn’t Find You -$ User Search Search Results Found You $+
SEARCH ENGINE OPTIMIZATION (SEO)
SEARCH ENGINES THE NATURE OF SEARCH ENGINES Meta Tags Content Optimization On-Page Keyword Research CONTROL SEARCH ENGINE OPTIMIZATION (SEO) Site Structure Structure your site to be relevant Incoming Links Site visibility programmed to be “natural” / “organic” Social Media LIMITED CONTROL Develop “off-page” and “on-page” optimization strategy Off-Page Directories
SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS :
THE NATURE OF SEARCH ENGINES Data Center Data Center STORAGE of Information Data Center SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS : 1. Crawling & building an index of a site / pages Incoming Links Relevant Information Answers Popularity = Importance 2. Serve up answers by calculating relevancy & serving results. Keywords Efficient Complicated Algorithms 1,000’s of factors
SEARCH ENGINES ROADMAP TO SUCCESS KEEP IT CLEAN BE RELEVANT
Keyword-rich content based on what users are searching for but don’t overdo it. Make the site for the user not for the search engine exclusively. Create a useful site rich with information and easily digestible. Use long-tail & short-tail keywords appropriately. Clean code with correct hierarchy. Update site often with useful information. Rich media is nice but not that nice for SEO. Be descriptive, be honest, create human friendly URL’s.
SEARCH ENGINES ROADMAP TO SUCCESS RESOURCES Google Analytics
Google Webmaster Tools Google Website Optimizer (Content Experiments) Now in Google Analytics
PAY-PER-CLICK (PPC) HOW IT WORKS PAY-PER-CLICK (PPC)
Paid Placement Based on Clicks Networks & Individual Sites Varying Ad positions and Sizes
4 1 2 3 3 PAY-PER-CLICK (PPC) IMPROVING CONVERSIONS-CTR’S Determine
Budget Test / Launch Analyze Research Google Analytics 2-5% toward marketing Google Keywords Create a Campaign Set-up Account Create AdGroups Conversions Audit Website Competitor Keywords Set Budgets Make Changes 3 Optimize Landing Pages Test / Launch
PAY-PER-CLICK (PPC) SAMPLE ADS AND PLACEMENTS Google Adword Ad Google
PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESEARCH TEST / RE-TEST
Research long-tail keyword and short-tail keywords. Create 2 (two) ads & run test. Set campaign length & daily budget. Product specific keywords. Optimize landing pages with AdWords campaign ads. Network vs. Search Determine budget and cpc spend for the product. Monitor campaign & make changes.
PAY-PER-CLICK (PPC) ROADMAP TO SUCCESS RESOURCES Google AdWords
adwords.google.com Google Analytics Google Webmaster Tools Wordstream - PPC Analyzer
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