Demystifying Search Engine OptimizationPlacing the “Marketer” Back into Search

Marketing

Search Engine Marketing

Everett Sizemore Stephen Riegel

What are we going to talk about…

Overview of SEO Six ways to help you put marketer back in SEM or …

What would a marketer do? (WWAMD) Practical examples/tools/insights

Demystifying Search Engine Optimization

“Supposing is good, but finding out is better.”- Mark Twain

Search Engine Optimization

Search Marketing is a Simple concept…

1. Searchers are looking for answers2. Search engines are looking to provide

the best answer3. Marketers are looking to be the answer

Demystifying Search Engine Optimization

25% of SEO is on site1. Page title/meta info 2. URL/site structure3. Content/Text

75% of SEO is off site1. Links/ anchor text2. Recommendations3. Reputation/Authority

Demystifying Search Engine Optimization

The Many Facets of SEO

Demystifying Search Engine Optimization

Search in practice is marketing

WWAMD #1:

Tag it, label it, define it – all of it

Demystifying Search Engine Optimization

Tag it, Label it, Define it – all of it

Facts1. 80% of Searches are

informational, 10% navigational

WWAMD = Label your info1. On site – tag images, label links

fill out all meta data, use wordsin urls

2. Off site – Digg it, flickr, facebook,list it, tag it, promote it

WWAMD = Label your info1. On site – tag images, label links

fill out all meta data, use wordsin urls

2. Off site – Digg it, flickr, facebook,list it, tag it, promote it

WWAMD #2

Understand that customers search on their terms, not yours

Demystifying Search Engine Optimization

Facts1. 61% find natural search results

relevant to their search2. 35% of searches have no clicks

Customers search on their terms, not yours

WWAMD = Become Relevant1. Talk to consumers/sales staff2. Develop your Search empathy3. Monitor Social Media

WWAMD = Become Relevant1. Talk to consumers/sales staff2. Develop your Search empathy3. Monitor Social Media

WWAMD #3

Be opportunistic—keyword targets come anytime/everywhere

Demystifying Search Engine Optimization

Facts1. Search is driven by

needs/wants that change

Be opportunistic - anytime/everywhere

WWAMD = Be ready1. Monitor chatter -

Tweets, MSN adlabsGoogle alerts/trends

2. Capitalize – Take action

WWAMD = Be ready1. Monitor chatter -

Tweets, MSN adlabsGoogle alerts/trends

2. Capitalize – Take action

WWAMD #4 :

Educate yourself and become an early adopter - Search Changes

Demystifying Search Engine Optimization

Search changes, marketing doesn’t, be in the right place at the right moment

Search marketing changed May 13th, tomorrow it will too

WWAMD #5 :

Understand that SEO is an ongoing process, not a project

Demystifying Search Engine Optimization

FACTS1. SEO intersects with every stage in

the buying cycle2. 90% of marketers engage in SEO 3. 36% integrate with other efforts

SEO is a process, not a project

WWAMD = integrate it1. Move it to the planning process2. Segment terms into stages in the

process that you can target3. Repeat

WWAMD = integrate it1. Move it to the planning process2. Segment terms into stages in the

process that you can target3. Repeat

SEARCH

FACTS1. 50% of marketers cite

Organic SEO as a top ROI tactic

2. Only 10% of SEM spend is on Organic SEO efforts

Repeat…SEO is not a project

WWAMD = kazien it1. SEO is a process

not a project 2. Make Continuous

improvements

WWAMD = kazien it1. SEO is a process

not a project 2. Make Continuous

improvementsSource: Aberdeen 2008 Best in Class SEM Practices

WWAMD #6 :

Extend SEO mindset beyond the site— optimize your digital content

Demystifying Search Engine Optimization

FACTS1. Your brand does not exist

in a vacuum2. In SEO 1+1=33. You have the power to

change someone else’s rankings

Extend your SEO mindset beyond the site

Source: Oneupweb

SEO and PR Intersect

Extend your SEO mindset beyond the site

WWAMD = Loss Leaders

1. Get more out of yourlink building efforts thanJust links.

WWAMD = Loss Leaders

1. Get more out of yourlink building efforts thanJust links.

SEO and Social Media Intersect

What do Twitter and Facebookhave to do with SEO?

- Link Building- Reputation Management- Keyword Research

Search Engine Optimization

SEO and Brand Management Intersect

Search Engine Optimization

WWAMD = Make Lemonade

1. Reactive TacticsGetting bad search results offpage 1 of Google.

2. Proactive TacticsMonitor your brand image.Catch situations before they get indexed or go viral.

WWAMD = Make Lemonade

1. Reactive TacticsGetting bad search results offpage 1 of Google.

2. Proactive TacticsMonitor your brand image.Catch situations before they get indexed or go viral.

SEO and Market Research Intersect

Search Engine Optimization

WWAMD = Market Research

1. What is selling well foryour competitors?

2. What else are yourcustomers trying to buy?

3. What is the next “hot thing”?

WWAMD = Market Research

1. What is selling well foryour competitors?

2. What else are yourcustomers trying to buy?

3. What is the next “hot thing”?

SEO News and Articleswww.SEOmoz.org (+ tools)www.SEObook.com (+ tools)www.searchenginewatch.comwww.clickz.comwww.sitepronews.comwww.searchenginewatch.comwww.sempo.orgwww.seo-news.com www.webpronews.comwww.searchengineland.com www.sphinn.com

SEO Resources

SEO Toolswww.keyworddiscovery.comwww.wordtracker.comwww.combinewords.comGooogle Adwords Keyword Selectorwww.xml-sitemaps.comwww.google.com/webmasters/toolshttp://siteexplorer.search.yahoo.comwww.Spyfu.comwww.link-assistant.com/seo-spyglasswww.markhorrell.com/tools/density.aspXenu Broken Link Checker

Demystifying Search Engine Marketing

Everett Sizemore Stephen Riegel

@balibones @faction

/in/everett /in/steveriegel

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