Search Engine Marketing for Personal and project Branding

Cherubim Mawuli Amenyedor@mawulicherubim

Why Search Marketing?• Over 2 trillion search queries annually• Search impacts all areas of marketing• Not so expensive but strategic• PPC vrs Organic

Search Engine OptimizationSimply the act of modifying a website/page/app to increase its ranking in a search engine Tip

There is no cost per click. It is free. It requires a great deal of experience to execute properly.

Search Engine Marketing.(Google Adwords, Bing Ads)

TipThere is a cost per clickIt requires a good level of experience too.Inexperience may throw good cash in the bin.Good for certain products over others. What products?

Google has dominated the search engine market, maintaining an 89.44 percent market share as of the first quarter of 2016.

TipGoogle has more successful CTR than other search engines (18.83%)Bing. Baidu. AOL. Ask. Altavista. DuckDuckGo

The best place to hide a dead body is page 2 of Google Search Result Page. Tip

Optimize your personal name profile so well in the 1st page ranking.Your brand is very important. Define the result you want to be seen about you.

Search Engine OptimizationAcquiring sales leads.

Contents• What is SEO?• Google’s Algorithm.• Why use search marketing?• Ranking High.• White Hat & Black Hat SEO• Conclusion

What is SEO?• The process of affecting the visibility of a website/webpage in a

search engine’s natural (organic) or paid (inorganic) search results.

• The process of getting traffic from free, organic or natural listings from search engines.

• SERP (Search Engine Results Page)

• Content Strategy

• CMS sites• Optimise your

images• Responsive

sites

Ranking high

Google’s Algorithm

White & Black Hat techniques

PPC Advertising

What is PPC?•A form of internet advertising where advertisers pay a website owner whenever their ad is clicked on.

Why is PPC IMPORTANT?

Awareness Interest Consideration Intent Purchase

Search PPC Ad Click

Lead Sign Up

Nurture

Convert

Original Sales Line

PPC

Some jargons• CPC – The amount you pay for a single click on your ad.• CPM – The amount per mille impressions of your ad.• CPA – The amount you pay for visitors completing a specific

action on your website. • CTR – The number of clicks on your ad divided by the number of

impressions.• ROI – Return on Investment

GOOGLE ADWORDS

GOOGLE ADWORDS

PPC…

Keywords research

• Broad. Eg Keyword, Software

• Phrase. Digital Marketing

• Exact. BeeSavers• Negative; -free

PPC PROCESS