search marketing 2015: seo & sem from a business perspective
DESCRIPTION
Learn the basics of SEO, from a business perspective. What you need to understand about SEO as you start a business, represent a larger company, or hire an SEO as a member of your marketing team. The slides have been updated to reflect the latest in SEO for 2015. Keep in mind that this is a sky-high presentation geared towards graduate level marketing students with little to no experience in the SEO field. If you are an active SEO or experienced online marketer, this is likely far too basic for you.TRANSCRIPT
Search Marketing
By Lauren L Perfors
Who Am I?
Study Here.
Work here.
Play Here.
How We’re Going to Get Through This
• Search Marketing Overview• A SERP• SEO & PPC• Where Users Search• The Mysterious Algorithm• How to Hire An Agency• How to Learn More • Questions• Time to Wake Up, I’m Done.
Search Marketing
Paid
• Pay for Visibility
• Only Exist When Paying
Organic
• Natural• Determined to
be the Best by Search Engines
Let’s Pick Apart a SERP
Let’s Pick Apart a SERP
SEO• = Search Engine Optimization• Working to gain natural/organic/free listings on
search engines.• Proving that YOUR website is the BEST• Long Term Strategy
“I want long term visibility that LASTS!”
PPC• = Pay Per Click • Also Called: Paid Media, Paid Search, Sometimes SEM (Search
Engine Marketing)• Gaining traffic by purchasing ad placement on search engines.• Instant, trackable ROI• No direct residual benefits
“I NEED to be #1
TOMORROW!”
Not Mobile? Just Go Home.Page 1 Bottom, Page 2
“There’s a 2ND PAGE?! What…?”
–Every mobile user, Everywhere.
SoLoMo… So Yesterday
Social
LocalMobile
The Major Players
A Few Others
65% US
20%US
Don’t forget us! 1.2%... Your grandmother uses us
all the time!
Google… a Business
• Since 1998• Initial goal academically-based• Called search engines who had gone commercial
as “black art”• Link metric based algorithm
Bing… a (copycat) Business
• Since 2009• Powers Yahoo!• 20% U.S. Search + Another 12% With Yahoo!• Initial Goal Business-Based: Microsoft Scared NOT to
Enter Search• Default in IE Browser (who uses that…)
Come So Far…
1997:1 in 4 finds itself.
Lucky us, they outgrew that.
1994:110,000 pages
Today, 23 Billion pages
How to Tell Google YOU’RE the BEST
On-Site:Through Your
AWESOME Website
Off-Site:Through Everyone
Else’s Websites
BRIBERY!! Pay for Visibility with PPC
Google SEO: The Algorithm Mystery
“Think” like a person to answer questions like a person.
• Related text, especially in headings• Trustworthy brand• Functional
What would a person look for?
Link metric-based
SEO: Google Gets Up in Yo’ Grill
• Where Are You?• Who Do You Talk To
Online?• What Else Do You
Look At on the Web? (Hmm.. That could get ugly)
Example: Asana is a task management system I use. Instant results show it’s most commonly associated with yoga. But my search history shows I want asana.com, so it comes up first before yoga or even Wikipedia.
SEO: On-Site Optimization• Content– Have it.– Make it original.– Make it
fun/engaging/exciting.– Rinse and repeat.
Constantly.
• Technical– Make it work.– Error-free.– Lightning fast.– Crawlable.
#1
#2
A 404 Error Page
SEO: Off-Site Promotions
• Local• Social• Press/News• Blogs
Mastering PPC
PPC has an algorithm of its own (yep, scary), so things like relevancy,
quality content, and CTR count.
Google makes sure ads are relevant to searches.
You can’t trick Google. Your ad REALLY has to
match the website page where you send the
user.
Related URL
Related Ad Text
PPC Big Types
Text Ads Display Banners
PPC Main MethodsKeyword Bids• Searching for cookies?
We have cookies.
Content Placement• Reading about school?
Check out this pretty picture of OUR school.
PPC Main Methods
• Think you can escape? Think again.
• Text + display• Search +
content
Retargeting
How to Show Success: SEO
• Rankings• Traffic• Engagement
Image Source: Lawton Digital Marketing Reporting Platform
How to Show Success: PPC
Traffic Leads Conversions
Why SEO & PPC Must Be Friends
• Optimized and executed differently, but work together for Google SERP DOMINATION.
• Keyword Strategy Sync
• Cost Efficiency
Hiring An Agency: A Good SEO Firm• Regular Reporting– Rankings– Traffic
• Talks Through Algo Changes
• GA Certified Staff• Most Offer Flat Fee
Monthly Contracts
Hiring an Agency: A Good PPC Firm
• Regular Detailed Reporting– Traffic– Conversions– Leads
• AdWords Certified Staff• Most Charge Variable Monthly Spend % With
Minimum Monthly Fee – Creative is Usually Extra
Wrap It Up
2 Big Areas Make Up Search Marketing
• Organic• Paid
SEO
• Complex & Long Term Results
• Constantly changing
• Prove to Google You’re the BEST Result
PPC
• Instant Results• Limited Only By
Your Budget• Buying Your Top
SERP Placement
Questions
Fascinated? Entranced?Learn More
• SEO– Search Engine Land – www.searchengineland.com– Moz – www.moz.com– Google search this: “Google Beginner’s Guide to SEO” –
download the PDF (the URL string is super long)• PPC– Inside AdWords – adwords.blogspot.com– PPC Hero – www.ppchero.com– PPC Academy by Search Engine Land -
searchengineland.com/library/features/ppc_academy
Thank You!