Overview of SEO & SEM
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The document provides an overview of search marketing, focusing on Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as essential tools for enhancing online visibility. It outlines the significance of effective search marketing, referencing statistics that highlight consumer behavior and detailing the benefits and tactics associated with both SEO and SEM. Additionally, it features case studies, including Macy's successful search marketing campaigns, demonstrating measurable results and strategic approaches.
Overview of SEO & SEM
- 1. Overview of Search Marketing: SEO & SEM Sanger & Eby New Horizons Computer Learning Centers 24 March 2011
- 2. About Sanger & Eby • Strategic Design and Technology Firm Focused on Specialized Business Communications • Services Include: – Strategic planning and research – Social media strategy and execution – User experience planning – Print and interactive design – Interactive and multi-channel marketing – Content development – Search marketing (SEO & SEM) – Website development – Custom business and web applications – Mobile applications Seminar Series 2011 24 March 2011 2 Copyright Sanger & Eby 2011 All Rights Reserved
- 3. Fast Facts About Sanger & Eby • Founded in 1988 by Lisa Sanger & Donna Eby • Certified Women’s Business Enterprise (WBE) • Staff of 21 Employees • All Strategy, Design, and Programming Done In-House • 15 Years Experience Creating Websites • 700+ Sites Designed and Developed • 95% Client Retention Rate Year Over Year • Clients include: – Macy’s – Fifth Third Bank – Luxottica – RotoRooter – Crayons to Computers – Children’s Hospital Seminar Series 2011 24 March 2011 3 Copyright Sanger & Eby 2011 All Rights Reserved
- 4. What is Search Marketing? • Search marketing is leveraging search engines such as Google, Bing, and Yahoo to market your company, brand, or product via paid and editorial search engine results • Ensuring your company is featured prominently in search results when people enter keywords or phrases related to your business. • Two Primary Components – Search Engine Optimization (SEO) – Search Engine Marketing (SEM), a.k.a. Pay Per Click (PPC) 24 March 2011 2011 Seminar Series 4
- 5. Want to Catch a Fish? Fish where the fish are. 24 March 2011 2011 Seminar Series 5
- 6. The Value of Search Marketing • 50% of Consumers Start Purchase with Online Research • 63% of B2B Buyers Start with Online Research • 85% of B2B Buyers Do Online Research During Buying Cycle • To Buy from You, They Have to Find You • 1 Trillion Websites…and Counting • 90% of Search Engine Users Don’t Look Past the Top 30 Results • 75% Don’t Look Beyond the First Page • Rankings 1-5 10 Times More Likely to Be Clicked on Than 6 & 7 Sources: PowerReviews Study 2010, Nielsen/NetRatings, Enquiro Search Solutions, Google The New Rule of SEO, 2010 24 March 2011 2011 Seminar Series 6
- 7. Benefits of Effective Search Marketing • Increased Visibility • Increased Awareness • Perception of Leadership and Increased Credibility • Powerful Branding • Immediate Results (PPC) • Long-Term Visibility (SEO) • Increased Targeted Traffic • Increased Conversion Rates for Call to Action • Decreased Cost per Lead • Decreased Cost per Sale • Increased Sales • Measurable 24 March 2011 2011 Seminar Series 7
- 8. Search Engine Optimization (SEO) • The process of improving the visibility of a website or specific page in search engines through natural or organic search • Utilizes search engine algorithms to elevate a site to top rankings in search results • Considers how search engines work and what people search for • Ongoing process (search engines continually refine algorithms) • Key techniques include: – Editing content and HTML within a site – Increasing relevance for specific keywords and phrases – Removing barriers to search engine indexing – Building link popularity • Related negative category: Black Hat SEO 24 March 2011 2011 Seminar Series 8
- 9. Search Engine Marketing (SEM) • Search advertising model in which advertisers pay the search engine when a featured ad is clicked. • Advertisers bid on keywords and phrases relevant to their business to achieve visibility within paid search results. • Search engines display an ad when a user keyword query matches the advertiser’s keyword list. • Ads are called sponsored links or sponsored ads • Appear separately from organic search results • Also referred to as Pay Per Click (PPC) 24 March 2011 2011 Seminar Series 9
- 10. Leading Search Engines • Google • YouTube • Bing • Yahoo! • Ask • AOL 24 March 2011 2011 Seminar Series 10
- 11. How Search Engines Work • Register Site with Search Engine • Automated Site Crawlers (AKA “spiders” or “bots”) • Index Content in Database • Utilize Specialized Algorithms to Rank Sites • Display Contents of Index Based on User Search Queries • Constantly Adjusted Algorithms – Better user experience – More relevant search results – Level playing field 24 March 2011 2011 Seminar Series 11
- 12. How to Get Started with Search Marketing • Determine your objectives • Develop a search strategy • Identify strategic keywords (including long-tail keywords) – Relevant to your business and products or services – Include negative keywords – Google AdWords or WordTracker – Leverage for both PPC and SEO – PPC results feed into SEO • Develop Good Content Featuring Strategic Keywords • Home Page Highest Priority • Remember Your Home Page May Not Be the Entry Point 24 March 2011 2011 Seminar Series 12
- 13. Benefits of SEM • Flexibility • Immediate Results • Control Over Location and Time Ads Appear • Google Content Network Displays Ads Across Sites • Test Keywords for SEO • Merit-Based Rankings (Not Just Bids) – Quality score and relevance – Clickthrough rate and relevance 24 March 2011 2011 Seminar Series 13
- 14. Secrets of SEM • Make Ad Copy Relevant to Search Terms • Manage and Track Campaign • Utilize Long-Tail Keywords • Utilize Landing Pages • Test Your Ads • Adjust Budgets for Keywords • Measure, Measure, Measure • Optimize, Optimize, Optimize 24 March 2011 2011 Seminar Series 14
- 15. Case Study: Macy’s District Planner Recruiting 24 March 2011 2011 Seminar Series 15
- 16. Macy’s District Planner Recruiting 24 March 2011 2011 Seminar Series 16
- 17. Macy’s District Planner Recruiting • Strategic Landing Pages Provide Details on Position • Clearly Featured Call to Action (Yes, I’m Interested!) • Follow Up Page Includes Short Response Form • Both Pages Include Tracking Code • Enables Accurate Measurement of ROI • Provides Tracking of: – Impressions – Clicks – Applications Completed • Macy’s Can Quantify Cost for Each Action 24 March 2011 2011 Seminar Series 17
- 18. Macy’s District Planner SEM Results • 1MM+ Impressions per Month • 2,500+ Clicks • 9% Conversion Rate • 50%+ Identified as Appropriate Candidates & Enter Interview Process • Expanding Campaigns to Other Positions 24 March 2011 2011 Seminar Series 18
- 19. Search Engine Optimization Tactics: Internal • Long-Tail Keywords • Page Titles • Headlines and Subheads • Body Text • Alternate Text for Images and Interactive Pieces (Flash, etc.) • Accessibility • Meta Tags 24 March 2011 2011 Seminar Series 19
- 20. Search Engine Optimization Tactics: External • Register with Search Engines • Build Link Popularity • Utilize Social Media • Start (and Maintain) a Blog 24 March 2011 2011 Seminar Series 20
- 21. Case Study: Macy’s Diversity Leadership 24 March 2011 2011 Seminar Series 21
- 22. Case Study: Macy’s Diversity Leadership 24 March 2011 2011 Seminar Series 22
- 23. Case Study: Macy’s Diversity Leadership • Content-Rich Pages • Limited Use of Flash • Strategic Page Titles, Headlines, and Meta Tags • Alternate Text for Images • Text-Based Navigation 24 March 2011 2011 Seminar Series 23
- 24. Macy’s Diversity Leadership Results • #1 Spot in Google for Key Search Terms • Traffic Increased 41% • 82% of Visits are New • All Major Site Sections Receive Nearly Equal Traffic • Dramatically Increased Awareness 24 March 2011 2011 Seminar Series 24
- 25. Social Media and Search • Search engines are indexing social media content – Facebook – Twitter – LinkedIn (particularly Groups and Answers) • YouTube is the second largest search engine • Increases visibility and inbound links • Generates multiple and unique listings 24 March 2011 2011 Seminar Series 25
- 26. Blogging • Share Your Expertise and Promote Your Business • Additional Opportunities to Utilize Keywords • More Pages of Content to Index • Frequently Updated Sites Rank Higher • Expand Your Focus (Comments on Other Blogs) • Participate in the Conversation 24 March 2011 2011 Seminar Series 26
- 27. The Perils of Black Hat SEO • Defined as using unethical techniques to improve search engine rankings • Presents content differently to search engine spiders than to search engine users • Creates a poor user experience • Violates search engine rules and policies • Sites are penalized or even delisted when caught • Short-sighted solution to a long-term problem • JC Penney Case Study 24 March 2011 2011 Seminar Series 27
- 28. Black Hat Tactics to Avoid • Keyword Stuffing: long lists of keywords without other content • Hidden Text: e.g, white text on a white background • Doorway Pages: pages users don’t see, created just for search engines • Link Farms: long lists of unrelated links that artificially boost link popularity • Link Spamming: Posting your URL on unrelated or irrelevant sites 24 March 2011 2011 Seminar Series 28
- 29. Questions?
- 30. Want a Copy? Contact me! kjenkins@sangereby.com 513.784.9046 Twitter: sangereby Facebook: Sanger & Eby LinkedIn: Kat Jenkins 24 March 2011 2011 Seminar Series 30