Search Powerpoint 3/2/11
Download as PPT, PDF1 like861 views
Search marketing involves optimizing websites for search engines through techniques like SEO and paid advertising. It is becoming increasingly important to integrate search marketing with social media due to the growing number of social media users and impact on search engine results. This document provides examples of how to build an effective search marketing strategy that combines SEO, social media, and paid search advertising.
Search Powerpoint 3/2/11
- 1. Search Marketing: How and Why to Integrate with Social Media
- 2. Form of Internet marketing used to promote websites by increasing visibility Tools include: SEO (search engine optimization) Paid advertising What is Search Marketing?
- 6. What is social media? Examples : - content communities - social networking sites - blogs, wikis - internet forums, portals - collaborative projects - social bookmarking A form of online media where people are talking, participating, sharing, networking and bookmarking online.
- 7. Importance of Social Media 512,080,060 users 10 million “fans” sign up to commercial “brand pages” every day Facebook accounts for 25% of all web traffic 5 billionth picture uploaded September 20 th , 2010 >3,000 images uploaded to Flickr per minute
- 13. SERP = Search Engine Results Page List of websites in response to search query Sponsored listings Images Maps Definitions News Videos
- 16. Changing Landscape of SERP Pages 3. G o o g l e Personalized Search 2. G o o g l e Suggest Sign in to Google Search results most relevant to you Follow interesting trends based on web activity Autocomplete, helps user frame search query Collection of phrases and words based on what others have typed into Google Predicts queries most users would want to see 1. G o o g l e Instant Shows actual search results in real time Arrive at the right content faster Localized , instant feedback = better search, easier to navigate
- 17. Changing Landscape: Social Search Social Search Search becomes more personal to the user Integrates content from friends & online contacts to query “ Social” added to Google Images (see friends’ pictures) “ Results from your social circle”
- 21. SEO/PR = Public Relations + Search Engine Optimization - Innovative - Combines generating more sales leads, and publicity by crafting/optimizing press releases and e-zine newsletters What Is SEO/PR? Benefits : Increase website ranking Increase referrals from search engines Position as the subject matter expert Catch attention of journalists using Google and Yahoo as news source Increase qualified prospects/clients
- 24. Building Gentle Giant’s Search Marketing Strategy: Develop/refine keyword strategy Analyze website Create SEO Strategy Document for website Implement site structure; content modifications Refine/implement keyword PPC strategy Allow for Google to crawl website Measure/document rankings Begin external link building strategy Measure/report results Perform ongoing adjustments SEO/PR
- 25. Site traffic significantly increased from 8,969 visitors/month to 14,912 three months after campaign launch Organic search traffic nearly doubled three months after optimization ( 4,609 to 9,769 visits ) Search engine keyword rankings continue to climb; local and broad keywords ranked on first page of Google and Bing Significant increase from 791 “Request for an Estimate” to 2,497 requests four months later! Gentle Giant: Results
- 26. Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in Chicago A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified
- 27. We work with and build great brands:
- 28. Core Strengths Search Engine Optimization (SEO) SEO Leveraged Public Relations Pay-Per-Click Advertising Social Media Marketing Social Media Strategy Development Web 2.0 Design and Implementation PR 2.0 (PR through Social Media) Public Relations
- 29. Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox .
- 30. AJ Gerritson, Founding Partner 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson
Editor's Notes
- #3: Cite: http://en.wikipedia.org/wiki/Search_engine_marketing Background on search marketing Background http://www.optimum7.com/internet-marketing/paid-search/paid-search-vs-organic-search.html Paid vs. organic search http://www.mortonmarketing.com/template.
- #4: Source: http://www.ereleases.com/prfuel/statistics-seo-press-releases/ Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122670 Source: http://www.conductor.com/resource-center/seo-articles/importance-page-one-visibility Source: Jupiter Research, 2008. 2 comScore, 2009 (from ppt may 4 webinar) Outline information: Increase in spending SEM spending projected to increase approximately 15% in 2010 http://www.efrontier.com/aboutus/press/press-releases/Search-Marketing-Sector-Rebounds
- #7: Source for social media definition: http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm (Ron Jones)
- #8: Source: http://www.soravjain.com/2010/01/51-fascinating-social-media-facts.html Source for Fortune 100: http://www.techiemania.com/social-media-in-business-an-infographic-of-fortune-100-statistics.html Outline information: Statistics about Social Media U.S. advertisers are projected to spend 1.295B on social media in 2010 http://www.iab.net/insights_research/947883/1675/1122511 Time spent on social media sites U.S. users’ time spent on social media sites has increase 210% in past year http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-media-sites-up-82-year-over-year/ Interesting Statistics http://aiim.typepad.com/aiim_blog/2009/08/37-really-cool-statistics-about-social-media.html 2010 Marketing Budget growth by industry http://www.emarketer.com/Article.aspx?R=1007430
- #9: Social Media Goals? Top 6 goals for social media campaigns http://www.marketerinsight.com/online-marketing/5-social-media-marketing-goals/
- #10: Social influences search – its confirmed
- #17: Google instant graph source: http://www.google.com/instant/
- #18: http://googleblog.blogspot.com/2010/01/search-is-getting-more-social.html
- #22: Introduction on search marketing and social media, and the advantages of integration, changing landscape, etc. Two case studies http://mashable.com/2008/07/23/corporate-social-media/
- #25: Source: 451 Powerpoint Presentation