Search Engine Optimization to Marketing: from Basics to

Hot Trends

Presented to:IABC Atlanta

Technology SIG

July 19, 2011

About Me & PPI

Degrees in Business/Marketing and Communications Management

Marketing > 20 years

Search engine marketing = 13 years

Full-service, award-winning search engine marketing agency based in Atlanta

Provide search engine optimization (SEO) & pay-per-click (PPC) services to clients nationwide

Agenda

• Search Engine Optimization (SEO)

• Pay-Per-Click (PPC), aka Paid Search advertising

• Social Media

• Measuring Results

• Newer & Advanced Developments

• Q&A

Search Engine Optimization

(SEO)

Organic, editorial,

natural, algorithmic

results (SEO - Search Engine Optimization)

Paid listings, sponsored links,

pay-per-click (PPC) ads, cost per click (CPC)

The Most Important Step

Keyword Research!

Search Term Research: Critical

Use the verbiage your target audience uses – not what your industry or internal experts use

“search marketing” or “web optimization”?

“healthcare” or “health care”?

“professional retouching” or “picture airbrushing”?

“financial solutions” or “financial software”?

Keyword Research

Search volume

Competitiveness

Stage in buying cycleservers

used servers

used as/400 servers

used ibm as/400 servers

Search volume

Competitiveness

Probability of buying

Likelihood of high rankings

But Wait…

Search engines don’t just look at the web page itself when determining how to rank it

They also look at the quantity and quality of links pointing to that web page

Links are an implied endorsement

Image from SEO Solution Blog

Link-Building: Critical & Must Be Done Right

YES: high quantity of quality links, relevant sites, hand-selected sites, diversified link types, content/ campaign creation (“link bait”), leveraging other marketing tactics

NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms

Optimized Press Release Example #1

- Bypass the press & go directly to your prospects

- Take up more room in the SERPs

- Build links pointing to your site

- Generate brand awareness & site traffic

More Online Content & More Links to Site

Optimized Press Release Example #2

More Organic Rankings

Paid Search, akaPay-Per-Click

(PPC)

Organic, editorial,

natural, algorithmic

results (SEO)

Paid listings, sponsored links,

pay-per-click (PPC) ads, cost per click (CPC)

Pay-Per-Click Campaigns

Gets sites into sponsored links

Auction model – ranking and cost based on

• Bid amount (maximum cost per click you’re willing to pay)

• Quality Score: Click-through rate, keyword used in ad copy, landing page relevance

Only pay when a searcher clicks

Ad Groups

Sample Ad Creative

Numerous PPC Levers

Landing Pages Can Make Or Break a Campaign

Social Media

Social Media Can Be Leveraged For SEO Purposes

Content

Social Media Can Be Leveraged For SEO Purposes

Votes

Customer Reviews Are Becoming More Important

Social Media Can Be Leveraged For SEO Purposes

Links

Optimizing Video Content

PPC Run On Social Media Sites Can Really Work

Facebook

Twitter

LinkedIn

Measuring Results

(How do we know this is working?)

Measuring Results

RankingsVisitors /

Site Traffic

Conversions / Revenue /

ROI

How Phone Call Tracking Works

Type in URL directly & see this:

Click on a Google organic listing & see this:

Click on a Google paid listing & see this:

Call Tracking Ensures You’re Measuring ALL Results

66%

33%

Call Tracking Ensures You’re Measuring ALL Results

Mini Case Study:

-71% of leads came in by phone

-Increased PPC bids

-Doubled the number of PPC leads generated

Monitor Your Company & Brand Name(s)

Goal: Take Up As Much Room In The SERPs As Possible

Website

Twitter profile

Facebook profile

LinkedIn profile

BusinessWeek profile

(not us)

Optimized press release

Video (not us)

Website

Website

Newer & Advanced Developments

Universal Search: Optimize More Than Your Corporate Site

Personalized Search Means Results Vary For Everyone

Usability: More Important Than SEO Even? (Yes!)

Usability: More Important Than SEO Even? (Yes!)

Usability: More Important Than SEO Even? (Yes!)

Starting point

SEO only

Usability only

SEO + Usability

Consider Running PPC On Mobile Devices

Consider Running PPC On Mobile Devices

Want More?

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Links to audio & video clips and webinars: http://www.prominentplacement.com/news.html

THANK YOU!