Search Engine Marketing 101
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19-Oct-2014 -
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Transcript of Search Engine Marketing 101
Search Marketing 101
by Wpromote Inc.
Overview of Search Engine
Marketing
The Anatomy of a Search Results Page
Organic or
Natural
Search
Results
Pay-per-click (PPC) or Sponsored Links
Pros and Cons of Paid Search
PROS:• Immediate Results• Total Control of How and Where Displayed• Can Test and Change Daily
CONS:• Costs Money Each Time Someone Clicks• Very Competitive• Need Knowledge to Avoid Wasted
Spending
Pros and Cons of Organic Search
PROS: • Clicks are Free• Most People Click on Top Organic Links
CONS:• Takes Time to See Results• Limited Control• Clicks are Free but SEO efforts are Not
Pay-Per-Click (PPC) Advertising
Anatomy of a PPC Ad• Total of 95 Characters Allowed:
– Title = 25 Characters– 2nd line = 35 Characters– 3rd line = 35 Characters
• Select a Landing Page URL that matches the product or service discussed in the ad.
• Should be as Specific as Possible.
• Include the Key Selling Points. Such as “No Signed Contract”
How to Select Your Keywords
• Keywords + Ad Text = Ad Group
• Make your Ad Groups Very Focused
• Each Group Should be About 1 product– HP laptop in a different group than HP printer
• No More than 50 Keywords in Each Ad Group (can have up to 2,000)
• Google Keywords Tool
How Google Ranks Paid Ads
• Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.
• Google will Rank the Advertisers based on 2 things:
(1)The Amount of Money They Bid
(2)Their Quality Score
• Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors
• Bottom Line = The More You Pay the More You Show Up.
Search Engine Optimization
(SEO) - Organic Listings
Anatomy of an Organic Ad• Page Title = Max of 66 Characters
• Meta Description = Max of 160 characters.
• Page Titles and Meta Descriptions should be different on each page of your website.
• Kewords Used in Ad Should Relate Directly to Product/Service Described on That Page
How Google Ranks Sites Organically
• Combination of These Elements:
(1)Content on Your Website (Both Quantity and Quality)
(2)Meta Description, Keywords & Titles(3)Number of Inbound Links(4)What Your Domain Name is and How
Long it has Been Around
Website & Landing Page
Design
Make Your Messaging Consistent
• Consistency from start to finish is key(a) Search Query (b) PPC Campaign (c)
Landing Page
• Customize your messaging so that it appeals to how the user is searching.
• In the example below you can see the message “Digital Music Service” is used every step of the way
(a) Search Query(c) Landing Page
(b) PPC Campaign
Minimize Distractions
• Have a clear call to action
• No flash intros! Don’t be too creative!
• Eliminate unnecessary navigation.
• Examples:• Old Lumineers Landing Page
• New Lumineers Landing Page
Reduce Your Bounce Rate
• You only have 2 seconds to tell your story. • Tell users they have found what they are
looking for.
• Always use clear, concise and relevant headline.
• Include testimonials, awards, certification.
Perform User Testing• Ask friends and colleagues to “do stuff” on your site
• Many easy tasks are harder than you think!
• Use Tools like CrazyEgg to see user behavior
• Make sure your website is compatible with all browsers.
Blog!• Blogging is Great for SEO!
• Blog 3-5 times per week, 300 word posts
• Blog on www.yourcompany.com/blog/
• Interact in the blogosphere – Commenting, guest blogging, blog links
About Wpromote
Search Engine Marketing Firm with Solutions for All Business’ sizes and
needs
- Search Solutions Starting at $99/month- Website Development- Search Engine Optimization- Landing Page Testing- PPC Management