Search MarketingA brief introduction to Organic, Paid and Local.

Hello!

You’ll Learn• Search Marketing from a conceptual standpoint• How to apply SEO best practice to other digital marketing

You won’t learn:• The SEO Silver Bullet• SEO as an independent, disconnected marketing channel

Our Agenda

Part 1 - Concepts

• Marketing Mindset• Inbound vs. Outbound• What is Search?• Anatomy of a SERP• How Google Works• What is Search? Part 2• Search Verticals• Don’t worry, there’s

more.

Part 2 - Details

• SEO is…• On-Site SEO• Off-Site SEO• Local Search/Local SEO• Paid Search• Holistic Search

Markeitng

• Open Forum

Get in a Marketing Mindset• Stop thinking tactically.

• Recognize the whole.

• Focus on a goal.

• Ask yourself, “what is the reason I am marketing?”• Leads? Direct response? Direct sale?• What does my marketing funnel look like?• Where does my transaction occur?

Outbound vs. Inbound

Outbound Marketing

• Going to the customer• Advertising heavy• Think:• Direct Mail• Newspaper Advertising• Radio/TV Ads• Email Marketing• Banner Advertising• Various Ad Placements

Inbound Marketing

• Drawing the customer in• All about attraction• Think:• Organic Search• Blogging• Content Marketing• Social Media• Video Marketing

What is Search Marketing? (1)

•Answering questions.• Being where your consumer is going.• Having attractive content/marketing.• Being visible.

ANATOMY OF A SERPSERP Variations and Modifiers

SERP Variations• Standard • Localized • Shopping • Image-defined• Video• Author/Blog Search

• Many, many, many more.

HOW GOOGLE WORKSCrawling, Processing, Displaying

Two Primary Processes

Before you Search

• Google Crawler

• Relevancy Determination

• Creating the Index

At the Moment of Search

• Query Intent Determination• Search Personalization

(S+YW)• Display Results

Simple, right?– The Bot• Start with one website• Follow a link• Follow another link• Follow a link again• Keep following links• • • • Know all the things.

Relevancy Determinations• WTF is TF/IDF

• No, it really isn’t that simple.

• Semantic understanding

• A headless browser?

Displaying Search Results1. Determine the intent of the query2. Ascertain all caveats (circumstance, QDF, etc.)3. Bias data towards Geography (Venice)4. Bias data towards Social (S+YW)5. Bias data towards Person

Stuff happens after, too.

What is Search Marketing? (2)

•Answering questions.

• Creating visibility in search verticals appropriate for your marketing goals.• Generating action from your search

visibility.

Search Verticals

DETAILSSEO | SEM | PPC | Local Search | Holistic Search

Lets split this up.

• SEO (Search Engine Optimization)• SEM/PPC (Paid Search)• Local Search (probably the most

important search vertical)

SEARCH ENGINE OPTIMIZATIONSEO | Organic Search | Natural Search

SEO is…

the art and science of modifying on-website variables and architectures, and developing off-site factors, with the intention of manipulating the visibility of a information and digital properties in a search engine.

Really, though, SEO is…

SEO Ranking Factors

Add – author authority, author-level social metrics, publisher metrics, etc.

On-Site SEO Factors

On-Site SEO Factors• Content Elements• Page titles, headings, content on-page, images, etc.• Architecture of the content• Relationship of the content to other content (TF/IDF)

• Technical Elements• Crawlability of the Website• Use of schema.org microformats (semantic understanding)• Other microdata usage

Off-Site SEO Factors

Off-Site SEO Factors

Link Profile

• Quality of Backlinks• Relevancy of Backlinks• Quantity of Backlinks

• Full Link Profile

Social / Author Profile

• Prolificness of Author• Usage of Markup• Social Shares• Social Mentions• Brand Authority

Link Profile Considerations• Relevancy of the backlink (semantic and technical)• Quality of the linking page• Geography of the linking page• Link neighborhood• Follow vs. NoFollow• Every other conceivable notion

LOCAL SEARCH

Local Search Factors• Citation Quality• Correct NAP• Semantic Quality

• Citation Quantity• Reviews*• Diversity of Interaction• Geography• SEO Factors

PAID SEARCH

Paid Search• Is an entire separate session, with it’s own nuances.

Good Search Marketing• Is Holistic

• Has a Goal Greater than Rank

• Is a Process, not a Product

Good Resources• SEOMoz Blog• Search Engine Land• Mhimorandum (Local Search)• Search Engine Watch• AdWords Blog• Google+ (follow SEO)

Open ForumThanks!