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Slide 1: MN AMA & MIMA—Search Engine Marketing 101 Raise Visibility & Drive Traffic May 5, 2009
Slide 2: We Will Cover » Background on Search Engines + How, Why and Who » Search Engine Marketing + Organic Search Engine Optimization + Search Advertising + Case Study + Future of Search
Slide 3: Placement Test Do You Know Your Acronyms?
Slide 4: Placement Test: Do You Know Your Acronyms ? » SEO + Search Engine Optimization – Practice of optimizing a website or web presence to achieve high organic rankings in search engines » PPC + Pay Per Click – The placement of advertisements within search results. You only pay for those ads when they’re clicked » SEM + Search Engine Marketing – Umbrella term for the practice of SEO and PPC search advertising » CPC + Cost per Click – What you are paying each time someone clicks from your PPC ad to your landing page or site » CTR + Click Through Rate – Percentage of people who are exposed to your PPC that are clicking through to your landing page or site » KPI + Key Performance Indicator – web analytics measurements
Slide 5: Brief History of Search Engines Search 101
Slide 6: What is a search engine? » A software program that searches a data set (such as the Web) and gathers and reports information that contains or is related to specified terms
Slide 7: Global Search Volume » Global Percentage of Volume + + + + Google: 77.4% Yahoo: 12.5% Live Search (formerly MSN): 5.9% AOL: 2.1% » Over 400 Million U.S. Internet Searches Per Day
Slide 8: The Players The Web Dominated by Two Engines » Google: + + Powers nearly 57% of all U.S. Internet Searches The Google Network includes: » AOL » Ask » Netscape » Lycos » Excite » Yahoo: + + Powers nearly 40% of all U.S. Internet Searches The Yahoo Network includes: » Yahoo Properties » Alta Vista » Alltheweb.com
Slide 9: Search Growth Search is quickly approaching email as #1 Internet activity » 41% (60 million) of Internet users search every day + 90% of all internet users use search » 52% (76 million) of Internet users email every day + 91% of all Internet users use email Source: Forrester Research
Slide 10: Online Spending Comparison
Slide 11: Universal Search » "The ultimate goal of universal search is to break down the silos of information that exist on the web and provide the very best answer every time a user enters a query."
Slide 17: Search Engine 101 Understanding a Search Results Page Pay-Per-Click Listings “Paid Advertising” Organic Listings “Free”
Slide 18: Google - Organic Rankings #1 Organic Ranking #2 Organic Ranking #3 Organic Ranking
Slide 19: Google - Paid Rankings #1 Paid Ranking #2 Paid Ranking #3 Paid Ranking #4 Paid Ranking #5 Paid Ranking
Slide 20: Search Engine Listings + Have seen stats saying 80 to 90% of all users are clicking through on organic listings, but this varies by topic and relevance to what the searcher is looking for.
Slide 21: How Users See a Listings Screen
Slide 22: Search Engine Optimization Search 101
Slide 23: Organic Search - How it works » Starts with Search Engine “Spiders” (aka: Robots, Crawlers) + Spiders follow links to searchable web pages (Crawling) + Spiders identify content, and put it in context based on the other information around it. (e.g., apple vs Apple) + Spiders store “relevant” pages in database (Index) » Rank by relevance
Slide 24: Organic Search - How it works Once indexed, a page’s relevance is determined by the engine’s algorithm » Metadata (Page title, keywords and descriptions) + + + + Does this matter? Search engine “Road Map” The “main themes” of a website or page Control content displayed on search results page » Content + Where on page, where within site, surrounding words, clarity + Aligned with page title, keywords, and descriptions
Slide 25: Metadata
Slide 26: Content Alignment
Slide 27: Organic Search - How it works A page’s relevance is also determined by… » Inbound Links + Links from 3rd party websites to your website + How many and from which sites » URL - what is your website address? » Frequency of page refresh - are you publishing content often? » Website code - does the code prevent search engines from spidering your content?
Slide 28: PPC Search Advertising Search 101
Slide 29: PPC Search Advertising » Advertisers bid for positioning (think online auction) + In most cases, the higher the bid, the higher the placement + “Relevance – Click Index” factor is applied to algorithm » Advertiser pays only when text ad is clicked (PPC) » Two major distribution methods + Search match - Ex: search directly on Google.com or Yahoo.com + Content match - Ex: PPC ads displaying on partner sites
Slide 30: PPC: Search Match #1 Search Match #2 Search Match #3 Search Match #4 - #7 Search Match Listings
Slide 31: PPC: Content Match #1 Content Match #2 Content Match Previous #3 Fidelity.com loses placement in Content Match
Slide 32: PPC: Content Match #1 Content Match #2 Content Match #3 Content Match
Slide 33: Search Distribution Networks » Google: 59% of all search advertisements + Engines: Google, AOL, ASK, Excite, Lycos + Publishers: AOL, New York Times, About, Weather Channel, iVillage » Yahoo: 35% of all search advertisements + Engines: Yahoo, Alta Vista + Publishers: Yahoo, CNN, ESPN, National Geographic
Slide 34: How Search Marketing Effects campaign & Website Pla Sanarus Site Development - BreastLumpInfo.com
Slide 36: Sanarus Example » Problem + Gain awareness for a new non-surgical treatment for Fibroadenomas, patients to clinics that perform the treatment with Sanarus’ Visica 2 » Goal + Intensify awareness of the Visica 2 minimally-invasive procedure among patients, educate them on its benefits, and accelerate the adoption and implementation of the procedure + Increase the number of patients to six per month at each of eight breast health centers that are using the Visica 2 system, in two geographic areas (Michigan and Florida)
Slide 37: Sanarus Example » Tactics + Unbranded, optimized direct-to-patient website + Radio advertising + Referral marketing + Print advertising
Slide 38: Using Search Marketing to Help Planning Integrating Search in the Marketing Process » Step 1: Brainstormed and researched keywords target audiences would search on to find information on Fibroadenomas to determine highest value and trafficked words » Step 2: Picked URL (domain name) to align with keywords we felt we could rank on – www.breastlumpinfo.com » Step 2: Aligned new website structure and copy to work with keyword alignment » Step 4: Develop new web site for SEO » Step 5: Launched PPC campaign to gain visibility earlier than we could with SEO alone
Slide 39: Keywords Keywords breast pain breast surgery breast symptoms breast lump breast biopsy sore breasts breast health breast cyst breast lumps lumps breast breast lumps breast cyst breast mri breast disease breast ultrasound Advertiser Competition Approx Search Approx Avg Search Volume: July Volume 0.93 165000 201000 1 0 0.86 0.8 0.66 0.8 0.66 0.86 0.26 0.73 0.66 0.6 0.6 0.73 165000 40500 40500 33100 27100 33100 22200 22200 22200 22200 22200 22200 22200 18100 110000www.breastlumpinfo.com/breast-surgery-alternative 49500www.breastlumpinfo.com/breast-lump-symptoms/ 40500www.breastlumpinfo.com/breast-lumps/ 40500www.breastlumpinfo.com/breast-biopsy-procedure/ 27100 27100 22200 22200 22200 22200 22200 22200 22200www.breastlumpinfo.com/breast-disease-treatment 18100
Slide 41: <title>Breast Lump Info</title> <meta name="keywords" content="breast lumps, breast lump, benign breast lump" / > <meta name="description" content="Have you found a Breast Lump? Information is power. BreastLumpInfo.com has the latest information for women whose breast lump has been diagnosed as benign. " />
Slide 43: Results: Ranking No. 3 & 4 in organic results for “Breast Lump Info”
Slide 44: Results: Ranking No. 7 in organic results for “Breast Lump Diagnosis”
Slide 45: Sanarus PPC Example
Slide 48: Case Study Using Search Campaigns to Discover New Markets Search 101
Slide 50: Bellcomb Case Study » Problem + Bellcomb is a manufacturer of lightweight structured panels—They were a leading producer of these panels with low awareness among key audiences » Goal + Reposition Bellcomb’s brand & improve awareness and visibility with key audiences » Tactics + + New brand alignment based on vertical markets Transition from third-party referrals (such as Thomas Registers) to direct organic and PPC search campaigns + + + New identity New site New marketing materials
Slide 51: Bellcomb
Slide 52: Bellcomb Case Study Integrating Search in the Marketing Process » Step 1: Begin keyword research to determine highest value vertical markets to target » Step 2: Develop test PPC campaigns to evaluate keywords effectiveness + Test for regional differences based on sales feedback » Step 3: Align new web structure and copy to work with keyword alignment » Step 4: Develop new web site for SEO » Step 5: Continually refine website and keywords to respond to changes in the marketplace
Slide 53: Bellcomb
Slide 57: Bellcomb PPC Search Campaign Results » Traffic to the site increased – 207% increase in visitors since January, 2007 + With an ad spend averaging between $3,500 and $5,000 per month » Organic Rank – 120% increase in total rankings across all search engines. Rankings include number 1 rankings, top 5, top 10 and top 20 rankings. + Key terms are pushing organic search listings higher on each engine
Slide 58: Bellcomb PPC Search Campaign Results » 48% increase in keyword distribution + Week 1 of the campaign searchers used 79 different phrases to click to Bellcomb. In week 37, 130 phrases resulted in a click-through to the site. We are finding the missing searchers we weren’t getting before. + Measure of visibility and distribution – the long tail effect. » 187.5% increase is site conversions + + Conversion in this case = Filling out the contact form, which is a lead Organic traffic increased 12.4%. in 13 weeks following site launch and has stayed steady
Slide 59: Testimonial » Moved from $1 million in the sales pipeline to $100 million in one year + This (new) positioning has helped us gain recognition as the world’s largest provider of composite panels for all types of applications. We’ve seen incredible growth in potential sales and a significant increase in website traffic and search visibility. » Mark Phillion, Bellcomb Director of Sales and Marketing
Slide 60: Ongoing » Increase in competition with keyword buys » Decreasing spending » Improving CTR and lead generation » More click-throughs don’t always mean more leads » Improve organic visibility
Slide 61: Future Development Search 101
Slide 62: What’s Next » Day Parting + Focusing search on times of day when people are searching for your information » » Local Search + Regionally focused search Personalized Search + + Results based on your personal search and click through history View and actively manage your historical searches
Slide 66: What’s Next » Google SMS + Text search query to 46645 “GOOGL”, receive answer via phone text message » Click to Call + + Search results will include a phone icon Google will pay for users to be connected by phone to call center » » » Video Search + Youtube, Metacafe, Blinx Mobile Search + iPhone, PDAs Better tie in to Google Analytics + Cross-channel marketing
Slide 67: POP QUIZ Search 101
Slide 68: Pop Quiz » True or False + Getting to number one on Google should be one of your goals in any search engine marketing initiative. » False + Just getting to number one might mean that you are spending more than you need to on your campaigns. Number one may not be the best position for a PPC campaign if it means you are spending a lot more on CTR than your competitors + For SEO you don’t need to be number one for everything, but you want to focus spending on ranking high for those terms and phrases that convert.
Slide 69: Pop Quiz » True or False + Search Engine Optimization is done primarily when building or redesigning a website. » False + SEO is an ongoing practice that needs ongoing attention to be effective.
Slide 70: Pop Quiz » True or False + SEM can be effective for small companies and small budgets. » True + Search can be an effective tool for any size organization with any budget. It always needs to be aligned with other marketing or communication objectives to be effective. Don’t ever work with a SEM consultant who isn’t talking about your bigger objectives.
Slide 71: Thank You! Lisa Helminiak Principal | Strategist Twitter: helmin7 Email: lisa.helminiak@azul7.com » » » View a copy of this presentation at www.azul7.com/blog Twitter: Follow Azul7 – Get a free site evaluation Facebook: Azul 7
Slide 72: Thanks for Listening Questions?