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SEM Overview
SMB Trends
7 Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
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2007(Wave 11)
2008(Wave 12)
2009(Wave 13)
2010(Wave 14)
2011(Wave 15)
2012(Wave 16)
Average Number of Media Used by SMBs for Advertising and Promotion
Source: LCM Wave 16, Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant.
Media Fragmentation Continues to Increase
People are constantly looking for new information online
The Traditional Mental Model of Marketing
The New Mental Model of Marketing (B2C)
Search Engine Marketing
Your customers expect to find you
Google Search Results Page: Paid Listings
• Sponsored advertising links
• Ranking based on bid and quality
• Pay per click
• Referred to as “SEM”
Paid gives you control over the message
Paid gives you control over the landing page
Paid lets you control targeting
How to get started with Google Adwords…
RELEVANCE: Through geographic targeting
Searchers Like Uninterrupted Logic
Searchers Like Uninterrupted Logic
Developing AdCopy
Make sure when you write ad copy, that you include a call to ac5on,
u5lize promo5ons (if available), and Target the specific campaign you are
focused on.
The goal is to turn researchers into buyers!
ROI: In Metrics and Reporting
How do you get to the top of paid listings?
How to get started with Google Adwords…
The Premier SME Partners
• Anyone can resell Adwords • There are thousands of Google Certified Partners. However,
there are only 16 Google Premier SMB Partners in the US. • This is the highest level of Google certification.
• In-depth Adwords Expertise
• Campaign Management
• Detailed Reporting
• Customer Reporting
• Marketing Guidance and Support
Google Search: “Premier SMB Partner”
Google Search Results Page: Natural Listings
• Organic “Natural” Search Results
• Based on Google ranking algorithm (Relevance)
• Cost Free
• Improved by SEO
On Page Optimization accounts for approximately
30% of your ranking.
• “Code” a web site with SEO Best Practices
• Design your site to convert more visitors into customers
• Write content for your site that is keyword rich and search engine friendly
You are telling Google what you want it to know about you, your business and your
website.
What Is It? The copy on the very top of the browser window Why is it important? One of the most important on-‐page factor What needs to be done
Mention of the target keyword toward the beginning
Title Tag
What Is It? In the HTML source code, text appearing in a tag called meta name=“description”
Why is it important?
Serves as de-‐facto “ad copy” which shows up in Search Engine Results Page (SERP).
What needs to be done
Write good-‐converting “ad copy” including the target keyword, about 25 words (150 characters)
Meta Descrip5on
What Is It? The copy that appears when you hover over an image in the browser
Why is it important?
One of the ranking factors search engines use
What needs to be done
The ALT text must describe the underlying image. Bonus points if you can “slip” in the keywords in a subtle way, but search engines will penalize overt stuffing
Alt Text
What Is It? The main block of copy appearing on the page Why is it important?
Search engines are looking for useful, relevant content
What needs to be done
1) Prominently feature a block of copy that’s anywhere from 100-‐300 words.
2) First and foremost, copy must be relevant, unique, informative to the target keyword.
3) Ensure that the copy contains the keyword AND variations of the keyword; however, having too many will cause a penalty.
Site Content
What Is It? Links within your site to the pages you wish to rank
Why is it important?
Google views links as an indication that a page is important
What needs to be done
1) Link to your most important pages from your global navigations
2) Link to your most important pages from your home page
3) Ensure your anchor text contains the keyword you want to rank for.
Inter Linking
What Is It? The full address of the business on the site Why is it important?
This is what search engines will try to match “citations” with for Local Search
What needs to be done
1) Put client’s full business address on home page and/or in global header or footer.
2) Ensure that the spelling of the address matches the spelling used on major citation sources such as Superpages.com, Yellowpages.com, Yahoo, Citysearch (disregard if they have no existing listings; Yodle will submit to major IYPs on their behalf)
Business Address
Off Page Optimization
• 70% of SEO is OFF Page
• Aside from the content being relevant, is your site CREDIBLE?
• Business profiles claimed and optimized
• Citations = links from business listings with consistent info
Google is looking around the rest of the internet to determine if you are a standing local business.
Search Engine Op5miza5on
� Link: A connec'on between one web page and another.
� Benefit: The more links you have back to your site, the more authorita've you appear, which contributes to a rise in organic rank
• Cita5on: A men5on of a business name, address, and phone # (NAP).
• Benefit: Used by the search engines to weigh both the accuracy and popularity of businesses in their local search results.
Links vs Cita5ons
Off Page: Link Building
Custom Articles
Interview with a Professional SEO writer to create 3
articles.
Video Create a Video of your service and examples of your
work.
Business Profile
Standard business information
including address, hours of operation,
etc.
Video Sites Article Sites
Dozens more
Web Directories
Hundreds more
Web site Coded with SEO Best
practices and designed for conversion.
Links back to your site account for 70%
of your ranking.
Key Takeaways
top related