Search Engine Overview

� Organic Search

� Paid Search

� Local /Social Search

Search Engine Marketing

� Local /Social Search

� Google Analytics

Search Smart Marketingwww.isearchsmart.com

400 Columbus Avenue

Valhalla, NY 10595

914.432.3083

243 Tresser Blvd.

Stamford, CT 06901

914.883.1506

• Started Internet Career in 1994

• The Journal News

• Online Marketing Director, 1996 – 2000

• Launched first web sites• Launched first web sites

• Wahlstrom Group, Stamford 2000 - 2006

• IPG Company

▫ VP, Managing Director Interactive Media

• Search Smart Marketing

• Launched 2006

• Adjunct Professor, Fordham University

�Clients include:

� First Capital Corporation

� AutoNation

� CBS New York

� Invisalign Braces

Search Smart Marketingwww.isearchsmart.com

400 Columbus Avenue

Valhalla, NY 10595

914.432.3083

243 Tresser Blvd.

Stamford, CT 06901

914.883.1506

� Invisalign Braces

� Westchester County Association

� Stark Office Suites

� Digiscribe Intl

� Green Chimneys

� RTK Environmental

� NERAK Systems

�Clubs Galore

Search Engine Marketing (SEM)

Overview

“ …the promotion of websites by increasing their

visibility in search engine results pages (SERPs)

through optimization (both on-page and off-

page) as well as through advertising (paid placements, contextual advertising! )”

- Wikipedia

Search Engines Audience Share

Audience Share by Engine� Google Share: Approximately 67%

Google

Yahoo

MSN

AOL

Ask

Search Engine Marketing (SEM)

Overview

A strategic, integrated approach to marketing via Search sites.

1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search

� Algorithmic, crawler-based search approach

� Website Content, Architecture, Coding, Links, Web “footprint”, Authorship

1. Pay-per-Click (PPC) – Paid Search

� Keyword position control, result-oriented

� Bid for Position, Pay-per-Click

� Syndication Networks – Google, Bing

� Brand Protection, Message/Position Control

2. Local /Social Search

� Local Profiles – ex. Google+

� Directory Citations

� Review Management

� Intersection with Social Media

The Evolution of Search Engines

The Evolution of Search Engines:

Universal Search 2007

Video

News

Images

Wikipedia

Universal Search: changing our

page scanning patterns

Source: Enquiro Research, August 2007

Search Engine Optimization

Overview

Search Engine Optimization –

Success Criteria

Keywords: Search “DNA”

• Determine 3-5 top phrases for your

entire site

• Determine 2-3 top phrases for each

pagepage

• “Westchester NY accountant” is

better than “accountant”

• Go with your gut but do your

research…

Keyword Research Tools

• Google Keyword Planner

• SEO Book -

• http://tools.seobook.com/keyword-tools/seobook/

• WordTracker.com –

• https://freekeywords.wordtracker.com

• Wordstream.com –

• http://www.wordstream.com/keywords

SEO Coding: Page Titles

• Every page should

have a unique title

built around target

term and content for

that page

• No more than 55 • No more than 55

characters

• Important keywords

at the beginning

• Keep it short,

attractive and

enticing.

• Will often be used as

the page’s bookmark

SEO Coding: Meta Descriptions

• Every page should

have a unique

description built

around target term

and content for that

pagepage

• No more than 175

characters

• Incorporate important

keywords

• Entice searcher to

read & click

• Will often be used as

the listing’s snippet

Website Copy

• No text graphics

• Users come first

• Descriptive

• Location, location, location.

• PHRASES not WORDS

• Plural, tenses, ings, etc.

Help for the “Dumb” Search Engine

Keyword phrases that make

senseNo keyword phrases

Links: A Deciding Factor

• More difficult for web site owners to manipulate links than their own pages

• Major component of Google, also used by nearly everyone else, to some degree

• A few links from quality sites are better than hundreds of links from bad sites

• Provide a reason for linking; report, data, free giveaway, etc.

• Social Signals!

What Do Search Engines Want?

RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by:

• Content – theme/topic, page text, coding, navigation, alt tags, etc.• Content – theme/topic, page text, coding, navigation, alt tags, etc.

• Site Performance – does it load quickly? Can spiders “crawl” the site

• Site Authority – Do other sites link to it? It is being discussed in Social circles?

• User Data – do visitors stay long? How many pages do they visit? Do they return?

• Site History – has the domain been active long? Is it “clean”?

SEO Principles:

Building Blocks

Periodic Table of SEO Factors

Paid Search: Google AdWords

Google Search Results

Call Extensions

Location Extensions

Ad Extensions

AdWords Interface

Benefits of Pay-per-Click

1. Pay-per-Click (PPC) – Paid Search

� Quick Results

� Budget Control

� Directly affect Ranking

� Syndication Network:� Syndication Network:

� NY Times

� AOL

� Ask

� Thousands of others

� Great for Testing; Online focus group

� Brand Protection

� Measurable!

Disadvantages of Pay-per-Click

1. Pay-per-Click (PPC) – Paid Search

� Keyword prices

� Up to $25 - $50 Cost-per-Click (CPC) in some categories

� Average CPC: $2.50 - $4.00� Average CPC: $2.50 - $4.00

� Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc.

� Average CPC down 5% - 10%; Google Enhanced likely to change that

� Need to commit fair budget/campaign trial time

� Requires ongoing attention; “set it & forget it” is a recipe for failure

� Google defaults make money only for Google

� Buyer Beware: unprofessionalism is widespread

� Misleading promises

� Marketer should own accounts

Local Search: The Evolution

Local Search: Why is it Important?

Local Search: Why is it Important?

Organic/Paid vs. Local Search

• Location, location, location

• Organic/Paid search = “the what”• Organic/Paid search = “the what”

– Nike running shoes

• Local Search/Paid Search = “the what” & “the where”

– Nike shoe store White Plains

Local Search: SEO

Local Search: Reviews

Google+ Page

Local Search: SEO

Local Search: Reviews

What is a Citation?

A citation is a mention of your business on the web, typically in the format of Name,

Address, and Phone number. This is called your NAP.

Conflicting Data Causes Confusion at Google

Primary listing

2013 Local Search

Harmful Ranking Factors

Listing Resources

Listing Resources

Keys to Local Success

• SEO - Location Keyword In Title Tag And H1 Tag

• NAP - business name, address and phone

number.

• Local Phone Number• Local Phone Number

• Claim Your Citations

• High Quality Backlinks

• Links From Local Websites

• Google+ Local Page

• Reviews

• Mobile

Search Marketing: Measuring Success

with Google Analytics

Analytics Code

Analytics Tracking: Tag Everything!

• What

▫ Pay-Per-Click (CPC)

▫ Email

▫ Social Buttons, Posts

▫ Display▫ Display

• How

▫ AdWords Auto-Tagging

▫ Tracking URL Generator

� SEARCH: Google Analytics Tracking URL Builder

� http://support.google.com/analytics/answer/1033867?hl=en

Reviewing Your Data – Report #1

Reviewing Your Data – Report #2

Reviewing Your Data – Report #3

Reviewing Your Data – Report #4

Reviewing Your Data – Report #5

Google Webmaster Tools

• Diagnose potential problems

– Crawl info

– Website content

• See how your site performs

– Top queries– Top queries

– Indexing information

• Share info with Google about your site

– Submit a Sitemap file