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Search Engine Marketing 101

Search Engine Marketing 101

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Search Engine Marketing 101

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  1. Search Engine Marketing 101 June 20, 2006 Presented By:

  2. Agenda for Today • Housekeeping • Main Components of SEM • SEO Basics • Paid Search Basics • Data Feeds • SEM Research/Analysis © 2006 Out of Bounds, All Rights Reserved

  3. Housekeeping • Hold your questions until end • Phones are muted • Q/A window • Exec. Briefing doc download • Technical Support © 2006 Out of Bounds, All Rights Reserved

  4. Components of SEM • Search Engine Optimization (SEO) • Paid Search Advertising (PPC) • Data Feed Search Marketing • SEM Research © 2006 Out of Bounds, All Rights Reserved

  5. What is SEO? Information Architecture Marketing Communications © 2006 Out of Bounds, All Rights Reserved

  6. SEO Factors (a) Moran/Hunt © 2006 Out of Bounds, All Rights Reserved

  7. SEO Planning Steps Keyword Research Audit Current Site Assess Content Design Linking Strategy © 2006 Out of Bounds, All Rights Reserved

  8. SEO Execution Steps Re-organize site architecture Optimize Landing Pages Analytics Launch Linking campaign © 2006 Out of Bounds, All Rights Reserved

  9. Link Building © 2006 Out of Bounds, All Rights Reserved

  10. SEO Summary • Query Independent Factors (off page) • Query Dependent factors (on page) • Advanced linking tactics • It’s a long term investment © 2006 Out of Bounds, All Rights Reserved

  11. Components of SEM • Search Engine Optimization (SEO) • Paid Search Advertising (PPC) • Data Feed Search Marketing • SEM Research © 2006 Out of Bounds, All Rights Reserved

  12. Changing PPC Landscape • Changing PPC Landscape • Data management challenge • 2nd tier PPC engines • Challenges of varied targeting approaches • MSN demos, lifestyle • Geotargeting • Local targeting • Day/time parting © 2006 Out of Bounds, All Rights Reserved

  13. PPC Optimization Levers • Short vs. Long Term • Campaign structure • Text ads • Landing Pages • Keyword research • matching options • Bidding © 2006 Out of Bounds, All Rights Reserved

  14. Google Campaign Structure Budgeting Geo-Targeting Time/Day Parting Keyword Relevance © 2006 Out of Bounds, All Rights Reserved

  15. PPC Text Ads • “SEO” your text ads • Unique Call to Action • A/B Testing • Landing Page testing • Competitive Analysis © 2006 Out of Bounds, All Rights Reserved

  16. Bidding tactics Jamming Gap Surfing Max Bid Time based rules Automated tools Matching Options Google: Broad Phrase Exact Negative Yahoo: Standard Advanced Bidding/Budgeting and Keyword Matching © 2006 Out of Bounds, All Rights Reserved

  17. PPC Competition © 2006 Out of Bounds, All Rights Reserved

  18. Bid Landscape © 2006 Out of Bounds, All Rights Reserved

  19. PPC Summary • Changing PPC landscape • Optimization levers • Campaign Structure • Text Ads • Bidding • Keyword matching © 2006 Out of Bounds, All Rights Reserved

  20. Components of SEM • Search Engine Optimization (SEO) • Paid Search Advertising (PPC) • Data Feed Search Marketing • SEM Research © 2006 Out of Bounds, All Rights Reserved

  21. Data Feeds – What? • Yahoo Search Submit • Google Site Maps • Shopping.com • Froogle.com • Yahoo shopping • Amazon.com • Affiliate sites © 2006 Out of Bounds, All Rights Reserved

  22. Components of SEM • Search Engine Optimization (SEO) • Paid Search Advertising (PPC) • Data Feed Search Marketing • SEM Research © 2006 Out of Bounds, All Rights Reserved

  23. Keyword Research: wordtracker Keyword discovery www.kwmap.net Google sets Thesaurus.com A spreadsheet with ‘concatentate’ Link research: Link Harvester tool Optilink Custom API tools Spidering tools Xenu Poodle Competitive Research: GoLexa URL trends AdGooRoo Custom API tools SEM Research Tools © 2006 Out of Bounds, All Rights Reserved

  24. Questions? Jay Wilner 816-756-5881 jayw@outofboundscommunications.com www.outofboundscommunications.com © 2006 Out of Bounds, All Rights Reserved