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What are the top 19 things business owners need to know about search engine marketing in 2011? This presentation covers search engine optimization (SEO), pay-per-click (PPC), social media, mobile & local search, and analytics.
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The Top 19 Things Business Owners Need to Know About Search Engine Marketing in
2011
Presented to388 Alumni
April 26, 2011
1. SEM offers incredible value to businesses today
Huge marketing channel
Internet users in North America
(Internet World Stats, 6/10)
Searches in the U.S. every month - and growing
(comScore qSearch, 12/09)
SEMPO & Econsultancy, 4/11
1. SEM offers incredible value to businesses today
Flexible
1. SEM offers incredible value to businesses today
Measurable
1. SEM offers incredible value to businesses today
Offers significant ROI
Average: $1 $9
Search Engine Optimization
(SEO)
Organic, editorial,
natural, algorithmic
results (SEO - Search Engine Optimization)
Paid listings, sponsored links,
pay-per-click (PPC) ads, cost per click (CPC)
2. Universal Search: optimize more than your corporate site
3. Personalized Search means results vary for everyone
4. Organic keywords shouldn’t trigger editorial results
80% editorial
4. Organic keywords shouldn’t trigger editorial results
80% commercial
5. Optimized press releases work
- Bypass the press & go directly to your prospects
- Take up more room in the SERPs
- Build links pointing to your site
- Generate brand awareness & site traffic
5. Optimized press releases work
6. Link-building: critical & must be done right
YES: high quantity of quality links, relevant sites, hand-selected sites, diversified link types, content/ campaign creation (“link bait”), leveraging other marketing tactics
NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms
7. Usability: more important than SEO even? (Yes!)
7. Usability: more important than SEO even? (Yes!)
7. Usability: more important than SEO even? (Yes!)
Starting point
SEO only
Usability only
SEO + Usability
Paid Search, akaPay-Per-Click
(PPC)
Organic, editorial,
natural, algorithmic
results (SEO)
Paid listings, sponsored links,
pay-per-click (PPC) ads, cost per click (CPC)
8. Pull PPC levers wisely
9. Focus more on PPC ad copy and less on bids
10. Landing pages can make or break a campaign
Social Media
11. Social media can be leveraged for SEO purposes
Content
11. Social media can be leveraged for SEO purposes
Votes
11. Social media can be leveraged for SEO purposes
Links
12. Customer reviews are becoming more important
13. PPC run on social media sites can really work
Mobile & Local Search
14. Being found in local/maps/ places results is critical
15. Consider running PPC on mobile devices
15. Consider running PPC on mobile devices
Analytics
(How do we know this is working?)
16. Monitor your company & brand name(s)
17. Goal: take up as much room in the SERPs as possible
Website
Twitter profile
Facebook profile
LinkedIn profile
BusinessWeek profile
(not us)
Optimized press release
Video (not us)
Website
Website
18. Call tracking ensures you’re measuring all results
66%
33%
18. Call tracking ensures you’re measuring all results
18. Call tracking ensures you’re measuring all results
Mini Case Study:
-71% of leads came in by phone
-Increased PPC bids
-Doubled the number of PPC leads generated
19. Import referral data into CRM to measure true ROI
CRM (Salesforce etc.)
• Fields filled out on form
Number of S.E. leads, estimated revenue based on average closing rate & sales amount
Number of customers from all sources & total revenue generated
Reporting Disconnect:
Historical Method
19. Import referral data into CRM to measure true ROI
CRM (Salesforce etc.)
• Fields filled out on form
Number of S.E. customers & revenue generated
Today’s Method
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THANK YOU!
