Anvil YWSE SEM Fundamentals 0509

Growing Your Business ViaSearch Engine Marketing

Presented by:Kent LewisPresidentAnvil Media and Formic Media www.anvilmedia.com www.formicmedia.com

Anvil Media, Inc. Background

Search engine marketing agency

Specialize in SEO, PPC & SMM management

Founded in 2000; 40+ active clients

PBJ’s 10th Fastest Growing Private Company

PBJ’s 10th Most Philanthropic Small Company

2009 SoMe Social Media Awards Winner

Agenda

Search Engine Marketing (SEM) Benefits

Search Engine Optimization (SEO)

Pay-per-Click (PPC)

Social Media & Local Search

Web Analytics

SEM Resources

SEM Benefits

SEM Benefits

Increase RevenueAdvertising, Affiliate, Subscriptions, LeadsE-commerce

Decrease CostsReduce traditional media & marketing spendsLeverage existing content

Increase ProfitsMeasurable ROIBranding halo effect

SEO

Search Engine Optimization AKA natural or organic Search engine results page (SERP) Google is the new home page

The 3 C’s of SEO

Content

Code

Credibility

Content: Keyword Research

Free Tools Google MSN Keyword Discovery

Content

Content is King Keywords embedded in text & meta Proximity, prominence & placement Top level pages & text navigation

Code Template, file & URL optimization Internal linking structure Duplicate content & session IDs

Code

Credibility

Key Elements Inbound link credibility (PageRank) Domain history IP neighborhood (ISP/hosting)

PPC

Pay-per-Click Offers larger degree of control Keywords, text ads & landing pages Quality Score requires management

PPC Process

Explore

Evaluate

Expand

Enhance

Explore & Evaluate Keywords Text ad copy Landing pages

Expand & Enhance Keywords Ad Groups Conversions

Social & Local

Google OneBox Universal search disruption Requires dedicated effort Primarily geographically-based

Google Local Business Center Locate & claim your listing Create, update & optimize information Regularly monitor & manage

Analytics

Google Analytics Unique visitor behavior Measure search marketing Create and optimize funnels

Summary

Leverage & extend existing marketing effortsCreate, optimize and syndicate valuable contentUtilize paid search to effectively target customersPlan, test and measureRemember: a marketing budget should be UNLIMITEDTake my SEM Workshop this Friday @ PSU

Kent Lewis, PresidentAnvil Media and Formic Mediahttp://www.anvilmedia.comhttp://www.formicmedia.comhttp://twitter.com/kentjlewishttp://www.linkedin.com/in/kentlewis

Resources

Google.com/Analytics

Google.com/Local/Add

Google.com/Webmasters

Google.com/Websiteoptimizer

SearchEngineLand.com

SearchEngineWatch.com

SEOmoz.org

SEMpdx.org

SocialSearchMarketer.com

ToprankBlog.com

WebmasterWorld.com