Search Marketing Insider Info Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
BITB -- Search Marketing
May 15, 2015
Scott Kaufmann's presentation at agencyside's "Back in the Black" account team training.
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Search MarketingInsider Info
Scott Kaufmann | Lucid Agency
Back in the Black: April 28 – 29, 2011
Nice to meet you.Although I may look __________, my wife
tells me my ________ isn’t getting any ______
since entering my _____. I’ve spent the last
_________ working with lots of great
____________ you may have _______ of.
So, hopefully that means I’ve got at least a
few _________ ___ ‘s to share with
you about the world of modern __________ ____________.
Why does it matter?
70-90% (stats vary)
The only thing you can
depend on is change.
Search
10
B2B Marketing in Web 3.0 (tomorrow)
11
• Web 3.0 (Personalized Interaction)– dsafa
• Marketing Strategy– asdfasd
Free Tips:We have a list of 7 effective [& free]
strategies forLinkedIn marketing
on our blog.
www.lucidagency.com/blog
Don’t forget Mobile
TodayBut… today most people still start their search with Google, so let’s look at Google search optimization.
Bing
Today
Types of Search
Paid Search (Pay Per Click)Paid Search
(Pay Per Click)
Free Search(Organic Search, Search Engine
Optimization, Organic Optimization, etc)
Free Search(Organic Search, Search Engine
Optimization, Organic Optimization, etc)
Free Search
(Google Local / Maps)
Free Search
(Google Local / Maps)
Paid Search
(Pay Per
Click)
Paid Search
(Pay Per
Click)
Search Lingo
Rankings Matter
Click Through Rate
• CTR = Click Through Rate– Example: 1000 Searches 50 Clicks = 5%
CTR– A measure of:
• Position of Result• Interest of Searcher• Relevance of Results• Listing Description• CTA (Call-to-action)
5%-15%5%-15%
<1%<1%
Technical Optimization
Technical Optimization
Link Building
Link Building
Facebook, Twitter, LinkedIn,
Youtube, Blogs, Forums,etc.
Facebook, Twitter, LinkedIn,
Youtube, Blogs, Forums,etc.
Image Optimization
Image Optimization
Local Directories
Local Directories
Optimized Press
Releases
Optimized Press
Releases
Content Syndication
Content Syndication
Click Through Rate
• CTR = Click Through Rate– Example: 1000 Searches 50 Clicks = 5%
CTR– A measure of:
• Position of Result• Interest of Searcher• Relevance of Results• Listing Description• CTA (Call-to-action)
5%-15%5%-15%
<1%<1%
Conversion Rates
• Getting a high ranking position isn’t enough
• You must also convert visitors at a high rate
• The search result must match with the website content and call-to-action to drive high conversion rate
Free:We have a list of top
websites by conversion rate on our blog.
www.lucidagency.com/blog
ROI
Search Ranking #1 Ranking #10 Ranking
Searches 10,000 10,000
CTR 10% 1%
Clicks 1,000 100
Conversion Rate 5% 5%
Sales 50 5
Average Sale 250 250
Revenue 12,500.00$ 1,250.00$
Strategies Change
Have a Website.
Be Found.
Have a Website.
Be Found.
Be Found. Be Usable.Be Real.
Be Compelling.
Be Found. Be Usable.Be Real.
Be Compelling.
Be a part of my life.Be a part of my life.
Be a part of their life.
Take aways• Search is always changing• Be found on top
– Google still king, but Bing, Facebook, Twitter, Video and Mobile taking more and more searches
• Be real & believable• Be a part of my life• Measure results
– Rankings
– CTR
– Traffic
– Conversion Rate
– ROI
Contact Info
Scott Kaufmannemail: [email protected]
phone: 480.219.7257x110
web: www.lucidagency.com
Lucid Agency51 W. 3rd St., Suite E101Tempe, AZ 85281
I like phone calls and emails.
(good ones at least)
I like phone calls and emails.
(good ones at least)
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