Search Marketing: (Still) the Killer App of Marketing Your Business Online
May 06, 2015
Search Marketing: (Still) the Killer App of Marketing Your Business
Online
Twitter: @AmplifySEM
PAID RESULTS VS ORGANIC (SEO)“SEM” Refers to Both
PPC - 20% of Clicks
SEO80% of Clicks
Twitter: @AmplifySEM
WHY IS SEARCH SO CRITICAL?
• Over 80% of all Internet traffic begins at a search engine
• 63% of users research buying decisions online
• 61% of users visit your brand Website before buying (even if buying offline)
• Consumers turn to information sources that aren’t your Web site– Search is about “getting found”– You’ve got to extend your
brand
Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEMIn-House Marketers Compare ROI of Marketing Tactics
67%
63%
53%
28%
39%
17%
14%
18%
17%
30%
25%
24%
31%
27%
4%
11%
11%
34%
9%
39%
32%
11%
9%
6%
14%
28%
14%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing (PPC)
Direct Mail
Public Relations
Online Advertising
Print Advertising
Strongest TacticHighly VariableLow Value Tactic Hard to Gauge
MarketingSherpa 2009-2010 Search Marketing Benchmark Report
Traditional Keys to Search Marketing
Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same language as your target audience Keywords are like market research
Twitter: @AmplifySEM
SEARCH ENGINES CAN DO 2 THINGS
• Read Text and Follow Links
• Rankings are based on those 2 cues alone
• This is the past, present and future of search
Twitter: @AmplifySEM
Influence Rankings•Title Tag - unique to every page
•Body Copy - if you don’t say it, don’t expect to rank for it•Anchor Text•Categorized Content & Cross Links
SEO PRIMER: OPTIMIZE YOUR SITE
Twitter: @AmplifySEM
#1 SEO Take Home Tip:Turn Images and JavaScript off and review your site…This is how a search engine sees your site
SEO PRIMER: WHAT SEARCH ENGINES SEE
Same Page with Images Turned Off•Can Still Navigate•Can Still Read Copy•Image Links Replaced with Text Links
If You CAN’T Get Around Your Site This Way - Neither Can a Search Engine Spider
Twitter: @AmplifySEM
SEO PRIMER: WEBMASTER TOOLS
Twitter: @AmplifySEM
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GOAuthority: Links = Authority = Rankings
Overall Ranking Algorithm
25%
22%20%
15%
7%6% 5%
Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
Social Graph Metrics
Registration and Hosting Data
Overall Ranking Algorithm
25%
22%20%
15%
7%6% 5%
Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
Social Graph Metrics
Registration and Hosting Data
The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
Twitter: @AmplifySEM
BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container
Twitter: @AmplifySEM
FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to Build Authority
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITEA Practical Example
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITEA Practical Example
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
LESSONS?:•Build and curate your presence•Own your reputation•Everything that goes online can be leveraged for search
QuickTime™ and a decompressor
are needed to see this picture.
Twitter: @AmplifySEM
BUT YOU ARE NOT IN CONTROL
3rd Party Site
Twitter: @AmplifySEM
WHAT’S IT ALL MEAN?
• Content is indeed still king
• But content takes many different forms
• Search engines are trying to present the most timely & relevant content
• Marketers have got to become content generators
• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts
• Content is indeed still king
• But content takes many different forms
• Search engines are trying to present the most timely & relevant content
• Marketers have got to become content generators
• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts
Twitter: @AmplifySEM
Build Authority: Social Supports SEOSocial Media Reaches the People With the Power to Link
Appealing to the types of users who have the power to link will generate more links, which raises a site’s authority
What Types of Users Link?
• Website/Blog owners (ie – they have the ability to link!)
• Participate in social media sites, forums & groups
• Looking for great “stories” to share
Image courtesy SEOmoz
Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?Find relevance between your keywords and current trends & topics
Tap into topics of discussion around a keyword
QuickTime™ and a decompressor
are needed to see this picture.
Latch on to current topics - find a tie-in
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressorare needed to see this picture.QuickTime™ and a decompressorare needed to see this picture.
Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
Twitter: @AmplifySEM
TAKEAWAYS FOR SEO & SOCIAL• Both SEO & Social thrive on content
– Create timely content to increase the likelihood of sharing
• Organizations & marketers must adapt– Marketing organizations must become
publishers
• Break down barriers to publishing– Timeliness is key– You need a blog– Does IT or Legal = business prevention? Fix it.
• Learn to listen, engage
• Both SEO & Social thrive on content– Create timely content to increase the
likelihood of sharing
• Organizations & marketers must adapt– Marketing organizations must become
publishers
• Break down barriers to publishing– Timeliness is key– You need a blog– Does IT or Legal = business prevention? Fix it.
• Learn to listen, engage
So that’s what’s happening with search now - But what’s in store for the
future?
Twitter: @AmplifySEM
Are Users Searching on Social Sites?
• Only for people • “Lazy Web” or “Crowdsourcing” >
Users ask for ideas & recommendations– Become part of the network– Join the conversation– Have a good reputation
• Users fan/follow brands– Be findable
• Users give opinions on brands– Monitor and engage
• Users attend offline events / meet ups to connect over similar interests– Connect & win fans offline
(engage/sponsor/support/organize)
Twitter: @AmplifySEM
Google’s Take - Social Circle
• Integrating content from your connections
• Impact: You’ve gotta be connected
Twitter: @AmplifySEM
BONUS “FUTURE OF SEARCH” TIP
MOBILE INCREASES IN IMPORTANCE Mobile Internet usage is exploding
with the adoption of smart phones Mobile searchers are task-
oriented, close to converting You must consider the mobile
experience for your visitors Are content needs & conversion
points different? What about an App? Many times mobile visits are a
result of social apps - sharing is likely to result in mobile visits Is your content mobile-friendly?
PPC can be targeted at mobile SEO is about the same, but what
do the results look like?
Twitter: @AmplifySEM
SEM PUNCH LIST• Know your keywords & put your finger
on the pulse• Optimize your site• Build authority
– No social strategy? Get one.– Make sure SEM, PR, Social & Creative are
talking– Content - remove barriers to nimble &
frequent publishing
• What’s your mobile strategy?
THANKS!Get the paper:
http://www.amplify-interactive.com/resources/secrets-sem-whitepaper/
Links from this paper: http://www.delicious.com/Amplify.Interactive/