Yarn Market News - Search Marketing Presentation

Optimize Your Website for Big Results

The 10 things you needto know about Search Marketing

Bio

• Currently: Slack Barshinger• Clients: Fellowes, Office Depot, eBay, Aon,

FedEx, Tellabs, Diebold, Google

• Other Interests: emerging technologies, meatloaf, biking, Detroit sports, sustainability

Agenda

• Search 101 – Consumers and Search• 5 organic search tips• 5 paid search tips• Questions / Comments

What tools do consumers use?

How America Searches: Online Retail

Search Market Share

Data compiled from comScore Report, Dec. 2008

Organic and Paid Defined

Paid Search

Organic Search

Organic Tips: Keyword Research

Google Keywords: http://www.google.com/keywords Google Trends: http://www.google.com/trends Wordtracker: http://freekeywords.wordtracker.com/ Facebook Lexicon: http://www.facebook.com/lexicon Twitter Search: http://search.twitter.com Plurk Search: http://www.plurk.com/search AdGooroo: http://www.adgooroo.com

Organic Tips: Unique Page Titles

• Page titles are one of the most important attributes of organic search.

Organic Tips: Good URL Choices

Which is better?• www.cindysstore.com• www.cindysyarnstore.com• www.chicagoyarnstore.com• www.cindyschicagoyarnstore.com• www.amazon.com

Organic Tips: Less Images, More Text

Organic Tips: Links, Links, Links

• Organic search is like an election– The most votes [links] wins

• Get links from:– Vendors, Partners, Business contacts, Friends– Social media

• Product review sites• Blogs • Online Communities

Paid Tips: Keyword Research

• Look for longer tail keywords• This indicates a person is closer to transaction• You can use the same tools as organic

Paid Tips: Targeting is Key

Paid Tips: Competitive Analysis

Paid Tips: Test, Test, Test

Paid Tips: Measurement in Mind

Questions / Comments

Thanks so much

Contact me anytime:[email protected]://twitter.com/jeffwoelker