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Between SEM, SEO, and PPC, it's understandable that someone may get a little lost. This presentation will walk you though the various methods o f search engine marketing, and even give a couple tips and best practices. For more information, feel free to find us as www.silverbackstrategies.com .
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Neil WelshPresident
nwelsh@silverbackstrategies.comTwitter: @silverbackstrat
Facebook: facebook.com/silverbackstrategieswww.SilverbackStrategies.com
PPC + =SEO ROI
SEM
WTF?
Search Engine Marketing
• Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid and organic placements.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
The Value of Search
It’s where the people are
17.1 Billion Searches in August 2011
Source: comscore.com
The Value of SearchThey helps consumers make buying decisions97% of customers research online before making a purchase
People spend money online
Online retail industry will be worth $279 Billion in 2015
The Value of Search
Source: forrester.com
91%
4%
3%
1%
Other
The Big Three
Source: comscore.com
Search Engine Exposure
Search Engines
Organic Results(SEO)
Paid Results(PPC)
Position #1
Position #2
Position #3
#4
#5
#6
#7
#8
#9
Paid Placements
Rank #1
Rank #2
Rank #3
Rank #4
Rank #5
Organic Listings
What Is SEO?
Search Engine Optimization (SEO) is the practice of achieving higher organic rankings on search engines through the optimization of internal and external website assets.
What Is SEO? There are over
1 Trillion pages in Google’s
index.
% Of Clicks
42.3%
11.9%
8.4%
6.0%
4.9%
4.0%
3.4%
3.0%
2.8%
3.0%
62.6% Of People Don’t Click Past The 3rd Search Result
Almost 300% Increase In Potential Traffic Between Positions 2 And 1
Source: internetmarketingninjas.com
Directory SubmissionsPartners / Suppliers
Reciprocal LinksPress ReleasesMembershipsSocial Media
AdvertisingComments
ContestsNews
Site Architecture
Content Links
Images and MediaWidgets and ToolsResource ListsTestimonialsTranslationsCommentsRSS FeedsArticlesBlogsTitles
URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics
SEO
Site Architecture
Content Links
URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics
Site Architecture
Content Links
Images and MediaWidgets and ToolsResource ListsTestimonialsTranslationsCommentsRSS FeedsArticlesBlogsTitles
Site Architecture
Content Links
Directory SubmissionsPartners / Suppliers
Reciprocal LinksPress ReleasesMembershipsSocial Media
AdvertisingComments
ContestsNews
White Hat vs. Black Hat
The Dirty Little Secrets of Search
Source: nytimes.com
• Someone paid to have thousands of links placed on hundreds of sites all pointing to the J.C. Penney site
• Within 2 hours J.C. Penney went from rank #1 for “Samsonite luggage” to #71 and from rank #1 for “living room furniture” to #68
The Dirty Little Secrets of Search
• “Black dresses” linked from nuclear.engineeringaddict.com
• “Evening dresses” linked from casino-focus.com• “Cocktail dresses” linked from bulgariapropertyportal.com• “Casual dresses” linked from elistofbanks.com• “Semi-formal dresses” linked from usclettermen.org
Source: nytimes.com
Reporting SEO Performance• Targeted Keyword Phrases• Traffic Driven by Keywords
• Keyword Rankings• Shifts in Ranking
What Is PPC?
Pay per click (PPC) is a form of internet marketing where advertisers pay only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. One of the most popular PPC platforms is Google AdWords.
What Is Google AdWords?
Google AdWords is a popular PPC Advertising Platform where advertisers are able to display ads for search queries and content on Google Search Result Pages (SERPs) and across the Google Display Network. AdWords operates on an auction based system, where advertisers bid on particular ad placements.
Google’s advertising revenue was $28,236,000,000.00Google’s total revenue in 2010 was $29,321,000,000.00
Source: google.com
96%
Google Ad Auction
=xMax CPC Bid Quality Score Ad Rank
Clickthrough Rate
Ad/KeywordRelevance
LandingPage
Quality Score:
• Calculated By Google
• # Between 1 and 10
• Used to differentiate “high quality” and “low quality” ads
Relevancy
Campaign Ad Group Keyword Ad Copy Landing Page
University Apparel
Georgetown University
“Georgetown university apparel”
Buy Georgetown
University Apparel!
Assortment of Georgetown
University apparel
Search Network vs. Display Network
Search Network vs. Display Network
Reporting PPC Performance
• Clickthrough Rate• Conversions
• Cost per Conversion• Conversion Rate
Neil WelshPresident
nwelsh@silverbackstrategies.comTwitter: @silverbackstrat
Facebook: facebook.com/silverbackstrategieswww.SilverbackStrategies.com
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