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Tyler BarnesDirector Of Searchtbarnes@emfluence.com
Search Marketing: The 2nd Sexiest Form of Data
@thetylerbarnes
@thetylerbarnes
A Quick About Me• Started web design in college, moved to China
after my Master’s degree & did freelance SEO, then went full-time SEO in 2013.
• Became Director of Search in 2014, I oversee SEO, Paid Media, Social Media, Lead Generation, and Analytics
• I’m a big fan of corgis, here’s Rufio and Brock Lee
A Quick Note About emfluence• Full-service digital marketing agency and top-
rated marketing automation platform• We believe in measurable results for all tactics
utilizing a data-driven approach: the one-to-one method
Follow Me on Twitter:@thetylerbarnes
Follow Me at emfluence:
emfluence.com/blog/
@thetylerbarnes
SO, WHAT IS SEARCH?
@thetylerbarnes
AND WHY SO MANY ACRONYMS?
@thetylerbarnes
@thetylerbarnes
Some Search Statistics: • 93% of online experiences begin with a
search engine• Of these searches, 70% click on
“organic” search resultsOther findings: • 75% of search users never scroll past the
first page• Search & email are where we spend
most of our time online• Mobile search marketing will reach
85.9% of all digital search advertising by 2018.
Source: Pew Research Center
@thetylerbarnes
WHAT DOES THAT ALL MEAN?
@thetylerbarnes
Paid Media (SEM): Finding the right clients quickly• Paid search is the largest allocation of most marketing
budgets. Paid media focuses on utilizing Google Adwords, Bing AdCenter, Facebook Ads Manager, and various Display networks to create awareness of a brand and increase conversions. We utilize paid search, display ads, and retargeting to ensure our campaigns reach our target market in an efficient manner. Our goal is to minimize cost while maximizing conversions. Lowering client CPA (cost per acquisition) is our primary goal for clients. Get the most bang for their buck.
@thetylerbarnes
Paid search• Keyword research• Campaign creation• Ad group creation• Ad sets creation• Budget spend• Campaign optimization• Reporting• Retargeting
@thetylerbarnes
@thetylerbarnes
Display advertising• Audience research• Creative design• Ad set creation• Display partner selection• Budget spend• Campaign optimization• Reporting• Retargeting
@thetylerbarnes
@thetylerbarnes
An example of the never ending battle for your taste buds…
@thetylerbarnes
Organic Search (SEO): Sustainable online presence• Organic search, or SEO, ensures a website is targeting the
correct keywords for their market and that users are having a great experience once they have clicked on a like in Google, Bing, or Yahoo (or the many others). We provide keyword research, site optimization, link building strategies, content marketing strategy, conversion optimization, and site development strategies to grow a client’s search ranking and organic traffic. Search engine optimization takes a long time, but the results are sustainable and extremely effective.
@thetylerbarnesSource: http://searchengineland.com/seotable
Search engine optimization• Keyword research• Meta data creation• Sitemap
creation/updates• Conversion optimization• Competitive research• Link building• Content creation• Constantly combat
Google changes
@thetylerbarnes
@thetylerbarnes
Analytics: Know everything about your business• It’s quite shocking how many businesses know nothing about
their target market. Analytics professionals provide in-depth audits, Google Analytics/Omniture optimization, interactive dashboard creation, and custom report creation outlining what a client needs to achieve an optimized web presence.
@thetylerbarnes
Totally schweet analytics dashboards…
@thetylerbarnes
WHAT DOES SEM LOOK LIKE?
@thetylerbarnes
Tyler
Barnes
Alex
Boyer
Eric Jones
Kristina Kuska
Alan
Schieber
Achiever 2 1 3 Activator Adaptability Analytical Arranger 3 1Belief Command Communication 5 2 4 Competition 5 Connectedness Consistency Context 5 Deliberative Developer Discipline 5 Empathy Focus Futuristic 1 2 Harmony 1 Ideation 3 Includer Individualization Input 4 Intellection Learner Maximizer Positivity 4 2Relator Responsibility 1 Restorative 5Self-assurance Significance Strategic 2 3Woo 3 4 4
Top Strengths of a SEM Professional• Achiever• Arranger• Communication• Futuristic (SEO)• Input• Learner• Strategic
http://www.strengthsfinder.com/home.aspx
@thetylerbarnes
ANOTHER WAY TO LOOK AT IT…
@thetylerbarnes
Mad Excel Skills5%
HTML 5%
Communication25%
Creativity5%
Love for Data25%
Self Starter25%
General Marketing10%
@thetylerbarnes
AND HERE IS WHAT WE DO…
@thetylerbarnes
WEEK 1: REPORTING
@thetylerbarnes
WEEK 2: FOLLOW-UP
@thetylerbarnes
WEEK 3: OPTIMIZATION
@thetylerbarnes
WEEK 4: PLANNING
@thetylerbarnes
WHAT DOES A DAY LOOK LIKE?
@thetylerbarnes
@thetylerbarnes
INTERESTED IN SEM?
@thetylerbarnes
What you need to get started: • Understanding of basic HTML• Google Analytics Individual Qualification + Google Analytics Academy • Google AdWords Fundamentals and Advanced Search Qualification
(Display/Mobile/Shopping are also good)• Excel skills• Some kind of experience, at least your own websiteWhat is great to have, but not required:• Facebook BluePrint Certification• BI tool experience (Tableau, BIME, R, Google Data Visualization, etc)• JavaScript knowledge + Google Tag Manager
@thetylerbarnes
Some of my favorite resources: SEO: • www.moz.com• www.searchengineland.com• www.viperchill.com• http://backlinko.com/• https://searchenginewatch.com/PPC:• http://www.ppchero.com/• https://www.wordstream.com/• www.jonloomer.com/
Content: • http://contentmarketinginstitute.co
m/
• http://www.copyblogger.com/• http://www.convinceandconvert.com
/• http://www.socialmediaexaminer.co
m/
Analytics: • www.annielytics.com• http://www.kaushik.net/avinash/• http://www.simoahava.com/
@thetylerbarnes
Any questions? That’s it. Thank you for listening!
Tyler’s One Piece of Advice:Begin teaching yourself early. Start a
WordPress website, run a small Facebook Ads campaign, try the
Google Search Planner, and/or setup a Google Analytics account. A little bit of knowledge goes a long way!
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