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Growing your business via search engine marketing by Kent Lewis of Anvil Media, as presented to YWSE Portland.
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Growing Your Business ViaSearch Engine Marketing
Presented by:Kent LewisPresidentAnvil Media and Formic Media www.anvilmedia.com www.formicmedia.com
Anvil Media, Inc. Background
Search engine marketing agency
Specialize in SEO, PPC & SMM management
Founded in 2000; 40+ active clients
PBJ’s 10th Fastest Growing Private Company
PBJ’s 10th Most Philanthropic Small Company
2009 SoMe Social Media Awards Winner
Agenda
Search Engine Marketing (SEM) Benefits
Search Engine Optimization (SEO)
Pay-per-Click (PPC)
Social Media & Local Search
Web Analytics
SEM Resources
SEM Benefits
SEM Benefits
Increase RevenueAdvertising, Affiliate, Subscriptions, LeadsE-commerce
Decrease CostsReduce traditional media & marketing spendsLeverage existing content
Increase ProfitsMeasurable ROIBranding halo effect
SEO
Search Engine Optimization AKA natural or organic Search engine results page (SERP) Google is the new home page
The 3 C’s of SEO
Content
Code
Credibility
Content: Keyword Research
Free Tools Google MSN Keyword Discovery
Content
Content is King Keywords embedded in text & meta Proximity, prominence & placement Top level pages & text navigation
Code Template, file & URL optimization Internal linking structure Duplicate content & session IDs
Code
Credibility
Key Elements Inbound link credibility (PageRank) Domain history IP neighborhood (ISP/hosting)
PPC
Pay-per-Click Offers larger degree of control Keywords, text ads & landing pages Quality Score requires management
PPC Process
Explore
Evaluate
Expand
Enhance
Explore & Evaluate Keywords Text ad copy Landing pages
Expand & Enhance Keywords Ad Groups Conversions
Social & Local
Google OneBox Universal search disruption Requires dedicated effort Primarily geographically-based
Google Local Business Center Locate & claim your listing Create, update & optimize information Regularly monitor & manage
Analytics
Google Analytics Unique visitor behavior Measure search marketing Create and optimize funnels
Summary
Leverage & extend existing marketing effortsCreate, optimize and syndicate valuable contentUtilize paid search to effectively target customersPlan, test and measureRemember: a marketing budget should be UNLIMITEDTake my SEM Workshop this Friday @ PSU
Kent Lewis, PresidentAnvil Media and Formic Mediahttp://www.anvilmedia.comhttp://www.formicmedia.comhttp://twitter.com/kentjlewishttp://www.linkedin.com/in/kentlewis
Resources
Google.com/Analytics
Google.com/Local/Add
Google.com/Webmasters
Google.com/Websiteoptimizer
SearchEngineLand.com
SearchEngineWatch.com
SEOmoz.org
SEMpdx.org
SocialSearchMarketer.com
ToprankBlog.com
WebmasterWorld.com