Search Marketing Tips and Tricks

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  1. 1. Search MarketingTips and Tricks
    NEAWP April 2010
  2. 2. Collaborative. Smart. Measured.
  3. 3.
  4. 4. Marketing 2.0 Funnel
    Awareness
    Advertising
    Search, PPC
    Public relations
    Lists
    LinkedIn
    Interest
    Evaluation
    Trade Shows
    Videos
    Twitter
    Direct mail
    Blog
    RSS
    Preference
    Webcasts
    Seminars
    White papers
    Sales visits
    eCommerce
    Purchase
    Conferences, special events
    Customer resources
    E-Newsletter
    Referral
    Training
  5. 5. Search MarketingGenerate awareness, pull visitors in
    Constantly strive to improve natural relevancy
    Supplement with pay-per-click
    Natural
    PPC
  6. 6. Natural Search
  7. 7. Steps to Improve Natural Search
    Optimize website
    Fresh Content
    Metatags
    Pages/sections dedicated to major target audiences
    Include address, register with Google
  8. 8. Page Titles and Metatags
  9. 9. Sections Dedicated to Key Areas
  10. 10. Why Blog?
    • Provide valuable, timely information
    • 11. Easy to post content
    • 12. Fresh content = Better SEO
    • 13. Blog feeds to social media, other sites
    • 14. Another outlet for content
    • 15. Positions you as industry expert
  11. Steps to Improve Natural Search
    Optimize website
    Metatags
    Pages/sections dedicated to major target audiences
    Include address, register with Google
    Fresh content
    Maximize inbound links from 3rd party sites
    Lists
    Associations/publications
    Vendors
    Partners
    Blogs
  12. 16. Where is my traffic coming from?
  13. 17. Lists to Consider
    Dmoz
    Dir.yahoo
    Just click local
    Merchant Circle
    Area Guides
    Yellow Pages
    Yelp
    City Search
    Angies List
    Business Journal
    Manta
    Black Business Planet
    Business Mart
    The City of x
    Super Pages
  14. 18. Social Media Awesome Communication Tool or Time Drain?
  15. 19. Auto-Blog Feed
  16. 20. Auto-Blog Feed
  17. 21. LinkedIn Best Practices
    1. Headline -- Be descriptive! Pack your headline full of descriptive words that will help people find you. Having Financial advisor at a lame old company doesnt cut it. Instead write something more interesting like Money Making Expert: Helping Individuals Become Financially Free.
    2. Customize your URL with your name! LinkedIn provides you with a generic URL of numbers and letters. By customizing it to your own name, you brand yourself and also bump yourself or your company up on search results. You can also add this to your email signature.
    3. Picture.Let people associate your face with who you are. By putting up a photo, you humanize your LinkedIn profile and let people know that theres a real person behind the profile.
    4. Websites.When adding your websites, always click Other so you can customize the title of your links. You want to describe the actual URL.
    5. Summary and Specialties.These are easy to skip over, but theyre very important. In the Summary, tell people a bit about who you are and what you are passionate about. Instead of the real world resume, you can be a little more personal on LinkedIn and it actually benefits to your cause.
  18. 22. Is your Website Optimized?
    Free resource:Webgrader by Hubspot
  19. 23. Paid Search Advertising(a.k.a. PPCpay per click)
  20. 24. Why Paid Search?
    High level of control and security
    Maximum accountability
    Cost-effective lead generator
    PPC method results in greater ROI
    Weigh budget according to objectives
    Instant Gratification
    Daily reporting
    Real-time optimization
  21. 25. Search Engine Market Share
    As of Aug. 2009:
    65%Google
    16%Yahoo
    11%Bing
  22. 26. 5 Steps for Search Advertising Success
  23. 27. Search Advertising Example Valve Test Stand
  24. 28.
  25. 29.
  26. 30. Valve Test Stand
  27. 31. Measuring success:
    • Analyze reports frequently
    • 32. Test, monitor, tweak
  28. Search MarketingGenerate awareness, pull visitors in
    Constantly strive to improve natural relevancy
    Supplement with pay-per-click
    Natural
    PPC
  29. 33. Contact Info:Wendy CoveyPrincipal, TREW Marketing
    Email:wendy.covey@trewmarketing.com
    Web:trewmarketing.com
    Blog:trewmarketing.com/spotlight
    LinkedIn: linkedin.com/in/wendycovey
    Twitter:@wendycovey