Embed Size (px)
Citation preview
“Search Engine Marketing
Strategies”
Spring 2012
Background.*Arizona State B.S. Marketing ’95.*Columbia University M.B.A. ’03.*10+ Years Online Marketing
Experience. *Certified Google Adwords
Professional (>1000), SEO, Social Media. 2000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online.
*AgentD.com President.
Strategy #1: “Keyword Science.”*The #1 Most Important Element Of
Driving Traffic Online Is Keyword Research. What Exact Phrases Are People Searching For?
*99% Of Companies Do It WRONG!*There Are Dozens Of Free & Paid
Tools You Can Use To Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online.
*Keyword Research Is A MASSIVE Topic:
Strategy #1: "Keyword Science."
*3 Levels Of Keywords:
Researchers.
Shoppers.
“Buyers”
$
Strategy #1: "Keyword Science."
Geographic Segmentation:
“Cell Phone”
“New Cell Phone”
“Buy New Cell Phone Houston”
Strategy #1: "Keyword Science."
*The Rule Generally*: The More Specific The Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale).
*Even Google Advises Targeting 2-3 Keyword Phrases For Maximum ROI In Adwords.
*E.G.“Loan” Could Have A 10,000 Different Meanings & 1,000 Different Audiences Looking For Loan Related Terms! We Want BUYERS. (Cont.)
Strategy #1: "Keyword Science."
*A Mortgage Company:
Mortgage Refinance Tips.
Mortgage Refinance (Maybe).
Mortgage Broker.
LoanMortgage Help
Find Mortgage
New Home Loan Mortgage
Austin.
Strategy #1: "Keyword Science."
*Google: https://adwords.google.com/select/KeywordToolExternal
Strategy #1: "Keyword Science."
*Strategy: Generate A List Of Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics….
*Because Even After Generating The List Of Seemingly Highly Qualified Keywords, You’ll Still Find That Some Words FAR Outperform Others For Reasons Beyond Our Collective Comprehension. - We Just Want The Revenue.
Strategy #2: “Google Adwords."
Strategy #2: "Google Adwords."Adwords=P.P.C.=Pay Per Click. You
Pay For Every Visitor You Get. 3 Big Players…
1. Google.2. Yahoo! 3. BING (MSN).(2&3 Now Merged).-Google Has 65%+ of Market + An
Extensive Content Network Too. Higher % In Technical Markets Probably!
Strategy #2: "Google Adwords."
*Pay Per Click EXTREMELY LUCRATIVE A)in The Right Markets B)with The Right Keywords. Money Losing IN Others!
*Scalable Too (If Not Geographically Constrained).
*2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…
Strategy #2: "Google Adwords."
1)High Ticket Items. Physical Brick & Mortar Companies Sometimes A GREAT Fit For PPC.
(Pay Per Click Somewhat Limited In How High People Will Bid For A Click: Probably Psychological.)
2)Avoid Effectively “Upside Down” Markets. (Forex, Many Local Markets: E.G. Cosmetic Dentists, Satellite TV).
Strategy #2: "Google Adwords."*Pay Per Click Takes Time To Figure
Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market.
*Google Has Extensive Training Material Online About How To Master The Google Adwords System:
https://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go
Strategy #2: "Google Adwords."*There Are Other Sometimes Ways To
Get Around High PPC Costs. Video Ads:
Strategy #2: "Google Adwords."PPC Math: Comes Down To How Much
You Make Per Customer Vs. How Much You Pay To Get Him To Buy.
*Extremely Important To Track PPC: Adwords/Analytics Integration & Watch Conversions/Keyword!
• No ROI.• Adjust Your Marketing.
Paying More In PPC Charges Than You Are Making Back?
• ROI.• Refine Campaigns To
Increase ROI $$$.
Making More Than You Are Spending?
Strategy #2: "Google Adwords."*Sometimes OK to lose Money On
PPC if Your Backend Is Strong Enough. Many Markets Like That Online.
*Keyword Research Is Critical For PPC, Maybe Even More So Than Free SEO Traffic (Next Section).
*Many Factors Influence PPC. Two Biggest Ones (Besides Keyword Prices):
1. Geography2. Time!
Strategy #2: "Google Adwords."*But That’s Great News Because PPC Is So
Flexible That You Can Effectively “Edit” Out Non Performing Keywords, Times & Geographies. And TARGET DIRECTLY!
Strategy #2: "Google Adwords."*Google’s Content Network Sometimes Produces
Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem).
Search Network VS: Content
Strategy #3: "Power SEO."*SEO=Search Engine Optimization.*History: First Rankings Were Easy
To Get & They Still Are in Some Markets: You Just Have To Play A Lot Smarter.
*A Lot of SEO “Spam” Has Disappeared & Page Generating Spam Not A Viable Anymore (GOOGLE): A Lot Of Opportunity Still Exists For FREE SEO TRAFFIC…BUYER TRAFFIC!
Strategy #3: "Power SEO."
*MANY Different SEO Strategies. The Chances Of SEO Working For You Really Depends On The RELATIVE SOPHISTICATION OF YOUR MARKET!
*Online, Certain Segments Of ALL Markets Constantly Change= Opportunity.
*SEO Takes Time. But Much Faster Now To Get “Indexed” Than Just A Few Years Ago!
Strategy #3: "Power SEO."
*Key To SEO in 2012 Is To Work On Improving Your Content & Going AROUND THE COMPETITION! You Only Have 24 Hrs./day.
*It’s Much Easier To Let Other People Build Your Links & Rankings For You: That’s Why You Need To Focus On Providing Good Stuff.
-How Do You Do THAT?
Strategy #3: "Power SEO."
*By Mixing In “Buyer” Related Keywords With Your Content, In Your Meta Tags (Title), Etc.. This Has 2 HUGE BENEFITS:
1. Throws The Competition For A Loop: There Often Is No One Optimizing For These Terms! They Have NO IDEA!
2. The Traffic You’ll Get Is Much More BUYER Oriented=$$$$$$!
Strategy #3: "Power SEO."
3 Main Ways Of Doing It:1.High Traffic Sites: Tumblr,
Wikipedia, etc. (Search Engines Seem To Trust These Sites)
2.Videos (Youtube owned By Google).
3.Images:
Strategy #3: "Power SEO."
*There Are Dozens Of Different SEO Tools & Services On The Market.
1. SEO Nuke: Automation.2. SEO Elite: Great For Research & Link
Building.3. Many Different Link Building & Article
Submission Services (Really For The SEO Benefit of Articles): http://www.instantarticlewizard.com/, http://www.jetsubmitter.com/, http://www.seolinkvine.com/
Strategy #3: "Power SEO."The GOAL:
Blog Comment
Comment .EDU
DMOZ
Article
Blog Roll
.EDU
Directory
Strategy #3: "Power SEO."
*FACT: Links Are One Of The Biggest Traffic Sources Online - (Even Without The SEO Benefit!). Maybe More Valuable Themselves vs. SEO?
*More Links = More Traffic. (Controversy Over The Power Of Certain Links & Not Others)…Mass Links From Relevant Sites=VERY VALUABLE TRAFFIC.
*A Single Link Can Send 7-10 HIGHLY TARGETED VISITORS to Your site EVERY DAY for ETERNITY.
Strategy #3: "Power SEO."Powerful Ways To Get Inbound Links:*.EDU Links (University Links-Maybe
More Trust b/c Of Age Of Sites)*Directory Links: Directory Submission
($29+). http://info.vilesilencer.com/top.
*DMOZ.org: Extreme VIRAL link power! *Paid Directories- Yahoo! & Other
Smaller Ones. Some People Reporting Great Results Here…Some Highly Targeted=$$!
Strategy #3: "Power SEO."*One Way To GET Huge Amounts Of
Links (And FREE CONTENT) Is To Start A Directory For Your Market!
/Directory
/Blog
/WikiYourSite.com
Strategy #3: "Power SEO."More Ways To Get A Ton Of Inbound
Links:1)Articles: The Key Is In Marketing
Them YOURSELF.2)Blog Comments: KeywordLuv
Plugin, CommentLuv, DoFollow. Good For Getting Basic Links…But, Takes A LOT of Comments To Make A Difference.
http://dofollow.info/http://www.trafficgenerationcafe.com/commentluv-enabled/
Strategy #3: "Power SEO."
SEO Pros:*100% FREE.
*Unlimited Potential*Little Penalty For Getting It Wrong.
Adwords Pros:*Fast.
*Highly Controllable.*Many Uses.
SEO Cons:*Little Control.
*Very Slow.*Unpredictable.
Adwords Cons:*Expensive.
*Some Markets “Upside Down.”*Learning Curve.
SEO Vs. PPC
Strategy #4: "Partner Traffic."
*Joint Ventures Are One Of The Best Ways To Increase Sales In Any Market!
*JVs Have Been Around A Long Time Offline- Marketers Have Been Trading Customers For Decades!
• Benefits.• Product.
Your Offer
• Site.• Lists.
Their “Stuff”• Money.• Friends!
PROFIT!
Strategy #4: "Partner Traffic."
*The Entire Affiliate Marketing Industry Can Be Considered A HUGE Series of “Mini-JVs!” Now A 5Billion Dollar Industry With It’s Own Tradeshows (Affiliate Summit) & Networks (CJ.com) –HUGE MONEY.
*The World Gets Blurry Between Affiliate Marketing & JVS - But JVs Often Mean A One Time Promotion. “Cross Promotion” If You Are Promoting Back & Forth.
Strategy #4: "Partner Traffic."
*2 Major Things Potential JV Partners Want To Know:
Is The Offer “Legit?”
• Help Their Customers.
• Not A Scam.
What Is The Payout?
• Sheer Money Amount.
• Backend Amounts, Etc.
Strategy #5: "Blogging."
*Blogging Is Now A Dominant Communication Medium: Very Well Accepted.
Strategy #5: "Blogging."
*Use Youtube Videos To Drive Traffic Through Bloggers (Embedded Code):
*Once A Hot Video Hits The Blogosphere, It Can Rapidly Spread Because Of “Community Effects.” Bloggers Monitor each Other Hunting For The Latest Content...Smart Marketers Use This To Their Advantage!
Strategy #5: "Blogging."
Strategy #5: "Blogging."
*Use Blogs To Drive Traffic By Spreading A Message(And LINKS!) Quickly Through PRs:
Keyword Rich Press Release With Inbound Links Distributed.
Bloggers Discover Release Through RSS & Post It On Their Blog.
Consumer Exposed To Message Via Bloggers, SEO, & Google/Yahoo News.
Blog Blog
BlogBlog
Blog
Blog
Strategy #6: “Mass Integration."*Best Way To Use These Is In
COMBINATION. Let Them Feed Each Other & Evolve. Target The Combination That Makes You The Most Money. It’s Just That Easy.
*Use Social Media Tactics In Combination With SEO: Keyword Rich Content When Possible.
*Integrate All Marketing Efforts (Social Media, SEO, PPC, Offline) Create A TON of Ways For People To Reach You=TRAFFIC!
Strategy #6: “Mass Integration."
1. Google Adwords... Money Is Coming In.
2. Use Data For SEO, Social Media. More
Revenues…
3. Analyze, Refine, Increase Sales,
Repeat!
* *
Thank You!
Rich MenzAgentD.com832-715-2508 http://agentd.com/search
