Intro to Search Engine MarketingSEO/PPC Advertising07.09.13

What We’ll Cover

• What are SEO & PPC?

• Types of careers available

• What is the job like on a daily basis?

• Skills we look for when hiring people

What is Search Engine Marketing?

• SEM, for short• Combination of SEO & PPC• Harmonizes search with search engine

algorithms

SEM cont.SEO

• Search Engine Optimization– Natural search– Organic search

• Market Share– Google: 66%– Yahoo: 14%– Bing: 15%

PPC• Pay Per Click

– Paid search– Sponsored links

• Market Share– Google: 76%– Yahoo/Bing: 13%

Where you see SEO results:

Where you see PPC results:

What Makes SEM Important?

• “Google it!”• 1 billion daily searches• Search is #1 online activity (tied with email)• 91% of all users use search and email• 210+ million users in US• Customers are here…makes sense!

Example: AuthorHouse

• Since 1997• Leading self-publishing company in the world• 30k+ authors• 40k+ titles• Publish• Promote • Sell

What We Did for Them

• Brand #1 (Jan-Sept)– Overall increase in leads of 17%– Lead cost 51% under goal– Decreased cost per lead by 15%

• Brand #2 (Jan-Sept)– Overall increase in leads of 27%– Decreased cost per lead by 13%– $.5M in revenue

Career Options

• In-House versus Agency versus Independent Contractors versus Self-Employed

• Managers– VP/Director of Search Marketing– Director of SEO– Director of PPC

• Specialists– Link Builder– Web Copywriter/Content Writer– Client Relations– Conversion Optimization (usability)

A Day in the Life

• Different for me and my peers• In-house meetings• Client meetings• Working w/ Google and Yahoo• Implementing recommendations• Blogging• Training• Marketing• New clients!

Characteristics for Hire

• Organized and list oriented• Grace under pressure• Able to create plans• Love the web• Smart and well-rounded• Push back and discuss• Disagree to get to a better place• Analyze and apply, not just regurgitate

Questions?

Kayla KurtzPaid Search Consultant

(812) 330-3134 / @one800kayla