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