Search Marketing
Chris MiddingsFounder & President, NPG@NPGVT@cmiddings
About NPG
NPG specializes in creating and administering Google Grants
accounts for nonprofits
NPG creates customized search engine and social media marketing
solutions to amplify nonprofits' missions, visions, and goals
Photo: Neil Mallett Shouting at strangers quote: Seth Godin
Advertising was...a marketer with aMEGAPHONEshouting at
strangerswhenever, wherever,and however they wanted.
Photo: Ian Truelove
Advertising is...a consumer with a laser pointerpicking and
choosing who, what, wherewhen, and how theywant to receive a
marketing message. (In many cases, the message does not exist until
the consumer looks for it.)
Why Is Search Important?
Searchers are looking for something
Make sure they can find you
Why Is Search Important?
Image: Invoke Solutions
When you are looking for information on a brand, product, or
company, what tools do you use?
Two Types of Search Results
Organic (or Natural)
Paid (or Sponsored)
Organic Search
Paid Search
Search
Image: Bruce Clay
Search
Image: Bruce Clay
Organic Search
Organic Search
Organic Search
Facebook - 41.1 billion minutesGoogle - 39.8 billion minutes
Yahoo - 37.7 billion minutes
Organic Search
Search Engines
Read Text
Follow Links
Organic Search
Search Engines
Read Text
Follow Links
Search Engine Optimization
Use Keywords
Title tag 1-2X (or as a variation)
Meta description 1-3X
URL 1X
Body copy at least 3X
Image alt tags at least 1X
Image: seomoz.org
Search Engine Optimization
Sources of Keywords
Google Keyword Tool
Google Keyword Tool Results
Sources of Keywords
Google Keyword Tool
Website Analytics
Website Analytics Results
Sources of Keywords
Google Keyword Tool
Website Analytics
Internal Site Search
Internal Site Search
Internal Site Search
New product opportunity
Organic Search
Search Engines
Read Text
Follow Links
Search Engine Optimization
Links
Image: seomoz.org
Search Engine Optimization
Links
Anchor text
Chocolate truffles vs Click here
Search Engine Optimization
Anchor text
Image: seomoz.org
Search Engine Optimization
Links
Anchor text
Chocolate truffles vs Click here
404 Errors
Search Engine Optimization
404 Errors
Google Webmaster Tools
Search Engine Optimization
Google Webmaster Tools
Search Engine Optimization
Google Webmaster Tools
Search Engine Optimization
Links
Anchor text
Chocolate truffles vs Click here
404 Errors
Site Maps
Search Engine Optimization
Sitemaps
Search Engine Optimization
Links
Anchor text
Chocolate truffles vs Click here
404 Errors
Site Maps
Internal site links
Search Engine Optimization
Search Engine Optimization
Links
Anchor text
Chocolate truffles vs Click here
404 Errors
Site Maps
Internal site links
Press Releases
Search Engine Optimization
Search Engine Optimization
Authority
Image: seomoz.org
Search Engine Optimization
Authority
Quality not quantity
Speed counts
PageRank
Search Engine Optimization
Image: seomoz.org
Search Engine Optimization
Search Engine Optimization
Image: seomoz.org
Search Engine Optimization
Google crawls pages in order of PageRank
The faster you're likely to be found
The deeper they'll crawl your site
The more often they'll visit your pages to see if they've been
refreshed
Source: Matt Cutts
Search Engine Optimization
PageRank is:
The number of people who link to you and how important those
links are
You want to be relevant and reputableRelevant - what is said on
the page
Reputable - what other pages say about you
Source: Matt Cutts
Search Engine Optimization
To be reputable
Provide a useful service
Do original research or reporting
Give great information
Find a creative niche
Make lists
Create controversy
Get social
Source: Matt Cutts
Search Engine Optimization
Blog
Search Engine Optimization
Blog
Search Engine Optimization
Blog
Search Engine Optimization
Blog
Paid Search
Paid Search
Google
Yahoo!
Bing
Image: The Rimm-Kaufman Group
Paid Search
CPM
CPC
CPA
Paid Search
Image: Timberline Interactive
Paid Search
Image: Timberline Interactive
Paid Search
Image: Timberline Interactive
Focus SEO Here
Paid Search
Image: Timberline Interactive
Focus PPC Here
Paid Search
Image: Google
Paid Search
Types of keyword matches
Image: Google
Paid Search
Negative keywords
Paid Search
Display Network
The Google AdWords Display Network reaches 70%+ of worldwide
Internet users
Text & Image Ads
Paid Search
Display Network
Image: Google
Paid Search
Paid Search
Paid Search
Paid Search
Paid Search Impact on Organic Search
Lift in Searchers
Example SearchesSeventh Generation Searchers on brand term
increased by 155% as a result of ads 10,400 people searched as a
result of the ad
Image: Google
Paid Search Impact on Branding
Paid Search Impact on Retail Sales
Lundgren said that every dollar spent online at Macys.com
influences $5.77 spent in stores within 10 days after an online
purchase.1Paid Search Impact on Retail Sales
Search Marketing
Chris MiddingsFounder & President, NPG@NPGVT@cmiddings
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