Search marketing, specifically search engine optimization (SEO), is still critical for online presence and marketing. While the web has evolved beyond simple browsing to focus on accomplishing tasks, search remains how over 80% of internet users begin their research. To succeed at search marketing, businesses must focus on creating valuable content, building authority through links and social media engagement, optimizing their website for search engines, and having a presence that extends beyond their own website to the broader internet. The future of search will involve more integration with social media and a focus on mobile experiences.

1. SEARCH
MARKETING
STILL THE KILLER APP
OF ONLINE PRESENCE
Dayn Wilberding, Director of Digital Culture : Grady Britton
Ben Lloyd, President : Amplify Interactive
PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #3

2. Let’s review.
Online Presence / Social Media / Search Marketing

3. The Web is dead. Long live the Internet.
Less about browsing and more about getting.
BRAND

4. visitor content
browser
web

5. visitor content
browser
internet

6. Your Website
BRAND

7. Your Website Your Online Presence
Human view

8. Your Website Your Online Presence
Search Engine view

9. Identity has evolved.

10. What does that mean
for search marketing?

11. Search Marketing: (Still) the Killer App of
Marketing Your Business Online

12. Twitter: @AmplifySEM
PAID RESULTS VS ORGANIC (SEO)
“SEM” Refers to Both
PPC - 20% of Clicks
SEO
80% of Clicks

13. Twitter: @AmplifySEM
WHY IS SEARCH SO CRITICAL?
• Over 80% of all Internet traffic begins at
a search engine
• 63% of users research buying decisions
online
• 61% of users visit your brand Website
before buying (even if buying offline)
• Consumers turn to information sources
that aren’t your Web site
– Search is about “getting found”
– You’ve got to extend your brand

14. Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEM
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing (PPC)
Direct Mail
Public Relations
Online Advertising
Print Advertising
0% 25% 50% 75% 100%
27%
14%
28%
14%
6%
9%
11%
32%
39%
9%
34%
11%
11%
4%
27%
31%
24%
25%
30%
17%
18%
14%
17%
39%
28%
53%
63%
67%
Strongest Tactic Highly Variable Low Value Tactic Hard to Gauge
MarketingSherpa 2009-2010 Search Marketing Benchmark Report
In-House Marketers Compare ROI of Marketing Tactics

15. Traditional Keys to Search Marketing

16. Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same
language as your
target audience
Keywords are like
market research

17. Twitter: @AmplifySEM
SEARCH ENGINES CAN DO 2 THINGS
• Read Text and Follow Links
• Rankings are based on those 2
cues alone
• This is the past, present and
future of search

18. Twitter: @AmplifySEM
Influence Rankings
•Title Tag - unique to every page
•Body Copy - if you don’t say it, don’t
expect to rank for it
•Anchor Text
•Categorized Content & Cross Links
SEO PRIMER: OPTIMIZE YOUR SITE

19. Twitter: @AmplifySEM
#1 SEO Take Home Tip:
Turn Images and JavaScript off and
review your site…
This is how a search engine sees
your site
SEO PRIMER: WHAT SEARCH ENGINES SEE
Same Page with Images Turned Off
•Can Still Navigate
•Can Still Read Copy
•Image Links Replaced with Text Links
If You CAN’T Get Around Your Site This Way -
Neither Can a Search Engine Spider

20. Twitter: @AmplifySEM
SEO PRIMER: WEBMASTER TOOLS

21. Twitter: @AmplifySEM
On-Site Optimization is Absolutely Critical…
…But How Do You Win?

22. Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GO
Authority: Links = Authority = Rankings
24%
22%
20%
15%
7%
6% 5%
Trust/Authority of Host Domain
Link Popularity of Specific Page
Anchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
Social Graph Metrics
Registration and Hosting Data
The takeaway? On-site optimization is critical, but links and other off-site factors are a
tremendous part of the ranking algorithm
-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
Overall Ranking Algorithm

23. Twitter: @AmplifySEM
BUT SEARCH IS NOW BIGGER THAN YOUR SITE
The Content and the Experience Matter - Not the Container

24. Twitter: @AmplifySEM
FUTURE OF SEARCH
SEM & Other Disciplines Need to Work Together to Build Authority

25. Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITE
A Practical Example
LESSONS?:
•Build and curate your presence
•Own your reputation
•Everything that goes online can
be leveraged for search

26. Twitter: @AmplifySEM
BUT YOU ARE NOT IN CONTROL
3rd Party Site
BUT YOU ARE NOT IN CONTROL
3rd Party Site

27. Twitter: @AmplifySEM
WHAT’S IT ALL MEAN?
• Content is indeed still king
• But content takes many different forms
• Search engines are trying to present the most timely &
relevant content
• Marketers have got to become content generators
• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts

28. Twitter: @AmplifySEM
Build Authority: Social Supports SEO
Social Media Reaches the People With the Power to Link
Appealing to the types of users who
have the power to link will generate
more links, which raises a site’s
authority
What Types of Users Link?
• Website/Blog owners (ie – they have
the ability to link!)
• Participate in social media sites,
forums & groups
• Looking for great “stories” to share

29. Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?
Find relevance between your keywords and current trends & topics
Tap into topics of
discussion around a
keyword
Latch on to current topics - find a tie-in

30. Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010

31. Twitter: @AmplifySEM
TAKEAWAYS FOR SEO & SOCIAL
• Both SEO & Social thrive on content
– Create timely content to increase the
likelihood of sharing
• Organizations & marketers must adapt
– Marketing organizations must become
publishers
• Break down barriers to publishing
– Timeliness is key
– You need a blog
– Does IT or Legal = business prevention?
Fix it.
• Learn to listen, engage

32. So that’s what’s happening with search now
But what’s in store for the future?

33. Twitter: @AmplifySEM
Are Users Searching on Social Sites?
• Only for people
• “Lazy Web” or “Crowdsourcing” > Users ask
for ideas & recommendations
– Become part of the network
– Join the conversation
– Have a good reputation
• Users fan/follow brands
– Be findable
• Users give opinions on brands
– Monitor and engage
• Users attend offline events / meet ups to
connect over similar interests
– Connect & win fans offline (engage/
sponsor/support/organize)

34. Twitter: @AmplifySEM
Google’s Take - Social Circle
• Integrating content from your connections
• Impact: You’ve gotta be connected

35. Twitter: @AmplifySEM
BONUS “FUTURE OF SEARCH” TIP
MOBILE INCREASES IN IMPORTANCE
 Mobile Internet usage is exploding with the adoption of
smart phones
 Mobile searchers are task-oriented, close to converting
 You must consider the mobile experience for your
visitors
 Are content needs & conversion points different?
 What about an App?
 Many times mobile visits are a result of social apps -
sharing is likely to result in mobile visits
 Is your content mobile-friendly?
 PPC can be targeted at mobile
 SEO is about the same, but what do the results look
like?

36. Twitter: @AmplifySEM
SEM PUNCH LIST
• Know your keywords & put your finger on the pulse
• Optimize your site
• Build authority
– No social strategy? Get one.
– Make sure SEM, PR, Social & Creative are talking
– Content - remove barriers to nimble & frequent
publishing
• What’s your mobile strategy?

37. THANKS!
Get the paper:
www.amplify-interactive.com/pbj
Other links:
http://www.delicious.com/Amplify.Interactive/pbj
http://www.sempdx.org/

38. TOP 6 BIZDEV
SERIES TAKEAWAYS
Go forth, and multiply your presence.

39. 1TOP 6 BIZDEV
TAKEAWAYS
Think beyond the browser.

40. 2TOP 6 BIZDEV
TAKEAWAYS
Become a content generator.

41. 2bTOP 6 BIZDEV
TAKEAWAYS
Have a blog.
(Become a content generator.)

42. 2cTOP 6 BIZDEV
TAKEAWAYS
See also 2a.
(Become a content generator.)

43. 3TOP 6 BIZDEV
TAKEAWAYS
Consider the context.

44. 4TOP 6 BIZDEV
TAKEAWAYS
Know your audience.

45. 5TOP 6 BIZDEV
TAKEAWAYS
Build authority, everywhere.

46. 6TOP 6 BIZDEV
TAKEAWAYS
Make your online presence
a priority.

47. Thank you.
Amplify-Interactive.com
GradyBritton
delicious.com / daynw / pbj1
delicious.com / daynw / pbj2
delicious.com / Amplify.Interactive / pbj
daynw@gradybritton.com
AmplifySEM
ben@amplify-interactive.com
GradyBritton.com