Get an overview of the impact search marketing can have on your business, learn the difference between SEO, SEM, and PPC search marketing, and learn the ins and outs of how search engines work and why. Plus, learn the basics of effectively optimizing your website for search: how to identify strategic keywords, optimize your pages, register your site with search engines, and build link popularity. Finally, learn the basics of pay-per-click search marketing and why it matters to you and to your bottom line.

1. Overview of Search Marketing:
SEO & SEM
Sanger & Eby
New Horizons Computer Learning Centers
24 March 2011

2. About Sanger & Eby
• Strategic Design and Technology Firm Focused on Specialized
Business Communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development
– Custom business and web applications
– Mobile applications
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Copyright Sanger & Eby 2011 All Rights Reserved

3. Fast Facts About Sanger & Eby
• Founded in 1988 by Lisa Sanger & Donna Eby
• Certified Women’s Business Enterprise (WBE)
• Staff of 21 Employees
• All Strategy, Design, and Programming Done In-House
• 15 Years Experience Creating Websites
• 700+ Sites Designed and Developed
• 95% Client Retention Rate Year Over Year
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– RotoRooter
– Crayons to Computers
– Children’s Hospital
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Copyright Sanger & Eby 2011 All Rights Reserved

4. What is Search Marketing?
• Search marketing is leveraging search engines such as Google,
Bing, and Yahoo to market your company, brand, or product
via paid and editorial search engine results
• Ensuring your company is featured prominently in search
results when people enter keywords or phrases related to your
business.
• Two Primary Components
– Search Engine Optimization (SEO)
– Search Engine Marketing (SEM), a.k.a. Pay Per Click (PPC)
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5. Want to Catch a Fish?
Fish where the fish are.
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6. The Value of Search Marketing
• 50% of Consumers Start Purchase with Online Research
• 63% of B2B Buyers Start with Online Research
• 85% of B2B Buyers Do Online Research During Buying Cycle
• To Buy from You, They Have to Find You
• 1 Trillion Websites…and Counting
• 90% of Search Engine Users Don’t Look Past the Top 30 Results
• 75% Don’t Look Beyond the First Page
• Rankings 1-5 10 Times More Likely to Be Clicked on Than 6 & 7
Sources: PowerReviews Study 2010,
Nielsen/NetRatings, Enquiro Search Solutions, Google
The New Rule of SEO, 2010
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7. Benefits of Effective Search Marketing
• Increased Visibility
• Increased Awareness
• Perception of Leadership and Increased Credibility
• Powerful Branding
• Immediate Results (PPC)
• Long-Term Visibility (SEO)
• Increased Targeted Traffic
• Increased Conversion Rates for Call to Action
• Decreased Cost per Lead
• Decreased Cost per Sale
• Increased Sales
• Measurable
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8. Search Engine Optimization (SEO)
• The process of improving the visibility of a website or specific
page in search engines through natural or organic search
• Utilizes search engine algorithms to elevate a site to top
rankings in search results
• Considers how search engines work and what people search for
• Ongoing process (search engines continually refine algorithms)
• Key techniques include:
– Editing content and HTML within a site
– Increasing relevance for specific keywords and phrases
– Removing barriers to search engine indexing
– Building link popularity
• Related negative category: Black Hat SEO
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9. Search Engine Marketing (SEM)
• Search advertising model in which advertisers pay the search
engine when a featured ad is clicked.
• Advertisers bid on keywords and phrases relevant to their
business to achieve visibility within paid search results.
• Search engines display an ad when a user keyword query
matches the advertiser’s keyword list.
• Ads are called sponsored links or sponsored ads
• Appear separately from organic search results
• Also referred to as Pay Per Click (PPC)
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10. Leading Search Engines
• Google
• YouTube
• Bing
• Yahoo!
• Ask
• AOL
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11. How Search Engines Work
• Register Site with Search Engine
• Automated Site Crawlers (AKA “spiders” or “bots”)
• Index Content in Database
• Utilize Specialized Algorithms to Rank Sites
• Display Contents of Index Based on User Search Queries
• Constantly Adjusted Algorithms
– Better user experience
– More relevant search results
– Level playing field
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12. How to Get Started with Search Marketing
• Determine your objectives
• Develop a search strategy
• Identify strategic keywords (including long-tail keywords)
– Relevant to your business and products or services
– Include negative keywords
– Google AdWords or WordTracker
– Leverage for both PPC and SEO
– PPC results feed into SEO
• Develop Good Content Featuring Strategic Keywords
• Home Page Highest Priority
• Remember Your Home Page May Not Be the Entry Point
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13. Benefits of SEM
• Flexibility
• Immediate Results
• Control Over Location and Time Ads Appear
• Google Content Network Displays Ads Across Sites
• Test Keywords for SEO
• Merit-Based Rankings (Not Just Bids)
– Quality score and relevance
– Clickthrough rate and relevance
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14. Secrets of SEM
• Make Ad Copy Relevant to Search Terms
• Manage and Track Campaign
• Utilize Long-Tail Keywords
• Utilize Landing Pages
• Test Your Ads
• Adjust Budgets for Keywords
• Measure, Measure, Measure
• Optimize, Optimize, Optimize
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15. Case Study: Macy’s District Planner
Recruiting
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16. Macy’s District Planner Recruiting
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17. Macy’s District Planner Recruiting
• Strategic Landing Pages Provide Details on Position
• Clearly Featured Call to Action (Yes, I’m Interested!)
• Follow Up Page Includes Short Response Form
• Both Pages Include Tracking Code
• Enables Accurate Measurement of ROI
• Provides Tracking of:
– Impressions
– Clicks
– Applications Completed
• Macy’s Can Quantify Cost for Each Action
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18. Macy’s District Planner SEM Results
• 1MM+ Impressions per Month
• 2,500+ Clicks
• 9% Conversion Rate
• 50%+ Identified as Appropriate Candidates & Enter Interview
Process
• Expanding Campaigns to Other Positions
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19. Search Engine Optimization Tactics: Internal
• Long-Tail Keywords
• Page Titles
• Headlines and Subheads
• Body Text
• Alternate Text for Images and Interactive Pieces (Flash, etc.)
• Accessibility
• Meta Tags
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20. Search Engine Optimization Tactics:
External
• Register with Search Engines
• Build Link Popularity
• Utilize Social Media
• Start (and Maintain) a Blog
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21. Case Study: Macy’s Diversity Leadership
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22. Case Study: Macy’s Diversity Leadership
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23. Case Study: Macy’s Diversity Leadership
• Content-Rich Pages
• Limited Use of Flash
• Strategic Page Titles, Headlines, and Meta Tags
• Alternate Text for Images
• Text-Based Navigation
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24. Macy’s Diversity Leadership Results
• #1 Spot in Google for Key Search Terms
• Traffic Increased 41%
• 82% of Visits are New
• All Major Site Sections Receive Nearly Equal Traffic
• Dramatically Increased Awareness
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25. Social Media and Search
• Search engines are indexing social media content
– Facebook
– Twitter
– LinkedIn (particularly Groups and Answers)
• YouTube is the second largest search engine
• Increases visibility and inbound links
• Generates multiple and unique listings
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26. Blogging
• Share Your Expertise and Promote Your Business
• Additional Opportunities to Utilize Keywords
• More Pages of Content to Index
• Frequently Updated Sites Rank Higher
• Expand Your Focus (Comments on Other Blogs)
• Participate in the Conversation
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27. The Perils of Black Hat SEO
• Defined as using unethical techniques to improve search engine
rankings
• Presents content differently to search engine spiders than to
search engine users
• Creates a poor user experience
• Violates search engine rules and policies
• Sites are penalized or even delisted when caught
• Short-sighted solution to a long-term problem
• JC Penney Case Study
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28. Black Hat Tactics to Avoid
• Keyword Stuffing: long lists of keywords without other content
• Hidden Text: e.g, white text on a white background
• Doorway Pages: pages users don’t see, created just for search
engines
• Link Farms: long lists of unrelated links that artificially boost
link popularity
• Link Spamming: Posting your URL on unrelated or irrelevant
sites
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29. Questions?

30. Want a Copy?
Contact me!
kjenkins@sangereby.com
513.784.9046
Twitter: sangereby
Facebook: Sanger & Eby
LinkedIn: Kat Jenkins
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