search engine marketing 101 june 20, 2006 presented by:

Search Engine

Marketing 101June 20, 2006

Presented By:

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Agenda for Today

• Housekeeping• Main Components of SEM• SEO Basics• Paid Search Basics• Data Feeds • SEM Research/Analysis

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Housekeeping

• Hold your questions until end• Phones are muted• Q/A window• Exec. Briefing doc download• Technical Support

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Components of SEM

• Search Engine Optimization (SEO)

• Paid Search Advertising (PPC)

• Data Feed Search Marketing

• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics

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What is SEO?

Information Architecture

MarketingCommunications

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SEO Factors

SEO

QueryDependent

Factors

QueryIndependentFactors (a)

Text on page Meta content Page Title Inbound Links Page AuthoritySite HierarchyArchitecture

(a) Moran/Hunt

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SEO Planning Steps

Keyword Research

Audit CurrentSite

Assess Content

Design LinkingStrategy

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SEO Execution Steps

Re-organize sitearchitecture

OptimizeLanding Pages

Linkingcampaign

Launch

Analytics

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Link Building

ContentDistribution

Affiliates

BlogsPartners/Vendors

Online PR

Directory Listings

“Link Bait”

Your Site

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SEO Summary

• Query Independent Factors (off page)

• Query Dependent factors (on page)

• Advanced linking tactics• It’s a long term investment

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Components of SEM

• Search Engine Optimization (SEO)

• Paid Search Advertising (PPC)

• Data Feed Search Marketing

• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics

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Changing PPC Landscape

• Changing PPC Landscape

• Data management challenge

• 2nd tier PPC engines• Challenges of

varied targeting approaches– MSN demos, lifestyle– Geotargeting– Local targeting– Day/time parting

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PPC Optimization Levers

• Short vs. Long Term• Campaign structure• Text ads• Landing Pages• Keyword research• matching options• Bidding

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Google Campaign Structure

Campaign #1

Ad Group #1 Ad Group #2 Ad Group #2

Ad #1 Ad #2Ad #1 Ad #2 Ad #1

BudgetingGeo-Targeting

Time/Day Parting

KeywordRelevance

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PPC Text Ads

• “SEO” your text ads• Unique Call to

Action• A/B Testing• Landing Page

testing• Competitive

Analysis

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Bidding/Budgeting and Keyword Matching

Bidding tactics– Jamming– Gap Surfing– Max Bid– Time based rules– Automated tools

Matching Options• Google:

– Broad– Phrase– Exact– Negative

• Yahoo:– Standard– Advanced

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PPC Competition

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Bid Landscape

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PPC Summary

• Changing PPC landscape• Optimization levers• Campaign Structure• Text Ads• Bidding• Keyword matching

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Components of SEM

• Search Engine Optimization (SEO)

• Paid Search Advertising (PPC)

• Data Feed Search Marketing

• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics

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Data Feeds – What?

• Yahoo Search Submit• Google Site Maps• Shopping.com• Froogle.com• Yahoo shopping• Amazon.com• Affiliate sites

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Components of SEM

• Search Engine Optimization (SEO)

• Paid Search Advertising (PPC)

• Data Feed Search Marketing

• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics

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SEM Research Tools• Keyword Research:

– wordtracker– Keyword discovery– www.kwmap.net– Google sets– Thesaurus.com– A spreadsheet with

‘concatentate’

• Link research:– Link Harvester tool– Optilink– Custom API tools

• Spidering tools– Xenu– Poodle

• Competitive Research:– GoLexa– URL trends– AdGooRoo– Custom API tools

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Questions?

Jay Wilner816-756-5881

jayw@outofboundscommunications.com

www.outofboundscommunications.com