introduction to search engine marketing
DESCRIPTION
a brief introduction to search engine marketingTRANSCRIPT
The web today……
• 10 Billion+ web pages
• Now everyone has web pages
• You have to market them
Search Engine Marketing (SEM)
Organic/ sponsored
Note: 85% only use top5/7 results
How will they find you ?
Searching – using key words/phrases
VERY different from broadcast and print – it is not an `interrupt` medium
Page Rank (PR)• What is it ?
– Google `invention`/votes = backlinks– authority sites e.g. bbc/xyz.gov– relevance ie to your page(s)
• Why PR ?– Users can find relevant content– `Content is king`
High PR=backlinks from high ranking, authority sites.
Search Engine Marketing
Sponsored/PPC,CPC
• Faster Response (days)
• Changeable• £££ !• Short term• Tactical
Organic/Natural
• Slower (3/6 months)• More credible (Editorial)• Better Quality response• Longer lasting• Strategic
BUT….SEM is not an exact science – the rules are not published and they change.
Landing Page
Keywords:Ribbon walkCancer walkpink ribboncharity walks
Top 9 words produced 77% clicks
Ad 1
Ad 2
Google AdWords…• shown when your keywords are entered• Key success factors:
– Relevance (keyword, page content)– Click Thru Rate (CTR)– Cost Per Click (CPC)
• Landing Page:– Title/Headings h1,h2/Alt Tags– Keyword(s) to appear multiple times in text– Clear ACTION for page visitors
Good; backlink via image to the event page (not bcc home page !)
Better: backlink via anchor text –your top keyword
Best: backlinks via multiple keywords as anchor text
Search Engine Optimisation (SEO) • Content attractive & relevant/ lots of
keywords - naturally…• Sponsors/Partners: get backlinks• Regular page updates/Press
Releases/Blogging• Linkbait e.g. risk calculator, articles, info• Links from Highly Ranked, Authority
Sites
Organic – building for the long term
To do…….
Segment your market:•
Behaviour/attitude/age/??
• Chose key phrases
• 3, 4 per segment
`Connection` map:• sector/.gov sites
• associate/partner sites
• media-local/national
Google analytics
1. Visitors – visit `quality`
2. Where are they coming from ?
3. What are they looking at/doing ?
GA data for `Ribbon Walk` pages only ie `profile`
Effect of other marketing activity
Bounce Rate: why are so many leaving so quickly ?
Where is the `best` traffic coming from ?
What now……1
• Segment/ Create `connection` map
• Google Analytics – `actionable insight`
• Plan for success:– Organisation success measures ?– Can you deliver ?– Allow enough time
SEM Review
• First 5 to register will get a free 2/3 hour on-site review of their SEM plans/performanc
Email: [email protected]
What now……2
Roundtable• Peer group review of SEM
plans• Teach/Learn/Support• Monthly 1 hr meeting
Email: [email protected]
What now……3
Thanks:To Bertie and the New Media team at Breast Cancer Care, London.
Comments,suggestions welcome……..