SSEARCHEARCH MMARKETINGARKETING 101101SSEARCHEARCH MMARKETINGARKETING 101101

People Search People Search –– A LotA Lot

Why is SearchWhy is SearchWhy is Search Why is Search Significant? Significant? It’s How PeopleIt’s How PeopleIt s How People It s How People Research Products Research Products & Brands& Brands& Brands& Brands

So It’s One ofSo It’s One of…So It s One of …So It s One of the Best the Best Methods ofMethods ofMethods of Methods of Customer Customer AcquisitionAcquisitionAcquisitionAcquisition

Best marketers are usingBest marketers are using search to “close the loop” started via other media

How Search Engines WorkHow Search Engines WorkSearch engines run automated programs (aka “bots”, “spiders”) that crawl through billions of web pages following linksbillions of web pages, following links between those pages

As pages are crawled, data is collected about what content each containsabout what content each contains

Bots return to search engine and addmassive amounts of data to the index

Search engines analyze on‐page data (to associate keywords) and quality of “back links” pointing to each page (to gauge page popularity and authority)popularity and authority)

Searchers use keywords to look for information – search engines match up the keywords with indexed data and deliver thekeywords with indexed data and deliver the most relevant results

Sponsored Listings

Natural/Organic Listings

Two Major Types of Search Engine Marketing Two Major Types of Search Engine Marketing (SEM)(SEM)(SEM) (SEM)

Description It’s Great Because…

…But It Has Its ChallengesBecause… Challenges

Search Engine Optimization

Design, build and code a website so search engines easily find content

Site referrals (clicks) from natural search results are free of charge

Competitive, hard to predict

Requires understandingOptimization (SEO) Generate popularity of the site by

increasing quality inbound links

Listing displayed in the natural search results area

free of charge

Good long-term strategy – effectsoften last for years

of special techniques

Can require significant Web site coding, copywriting and design commitment

Paid Search (Pay-per-Cli k

Bid on placement in sponsored areas of search engine listings

Select keyword phrases and set

Allows for best control of listing placement & copy

Some keywords can be competitive; bidding wars can result in high

Click Search)

Select keyword phrases and set maximum bid amounts

Listing displayed in the sponsored results area

p py

Control what you pay (and budget)

Requires little Web site modification

gcosts

Expertise and bid management tools are criticalsite modification

Both Paid Search and SEO MatterBoth Paid Search and SEO Matter

KKEYEY SSEARCHEARCH TTRENDSRENDSKKEYEY SSEARCHEARCH TTRENDSRENDS

Key Trend: Searchers Get ImpatientKey Trend: Searchers Get Impatient

Key Trend: More Complex Keyword CombinationsKey Trend: More Complex Keyword Combinations

Key Trend: Several Popular Search EnginesKey Trend: Several Popular Search Engines

Key Trend: Search Marketing Growth Key Trend: Search Marketing Growth Contin esContin esContinuesContinues

Key Trend: Search Marketing Makes Key Trend: Search Marketing Makes Up Nearly ½ of Online Ad SpendingUp Nearly ½ of Online Ad Spending

Key Trend: Mobile Search Volume Key Trend: Mobile Search Volume Will Overtake Desktop SearchWill Overtake Desktop Search

Key Trend: Mobile Search Spending Key Trend: Mobile Search Spending Becoming BIG!Becoming BIG!

Key Trend: Key Trend: Search & Search & SocialSocialSocial Social

Key Trend: Search & Social Key Trend: Search & Social (But Many Think Personalized Search is (But Many Think Personalized Search is KindaKinda Creepy)Creepy)

PPAIDAID SSEARCHEARCH/PPC/PPC//

Sponsored Listings = Commercial IntentSponsored Listings = Commercial IntentSponsored Listings Commercial IntentSponsored Listings Commercial Intent

Major Search NetworksMajor Search NetworksMajor Search NetworksMajor Search Networks

Nearly 100% of searches covered!y

Paid Search Marketplaces are SimilarPaid Search Marketplaces are SimilarPaid Search Marketplaces are SimilarPaid Search Marketplaces are Similar

Advertisers “bid” a maximum cost‐per‐click for each keyword to show up in sponsored search results

Search engines consider each advertiser’s bid for each keyword plus the likelihood of searchers to click each ad to determine where to rank them

Other factors considered incl ding landing page “q alit ”◦ Other factors considered, including landing page “quality”

Ads are mostly text characters and are displayed above and alongside natural resultsalongside natural results

Additional links available for most popular ads

Ad ti d id hi h hi l ti th i dAdvertisers can decide which geographic locations their ads are served

Google Ad Ranking FormulaGoogle Ad Ranking FormulaGoogle Ad Ranking FormulaGoogle Ad Ranking Formula

SSEARCHEARCH MMARKETINGARKETINGSSEARCHEARCH MMARKETINGARKETINGOOPPORTUNITIESPPORTUNITIES

Mobile Search Mobile Search MarketingMarketing

Match Strategies to ObjectivesMatch Strategies to ObjectivesMatch Strategies to ObjectivesMatch Strategies to Objectives

Create awareness that a camera manufacturer has a new compact digital SLR

C i h f tiConvince shoppers of a competing camera company that ours is better

Drive sales of 1000 units on the manufacturer’s website

#1: Create Awareness#1: Create AwarenessTarget category searches, get product info views◦ “compact dslr”, “best compact camera”

#2: Conquest competitors#2: Conquest competitorsTarget competitor searches, say why ours is #1◦ “(competitor) cameras”, “(model name) review”(competitor) cameras , (model name) review

#3: Generate Sales of 1000 Units#3: Generate Sales of 1000 UnitsTarget brand, competitor & category searches◦ Focus on keyword which drive best CPAy

Determine Targeting Via Keyword ToolsDetermine Targeting Via Keyword Tools

Develop Search Listing CreativeDevelop Search Listing CreativeDevelop Search Listing CreativeDevelop Search Listing CreativeWrite page titles & descriptions to search engine specs

◦ Focus on selling the unique benefits of your brand/site; not just the product/service that people are searching for

Leverage your site’s unique value proposition; “Official Site”, “$10 off this weekend”, etc. http://www.clickz.com/3632847/

Consider your competition and what their listings communicate:Consider your competition and what their listings communicate: why should people choose your listing over the other options?

◦ Tailor creative by keyword or keyword group

Include keyword in title and description when possible

◦ Use Google, Yahoo & Bing’s unique ad extensions

Geo‐location, site links, click to call, product images, etc.

Optimize Bids, Keywords, Ad CopyOptimize Bids, Keywords, Ad Copyp y pyp y py

Evaluate effectiveness by KPI (key performance i di ) P d id i ? S l ?indicator) – Product video views? Sales? Keywords with good $/KPI are most important◦ Bid for high ad position◦ Discover similar keywords

Test multiple ad variations for each group of keywordsy◦ Different product benefits or offers◦ Ad extensions

Keyword ExpansionKeyword ExpansionKeyword ExpansionKeyword Expansion

Chasing the “long tail” of keywords is important g g y p– lower volume keywords may be most valuable!

QQUESTIONSUESTIONS??QQUESTIONSUESTIONS??

AAPPENDIXPPENDIX: SEO: SEOAAPPENDIXPPENDIX: SEO : SEO ((SEARCHSEARCH ENGINEENGINE OPTIMIZATIONOPTIMIZATION))

What Users See vs. Search Engine BotsWhat Users See vs. Search Engine BotsWhat a site visitor sees at a typical Flash‐heavy site:◦ Visitors can click theVisitors can click the

“Experience”, “Details” or “Build” links and get a lot of content about the Ford Flex

What a bot sees:◦ Just image names (.jpg) for

items in the Ford Vehicles Web site footer and links toWeb site footer and links to those pages

◦ No links into the actual Ford Flex content

OnOn‐‐Page SEO: Keywords in ContentPage SEO: Keywords in ContentOnOn Page SEO: Keywords in ContentPage SEO: Keywords in ContentUnderstand which keyword searches are most i t t t b iimportant to your business

Leverage Web tracking/analytics software, learningsfrom paid search campaigns, competitor informationinformation

Use various tools to learn which keywords are closely related to your top keywords

Google or Yahoo Keyword Tool, Keyword DiscoveryBuild a target keyword list and segment into categoriesg

Determine which pages apply to each group of keywords

Each page should be optimized to no more than 3‐4Each page should be optimized to no more than 3 4 related keyword phrases

OnOn‐‐Page SEO: Code OptimizationPage SEO: Code OptimizationEliminate Flash Web site intros that redirect into site◦ Or only serve these to visitors identified as having Flash capabilitiesFlash Web content should sit on distinct HTML pagesFlash Web content should sit on distinct HTML pages◦ Make your Flash content visible to search engines as HTMLRestrict the use of frames ◦ Should only be used for content that doesn’t need to be seen by search enginesShould only be used for content that doesn t need to be seen by search enginesLimit heavy reliance on Javascript for key site content (especially links) ◦ And have your coder move heavy Javascript code to bottom of each page, if

possiblepossibleAvoid pages with duplicate content; search engines often use the wrong signals to determine which is the best page◦ Can result in significant dilution of inbound link value◦ Use permanent redirects to point content across multiple domains to a single

location (e.g. www.Website.com and Website.com)

OffOff‐‐Page SEO: LinkPage SEO: Link‐‐BuildingBuildingPopularity and trustworthiness of Web pages that link toPopularity and trustworthiness of Web pages that link to your Web site has a major impact on your Web pages’ability to rank for related searches◦ PageRank is Google’s scoring of your site’s general value/popularity◦ TrustRank is Google’s secret rating of a site’s trustworthiness in linkingSubmit site to the major directories: Yahoo, Best of the Web, Business.com & DMOZ◦ Aside from these avoid paying for links; may get your site◦ Aside from these, avoid paying for links; may get your site

penalized by GoogleRequest links from sites within your industry◦ Business partners and sister companiesBusiness partners and sister companies ◦ Association and industry Web sites◦ Research who links to your competitor sites and request the same (Yahoo

Site Explorer ‐ siteexplorer.search.yahoo.com)Social media optimization (e g links from blogs Twitter)Social media optimization (e.g., links from blogs, Twitter)Publish keyword‐rich press releases linking to your site◦ Submit your press releases to services such as PR LeapLinks within your own site are critical (e.g. cross‐linking)Links within your own site are critical (e.g. cross linking)◦ Leverage keyword‐focused linking text where possible

OffOff‐‐Page SEO: Folders and Links Page SEO: Folders and Links A straightforward URL structure helps searchers know your content is relevant to their search◦ Good URL: www.WebSite.com/Product/Good URL: www.WebSite.com/Product/◦ Bad URL:

www.WebSite.com/Folder1/Folder2/Content=ProductCode&Color=1&Size=ACode&Color=1&Size=A◦ Leverage keywords in URLs where

possible/appropriateC i f d i d i i iConsistent user‐focused site structure and navigation is also valued by search engines◦ Global navigation menu leveraging keyword‐rich text

links

◦ Bread crumb navigationBread crumb navigation e.g., “Category > Product > Color”

◦ Site map with keyword‐rich text links to key pages

OffOff‐‐Page SEO: S.E.R.P. CreativePage SEO: S.E.R.P. CreativeOffOff Page SEO: S.E.R.P. Creative Page SEO: S.E.R.P. Creative Create unique page titles and meta descriptions for each page

W b ion your Web sites◦ For less‐important pages, use page copy to automate process

Recognize character limits◦ Titles: 65 character max ◦ Descriptions: ~150 characters will be displayed (200‐250 indexed)

Leverage keywords relevant to each Web pageLeverage keywords relevant to each Web page◦ But don’t stuff them into titles and descriptions unnaturally

Write titles and descriptions to convince users to choose your listingslistings◦ Leverage your site’s key benefits; “Official Site”, “outstanding selection”, etc.◦ Consider your competition and what their listings communicate◦ Why should people choose your listing over the other options?◦ Why should people choose your listing over the other options?