yarn market news - search marketing presentation
TRANSCRIPT
Optimize Your Website for Big Results
The 10 things you needto know about Search Marketing
Bio
• Currently: Slack Barshinger• Clients: Fellowes, Office Depot, eBay, Aon,
FedEx, Tellabs, Diebold, Google
• Other Interests: emerging technologies, meatloaf, biking, Detroit sports, sustainability
Agenda
• Search 101 – Consumers and Search• 5 organic search tips• 5 paid search tips• Questions / Comments
What tools do consumers use?
How America Searches: Online Retail
Search Market Share
Data compiled from comScore Report, Dec. 2008
Organic and Paid Defined
Paid Search
Organic Search
Organic Tips: Keyword Research
Google Keywords: http://www.google.com/keywords Google Trends: http://www.google.com/trends Wordtracker: http://freekeywords.wordtracker.com/ Facebook Lexicon: http://www.facebook.com/lexicon Twitter Search: http://search.twitter.com Plurk Search: http://www.plurk.com/search AdGooroo: http://www.adgooroo.com
Organic Tips: Unique Page Titles
• Page titles are one of the most important attributes of organic search.
Organic Tips: Good URL Choices
Which is better?• www.cindysstore.com• www.cindysyarnstore.com• www.chicagoyarnstore.com• www.cindyschicagoyarnstore.com• www.amazon.com
Organic Tips: Less Images, More Text
Organic Tips: Links, Links, Links
• Organic search is like an election– The most votes [links] wins
• Get links from:– Vendors, Partners, Business contacts, Friends– Social media
• Product review sites• Blogs • Online Communities
Paid Tips: Keyword Research
• Look for longer tail keywords• This indicates a person is closer to transaction• You can use the same tools as organic
Paid Tips: Targeting is Key
Paid Tips: Competitive Analysis
Paid Tips: Test, Test, Test
Paid Tips: Measurement in Mind