Search Engine Marketing 101 June 20, 2006 Presented By:

Search Engine

Marketing 101June 20, 2006

Presented By:

© 2006 Out of Bounds, All Rights Reserved 2

Agenda for Today

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


Housekeeping

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


Components of SEM

• Search Engine Optimization (SEO)

• Paid Search Advertising (PPC)

• Data Feed Search Marketing

• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics


What is SEO?

Information Architecture

MarketingCommunications


SEO Factors

SEO

QueryDependent

Factors

QueryIndependentFactors (a)

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

(a) Moran/Hunt


SEO Planning Steps

Keyword Research

Audit CurrentSite

Assess Content

Design LinkingStrategy


SEO Execution Steps

Re-organize sitearchitecture

OptimizeLanding Pages

Linkingcampaign

Launch

Analytics


Link Building

ContentDistribution

Affiliates

BlogsPartners/Vendors

Online PR

Directory Listings

“Link Bait”

Your Site


SEO Summary

• Query Independent Factors (off page)

• Query Dependent factors (on page)

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


Components of SEM




• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics


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


PPC Optimization Levers

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


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


PPC Text Ads

• “SEO” your text ads• Unique Call to

Action• A/B Testing• Landing Page

testing• Competitive

Analysis


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


PPC Competition


Bid Landscape


PPC Summary

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


Components of SEM




• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics


Data Feeds – What?

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


Components of SEM




• SEM Research

SEMResearch

SEO

Data Feed

PPC

Analytics


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


Questions?

Jay Wilner816-756-5881

[email protected]

www.outofboundscommunications.com

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