Date post: | 08-May-2015 |
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved.
SEARCH ENGINE MARKETING&
ENTERPRISE VIDEO
UNDERSTANDING THE KEY ELEMENTS OF ONLINE
MARKETING THAT GET YOUR COMPANY FOUND ON THE WEB
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Today, more than 50% of People are Searching for Businesses Online!
Fast Fact…
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Presentation Objectives
Focus on dynamic marketing elements:
o Search Engine Optimization Definition of SEO Benefits (& Limitations) of SEO Who Benefits from SEO?
o Search Engine Marketing What is Pay-Per-Click? The Reach of PPC SEO & PPC – Balanced Approach
You will gain a better understanding of the key differences between SEO and PPC and be able to determine the value of each in relation to your business’ marketing goals.
Keys
Take Notes
Research
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
About Jim Gibson
o Veteran Entrepreneuro Digital Marketing Professionalo Certified SEM, SEO, Social Media
Areas of Expertise:
o Search Engine Marketing (SEM)o Search Engine Optimization (SEO)o Social Media Optimization (SMO)o Cause Marketingo Online Community Developmento Company/User Reputation Managemento User Generated Content (UGC) Management
Certified Search EngineMarketing Professional
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Online Marketing 101
SEO (Search Engine Optimization): strategies and tactics undertaken to influence the organic rankings of web pages in the search engines.
PPC (Pay Per Click): Search Engine Marketing technique used to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Golden Pyramid
SEO
PPC
WPM
There is no mystery when it comes to marketing your business online. And, there’s no such thing as overnight success!
Content
Architecture
Links
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
SEO is DEAD!
Hard to Believe, but…
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Trouble in River City
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
New Sherriff in Town
Links have become “Likes”
Meta Tags have become “Hash-tags”
Relevance = “Reviews”
Mister, I hear ya ain’t as fast
as ya use ta be!
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
More Content, More Places=More Customers!
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Future of SEO
SEO Today
Unpredictable
Contrived
Manipulated
Ultimate Authority
Likes
Reviews
Mentions
Subjective
Keywords
Links
Content
SEO Future
Managed
Relevant
Authentic
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Future of SEO is Here
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Pros & Cons of SEO
Pros Cons
No Direct Click Charges Limited Search Coverage
Considered Free Exposure
Time Consuming
Ultimate Relevance No Guarantee Where you Show up
Rewards Good Business Practice
Complex, Hard to Control/Predict
Promotes Transparency Resource Consuming
Who Should Use SEO?
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
The Buying Funnel
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
PPC Casts a Wider Net
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Why PPC?
Advantages of PPC
Instant/Broadest Visibility
Performance Based Cost
Precise Keyword Targeting
Real-Time Tracking & Adjustment
Landing Page Control
Geographic Targeting (Uber Local)
Set Your Own Budget
Control When Ads are Seen
Levels the Playing Field
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™Online Media Today & ™ Silver Dove Productions are protected Trademarks. 2010 - All rights reserved. 10/09/10
Summary – Balanced Approach
SEO/WPM PPC