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“Search Engine Marketing Strategies”

“Search Engine Marketing Strategies”. Spring 2012. Background. *Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience.

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“Search Engine Marketing Strategies”

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  1. “Search Engine Marketing Strategies” Spring 2012

  2. Background. *Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience. *Certified Google Adwords Professional (>1000), SEO, Social Media. 2000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online. *AgentD.com President.

  3. Strategy #1: “Keyword Science.” *The #1 Most Important Element Of Driving Traffic Online Is Keyword Research. What Exact Phrases Are People Searching For? *99% Of Companies Do It WRONG! *There Are Dozens Of Free & Paid Tools You Can Use To Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online. *Keyword Research Is A MASSIVE Topic:

  4. Strategy #1: "Keyword Science." *3 Levels Of Keywords:

  5. Strategy #1: "Keyword Science." Geographic Segmentation:

  6. Strategy #1: "Keyword Science." *The Rule Generally*: The More Specific The Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale). *Even Google Advises Targeting 2-3 Keyword Phrases For Maximum ROI In Adwords. *E.G.“Loan” Could Have A 10,000 Different Meanings & 1,000 Different Audiences Looking For Loan Related Terms! We Want BUYERS. (Cont.)

  7. Strategy #1: "Keyword Science." *A Mortgage Company:

  8. Strategy #1: "Keyword Science." *Google: https://adwords.google.com/select/KeywordToolExternal

  9. Strategy #1: "Keyword Science." *Strategy: Generate A List Of Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics…. *Because Even After Generating The List Of Seemingly Highly Qualified Keywords, You’ll Still Find That Some Words FAR Outperform Others For Reasons Beyond Our Collective Comprehension. - We Just Want The Revenue.

  10. Strategy #2: “Google Adwords."

  11. Strategy #2: "Google Adwords." Adwords=P.P.C.=Pay Per Click. You Pay For Every Visitor You Get. 3 Big Players… • Google. • Yahoo! • BING (MSN). (2&3 Now Merged). -Google Has 65%+ of Market + An Extensive Content Network Too. Higher % In Technical Markets Probably!

  12. Strategy #2: "Google Adwords." *Pay Per Click EXTREMELY LUCRATIVE A)in The Right Markets B)with The Right Keywords. Money Losing IN Others! *Scalable Too (If Not Geographically Constrained). *2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…

  13. Strategy #2: "Google Adwords." 1)High Ticket Items. Physical Brick & Mortar Companies Sometimes A GREAT Fit For PPC. (Pay Per Click Somewhat Limited In How High People Will Bid For A Click: Probably Psychological.) 2)Avoid Effectively “Upside Down” Markets. (Forex, Many Local Markets: E.G. Cosmetic Dentists, Satellite TV).

  14. Strategy #2: "Google Adwords." *Pay Per Click Takes Time To Figure Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market. *Google Has Extensive Training Material Online About How To Master The Google Adwords System: https://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go

  15. Strategy #2: "Google Adwords." *There Are Other Sometimes Ways To Get Around High PPC Costs. Video Ads:

  16. Strategy #2: "Google Adwords." PPC Math: Comes Down To How Much You Make Per Customer Vs. How Much You Pay To Get Him To Buy. *Extremely Important To Track PPC: Adwords/Analytics Integration & Watch Conversions/Keyword!

  17. Strategy #2: "Google Adwords." *Sometimes OK to lose Money On PPC if Your Backend Is Strong Enough. Many Markets Like That Online. *Keyword Research Is Critical For PPC, Maybe Even More So Than Free SEO Traffic (Next Section). *Many Factors Influence PPC. Two Biggest Ones (Besides Keyword Prices): • Geography • Time!

  18. Strategy #2: "Google Adwords." *But That’s Great News Because PPC Is So Flexible That You Can Effectively “Edit” Out Non Performing Keywords, Times & Geographies. And TARGET DIRECTLY!

  19. Strategy #2: "Google Adwords." *Google’s Content Network Sometimes Produces Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem). Search Network VS: Content

  20. Strategy #3: "Power SEO." *SEO=Search Engine Optimization. *History: First Rankings Were Easy To Get & They Still Are in Some Markets: You Just Have To Play A Lot Smarter. *A Lot of SEO “Spam” Has Disappeared & Page Generating Spam Not A Viable Anymore (GOOGLE): A Lot Of Opportunity Still Exists For FREE SEO TRAFFIC…BUYER TRAFFIC!

  21. Strategy #3: "Power SEO." *MANY Different SEO Strategies. The Chances Of SEO Working For You Really Depends On The RELATIVE SOPHISTICATION OF YOUR MARKET! *Online, Certain Segments Of ALL Markets Constantly Change= Opportunity. *SEO Takes Time. But Much Faster Now To Get “Indexed” Than Just A Few Years Ago!

  22. Strategy #3: "Power SEO." *Key To SEO in 2012 Is To Work On Improving Your Content & Going AROUND THE COMPETITION! You Only Have 24 Hrs./day. *It’s Much Easier To Let Other People Build Your Links & Rankings For You: That’s Why You Need To Focus On Providing Good Stuff. -How Do You Do THAT?

  23. Strategy #3: "Power SEO." *By Mixing In “Buyer” Related Keywords With Your Content, In Your Meta Tags (Title), Etc.. This Has 2 HUGE BENEFITS: • Throws The Competition For A Loop: There Often Is No One Optimizing For These Terms! They Have NO IDEA! • The Traffic You’ll Get Is Much More BUYER Oriented=$$$$$$!

  24. Strategy #3: "Power SEO." 3 Main Ways Of Doing It: 1.High Traffic Sites: Tumblr, Wikipedia, etc. (Search Engines Seem To Trust These Sites) 2.Videos (Youtube owned By Google). 3.Images:

  25. Strategy #3: "Power SEO." *There Are Dozens Of Different SEO Tools & Services On The Market. • SEO Nuke: Automation. • SEO Elite: Great For Research & Link Building. • Many Different Link Building & Article Submission Services (Really For The SEO Benefit of Articles): http://www.instantarticlewizard.com/, http://www.jetsubmitter.com/, http://www.seolinkvine.com/

  26. Strategy #3: "Power SEO." Directory .EDU Comment Blog Comment .EDU The GOAL: DMOZ Blog Roll Article

  27. Strategy #3: "Power SEO." *FACT: Links Are One Of The Biggest Traffic Sources Online - (Even Without The SEO Benefit!). Maybe More Valuable Themselves vs. SEO? *More Links = More Traffic. (Controversy Over The Power Of Certain Links & Not Others)…Mass Links From Relevant Sites=VERY VALUABLE TRAFFIC. *A Single Link Can Send 7-10 HIGHLY TARGETED VISITORS to Your site EVERY DAY for ETERNITY.

  28. Strategy #3: "Power SEO." Powerful Ways To Get Inbound Links: *.EDU Links (University Links-Maybe More Trust b/c Of Age Of Sites) *Directory Links: Directory Submission ($29+). http://info.vilesilencer.com/top. *DMOZ.org: Extreme VIRAL link power! *Paid Directories- Yahoo! & Other Smaller Ones. Some People Reporting Great Results Here…Some Highly Targeted=$$!

  29. Strategy #3: "Power SEO." *One Way To GET Huge Amounts Of Links (And FREE CONTENT) Is To Start A Directory For Your Market! YourSite.com

  30. Strategy #3: "Power SEO." More Ways To Get A Ton Of Inbound Links: 1)Articles: The Key Is In Marketing Them YOURSELF. 2)Blog Comments: KeywordLuvPlugin, CommentLuv, DoFollow. Good For Getting Basic Links…But, Takes A LOT of Comments To Make A Difference. http://dofollow.info/ http://www.trafficgenerationcafe.com/commentluv-enabled/

  31. Strategy #3: "Power SEO."

  32. Strategy #4: "Partner Traffic." *Joint Ventures Are One Of The Best Ways To Increase Sales In Any Market! *JVs Have Been Around A Long Time Offline- Marketers Have Been Trading Customers For Decades!

  33. Strategy #4: "Partner Traffic." *The Entire Affiliate Marketing Industry Can Be Considered A HUGE Series of “Mini-JVs!” Now A 5Billion Dollar Industry With It’s Own Tradeshows (Affiliate Summit) & Networks (CJ.com) –HUGE MONEY. *The World Gets Blurry Between Affiliate Marketing & JVS - But JVs Often Mean A One Time Promotion. “Cross Promotion” If You Are Promoting Back & Forth.

  34. Strategy #4: "Partner Traffic." *2 Major Things Potential JV Partners Want To Know:

  35. Strategy #5: "Blogging." *Blogging Is Now A Dominant CommunicationMedium: Very Well Accepted.

  36. Strategy #5: "Blogging." *Use Youtube Videos To Drive Traffic Through Bloggers (Embedded Code): *Once A Hot Video Hits The Blogosphere, It Can RapidlySpread Because Of “Community Effects.” Bloggers Monitor each Other Hunting For The Latest Content...Smart Marketers Use This To Their Advantage!

  37. Strategy #5: "Blogging."

  38. Strategy #5: "Blogging." *Use Blogs To Drive Traffic By Spreading A Message(And LINKS!) Quickly Through PRs: Blog Blog Blog Blog Blog Blog

  39. Strategy #6: “Mass Integration." *Best Way To Use These Is In COMBINATION. Let Them Feed Each Other & Evolve. Target The Combination That Makes You The Most Money. It’s Just That Easy. *Use Social Media Tactics In Combination With SEO: Keyword Rich Content When Possible. *Integrate All Marketing Efforts (Social Media, SEO, PPC, Offline) Create A TON of Ways For People To Reach You=TRAFFIC!

  40. Strategy #6: “Mass Integration."

  41. * *

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