The World of Search Engine Marketing

Agenda  About LSM  Why companies invest in SEM  Google pay-per-click advertising  Organic search engine optimization  Careers in SEM

About Highlights  Digital marketing agency  HQ: Nashville, TN  Founded in 2006  18 staff members  53 clients (728 locations)  Client exclusivity  Assigned account managers  Staff is self-taught

Client Examples

What is Search Engine Marketing? A form of Internet marketing that involves the promotion of websites & web pages by increasing their visibility in search engine results pages (SERPs) through optimization (SEO) and advertising (Pay-Per-Click Advertising)

Why Do Businesses Invest in SEM?

Demand Driven “Pull” Marketing vs. “Push Marketing”

Earning Clicks Higher rankings = more visibility = more site traffic = more customer opportunities

Improve Branding Brand awareness Brand recall Brand credibility “Above the Fold” = the portion of the search results that’s visible without scrolling down the page.

Always Open 24/7 Business Promotion

Targeted, Cost-Effective Spend Ads are only shown…. 1. Within a specific geographical range 2. At certain times of the day, month or year 3. To specific people & groups of people 4. For a designated period of time (budget flexibility!)

SERPs Breakdown ‘Organic’ or ‘Natural’ Listings ‘Keyword’ or ‘Search Query’ Google AdWords: Google Search Network ‘Local’ Listings Local Indicator

Google PPC - Google Search Network Desktop Mobile

Google PPC - Google Search Network How to get your ad into the top 1-3 positions

Google Display Network

Google Shopper Network

Remarketing in Google Display Network

Developing a Google PPC Campaign Talk with prospective client about their business and their goals  What do they sell?  Where do they sell?  What is the makeup of a typical customer?  Who are their competitors?  What products or services provide the best ROI?  What words or phrases do they think their target audience uses to find a business like theirs?  Is their business seasonal?  What other channels of marketing are they investing in?  How much money are they looking to spend on search engine marketing?

Developing a Google PPC Campaign Research!  Keyword possibilities  Keyword search volumes  Competitor activities  Marketplace  Client’s website  Ad copy  Ad extensions

Google PPC Campaign Management Overview  Analyze results: what’s working and what’s not working  Relay results to client  Adjust campaigns  Monitor competitors  Regular communication

Organic SEO – Market Level Search Queries

Organic SEO – Local Level Search Queries DesktopMobile

Organic SEO Services Example Web Page Optimization Best Practices  Have a site containing several pages of quality, unique content  Ensure site is properly indexed and interpreted by search engines  Regularly add fresh, unique content onto the site  Blog posts that answer customer needs  Have a site that loads quickly

Organic SEO Services Local Directory Listings in More Depth  Build, claim and/or optimize listings on key local directories  Massage Envy Spa: Desert Ridge - Yelp Massage Envy Spa: Desert Ridge - Yelp

Organic SEO Services Getting fresh content to link to your site: Link Building  Local online directories  Industry-specific listings  Partner sites  Guest blog posts  Online press releases  Social sharing sites  Media outlets

Careers & Education in Search Engine Marketing

Careers in Search Engine Marketing Where can you work?  Digital marketing agencies  Traditional marketing agencies  Fortune 500 companies  Companies who use the Internet a lot to do business  Freelance work with several small companies

Careers in Search Engine Marketing What can someone with entry-level experience make?  Digital Media Specialist: $44k  Search Engine Marketing Analyst: $54k  PPC Manager: $44k  Digital Marketing Manager: $56k  SEM Manager: $53k

Who Teaches Search Engine Marketing? Example Colleges and Degrees:  Search Engine College (online)  Full Sail University (online) – BS in Internet Marketing  Southern New Hampshire University (online) – BS in Web / SM Marketing, MBA in Web Marketing  Franklin University (regional) – BS in Internet Marketing  Ashford University – eMarketing Degree  Utah State University – a few classes

Questions?

Thanks!  Matt Job  CMO - Local Search Masters  

Who Teaches Search Engine Marketing? Ideal Background for an Internet Marketer:  Google Certified  Google Analytics, Google AdWords, Google Video Advertising, Google Shopping  Excellent understanding of Microsoft Excel, PowerPoint, Word  Effectively analyze data  Moderate or above social skills  Excellent communication skills  Good (not scholarly) writer  Degree in computer science  Likes to be challenged  Loves marketing