1. 1 Digital Sales Services Making Sense of SEO, SEM and Google Analytics Angela Gustafson, Internet Broadcasting June 2011

2. 22 Introduction This session will teach you all about Search Engine Optimization & Marketing. IB is currently reviewing sales products that we can offer that will allow you to help your advertisers with their SEO and SEM strategies. In the meantime, we would like to position you as an expert in the digital space and believe that this information will help you act as a digital consultant for your advertiser.

3. 3 Today’s Agenda Definitions How does it work? How can you help? How do we know it’s working?

4. 4 Definitions SEO (Search Engine Optimization) Altering your site to try and improve where it displays/returns in the major Search Engines. SEM (Search Engine Marketing) Paid cost per click campaigns that advertisers utilize to ensure that they display when a user searches for a specific term.

5. 5 Today’s Presentation Presenting to Memorial Clinical Associates Dermatology. They are a current display advertiser on the site. They are interested in finding out more about SEO and SEM.

6. 6 Presales Call Prep Google their site Google their competitors Note how you found their site and where they display

7. 7 Questions you may hear during the call How do I get my site to show up first when a user searches for a Dermatologist in Houston in Google?

8. 8 SEO Definition and Terms Search Engine Optimization (SEO) The practice of increasing a website’s visibility in the popular search engines (Google, Yahoo!, and Microsoft Bing) via “organic” or un-paid search results Organic - Search results that are not paid advertisements. Visibility – Sites strive to show up at the top of the search results

9. 9 SEO Considers How search engines work What people search for Search terms typed into search engines Search engines the advertiser is looking to target

10. 10 SEO Considers: How search engines work Crawl http://searchenginewatch.com/article/2064349/Crawl-Index-Rank-Repeat-A-Tactical-SEO-Framework Rank Determining who displays first Index Filing items in the index Flipping through the pages

11. 11 SEO Considers: How search engines work - Crawl Click Here to See What This Looks Like

12. 12 SEO Considers: How search engines work - Index

13. 13 SEO Considers: How search engines work - Rank Content relevancy Page title and url Meta Keywords and Description Code within the site that tells the search engine what the webpage is about. Images Using alt-text on images tells the search engine what the image is One of our talented doctors carefully applies microdermabrasion treatment to a patient.

14. 14 SEO Considers: How search engines work - Rank Indexed pages Number of pages on the site The ‘meatier’ the site the more relevant External linking 3 rd Party links to a site = more relevance If a website exists and no one recognizes, it is not valid in a Search Engine's eyes

15. 15 SEO Considers: How search engines work - Rank External linking Google has a featured called PageRank A numeric value that = how important a page is When a page links to another page = casting a vote for the page. More votes for a page = more important the page. PageRank of the page casting the vote = how important the vote itself is.

16. 16 How search engines work – Rank How can you help? Website Grader Looks at all of these factors Provides an idea of how Search Engines will rank the site

17. 17 How search engines work – Rank How can you help? Check your advertiser’s “Website Grade” Offer suggestions such as: Add social media Add a blog Increase the number of links coming into their site

18. 18 How search engines work – Rank How can you help? “Can I buy a link on your site that will link to my site?” Paid link = non organic Both you and your advertisers' sites could face consequences IB currently uses nofollow links to your client’s sites. –Currently reviewing our strategy http://www.google.com/support/webmasters/bin/answer.py?answer=66736

19. 19 SEO considers: What people search for Make sure your advertiser’s website and metadata includes relevant information and appropriate descriptions for their business. Have your advertiser think about “how do people find you”? They can ask past customers: How they found you? Why they chose you? What issues were important to them in choosing you?

20. 20 SEO considers: The actual search terms typed into search engines = keywords Keywords can be found by checking: Web analytics or server logs Page contents of competitor’s websites Google Keyword Generator

21. 21 SEO considers: Which search engines are preferred by the targeted audience Google Dominant search engine in the market Incoming links are very important Tends to rank sites higher based on age Yahoo! And Microsoft Bing On-page keywords are of primary importance Has no preference to a site’s age http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=4 http://va-sem.com/about-seo/differences-in-search-engines/

22. 22 REVIEW SEO is important There are many factors to consider You can offer tips that will allow your advertiser to meet their goals

23. 23 Questions you may hear during the call What about those “ads” on the sides of the search engine? How do I show up there? Or what about those Google ads on your site?

24. 24 SEM or CPC Definition Search Engine Marketing or Cost Per Click (CPC) Campaigns Search Engine Result Marketing Increasing visibility in search engine result pages through the use of paid placement and paid inclusion Contextual Advertising Paid placements that scan the text of a website for keywords and returns ads based on what the user is viewing

25. 25 How Search Engine Result Marketing works Campaigns based on searchable keywords Click Here for an Example Click Here for an Example of Placement Click Here for an Example of Bidding

26. 26 How Search Engine Result Marketing works Advertisers ‘bid’ for how much they are willing to pay per click Bid = position on Search Engine Results Page Bid can vary based on keyword competition Advertisers only pay per click Advertisers set a budget for total spending IB currently evaluating a software solution that would streamline this process Click Here for an Example of Bidding

27. 27 How Contextual Advertising Works Similar bid and compensation system as Search Result Marketing Bid = position on the Content Networks Advertisers can specify which urls they would like to display on and bid accordingly

28. 28 How Contextual Advertising Works

29. 29 Other Search Engine Marketing

30. 30 Other Search Engine Marketing - Google Places, Bing Business, Yahoo Local Free! Allows businesses to customize their listing on the Maps Reporting available on impressions, clicks, and keyword queries

31. 31 Other Search Engine Marketing - Google Places Click Here for an Example

32. 32 Review If you are willing to spend the money SEM is a good way to ensure exposure and clicks Map customization is a nice, free alternative to CPC campaigns

33. 33 Questions you may hear during the call “Okay I get it. So should I be doing SEO or SEM?” ANSWER: BOTH!

34. 34 Search Engine Optimization PROS Organic listings are trusted Natural search traffic provides a steady stream of visitors to your site Cost to optimize is frontloaded and includes low ongoing maintenance fees CONS Despite your best efforts you may not be able to reach your goals You do not have total control of the organic listing like you do with paid http://www.vestadigital.com/173/section.aspx/165/post/seo-vs-sem-whats-the-difference-which-is-better

35. 35 Search Engine Marketing PROS Sponsored ads are known to drive more sales than ordinary search links, converting at higher rates Bidding system allows control and consistency of placement CONS Paid listings can get very expensive across competitive keywords Can be time consuming keeping campaigns optimized A certain portion of users are weary of paid listings http://www.vestadigital.com/173/section.aspx/165/post/seo-vs-sem-whats-the-difference-which-is-better

36. 36 Questions you may hear during the call How do I know it’s working?

37. 37 How do I know it’s working? Check the Search Engines Can take time to show results Reporting and billing is built in when setting up SEM Your client can also monitor traffic on their own through a metric tool like Google Analytics

38. 38 How do I know it’s working? - Google Analytics Google Analytics tracks site traffic, visitor information and more.

39. 39 Questions you may hear during the call How come my Google Analytics report doesn’t match the Google DFP report that you provided me?

40. 40 How do I know it’s working? - Google Analytics Display advertising may not accurately reflect your site as the referrer. The client will be expecting to see WIBS.com and instead the referrer may be listed as DoubleClick, ibsys.com or even "blank”

41. 41 How do I know it’s working? - How can you help? Make sure they are using the Google Analytics URL builder to build their linking urls: How do I tag my links? Google Analytics URL Builder Here is a sample link: http://www.mcadermatology.com/?utm_source=wibs&utm_mediu m=leaderboard&utm_campaign=homepagehttp://www.mcadermatology.com/?utm_source=wibs&utm_mediu m=leaderboard&utm_campaign=homepage

42. 42 How do I know it’s working? - How can you help? Let them know that this will help but it may not still be 100% accurate as: Referrers can be disabled on most browsers. Security programs can block referrer data. Firewall and proxy servers can filter referrers. Users can set up referrer spoofing Depending on the ad type, the referrer can be DoubleClick, your site, or even "blank”

43. 43 Questions you may hear during the call “This has been really helpful. Do you plan on offering anything that can help with me with SEO and/or SEM in the future?”

44. 44 How can you help in the future? - SEO IB is currently determining how we can leverage the power of ibPublish2 to benefit your advertisers. Items that we are reviewing include: Page titles and custom urls Content pathing New page templates CURRENTLY UNDER REVIEW

45. 45 How can you help in the future? - SEM IB is currently evaluating software vendors that could be integrated with WebScan that would allow you set up SEM campaigns across Google, Yahoo and Bing for your advertisers. CURRENTLY UNDER REVIEW

46. 46 Review of what we talked about today SEO and SEM are both important strategies SEO and SEM can be complex IB is reviewing sales products that will help you and your advertisers attain their goals

47. 47 Questions? THANK YOU! NEXT DSS SESSIONS AD SOLUTIONS - Design 101 Have you ever wondered what the difference is between a.jpeg and.gif? Design 101 is an easy to understand overview of basic design terminology and principles. We will also review IB’s design specs and software as well as best practices when providing collateral. Friday, July 8 8:15 am CT Monday, July 11 1:00 pm CT (making up for July 4th holiday) AD STRATEGY - Creating Great Web Packages Once you have evaluated the clients’ needs its time to provide them with a package that will deliver results. We will help you translate on-air to creative online solutions, engaging viewers and maintaining your advertisers’ interest through performance measurement and building on the opportunity to up-sell. Monday, July 18 1pm CT Friday, July 22 8:15am CT