PSU – Search Engine Marketing Certificate

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WM402 Search Engine Marketing

Instructor: Kent Lewis (kent@anvilmedia.com

First day:

• 8:00 a.m. to 8:45 a.m. Class and Instructor Introductions
• 8:45 a.m. to 10:00 a.m. Search Engine Marketing Overview
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. On-site SEO
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:00 p.m. Off-site SEO: Content & Link Dev
• 2:00 p.m. to 2:30 p.m. Keyword Research
• 2:30 p.m. to 2:45 p.m. Break
• 2:45 p.m. to 3:30 p.m. Exercise/HW: KW & Tag Optimization
• 3:30 p.m. to 4:00 p.m. Local Search Engine Optimization
• 4:00 p.m. to 4:20 p.m. Video Marketing & YouTube
• 4:20 p.m. to 4:30 p.m. Q&A

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Second Day:

• 8:00 a.m. to 8:15 a.m. Q&A
• 8:15 a.m. to 8:45 a.m. Social Media Meets Search
• 8:45 a.m. to 9:15 a.m. Online Reputation Management
• 9:15 a.m. to 10:00 a.m. Exercise: Website Audit
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. Paid Media (Guest Speaker)
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:15 p.m. Exercise: PPC Ads & Landing Pages
• 2:15 p.m. to 2:45 p.m. Site Usability & CRO
• 2:45 p.m. to 3:00 p.m. Break
• 3:00 p.m. to 4:15 p.m. Search & Website Clinic
• 4:15 p.m. to 4:30 p.m. Class wrap-up

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Notes

Course Portal

pdxMindShare: Online career and networking community

SEMpdx / Engage

SEM Overview

  • Smart Marketing: Inbound vs. Interrupt
    • Earned & Shared
  • The (Digital) Sale Funnel
  • Trend: Shorter Attention Spans

SERP

  • think in multimedia (podcasts is trending).
  • Start with paid while your SEO gets stronger
  • Click Share: SEO vs. PPC
  • Search Engine Components
    • Bot or spider
    • Index
    • Algorithm
    • SERP
      • exact match domain is junk content
      • Mobile is still trending
      • Voice (smart speaker) is a upcoming trend
  • SEM Planning: Objectives
    • Identify Objectives:
      • Awareness & branding
      • Thought leadership
      • Generating ad, affiliate or subscription revenue
      • Generating leads (b2b)
      • Generating sales (b2c/ecommerce)
      • Reduce costs (print to digital)
      • Increase revenue
    • Identify Audiences: (do they know who they are?)
      • Potential or existing customers
      • Potential or existing employees
      • Potential or existing partners
      • Potential or existing investors
        • Geographic
        • Sociographic
        • Demographic
        • Behavioral
        • Psychographic

Tools

SEO Overview

  • SERP
    • Searches related… (at the bottom)
    • Adwords certified (you can cheat by using Google)
    • Voice search: slide 26. People are searching with question formats
    • spyfu

Off Site SEO

  • B2B Content Types
    • repurpose eNewsLetters
  • Backlinks:
    • digg
    • forums
    • directories
    • hubs
    • blogs
  • Strategy
    • B2B: use case studies, white papers, reports…

Keyword Research

  • Google Keywords Tool is really off

Local

  • Local phone # is highly rated
  • Consistency in business name & address among listings & website
  • Schema in contact box and footer info

I thought you all would appreciate this article:How to Write an Incredible Title Tag

Kent

Social

  • Linkedin is high for b2b
  • Mention.com (Kent likes this more than BrandMentions)
  • BrandMentions
  • SlideShare is worth using if you have some good slides
  • FollowerWonk for finding influencers
  • HootSuite (Kent says it is a powerful tool for the price)

Online Reputation Management

  • Identfiying ORM Issues
  • ORM Fundamentals
    • Fix it first, then message the fix, rather than polishing a turd
  • Press releases are dead
  • News rooms: webinar & slidedecks

Website Audits

Paid Media =: Search & Social Ads

  • Kari Schroeder from Anvil
  • Pacing: typically monthly
  • Paid Search Process
    • Keywords
    • User experience
    • User alignment
    • Relevance
    • Quality Score
      • better keyword alignment the better the score
  • See slide 40
    • Modify landing page for ad campaigns is best practice
  • Targeting
    • Keyword = user intent
    • Ads should meet user needs
    • Land Pages
      • groom for user experience
        • Headline keywords
        • Body copy keywords
        • CTA
        • About us
    • Conversions: Import GA conversions in Adwords
  • Google Ads 101
    • First set: Goals / Conversions
      • Impressions? Clicks?
      • Cost per conversion? Budget?
      • Quality measurement? Quality leads?
      • What is the site’s conversion rate?
      • Conversion Tracking is a must because success needs to be measured. Free tracking is usually enough
    • Targeting
      • Know what your users are doing?
        • Affinity or interest–demographic?
        • Geo / location (recommends to not use the recommended)
        • Device: mobile is a good bet
        • Scheduling
    • Keywords
      • Match types
        • Broad match: unsure about matches
        • Broad match modifier: a more educated type
        • Phrase match: Thinks this type is irrelevant.
        • Exact match: Covers most of what “Phrase match” would cover.
      • Keyword Research: Solutions for keywords
      • Google Ad Elements
        • Sitelink extensions are super important
    • Organize and segment: see slide 61
      • Product/service
      • intent
      • geo
      • brand
      • match type
    • Paid Social
      • LinkedIn Ads are good for b2b
      • Snapchat Ads: has a lot of granular targeting options:
        • Targeting
          • Location
          • Gender
          • Lifestyle
          • Shoppers
          • Visitors
        • Ad Types
          • Image
          • Short Video

Site Performance & Usability

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