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
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
- Identify Objectives:
Tools
- Website.grader.com
- WooRank
- https://web.dev/measure/
- https://moz.com/link-explorer
- https://neilpatel.com/seo-analyzer/
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
- groom for user experience
- 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
- Know what your users are doing?
- 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
- Match types
- 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
- Targeting
- First set: Goals / Conversions
Site Performance & Usability
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