Search Engine Marketing Essentials

1. Search Engine Marketing Essentials Presented by:

2. Agenda • Introduction to Republic Media • A Message from Ben Smith, Chairman, SEMPO Arizona Working Group and Director of Interactive Marketing for The Lavidge Company • Educational Seminar presented by Jake Berry, Orange Soda Affiliate Manager and Trainer • Questions and Closing

3. REPUBLIC MEDIA 1.8 Million Republic Media 1.2 Million Sunday Republic 600K azcentral.com each week 1 out of 4 25–44 year old women 67% of affluent households 4800 azcentral.com facebook fans One-on-one marketing Mobile marketing

4. 1.8 Million Republic Media 1.2 Million Sunday Republic 600K azcentral.com each week 1 out of 4 25–44 year old women 67% of affluent households 4800 azcentral.com facebook fans One-on-one marketing Mobile marketing each week

5. Intelligence in four key areas Audiences Intelligence Phoenix Market Messaging Media Intelligence

6. Ben SmithChairman, SEMPO Arizona Working Group Ben has been on the cutting edge of Arizona business and technology since 1985, with many roles in both the public and private sector. He is a leader in the digital community, the Director of Interactive Marketing for The Lavidge Company and Chairperson of the SEMPO Arizona Working Group.  SEMPO provides the local Arizona community with a venue for content and education related to digital marketing.  He attended the University of Arizona, and is proud father of three.

7. Ben SmithChairman, SEMPO Arizona Working Group An example of why does search and particularly local search matters? In search marketing, local is first in order of priority and cost efficiency to convert prospects actively looking for your product or service Have you tried that new restaurant?

8. Jake BerryAffiliate Support Manager and Trainer, Orange Soda Jake Berry currently manages a team of specialists focused on providing retailers with search engine marketing solutions.  Over the last 3 years, his team has helped hundreds of small business owners effectively advertise online.  He provides education and training for partner sales organizations emphasizing product knowledge that leads to conversions for small businesses.  Jake graduated from Brigham Young University–Idaho and his passions include sports, hiking, fishing, and traveling. He currently resides with his wife in Lindon, Utah.

9. Search Engine Marketing Essentials Consumers are searching for you right now online! Presented by Jake Berry

10. Consumers Are Searching For You

11. Search Engine Marketing - Definition Is aform of internet marketing that seeks to promote businesses by increasing their visibility on the Search Engine Results Pages (SERPS). Paid Search PPC Ad words Local Search Maps Organic Search SEO

12. Why Does Search Work? • Search delivers specific, relevant information consumers are looking for – just when they need it! • Search delivers quantifiable results and positive ROI (if you do it right!).

13. Great! How Can That Help Me? Hundreds and even thousands of potential customers are actively searching for your product or service every month. If you’re not doing any search marketing, how will they find you? If they aren’t finding you – They are finding your competitors!

14. Local Search Is On The Rise Online user growth from 1995 • Companies with small online marketing budgets find 79% effectiveness with local search engine marketing. • About 43% of current search engine users are seeking a local merchant to buy something offline. Source: Borrell Associate 2010, Marketing Sherpa, 2009

15. High Intent To Purchase 86% of local searchers follow up with a phone call or an in-store visit. 61% end up making a purchase. Source: TMP Directional Marketing, 2007 Foot of water in the basement… Being found easily on the Search Engines is like having a great window display in front of thousands of people. LOCAL SEARCH takes place when there is a need!

16. Multiple Placements Dominate Results Own More Shelf Space! Paid Search Local Search Paid Search Organic Search

17. Who is finding success online? • Banks • Car Dealerships • Carpet Cleaners • Day Spas • Dry Cleaners • Dentists • Doctors • Electricians • Employment Services • Hobby Stores • Insurance • Loans and Finance • Lawyers • Moving and Storage • Pest Control • Plumbers • Real Estate • Restaurants • Retail Stores • Travel Services • Transportation Services • & Many more…

18. Organic Search - Definition Search Engine Marketing Essentials • The practice of improving a web site’s Structure & Authority in order to increase the traffic the site naturally receives from Search Engines Organic Search

19. Algorithms & Spiders Spider Index

20. Algorithms & Spiders What are they looking for? The same things you are looking for: Site Architecture (URL & Page Structure)

21. Site Architecture Good URL Structure Bad URL Structure

22. Algorithms & Spiders What are they looking for? The same things you are looking for: Site Architecture (URL & Page Structure) Relevant Content (Website text)

23. Relevant Content

24. Algorithms & Spiders What are they looking for? The same things you are looking for: Site Architecture (URL & Page Structure) Relevant Content (Website text) Links: Trust & Authority (Links are like votes!)

25. Links (Trust & Authority) Article Creation Blog Post Directory Submission

26. Organic Search: Top Ten Factors 7 of the top 10 factors that influence the search engines have to do with links Links are like Votes: Authority Popularity Quantity & Quality Count • Keyword in title tag • Anchor Text of inbound link • Global Link Popularity of Site • Age of site • Link Popularity Within Site’s Internal Link Structure • Topical Relevance of Inbound Links • Link Popularity of Site in Topical Community • Keyword use in body of text • Global Link Popularity of Linking Sites • Topical Relationship of Linking Page Source: SEOmoz.org

27. Greatest Living American Is Stephen Colbert the greatest? • Google said…Yes! • How did he do it?

28. Factors with a Negative Effect • Web site is down often • Content is very similar or a duplicate of other indexed content • External links to low quality/spam sites • Duplicate title/meta description across pages • Over-use of targeted keywords • Complicated selection of keywords • Down / Slow Load Time

29. It’s Like a Garden Site Analysis, Monitoring and Optimization • Algorithms & Spiders • Site Architecture • Content • Links • Meta Title Tag • Meta Description • Website’s Links Garden • Water • Sun • Nutrients • Time • Amount • Order

30. Organic Search Value • Organic Search results are trusted by consumers to provide the most relevant results • Organic results receive majority of clicks (between 40 and 80%) • Generally cheaper source of traffic – No pay-per-click charge • Casts a wide net for consumers and drives long-lasting results

31. SEO – Using Trusted Providers • Marketers who handled SEO in-house saw a 38% lift in Traffic. • According to a Marketing Sherpa report, advertisers who outsourced SEO saw a 110% lift in overall site traffic within six months. • What do I look for in an SEO?

32. Search Engine Marketing Essentials Paid Search - Definition • The advertisers only pay when a user actually clicks on a search engine result to visit that advertiser's web site. Paid Results

33. Paid Search The Power of Paid Search: • Advertisers can target many keywords • Quick set-up with immediate traffic • Tracking, tracking, tracking • Drives credibility: must meet relevancy criteria • PPC is a flexible medium (can be changed and tested) • Top of search results without any “optimization”

34. Paid Search Limitations • Set a budget • Test - Give it an honest effort • Measure ROI - Top placement is only good if it converts. • Trim the non-performing keywords • History is important (quality score) • Know when to outsource • CPL and AOV

35. Paid Search Ad Copy Ad Title Ad Copy Ad Description URL Ad Copy: is required for paid search ad to include a Title, Description, and URL (domain name).

36. Paid Search Ad Copy Guidelines Differentiating an Advertiser’s Ads • Use Keywords in Titles and Copy • Keywords highlighted in search results • Improves Quality Score • Add a Call to Action • List words like buy, order, save • Call today, download now etc. • What is the Unique Selling Point (USP)? • Lower Price? • Higher Quality? • Faster service? • Guarantees? • Add a sense of URGENCY! • Limited Time • Today Only • Web-only • Pre-qualify Customers • List prices, shipping times, minimums • Seasonality • List Summer, Spring, Christmas sales, convey freshness

37. Paid Search Ad Copy Quiz • Which ad produced the best results? • Keyword: International Truck New International Trucks International Truck Has a New Site Come Take a Peek Under the Hood. www.InternationalTrucks.com 10.72% 2007 International Trucks The Most Reliable, Serviceable and Durable Trucks On The Market Today. www.InternationalTrucks.com 4.53% Find International Dealer Fuel Efficient, Amazing Uptime, Bold Styling & Low Cost of Ownership  www.InternationalTrucks.com 2.39%

38. Paid Search Placement Paid search is more than placement! • Ranking = Quality Score x CPC • Quality Score is • Click-Through Rate • Keyword Relevancy • Ad Copy Relevancy • Landing Page • Historical Performance • Various Relevant Factors Quality Score

39. The Local Business Rochester, NY vs. New York, NY • Geo-Targeting Ads (IP address, engines do the work) • City, State (Use Abbreviations), Zip Codes • Neighborhoods, Counties, Metro Areas, Airport Codes, Area Codes • SKUs, Slang, Product Names, Localities (pop vs. soda), Districts, Street Names

40. Paid Search Keyword Research There are “special” people that search in a “special” way… don’t forget them! Things to remember: • Misspppellings • Abbrev. • Lingo • Descriptive phrases • Buying vs. Shopping

41. Search Engine Marketing Essentials Local Search - Definition • The use of Search Engines that allow users to submit geographically constrained searches against a structured database of local business listings. Local Results

42. Maps Make A Difference Getting In the Local Business Listings Puts You Here! Here! And Here!

43. Local Search Optimized Location Optimize content for Google Places. This can increase your impressions! Contact info Photos Reviews More About This Place

44. Remember: SEO & PPC work Together Organic Search Paid Search • Advertisers can target as • many keywords as they choose • Quick set up with immediate • measurable results • PPC is flexible and can be • quickly changed & tested • Easily measured • Most people click on organic • Search results (Between 60- 70%) • Easier to maintain your • position once it’s established • Your business can appear • in hundreds of SERPs • Organic Traffic is “free”

45. the iceberg Just the tip of

46. Local Search Marketing - We Offer You • We offer a complete, turn-key solution with minimal time and effort on your part. • We increase your visibility online, and introduce your business to new customers! • We give your business exposure on top search engines – including Google, Yahoo, MSN/Bing, and others. • We significantly increase your marketing reach locally and promote your business to those specifically looking for your products and services. • We drive cost-efficient traffic to your business, while maximizing your return on investment.

47. Questions?

48. Next Steps • Evaluation of business ranking within 3 days • Additional questions? Please contact Scott Ellens– scott.ellens@pni.com or 602-444-8445.

49. Thank You for Coming!