DIGITAL MARKETER

SEARCH MARKETING
CERTIFICATION
 LESSON 1
START HERE
 • I’ve built and executed digital strategy for brands
like Crazy Egg, salesforce.com and now… Digital
Marketer.
• I’ve also developed digital strategy for 100’s of
small businesses.
• My goal is to teach you how to use search
Russ Henneberry marketing to affect business goals that matter.
Director of Editorial
Digital Marketer
THE • Lesson 1 - Start Here

CONTENTS • Lesson 2 - Intent, Context & Assets

OF THIS • Lesson 3 - Channels, Optimization & Ascension

COURSE…
• Lesson 4 - Experience Optimization

• Lesson 5 - Earned Media & Link Building

 THE
CERTIFICATION EXAM
More Of What To Expect…

• You will have access to this slide deck and other resources
throughout the training.

• Take notes.
• A certification exam is given at the end of the course.
• The certification exam is open note and open resource.
• You will need to score a 70%+ to receive your certification.
 THE
STATE OF SEARCH
Search Is Mobile…
Search Is Structural…
Search Is Technical…
Search Is White Hat…
The Cold War Is Over…

Image source: seopressor.com

Google Won…
With Major Algorithm Updates Like…
Search Is Everywhere It Matters…
 THE
3 PLAYERS
 WHAT
MOTIVATES
EACH PLAYER?
What Motivates The Searcher?…

• Relevant results…
• … on anything/everything they’re
searching for…
• … right NOW.
What Motivates The Search Engine?…

• Revenue
• Serve relevant results to the searcher so
that…
• Serve popular results to the searcher so
that…
• Keep searchers on web properties they
own so that…
What Motivates The Marketer?…

• Rankings in Search Engines

• Traffic/Impressions
• Leads and Sales
DISCOVERABILITY AND
AVAILABILITY
SEARCH QUERIES ARE CENTRAL TO
SEARCH MARKETING…
 THERE ARE TWO CRITICAL
CATEGORIES OF SEARCH QUERIES
TO TARGET…
TARGET SEARCH
QUERIES THAT DISCOVERABLE
MAKE YOU…
TARGET SEARCH
QUERIES THAT AVAILABLE
MAKE YOU…
Discoverable - Being found when they are
NOT looking specifically for you.
(Non-branded Queries)

Available - Being found when they are

looking specifically for you.
(Branded Queries)
Boone’s Colonial Inn Is Discoverable…
… And Available…
Jawz Is Discoverable…
… And Available…
ARE YOU DISCOVERABLE AND
AVAILABLE ON THE RIGHT
CHANNELS?
Aeropress Is Available On Pinterest…
Miller Cooper (A Top Chicago Accounting Firm) Is Not…
… But They Are Discoverable On Google And Bing…
 WHAT ARE
SEARCH QUERIES?
QUERIES ARE MADE BY
INDIVIDUALS…
EACH SEARCH QUERY CARRIES THE
INTENT AND/OR CONTEXT OF AN
INDIVIDUAL…
Intent - What is the prospect
searching for?

Context - Why are they

searching for it?
Intent…
Context…
Intent…
Context…
Intent…
Context…
YOU’LL FIND GROUPS OF PEOPLE
WITH THE SAME INTENT…
YOU’LL FIND GROUPS OF PEOPLE
WITH THE SAME CONTEXT…
YOU’LL FIND GROUPS OF PEOPLE
WITH DIFFERENT INTENT AND
CONTEXT…
Same Intent, Different Context…
Same Intent, Different Context…
Same Intent, Different Context…
Same Intent, Different Context…
Same Intent, Different Context…
 EACH INTENT AND CONTEXT
REPRESENTS A SEARCH QUERY…
SEARCH MARKETING
GOALS
What Motivates The Marketer?…

• Rankings in Search Engines

• Traffic/Impressions
• Leads and Sales
IINTRODUCTION TO
EARNED MEDIA
& LINK BUILDING
What Motivates The Search Engine?…

• Revenue
• Serve relevant results to the searcher so
that…
• Serve popular results to the searcher so
that…
• Keep searchers on web properties they
own so that…
Which Site Is More Popular? A or B?…
INTRODUCTION TO
UXO & RXO
 SEARCH IS
ABOUT DISCOVERABLE
BECOMING…
 SEARCH IS
ABOUT AVAILABLE
BECOMING…
Search Is Structural…
Search Is Technical…
 SEARCH IS
ABOUT
BECOMING…
 SEARCH IS
ABOUT
BECOMING…
 SEARCH IS
ABOUT
BECOMING…
 SEARCH IS
ABOUTUser-agent: *
Disallow: /
BECOMING…
 INTENT BASED
SEARCH OPTIMIZATION
(IBSO)
Intent/Context…
Asset…
Channel…
Optimization…
Ascension…