• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Digital nashville beyond keywords v3 (sak)

on

  • 1,629 views

 

Statistics

Views

Total Views
1,629
Views on SlideShare
1,629
Embed Views
0

Actions

Likes
0
Downloads
12
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • The Search Alliance provides you with an opportunity to achieve more clicks and engagements with your potential customers through a unified search marketplace delivering a sizable volume of 4.8 billion monthly searches and a 30.4% search share in the U.S.

Digital nashville beyond keywords v3 (sak) Digital nashville beyond keywords v3 (sak) Presentation Transcript

  • Beyond Keywords
    Search Marketing on the Edge
  • Search 101
    Paid Search
    Organic Search
    Local Search
  • Universal Search
    News
    Videos
    Websites
  • Universal Search Continued
    Live Twitter Feeds
    Book Search
    Image Search
    Search Suggestions
  • Which Solution Is Right for You?
    Campaign
    Paid Search
    Local/Universal Search
    SEO
    Benefits
    Quick implementationImmediate results
    Targets a local/niche audience
    Affordable SEO value
    Long-term benefitsLong-term value
  • Search engine Optimization
    Beyond Keywords
  • What is SEO?
    Manipulating the on-site and off-site elementsof a web page
    Improvingrankings on the organic search engine results pages for a given set of keyword phrases
    Cracking a search engine algorithm
    All of the above
  • What is an Algorithm?
    • A set of factors that search engines consider when ranking content for a particular keyword
    • Factors can be on-site, like keywords, or off-site, like inbound links
    • Search engines change their algorithms often to improve search results and minimize spam
  • Algorithms in Action
    Authority sites like Wikipedia rank high. Google likes trusted sites.
  • Where Can You Place Keywords?
    URLs
    Page Title
    Header (H1)
    Navigation
    Alt Text
    Active Ingredients
    Products
    Content
  • Where Else Can You Place Keywords?
    Blogs
    Directories
    Industry News Sites
  • Where Else Can You Place Keywords?
    Local Listings
    Twitter
    Facebook
  • What is Link Building?
    Acquiring inbound links to your content, products, services
    Acquisition Tips
    Acquire Relevancy, Not Rank
    Identify target terms
    Study your network
    OpenSiteExplorer.com
    Deep Links
    Content marketing
  • What is Content Marketing?
    The art and science of creating and freely sharing digital media
    Building brand equity
    Fostering consumer trust
    Crowding results spaces, bolstering search rankings
    Leveraging social networks
    Driving consumer prospects to websites
  • SEO trends
    Beyond Keywords
  • Trend #1 Local Search Results
    • Google pulls local listings from Google Places when you search with a geographic qualifier
    • Primarily B2C
  • Trend #2Personalized Search
    When signed into Google, Google knows past search history and ISP location to serve tailored results.
  • Trend #3Instant Search
  • Trend #4Shift in Search Engine Market Share
    Bing Overtakes Yahoo! As the #2 U.S. Search Engine
    But Yahoo is showing Bing results now, so Google’s market share is less stable.
  • So What is SEO Again?
    SEO is not just about making a great
    site, it’s about putting relevant
    content wherever the user may
    be. It’s about eVisibility
    Viewing a home page
    Reading a blog
    Scanning review sites, image site, video sites
    Chatting on Facebook
    Looking at a job description
    Reading a press release on a news site
  • Local Search
    Beyond Keywords
  • What is Local Search?
    Local Search targets specific geographic locations through paid and organic tactics
  • Where is Local Search?
    But where does it come from?....
    23
  • Local Search 101
    Local Paid Search Listings
    Local Search Results
    Local Search Results
    Local Submit Listings
  • Primary Data Providers in Local Search
  • Data Sources for Major Local Search Portals
  • Local Search Ecosystem
  • Distribution Trends
    Google Still on Top
    New Distribution Partners
    Google has Substantial Local Volume
    • 1 in 5 queries on Google.com is Local in nature
    • 1 in 3 queries on Google mobile is Local in nature
    • Google Maps has 49% Market Share US
    • 1M hours are spent browsing Maps and Earth every day
    • 100M monthly users on Google Mobile Maps
    Purchase a digital camera
    Find a reliable mechanic
    28
  • Measurement of Local
    Difficult to Track
    Real Addresses
    Real Phone Numbers (no tracking!)
    User intent is offline
    Local Search Analytics is Rare
    Few local search engines or IYP’s provide analytics unless you are using paid products
    Ranking & Inbound Traffic
    Rankings can be tracked
    Inbound traffic can be measured using Analytics
  • Channel Activation
    Self - Identify sites & get to work
    Service Provider – Pay the fees (modest) and save some time
    AHA’s&Gotcha’s
    CitySearch & Yelp do not support feed based updates. Translated: DIY
    Google Places allows you to respond to reviews
    Find niche review sites – check your competition on Google Places
  • Paid Search
    Beyond Keywords
  • The Lingo
    SEM (Search Engine Marketing)
    PPC, Paid Search, Sponsored Search, Search Ads, The best thing since sliced bread
    The Platforms
    Google Adwords
    Yahoo Search Marketing
    Panama
    Microsoft AdCenter
    No longer MSN!
    Paid Search
  • Account Structure & Organization
    Campaigns
    Budget Control
    Targeting Control
    Primary Settings
    Ad Groups
    Ad Copy
    Keyword Groupings
    Keywords & Targets
    Keywords
    Phrases
    Negatives
    Placements
    Categories
    Audiences (remarketing)
  • Keyword Strategy & Process
    Paid Search
    Step 1: Keyword Research
    Utilize multiple keyword research tools
    • Top category terms
    • Competitive university analysis
    • Top volume keywords
    • Common iterations
    Combine onsite analytics
    • Site search data
    • Organic keyword data
  • Keyword Strategy & Process
    Paid Search
    Step 3: Keyword/Ad Group Assignment
    • Assign keywords by campaign and category
    • Assign Ad Copy & Keyword Insertion
    Step 2: Keyword Refinement
    • Develop campaign structure
    • Merge & de-dupe keyword lists
    • Develop base category & product keywords
    • Expand base keyword lists with iterations & modifiers
    • Identify obvious negative keywords
    • Idemtiffy commin misspelings
    • Search query reporting
    • Expand & Segment Match types
    • Broad, phrase, exact
  • Ad Copy Strategy
    Prequalification
    Strong calls to action
    Value proposition
    Offers
  • Bid Management Types
    Rules Based
    Portfolio Based
    ROI Strategies
    ROAS Maximization
    CPA Targets
    Bid Management Examples
  • Rules Based Bidding
    Thresholds
    Last 7 days vs last 30 days
    Changes by seasonality
    Scope
    Brand vs Product Keywords
    Priority Keywords
    Values
    Optimize based on Average Position, ROAS, CPC, CPA, CTR, Quality Score.
    Actions
    Bid Changes, Bid Pausing, Alerts
  • Paid Search Trends
    Beyond Keywords
  • Typical Publisher Allocation Strategy
    Paid Search
    Google still King
    MicroHoo Means Business
    • Test early
    • Stay fluid
    • Microsoft adCenter is the new 2nd platform
  • Paid Search
    4.8B
    Monthly Searches
    2.9B
    Monthly Searches
    1.9B
    Monthly Searches
    158M Unique Searchers
    118M Unique Searchers
    30.4% Share
    93M Unique Searchers
    18.3% Share
    12.1% Share
    Source: comScoreqSearch May 2010
    The Search Alliance BringsOverall Growth in U.S. Search Share
  • Social Ads vs Search Ads
    Social PPC Similarities
    CPC Buys
    Text Ads
    Differences
    Paid Search Targets Keywords
    Facebook Ads Target People
  • Facebook Ads Targeting
    Estimated $1.46 per click
  • LinkedIn DirectAdsTargeting
  • analytics
    Beyond Keywords
  • How Do I Measure SEO Success?
  • What Can I Measure?
    Campaigns
    Event Tracking
    Site Search
    SEO/SEM
    Custom Data
    Goals
  • Campaigns
    Email
    Display
    SEO/SEM
    Social
  • Events
    Downloads
    Video Views
    3rd Party Clicks
    Flash
  • Site Search
    No science and no rockets, this simply tells us what users type into the on-site search box.
  • Metrics
    Keywords
    Search Engines
    Traffic
    Stickiness
  • Take Action
  • Which Solution is Rightfor You?