Proprietary & Confidential 2010 © Be Found Online, LLC
Beyond Keywords
Search Marketing on the Edge
Proprietary & Confidential 2010 © Be Found Online, LLC
Search 101
• Paid Search
• Organic Search
• Local Search
Proprietary & Confidential 2010 © Be Found Online, LLC
Universal Search
• News
• Videos
• Websites
Proprietary & Confidential 2010 © Be Found Online, LLC
Universal Search Continued
• Live Twitter Feeds
• Book Search
• Ima...
Proprietary & Confidential 2010 © Be Found Online, LLC
Which Solution Is Right
for You?
Campaign
• Paid Search
• Local/Uni...
Proprietary & Confidential 2010 © Be Found Online, LLC
SEARCH ENGINE
OPTIMIZATION
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
What is SEO?
A. Manipulating the on-site and off-site elements
of a...
Proprietary & Confidential 2010 © Be Found Online, LLC
What is an Algorithm?
• A set of factors that search
engines consid...
Proprietary & Confidential 2010 © Be Found Online, LLC
Algorithms in Action
Authority sites like Wikipedia rank high. Goog...
Proprietary & Confidential 2010 © Be Found Online, LLC
Where Can You Place
Keywords?
Page Title
Header
(H1)
Navigation
Con...
Proprietary & Confidential 2010 © Be Found Online, LLC
Where Else Can You Place
Keywords?
Directories
Industry News Sites
...
Proprietary & Confidential 2010 © Be Found Online, LLC
Where Else Can You Place
Keywords?
Local Listings
Facebook
Twitter
Proprietary & Confidential 2010 © Be Found Online, LLC
What is Link Building?
Acquiring inbound links to your content, pro...
Proprietary & Confidential 2010 © Be Found Online, LLC
What is Content Marketing?
The art and science of creating and free...
Proprietary & Confidential 2010 © Be Found Online, LLC
SEO TRENDS
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #1
Local Search Results
• Google pulls local listings
from Go...
Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #2
Personalized Search
• When signed into
Google, Google know...
Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #3
Instant Search
Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #4
Shift in Search Engine Market
Share
Bing Overtakes Yahoo! ...
Proprietary & Confidential 2010 © Be Found Online, LLC
So What is SEO Again?
SEO is not just about making a great
site, it...
Proprietary & Confidential 2010 © Be Found Online, LLC
LOCAL SEARCH
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
What is Local Search?
• Local Search targets specific geographic
lo...
Proprietary & Confidential 2010 © Be Found Online, LLC
Where is Local Search?
23
But where does it come from?....
Proprietary & Confidential 2010 © Be Found Online, LLC
Local Search 101
Local Search Results
Local Search Results
Local Pa...
Proprietary & Confidential 2010 © Be Found Online, LLC
Primary Data Providers in Local
Search
Proprietary & Confidential 2010 © Be Found Online, LLC
Data Sources for Major Local
Search Portals
Proprietary & Confidential 2010 © Be Found Online, LLC
Local Search Ecosystem
Proprietary & Confidential 2010 © Be Found Online, LLC
Distribution Trends
• Google Still on Top
• New Distribution Partne...
Proprietary & Confidential 2010 © Be Found Online, LLC
Measurement of Local
• Difficult to Track
–Real Addresses
–Real Pho...
Proprietary & Confidential 2010 © Be Found Online, LLC
Channel Activation
• Self - Identify sites & get to work
• Service ...
Proprietary & Confidential 2010 © Be Found Online, LLC
PAID SEARCH
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
The Lingo
• SEM (Search Engine Marketing)
–PPC, Paid Search, Sponso...
Proprietary & Confidential 2010 © Be Found Online, LLC
Account Structure &
Organization
• Campaigns
– Budget Control
– Tar...
Proprietary & Confidential 2010 © Be Found Online, LLC
Keyword Strategy & Process
Step 1: Keyword Research
• Utilize multi...
Proprietary & Confidential 2010 © Be Found Online, LLC
Keyword Strategy & Process
Step 2: Keyword
Refinement
Develop camp...
Proprietary & Confidential 2010 © Be Found Online, LLC
Ad Copy Strategy
• Prequalification
• Strong calls to action
• Valu...
Proprietary & Confidential 2010 © Be Found Online, LLC
Bid Management Types
• Rules Based
• Portfolio Based
• ROI Strategi...
Proprietary & Confidential 2010 © Be Found Online, LLC
Rules Based Bidding
• Thresholds
–Last 7 days vs last 30 days
• Cha...
Proprietary & Confidential 2010 © Be Found Online, LLC
PAID SEARCH TRENDS
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
Typical Publisher Allocation Strategy
• Google still King
•MicroHoo...
Proprietary & Confidential 2010 © Be Found Online, LLC
93M Unique Searchers
12.1% Share
1.9B Monthly
Searches
118M Unique ...
Proprietary & Confidential 2010 © Be Found Online, LLC
Social Ads vs Search Ads
• Social PPC Similarities
–CPC Buys
–Text ...
Proprietary & Confidential 2010 © Be Found Online, LLC
Facebook Ads Targeting
Target to exact
audience
•Gender: male & fem...
Proprietary & Confidential 2010 © Be Found Online, LLC
LinkedIn DirectAds
Targeting
Target to exact
audience
•Age: 25-54
•...
Proprietary & Confidential 2010 © Be Found Online, LLC
ANALYTICS
Beyond Keywords
Proprietary & Confidential 2010 © Be Found Online, LLC
How Do I Measure SEO
Success?
Proprietary & Confidential 2010 © Be Found Online, LLC
What Can I Measure?
• Campaigns
• Event Tracking
• Site Search
• SE...
Proprietary & Confidential 2010 © Be Found Online, LLC
Campaigns
• Email
• Display
• SEO/SEM
• Social
Proprietary & Confidential 2010 © Be Found Online, LLC
Events
• Downloads
• Video Views
• 3rd Party Clicks
• Flash
Proprietary & Confidential 2010 © Be Found Online, LLC
Site Search
No science and no rockets, this simply tells us
what us...
Proprietary & Confidential 2010 © Be Found Online, LLC
Metrics
• Keywords
• Search Engines
• Traffic
• Stickiness
Proprietary & Confidential 2010 © Be Found Online, LLC
Take Action
Proprietary & Confidential 2010 © Be Found Online, LLC
Which Solution is Right
for You?
SEO
Local
Search
Paid
Search
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Digital nashville beyond keywords v3 (sak)

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  • Distribution List – 60+ Sites
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  • 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)

    1. 1. Proprietary & Confidential 2010 © Be Found Online, LLC Beyond Keywords Search Marketing on the Edge
    2. 2. Proprietary & Confidential 2010 © Be Found Online, LLC Search 101 • Paid Search • Organic Search • Local Search
    3. 3. Proprietary & Confidential 2010 © Be Found Online, LLC Universal Search • News • Videos • Websites
    4. 4. Proprietary & Confidential 2010 © Be Found Online, LLC Universal Search Continued • Live Twitter Feeds • Book Search • Image Search • Search Suggestions
    5. 5. Proprietary & Confidential 2010 © Be Found Online, LLC Which Solution Is Right for You? Campaign • Paid Search • Local/Universal Search • SEO Benefits • Quick implementation Immediate results • Targets a local/niche audience • Affordable SEO value • Long-term benefits Long-term value
    6. 6. Proprietary & Confidential 2010 © Be Found Online, LLC SEARCH ENGINE OPTIMIZATION Beyond Keywords
    7. 7. Proprietary & Confidential 2010 © Be Found Online, LLC What is SEO? A. Manipulating the on-site and off-site elements of a web page B. Improvingrankings on the organic search engine results pages for a given set of keyword phrases C. Cracking a search engine algorithm D. All of the above
    8. 8. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    9. 9. Proprietary & Confidential 2010 © Be Found Online, LLC Algorithms in Action Authority sites like Wikipedia rank high. Google likes trusted sites.
    10. 10. Proprietary & Confidential 2010 © Be Found Online, LLC Where Can You Place Keywords? Page Title Header (H1) Navigation Content Products Active Ingredients Alt Text URLs
    11. 11. Proprietary & Confidential 2010 © Be Found Online, LLC Where Else Can You Place Keywords? Directories Industry News Sites Blogs
    12. 12. Proprietary & Confidential 2010 © Be Found Online, LLC Where Else Can You Place Keywords? Local Listings Facebook Twitter
    13. 13. Proprietary & Confidential 2010 © Be Found Online, LLC What is Link Building? Acquiring inbound links to your content, products, services Acquisition Tips Acquire Relevancy, Not Rank Identify target terms Deep Links Study your network OpenSiteExplorer.com Content marketing
    14. 14. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    15. 15. Proprietary & Confidential 2010 © Be Found Online, LLC SEO TRENDS Beyond Keywords
    16. 16. Proprietary & Confidential 2010 © Be Found Online, LLC Trend #1 Local Search Results • Google pulls local listings from Google Places when you search with a geographic qualifier • Primarily B2C
    17. 17. Proprietary & Confidential 2010 © Be Found Online, LLC Trend #2 Personalized Search • When signed into Google, Google knows past search history and ISP location to serve tailored results.
    18. 18. Proprietary & Confidential 2010 © Be Found Online, LLC Trend #3 Instant Search
    19. 19. Proprietary & Confidential 2010 © Be Found Online, LLC Trend #4 Shift 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.
    20. 20. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    21. 21. Proprietary & Confidential 2010 © Be Found Online, LLC LOCAL SEARCH Beyond Keywords
    22. 22. Proprietary & Confidential 2010 © Be Found Online, LLC What is Local Search? • Local Search targets specific geographic locations through paid and organic tactics One Location Multiple Locations
    23. 23. Proprietary & Confidential 2010 © Be Found Online, LLC Where is Local Search? 23 But where does it come from?....
    24. 24. Proprietary & Confidential 2010 © Be Found Online, LLC Local Search 101 Local Search Results Local Search Results Local Paid Search Listings Local Submit Listings
    25. 25. Proprietary & Confidential 2010 © Be Found Online, LLC Primary Data Providers in Local Search
    26. 26. Proprietary & Confidential 2010 © Be Found Online, LLC Data Sources for Major Local Search Portals
    27. 27. Proprietary & Confidential 2010 © Be Found Online, LLC Local Search Ecosystem
    28. 28. Proprietary & Confidential 2010 © Be Found Online, LLC Distribution Trends • Google Still on Top • New Distribution Partners 2 Find a reliable mechanic Purchase a digital camera 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
    29. 29. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    30. 30. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    31. 31. Proprietary & Confidential 2010 © Be Found Online, LLC PAID SEARCH Beyond Keywords
    32. 32. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    33. 33. Proprietary & Confidential 2010 © Be Found Online, LLC 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)
    34. 34. Proprietary & Confidential 2010 © Be Found Online, LLC Keyword Strategy & Process 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 Paid Search
    35. 35. Proprietary & Confidential 2010 © Be Found Online, LLC Keyword Strategy & Process 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 Step 3: Keyword/Ad Group Assignment  Assign keywords by campaign and category  Assign Ad Copy & Keyword Insertion Research Refine Assign Paid Search
    36. 36. Proprietary & Confidential 2010 © Be Found Online, LLC Ad Copy Strategy • Prequalification • Strong calls to action • Value proposition • Offers
    37. 37. Proprietary & Confidential 2010 © Be Found Online, LLC Bid Management Types • Rules Based • Portfolio Based • ROI Strategies –ROAS Maximization –CPA Targets Bid Management Examples
    38. 38. Proprietary & Confidential 2010 © Be Found Online, LLC 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
    39. 39. Proprietary & Confidential 2010 © Be Found Online, LLC PAID SEARCH TRENDS Beyond Keywords
    40. 40. Proprietary & Confidential 2010 © Be Found Online, LLC Typical Publisher Allocation Strategy • Google still King •MicroHoo Means Business • Test early • Stay fluid • Microsoft adCenter is the new 2nd platform Paid Search
    41. 41. Proprietary & Confidential 2010 © Be Found Online, LLC 93M Unique Searchers 12.1% Share 1.9B Monthly Searches 118M Unique Searchers 18.3% Share Monthly Searches2.9B 158M Unique Searchers 30.4% Share Monthly Searches4.8B Source: comScoreqSearch May 2010 Paid Search The Search Alliance Brings Overall Growth in U.S. Search Share
    42. 42. Proprietary & Confidential 2010 © Be Found Online, LLC Social Ads vs Search Ads • Social PPC Similarities –CPC Buys –Text Ads • Differences –Paid Search Targets Keywords –Facebook Ads Target People
    43. 43. Proprietary & Confidential 2010 © Be Found Online, LLC Facebook Ads Targeting Target to exact audience •Gender: male & female •Age: 20 - 50 •Location: Chicago metro area, WI, IN, MI •Interests: banking, investments, insurance, accounting, law •Education: Undergraduate degree Separate ads for separate age groups: 20 – 30 yrs: enhance standing, promote within 40 – 50 yrs: start own financial planning business Point ads to website landing page or DePaul’s Facebook page Promote open houses and other events Add image for brand recognition Estimated $1.46 per click
    44. 44. Proprietary & Confidential 2010 © Be Found Online, LLC LinkedIn DirectAds Targeting Target to exact audience •Age: 25-54 •Location: IL, MI, WI, IN •Industry: Finance Can target job function and seniority Tailor ads to banking, insurance, financial services, etc. Add image for brand recognition
    45. 45. Proprietary & Confidential 2010 © Be Found Online, LLC ANALYTICS Beyond Keywords
    46. 46. Proprietary & Confidential 2010 © Be Found Online, LLC How Do I Measure SEO Success?
    47. 47. Proprietary & Confidential 2010 © Be Found Online, LLC What Can I Measure? • Campaigns • Event Tracking • Site Search • SEO/SEM • Custom Data • Goals
    48. 48. Proprietary & Confidential 2010 © Be Found Online, LLC Campaigns • Email • Display • SEO/SEM • Social
    49. 49. Proprietary & Confidential 2010 © Be Found Online, LLC Events • Downloads • Video Views • 3rd Party Clicks • Flash
    50. 50. Proprietary & Confidential 2010 © Be Found Online, LLC Site Search No science and no rockets, this simply tells us what users type into the on-site search box.
    51. 51. Proprietary & Confidential 2010 © Be Found Online, LLC Metrics • Keywords • Search Engines • Traffic • Stickiness
    52. 52. Proprietary & Confidential 2010 © Be Found Online, LLC Take Action
    53. 53. Proprietary & Confidential 2010 © Be Found Online, LLC Which Solution is Right for You? SEO Local Search Paid Search
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