Search Marketing Basics - OMI 2012
Upcoming SlideShare
Loading in...5
×
 

Search Marketing Basics - OMI 2012

on

  • 1,290 views

Adam Proehl's presentation from OMI Bootcamp 2012 on Search Marketing Basics.

Adam Proehl's presentation from OMI Bootcamp 2012 on Search Marketing Basics.

Statistics

Views

Total Views
1,290
Slideshare-icon Views on SlideShare
1,285
Embed Views
5

Actions

Likes
1
Downloads
11
Comments
0

1 Embed 5

http://pinterest.com 5

Accessibility

Upload Details

Uploaded via as Adobe PDF

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

    Search Marketing Basics - OMI 2012 Search Marketing Basics - OMI 2012 Presentation Transcript

    • Online Marketing Institute Get Smarter. Get Certified. www.omicertified.comSearch Engine Marketing Basics Adam Proehl Managing Partner, NordicClick Interactive @adamproehl
    • Pinch Hitter@adamproehl 2
    • About Me • In Online Marketing since 1997; specialize in complex & multi- channel sales • Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis • Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA, and others • Instructor at the Online Marketing Institute • Long Suffering Minnesota Sports Fan@adamproehl 3
    • About this Session Is: • An Intro – a get started • Stuff you can do today • 101 level stuff • Cram session Is Not: • Advanced level stuff • Chart overload@adamproehl 4
    • Notes Before We Begin@adamproehl
    • Agenda Overview: State of Search & a History Lesson Getting Started & Keyword Research Search Engine Optimization (SEO) Cost Per Click (CPC) Tools & Tricks@adamproehl
    • @adamproehl 7
    • Then………1998@adamproehl 8
    • Then………1998@adamproehl
    • Now……. 2012@adamproehl 10
    • Now – 2012 InstantLocation@adamproehl
    • Now – 2012@adamproehl
    • Logged Into Google Now – 2012 Search plus your world@adamproehl
    • Google: Major Change History BG (Before Google) Launch 1999 First Paid Advertising 2001 1998 2000@adamproehl
    • Google: Major Change History NoFollow Boston Allegra Cassandra Bourbon Dominic XML Sitemaps Esmeralda Personalized Search Fritz Gilligan Supplemental Index Google Local / Maps 2002 Florida 2004 Jagger Big Daddy 20061st Documented AustinUpdate Brandy(No Name Given) 2003 IPO 2005 Supplimental Update False Alarm@adamproehl 15
    • Google: Major Change History Social Signals Negative Reviews Instant Previews Google Instant Brand Update Google Suggest Caffeine (Rollout) Search + Your World Dewey MayDay January 30 Pack Google Places 2007 2009 2011 Overstock.com Penalty Attribution Update Panda / FarmerBuffy The +1 Button Panda 2.0UniversalSearch 2008 2010 Panda 2.1 Schema.org 2012 Panda 2.2 Google + Real Time Panda 2.3 Caffeine Panda 2.4 (Global) “Rel-Canonical Tag” Expanded SiteLinks Vince Pagination Elements 516 Algo Updates Panda 2.5 Panda “Flux” Query Encryption Freshness Update@adamproehl 10 Pack of Updates Panda 3.1
    • Search 2012@adamproehl 18
    • Search 2012 – Market Share@adamproehl 19
    • Success in Three PhasesI. Pre Click@adamproehl
    • Success in Three PhasesII. Post Click@adamproehl 21
    • Success in Three Phases III. Post Visit Close the Loop – Especially in B2B!@adamproehl
    • Mindset for Search@adamproehl
    • Benchmarking Benchmark • Determine success metrics • Document goals • Measure & Track – Referring keywords – Overall site traffic – Organic search metrics – Link popularity – Google Page Rank – Quality of Traffic – Conversions@adamproehl
    • Benchmarking Competitive Analysis • Determine your top 3-5 competitors and benchmark • Analyze how they’re doing from an SEO standpoint • Which keywords are they optimizing for & how do they rank? • How many pages do they have indexed. • Do they aggressively utilize Social Media, Blogs, etc. • What’s their link popularity and Google Page Rank?@adamproehl
    • BenchmarkingEasy Tool: www.marketinggrader.com 26
    • BenchmarkingEasy Tool: www.woorank.com 27
    • Benchmarking See anything missing? “Ranking Reports – like a mood ring”@adamproehl 28
    • Keyword Research@adamproehl
    • Keyword Research Picking: - How does your audience think? - Do they know your jargon? Maybe - How do they think? - Problem Statements - Product Focused - Industry terms?@adamproehl 30
    • Keyword ResearchExample: Medical Devices • Doctors • Patients • Caregivers • Media 31
    • Keyword Research – Getting StartedBefore using a Keyword Research Tool:- Survey Data- Emails (Support & Inquiries)- Lead Qualification- Competitive Analysis- Your own analytics (if applicable)- Social Media 32
    • Keyword ResearchTool: Soovlewww.soovle.com 33
    • Keyword Research www.wordle.netTool: Wordle@adamproehl 34
    • Keyword Research@adamproehl 35
    • Keyword ResearchTool: Google Instant@adamproehl 36
    • Keyword ResearchTool: Adwords Estimator@adamproehl
    • Keyword Research Tool: Social Mention How Audience Talks Articles Experts@adamproehl 38
    • Keyword Research Keyword Demand • Avoid the big dollar / high traffic terms • Long-tail (3 words are more) will often perform best • Ask yourself what are the keywords that you can realistically have success on?@adamproehl
    • Keyword Research Tools • Free o Google AdWords o AdCenter – Leverage Bing & MSN o Soovle (Instant type search) o Wordle – Create a Keyword Cloud out of anyting o Social Mention – Social Media • Paid o Raven (SEMRush, AdWords & WordTracker) o KeywordSpy – Research with ROI tools o SpyFu – Competitive research tool o WebCEO – Find detail keywords in META data@adamproehl
    • SEO What is it?@adamproehl 41
    • SEO – What is It? Nope@adamproehl 42
    • SEO – What is it? Nope againImage Credit: TVT Ropes.org 43
    • SEO – What is it? Don’t go there@adamproehl 44
    • What is SEO? Search Engine Optimization (SEO) is a common sense way of organizing and displaying your Website’s content to be properly indexed by the Search Engines.@adamproehl
    • What is SEO?SEO Effectiveness • Search Engine Marketing spending on SEO to increase by 250% from 2008-2013 • SEO viewed as most effecting tactic for generating conversions@adamproehl
    • SEO Process Technical Content Local Search Links Optimization Development Increasing the Optimization To identify any Displaying and quantity and most Ensuring that your issues that will organizing your importantly, location(s) are prevent search content and quality of in- submitted and engines from keywords for the bound links to listed on local indexing your Web search engines to your site. search and pages. index . mapping sites. Search Engine Optimization@adamproehl
    • SEO - Technical Best Practices • Sitemaps (XML, HTML, Video) • Robots.txt • Dublin core • Geo tag • Page speed • 301 redirects Not voodoo, just technobabble!@adamproehl
    • SEO - Technical Red Flags • Canonicalization / www Resolve • Duplicate content • URL structure • Dynamic content • Flash • Inline styles • 302 redirects • W3C validity@adamproehl
    • SEO - Technical Tools • Google Webmaster Tools • Yahoo Site Explorer – Comprehensive Web Tools • SEOMoz (Free & paid tools) • Raven Tools (Quality, Design and Research Assistant) • Woorank – SEO and Web site grader • Metamend – SEO Tools@adamproehl
    • SEO Process Technical Content Link Local Search Optimization Development Building Optimization To identify any Displaying and Increasing the Ensuring that your issues that will organizing your quantity and most location(s) are prevent search content and importantly, submitted and engines from keywords for the quality of in- listed on local indexing your Web search engines to bound links to search and pages. index . your site. mapping sites. Search Engine Optimization@adamproehl
    • SEO - Content Content Hierarchy • Site architecture should Black Leather Shoes be logical and user Dress Shoes Brown Leather friendly Shoes • Organize content in Suede Shoes thematic sets based Men’s Shoes Casual Shoes around target keywords Two Tone Shoes and core offerings • URL structure should Shoe Polish match content hierarchy Shoe Care Accessories 52@adamproehl
    • SEO - Content META Data • META data is used for indexing by search engines and are used in SEO rankings. - Title tags - Description tags - Keywords tag - ALT tag - H tags 53@adamproehl 53
    • SEO - Content Content Optimization • 200 – 300 words per page. • Focus on 1 – 3 core phrases per page • Minimum 2 – 4% keyword density • Group content together in thematic sets based on keywords@adamproehl
    • SEO Process Technical Content Link Local Search Optimization Development Building Optimization To identify any Displaying and Increasing the Ensuring that your issues that will organizing your quantity and most location(s) are prevent search content and importantly, submitted and engines from keywords for the quality of in- listed on local indexing your Web search engines to bound links to search and pages. index . your site. mapping sites. Search Engine Optimization@adamproehl
    • SEO – Link Building About Link Popularity • Link popularity is a very important factor in search engine ranking. Search engines view Web sites with good link popularity as authorities in their subject matter. • Quantity and most importantly, QUALITY of in-bound links to your site.@adamproehl
    • SEO – Link BuildingLink Building Process• Link Analysis • Benchmark current link popularity & number of in-links • Competitive analysis • Conduct a back link analysis• Strategy Development • Ideas for linking partners • Existing link analysis and optimization • Creative brainstorming• Tactical Implementation • Research • Contact • Report@adamproehl
    • SEO – Link BuildingRed Flags• Link Dilution • Focus on one domain(WWW)• Site Migration to New Domain • 301 redirect old URLs• Link Farms • Jeopardize rankings• Link Volume vs. Relevancy • Quality and relevancy more than quantity@adamproehl
    • SEO – Link BuildingLinking Strategies .• Low Hanging Fruit • Back Link Analysis on Competing Sites • Optimization of Existing Links • Missed Opportunities • Directories • Coupons, Contests & Freebies • Google +• Public Relations • Editorial • Press Releases@adamproehl
    • SEO – Link BuildingLinking Strategies• Strategic Thinking • Link Research • Local & Regional • Product Reviews • Business Partners• Social Media • Blogging • Digital Asset Optimization • RSS & Blog Directories@adamproehl
    • SEO – Link BuildingQuick Wins• LinkedIn (allows you to customize link anchor text)• Google Plus• Pinterest• DMOZ• Yahoo Directory & Local• Best of the Web• Joe Ant• Business.com• Google Maps• Flickr• Local Chamber of Commerce• Better Business Bureau• Local library@adamproehl
    • SEO – Link BuildingBest Long Term Mindset:Just create really coolstuff that people willwant to share and linkto!@adamproehl
    • SEO – Link Building Tools & Resources Link Popularity • SEOMoz Linkscape - seomoz.org/linkscape • Yahoo Site Explorer - siteexplorer.search.yahoo.com • Market Leap - marketleap.com/publinkpop/default.htm Back Link Analysis • SEOBook Link Harvester - tools.seobook.com/link-harvester • Back Link Analyzer - tools.seobook.com/backlink-analyzer Web site Contacts • Easy Who Is - easywhois.com • Go Daddy Who Is - who.godaddy.com/WhoIsCheck.aspx@adamproehl
    • SEO Process Technical Content Link Local Search Optimization Development Building Optimization To identify any Displaying and Increasing the Ensuring that your issues that will organizing your quantity and most location(s) are prevent search content and importantly, submitted and engines from keywords for the quality of in- listed on local indexing your Web search engines to bound links to search and pages. index . your site. mapping sites. Search Engine Optimization@adamproehl
    • SEO – Local Search Local & Global Search Are Linked Local Search Core Components • Google Places Optimization • Bing Business Portal • Submission to Trusted Providers • Reviews • Check In’s@adamproehl
    • SEO – Local Search Google Places Google Places is Google’s Local Search Engine o Claim & optimize your listing o Upload images and videos o Obtain reviews o Add Calls-to-Action@adamproehl
    • SEO – Local Search Bing Business Bing Business Portal is their Local Engine o Claim & optimize your listing o Add company specific info and CTA’s o Build Mobile site with QR code@adamproehl
    • SEO – Reviews Reviews Reviews Matter Like a lot@adamproehl
    • SEO – Local Search Trusted Providers There are hundreds of other Local Search Sites • Search Engines • GPS & Geo navigation • Online Yellow Pages • Social Networks • Portals and Guides • Cell Phones and Mobile • 411 Directories@adamproehl
    • SEO – Local Search Tools • Google Places • Bing Business Portal • Universal Business Listing • getListed.org • Geo Meta Tag Generator • Geo Sitemap Generator • FourSquare@adamproehl
    • Paid Search@adamproehl 71
    • Paid Search Marketing About Paid Build a Bid & Budget Advanced Search Campaign Managment Optimization A form of Creating a Managing your Maximizing local, Interactive campaign that advertising e-commerce, re- advertising that utilizes keywords expenditure to marketing and lets you promote & ads that new maximize the post-click your business on customers will quality and optimization to search engines. click. quantity of clicks. increase leads. Paid Search Marketing Process@adamproehl
    • About Paid Search Paid Search Effectiveness • 49% of marketers are continuing to increase spend • 68% are paying at least $.20 per click • Google still king • Bing effectiveness, still behind Google, but gaining • Biggest spenders are doing more with BingSource: Internet Retailer July 2011@adamproehl
    • About Paid Search What is Paid Search (PPC) • Search Placement on a Partial* Pay for Performance Model Basis • Clicks@adamproehl *Not Conversions or Sales 74
    • About Paid Search How Does Paid Search (PPC) work • Someone searches • Your ad shows • You pay for the click • Stop & Start when you chose (time of day, day of week, etc.) • Control what you promote and which keywords trigger • Target potential customers by country, state, city or zip code@adamproehl 75
    • About Paid Search Paid Search Networks • Google AdWords • Microsoft AdCenter (Bing/Yahoo) • Facebook & LinkedIn • Comparison Shopping Sites (Google Merchant Center, Shopping.com, Shopzilla, NexTag, BizRate, etc.) • Hundreds more….@adamproehl 76
    • About Paid Search@adamproehl 77
    • Paid Search Marketing About Paid Build a Bid & Budget Advanced Search Campaign Management Optimization A form of Creating a Managing your Maximizing local, Interactive campaign that advertising e-commerce, re- advertising that utilizes keywords expenditure to marketing and lets you promote & ads that new maximize the post-click your business on customers will quality and optimization to search engines. click. quantity of clicks. increase leads. Paid Search Marketing Process@adamproehl
    • Build a CampaignPaid Search Setup• Three levels: • Account • Campaign • Ad Group• Account = unique e-mail• Ad Campaigns control the budget• Ad Groups contain a set of ads and a keyword list the will trigger ads@adamproehl 79
    • Build a Campaign Campaign Ad Group Keywords@adamproehl 80
    • Build a CampaignText Ad Basics Example Ad• Headline – The first line that links to your Web site (25 characters)• Copy Text – Two lines that describe your text or service• Display URL – Your Web site• Destination URL – The URL that will click through to your landing page.@adamproehl 81
    • Build a Campaign Keywords • Research is king. Remember the earlier slides? • Categorize keywords into different ad groups by similar core words • Ads and Landing Pages must contain keywords highly relevant to searched term@adamproehl 82
    • Build a Campaign Positioning • You cannot buy your way into the top spot • Relevance - the usefulness of information (such as an ad, keyword, or landing page) to a user. • Quality Score - measure how relevant your keyword, ad group, and webpage is to a users search.@adamproehl 83
    • Build a Campaign Click Objective • E-Commerce – Direct clicks with the goal of driving customer to purchase your products or services • Leads- Click through to a “Action Oriented” page that provides general sales copy along with a form • Branding – Goal of a high number of ad impressions with clicks driving to the home page to promote your brand • Tracking – Ensure that you have Web Analytics Properly installed on your site in order to track results@adamproehl 84
    • Paid Search Marketing About Paid Build a Bid & Budget Advanced Search Campaign Management Optimization A form of Creating a Managing your Maximizing local, Interactive campaign that advertising e-commerce, re- advertising that utilizes keywords expenditure to marketing and lets you promote & ads that new maximize the post-click your business on customers will quality and optimization to search engines. click. quantity of clicks. increase leads. Paid Search Marketing Process@adamproehl
    • Budget & Bid Mgmt. Budget • Setting a higher budget will result in more ad impressions and clicks • Your ads will appear as frequently as possible for your keywords. • Increased budget does NOT guarantee top position@adamproehl 86
    • Budget & Bid Mgmt. Bids (CPC) • Higher CPCs help your ads appear among top positions in Google search results • Bidding for top positions will yield higher click-through rates (CTR) • Top positions do NOT guarantee higher conversion rates@adamproehl 87
    • Budget & Bid Mgmt. Return on Investment (ROI or ROAS) • The main goal of every campaign should be to maximize ROI / Return on Ad Spend (ROAS) • The components of PPC ROI are: • Cost Per Click (CPC) • Conversion Rate (CR) • Average Order Value (AOV) • Free calculators online@adamproehl 88
    • Paid Search Marketing About Paid Build a Bid & Budget Advanced Search Campaign Management Optimization A form of Creating a Managing your Maximizing local, Interactive campaign that advertising e-commerce, re- advertising that utilizes keywords expenditure to marketing and lets you promote & ads that new maximize the post-click your business on customers will quality and optimization to search engines. click. quantity of clicks. increase leads. Paid Search Marketing Process@adamproehl
    • Advanced Optimization Location Extensions • Your ad will appear with a location extension and drop down menu to display your map and information • Google Places needs to be linked to your account@adamproehl 90
    • Advanced OptimizationAd Site Links• Include up to 4 additional links to deeper content on your site beyond the main landing pagePhone Extensions• Enables your customer to click and call your business from your text ad on their mobile phone@adamproehl 91
    • Advanced OptimizationProduct Extensions• Allows you to leverage your existing Google Merchant Center account to highlight your products directly within your ads.@adamproehl 92
    • Advanced Optimization Product Ads – Merchant Center Link In order to participate in Product Ads there needs to a link from the AdWords account to a Google Merchant Center accounts which has been completed.@adamproehl
    • Advanced OptimizationEnhanced CPC:• An automatic bidding feature that modifies your max CPC bid for each click based on the predicted likelihood that your ad will convert.• Increase in conversions and conversion % leads to increased revenue Max CPC@adamproehl 2
    • Advanced Optimization At Google scale Re-marketing / Content Network: Re-targeting • 80%+ Internet User Reach • 4.3B Daily Page-Views • 705M Monthly Visitors • Hundreds of thousands of sites Users who have visited your web site Serve ads on the Google Display Network to users who previously visited your Web site.@adamproehl 9
    • Buying your Brand Terms 1 + 1 = 3! Paid ads supplement performance of organic search % New Visitors to Site Example: Organic Search 52% Sponsored Links 64% 12% Increase@adamproehl 96 96
    • Paid Search Advanced - Mobile • Automatic App Icons – on click-to- download ads • +1 on Ads • Auto-enhanced Click-To-Call – New Mobile automatically creates phone extensions Ad Formats on mobile when detecting a phone number within ad text now available to help strengthen your mobile • Instant Preview Ads ad campaigns • Store Locator Format • Bid by Distance – BETA – allows you to bid more for users who are nearby your location • Mobile App Extension - BETA@adamproehl 97 97
    • Paid Search – Tablet TargetingTake advantage of the rapidly growing amount of tablet users by targetingthe Exact Kind of Tablets you want with new and advanced options in yourAdWords account You’re now able to have more granular control by selecting specific operating systems to target@adamproehl 98
    • Paid Search – Videos Promoted Videos • Now eligible to appear on search results for: • Google.com • Google Video • m.youtube.com in the US@adamproehl 99
    • The Wallpaper Effect Paid Local Organic Defensive SEM • Utilize Paid Search, SEO and Social Media to Blog create a “Wallpaper Effect” that dominates Linkedin the front page of a Search Engine Case Study • By dominating and controlling the front page you push down negative comments and badCareers press from other Web sites Facebook@adamproehl
    • Paid Search Tools • Competitive and Keyword o Google AdWords - Tools & Editor o KeywordSpy – Research with ROI tools o SpyFu – Competitive research tool o SEOBook Tools o AdWords Wrapper • Paid Search Management Software o Kenshoo o Marin@adamproehl
    • Measure & Improve Constantly do this. Don’t ever Stop!@adamproehl 102
    • Summary Time • Think “Success in Three Phases” (pre-click, post-click, post visit) • Keywords are about how your audience thinks • SEO not Magic or Voodoo, just sound marketing & a little technobabble • PPC  Continues to Grow – Opportunities abound • Constantly measure & improve@adamproehl 103
    • Questions?@adamproehl 104
    • Appendix 105
    • Paid Search Advanced - MobileMobile Statistics• By 2014 Mobile usage will overtake desktop internet usage• 1.08 Billion smartphones leading the way• iPad and other Tablets along with apps are changing the way people surf 106
    • SEO & Social Authority – TrendsTrends in 2012• Facebook shares and comments are more important than likes• Google+ Becoming a big factor• Use of Google +1 changes results• Web Page Authority Vs. Human Authority• PageRank, Meet Social Rank?• Who You Are On Twitter Counts
    • SEO & Social Authority – FacebookFacebook & SEO• Social Metrics are Well Correlated with Higher Rankings• Pages that earn tweets + Facebook shares also correlate well with earning links, and send direct traffic• Facebook Shares are more Valuable than Likes• Likes are still important as they convey great signals of quality 10 8
    • SEO & Social Authority – Facebook Ads Targeting: • Location • Language • Demographic (Age, Gender) • Interest Targeting - Precise Targeting (shown): Likes/Interests /Occupations (keywords most common to your target) - Broad Targeting: General category • Connection targeting - Targeting connections (informative) - Excluding connections - Friends of connections • Relationship Status • Education & Workplace targeting10 9
    • SEO & Social Authority – Google +1 Google +1 Button • +1 Helps discover relevant content • Content recommended by friends is more relevant • When a +1 button is added Google assumes you want your page publically available and visible in Google Search results • CarSoup does not have +1 results 11 0* http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194
    • SEO & Social Authority – Google+ Google+ Impact on SEO • Google+ pages have begin to show up in primary search results • Direct Connect (beta) lets people enter + followed by the name of your page in Google search to get directly to your Google+ page. • Use the +1 button to have others recommend your brand • Be prepared for full rollout 11 1* http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194
    • SEO & Social Authority – Google+Google+ SEO • Profile – Fill out completely • Tagline – Keep your tagline to about 30 characters. • Posts – Allow publicly visible. • Influence – Participate in the Google+ community across as many networks as possible • AdWords – Linking your page will give you credit for any +1’s that you receive on ads. • Link your website to your Page – Also link your other Social profiles such as Twitter, Facebook, Linkedin, etc. • Activity – Social Authority relies on activity and profile completeness 11 2