Search and Social Media Marketing Course Slides - Salford Universtiy

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Slides from Delineo Head of SEO Phil Morgan's session at SEO Training: Search and Social Media Marketing Course from Salford University. http://www.searchmarketing.salford.ac.uk/

Slides from Delineo Head of SEO Phil Morgan's session at SEO Training: Search and Social Media Marketing Course from Salford University. http://www.searchmarketing.salford.ac.uk/

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  • 1. Search & Social Media Week 1 | 20th September 2012 Phil Morgan
  • 2. About Me• Head of Search at Delineo• Been working in search for over 5 years, primarily as an SEO• Worked in-house and agency-side• Computer Science background (bit of a techie)• 1st Class BSc (Hons) Computing – Multimedia Systems – Leeds Metropolitan University• MSc Computer Science – Liverpool University @philipmorgan phil.morgan@delineo.com
  • 3. About Delineo• Established in 1982• 40+ people over 2 locations• Top 50 agency outside London• In the top 5% of all creative agencies nationally• Winner of 2 RAR 2012 awards• Winner MI Network award 2011• Voted in the top 3 of The Co-operative‟s roster of agencies© Delineo 2012 no ideas, information or material to be reproduced without written permission
  • 4. Overview • Current Search Landscape • What is an Algorithm update? • Developing a Keyword Plan • Importance of Forecasting & Keyword Targeting • Blog Writing – implementing keywords… • Measuring ROI – Google Analytics Key Metrics • Case studies including key metrics • Cool New Features of Google Analytics • Blogs and Twitter Users to Follow
  • 5. Current State of Search – Google Still Kinghttp://www.koozai.com/blog/search-marketing/search-engine-market-share-statistics-january-2012/ “Google dominates mobile advertising with 95% market share for search ads and 52% market share for all types of mobile ads, according to eMarketer. The number of paid clicks on Google ads increased 42% over last year.” http://www.nytimes.com/2012/07/20/technology/google-continues-growth-and- growing-pains.html?_r=0
  • 6. Google’s Search Algorithm –What is an Update? More than just Pandas and Penguins
  • 7. Google’s Search Algorithm• Updates form a core part of Google‟s search algorithm• Often „Quality‟ related• Panda affected 1% of all searches• Penguin affected 3.1% of searches• Other updates have included • Vince (2009) – Favour big brands • May Day (2010) – Impact on long- tail, precursor for Panda • Venice (2012) – Integration of local search data
  • 8. Google’s Search Algorithm – Why so scared?• ALWAYS changing and tweaking• Effects of algorithm changes can be easier to detect than manual changes (penalties)http://searchengineland.com/google-lowers-boom-on-ehow-com-73327
  • 9. It All Starts with a Solid Keyword Plan
  • 10. Where to Start with Keyword Research? • Think core services • Use Site Structure • Highest margin / Most profitable products • Vanity (can be called brand awareness) • Competitiveness • What‟s the likely time investment vs. return? • Is the site new or well established?
  • 11. Excel Is Your Friend • CSV‟s, VLOOKUP, Tables…
  • 12. Google Muscle Can Help Here! • Google AdWords Keyword Tool • Google Traffic Estimator – More accurate data for PPC Campaigns • Google Analytics – what‟s performing well and might just need a boost • Google Insights for Search – What‟s the demand like between keywords • AdWords Campaign Data (if you‟re lucky)
  • 13. Google Insights for Search • Judge keyword demand / seasonalitywww.google.com/insights/search
  • 14. Utilise Google Suggest • UberSuggest • Its free! • Great for keyword ideas • Easy export to text document • Utilises Google Suggest so there‟s a good chance there will be some search volumewww.ubersuggest.org
  • 15. Google AdWords Keyword Tool • Best tool for search volumes (in my opinion) • Drop in all keywords you‟ve found so far • Use exact match to get a good idea of what has volume and what doesn‟t • Export everything to Excel! • Combine with bing to see what competitors are doing…https://adwords.google.com/select/KeywordToolExternal
  • 16. Google AdWords Keyword Tool • Enter core keyword into Bing • Grab the URL from the search result
  • 17. Google AdWords Keyword Tool • Drop this URL into the website box in AdWords Keyword Tool • See what the top 10 sites are optimising for and add to list
  • 18. Refining Your List - Short Tail vs. Long Tail (BuyingCycle) • Balanced keyword portfolios are best • Think about short term and long term targets • Lots of products – may benefit from long-tail strategy
  • 19. The Importance of Forecasting and ROI• What does a number one ranking mean in terms of revenue and ROI? Are they still the right keywords?• Speaking a clients language (£££)• Tricky in terms of SEO • 7-pack results • Local results • Video • AdWords• Provide a starting point and refine as data becomes available
  • 20. SEO and ROI• Local UK search volume (Google Keyword Tool)• SEO Click Through Rate (http://www.slingshotseo.com/resources/white-papers/google- ctr-study/)• Website Conversion Rate• Average Order Value Search Vol. x CTR x Conv. Rate x Ave. Order Value = SEO Revenue
  • 21. Refining Forecasts and Setting Expectations• Use as much data as you can get your hands on • Google Webmaster Tools • Conversion Rates at Product Levels• Target keyword list should include: • Long term short tail keyword targets • Short term „quick wins‟ • Existing keywords that need push (nearly 10% CTR difference between position 1 and position 2)
  • 22. A guide to blogging• Regular website content• Wordpress/Blogger• 250-500 word posts on topics relevant to your industry• Space to write about news/industry topics/comment/opinion• Traffic driver from social networks• SEO benefits – Internal links
  • 23. Good content topics• Top 10 ways to…• My thoughts on…• How do you…Tips and techniques• Share on social networks• Be professional• What will your intended audience be interested in?
  • 24. Key Search Metrics • Revenue! • Non-brand aware search traffic • Non-paid, non-brand aware keywords • Conversion Rate • Exit Pages (Pain Points) • Creating Visitor Personas and Profiles
  • 25. Visitor Persona – Real World Example Measure the overall quality of traffic Used to evaluate the customer journey by including specific pages
  • 26. My Recommended Reading• Distilled Excel for SEO • http://www.distilled.net/excel-for-seo/• Google Webmaster Videos • http://www.youtube.com/user/GoogleWebmasterHelp• Search Engine Land • http://searchengineland.com/Books• The Art of SEO (Eric Enge)• Web Analytics 2.0 (Avinash Kaushik)
  • 27. Twitter • Ross Hudgens @RossHudgens • Jason Acidre @jasonacidre • Matt Cutts @mattcutts (Head of Google WebSpam Team) • Econsultancy @Econsultancy • David Mihm @davidmihm (Local SEO Expert) • Tom Mason @totmac (Delineo Head of Social Media) • Richard Baxter @richardbaxter (SEOGadget) • State of Search @stateofsearch (Search & Social Blog) • Blueglass @blueglass (US Search Agency – Great Blog) • Delineo @delineo • Me! @philipmorgan
  • 28. Questions? @philipmorgan phil.morgan@delineo.com