Search Marketing: Optimizing for the Future
 

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Search Marketing: Optimizing for the Future Presentation Transcript

  • 1. Search Marketing: Optimizing for the Future Thursday, October 24 sponsored by::
  • 2. Our Sponsors
  • 3. Moderator Christopher Hosford East Coast Bureau Chief BtoB Magazine
  • 4. Housekeeping Submit Questions
  • 5. Housekeeping Download Slide Decks
  • 6. TWEET #B2BWC
  • 7. CUT THROUGH THE NOISE
  • 8. Panelist Serena Peterson SEO Manager Covario
  • 9. / COVARIO GOOGLE HUMMINGBIRD FOR B2B Serena Peterson, SEO Manager, Covario
  • 10. WHAT IS HUMMINGBIRD? On Sept. 26, 2013, Google announced a new algorithm to its search engine named Hummingbird. This allows Google to handle more complex search queries beyond a strict keyword basis. Complex search queries via natural language search will enable users to go beyond searching and move toward speaking.
  • 11. SHIFTING AWAY FROM STRICTLY KEYWORDS Paid Knowledge Graph Results Natural Search Engine Results (SERPS) The Hummingbird algorithm is designed to enhance the Google Knowledge Graph, a massive graph of realworld things and their connections. 11 / ©2012 Covario, Inc. All rights reserved.
  • 12. GOOGLE BECOMES AN ANSWER ENGINE Results based on graphed connections 100 billion searches are being made a month and 16% of searches every day are new. Hummingbird will help searchers answer questions and discover more. 12 / ©2012 Covario, Inc. All rights reserved.
  • 13. GOOGLE VOICE SEARCH IS EVERYWHERE Google’s Hummingbird algorithm when coupled with Voice Search can understand intent. Semantic qualifiers (what, why, when, where) in queries with multiple words will prompt cultivated results. 13 / ©2012 Covario, Inc. All rights reserved.
  • 14. CONVERSATIONAL SEARCH IN ACTION Standard search Voice Search Voice Search results will level the playing field. Niche content outranks top sites, such as Wikipedia and Drupal. 14 / ©2012 Covario, Inc. All rights reserved.
  • 15. B2B SEO CONTENT FOR HUMMINGBIRD
  • 16. DETERMINE B2B CONTENT GOALS KPIs Step 1 Lead Gen, Sales, Education, Awareness, Traffic Step 2 Step 3 Content Articles, Blogs, White Papers, Webinars, Reports, Case Studies, Social Posts, eBooks KPIs Content Distribution Distribution Websites, Blogs, Social Media Platforms, Downloads 16 / ©2012 Covario, Inc. All rights reserved.
  • 17. CULTIVATE SEO KEYWORDS FOR TOPICS Topical target term Once KPIs are established, perform Keyword Research to identify topical reference terms to build out seed list of natural language variations. 17 / ©2012 Covario, Inc. All rights reserved.
  • 18. GO LONG TAIL WITH SEED LIST Utilize qualifiers Keyword Search Volume cms software free cms software cms software downloads cms software consultant how do i find a cms consultant in new york city - Conversion Rate + Share all seed terms pre-launch with content marketing team and editorial for natural integration. 18 / ©2012 Covario, Inc. All rights reserved.
  • 19. MARK IT UP FOR RICHER RESULTS B2B marketers can leverage schema.org markup for products, ratings, reviews, authors, events, locations and videos. Sites that implement structured mark up can see a 20-30% increase in click-through rates. Bread crumb and rating mark up featured 19 / ©2012 Covario, Inc. All rights reserved.
  • 20. BE MOBILE, YOUR AUDIENCE IS! Percentage of Internet Use Worldwide Percentage of Search 2013 mobile internet use should approach 20% and mobile search 33%. Dynamically serve content based on the user’s intent that enhances all user experiences, including local and mobile. 20 / ©2012 Covario, Inc. All rights reserved.
  • 21. CONNECT VIA AUTHORSHIP & GOOGLE+ Companies can use Publisher when not relying on public authors Authorship markup helps Google find and present relevant authors and experts in Google search results. 21 / ©2012 Covario, Inc. All rights reserved.
  • 22. DISTRIBUTE IN RELEVANT PLATFORMS Natural Language CONTENT Customize content and select the correct platform (no multi-platform blasts). The key is tailoring the natural, long form content to the correct audience. 22 / ©2013 Covario, Inc. All rights reserved.
  • 23. RESOURCE LINKS
  • 24. GO INSIDE SEARCH FROM GOOGLE http://www.google.com/insidesearch/howsearchworks/thestory/ 24 / ©2012 Covario, Inc. All rights reserved.
  • 25. FREE DOWNLOAD FROM COVARIO http://www.covario.com/download-googles-hummingbird-update/?mtag=batb 25 / ©2012 Covario, Inc. All rights reserved.
  • 26. THANK YOU! 26 / © 2012 Covario, Inc. All rights reserved.
  • 27. Panelist Ray "Catfish" Comstock Director, SEO BusinessOnline
  • 28. Google Changes to Keyword Not provided Understanding Performance Changes Ray “Catfish” Comstock
  • 29. Agenda //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Address changes to Google Keyword Not Provided + What it happened? + What it means? + What can we do? BusinessOnline Recommendations + Expand number of keywords for rank checking + New SEO performance metrics + Immediate education plan @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 30. Changes to Keyword Not Provided //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent What Happened? Google now redirects all users to a secure search page which will block all keyword referral data from any analytics platform. What this means: + Changes only affect how we measure and report SEO performance + Organic traffic from Google can no longer be tracked at a keyword level via analytics + There will be a limited amount of keyword referral data available in Google Webmaster tools + No longer have visibility into traffic numbers + + + Brand / Non Brand Long Tail Performance By Keyword Group + Decrease in visibility for new keyword opportunities @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 31. What it Means to Marketers //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent Immediate Impact: + Measuring and understanding SEO performance is now more difficult and not 100% accurate + The cause of SEO traffic changes over a given time period can no longer be directly measured + Marketers will have to rely on KPI trends to understand performance changes in lieu of the data that is now gone @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 32. Reaction to 100% Keyword Not Provided //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// On Monday, September 23rd 2013 Google Announced 100% Keyword Unavailable Now Permanent How to Measure SEO Performance Going Forward: + Expand the number of client keywords that we track rankings for + Develop a new set of metrics for SEO performance reporting + Education program for new SEO landscape @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 33. BusinessOnline Recommendations How to Address the lack of Visibility in Keyword Search Activity
  • 34. Expand Number of Keywords for Rank Checking //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Increase visibility to overall keyword portfolio Keyword Rankings Gain in Prominence: + Keyword rankings are now the only way to understand keyword level performance (except Google Webmaster Tools data) + Keyword rankings should be checked for any historical keywords that have driven significant traffic URL Level Keyword Rankings Very Important: + Correlating URL level traffic changes to keyword ranking changes is now critical to understand performance changes + The more URL specific keyword rankings that are available for analysis, the more insight that will be available into SEO performance changes @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 35. New SEO Performance Metrics //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Develop a New Set of Priority Metrics for SEO Performance Adapt reporting to bring in new KPIs to replace Google keyword data Ranking, traffic and conversions + Total traffic + Page level traffic changes + Expanding keyword rankings + Leveraging historical data / PPC data + Google Webmaster Tools Additional metrics + Ranking by geography + Link management + Internal link changes + Historical page changes + Competitive analysis @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 36. New SEO Performance Metrics //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Develop a New Set of Priority Metrics for SEO Performance A sample SEO URL performance reporting structure might look like: URL: http://www.example.com Total Traffic: Last Period: xxxx Current Period: xxxx Change: +/- xxxx Rankings Last Period: #4 Current Period: #1 Traffic Last Period: xxx Current Period: xxx Change: xxx Keyword 1: Change: +3 (***traffic numbers only if they exist in GWT) Keyword 2: Rankings Last Period: #10 Current Period: #6 Change: +4 Traffic Last Period: xxx Current Period: xxx Change: xxx (***traffic numbers only if they exist in GWT) ETC @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 37. SEO Education Program //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Explaining the new changes to our clients SEO Education for All Team Members + Update team members on new Google changes + All searches secure + Historical data affected by keyword unavailable + Update team members on implications of changes + Keyword level reporting no longer possible + Year over year keyword performance data no longer relevant + Explain how to measure SEO performance + Roll out new report dashboards + Implications of new KPI metrics @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 38. Summary //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Google Change to 100% Keyword Unavailable Affects: + How you measure SEO performance + How you react to performance changes New Metrics Prioritized: + Year over Year Traffic + URL Level Traffic + Google Webmaster Tools Keyword Data + Expanded Keyword Rankings Immediate Action Plan: + Change KPIs / Develop New Dashboards + Educate Team MembersVisibility in Keyword Search Activity @BOLOptimized © 2013 BusinessOnline. All rights reserved.
  • 39. Q&A
  • 40. We’re Sorry We are experiencing technical difficulties. Please stand by.