Enhancing Your SEMCampaigns to Boost Revenues   Presented by:   Kent Lewis (@KentLewis) #SEMAOMC   President & Founder   A...
About Anvil Media & FormicMediaAnvil Media, Inc. is digital marketing agency specializing in searchengine marketing servic...
About AnvilFounded in 2000, currently 14 employees & 50+ clients100% of account team Google AdWords & Analyticscertified10...
AgendaSearch Engine Optimization (SEO)Pay-per-Click (PPC)Local Search & SocialConversion OptimizationResourcesQ&A
Search Engine Optimization
2011 Search Ranking Factors                              6
Future Search Ranking Factors                                7
The 3 Cs of SEO    Content     Code   Credibility                  8
Content: Media-agnostic                          9
Content: User Experience Design                                  10
Code: Mobile               11
Code: Mobile•   Optimizing for Mobile    •   No Flash & larger buttons (with spacing)    •   Contact information in footer...
Credibility: User Reviews                            13
Credibility: Click-Thru Rates                                14
Credibility: Website Traffic                               15
Case Study: Race Ramps                         16
Race Ramps: Domain Credibility                                 17
Race Ramps SEO Recommendations                                 18
Pay-per-Click Advertising
Popular PPC Platforms
The PPC Experience
Google Quality Score Ingredients•   Matched keyword’s click-through rate (CTR) on Google•   Relevance of the keyword and a...
The PPC Process
PPC: Sample Text Ads                       24
PPC: Sample Landing Page 1                             25
PPC: Sample Landing Page 2                             26
PPC: Sample Landing Page 3                             27
Advanced PPC Strategies•   Targeting    •   Geographic    •   Local listings•   Enhanced/expanded listings    •   Navigati...
Local Search & Social
Local Search: Game Changer•   20% of all searches have local intent (2B/mo)•   80% of all budgets are spent within 50 mile...
Local Goes Mobile
Local Search Players
Local Search Ranking Factors
Sample Places Page: Race Ramps
Social Media Profiles: Localize?                                   35
Conversion Optimization
Testing: A/B vs. Multivariate
Testing: Key Page Components
Conversion Optimization Best Practices•    Design    •   Template    •   Navigation    •   Images or videos•    Copy    • ...
Conversion Optimization Testing Cycle
Sample Page: Short Form
Sample Page: Long Form
Sample Page: Multi-step
SummaryOptimize your web presenceEvolve your paid search campaignsGet local with search & socialContinually test and refin...
ResourcesLinksHow Local Search Can Be Your Reputation ManagerDrive By Reviews & Online Reputation Terrorists Part 2Google+...
Q&A & Next StepsRead our blog, articles & white papersSign up for our newsletter or follow  @AnvilMediaContact @FormicMedi...
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Anvil SEMA SEM Presentation

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  • SEO:-content (multimedia, infographics & other newer techniques)-mobile (there is a dedicated session for this)-local (didn’t see this covered)-social (how it integrates/influences with search)-ORM (self-explanatory)
  • For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
  • For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
  • For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
  • MultimediaInfographicsVideo
  • For SEO, you might also want to talk about how organic CTR is now influencing rankings, so it’s more important than ever to be testing title tags and meta description tags. Organic CTR data is available only in Google Webmaster Tools.
  • PPC: -enhanced listings & call tracking-landing page optimization-mobile (with the new landing page penalty)-social -display -retargeting/remarketing:Segment customers who have already been to your site & remarket to themRemarket based on the exact PPC ads they’ve clicked on (down to the keyword level with some programs)Remarket based on what they bought in the past. Show ads with complimentary itemsNew display features becoming more standard à dynamic ads to show exact products left in shopping cart
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Max 25 Characters
  • Description Line = 35 Characters x 2
  • Description Line = 35 Characters x 2
  • Description Line = 35 Characters x 2
  • -enhanced listings & call tracking-landing page optimization-mobile (with the new landing page penalty)-social -display -retargeting/remarketing:Segment customers who have already been to your site & remarket to themRemarket based on the exact PPC ads they’ve clicked on (down to the keyword level with some programs)Remarket based on what they bought in the past. Show ads with complimentary itemsNew display features becoming more standard à dynamic ads to show exact products left in shopping cart
  • claiming place pages might be too remedial, but should be included for local parts retailers.  Detroit Diesel isn’t a great example (but only relevant parts client), as they have over 700 service providers and 8 parts providers and none have really claimed/optimized listings.  But, the strategy would be to have all parts providers and service providers claim and optimize listings.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • MultimediaInfographicsVideo
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
  • Anvil SEMA SEM Presentation

    1. 1. Enhancing Your SEMCampaigns to Boost Revenues Presented by: Kent Lewis (@KentLewis) #SEMAOMC President & Founder Anvil & Formic Media, Inc. 503.260.6700 kent@anvilmediainc.com
    2. 2. About Anvil Media & FormicMediaAnvil Media, Inc. is digital marketing agency specializing in searchengine marketing services, including search engine optimization, pay-per-click management, social media marketing & online reputationmanagement services.
    3. 3. About AnvilFounded in 2000, currently 14 employees & 50+ clients100% of account team Google AdWords & Analyticscertified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI &WhartonInc. & Portland Business Journal Fastest GrowingCompanySister agency, Formic Media, is SEMA search marketingpartner
    4. 4. AgendaSearch Engine Optimization (SEO)Pay-per-Click (PPC)Local Search & SocialConversion OptimizationResourcesQ&A
    5. 5. Search Engine Optimization
    6. 6. 2011 Search Ranking Factors 6
    7. 7. Future Search Ranking Factors 7
    8. 8. The 3 Cs of SEO Content Code Credibility 8
    9. 9. Content: Media-agnostic 9
    10. 10. Content: User Experience Design 10
    11. 11. Code: Mobile 11
    12. 12. Code: Mobile• Optimizing for Mobile • No Flash & larger buttons (with spacing) • Contact information in footer • Map & driving directions• Building for Mobile • WordPress plug-ins • Use CSS (Handheld.css & iPhone.css) • Dedicated website (m.company.com) 12
    13. 13. Credibility: User Reviews 13
    14. 14. Credibility: Click-Thru Rates 14
    15. 15. Credibility: Website Traffic 15
    16. 16. Case Study: Race Ramps 16
    17. 17. Race Ramps: Domain Credibility 17
    18. 18. Race Ramps SEO Recommendations 18
    19. 19. Pay-per-Click Advertising
    20. 20. Popular PPC Platforms
    21. 21. The PPC Experience
    22. 22. Google Quality Score Ingredients• Matched keyword’s click-through rate (CTR) on Google• Relevance of the keyword and ad to the search query• Historical keyword performance on Google.com• Other relevancy factors that continually evolve
    23. 23. The PPC Process
    24. 24. PPC: Sample Text Ads 24
    25. 25. PPC: Sample Landing Page 1 25
    26. 26. PPC: Sample Landing Page 2 26
    27. 27. PPC: Sample Landing Page 3 27
    28. 28. Advanced PPC Strategies• Targeting • Geographic • Local listings• Enhanced/expanded listings • Navigation links, product feeds, location or click- to-call extensions & reviews• Dedicated mobile campaigns• Content network• AdCenter & social platforms• Display ad campaign• Retargeting/remarketing
    29. 29. Local Search & Social
    30. 30. Local Search: Game Changer• 20% of all searches have local intent (2B/mo)• 80% of all budgets are spent within 50 miles of the home (DMA)
    31. 31. Local Goes Mobile
    32. 32. Local Search Players
    33. 33. Local Search Ranking Factors
    34. 34. Sample Places Page: Race Ramps
    35. 35. Social Media Profiles: Localize? 35
    36. 36. Conversion Optimization
    37. 37. Testing: A/B vs. Multivariate
    38. 38. Testing: Key Page Components
    39. 39. Conversion Optimization Best Practices• Design • Template • Navigation • Images or videos• Copy • Headline • Format • Offer • Trust marks • Testimonials • Awards & recognition
    40. 40. Conversion Optimization Testing Cycle
    41. 41. Sample Page: Short Form
    42. 42. Sample Page: Long Form
    43. 43. Sample Page: Multi-step
    44. 44. SummaryOptimize your web presenceEvolve your paid search campaignsGet local with search & socialContinually test and refine website & landing pagesCreate a powerful online experienceIntegrate online and offline effortsConstantly measure and improve
    45. 45. ResourcesLinksHow Local Search Can Be Your Reputation ManagerDrive By Reviews & Online Reputation Terrorists Part 2Google+ Follow-up: A Cheat SheetWhy Google+ Business Profiles Will Trump Facebook PagesWhat’s Going on with the Hotels & Accommodations Industry in Search?ArticlesFive Reasons For Hospitality Brands Not To Outsource Social Media ManagementHow to Become a Social Media Guru in 3 Easy StepsTop Social Media Platforms for BusinessesAdvanced LinkedIn Strategies for MarketersOnline Reputation Management: The New PR6 Social Media Platforms At-a-GlanceWhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Getting Started with Social Media Marketing
    46. 46. Q&A & Next StepsRead our blog, articles & white papersSign up for our newsletter or follow @AnvilMediaContact @FormicMedia for search & social packagesVisit FormicMedia.com for more information Kent Lewis President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x223 M: 503.260.6700 kent@anvilmediainc.com Twitter & Skype: @kentjlewis LinkedIn: kentlewis
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