Search Marketing: Strategies for SEO and SEM

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Strategies for SEO, SEM. Social Media Optimisation and tips to improve your Paid Search Campaign.

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Search Marketing: Strategies for SEO and SEM

  1. 1. Search Marketing Strategies: Optimising Paid Search and Search Engine Optimisation to Maximise Site Traffic by Chris Smith General Manager, Digital Direct Banking, NAB chris.x.smith@nab.com.au 28 September 2010
  2. 2. Agenda • Fundamentals of a search marketing strategy • Trade-offs between search engine optimisation and paid search • Social media optimisation: Why it’s relevant for search marketing campaigns • Examples of NAB search marketing campaigns: Analysing campaign strengths and areas for improvement
  3. 3. Fundamentals: Search Marketing Terminology • PPC Pay per click SEA • CPM Cost per 1000 Ongoing Search Engine • CPA Cost per action Cost, AKA Advertising • Display Paid Search • etc SEO Mainly upfront Search • Content cost, then top-up Engine • Links Optimisation AKA Organic Search SEM Search Engine Marketing or Search Marketing • Forums SMO • Twitter Social Media • Facebook Optimisation • Blogs • Etc Ongoing time commitment ORM Online • Monitoring Tool Reputation • Manual monitoring Management 2
  4. 4. Examples of Organic and Paid Search • Right side and sometimes the top of the page are paid or sponsored search results • Left side search results are the organic, or natural results • Publisher sites are eligible to display the same text ads or display ads (CPM) aka AdSense.
  5. 5. Fundamentals: SEO in a nutshell • Searchers type simple phrases (the “search term”) in a search engine. • Search engines index all pages they have discovered (by following links) • When the query is processed, the search engine checks its index and presents no more than 1000 results, typically 10 results per page. • These results are ranked based on their relevancy to the search phrase. • The ultimate goal is optimise your site to rank #1. 4
  6. 6. SEO involves many people Server Hosting Efficiency Domain Name Security Registration Page coding URL length Technical Page markup Content Management Related companies Design RANKING Publicity SUCCESS Writing for the Web News media Links TRUST Content Style guides Product Facts Social networks Multimedia Usability 5
  7. 7. Fundamentals: Pay-Per-Click (PPC) advertising in a nutshell • Searchers type simple phrases (the “search term”) in a search engine. • The results page displays the most relevant and most effective ads on the right and sometimes at the top of the page. • The higher-placed ads are clicked more than the lower ads. • A high placement can be achieved by: > Compelling copy (attracts a click) > A landing page that matches the search term > Setting not necessarily the highest bid, but enough to be high on the first page: 6
  8. 8. SEO vs PPC: Some interesting statistics • Source of Clicks - 92% of all clicks are from Organic Listing - 8% of all clicks are from Paid Search. • Marketing Budgets: SEO - 61% of companies surveyed spent up to $75k/year on optimising content - 28% of the largest companies (rev > $1 Billion/ year) spent nothing on SEO. • Marketing Budgets: SEM - 63% of companies surveyed spent between $3-$5m on PPC • Disconnect? A fraction of spend is used to attract majority of “free” clicks, whereas > 30x spend to attract minority of “paid” clicks. * Source: SEMPO State of Search Engine Marketing Report - 2010
  9. 9. SEO vs PPC: Where to put your spend in 2011? • The case for SEO — Great opportunity exists local, news, blog, video, image, product feeds. — Much better ROI based on overall spend — PPC is “easier” • The case for PPC •Good reasons to do both — Flexibility in spending, quick —Learn which keywords are results performing well from paid search — Ability to adjust quickly —Good optimisation leads to — Less reliance on your Web/IT quality scores teams —Own as much real estate as — Pretty straightforward possible, less for competition — Placement of results more reliable —Multiplier effect
  10. 10. Social Media in a nutshell • Social networks have been around for over 20 years. Key message is that only some of them are relevant to banks. >Social Networks, e.g. Forums >Audio, e.g. Podcasts (discussion groups), Facebook, >Video, e.g. YouTube, Vimeo MySpace, LinkedIn >Aggregators, e.g. my.yahoo.com, >Blogs Google Reader —Comments >Bookmarking/recommendation —Promotion tools, e.g. tools, e.g. Delicious, StumbleUpon Feedburner >Ratings & Reviews, e.g. Digg —Blog search tools e.g. >Photo Sharing, e.g. Flickr Technorati >Wikis, e.g. Wikispaces, MediaWiki —Blog communities, e.g. BlogCatalog, MyBlogLog —Microblogging, e.g. 9 Twitter
  11. 11. Social Media in the Search Marketing Mix • Everyone seems to have embraced social media (SM). • Is your SM campaign integrated with the rest of your search marketing strategy?
  12. 12. Social Media Optimisation (SMO) • Simply using various popular social networks is half the journey. • You can optimise each in different ways, e.g. — Facebook Pages are the only part of Facebook that is crawled and indexed by Google — Videos can be optimised to benefit SEO — Customers have conversations at social networking sites and references to a company serve as “Citations” to their website even when there are no clickable links. • You can be proactive in maintaining a good reputation by educating your marketing and corporate affairs department.
  13. 13. Press Release Optimisation (PRO) • Press releases are now known as Media Releases and some companies have Social Media Releases • Submit to various online distribution services such as PRWeb and PRNewsWire • Apply standard SEO principles: — Use plain English — Insert deep links to a specific part of your website — Provide links to relevant supporting media such as images and videos. — Provide links to your profiles at various social media outlets e.g. Twitter, blogs • See http://schools.nsw.edu.au for local example
  14. 14. Search Marketing Strategy: Pulling it all together Rank #1 Keyword Write research content Relevant Social Network Content page (links) Website Credit card (Word of mouth, viral effect) comparison site Success Relevant Deep (link) Links (link) (link) Credit card info site Article about personal finance 13
  15. 15. Case Study: Optimising Your PPC Spend • If you are not happy with your Google or Yahoo PPC results, your campaigns might simply need a tweak. • Clues: — You are paying too much per click. — You are not getting enough conversions. — You don’t know if your ads are working for you.
  16. 16. Case Study: Improving your Google Quality Score The Quality Score is fairly simple to grasp: • Scale from 1 to 10 (10 is best) • Are the keywords in your ad group present on the landing page? • Are the keywords in the ad copy? • Does the landing page load fast? • Is the landing page a quality page? — Is it relevant to the keyword? — Is your business transparent? — Is the content original? — Is it navigable? Yes, a high Quality Score is achievable
  17. 17. Case Study: Lowering the cost per conversion • Comparing two dissimilar ad groups, one being non-competitive and the other being very competitive, we can see not only the difference in the cost per click, but also the lower cost per conversion. Non-competitive, High Quality Score Competitive, Low Quality Score
  18. 18. Wrapping it up To summarise: — Effective search engine marketing is a blend of SEO, SMO, PRO and PPC — SEO is the cheapest to implement but it involves your own organisation on an ongoing basis, not a short engagement with an agency. — PPC is essential to fill gaps in search engine visibility and gives instant results and gratification. — Social media needs careful planning and splendid implementation. It is not for everyone, but for consumer brands it is essential and should be a long term commitment.
  19. 19. Questions? Thank you. — Chris Smith — General Manager, Digital; Direct Banking, NAB — Chris.x.smith@nab.com.au — http://www.nab.com.au
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