In2itive Search Engine Marketing - Willamette October 12
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  • Isn’t everything really easy to find online already?
  • Keyword research is the foundation of any PPC, Social, or SEO campaigns as it helps us find out how our target market is researching our brand and products or services.
  • Keywords are searches entered into search engines that then will deliver organic and paid listings
  • Isn’t everything really easy to find online already?
  • Essentially: if you don’t own one of the top 10 domains in the United States people aren’t going to find your website because of your URL
  • ----- Meeting Notes (10/22/12 11:05) -----How do you search for a new phone, TV, laptop?
  • The long tail, Chris Andersen. With unlimited shelf space or data storage it allows people to be exposed to niches that they normally would never had. That’s why we need keywords. The entire world can access your company and unless you own one of the top domains you absolutely have to optimize your site and ads with the keywords people are searching for.
  • People are using longer tail keywordsSource: http://weblogs.hitwise.com/alan-long/searchtermlength.htmlMore and more long tail searches
  • Isn’t everything really easy to find online already?----- Meeting Notes (10/22/12 11:23) -----KEYWORDS ARE THE FOUNDATION OF BOTH SEO AND PPC
  • http://www.seomoz.org/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
  • http://www.slingshotseo.com/wp-content/uploads/2011/07/Google-vs-Bing-CTR-Study-2012.pdf
  • Isn’t everything really easy to find online already?
  • ----- Meeting Notes (10/22/12 11:23) -----Explain the difficulty to rank organically and borrow any tactics from competitors
  • ----- Meeting Notes (10/22/12 11:23) -----Jump into SEO
  • Highly measurableAffordablePhoto credit: http://www.flickr.com/photos/breatheindigital/4778642362/sizes/o/----- Meeting Notes (10/22/12 11:23) -----"free traffic" is not so free these days
  • ----- Meeting Notes (10/22/12 11:23) -----Each page has targeted keyword group to use for on-page optimization
  • Descriptive targeted keywords in title and URLH1 is ok and probably generated by their content management system (CMS)
  • Never want to lead with brand name in title tag(except on your homepage) since most companies will already rank for their brand name – Nintendo definitely does.URL has no targeted keywords and is poorly generated by their CMS H1 is ok
  • Would be a perfect example if they led with LED smart TV instead of the brandTitle has the targeted keyword of “smart tv” and specs of the tvURL has targeted keyword and model number – goodH1 – Awesome with targeted keywords
  • Title – only the brand name – add “candy bars”, “chocolate” or “Nutritional Information”URL – cut off word only targeting “nutrition” – Is this page about “nutrition”?H1 – Missing completely – the red 3 musketeers is an image, which search engines can’t read – really bad!
  • This page is definitely about “______” – resetting refugees – Great on page optimization!Title tag has keyword and not leading with brand nameURL – has targeted keyword yet doesn’t make it seem “overly optimized”H1 – Could be longer, but with the size of their H1 tags they probably have an internal character limit
  • Title – lead with the brand, but do have “Oregon Accomplishments” at the endURL – What type of “page” is this? Use your categories to help search engines and humans better understand your page. Don’t want to combine words. Separate phrases with dashes or underscores.H1 – What type of accomplishments are these? Search engine would have no idea.
  • 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.
  • ----- Meeting Notes (10/22/12 11:23) -----How many people use Bing?
  • Ads can be placed in two ways. Target keywords on the page and google will place your ads on pages with the text that you choiceActually pick the exact URLs you want your ads to show up on
  • Here we have an example of a vertical display ad. These types of ads give you the opportunity to use a visual to grab the users attention. Once again you can see that the ad is directly related to the content on the site – the user is in the Tech/Green News section of discovery.com and is being shown an eco-friendly water bottle from dasani.
  • These are the biggest PPC networks, but there are a lot more out there.
  • Google is all about creating satisfied customers. Their entire business model is dependent on it. They want to provide the highest quality experience so that searchers always come back to google.
  • Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay----- Meeting Notes (10/16/11 12:51) -----Auction
  • Max 25 Characters
  • Google uses users IP addresses to determine where they are physically searching from and then ads are displayed that are targeted to the specific location. You can also choose to exclude certain locations if desired much like you can choose negative keywords to not have your ads show for.----- Meeting Notes (10/22/12 11:30) -----Give me some examples to why someone would want to use geo-targeting
  • In addition to showing your ads on a Google search results page in your targeted areas, Google also includes in their Maps results, which are often viewed when user is performing a local search. Here is an example of how Google is displaying a Borders location targeted ad within Google Maps. Notice how the listing is labeled “Ad” near the top of the pop-up. These ads don’t display exactly how a text ad would, but they are further enhanced by location details and images, including a logo tag on the map itself rather than a lettered pin. Whether or not you have physical locations, you should still configure geographic targeting to ensure that your pay per click ads are only being shown to most relevant potential customers – if you don’t ship your products to Japan, make sure your settings don’t allow your ads to show there.
  • ----- Meeting Notes (10/22/12 11:30) -----Why would you want to exclude or separate mobile devices from your advertising?
  • If you discover that certain campaigns perform better on specific days of the week or during certain times of the day you can use ad scheduling to make sure your ad only runs during the most optimum times. With ad scheduling you can schedule your ads to appear during specific hours or days of the week. An example of this would be scheduling your ads to run only on weekdays, or only from 3:00 until 6:00 p.m. daily. If you use ad scheduling you can have your campaign run all day, every day, or as little as 15 minutes per week.An advanced option is also offered through ad scheduling that lets you adjust your bids for ads during certain time periods. For example, if your ads perform best between 7:00 and 10:00 a.m., you can use a higher bid for impressions or clicks during that timeframe. Conversely, you could decrease your bids during off-hours to save budget.You can set up ad scheduling by going into your advanced settings through the settings tab in AdWords. If budgets are tight, ad scheduling will be extremely important to ensure you are only showing your ads when they tend to get the best results.
  • ----- Meeting Notes (10/22/12 11:30) -----Once you have your campaigns, ad groups and targeting optimized you need to be sure to send that targeted traffic to quality landing pages.
  • 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.
  • The parts of quality score that you have control over are ads and your landing pages.
  • The parts of quality score that you have control over are ads and your landing pages.
  • Why pay for advertising if I can get it for “free” – again not so free

In2itive Search Engine Marketing - Willamette October 12 In2itive Search Engine Marketing - Willamette October 12 Presentation Transcript

  • In2itive Search LLC - Confidential 10/22/12Search Engine Marketing 501
  • In2itive Search LLC - Confidential 10/23/2012About In2itive Search LLC Google AdWords, Google Analytics, and Microsoft AdCenter Certified Digital marketing consultant since 2008 Principle based organization – Honesty, Be the best Service guarantee Involved in local and national organizations
  • In2itive Search LLC - Confidential 10/23/2012In2itive Capabilities Pay Per Click  Worked with small to large accounts ($500 – over $1m) Search Engine Optimization  Audited hundreds of sites to increase organic search traffic and conversions  Provides plans and recommendations for successful link building strategies Social Media  Audited and provided new strategy for increased engagement, traffic and conversions WordPress Web Design
  • Quick Stats
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012
  • KeywordResearch
  • What is a keyword?
  • Keywords help people findwhat they’re looking for online
  • Who cares?
  • Do you own one ofthese?
  • Then people will find yourwebsite through keywords
  • How do peoplesearch online?
  • Purchase Intent Research Evaluation Purchase e.g. Essentials ofe.g. cookbooks e.g. Italian cookbooks Classic Italian Cooking, Marcella Hazan
  • The Long Tail *16% of all Google searches have never been used before*
  • 5+ word searches12.2% 14.3% 18.3%2006 2009 2011
  • Bottom line:Searches aregetting longer andmore specific
  • Why care?
  • AdvertisingResults
  • In2itive Search LLC - Confidential 10/23/2012
  • OrganicResults
  • In2itive Search LLC - Confidential 10/23/2012
  • Keyword Tools
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012Search Engine OptimizationOrganic Listings
  • Increase Profits
  • In2itive Search LLC - Confidential 10/23/2012On-Site SEO Factors – Over 200 Keyword usage - Title Body tags – H1s & H2s Friendly optimized URLs Internal link structure Page architecture Trust of the host domain
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012 Public – Good ExampleTitleURL H1 http://www.zappos.com/nike-air-max-excellerate-dark-grey-cool-grey-black-metallic-silver
  • In2itive Search LLC - Confidential 10/23/2012 Public – Bad ExampleTitleURL H1 http://www.nintendo.com/games/detail/nnQh4Fv0y41X4zE_yBa_Qb1jr_G1jPYj
  • In2itive Search LLC - Confidential 10/23/2012 Private – Good ExampleTitleURL H1 http://store.vizio.com/3d-smart-tvs/m3d550kde.html
  • In2itive Search LLC - Confidential 10/23/2012 Private – Bad ExampleTitleURL H1 Missing! http://www.3musketeers.com/nutrition_orig.shtml
  • In2itive Search LLC - Confidential 10/23/2012 Not For Profit – Good ExampleTitleURL H1 http://www.rescue.org/our-work/resettling-refugees
  • In2itive Search LLC - Confidential 10/23/2012 Not For Profit – Bad ExampleTitleURL H1 http://www.westernrivers.org/pages/accompOregon.html
  • In2itive Search LLC - Confidential 10/23/2012Off-Site SEO Factors Relevant links Social mentions Keyword focused anchor text Many link sources Site history
  • In2itive Search LLC - Confidential 10/23/2012Social Impacts SEO
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012Major Changes Last 18 Months
  • In2itive Search LLC - Confidential 10/23/2012What Changed?Panda Penguin Starts with humans  White hat SEO? Targeted content farms  Keyword stuffing Scrapper sites  Link schemes Ads above the fold  Over optimization Multiple updates and  Cloaking & sneaky refreshes (20 to date) redirects
  • In2itive Search LLC - Confidential 10/23/2012Really Good Content Use more social media Focus on quality not quantity Write link-worthy content
  • In2itive Search LLC - Confidential 10/23/2012SEO Strategy – Must Have It1. Keyword research2. Quick on-page updates3. Layout content strategy4. Begin site layout or structural (URL) changes5. Share amazing content6. Monitor, measure, mone tize
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012Pay Per ClickPaid Listings
  • What is this “Pay Per Click”?
  • AdvertisingResults
  • AdvertisingResults
  • 49
  • Who is Pay Per Click?
  • It’s All About Relevance
  • History of Relevance “Relevance is the key to a successful AdWords campaign on Google” AdWords is designed to reward relevance Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay Max Quality CPC X Score Your bid Determined by Google Courtesy of Google
  • Basic Definition: Quality Score Quality Score is a dynamic variable assigned to each of your keywords. Its calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a users search query.  Matched keyword’s click through rate (CTR) on Google - Popular  Relevance of the keyword and ad to the search query and landing page  Historical keyword performance on Google.com  Other relevancy factors that continually evolve Courtesy of Google
  • Relevance Example: 55
  • In2itive Search LLC - Confidential 10/23/2012Setting Up PPC Account
  • Key Ad ComponentsHeadlineDisplay URLDescriptionSitelinksLocal Extension 57
  • Ad Targeting 58
  • Choosing Targeted Locations 59
  • Ads in Local Search
  • Targeting Mobile Devices
  • Day Parting - Scheduling 62
  • Age and Gender 63
  • Landing Pages 64
  • A/B vs. Multivariate Testing
  • Website Optimizer vs. LiveBall
  • Remarketing – Creepy Internet
  • Why both?
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012
  • In2itive Search LLC - Confidential 10/23/2012Questions
  • In2itive Search LLC - Confidential 10/23/2012Contact – Just in case Nick Footer nick@in2itivesearch.com LinkedIn Office: 503-206-4988
  • In2itive Search LLC - Confidential 10/23/2012Resources eMarketer.com SEOmoz.org Hubspot Marketing Grader Google Agency Edge Google Think with Insights BrightLocal – Local SEO