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  • 1. 1www.ivantage.co.uk1Search directions: best practice & strategyMatt TrimmerPrincipal Consultant & Managing Director
  • 2. 2www.ivantage.co.ukAgenda Organic search SEO in a world of Google penalties Paid search The amazing and increasing power of AdWords
  • 3. 3www.ivantage.co.ukSEO is really hard! On-page SEO is not easy With a changing/developing website Off-page SEO - link building Now genuinely difficult Spam free You have to be interesting Have something to talk about You have to embrace social Blogging to customer servicing via Twitter/Facebook Zendesk Google Penalties
  • 4. 4www.ivantage.co.ukGoogle penalties – understanding Manual penalties by Google Staff “Manual Actions” Google policing or acting on a tip-off (spam report) Notified to you via Webmaster Tools account 100% are notified Automatic penalties (filters) by Panda, Top Heavy, Penguin, Pirate, EMD “Algorithmic Actions” No notification Use http://www.panguintool.com/
  • 5. 5www.ivantage.co.ukBoth result in Suppression of your organic rankings Greatly reduced organic traffic
  • 6. 6www.ivantage.co.ukManual actions – 0.22% domains marked for removal Source - Google – Inside Search http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  • 7. 7www.ivantage.co.ukManual action notifications via Webmaster Tools Source - Google – Inside Search http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  • 8. 8www.ivantage.co.ukManual actions – the reasons? On and Off-page
  • 9. 9www.ivantage.co.ukAlgorithmic actions – the reasons? Normally on-page spam, but not always 25 Panda updates Now part of standard algorithm 4 Penguin updates April 24th, 2012 May 25th 2012 October 5th 2012 Sometime in 2013 according to Google See SEOmoz http://www.seomoz.org/google-algorithm-change
  • 10. 10www.ivantage.co.ukThe good news? Actions are temporary If you take action with algorithmic actions They will correct (If you correct the problem) If you don’t take action with algorithmic updates They will expire (could be years) If you take action with manual updates You can do a reconsideration request You must do a reconsideration request If you don’t take action with manual actions They will expire (could be years)
  • 11. 11www.ivantage.co.ukSo what does this all mean? Don’t spam on your site! Be really careful about who’s building your links and how! Interflora Use of Advertorials
  • 12. 12www.ivantage.co.ukInterflora – link building gone wrong? History of poor quality link building Blogger outreach for free products? “Random acts of kindness” campaign http://wearesocial.net/blog/2013/03/interflora-story-seo-turning-ugly/ Use of Advertorials?
  • 13. 13www.ivantage.co.ukInterflora Advertorials
  • 14. 14www.ivantage.co.ukInterflora Advertorials
  • 15. 15www.ivantage.co.ukInterflora Advertorials
  • 16. 16www.ivantage.co.ukInterflora Advertorials
  • 17. 17www.ivantage.co.ukGoogle comment
  • 18. 18www.ivantage.co.ukSafe, legitimate link building? Core infrastructure and vertical directories But don’t waste time on others Press releases News worthy, syndicated Blogger outreach Content for bloggers to post about you theme Manual outreach Identifying sites that would link Link bait Something so worthy, people link back Blendtec
  • 19. 19www.ivantage.co.ukLink building and link acquisition We think of link building as a series of steps each step increasing in difficulty, resources and engagement with an appropriate return in ranking reward the 9 point link building plan
  • 20. 20www.ivantage.co.ukThe 9 point link building strategy Harness your internal link structure Harness your political link structure Connect to the core Develop your profile Connect to your theme Make your news Interact with your theme Make the news Develop thought leadership
  • 21. 21www.ivantage.co.ukPaid Search - AdWords Fundamentals 103 changes in the last year A larger number are planned for this year! Google is awesome at integrating products!
  • 22. 22www.ivantage.co.ukYou can target your audience in many ways Keywords Relevant to product/service Geographically You can target by countries, cities/states, metro areas(e.g. Chelsea), or a radius around a location Through the wording of your adverts If you are high end quality or bargain basement, say soin your ad to attract the right type of visitor
  • 23. 23www.ivantage.co.ukImportant features I don’t want to tell you about Enhanced campaigns Context of device, time and location Migration by July Offer extensions 10% off this weekend Seller ratings Call extensions Product listings
  • 24. 24www.ivantage.co.ukGoogle Display Network (GDN) Selecting relevant sites where your ads can appear Display your ad using keywords and topics Choose where you want you ads to appear the travel section of www.telegraph.co.uk
  • 25. 25www.ivantage.co.ukGDN Remarketing (haunting) Display ads to a visitor has previously visited site Remarketing lists Visitors who abandoned the checkout process Visitors who viewed a specific product category but didnot purchase You can combine groups of people you target by timeframe Target visitors to your site in the last 12 month Exclude visitors to your site in the last 11 months Highlights an audience of people whose annualhealth insurance is likely to be coming up for annualrenewal
  • 26. 26www.ivantage.co.ukGDN Remarketing with Google Analytics Visitors who spent more than X seconds on the site Shows a certain level of interest Visitors who viewed more than X pages on the site Shows a certain level of interest Visitors who purchased product X, up-sell product Y If they purchase a dining table, up sell the matchingsideboard Visitors who purchased 3 months supply of product X Target them 10 weeks later to remind them to re-order, forexample 3 months supply of Wellman
  • 27. 27www.ivantage.co.ukGDN - Dynamic Remarketing Ads dynamically created to include images, descriptionsand prices of the actual products previously viewed by the visitor This is Google’s response to Criteo Currently only available to whitelisted clients
  • 28. 28www.ivantage.co.ukGDN Remarketing in search Remarket to searchers on Google Bid higher when customers search existing keywords Target broader more expensive keywords, only to visitorswho are on one of you remarketing lists Currently only available to whitelisted clients
  • 29. 29www.ivantage.co.ukRemarketing – the business case How much of your revenue is from new vs. returningvisitors? What’s your E-commerce conversion rate for New andReturning visitors? Returning visitors Will drive a % of sales Convert at higher conversion rate Have a higher AoV Dashboard http://goo.gl/R3jtU
  • 30. 30www.ivantage.co.ukivantage E-commerce dashboard
  • 31. 31www.ivantage.co.ukConclusions AdWords is very powerful Explore enhanced campaigns Explore remarketing Get sophisticated with remarketing SEO Get in control of your links Build a long term SEO strategy