Search Engine Marketing - Best Practice
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Search Engine Marketing - Best Practice

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    Search Engine Marketing - Best Practice Search Engine Marketing - Best Practice Presentation Transcript

    • www.ivantage.co.uk Search marketing best practice Matt Trimmer Principal Consultant & Managing Director 11Monday, 25 July 2011
    • www.ivantage.co.uk Agenda  About ivantage  Search Marketing  Paid search  Google AdWords best practices  Bidding on your brand  AdWords Extensions  Organic search  Ranking factors  On-page SEO best practices  Off-page SEO best practices 2Monday, 25 July 2011
    • www.ivantage.co.uk About ivantage  Established in 2002  Independent  44th ranked search agency by NMA  Only agency in UK with these Google certifications 3Monday, 25 July 2011
    • www.ivantage.co.uk What we do  We help grow online businesses by  Generating web site traffic through  Paid Search (PPC)  Natural Search (SEO)  Local & Mobile search  Social media  Display & video  E-mail  Analyzing web site traffic using  Web Analytics to accurately analyse how visitors find and interact with websites  Converting web site traffic using  Conversion Rate Optimisation to convert visitors into customers or clients 4Monday, 25 July 2011
    • www.ivantage.co.uk Our vision  To be the Internet’s leading performance-driven Internet marketing agency 5 5Monday, 25 July 2011
    • www.ivantage.co.uk Some Clients - retail, B2B, NGO 6Monday, 25 July 2011
    • www.ivantage.co.uk Paid search with Google AdWords  Should I bid on my brand?  Depends on who else is  No bidding > Rely on organic results 7Monday, 25 July 2011
    • www.ivantage.co.uk Should I bid on my brand?  If competitors/affiliates are, you should  Your Ad should be most relevant  Pushing competitors down, their bids up 8Monday, 25 July 2011
    • www.ivantage.co.uk Other benefits  Control your brand message  Communicate short term offers  Ad Extensions  Ad Sitelinks  Direct “customers” to offers 9Monday, 25 July 2011
    • www.ivantage.co.uk If you bid  Understand performance of brand and non-brand keywords  Easily done with Google Analytics  Advanced Segments 10Monday, 25 July 2011
    • www.ivantage.co.uk Why is brand keyword return so high?  Understand how an “unaware” customer  Searches for “hair loss supplements”  Visits site but does not buy  Becomes an “aware customer”  Searches for “Tricologic”  Visits site and buys  Brand keyword “wins” sale on last click attribution  Brand keywords show high RoI  Depends on tracking technology  Google Analytics Multichannel Funnels  Assisted conversions 11Monday, 25 July 2011
    • www.ivantage.co.uk Ad Extensions  Product Extensions  Need to feed Google Products 12Monday, 25 July 2011
    • www.ivantage.co.uk Ad Extentions  Location Extensions  Multiple Addresses in Beta 13Monday, 25 July 2011
    • www.ivantage.co.uk Ad Extensions  Call Extensions  Call Metrics in Beta (USA)  Call tracking on all ads 14Monday, 25 July 2011
    • www.ivantage.co.uk Ad Extensions  Seller Ratings  Reviews  Limited release  Need to feed Google Product Search  30 reviews at Review Centre, Bizrate, etc  Great for SEO anyway  Revoo? Feefo? 15Monday, 25 July 2011
    • www.ivantage.co.uk Ad Extensions  +1  Those that +1 your Ad  are recommending you Ad/Site  Consider adding +1 button to your site too 16Monday, 25 July 2011
    • www.ivantage.co.uk Other Google AdWords Features  Display  On the Google Display Network  Lift the performance of a search campaign  Awareness  Re-marketing  Allows you to show ads to users whove previously visited your website as they browse other sites in the Display network  In-Video  On You Tube Video  On the Google Display Network  Mobile  Hyperlocal Distance Information with Location Extensions  Click to Call  Mobile sitelinks 17Monday, 25 July 2011
    • www.ivantage.co.uk SEO Ranking Ractors - SEOMoz 2011 18Monday, 25 July 2011
    • www.ivantage.co.uk In summary  On-Page Technical - 22.39%Domain Level Keyword Usage - 10.73Page Level Keyword Agnostic Features - 6.74Domain Level Keyword Agnostic - 4.92On-Page Content - 14.93 %Page Level Keyword Usage - 14.93Off-Page (Links) - 49.8%Page Level Link Metrics - 21.45Domain Level Link Authority Features - 21.13Page Level Social Metrics - 7.22Brand Status - 13.04%Domain Level Brand Metrics - 6.78Page Level Traffic/Query Data - 6.26 19Monday, 25 July 2011
    • www.ivantage.co.uk On-page best practices (technical)  Any website is normally addressable at least 4 ways:  www.ivantage.co.uk  www.ivantage.co.uk/index.htm  ivantage.co.uk  ivantage.co.uk/index.htm  Choose your preferred (canonical) URL (marketing URL)  www.ivantage.co.uk  301 redirect all other variations to your preferred URL  This prevents duplication  Concentrates link equity to one home page 20Monday, 25 July 2011
    • www.ivantage.co.uk Now link from your home page to key pages  Now your canonical URL is in place  Link with anchor text to key pages  or at least to a static sitemap page  Link equity flow through your site from a concentrated home page  Home page will always be most linked to 21Monday, 25 July 2011
    • www.ivantage.co.uk Page level keyword usage - 14.93% + 49.8%  Assuming you  Do have good content  So good, people want to link to it  So good, people want to tell other people about it  Do have unique Title Tags  Match keywords used by customers to pages with matching titles  One page - 1-3 keywords  Do have unique, compelling description tags  Do have H1,H2,H3, etc tags 22Monday, 25 July 2011
    • www.ivantage.co.uk Off-page SEO (Link building - helping those links)  We think of link building as a series of steps  with each step increasing in difficulty, resources and engagement  but with an appropriate return in ranking reward 23Monday, 25 July 2011
    • www.ivantage.co.uk 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 24Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Harness your internal link structure  Canonical URL, linking to key contentHarness your political link structure  Holding companies/sites, Suppliers, Customers, Clients, Employees, Friends, Solicitors, Accountants, Testimonials You provide, Student web pages, Business partners, Edu Alumni pages 25Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Connect to the core  Connect to core trusted sites  Yahoo, DMOZ, Business.com, bestoftheweb.com 26Monday, 25 July 2011
    • www.ivantage.co.uk Core directories (Planet Ocean) 27Monday, 25 July 2011
    • www.ivantage.co.uk Core directories cont’d (Planet Ocean) 28Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Develop your profile  Flickr.com  Linkedin.com  Myspace.com  Friendster.com  Profiles.yahoo.com  360.yahoo.com squidoo.com  groups.google.com  groups.msn.com  groups.yahoo.com  spaces.msn.com  Facebook.com 29Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Develop your profile  Like us, +1 , LinkedIn bookmark buttons on your site 30Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Connect to your theme  Wikis  Wikipedia (no follow)  Wet PaintNamyz  Google Knol  MyWikiBiz  Aboutus.org  Articles  Article directories  Professional bodies, organisations  Industry representatives  Research houses  Vertical directories  Search for"your keyword" directory OR directories OR "* directory" OR "* directories" OR "search engine" OR "search engines" 31Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Make your News  Press releases (Social Media Press Release)  PRWeb  Aim for  Syndication or releases with links to your site  Blog Reviews  Social Bookmarking of  Release  Syndicated releases  Blog reviews  Combine with Article releases 32Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Interact with your theme  Make relevant comments on relevant blogs  Competitors  Commentators  Expert postings  Ensure blogs do not using no follow tag  Guest blogging on relevant blogs  Target key blogs  Advanced search  "your keyword" "submit * article" OR "submit * articles" OR "add * article" OR "add * articles" OR "featured writer" OR "featured writers" OR "featured author" OR "featured authors" OR "featured contributor" OR "featured blogger" OR "guest author" OR "guest writer" OR "guest blogger" OR "guest post" OR "submit * tutorial" Competitors 33Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Make the news  Develop a news feed  Apply to become a news source  Google  Yahoo!  Develop a blog  Create a micro-blog  Twitter  Re-tweet with Twitter! 34Monday, 25 July 2011
    • www.ivantage.co.uk Link building strategy  Develop thought leadership  Link bait – reasons to link back to site  Lists  101 ways to  10 reports to die for  Interviews  Tools  E.g. Wordpress.org  Awards and Contests (Go Ape Oscars)  Gadgets and Widgets  Google Gadgets  Facebook Apps  Yahoo widgets  Aim for  Viral effect  E.g “will it blend” 35Monday, 25 July 2011