In this presentation to the Central Virginia American Marketing Association, Janet Driscoll Miller covers the latest trends in SEO and PPC, also focusing on opportunities for local-based businesses
In this presentation to the Central Virginia American Marketing Association, Janet Driscoll Miller covers the latest trends in SEO and PPC, also focusing on opportunities for local-based businesses with search.
JANETGoogle’s way of identifying authorsTied to Google+New way of Google measuring authority/expertise of the author
JANETMeans more clicksFrom a PR perspective, don’t you want to get published by the author that can get the most visibility for that article?
A recent 2013 report stated that CPCs on PLAs are 10% lower than text ads and have 22% better ROI than non-brand KW text adsWe have some Ecommerce clients whose PLAs are over 200% better ROI than text ads
Who is searching this term?The soccer mom who is managing a Facebook page for her child’s soccer team?Or the CMO of a Fortune 500 company?
Up to 80%
Offer additional assetForm is completely optionalUp to 80% fill out the optional form
1. THE ABCS OF SEO AND PPC
JANET DRISCOLL MILLER
NOVEMBER 5, 2013
2. ABOUT SEARCH MOJO
Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
Headquartered in Charlottesville, VA
– Office in Charleston, SC
Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
Speakers at SMX Advanced, MarketingProfs, PubCon and more
5. SEO IS DEAD. LONG LIVE SEO!
6. SEO IS DEAD. LONG LIVE SEO!
7. SEO IS DEAD. LONG LIVE SEO!
8. SEO IS DEAD. LONG LIVE SEO!
9. THE FOUR MAIN PARTS OF SEO
10. SEO ISN’T DEAD. IT’S CHANGED.
• Inbound links
– Press releases
– Spammy sites
• Greater emphasis on content
• Greater emphasis on social
• SEO has become more
11. GOOGLE AUTHORSHIP
• Currently available on web pages and PDFs
• Google also often “infers” authorship
12. AUTHORSHIP BENEFITS
Control: No Rich Snippets
• Mobile design to become a ranking factor
for mobile SEO in the near future
– May be having recent impact
• As much as 30% of site traffic now
14. HOW TO PREPARE FOR SEO IN 2014
• Focus on content
• Rethink your link strategy
– Involve social media team
Prepare for authorship
Get local SEO in order
Make sure your metrics are in place
17. AD EXTENSIONS NOW AFFECT COST
18. AD EXTENSIONS NOW AFFECT COST
19. NEW ADWORDS AD RANK FORMULA
Larry Kim’s translation:
“We really want our advertisers to adopt ad extensions so that the
sponsored ads on the SERP look even more blinged-up than ever.
Unfortunately, you advertisers are a bunch of lazy bums and adoption
is painfully slow. So, going forward, instead of just rewarding
advertisers that use of Ad Extensions, we’re also going to also start
penalizing advertisers who fail to adopt them.”
24. WHAT IS RETARGETING?
98% of visitors leave your
site without converting
Over 85% increase in
25. WHY RETARGETING?
• More than 90% of retailers do not
complete a transaction in their first visit.
• Retargeted consumers are nearly 70%
more likely to complete a purchase as
compared to non-retargeted consumers.
• Retargeted consumers spend, on average
50% more than those served with nonretargeted banner ads.
• Customize your search ads campaign for
people who have previously visited your
• Tailor bids and ads to these visitors when
they're searching on Google
27. THE DIGITAL MARKETING GAPS
28. PAID SEARCH HAS LIMITED DEMOGRAPHICS
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
29. WHY SOCIAL?
• High level of demographic targeting
Title and/or Function
33. LINKEDIN ADVERTISING
34. LINKEDIN ADVERTISING
Cost per Lead
35. LINKEDIN ADVERTISING
36. ROI OF LINKEDIN
37. ANALYTICS AND NURTURING
38. MARKETING AUTOMATION
• 50% of qualified leads are not ready to purchase
• Companies that invest in marketing automation solutions see
70% faster sales cycle times, and 54% improvement in quota
• Businesses that use marketing automation to nurture
prospects experience a 451% increase in qualified leads.
Companies that excel at lead nurturing generate 50% more
sales ready leads at 33% lower cost.
• 47% of nurtured leads make larger purchases over nonnurtured leads.
• Companies that automate lead management see a 10% or
greater increase in revenue in 6-9 months.