Livertising 2014 9 SEO + SEA = SEM student notes

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Last lecture in our LIVErtising course for AdMaster 1 students at IHECS, Brussels, by Jean-Pierre Ranschaert

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Livertising 2014 9 SEO + SEA = SEM student notes

  1. 1. Issues  in  Marke,ng  Communica,on:
 LIVEr,sing  14.9 SEO  +  SEA  = SEM
  2. 2. SEM  =  ! 1.SEO   2.SEA
  3. 3. Google  evolu/on    #1
  4. 4. 8 S E O ?
  5. 5. Over  at  least  50  criteria… • IP address • the SE version • . • . • . • . …
  6. 6. So… First position no longer means anything…
  7. 7. Google  evolu/on    #2
  8. 8. 14 S E O ?
  9. 9. Changes  in  the  algorythm
  10. 10. Black  Hat  SEO Spamdexing:      .      .      .      .  
  11. 11. Op,miza,on  used  to  be… SE-friendly factors: ! On-page optimisation Link building Pagerank sculpting G-friendly copy writing Keyword stuffing + content marketing
  12. 12. Op,miza,on  is  now… Human factors: ! user personas content strategy sharing user value virality
  13. 13. Google  evolu/on    #3
  14. 14. Universal  search
  15. 15. Universal  search
  16. 16. Universal  search http://perfectpitchconcepts.com/anatomy-mega-serp- explaining-google-features/
  17. 17. Universal  search
  18. 18. http://techcrunch.com/2013/09/26/google-improves- knowledge-graph-with-comparisons-and-filters-brings-cards- to-mobile-search-adds-cross-platform-notifications/
  19. 19. Google  evolu/on    #4
  20. 20. 1st position online traffic increase visibility value generation acquisition conversion retention analytics increase in sales decrease in acquisition costs increase in shop floor visits branding ROI on- & offline
  21. 21. • Objectives • Targets • SEO • adwords • local SEO • blogs • social med • classified • forums • affiliation • sponsored contents • SEO • UX • buying X • notoriety • social proof • timing • CTA • … • SEO • CDJ • engagemt • dialogue • Email mkt • social med • … Finetuning 1. STRATEGY 2.ACQUISIT° 3. CONVERS° 4. RETENT°
  22. 22. • Keyword tools • G-trends • G-search • Adwords • display • mobile ads • Youtube • … ! ! ! • conversion optimizer • A/B testing • … ! ! ! • G-plus • retargeting • G-survey • … ! ! G-analytics 1. STRATEGY 2.ACQUISIT° 3. CONVERS° 4. RETENT°
  23. 23. Example?
  24. 24. Landing  page  
  25. 25. Insight  ?
  26. 26. http://unbounce.com/landing-pages/landing-page-rehab/
  27. 27. SEOp/miza/on
  28. 28. Op/miza/on  =    ONpage  +  OFFpage    
  29. 29. Onpage  =   •    organisa,on   •    structure   •    quality   • URL   • HTML  code   • HTML  tags   • UX,  e.g.  speed   &  internal  links   • obstacles   (Javascript/  Flash/  Ajax/   pictures  /  videos)   • keywords   • coherence     • relevance   • …
  30. 30. http://moz.com/blog/visual-guide-to-keyword-targeting- onpage-optimization
  31. 31. http://moz.com/blog/visual-guide-to-keyword-targeting- onpage-optimization
  32. 32. Tool
  33. 33. Insights  ?
  34. 34. #1
  35. 35. load speed
  36. 36. Issues  in  Marke,ng  Communica,on:
 LIVEr,sing  #  9 SEO  +  SEA  = SEM http://developers.google.com/speed/pagespeed/insights/
  37. 37. #2
  38. 38. Bounce rate
  39. 39. OFFpage  =  authority
  40. 40. LOCAL  SEO
  41. 41. VIDEO  SEO
  42. 42. Video  SEO
  43. 43. ! 1.SEO   2.SEA SEM  =  
  44. 44. AdRank 1.Expected CTR 2. Relevance 3. Landing Page = QS x Max CPC ? SEA  =  Adwords  =  Auc,on
  45. 45. ! ! ! ! To  be  con/nued…
  46. 46. ! ! A  final  word…     a  crucial  one  about   PRESENCE
  47. 47. SocMed  basics:  A  presence  is  not  a  strategy
  48. 48. SocMed  basics:    STRATEGY  vs  TACTICS Cy OBJ PLAN of ACTIONS Strategy Tac/c  2 Tac/c  1 Tac/c  3 Tac/c  N
  49. 49. SocMed  basics:  ROI  measurement Cy OBJ PLAN of ACTIONS Strategy Tac/c  2 Tac/c  1 Tac/c  3 Tac/c  N K P I 1 2 3 4
  50. 50. SocMed  basics:  Content  strategy define solvebecome   trusted develop   online   presence Turn   learners   into   buyers  /   advocates define solvebecome   trusted develop   online   presence Turn   learners   into   buyers  /   advocates
  51. 51. is  online? HOW BIG ?
  52. 52. The  online  pricing  models

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