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Search Engine Marketing Digital Readiness Training V4

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This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).

This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).

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  • As a visitor refines their search criteria, there are certain patterns that emerge in their queries.
  • With so many tactical options available to today's search marketer, it can sometimes be difficult to determine which approaches are best for achieving specific goals. Should press releases be optimized for increased brand awareness? Or, will a PPC campaign achieve better results?
  • Search engine results aren't realized simply from optimizing your website anymore. Gaining an understanding of the multi-channel nature of the Internet is key to successful online marketing campaigns.
  • A common misperception about search marketing is that it consists only of on-page optimization. In reality, SEM touches countless online channels with the ultimate goal of bringing targeted traffic to a web site. This infographic illustrates the number of channels that search marketing taps into - in addition to search engines - to deliver the right people to your content.
  • Many cases can be made for different types of effective advertising. But what makes search engine marketing stand out from the rest? This infographic demonstrates the mindset of the buyer and their ability to easily convert while in the medium.
  • Most people still prefer listings found on the first page of results, but as users become more savvy, they realize that sometimes better results can be found by looking further into the search result pages.
  • Collectively, segmented marketing initiatives will help increase your baseline traffic over time. The traffic bump infographic demonstrates the potential of gaining loyal readers with every marketing initiative.
  • There are many aspects of the blogosphere that make it attractive to search marketers: the sharing and distribution of content, the potential for viral marketing and link bait, and the associated linking opportunities. But, so much more goes into the relationship we have with blog communities. This infographic describes both the tangible and intangible benefits of engaging with the blogosphere.
  • A search engine marketing campaign isn't complete without including some elements of social media. While engaging in social media alone can provide impressive results, this week's infographic illustrates how properly planned tactics can have a positive impact on your search results.
  • Organic optimization brings more than just results in the search engines. This week's infographic illustrates the additional benefits and return on investment that comes along with properly optimizing a site and pursuing targeted keywords.
  • Overview of steps
  • Customers use various keywords. Think about different keyword spelling, antonyms, synonyms, words with spaces or no spacesThis is a great free tool. Take advantage of it!!
  • Transcript

    • 1. Digital Marketing: From Monologue to Dialogue – Search Engine Marketing
      Martin Walsh
      Digital Marketing Director
    • 2. What we want to achieve
      Microsoft web pages to appear in the natural search results
      Why?
      To promote our products / services and drive cost efficiencies
    • 3. What we want to avoid
      • Search return results linking to negative content.
      • 4. No search return results for the targeted key search terms.
    • Agenda
      Where does Search fit into the marketing mix?
      Search Marketing Overview
      SEM Integration
      Microsoft Security Case Study
      Microsoft TechEd Case Study
      Q&A Panel
    • 5. Where does Search fit into the marketing mix?
    • 6. Search and the Purchase Funnel
      Awareness
      Consideration
      Intent to Interact
      Conversion
      TVC / Print / Radio / Outdoor
      Digital – Display / eDM / Partnerships
      Search Marketing
      Website
    • 7. SEO Decision Funnel
      As a visitor refines their search criteria, there are certain patterns that emerge in their queries.
    • 8. SEM Strategy MIX
      With so many tactical options available to today's search marketer, it can sometimes be difficult to determine which approaches are best for achieving specific goals. Should press releases be optimized for increased brand awareness? Or, will a PPC (Pay per click) campaign achieve better results?
    • 9. Search Marketing Overview
    • 10. The World of Search
      Search engine results aren't realized simply from optimizing your website anymore. Gaining an understanding of the multi-channel nature of the Internet is key to successful online marketing campaigns.
    • 11. People Streams
      A common misperception about search marketing is that it consists only of on-page optimization. In reality, SEM touches countless online channels with the ultimate goal of bringing targeted traffic to a web site. This infographic illustrates the number of channels that search marketing taps into - in addition to search engines - to deliver the right people to your content.
    • 12. Web Search Strategies in Plain Englishby Common Craft
      http://au.youtube.com/watch?v=CWHPf00Jkqg
    • 13. The Value of SEM
      Many cases can be made for different types of effective advertising. But what makes search engine marketing stand out from the rest? This infographic demonstrates the mindset of the buyer and their ability to easily convert while in the medium.
    • 14. Search Engine Click-thru Behaviour
      Most people still prefer listings found on the first page of results, but as users become more savvy, they realize that sometimes better results can be found by looking further into the search result pages.
    • 15. Traffic Bumps
      Collectively, segmented marketing initiatives will help increase your baseline traffic over time. The traffic bump infographic demonstrates the potential of gaining loyal readers with every marketing initiative.
    • 16. Search Benefits of the Blogosphere
      There are many aspects of the blogosphere that make it attractive to search marketers: the sharing and distribution of content, the potential for viral marketing and link bait, and the associated linking opportunities. But, so much more goes into the relationship we have with blog communities. This infographic describes both the tangible and intangible benefits of engaging with the blogosphere.
    • 17. The Impact of Social Media on Search Results
      A search engine marketing campaign isn't complete without including some elements of social media. While engaging in social media alone can provide impressive results, this week's infographic illustrates how properly planned tactics can have a positive impact on your search results.
    • 18. Search Engine Optimisation
      (SEO)
      Search Engine Advertising
      (SEA)
      Search Marketing Defined
      Improving the visibilityof your website and increasing website trafficby placing your brand in front of consumers when searching for relevant products and services in Search Engines
    • 19. Search Engine Advertising
      SEA
      Advertisers pay on a cost per visitor basis for traffic delivered to their site through Search Engine listings
    • 20. Search Engine Advertising
      The Anatomy of Successful PPC Ads
      Although occasionally used on its own, paid search can be a great complement to an organic optimization strategy. Research has shown that having a presence in both natural and paid results increases the overall likelihood of receiving a click. This infographic breaks down some of the main ways in which PPC advertisers can positively affect campaign click-through rates.
    • 21. SEA: How it works?
      Keyword List Creation
      Develop list of search terms based on campaign goals. Don’t overlap with other campaigns
      1
      Targeted Messaging
      Write tailored, relevant and compelling ad copy
      2
      microsoft office suite
      office software
      microsoft office word
      microsoft office student
      standard edition ms office
      Landing Page Optimisation
      Identify, create and optimise the ideal landing page for each ad
      3
    • 22. SEA: How it works?
      Keyword List Creation
      Develop list of search terms based on campaign goals. Don’t overlap with other campaigns
      1
      Microsoft Office
      Low prices on Microsoft Office
      Fast Delivery. Buy Now & Save!
      www.ht.com.au
      Targeted Messaging
      Write tailored, relevant and compelling ad copy
      2
      Landing Page Optimisation
      Identify, create and optimise the ideal landing page for each ad
      3
    • 23. SEA: How it works?
      Keyword List Creation
      Develop list of search terms based on campaign goals. Don’t overlap with other campaigns
      1
      Targeted Messaging
      Write tailored, relevant and compelling ad copy
      2
      Landing Page Optimisation
      Identify, create and optimise the ideal landing page for each ad
      3
    • 24. Contextual Targeting
      Contextual Targeting
      Paid Search ads appear alongside contextually relevant content
      Search Engines will determine when ads are relevant and automatically serve ads
    • 25. SEO: Search Engine Optimisation
      SEO
      Websites are ranked by relevancy according to search engine algorithms (i.e. a compliance checklist)
      Affected by website design.
    • 26. The ROI of SEO
      Organic optimization brings more than just results in the search engines. This infographic illustrates the additional benefits and return on investment that comes along with properly optimizing a site and pursuing targeted keywords.
    • 27. SEO: What does it involve?
      Ensure the site design enables search engines to find & crawl the site
      Create a compelling page summary including a call to action – this will appear in the search listings
      Write interesting and informative page content
      Use page headings and sub headings to identify key topics and themes
      Build up the number of relevant links pointing to the site (partners, social media, online press releases etc)
      Monitor performance and keep optimising
      Popular search terms can change over time
      Search engines will change the way they determine relevance
      Competitors can become more aggressive
    • 28. Create Compelling Title & Meta Description tags
      High rankings aren’t everything – consumers need to be compelled enough to click on the listing
      Title tag will appear as the clickable link in search results
      Meta description tags are often used as the page summary in search results
      Best Practices for Title & Meta Data
      Title tags should be 65 characters or less
      Description tags should be 155 characters or less
      The description should read as a complete sentence and include a call to action
    • 29. Compelling Meta Data in Action
      Key Features
      Short call to action (“try it free for 30 days”)
      Title stands on its own
      Description starts with a verb
      Description reads as a complete sentence
      Results
      11% increase in leads from search phrases that were optimised
      Dynamics saw a 3% uplift in search engine traffic
    • 30. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 31. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 32. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 33. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 34. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 35. Content – What to avoid
      1
      Title tag has not been optimised
      2
      Page content is minimal
      Content hidden behind forms
      3
      4
      Text used within an image
      Internal site linking is poor
      5
      Page heading is not optimised
      6
    • 36. Content – What works
      1
      Appropriate use of heading tags
      2
      Links through to relevant articles
      Use of relevant anchor text
      3
      4
      Text link navigation
    • 37. Content – What works
      1
      Appropriate use of heading tags
      2
      Links through to relevant articles
      Use of relevant anchor text
      3
      4
      Text link navigation
    • 38. Content – What works
      1
      Appropriate use of heading tags
      2
      Links through to relevant articles
      Use of relevant anchor text
      3
      4
      Text link navigation
    • 39. Content – What works
      1
      Appropriate use of heading tags
      2
      Links through to relevant articles
      Use of relevant anchor text
      3
      4
      Text link navigation
    • 40. Keyword Research
      When you begin the process of keyword research, the first step is to think like your target audience and how they would enter the phrases for what they are searching for.
    • 41. Keyword Research
      This infographic details an essential element of keyword research: exploring conversations that are happening on the web. By combing through competitive and industry websites, relevant blog postings, and popular tag sites, new phrases are discovered and search frequencies can be determined.
    • 42. Keyword Research
      Keyword research involves so much more than just looking up search frequencies. Critical factors such as budget restrictions, competition levels, and business strategy must be considered in order to develop a results-driven search marketing plan..
    • 43. Getting Ranked: The Long Tail Keyword Equation
      Once an SEO gets to a certain level of expertise, he or she can typically select a list of key phrases and map out exactly what steps are necessary to get those phrases ranked. This infographic demonstrates what that equation for ranking success may look like for a long-tail phrase.
    • 44. Long Tail SEO
      The strongest search marketing campaigns pursue rankings for a combination of high-traffic phrases that are likely to bring many visitors to the site as well as highly-specific, 3- or 4-word phrases that are more likely to convert a targeted buyer.
    • 45. B2B Long Tail SEO
      It's hard to dispute that the Long Tail is an important concept in Search. A lot of times, though, we tend to think of the long tail as being a B2C concept by relating it to specific product names in ecommerce situations. But, it's just as relevant in the B2B world. One-word phrases bring businesses up against a lot of competition, but the benefit of increased traffic may outweigh the expense of ranking. On the flip side, credibility-building site assets like case studies can be optimized with longer-tail phrases in order to boost the probability of conversion. Where does your SEM campaign fit into the curve?
    • 46. Link Juice
      Not all links are created equal. Most search marketers already know the answer. But, how do you differentiate between links to figure out which ones are better than others? This infographic visualizes the various site and link components that combine to form link juice.
    • 47. Building Trust Through Search Marketing
      Additional Considerations
      1
      Site age
      2
      Site depth
      Social Media Optimisation
      3
      4
      Brand Management
    • 48. Brand & Reputation Management
    • 49. Interactive Session
    • 50. Your Team Task
      Use the SEO Analyzer tool to check your assigned page
      See what the pages will look like as a Search Result Listing
      Come up with an improved Page Title and Page Description Tags
    • 51. SEO Analyzer Tool
      http://seoanalyzer.redmond.corp.microsoft.com/
      Enter the URL you want to analyse here...
      This is what the page will look like as a Search Engine Result.
    • 52. SEO Analyzer Tools - external
      http://www.seoworkers.com/tools/analyzer.html
      http://www.seocentro.com/tools/search-engines/metatag-analyzer.html
    • 53. Interactive Session
      SEO Analyzer = http://seoanalyzer.redmond.corp.microsoft.com/
      Team A - http://www.microsoft.com/australia/dynamics
      Team B – http://www.microsoft.com.au/teched
      Some Tips
      - Ask yourself: What is this page about?
      - Look at competitors sites (what keywords are they using)
      - Use Google Trends (google.com/trends) to test the popularity of search terms
      Title Tag
      Meta Description Tag
      • Best Practices for Title & Meta Data
      • 54. Title tags should be 65 characters or less
      • 55. Description tags should be 155 characters or less
      • 56. The description should read as a complete sentence and include a call to action
    • Answers – Tech Ed
      Keywords that came to mind: Technical Education, Learning, Microsoft Conference, Tech Ed...
    • 57. Answers – Tech Ed
      Ask yourself - what is this page all about?
      TitleMicrosoft Tech.Ed Australia 2008 – Developer Conference & Event (63chrs)DescriptionLearn more about Microsoft Technologies at Tech.Ed 2008. Connect with Developers, IT Professionals in Sydney Australia. For technical education, training register for this conference today. (153chrs)
    • 58. Answers - Dynamics
      Look at Competitors websites
      Keywords that come up:
    • Answers - Dynamics
      This is proof that humans are lazy.
      Use Google Trends to help refine your keyword lists.
    • 63. Answers – Dynamics
      Ask yourself - what is this page all about?
      TitleDynamics - CRM & Supply Chain Software | Microsoft Australia (60chrs)DescriptionMicrosoft Dynamics is a Business Software Solution - CRM, Supply Chain Management, Finance & Accounting software. Compare us or demo a free trial today.(152chrs)
    • 64. SEM Integration
    • 65. Organic & Paid Search Synergy
      Objective
      Determine whether layering paid search activity with organic search listings will improve search performance
      Implementation
      Identified high ranking organic keywords; purchasing those same keywords via paid search to create dual listings within the search results, increasing the share of voice
      Result
      35% increase in combined traffic
      Organic search traffic increased by 19% through layering of search activity
      +34.8%
      19%
    • 66. Impact of Natural Search Rank on Paid Quote Volumes
      Actual Quotes
      Quotes lost to natural search from improvement in natural search rank
      Natural Search Rank
    • 67. Search & Display Synergy
      Consumers exposed to both Search and Display had higher conversion rates than just Search or Display alone
      Source: Figure 1: Atlas Institute, Overlap’s impact on Reach, Frequency and Conversions, June 2007; Figure 2: Atlas Institute, Impact of User Frequency on Conversion Rates
    • 68. Brand Display Activity drove significant uplift in Brand searches
      8.9% uplift in search volumes
      90,000
      80,000
      70,000
      Brand Online
      Doordrops
      60,000
      Inserts
      Press
      50,000
      TV
      Search Volume
      Rate
      40,000
      Base
      30,000
      20,000
      10,000
      0
      09-Jul
      23-Jul
      02-Oct
      16-Oct
      30-Oct
      02-Apr
      16-Apr
      30-Apr
      08-Jan
      22-Jan
      11-Jun
      25-Jun
      05-Feb
      19-Feb
      05-Mar
      19-Mar
      07-Aug
      21-Aug
      04-Sep
      18-Sep
      06-Aug
      20-Aug
      13-Nov
      27-Nov
      11-Dec
      25-Dec
      14-May
      28-May
    • 69. Online Ads Boost Search Engagement
      Paid Search Clicks
      Online Ad Impressions
      Spikes in online ads are concurrent with spikes in paid search clicks indicating a direct link between online advertising and searches
      Online Ad Impressions
      Paid Search Clicks
    • 70. TV’s Influence on Brand Search Sales
      0
      02-Jul
      16-Jul
      30-Jul
      23-Apr
      09-Apr
      04-Jun
      18-Jun
      01-Jan
      15-Jan
      29-Jan
      08-Jan
      22-Jan
      12-Mar
      26-Mar
      13-Aug
      27-Aug
      10-Sep
      12-Feb
      26-Feb
      24-Sep
      07-May
      21-May
      Search sales increase with significant investment into TV
      Branded Search Sales
      Outdoor (small formats)
      Outdoor (large formats)
      TV
      Generic Search
      Base
    • 71. TV’s Influence on Generic Search Sales
      Search sales increase with significant investment into TV
      Outdoor (small formats)
      Generic Search Sales
      TV
      Generic Search
      0
      16-Jul
      02-Jul
      30-Jul
      23-Apr
      04-Jun
      18-Jun
      08-Oct
      22-Oct
      09-Apr
      01-Jan
      15-Jan
      29-Jan
      12 Mar
      13-Aug
      10-Sep
      12-Feb
      27-Aug
      26-Mar
      26-Feb
      24-Sep
      07-May
      21-May
    • 72. TV Drives Conversion through Search
      Paid Search Conversion Rate
      National TV GRP’s
      Correlation=82.74%
      Conversion Rate
      TV GRP’s
    • 73. Conversion Attribution
      Last click conversion attribution models do not accurately demonstrate impact of other channels earlier in the purchase pathway
      This chart illustrates a step-by-step ‘weighted conversion analysis’. Conversion influencers are factored into the analysis sequence – from the ‘last ad’ to frequency, multiple media channels, recency of ads, ad size and engagement with rich media ad formats.
      Source: Atlas
    • 74. The Cadburys Gorilla: Engaging Users
      A 2007 UK TVC designed with the aim of going viral across the internet …
      http://au.youtube.com/watch?v=TnzFRV1LwIo
      … which it did
    • 75.
    • 76. Over 2.5 million views on You Tube
    • 77. Facebook groups with thousands of members
    • 78. http://www.aglassandahalffullproductions.com
      Cadbury’s created a specific dynamic website, users could register to receive more information from the Cadbury Group
    • 79. highest search volumes around ad launch
      Spike in search volume for related keywords
    • 80. SEA used to drive users to the latest ad
      Google Universal search provides Cadbury’s with great branding
      Official Cadbury’s site developed for the campaign
    • 81. Interactive Session
    • 82. Case Study
      Microsoft Security
    • 83. MS Security Portal Refresh
      Issues / Challenges:
      Security is not sexy!  Generally, customers only want help with security when they already have a problem like a virus, spyware, adware (reactive, negative perception)
      So they use a search engine to find answers to their security issue(s)
      MS Aus Security site not found in top 10 pages of search engines
      Not search optimised
      Unfriendly design
      Content not updated on a monthly basis
    • 84. Previous Security Site …
      Too much going on, not a clean design
      Security alerts too technical so irrelevant to most visitors
      Old style
      LH nav
      Too much Ad-ware
    • 85. Security Portal refresh objective
      Promote MS’s free tools & resources that help customers improve their security
      How?
      Increase search discoverability, hence increase monthly UU’s & visits
      Improve site design to be more user friendly
      Take a phased approach to the development & SEO activities
      Phase 1: content & crawlability
      Phase 2: linking & connections
      Phase 3: tweaking to maximise exposure
    • 86. New security site – V1
    • 87. The Process So far …
      Engaged Martin Walsh immediately for guidance on design elements & the brief before we briefed the agency
      Worked with Martin’s Online Analytics Lead and Producers on the key SEO elements and best practices
      Thoroughly researched key words using tools such as Google trends, competitor sites, media sites & most recent press articles (hot security topics)
      Worked with Martin Walsh and his team to finalise the design to create the best customer experience
    • 88. Google Trends & Keywords
      www.google.com.au/trends
    • 89. Key Search Learnings
      Invest the time, the returns will come…
      How customers, not you, will use the site (Martin Walsh and his team are brilliant at this!!)
      Determine keywords that customers will use
      Have relevant & interesting content, not the standard Corp crap. Republishing Corp content leads to keyword competition & we’ll lose to them
      Keep the content updated!!!!!!
      Design the site to take advantage of how the search engines work (Martin Walsh and his team are brilliant at this!!)
      It’s an ongoing process– not a set & forget activity. My site’s only been up for a month, but we’ve only just begun
    • 90. Next Steps
      Flush old, out-of-date pages
      Link Building (link juice)
      Build links into Email Newsletters
      Work with DPE evangelists to include links to the Security on their blogs
      Continue to develop authorative links on 3rd party sites point to our Security pages
      Monitor Search traffic to the site
      Monitor and analyse which keywords are driving success events and end actions
      Monitor Security News site to pick up on the ‘buzz’ words, & update content on a regular basis
      Ongoing monthly optimisation for targeted keywords
    • 91. Case Study
      Microsoft TechEd
    • 92. The Tech.Ed 2008 website
    • 93. Duplicate Content Issues
      This occurs when 2 (or more) URLs display the same content, like in our case:a) www.microsoft.com.au/teched/b) www.microsoft.com.au/teched/default.aspxc) microsoft.com.au/teched/
      The SEO Issue a) This dilutes backlinksb) One of the pages will be dropped from the Search Index
      The Fix Use Permanent Redirection on all other URLs to single destination
    • 94. Spider View of the Homepage
      Great for SEO
      Have Page Headings that are descriptive and that contain good keywords
      Bad for SEO
      This is set as a Heading 2 (<H2>) tag and this is poor practice and the word “Main Navigation” is not a popular search term.
      The Fix – Remove it, or demote it to normal paragraph text.
    • 95. Don’t use “More” in links
      SEO Issue:
      Using “More” and “Click here” as link text does not pass on any keyword value to the destination pages.
      > See what you can Learn > Connect with other Developers > Explore Exhibitor’s Showcase
      The Fix:
      Use description text in links, this helps with SEO.
    • 96. Spiders can only follow Text Links
      SEO Issues:
      Search Robots can only follow text links.
      Invisible to Search Robots
      These are all image links, hence the robot cannot crawl to any of this content.
    • 97. Sources:
      Infographics – ELLIANCE
    • 98. Any Questions?
      Martin Walsh
      Digital Marketing Director
      www.twitter.com/martinwalsh
    • 99. Working Together with our SEM Agency
      Centralised search engine marketing strategy
      • 3 months intensive research, analysis and insights
      • 100. 3 months to assist us in operationalising the centralised program