Search Engine Marketing Digital Readiness Training V4
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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!!

Search Engine Marketing Digital Readiness Training V4 Search Engine Marketing Digital Readiness Training V4 Presentation Transcript

  • Digital Marketing: From Monologue to Dialogue – Search Engine Marketing
    Martin Walsh
    Digital Marketing Director
  • 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
  • What we want to avoid
    • Search return results linking to negative content.
    • 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
  • Where does Search fit into the marketing mix?
  • Search and the Purchase Funnel
    Awareness
    Consideration
    Intent to Interact
    Conversion
    TVC / Print / Radio / Outdoor
    Digital – Display / eDM / Partnerships
    Search Marketing
    Website
  • SEO Decision Funnel
    As a visitor refines their search criteria, there are certain patterns that emerge in their queries.
  • 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?
  • Search Marketing Overview
  • 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.
  • 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.
  • Web Search Strategies in Plain Englishby Common Craft
    http://au.youtube.com/watch?v=CWHPf00Jkqg
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • Search Engine Advertising
    SEA
    Advertisers pay on a cost per visitor basis for traffic delivered to their site through Search Engine listings
  • 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.
  • 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
  • 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
  • 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
  • Contextual Targeting
    Contextual Targeting
    Paid Search ads appear alongside contextually relevant content
    Search Engines will determine when ads are relevant and automatically serve ads
  • SEO: Search Engine Optimisation
    SEO
    Websites are ranked by relevancy according to search engine algorithms (i.e. a compliance checklist)
    Affected by website design.
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 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.
  • 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..
  • 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.
  • 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.
  • 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?
  • 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.
  • Building Trust Through Search Marketing
    Additional Considerations
    1
    Site age
    2
    Site depth
    Social Media Optimisation
    3
    4
    Brand Management
  • Brand & Reputation Management
  • Interactive Session
  • 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
  • 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.
  • SEO Analyzer Tools - external
    http://www.seoworkers.com/tools/analyzer.html
    http://www.seocentro.com/tools/search-engines/metatag-analyzer.html
  • 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
    • 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
  • Answers – Tech Ed
    Keywords that came to mind: Technical Education, Learning, Microsoft Conference, Tech Ed...
  • 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)
  • Answers - Dynamics
    Look at Competitors websites
    Keywords that come up:
    • CRM
    • Business Software
    • ERP Software
    • Sale Force Automation
    • Business Solutions
  • Answers - Dynamics
    This is proof that humans are lazy.
    Use Google Trends to help refine your keyword lists.
  • 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)
  • SEM Integration
  • 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%
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • TV Drives Conversion through Search
    Paid Search Conversion Rate
    National TV GRP’s
    Correlation=82.74%
    Conversion Rate
    TV GRP’s
  • 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
  • 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
  • Over 2.5 million views on You Tube
  • Facebook groups with thousands of members
  • http://www.aglassandahalffullproductions.com
    Cadbury’s created a specific dynamic website, users could register to receive more information from the Cadbury Group
  • highest search volumes around ad launch
    Spike in search volume for related keywords
  • 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
  • Interactive Session
  • Case Study
    Microsoft Security
  • 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
  • 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
  • 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
  • New security site – V1
  • 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
  • Google Trends & Keywords
    www.google.com.au/trends
  • 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
  • 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
  • Case Study
    Microsoft TechEd
  • The Tech.Ed 2008 website
  • 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
  • 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.
  • 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.
  • 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.
  • Sources:
    Infographics – ELLIANCE
  • Any Questions?
    Martin Walsh
    Digital Marketing Director
    www.twitter.com/martinwalsh
  • Working Together with our SEM Agency
    Centralised search engine marketing strategy
    • 3 months intensive research, analysis and insights
    • 3 months to assist us in operationalising the centralised program