Mike Moran step by step search optimization
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Mike Moran step by step search optimization

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Mike Moran step by step search optimization Mike Moran step by step search optimization Presentation Transcript

  • !quot;#$%!&'() Step-by-Step Search Marketing Success Mike Moran February 2008 ***+,quot;#$,&'()+-&, © 2008 Mike Moran
  • !quot;#$%!&'() How can you drive demand for your products? Increase your conversion rate Increase your traffic Or both Visitors 1000 1000 2000 2000 Conversion Rate 1% 2% 1% 2% Conversions 10 20 20 40 Base 2 © 2008 Mike Moran
  • !quot;#$%!&'() Direct marketing is run by the numbers Direct Mail Catalogs Elements Envelope, letter, Cover, size, inserts, response return envelope form Segmentation Mailing lists are culled by demographics, firmographics, RFM, and other factors Message Editors and copy writers assure a consistent message Testing ! Create multiple versions; analyze response ! Test responses to multiple designs ! Monitor over time and adjust Response Conversion rates are low but costs are, too 3 © 2008 Mike Moran
  • !quot;#$%!&'() Search marketing is similar Search Marketing Elements Web design, navigation, function, images, textual content Segmentation Keyword lists are culled by demographics, firmographics, RFM, and other factors Message Editors and copy writers assure a consistent message Testing ! Create multiple versions; analyze response ! Test responses to multiple designs ! Monitor over time and adjust Response Conversion rates are low but costs are, too 4 © 2008 Mike Moran
  • !quot;#$%!&'() Using search marketing to drive conversions ! How many search visitors come to buy? ! The right search result puts the visitor in the “Learn” Search stage to view a product page. ! How many customers that view a Learn product page put items in their carts? Use ! And how many check out? Shop ! Multiply by your average revenue and you have the impact of search Get on revenue. Buy Increasing the success rate at any stage increases the overall conversion rate 5 © 2008 Mike Moran
  • !quot;#$%!&'() What are the kinds of search marketing? Figure 2-1 Paid Search Types of Search Results. The Google search results screen clearly separates paid from organic results; other search engines combine them. Organic Search Organic search is editorial results Paid search is advertising 6 © 2008 Mike Moran
  • !quot;#$%!&'() Organic Search Process ***+,quot;#$,&'()+-&, © 2008 Mike Moran
  • !quot;#$%!&'() Organic search marketing might be done cheaply ! You have no per-click fees to pay ! You control your own content, so you can write it to match ! You control your Web site so you can let the search spider discover and index your pages ! But if your site is poorly designed or has bad content, repair can be quite expensive 8 © 2008 Mike Moran
  • !quot;#$%!&'() How does organic search work? Match the query query It starts with a query entered query The searcher enters a few words and the search engine analyzes the query. How many words? What language is it? Are the words spelled right? 9 © 2008 Mike Moran
  • !quot;#$%!&'() How does organic search work? Match the query query analyzed query entered query Search Index The search engine consults its index The search engine looks at its list of all the words to see which Web pages each word is found on. Then it compares the lists to see which pages contain all the words. 10 © 2008 Mike Moran
  • !quot;#$%!&'() How does organic search work? Match the query query analyzed query entered query Search Rank the Index matching matches URLs The search engine decides which pages are best The search engine weighs each page to see which ones have best combination of the searcher’s query words on the page and the best links to them from other important pages. 11 © 2008 Mike Moran
  • !quot;#$%!&'() How does organic search work? Match the query query analyzed query entered query Search Rank the Index matching matches The search engine URLs decides what to display titles and snippets sorted What are the titles of the best URLs pages? Display What text should be extracted as results the best “snippet” for each page? 12 © 2008 Mike Moran
  • !quot;#$%!&'() How does organic search work? Match the query query analyzed query entered query Search Rank the Index matching matches URLs titles and snippets sorted search results URLs The top 10 appear top 10 Display results Just like magic, right? results 13 © 2008 Mike Moran
  • !quot;#$%!&'() How do pages get into the search index? Home page Interior pages Spider The search engine “spider” program: ! “Crawls” the home page of a site ! Stores the text on the page in the search index Search Index ! Follows links on that page to do the same with other pages on that site—and other sites 14 © 2008 Mike Moran
  • !quot;#$%!&'() Step 1: Get your site’s pages into search indexes Get Pages Choose the search engines to Indexed target and check them Choose ! The Megastars Keywords Optimize ! The Specialists Content Attract ! The Locals Links 15 © 2008 Mike Moran
  • !quot;#$%!&'() Step 1: Get your site’s pages into search indexes Get Pages Remove spider traps that Indexed prevent pages from indexing ! Improper redirects of URLs Choose Keywords ! Incorrect robots coding ! JavaScript and DHTML navigation Optimize ! Flash or other rich media content Content ! More than two dynamic variables in a URL Attract ! Session parameters (“id=“ or “session=“): Links 16 © 2008 Mike Moran
  • !quot;#$%!&'() Step 1: Get your site’s pages into search indexes Get Pages Create spider paths that help Indexed your pages be discovered ! Site maps Choose Keywords ! Country maps Optimize ! Product Content lists, like this one from IBM (PageRank Attract 9 from Links Google) 17 © 2008 Mike Moran
  • !quot;#$%!&'() Step 1: Get your site’s pages into search indexes Get Pages Make sure pages are in the right Indexed country indexes ! Use the top-level domain (.co.uk, .se, .dk, .no, etc.) Choose of the country the page should be indexed for Keywords OR ! Host your page on a server in that country Optimize Content OR ! Get links from many Attract country Links pages 18 © 2008 Mike Moran
  • !quot;#$%!&'() Step 2: Choose your keywords and landing pages Get Pages Capture customers at every Indexed stage of the buying cycle ! Answer “research Search Choose questions” with Keywords informational content Learn Optimize Use ! Respond to Content product queries Shop with comparisons Get ! Provide detailed Attract Links Buy model and product pages for buyers 19 © 2008 Mike Moran
  • !quot;#$%!&'() Step 2: Choose your keywords and landing pages Get Pages Choose keywords Use all sources to Indexed that are “just right” target your keywords ! Don’t target ! Brainstorm words Choose keywords that are with your team “too hot” (they Keywords ! Check your multiple meanings search referrals or are poor Optimize matches for your ! Check your site Content site) search facility ! Check your ! Avoid keywords competitors Attract that are “too Links cold”—too few ! Use keyword searchers look for tools them 20 © 2008 Mike Moran
  • !quot;#$%!&'() Step 2: Choose your keywords and landing pages Get Pages Treat each language and Indexed country individually Choose ! Don’t just translate the original words Keywords ! Pick the must-win keywords and the landing page for each country Optimize Content Attract Links 21 © 2008 Mike Moran
  • !quot;#$%!&'() Step 2: Choose your keywords and landing pages Get Pages Choose a landing page for every Indexed keyword ! Where does your customer want to be? Choose Keywords ! Be careful when choosing the same page for multiple keywords: Optimize ! “Product Lifecycle Content Management” and “PLM” is OK Attract ! “Aerospace PLM” Links and “Automotive PLM”—no! 22 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Start Get Pages ! Every keyword Indexed needs a landing page Choose a Choose landing the next page for landing Choose ! Examine rankings, keywords page Keywords referrals, and conversions yes Analyze the ! Check your landing OK? Optimize page’s Content keyword usage on metrics your page no ! Focus on Improve the Audit the Attract keywords in titles landing landing page’s Links and throughout content page your text 23 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Acronym Get Pages e Indexed an imag i n text is Title Choose The Keywords Before Picture Optimize Content Uninteresting Google Attract Rank: No real relevant links Links #175 24 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Full keyword in title Get Pages Indexed xt te is now Title Choose The Keywords After Picture Optimize h Content d-ric wor Key Google Attract Rank: Many relevant links Links #1 25 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Get Pages Optimize pages in their national Indexed languages, not original languages ! Most translation services are not trained in Choose Keywords search marketing ! A translation that does not contain keyword- rich copy won’t give you high organic Optimize Content search rankings ! You must communicate the exact variations of keywords you want in the copy and Attract must insist they are used Links with the proper density 26 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Get Pages Code your language properly on Indexed your pages ! Search engines usually analyze your pages to Choose identify the language Keywords ! But, for vertical and smaller search engines, encode your page properly: Optimize ! Language meta tags--Here is the tag for Content Japanese: <meta http-equiv=quot;content- languagequot; content=quot;jaquot;> ! Character set meta tags—Again, the tag for Attract Japanese: <meta http-equiv=quot;content-typequot; Links content= quot;text/html; charset=shift-jisquot;> 27 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Audit and optimize your landing pages Get Pages Translators must understand search Indexed copywriting ! Most translation services are not Choose trained in search marketing Keywords ! A translation that does not contain keyword-rich copy won’t give you high Optimize Content organic search rankings ! You must communicate the exact Attract variations of keywords you want in the Links copy and must insist they are used with the proper density 28 © 2008 Mike Moran
  • !quot;#$%!&'() Step 4: Make your site a link magnet Get Pages Attract one-way links with content Indexed people want to link to Choose ! Make your content interesting and fresh Keywords ! Blogs Optimize ! Podcasts Content ! Provide something unique, such as a Attract Links useful free tool 29 © 2008 Mike Moran
  • !quot;#$%!&'() Step 4: Make your site a link magnet Get Pages Remove roadblocks that stop Indexed people from linking to you Choose ! Long weird URLs: Keywords http://www.sears.com/sr/javasr/dpp.do?vertical=Buying %20Guides&cat=Televisions&BV_UseBVCookie=Yes&splash=true&n- state=http://www.live.bguides.webcollage.net/_wc/televisions_1.html~~~G!0B6765CD4 C51!XRHzYAguDp1SwH5C~~~~@http://guides.sears.com/server/sears/bguides- televisions-showcase Optimize Content ! Forced registration before allowing someone to view Attract your page Links 30 © 2008 Mike Moran
  • !quot;#$%!&'() Step 4: Make your site a link magnet Get Pages Get your site listed by partners and Indexed by Web directories Choose ! Get your suppliers, customers, partners, dealers, Keywords and other companies to link to you ! Use Yahoo! Directory ($299 per year) and Open Directory (free) Optimize Content ! Use specialty directories for your industry or for specialized content, such as podcasts: Attract Links 31 © 2008 Mike Moran
  • !quot;#$%!&'() Paid Search Process ***+,quot;#$,&'()+-&, © 2008 Mike Moran
  • !quot;#$%!&'() Paid search is the fastest way to get traffic ! Organic search can take months but paid search can happen in minutes ! And, done properly, you’ll get a great return ! But if you don’t know what you’re doing ! You can lose a lot of money in a hurry 33 © 2008 Mike Moran
  • !quot;#$%!&'() How does paid search work? Match the query query It starts with a query entered query The searcher enters a few words and the search engine analyzes the query. How many words? What language is it? 34 © 2008 Mike Moran
  • !quot;#$%!&'() How does paid search work? Match the query query analyzed query entered query Ad Database The search engine consults its database The search engine looks at its list of all the words to see which ones have ads associated with them. 35 © 2008 Mike Moran
  • !quot;#$%!&'() How does paid search work? Match the query query analyzed query entered query Ad Rank the Database matching matches ads The search engine decides which ads are best The search engine weighs each ad to see which ones have best combination of the clickthrough rate and per-click bid. 36 © 2008 Mike Moran
  • !quot;#$%!&'() How does paid search work? Match the query query analyzed query entered query Ad Rank the Database matching matches ads The search engine ad copy sorted decides what to display ads What is the copy of the best ads? Display results 37 © 2008 Mike Moran
  • !quot;#$%!&'() How does paid search work? Match the query query analyzed query entered query Ad Rank the Database matching matches ads ad copy sorted search results ads The top ones appear top Display results Just like magic, right? results 38 © 2008 Mike Moran
  • !quot;#$%!&'() Local search is taking off ! Local search allows searchers to qualify their keywords with locations. ! And lists the businesses found in the phone book for that location. ! Searchers can even get their results shown on a map to see the location closest to them. 39 © 2008 Mike Moran
  • !quot;#$%!&'() Contextual advertising works for many advertisers Conversion rates may be lower, so make sure per-click costs are lower, too 40 © 2008 Mike Moran
  • !quot;#$%!&'() Shopping search might top all the opportunities The highest conversion rates, but per-click costs are often lower, too 41 © 2008 Mike Moran
  • !quot;#$%!&'() But paid placement is where most marketers play ! Bid on any keyword what you’ll pay for each click ! If your profit exceeds your click fees, you win ! It sounds simple, but… Paid placement bidding is really a personality test 42 © 2008 Mike Moran
  • !quot;#$%!&'() Step 1: Choose your targets ! Shopping search products ! Paid placement: ! Choose deeper keywords than for organic ! Choose your match types ! Choose your location 43 © 2008 Mike Moran
  • !quot;#$%!&'() Step 2: Choose your placement bidding strategy ! Profit is good, but what about Lifetime Value? ! Bid management tools can automatically adjust your bids based on some metrics but not profit or lifetime value 44 © 2008 Mike Moran
  • !quot;#$%!&'() Step 3: Optimize your clickthrough rates ! Emphasize the keywords in your title and your description ! Test different variations of the copy to find the one with the most clickthrough ! Ensure that your Display URL is short and readable ! Use automated keyword insertion to reduce workload Anatomy of a Google ad 45 © 2008 Mike Moran
  • !quot;#$%!&'() Step 4: Optimize your conversion rates ! Which keywords results in the highest conversions? ! Track every conversion and report on it ! Test different copy variations: ! Ad copy ! Landing page copy ! Copy on every other page in your conversion path ! Change it, change it, and change it again—don’t stop trying to improve, ever 46 © 2008 Mike Moran
  • !quot;#$%!&'() Read all about it ! “Buy this book, read it, and then read it again.” !quot;#$ --Chris Sherman, Search Engine Watch %#&'(quot;$ ! Updated at each printing )&'*#+,-.$ /#%+$%#00#' Available now ! “Great book.” --Robert Scoble, Scoblizer blog For more information about the ! “Act now and read books, and for the free Biznology it.” newsletter and blog: --Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark? www.mikemoran.com 47 © 2008 Mike Moran