LET’S TALK ABOUT SEARCH
#DEVCLASSLIVE
MARCH 20TH, 2014
SEARCH FOR ME
• RIDHO PUTRADI S’GARA
• FOUNDER AND CEO OF INBOUNDID
• EX LASALLE COLLEGE INTERNATIONAL, GOPHER, WEGO
• MAR...
SEARCH & BUY (ZMOT)
CONSUMER JOURNEY
CONSUMER JOURNEY & SEARCH BEHAVIOR
Smartphone Smartphone
Android
Smartphone
Android
Samsung
Smartphone
Android
Samsung Mur...
REACH
http://www.statisticbrain.com/google-searches/
http://www.alexa.com/topsites/countries/ID
ORGANIC
Pop Quiz
Have you searched for
your name on Google?
Does the results shows
who you are?
KEY ELEMENTS
Crawl
ability
Relevancy
Online
Authority
Analytics
CRAWL ABILITY
• HOW GOOGLE SEARCH ENGINE INTERACT WITH YOUR PAGES
What to lookat
• Google Index
• Crawl Status
OPTIMIZING YOUR SITE CRAWL ABILITY
• SITE STRUCTURES & NAVIGATION home
about experiences blog
programming
travel
faq
Impor...
SITEMAP
• BOTH FOR PAGES OR VIDEO
• HTTP://WWW.SITEMAPS.ORG/
• SUBMIT TO GOOGLE WEBMASTER TOOLS
RELEVANCY
• GOOGLE WANT TO SERVE THE MOST RELEVANT RESULTS FOR EVERY SEARCH QUERIES
• CONTENT QUALITY > VALUABLE
• GLOCAL
YOUR CONTENT
• VALUABLE, ACTIONABLE, SHAREABLE
• CONTENT OPTIMIZATION
• NOT FOR SEO > FOR YOUR AUDIENCES
• HTML TAG
• SHAR...
AUTHORSHIP
Build trust, beautiful
pictures, better CTR
STRUCTURED DATA
Data highlighter
Local Listing
MEANWHILE IN 2008
BAJU BAYI INI ADALAH BAJU BAYI YANG NYAMAN KARENA BAJU BAYI ADALAH BAJU BAYI YANG
TERBUAT DARI BAHAN KHU...
ONLINE AUTHORITY
• ORGANIC SEARCH OPTIMIZATION = WOM
• MORE AUTHORITY > MORE TRUST > BETTER RANKING
• SOCIAL AUTHORITY
• D...
LINKS
• IDEAL SCENARIO
• PEOPLE READ YOUR CONTENT, LOVE IT, SHARE IT ON SOCIAL, LINK TO IT FROM THEIR OWN PAGES
EARNING LINKS
• CREATE VALUABLE AND SHAREABLE CONTENT / SERVICES
• PROMOTE IT ON NETWORK WHERE YOUR AUDIENCES IS AND ENGAGE
BUILDING LINKS
• YOUR OWN ASSETS (BLOG, OTHER BLOG, SOCIAL PROFILE, COMPANY PAGES (PERHAPS))
• PAID LINKS – WITH CAUTION
SEO KEY METRICS
• RANKING
• SEARCH QUERIES GROWTH
• BRAND VISIBILITIES
• ORGANIC TRAFFICS – DIRECT TRAFFICS
• CONVERSIONS
PAID SEARCH (ADWORDS)
Note
Paid Search is not a short cut
to famous. Not also a set and
forget tools!
GOOGLE ADWORDS
• AN AUTOMATED AUCTION
• PAID SEARCH, NOT ORGANIC
• YOU CHOOSE RELEVANT KEY WORDS
• SEARCH TERM: WORD OR PH...
WHAT TO ASK FIRST
• CONSIDER WHAT ARE YOU TRYING TO ACCOMPLISH IN MARKETING PLAN
• AWARENESS?
• EDUCATION?
• REVENUE?
• CO...
QUALITY SCORE
• HISTORICAL PERFORMANCE/CLICK THROUGH RATE (CTR)
• ACCOUNT
• CAMPAIGN
• AD GROUP
• KEYWORD
• DISPLAY URL
•R...
CPC
• JUST BECAUSE YOU BID $1, YOU MAY NOT ACTUALLY PAY THAT MUCH
• GOOGLE DISCOUNTS YOUR PRICE SO YOU PAY ONLY $0.01 MORE...
HIERARCHY
• CAMPAIGN NAME
• ADGROUPS
• ADS
• KEYWORDS
• SEO AGENCY
• SEO SERVICES
• SEO SERVICES JAKARTA (HEADLINE)
IMPROV...
YOUR ADS
• HEADLINE NO LONGER THAN 25 CHARACTERS INCLUDING SPACES
• 2 DESCRIPTION LINES—NO LONGER THAN 35 CHARACTERS EACH ...
KNOW YOUR CUSTOMERS
• AGE
• GENDER
• INCOME
• EDUCATION
WHO HAVE THE MONEY TO BUY YOUR PRODUCTS
SUCCESSFUL TEXT ADS
• HIGHLIGHT YOUR UNIQUE STRENGTHS
• OFFER, PRODUCT, ETC.
• FREE SHIPPING, LARGE SELECTION, ETC.
• INCL...
CAMPAIGN ORGANIZATIONS
• SEPARATE YOUR CAMPAIGN BASED ON OBJECTIVE (CONSUMER JOURNEY), TARGET URL,
TARGET MARKET, DEVICES
...
KEYWORDS
• KEYWORDS VS. SEARCH QUERIES
• KEYWORDS (ALSO KNOWN AS ADWORDS), ARE BID ON
• QUERIES: WHAT USERS TYPE IN THE SE...
GOOGLE ADWORDS KEYWORD PLANNER
BID ESTIMATOR
Set an estimated bid
price and a daily
budget and the tool
will give you estimated
clicks, impressions,
cost...
MORE KEYWORDS
• GOOGLE SEARCH BASED KEYWORD TOOL
• MICROSOFT ADVERTISING INTELLIGENCE
• THESAURUS.COM
• WORDTRACKER
• KEYW...
CAMPAIGN BUDGET
• WHAT IS A ACQUISITION WORTH TO YOUR BUSINESS?
• WHAT IS THE AVERAGE WEBSITE RESPONSE RATE?
• WHAT IS THE...
WHAT’S YOUR ROI?
• ROI = (REVENUE OF INVESTMENT - COST OF INVESTMENT) / COST OF INVESTMENT
Pop Quiz
Have you set up your g...
THANK YOU, QUESTION?
I am reachable
ido@inboundid.com
+62818435486
Let's Talk About Search
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Let's Talk About Search

  1. 1. LET’S TALK ABOUT SEARCH #DEVCLASSLIVE MARCH 20TH, 2014
  2. 2. SEARCH FOR ME • RIDHO PUTRADI S’GARA • FOUNDER AND CEO OF INBOUNDID • EX LASALLE COLLEGE INTERNATIONAL, GOPHER, WEGO • MARKETER, AND 100% LEARNER • @IDOWEBID • HTTP://WWW.DIGITALFLAVOURS.COM
  3. 3. SEARCH & BUY (ZMOT)
  4. 4. CONSUMER JOURNEY
  5. 5. CONSUMER JOURNEY & SEARCH BEHAVIOR Smartphone Smartphone Android Smartphone Android Samsung Smartphone Android Samsung Murah Beli Smartphone Android Samsung
  6. 6. REACH http://www.statisticbrain.com/google-searches/ http://www.alexa.com/topsites/countries/ID
  7. 7. ORGANIC Pop Quiz Have you searched for your name on Google? Does the results shows who you are?
  8. 8. KEY ELEMENTS Crawl ability Relevancy Online Authority Analytics
  9. 9. CRAWL ABILITY • HOW GOOGLE SEARCH ENGINE INTERACT WITH YOUR PAGES What to lookat • Google Index • Crawl Status
  10. 10. OPTIMIZING YOUR SITE CRAWL ABILITY • SITE STRUCTURES & NAVIGATION home about experiences blog programming travel faq Important page
  11. 11. SITEMAP • BOTH FOR PAGES OR VIDEO • HTTP://WWW.SITEMAPS.ORG/ • SUBMIT TO GOOGLE WEBMASTER TOOLS
  12. 12. RELEVANCY • GOOGLE WANT TO SERVE THE MOST RELEVANT RESULTS FOR EVERY SEARCH QUERIES • CONTENT QUALITY > VALUABLE • GLOCAL
  13. 13. YOUR CONTENT • VALUABLE, ACTIONABLE, SHAREABLE • CONTENT OPTIMIZATION • NOT FOR SEO > FOR YOUR AUDIENCES • HTML TAG • SHARING BUTTON, PERHAPS!
  14. 14. AUTHORSHIP Build trust, beautiful pictures, better CTR
  15. 15. STRUCTURED DATA Data highlighter Local Listing
  16. 16. MEANWHILE IN 2008 BAJU BAYI INI ADALAH BAJU BAYI YANG NYAMAN KARENA BAJU BAYI ADALAH BAJU BAYI YANG TERBUAT DARI BAHAN KHUSUS UNTUK BAJU BAYI DAN BAJU BAYI INI SANGAT TERJANGKAU HARGANYA.
  17. 17. ONLINE AUTHORITY • ORGANIC SEARCH OPTIMIZATION = WOM • MORE AUTHORITY > MORE TRUST > BETTER RANKING • SOCIAL AUTHORITY • DON’T SPAM!
  18. 18. LINKS • IDEAL SCENARIO • PEOPLE READ YOUR CONTENT, LOVE IT, SHARE IT ON SOCIAL, LINK TO IT FROM THEIR OWN PAGES
  19. 19. EARNING LINKS • CREATE VALUABLE AND SHAREABLE CONTENT / SERVICES • PROMOTE IT ON NETWORK WHERE YOUR AUDIENCES IS AND ENGAGE
  20. 20. BUILDING LINKS • YOUR OWN ASSETS (BLOG, OTHER BLOG, SOCIAL PROFILE, COMPANY PAGES (PERHAPS)) • PAID LINKS – WITH CAUTION
  21. 21. SEO KEY METRICS • RANKING • SEARCH QUERIES GROWTH • BRAND VISIBILITIES • ORGANIC TRAFFICS – DIRECT TRAFFICS • CONVERSIONS
  22. 22. PAID SEARCH (ADWORDS) Note Paid Search is not a short cut to famous. Not also a set and forget tools!
  23. 23. GOOGLE ADWORDS • AN AUTOMATED AUCTION • PAID SEARCH, NOT ORGANIC • YOU CHOOSE RELEVANT KEY WORDS • SEARCH TERM: WORD OR PHRASE • WHEN A PROSPECTIVE CUSTOMER SEARCHES USING THESE KEYWORDS, OR SOMETHING RELATED TO THEM, YOUR KEYWORDS ARE PUT INTO AUCTION ALONG WITH THOSE OF OTHERS • PERSON WITH THE HIGHEST QUALITY SCORE AND THE HIGHEST MAX BID IS LISTED FIRST. • ADS APPEAR AS ―PAID‖ SEARCH RESULTS OR AS ―SPONSORED LINKS‖
  24. 24. WHAT TO ASK FIRST • CONSIDER WHAT ARE YOU TRYING TO ACCOMPLISH IN MARKETING PLAN • AWARENESS? • EDUCATION? • REVENUE? • CONSIDER WHAT TYPE OF SEARCHES YOU ARE TRYING TO CAPTURE • TRANSACTIONAL • INFORMATIONAL
  25. 25. QUALITY SCORE • HISTORICAL PERFORMANCE/CLICK THROUGH RATE (CTR) • ACCOUNT • CAMPAIGN • AD GROUP • KEYWORD • DISPLAY URL •RELEVANCE •LANDING PAGE (MORE ON THIS LATER) •KEYWORD TO AD / AD GROUP •AD GROUP TO LANDING PAGE
  26. 26. CPC • JUST BECAUSE YOU BID $1, YOU MAY NOT ACTUALLY PAY THAT MUCH • GOOGLE DISCOUNTS YOUR PRICE SO YOU PAY ONLY $0.01 MORE THAN IS REQUIRED FOR YOUR ADD TO APPEAR BEFORE YOUR CLOSEST COMPETITOR • ACTUAL CPC =(BID PRICE OF AD RANK TO BEAT) (YOUR QUALITY SCORE) + $0.01
  27. 27. HIERARCHY • CAMPAIGN NAME • ADGROUPS • ADS • KEYWORDS • SEO AGENCY • SEO SERVICES • SEO SERVICES JAKARTA (HEADLINE) IMPROVE YOUR SEARCH RANKING(DESCRIPTION) WORK WITH OUR PRO TEAM(DESCRIPTION) WWW.INBOUNDID.COM/SEO (DISPLAY URL) • SEO SERVICES, SEO SERVICES JAKARTA, BEST SEO SERVICES, ETC
  28. 28. YOUR ADS • HEADLINE NO LONGER THAN 25 CHARACTERS INCLUDING SPACES • 2 DESCRIPTION LINES—NO LONGER THAN 35 CHARACTERS EACH INCLUDING SPACES • TRY PUTTING A BENEFIT ON THE 2ND LINE AND A FEATURE OR OFFER ON THE 3RD LINE, THEN SWITCH TO SEE IF IMPROVEMENTS ARE MADE • DISPLAY URL – NO LONGER THAN 35 CHARACTERS • URL: WHERE DO YOU WANT THE PERSON WHO CLICKS TO GO. (NO LONGER THAN 1,024 CHARACTERS) • SHOULD BE A LANDING PAGE WHICH IS RELEVANT TO YOUR TEXT AD • DON’T USE THE HOME PAGE UNLESS IT PROVIDES DETAILS SIMILAR TO WHAT YOU ARE ADVERTISING
  29. 29. KNOW YOUR CUSTOMERS • AGE • GENDER • INCOME • EDUCATION WHO HAVE THE MONEY TO BUY YOUR PRODUCTS
  30. 30. SUCCESSFUL TEXT ADS • HIGHLIGHT YOUR UNIQUE STRENGTHS • OFFER, PRODUCT, ETC. • FREE SHIPPING, LARGE SELECTION, ETC. • INCLUDE PRICES, PROMOTIONS, EXCLUSIVES IF APPLICABLE • TELL CUSTOMERS WHAT THEY CAN DO USING STRONG VERBS • PURCHASE, CALL TODAY, ORDER, SIGN UP, GET A QUOTE, ETC. • INCLUDE AT LEAST ONE OF YOUR KEYWORDS IN TEXT AD • MATCH AD TO THE LANDING PAGE • EXPERIMENT • CREATE 3-4 ADS PER AD GROUP AND MEASURE PERFORMANCE USING ANALYTICS
  31. 31. CAMPAIGN ORGANIZATIONS • SEPARATE YOUR CAMPAIGN BASED ON OBJECTIVE (CONSUMER JOURNEY), TARGET URL, TARGET MARKET, DEVICES • TIGHT AD GROUP AdGroup SEO Services SEO Agency Keywords seo services seo services jakarta best seo services seo agency seo agency jakarta top seo agency Campaign Name: SEO – ID – ID
  32. 32. KEYWORDS • KEYWORDS VS. SEARCH QUERIES • KEYWORDS (ALSO KNOWN AS ADWORDS), ARE BID ON • QUERIES: WHAT USERS TYPE IN THE SEARCH BOX • MATCH TYPES FOR GOOGLE AND BING • BROAD: LOOSE MATCHES, MUCH TRAFFIC. • NOT RECOMMENDED • CHEAPEST, BUT NOT TARGETED • BROAD MATCH: BROADER RESULTS, BUT YOU CAN SPECIFY THAT CERTAIN WORDS MUST BY IN THE SEARCH TERM • PHRASE: TIGHTER MATCH, LESS TRAFFIC, MORE TARGETED, EXPENSIVE • EXACT: TIGHTEST MATCH, LEAST TRAFFIC, ALSO MOST TARGETED, MOST EXPENSIVE • NEGATIVE: ELIMINATES WORDS AND CONTROLS TRAFFIC
  33. 33. GOOGLE ADWORDS KEYWORD PLANNER
  34. 34. BID ESTIMATOR Set an estimated bid price and a daily budget and the tool will give you estimated clicks, impressions, cost, click through rate, ave CPC, and average position.
  35. 35. MORE KEYWORDS • GOOGLE SEARCH BASED KEYWORD TOOL • MICROSOFT ADVERTISING INTELLIGENCE • THESAURUS.COM • WORDTRACKER • KEYWORD DISCOVERY • SPYFU • GOOGLE SUGGEST • GOOGLE TRENDS • MIVA • NICHEWATCH • WORDZ
  36. 36. CAMPAIGN BUDGET • WHAT IS A ACQUISITION WORTH TO YOUR BUSINESS? • WHAT IS THE AVERAGE WEBSITE RESPONSE RATE? • WHAT IS THE AVERAGE CONVERSION RATE IN PERSON, OVER THE PHONE OR ONLINE. • WHAT ARE YOU WILLING TO PAY PER CLICK BASED ON CONVERSION RATE AND ACQUISITION VALUE?
  37. 37. WHAT’S YOUR ROI? • ROI = (REVENUE OF INVESTMENT - COST OF INVESTMENT) / COST OF INVESTMENT Pop Quiz Have you set up your goal tracking or ecommerce tracking on your Google Analytics?
  38. 38. THANK YOU, QUESTION? I am reachable ido@inboundid.com +62818435486
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