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Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
Ivantage: Search marketing trends
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Ivantage: Search marketing trends

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Latest developments in search & PPC & link building

Latest developments in search & PPC & link building

Published in: Technology, Design
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  • 1. 1<br />www.ivantage.co.uk<br />Search marketing best practice<br />Matt Trimmer<br />Principal Consultant &amp; Managing Director<br />1<br />
  • 2. 2<br />www.ivantage.co.uk<br />About ivantage<br />Established in 2002<br />Independent<br />44th ranked search agency by NMA<br />Only agency in UK with these Google certifications<br />
  • 3. 3<br />www.ivantage.co.uk<br />What we do<br /><ul><li>We help grow online businesses by
  • 4. Generating web site traffic through
  • 5. Paid Search (PPC)
  • 6. Natural Search (SEO)
  • 7. Local &amp; Mobile search
  • 8. Social media
  • 9. Display &amp; video
  • 10. E-mail
  • 11. Analyzing web site traffic using
  • 12. Web Analytics to accurately analyse how visitors find and interact with websites
  • 13. Converting web site traffic using
  • 14. Conversion Rate Optimisation to convert visitors into customers or clients</li></li></ul><li>4<br />
  • 15. 5<br />www.ivantage.co.uk<br />Client projects - business to business<br />
  • 16. www.ivantage.co.uk<br />Client projects – NGOs and GOs<br />
  • 17. 7<br />www.ivantage.co.uk<br />Search marketing<br /><ul><li>Paid search
  • 18. Google AdWords
  • 19. Organic search
  • 20. On-page SEO
  • 21. Off-page SEO</li></li></ul><li>8<br />www.ivantage.co.uk<br />Paid search with Google AdWords<br /><ul><li>Should I bid on my brand?
  • 22. Depends on who else is
  • 23. No bidding &gt; Rely on organic results</li></li></ul><li>9<br />www.ivantage.co.uk<br />Should I bid on my brand?<br /><ul><li>If competitors/affiliates are, you should
  • 24. Your Ad should be most relevant
  • 25. Pushing competitors down, their bids up</li></li></ul><li>10<br />www.ivantage.co.uk<br />Other benefits<br /><ul><li>Control your brand message
  • 26. Communicate short term offers
  • 27. Ad Extensions
  • 28. Ad Sitelinks
  • 29. Direct “customers” to offers</li></li></ul><li>11<br />www.ivantage.co.uk<br />If you bid<br /><ul><li>Understand performance of brand and non-brand keywords
  • 30. Easily done with Google Analytics
  • 31. Advanced Segments</li></li></ul><li>12<br />www.ivantage.co.uk<br />Why is brand keyword return so high?<br /><ul><li>Understand how an “unaware” customer
  • 32. Searches for “hair loss supplements”
  • 33. Visits site but does not buy
  • 34. Becomes an “aware customer”
  • 35. Searches for “Tricologic”
  • 36. Visits site and buys
  • 37. Brand keyword “wins” sale on last click attribution
  • 38. Brand keywords show high RoI
  • 39. Depends on tracking technology
  • 40. Google Analytics Multichannel Funnels
  • 41. Assisted conversions</li></li></ul><li>13<br />www.ivantage.co.uk<br />Ad Extensions<br /><ul><li>Product Extensions
  • 42. Need to feed Google Products</li></li></ul><li>14<br />www.ivantage.co.uk<br />Ad Extentions<br /><ul><li>Location Extensions
  • 43. Multiple Addresses in Beta</li></li></ul><li>15<br />www.ivantage.co.uk<br />Ad Extensions<br /><ul><li>Call Extensions
  • 44. Call Metrics in Beta (USA)
  • 45. Call tracking on all ads</li></li></ul><li>16<br />www.ivantage.co.uk<br />Ad Extensions<br /><ul><li>Seller Ratings
  • 46. Reviews
  • 47. Limited release
  • 48. Need to feed Google Product Search
  • 49. 30 reviews at Review Centre, Bizrate, etc
  • 50. Great for SEO anyway
  • 51. Revoo? Feefo?</li></li></ul><li>17<br />www.ivantage.co.uk<br />Ad Extensions<br /><ul><li>+1
  • 52. Those that +1 your Ad
  • 53. are recommending you Ad/Site
  • 54. Consider adding +1 button to your site too</li></li></ul><li>18<br />www.ivantage.co.uk<br />Other Google AdWords Features<br /><ul><li>Display
  • 55. On the Google Display Network
  • 56. Lift the performance of a search campaign
  • 57. Awareness
  • 58. Re-marketing
  • 59. Allows you to show ads to users who&apos;ve previously visited your website as they browse other sites in the Display network
  • 60. In-Video
  • 61. On You Tube Video
  • 62. On the Google Display Network
  • 63. Mobile
  • 64. Hyperlocal Distance Information with Location Extensions
  • 65. Click to Call
  • 66. Mobile sitelinks</li></li></ul><li>19<br />www.ivantage.co.uk<br />On-page best practices<br /><ul><li>Any website is normally addressable at least 4 ways:
  • 67. www.ivantage.co.uk
  • 68. www.ivantage.co.uk/index.htm
  • 69. ivantage.co.uk
  • 70. ivantage.co.uk/index.htm
  • 71. Choose your preferred (canonical) URL (marketing URL)
  • 72. www.ivantage.co.uk
  • 73. 301 redirect all other variations to your preferred URL
  • 74. This prevents duplication
  • 75. Concentrates link equity to one home page</li></li></ul><li>20<br />www.ivantage.co.uk<br />Now link from your home page to key pages<br /><ul><li>Now your canonical URL is in place
  • 76. Link with anchor text to key pages
  • 77. or at least to a static sitemap page
  • 78. Do have unique Title Tags
  • 79. Match keywords used by customers to pages with matching titles
  • 80. One page - 1-3 keywords
  • 81. Do have unique, compelling description tags
  • 82. Do have H1,H2,H3, etc tags</li></li></ul><li>21<br />www.ivantage.co.uk<br />Off-page SEO<br /><ul><li>We think of link building as a series of steps
  • 83. with each step increasing in difficulty, resources and engagement
  • 84. but with an appropriate return in ranking reward</li></li></ul><li>22<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Harness your internal link structure
  • 85. Harness your political link structure
  • 86. Connect to the core
  • 87. Develop your profile
  • 88. Connect to your theme
  • 89. Make your news
  • 90. Interact with your theme
  • 91. Make the news
  • 92. Develop thought leadership</li></li></ul><li>23<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Harness your internal link structure
  • 93. Canonical URL, linking to key contentHarness your political link structure
  • 94. Holding companies/sites, Suppliers, Customers, Clients, Employees, Friends, Solicitors, Accountants, Testimonials You provide, Student web pages, Business partners, Edu Alumni pages</li></li></ul><li>24<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Connect to the core
  • 95. Connect to core trusted sites
  • 96. Yahoo, DMOZ, Business.com, bestoftheweb.com</li></li></ul><li>25<br />www.ivantage.co.uk<br />Core directories (Planet Ocean)<br />
  • 97. 26<br />www.ivantage.co.uk<br />Core directories cont’d (Planet Ocean)<br />
  • 98. 27<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Develop your profile
  • 99. Flickr.com
  • 100. Linkedin.com
  • 101. Myspace.com
  • 102. Friendster.com
  • 103. Profiles.yahoo.com
  • 104. 360.yahoo.com squidoo.com
  • 105. groups.google.com
  • 106. groups.msn.com
  • 107. groups.yahoo.com
  • 108. spaces.msn.com
  • 109. Facebook.com</li></li></ul><li>28<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Develop your profile
  • 110. Like us, +1 , LinkedIn bookmark buttons on your site</li></li></ul><li>29<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Connect to your themeWikisWikipedia (no follow)Wet PaintNamyzGoogle KnolMyWikiBizAboutus.orgArticles
  • 111. Article directories
  • 112. Professional bodies, organisations
  • 113. Industry representatives
  • 114. Research houses
  • 115. Vertical directories
  • 116. Search for&quot;your keyword&quot; directory OR directories OR &quot;* directory&quot; OR &quot;* directories&quot; OR &quot;search engine&quot; OR &quot;search engines&quot; </li></li></ul><li>30<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Make your News
  • 117. Press releases (Social Media Press Release)
  • 118. PRWeb
  • 119. Aim for
  • 120. Syndication or releases with links to your site
  • 121. Blog Reviews
  • 122. Social Bookmarking of
  • 123. Release
  • 124. Syndicated releases
  • 125. Blog reviews
  • 126. Combine with Article releases</li></li></ul><li>31<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Interact with your themeMake relevant comments on relevant blogs
  • 127. Competitors
  • 128. Commentators
  • 129. Expert postings
  • 130. Ensure blogs do not using no follow tag
  • 131. Guest blogging on relevant blogs
  • 132. Target key blogs
  • 133. Advanced search
  • 134. &quot;your keyword&quot; &quot;submit * article&quot; OR &quot;submit * articles&quot; OR &quot;add * article&quot; OR &quot;add * articles&quot; OR &quot;featured writer&quot; OR &quot;featured writers&quot; OR &quot;featured author&quot; OR &quot;featured authors&quot; OR &quot;featured contributor&quot; OR &quot;featured blogger&quot; OR &quot;guest author&quot; OR &quot;guest writer&quot; OR &quot;guest blogger&quot; OR &quot;guest post&quot; OR &quot;submit * tutorial&quot; Competitors</li></li></ul><li>32<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Make the news
  • 135. Develop a news feed
  • 136. Apply to become a news source
  • 137. Google
  • 138. Yahoo!
  • 139. Develop a blog
  • 140. Create a micro-blog
  • 141. Twitter
  • 142. Re-tweet with Twitter!</li></li></ul><li>33<br />www.ivantage.co.uk<br />Link building strategy<br /><ul><li>Develop thought leadership
  • 143. Link bait – reasons to link back to site
  • 144. Lists
  • 145. 101 ways to
  • 146. 10 reports to die for
  • 147. Interviews
  • 148. Tools
  • 149. E.g. Wordpress.org
  • 150. Awards and Contests
  • 151. Gadgets and Widgets
  • 152. Google Gadgets
  • 153. Facebook Apps
  • 154. Yahoo widgets
  • 155. Aim for
  • 156. Viral effect
  • 157. E.g “will it blend”</li>

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