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1<br />www.ivantage.co.uk<br />Search marketing best practice<br />Matt Trimmer<br />Principal Consultant & Managing Direc...
2<br />www.ivantage.co.uk<br />About ivantage<br />Established in 2002<br />Independent<br />44th ranked search agency by ...
3<br />www.ivantage.co.uk<br />What we do<br /><ul><li>We help grow online businesses by
Generating web site traffic through
Paid Search (PPC)
Natural Search (SEO)
Local & Mobile search
Social media
Display & video
E-mail
Analyzing web site traffic using
Web Analytics to accurately analyse how visitors find and interact with websites
Converting web site traffic using
Conversion Rate Optimisation to convert visitors into customers or clients</li></li></ul><li>4<br />
5<br />www.ivantage.co.uk<br />Client projects  - business to business<br />
www.ivantage.co.uk<br />Client projects – NGOs and GOs<br />
7<br />www.ivantage.co.uk<br />Search marketing<br /><ul><li>Paid search
Google AdWords
Organic search
On-page SEO
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...
Depends on who else is
No bidding > Rely on organic results</li></li></ul><li>9<br />www.ivantage.co.uk<br />Should I bid on my brand?<br /><ul><...
Your Ad should be most relevant
Pushing competitors down, their bids up</li></li></ul><li>10<br />www.ivantage.co.uk<br />Other benefits<br /><ul><li>Cont...
Communicate short term offers
Ad Extensions
Ad Sitelinks
Direct “customers” to offers</li></li></ul><li>11<br />www.ivantage.co.uk<br />If you bid<br /><ul><li>Understand performa...
Easily done with Google Analytics
Advanced Segments</li></li></ul><li>12<br />www.ivantage.co.uk<br />Why is brand keyword return so high?<br /><ul><li>Unde...
Searches for “hair loss supplements”
Visits site but does not buy
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Ivantage: Search marketing trends

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Latest developments in search & PPC & link building

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Transcript of "Ivantage: Search marketing trends"

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