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

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Ivantage: Search marketing trends Ivantage: Search marketing trends Presentation Transcript

  • 1
    www.ivantage.co.uk
    Search marketing best practice
    Matt Trimmer
    Principal Consultant & Managing Director
    1
  • 2
    www.ivantage.co.uk
    About ivantage
    Established in 2002
    Independent
    44th ranked search agency by NMA
    Only agency in UK with these Google certifications
  • 3
    www.ivantage.co.uk
    What we do
    • We help grow online businesses by View slide
    • Generating web site traffic through View slide
    • 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
  • 4
  • 5
    www.ivantage.co.uk
    Client projects - business to business
  • www.ivantage.co.uk
    Client projects – NGOs and GOs
  • 7
    www.ivantage.co.uk
    Search marketing
    • Paid search
    • Google AdWords
    • Organic search
    • On-page SEO
    • Off-page SEO
  • 8
    www.ivantage.co.uk
    Paid search with Google AdWords
    • Should I bid on my brand?
    • Depends on who else is
    • No bidding > Rely on organic results
  • 9
    www.ivantage.co.uk
    Should I bid on my brand?
    • If competitors/affiliates are, you should
    • Your Ad should be most relevant
    • Pushing competitors down, their bids up
  • 10
    www.ivantage.co.uk
    Other benefits
    • Control your brand message
    • Communicate short term offers
    • Ad Extensions
    • Ad Sitelinks
    • Direct “customers” to offers
  • 11
    www.ivantage.co.uk
    If you bid
    • Understand performance of brand and non-brand keywords
    • Easily done with Google Analytics
    • Advanced Segments
  • 12
    www.ivantage.co.uk
    Why is brand keyword return so high?
    • Understand how an “unaware” customer
    • Searches for “hair loss supplements”
    • Visits site but does not buy
    • Becomes an “aware customer”
    • Searches for “Tricologic”
    • Visits site and buys
    • Brand keyword “wins” sale on last click attribution
    • Brand keywords show high RoI
    • Depends on tracking technology
    • Google Analytics Multichannel Funnels
    • Assisted conversions
  • 13
    www.ivantage.co.uk
    Ad Extensions
    • Product Extensions
    • Need to feed Google Products
  • 14
    www.ivantage.co.uk
    Ad Extentions
    • Location Extensions
    • Multiple Addresses in Beta
  • 15
    www.ivantage.co.uk
    Ad Extensions
    • Call Extensions
    • Call Metrics in Beta (USA)
    • Call tracking on all ads
  • 16
    www.ivantage.co.uk
    Ad Extensions
    • Seller Ratings
    • Reviews
    • Limited release
    • Need to feed Google Product Search
    • 30 reviews at Review Centre, Bizrate, etc
    • Great for SEO anyway
    • Revoo? Feefo?
  • 17
    www.ivantage.co.uk
    Ad Extensions
    • +1
    • Those that +1 your Ad
    • are recommending you Ad/Site
    • Consider adding +1 button to your site too
  • 18
    www.ivantage.co.uk
    Other Google AdWords Features
    • Display
    • On the Google Display Network
    • Lift the performance of a search campaign
    • Awareness
    • Re-marketing
    • Allows you to show ads to users who've previously visited your website as they browse other sites in the Display network
    • In-Video
    • On You Tube Video
    • On the Google Display Network
    • Mobile
    • Hyperlocal Distance Information with Location Extensions
    • Click to Call
    • Mobile sitelinks
  • 19
    www.ivantage.co.uk
    On-page best practices
    • Any website is normally addressable at least 4 ways:
    • www.ivantage.co.uk
    • www.ivantage.co.uk/index.htm
    • ivantage.co.uk
    • ivantage.co.uk/index.htm
    • Choose your preferred (canonical) URL (marketing URL)
    • www.ivantage.co.uk
    • 301 redirect all other variations to your preferred URL
    • This prevents duplication
    • Concentrates link equity to one home page
  • 20
    www.ivantage.co.uk
    Now link from your home page to key pages
    • Now your canonical URL is in place
    • Link with anchor text to key pages
    • or at least to a static sitemap page
    • Do have unique Title Tags
    • Match keywords used by customers to pages with matching titles
    • One page - 1-3 keywords
    • Do have unique, compelling description tags
    • Do have H1,H2,H3, etc tags
  • 21
    www.ivantage.co.uk
    Off-page SEO
    • We think of link building as a series of steps
    • with each step increasing in difficulty, resources and engagement
    • but with an appropriate return in ranking reward
  • 22
    www.ivantage.co.uk
    Link building strategy
    • Harness your internal link structure
    • Harness your political link structure
    • Connect to the core
    • Develop your profile
    • Connect to your theme
    • Make your news
    • Interact with your theme
    • Make the news
    • Develop thought leadership
  • 23
    www.ivantage.co.uk
    Link building strategy
    • Harness your internal link structure
    • Canonical URL, linking to key contentHarness your political link structure
    • Holding companies/sites, Suppliers, Customers, Clients, Employees, Friends, Solicitors, Accountants, Testimonials You provide, Student web pages, Business partners, Edu Alumni pages
  • 24
    www.ivantage.co.uk
    Link building strategy
    • Connect to the core
    • Connect to core trusted sites
    • Yahoo, DMOZ, Business.com, bestoftheweb.com
  • 25
    www.ivantage.co.uk
    Core directories (Planet Ocean)
  • 26
    www.ivantage.co.uk
    Core directories cont’d (Planet Ocean)
  • 27
    www.ivantage.co.uk
    Link building strategy
    • Develop your profile
    • Flickr.com
    • Linkedin.com
    • Myspace.com
    • Friendster.com
    • Profiles.yahoo.com
    • 360.yahoo.com squidoo.com
    • groups.google.com
    • groups.msn.com
    • groups.yahoo.com
    • spaces.msn.com
    • Facebook.com
  • 28
    www.ivantage.co.uk
    Link building strategy
    • Develop your profile
    • Like us, +1 , LinkedIn bookmark buttons on your site
  • 29
    www.ivantage.co.uk
    Link building strategy
    • Connect to your themeWikisWikipedia (no follow)Wet PaintNamyzGoogle KnolMyWikiBizAboutus.orgArticles
    • Article directories
    • Professional bodies, organisations
    • Industry representatives
    • Research houses
    • Vertical directories
    • Search for"your keyword" directory OR directories OR "* directory" OR "* directories" OR "search engine" OR "search engines"
  • 30
    www.ivantage.co.uk
    Link building strategy
    • Make your News
    • Press releases (Social Media Press Release)
    • PRWeb
    • Aim for
    • Syndication or releases with links to your site
    • Blog Reviews
    • Social Bookmarking of
    • Release
    • Syndicated releases
    • Blog reviews
    • Combine with Article releases
  • 31
    www.ivantage.co.uk
    Link building strategy
    • Interact with your themeMake relevant comments on relevant blogs
    • Competitors
    • Commentators
    • Expert postings
    • Ensure blogs do not using no follow tag
    • Guest blogging on relevant blogs
    • Target key blogs
    • Advanced search
    • "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
  • 32
    www.ivantage.co.uk
    Link building strategy
    • Make the news
    • Develop a news feed
    • Apply to become a news source
    • Google
    • Yahoo!
    • Develop a blog
    • Create a micro-blog
    • Twitter
    • Re-tweet with Twitter!
  • 33
    www.ivantage.co.uk
    Link building strategy
    • Develop thought leadership
    • Link bait – reasons to link back to site
    • Lists
    • 101 ways to
    • 10 reports to die for
    • Interviews
    • Tools
    • E.g. Wordpress.org
    • Awards and Contests
    • Gadgets and Widgets
    • Google Gadgets
    • Facebook Apps
    • Yahoo widgets
    • Aim for
    • Viral effect
    • E.g “will it blend”