SEM Introduction Calgary Entrepreneurs Meet-up June 11 Informed decision-making comes from a long tradition of guessing and then blaming others for inadequate results. - Scott Adams

Agenda SEM defined What is SEO Why SEO? How SEO works What about the Spiders? SEO workflow new site existing site All about PPC Nitty Gritty Down and Dirty SEO & PPC Tools 4 u Q&A

SEM defined

What is SEO

Why SEO?

How SEO works

What about the Spiders?

SEO workflow

new site

existing site

All about PPC

Nitty Gritty Down and Dirty SEO & PPC

Tools 4 u

Q&A

What is SEM? Some acronyms SEO (search engine optimization) SEM (search engine marketing) PPC (pay per click) WA/GA (web/google analytics) www (world wide web – w3) url (uniform resource locator) w3c (world wide web compliance) Serps (search engine results pages) Big G (Google) Y! (Yahoo) WTHK / Owl?Hell (Live/MSN/Bing) 

Some acronyms

SEO (search engine optimization)

SEM (search engine marketing)

PPC (pay per click)

WA/GA (web/google analytics)

www (world wide web – w3)

url (uniform resource locator)

w3c (world wide web compliance)

Serps (search engine results pages)

Big G (Google)

Y! (Yahoo)

WTHK / Owl?Hell (Live/MSN/Bing) 

What is SEM? Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a website in the search engine results pages (SERPS) There are three (3) main methods: Search Engine Optimization (SEO) Pay Per Click (PPC) Paid Inclusion SEM = SEO + PPC + PI + Analytics

Search Engine Marketing (SEM) is a set of marketing methods used to increase the visibility of a website in the search engine results pages (SERPS)

There are three (3) main methods:

Search Engine Optimization (SEO)

Pay Per Click (PPC)

Paid Inclusion

SEM = SEO + PPC + PI + Analytics

What is SEO? Attempt to improve the organic / natural rankings of a site in the search engine results pages for a relevant finite set of keywords. Improvement is both in terms of number of: listings in the SERPs (amount of visible real estate) per terms and across number of branded and non-brand terms, and where those listings rank +/- 40% of click throughs can be attributed to the number one organic result

Attempt to improve the organic / natural rankings of a site in the search engine results pages for a relevant finite set of keywords.

Improvement is both in terms of number of:

listings in the SERPs (amount of visible real estate) per terms and across number of branded and non-brand terms, and

where those listings rank

+/- 40% of click throughs can be attributed to the number one organic result

What is SEO… Top 10/11 SEs: Google - Yahoo - MSN - Ask - Altavista - AOL - AlltheWeb (Fast) - Gigablast - Netscape Search - Snap.com - WISEnut -

Rank 1 Real Estate/Visibility

Title Tag META description

Real Estate/Visibility

Why SEO… Results in FY09 for QuickTax with effective SEO implementation and integration across most areas with some limitations: Search traffic increased 50% Search conversions increased 20% Effective SEO & social integration combined with SEO backlink strategy increased inbound external links nearly 100% SEO teamed with PR and optimized a test online press release which received over 41K headline impressions in three days, and spiked both referral site and organic search visitors SEO achieved a net gain in Google rankings on target universe of keywords & Google exposure on selected terms increased more than 12% (excluding long tail effect)

Results in FY09 for QuickTax with effective SEO implementation and integration across most areas with some limitations:

Search traffic increased 50%

Search conversions increased 20%

Effective SEO & social integration combined with SEO backlink strategy increased inbound external links nearly 100%

SEO teamed with PR and optimized a test online press release which received over 41K headline impressions in three days, and spiked both referral site and organic search visitors

SEO achieved a net gain in Google rankings on target universe of keywords & Google exposure on selected terms increased more than 12% (excluding long tail effect)

Why SEO… “ tax” “ tax software” “online tax returns” “ free online tax software for students” SEO Long-tail

Why SEO… In other words: increased sales increased traffic decreased reliance on PPC (cost savings) increased online exposure increased online brand awareness increased online market penetration via search & social initiatives increased customer collaboration and community interaction via search and social initiatives All for FREE

In other words:

increased sales

increased traffic

decreased reliance on PPC (cost savings)

increased online exposure

increased online brand awareness

increased online market penetration via search & social initiatives

increased customer collaboration and community interaction via search and social initiatives

All for FREE

How SEO Works… SEO is required to research and identify the top keyphrases being used by the online market

SEO is required to research and identify the top keyphrases being used by the online market

How SEO Works… SEO is aimed at telling the spiders that our page is really the most relevant result - of all the possible results returned – for our chosen keywords & phrases; ultimate objective - to be #1 This process of convincing the spiders involves analysis & optimisation of: Html structure and underlying site architecture including W3C conformity The individual URLs Page Titles & Metadata Headers Copy / content keyword density, prominence and weighting Effective labeling and file names of imagery Directory Submission, Sitemap Creation Reporting, Analysis and Evaluation

SEO is aimed at telling the spiders that our page is really the most relevant result - of all the possible results returned – for our chosen keywords & phrases; ultimate objective - to be #1

This process of convincing the spiders involves analysis & optimisation of:

Html structure and underlying site architecture including W3C conformity

The individual URLs

Page Titles & Metadata

Headers

Copy / content keyword density, prominence and weighting

Effective labeling and file names of imagery

Directory Submission, Sitemap Creation

Reporting, Analysis and Evaluation

What the spider sees… Identifying your page (onpage) Html: 1a. URL names http://www.yourdomain.com/ keyword .html 1b. Anchor text on another page ‘ Here ’ s more “ keyword ” info ’ or in our own navigation 2. Title <title> Keyword </title> 3. Metadescription <meta name=&quot;description&quot; content= “ keyword ... keyword … variation&quot;> 4. Image names & tags <img src=&quot;images/ keyword .jpg&quot; alt= “ keyword image described “ width= “ x&quot; height= “ y&quot;> URL = include / keyword / Cookie crumb = keyword Header = keyword Sub-headers = keyword or variation First words of first paragraph = keyword Last paragraph contains keyword Keyword density to 3-7% throughout copy Include long-tail in copy, plurals & variations Visible Factors: *Copy writes for the audience while following these guidelines Ahhh… What a great resource for people searching for information on ‘ keyword ’! I simply MUST tell my algo… . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

URL = include / keyword /

Cookie crumb = keyword

Header = keyword

Sub-headers = keyword or variation

First words of first paragraph = keyword

Last paragraph contains keyword

Keyword density to 3-7% throughout copy

Include long-tail in copy, plurals & variations

What the spider sees… Identifying your page (offpage) Spamming and Manipulation of data = algorithm skew THEREFORE: SEO makes sure that the spiders further identify your page as an authority resource and a trusted site: Student tax Online tax Tax software downloads Need a free tax solution Tax Software site Tax help Personal tax options Small Business tax site Tax Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . High PR trusted sites link to our page using our keyword or URL as the anchor text All these great trusted sites on long standing domains with lots of relevant links pointing to them seem to think this page is a good resource for their visitors to go to for more information on ‘ keyword/tax software ’. Ergo this page is an authority on ‘tax software’… I simply MUST tell my algo…

Spamming and Manipulation of data = algorithm skew

THEREFORE:

SEO makes sure that the spiders further identify your page as an authority resource and a trusted site:

When to include SEO From the very beginning of any project including: New web pages New microsite Redesign/rebrand New PPC/other campaign landing pages Any navigational changes Blog initiative/posts/articles Press and news releases Other social media initiatives All online and offline marketing initiatives to grab tag-line or primary message to optimize online webpage

From the very beginning of any project including:

New web pages

New microsite

Redesign/rebrand

New PPC/other campaign landing pages

Any navigational changes

Blog initiative/posts/articles

Press and news releases

Other social media initiatives

All online and offline marketing initiatives to grab tag-line or primary message to optimize online webpage

What is SEM? When to include SEO For each project: Keyword research will be applied at bare minimum to Site structure and navigation (anchor text) URL creation and directory structure Page Headlines and guidelines for copy/content creation Image descriptions and naming protocols Other SEO work will involve telling the engines what they may crawl and index and how often what they should display in the SERPs when pages are updated, added or removed where to go if a page is moved or deleted simulating spider crawls for page size and speed Identifying crawl issues indicating site authority & authenticity via backlink initiative

For each project:

Keyword research will be applied at bare minimum to

Site structure and navigation (anchor text)

URL creation and directory structure

Page Headlines and guidelines for copy/content creation

Image descriptions and naming protocols

Other SEO work will involve telling the engines

what they may crawl and index and how often

what they should display in the SERPs

when pages are updated, added or removed

where to go if a page is moved or deleted

simulating spider crawls for page size and speed

Identifying crawl issues

indicating site authority & authenticity via backlink initiative

SEO Workflow – new site When SEO is adapted into the project as above, the costs/resourcing of implementing full SEO for a website are likely to be half that of including SEO reactively

SEO Workflow – existing site

What is PPC? Pay per click: Sponsored listings within the major (and 2 nd tier SEs) You pay per click Your strategy needs to be well defined with minimum barriers to conversion You need to set your objectives carefully or it can be very costly Marrying organic and PPC exposure can increase click throughs by over 50% on either/both listings due to perceived authority, relevance and authenticity of claim

Pay per click:

Sponsored listings within the major (and 2 nd tier SEs)

You pay per click

Your strategy needs to be well defined with minimum barriers to conversion

You need to set your objectives carefully or it can be very costly

Marrying organic and PPC exposure can increase click throughs by over 50% on either/both listings due to perceived authority, relevance and authenticity of claim

What is PPC?

What is PPC? Advantages PPC is very user friendly AdWords Editor lets you bulk and single change keywords, titles and descriptions You control your daily and monthly budget You can easily geotarget down to a postcode level You can switch ads on and off at the click of a mouse Google analytics is free reporting that ties your organic and PPC results together to allow for ease of reporting and tactical refinement

Advantages

PPC is very user friendly

AdWords Editor lets you bulk and single change keywords, titles and descriptions

You control your daily and monthly budget

You can easily geotarget down to a postcode level

You can switch ads on and off at the click of a mouse

Google analytics is free reporting that ties your organic and PPC results together to allow for ease of reporting and tactical refinement

What is PPC? – Analytics Example

What is PPC? – Analytics Example

What is PPC? – AdWords PPC

What is PPC? – AdWords Editor

What is PPC? PPC costs, but it is manageable, easy to trial and refine inhouse, and easy to gain qualifications in-house without spending a fortune outsourcing – up to a point. Rule of thumb: If your PPC objective is brand exposure, only watch impressions and position If your PPC objective is awareness and contact, watch impressions and CTR If your PPC objective is profit, set up normal and conversion goals in GA with monetary values assigned and track consistently (daily or weekly as opposed to biweekly or monthly)

PPC costs, but it is manageable, easy to trial and refine inhouse, and easy to gain qualifications in-house without spending a fortune outsourcing – up to a point.

Rule of thumb:

If your PPC objective is brand exposure, only watch impressions and position

If your PPC objective is awareness and contact, watch impressions and CTR

If your PPC objective is profit, set up normal and conversion goals in GA with monetary values assigned and track consistently (daily or weekly as opposed to biweekly or monthly)

SEO Nitty-gritty Conduct early keyword research using tools Google adwords keyword tool Wordtracker Keyword discovery Check competition Map keywords to your wireframe or pass to IA Include in URL structure (- not _) Provide onpage optimization using brand & prime keyword/page Title tags 65-70 characters including spaces (DC and canonical issues) META description up to 155 Header tags Alt Atributes (image optimization) Crawl your site, check for errors and use Tools! 404, 500, 999, DC, canonical, page sizes, w3c, redirects, cms limitations and more

Conduct early keyword research using tools

Google adwords keyword tool

Wordtracker

Keyword discovery

Check competition

Map keywords to your wireframe or pass to IA

Include in URL structure (- not _)

Provide onpage optimization using brand & prime keyword/page

Title tags 65-70 characters including spaces (DC and canonical issues)

META description up to 155

Header tags

Alt Atributes (image optimization)

Crawl your site, check for errors and use Tools!

404, 500, 999, DC, canonical, page sizes, w3c, redirects, cms limitations and more

SEO Nitty-gritty 302 vs 301 PageRank Local Listings….

302 vs 301

PageRank

Local Listings….

SEO Nitty-gritty – Local Listings

SEO Nitty-gritty – Local Listings

PPC Nitty-grittY Conduct early keyword research using tools Google adwords keyword tool Wordtracker Keyword discovery Check competition and determine strategy (universe, sample, broad, phrase etc) Map keywords to dedicated landing pages Include in URL structure (- not _) Develop clear structure Campaign (ski vacation/beach vacation) Adgroup ( [ski]/ family/romantic/weekend/) Adcopy Title 25 characters Description 35 x 2 URL issues and length (new US rule rolling out) A/B copy testing and other multivariate testing

Conduct early keyword research using tools

Google adwords keyword tool

Wordtracker

Keyword discovery

Check competition and determine strategy (universe, sample, broad, phrase etc)

Map keywords to dedicated landing pages

Include in URL structure (- not _)

Develop clear structure

Campaign (ski vacation/beach vacation)

Adgroup ( [ski]/ family/romantic/weekend/)

Adcopy

Title 25 characters

Description 35 x 2

URL issues and length (new US rule rolling out)

A/B copy testing and other multivariate testing

PPC Nitty-grittY Expect CTR of 1-15% (excluding brand) Conversions of 2-7% (across the board, higher for brand and local in general) To watch your spend Need to optimise with –ive keywords To tactically refine based on analytics To get addicted to analytics, watch for it To need to create dedicated landing pages for higher conversions To create more targeted messaging To reap pretty good ROAS…

Expect

CTR of 1-15% (excluding brand)

Conversions of 2-7% (across the board, higher for brand and local in general)

To watch your spend

Need to optimise with –ive keywords

To tactically refine based on analytics

To get addicted to analytics, watch for it

To need to create dedicated landing pages for higher conversions

To create more targeted messaging

To reap pretty good ROAS…

Tools 1. Simulated Crawl GSiteCrawler gives you full URL list, aborted URL list, some duplicate content, page sizes, page-by-page data, additional external 1-click tools and more.

1. Simulated Crawl GSiteCrawler gives you full URL list, aborted URL list, some duplicate content, page sizes, page-by-page data, additional external 1-click tools and more.

Tools 2. Server Header Check This tool has helped me figure out quite a few mysteries regarding “WTH happened to my rankings” and other everyday stressies when URLs have changed. 3. SE Advanced Operators| this is a firm favourite. 4. Web Page Speed Report this can be of help 5. URL Strength Trifecta 6. Competitor Discovery & investigation SEMRush , 7. Keyword Density & Prominence Great tool . 8. Twitter Twitter Search and BackTweets . 9. Reputation Management Google Alerts

2. Server Header Check This tool has helped me figure out quite a few mysteries regarding “WTH happened to my rankings” and other everyday stressies when URLs have changed.

3. SE Advanced Operators| this is a firm favourite.

4. Web Page Speed Report this can be of help

5. URL Strength Trifecta

6. Competitor Discovery & investigation SEMRush ,

7. Keyword Density & Prominence Great tool .

8. Twitter Twitter Search and BackTweets .

9. Reputation Management Google Alerts

Tools 10. FireFox SearchStatus, SEOpen and RoboForm

Thank You! Attendee offer. Intuit QuickBooks would like to extend their offer EasyStart It is the same as the full version, but limited to 20 customers http://quickbooks.CA/EasyFREE

Intuit QuickBooks would like to extend their offer EasyStart

It is the same as the full version, but limited to 20 customers

http://quickbooks.CA/EasyFREE

Q&A