Search – Why it matters
Seamus Morley
Web: www.find50-marketing.co.uk
Twitter: @find50
Bio
• 20+ years Mrktg/Biz
• 10 years Biz founder/owner
• Focus on Digital Marketing (PPC, SEO..)
• 5+ years in Charity sec...
Existing Demand Search Address needs
-Organic
-Ads
-Social Media
What How Content
No Demand Referring Linkable
• Awareness...
Google AdWords
Grant Account
• Search Only
• $10kperM/$2Max Bid
• CPC: $.4/1.0 >Mobile
• Ad Types:
– Text
– Dynamic Search...
• Organic
• PPC
• Email
• Social Media
• Referral
• Banner Ads
• 60/70%
• 5/10%
• 3%
• 5/8%
• 10%
• 2%
Typical UK Charity ...
The changing face of Search
• Library
• Citation
• Links
– Panda
– Penguin
– Social Media
• Link Graph
– Facebook
• Long Q...
Google is Watching!
• Back button - `Bounce Rate`
– Charity sector BR 60/70%
• Your `Time on Site`
• Your Site/Pages `Enga...
Is your web site like a badly organised
Dept store ?
Keyword entrances
high Bounce Rate ?
`
Untidy Dept Store ?
• Poor Directions
• Dead Ends
• Poor Signs
• Dept Confusion
• Poor Layout
• Poor Service
 Site Map/...
Free Tools to `tidy` up
• Google Analytics
-Bounce Rate
-Goals
-Attribution
• AdWords
-Search Queries
• Webmaster Tools
-4...
Search Keywords
Sources
Your own data:
• Google Analytics
• Webmaster Tools
• AdWords
• Bing/ WMT
• Google Suggest
KW Tool...
The long tail of Search
Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total
0
20,000
40,000
60,000
80,000
100,000
Visits by Keyword
Visits
Understand your data
80/20 rule
Beware site `averages`
S...
Keyword Market Share
• SEO Moz ££m
• Searchmetrics ££
• Google Trends
– Brand searches
– Competitor
– Category
What to do now ?
• Check Keyword
performance
• Review top landing
pages
• Keep creating Content
– Forum (UGC)
 Brand, Cat...
#charitydigital
Follow up info/data via tweets
today and tomorrow.
Presentation plus notes available at:
www.find50-market...
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Organic Web Search - why it matters.

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Short presentation showing why optimising your site is the quickest way to get more satisfied visitors.

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  • Tweet Mon 15th July 2013: `How do Search and Social media fit together ?`
  • http://www.google.com/insidesearch/howsearchworkshttp://moz.com/blog/the-evolution-of-search
  • http://www.internetmarketingninjas.com/seo-tools/google-sitemap-generator/
  • http://www.lunametrics.com/blog/2013/05/28/non-branded-search-traffic-seo-kpi/
  • Creating a measurement strategy for your nonprofit >> google nfp blog Justin Cutronihttp://googlefornonprofits.blogspot.co.uk/2013/06/creating-measurement-strategy-for-your.html
  • Organic Web Search - why it matters.

    1. 1. Search – Why it matters Seamus Morley Web: www.find50-marketing.co.uk Twitter: @find50
    2. 2. Bio • 20+ years Mrktg/Biz • 10 years Biz founder/owner • Focus on Digital Marketing (PPC, SEO..) • 5+ years in Charity sector • Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc
    3. 3. Existing Demand Search Address needs -Organic -Ads -Social Media What How Content No Demand Referring Linkable • Awareness Raising Banner Ads Eye catching •Events/ Fundraising Social Media •Advocacy
    4. 4. Google AdWords Grant Account • Search Only • $10kperM/$2Max Bid • CPC: $.4/1.0 >Mobile • Ad Types: – Text – Dynamic Search – Direct Download App RENEW in July 2013 ! Paid Account • Search + Display(Banner) • Ads Types: – Text,etc/ Image / Video • Display Targeting: – Keywords – Placements – Topics – Interests/ Remarketing • CPC: £.2/1.5+
    5. 5. • Organic • PPC • Email • Social Media • Referral • Banner Ads • 60/70% • 5/10% • 3% • 5/8% • 10% • 2% Typical UK Charity Site Visitor Sources: Source % Total Visits Source: find50 data
    6. 6. The changing face of Search • Library • Citation • Links – Panda – Penguin – Social Media • Link Graph – Facebook • Long Queries – 54% > 3 words • New Ones – 20% never seen before • AdWords – 70% have no Exact Match – Dynamic Search ads.
    7. 7. Google is Watching! • Back button - `Bounce Rate` – Charity sector BR 60/70% • Your `Time on Site` • Your Site/Pages `Engagement` Do visitors like your content ? Penalises for sites that do not give a good visitor experience
    8. 8. Is your web site like a badly organised Dept store ? Keyword entrances high Bounce Rate ?
    9. 9. ` Untidy Dept Store ? • Poor Directions • Dead Ends • Poor Signs • Dept Confusion • Poor Layout • Poor Service  Site Map/Page Speed  404 Pages, etc  Page Title/Snippets  Duplicate Pages  IA/Internal Links  Lack of Call to action The ££ cost of acquiring a beneficiary/donor ?
    10. 10. Free Tools to `tidy` up • Google Analytics -Bounce Rate -Goals -Attribution • AdWords -Search Queries • Webmaster Tools -404/ Snippets/Duplicates • Screaming Frog • Work with your web dev team
    11. 11. Search Keywords Sources Your own data: • Google Analytics • Webmaster Tools • AdWords • Bing/ WMT • Google Suggest KW Tool > careful... Analysis • Excel • AdWords Editor • All `data` based • NB:None are `semantic`
    12. 12. The long tail of Search Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total
    13. 13. 0 20,000 40,000 60,000 80,000 100,000 Visits by Keyword Visits Understand your data 80/20 rule Beware site `averages` Segment Kwds by: region/site section/ ?
    14. 14. Keyword Market Share • SEO Moz ££m • Searchmetrics ££ • Google Trends – Brand searches – Competitor – Category
    15. 15. What to do now ? • Check Keyword performance • Review top landing pages • Keep creating Content – Forum (UGC)  Brand, Category, other, l ong tail  What `problem` are you solving ?  Optimise/ Optimise/ Optimise
    16. 16. #charitydigital Follow up info/data via tweets today and tomorrow. Presentation plus notes available at: www.find50-marketing.co.uk Comments/feedback welcome at: seamus@find50-marketing.co.uk
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