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Top 10 Resolutions for Search in 2012

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View the full recorded webinar at http://bit.ly/10iNGYv. ...

View the full recorded webinar at http://bit.ly/10iNGYv.

Search is an ever changing space and it is important to stay ahead of all of the new products and algorithm changes from the engines. With the start of a new year, it’s a great opportunity to review that of 2011 and prepare for what is to come in 2012.

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  • Notes:Why?-Give an overview of the Freshness Google Algorithm Update released in October 2011Anticipated to affecting 35% of search resultsHow?-Company Blog: create and utilize blog (recommended frequency of posting)-User Generated Content: describe general rules of how many reviews should be on each page and how to get them-News & Press Release Sections: use the content you’re creating to maximize your return and to save you time-Update as products change: easiest thing to forget. As products change or the competitive advantages change companies are often slow to change it on the website. This will give you the opportunity to add the new trending buzz words to the content
  • -Company Blog: create and utilize blog (recommended frequency of posting)-User Generated Content: describe general rules of how many reviews should be on each page and how to get them-News & Press Release Sections: use the content you’re creating to maximize your return and to save you time-Update as products change: easiest thing to forget. As products change or the competitive advantages change companies are often slow to change it on the website. This will give you the opportunity to add the new trending buzz words to the content
  • Own Your BrandContinue UpdatingTwitter: Don’t tweet at your audience, tweet with them (@_example here_)Facebook: LinkedIn:Reach out and ask for linksAdd social buttons to all website pages
  • Social isn’t a bubble that is going away.The biggest advancement in Social in 2011 was the release of Google+ for businesses (incorporate Janet slides from presentations)-Allows you to link many profiles together and even provides you the opportunity to add social extensions to PPC ads
  • Social isn’t a bubble that is going away.The biggest advancement in Social in 2011 was the release of Google+ for businesses (incorporate Janet slides from presentations)-Allows you to link many profiles together and even provides you the opportunity to add social extensions to PPC ads
  • -Appears on the search engine results pages for organic and paid-With Google+ stuses-Some web page: articles/blogs-Still gaining traction and it’s anticipated that the +1s will become part of ranking
  • Social isn’t a bubble that is going away.The biggest advancement in Social in 2011 was the release of Google+ for businesses (incorporate Janet slides from presentations)-Allows you to link many profiles together and even provides you the opportunity to add social extensions to PPC ads
  • -How do you avoid “demotion”Focus on quality links vs quantity: natural 1 way links are the best and will give you the greatest results for your time (work with reporters for links HARO, give more examples___)Avoid duplicate content: there are times when you can’t avoid having multiple pages with the same content. Use chonical tags to tell the engine which page you’d like to have listed in the rankings and that should get the link juice
  • -What are rich snippets?-Why should we use them
  • -Rel author tags allows authors to tag their content in a particular way to help Google understand who the author is.Google can then display the author’s content result with the author’s photo and byline. In addition, searchers can add the author to their Google+ circles directly from the search result.-Why should we use them
  • -Rel author tags allows authors to tag their content in a particular way to help Google understand who the author is.Google can then display the author’s content result with the author’s photo and byline. In addition, searchers can add the author to their Google+ circles directly from the search result.-Why should we use them
  • -Rich Snippets allow you to add additional pieces of information within the actual search result by again adding specific tags that are universally read by Google.-Using the added information you help Google better understand what your content how it should display on the search engine results page and it allow you to take up more real estate on the page.Take this listing for a recipe as an example, you by adding the recipe rich snippet you can see a photo of the dish, calorie count, cook time and reviews!Google can then display the author’s content result with the author’s photo and byline. In addition, searchers can add the author to their Google+ circles directly from the search result.-Why should we use them
  • -Rel author tags allows authors to tag their content in a particular way to help Google understand who the author is.Google can then display the author’s content result with the author’s photo and byline. In addition, searchers can add the author to their Google+ circles directly from the search result.-Why should we use them
  • -Rel author tags allows authors to tag their content in a particular way to help Google understand who the author is.Google can then display the author’s content result with the author’s photo and byline. In addition, searchers can add the author to their Google+ circles directly from the search result.-Why should we use them
  • -Schema.org is organized HTML markup that was standardized by Google, Yahoo and Bing. It uses microdata format, a format used in rich snippets.Unlike rich snippets, however, schema is much more comprehensive, going beyond the seven categories rich snippets currently cover. However, schema (other than for the current rich snippet categories) do not yet provide a rich snippet. So why implement it?It’s expected that more rich snippets will appear over the course of 2012 and that schema may also become a ranking factor.*Planning a redesign? Don’t forget to incorporate schema.
  • Many
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  • If you have low quality scores, a lot of effort still may not improve results.Search Network Q. Score formula:The historical CTR The quality of your landing pageThe relevance of the keyword to the ads in its ad groupThe relevance of the keyword and the matched ad to the search queryOther relevance factors
  • Everything leads back to relevancy.
  • Examples of conversions:Newsletter Sign-upRequest a QuotePurchase
  • Client was using home page as LPConversion Submission Query to find eligible candidates for certain job areasConversion Rate = 1.17%
  • Immediate action: Change LP to a more targeted page on their websiteSame conversion, just more targeted content.Conversion Rate improved to 2.40% with that small change.
  • Created custom LPShowcased main conversion actionServed up relevant contentIncreased conversion rate to 12.5%
  • Another good reason to have simple, organized, custom landing pages: Google Ad Previews.Gives searchers a sneak peak at what’s to come on the next page; so for instance if you have a monster form, they may decide to go with another ad with a much shorter form that will save them some time.
  • Types of Ad Extensions currently available (fully released to all advertisers):Social ExtensionsAd SitelinksProduct ExtensionsLocation ExtensionsMultiple Addresses for Location ExtensionsClick-to-Call Phone ExtensionsCall MetricsNew Beta: Form Ad Extensions
  • Plus box extensionTakes up a lot of real estateShows nearest location to searcher’s location & allows for searches for alternate locations
  • Click to Call:Benefits of Click-to-callPerformance: Ads that include a clickable phone number have experienced a 6-8% average increase in click-through rates.Value: A click to call costs the same as a click to your website but customers who call are often more qualified leads.More relevant information: Your phone number appears as an additional line of text at no extra cost.Reporting: See the number of calls received for each keyword, ad group and campaign.
  • Call Metrics:Shows on desktop ads as well as mobile phone ads (# is clickable on mobile phones)Works with Google Voice to serve customized phone number for each ad groupTracks call activity resulting from Google PPC adsData reported within AdWords
  • Google now shows up to 6 sitelinks with your adShown to improve CTRProvide searcher with more information and links to other sections of the site.
  • Plus box extensionsTake up more real estate on SERPsTextual and visual cues for searchersGoogle serves up most relevant products to searcher’s query
  • Recently rolled outGain credibility by showing searchers how many people have +1’d your Google+ page.
  • There are several ad extensions currently in beta;These are not yet available for all advertisers.Here’s an example of FORM EXTENSIONS, which will allow for conversions without even clicking.
  • It takes a lot of resources and effort to manage a PPC accountBe sure you are getting the most for your money by testing everything you implementThere’s always room for improvement.

Top 10 Resolutions for Search in 2012 Presentation Transcript

  • 1. TOP 10 RESOLUTIONS INSEARCH FOR 2012PRESENTED BY SEARCH MOJO’S:AMANDA CHANEY – ACCOUNT DIRECTORAVELYN AUSTIN – SENIOR ACCOUNT MANAGERMODERATED BY SEARCH MOJO’S:JUSTIN CHAMPION – SALES CONSULTANT @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938THURSDAY, JANUARY 5, 2011
  • 2. ABOUT PRESENTERS Amanda Chaney Avelyn Austin@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 3. ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Facebook advertising – Social media monitoring – Post-click marketing • Headquartered in Charlottesville, Va • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal • Speakers at SMX, PubCon and Search Engine Strategies@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. TOP 5 SEO RESOLUTIONS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 5. 5 SEO RESOLUTIONS FOR 2012 1. Be fresh. 2. Be more social. 3. Embrace the Panda. 4. Flaunt your great content. 5. Share more content.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 6. 1. BE FRESH 2007 2011 Query Deserves Google Freshness Freshness (QDF) Update 2010 Google Caffeine@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 7. 1. BE FRESH • Ways to keep your content fresh: – Company blog – User generated content (such as reviews) – News & press release sections – Update as products change@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 8. 2. BE MORE SOCIAL • Claim your social profiles@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 9. 2. BE MORE SOCIAL 7 out of 10 listings are social profiles@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 10. 2. BE MORE SOCIAL • Google+ for Business pages@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 11. 2. BE MORE SOCIAL • Similar to the Facebook “Like” button • Appears on: – Organic results – Paid results – Google+ statuses – Some web pages • Still gaining traction@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 12. 2. BE MORE SOCIAL@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 13. 2. BE MORE SOCIAL • What you should do now: – Claim your social profiles – Create a Google+ Business Page – Add the +1 button to your website – Consider activating social extensions in Google AdWords@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 14. 3. EMBRACE THE PANDA• 2011 Panda Update Affected: – Low quality sites – An estimate of 11% of search results• Avoiding future effects of Panda? – Focus on quality links vs. quantity – Avoid duplicate content (canonical tags)@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 15. 4. FLAUNT YOUR GREAT CONTENT Rich Rel=author Schema.org Snippets@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 16. 4. FLAUNT YOUR GREAT CONTENT • Rel=author • Add authors to your circles direct from search results.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 17. 4. FLAUNT YOUR GREAT CONTENT Implementing rel=author http://support.google.com/webmasters/bi n/answer.py?hl=en&answer=1229920 Google Webmaster Tools@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 18. 4. FLAUNT YOUR GREAT CONTENT • Rich Snippets -Reviews -People -Recipes -Products -Events -Music -Businesses & Organizations@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 19. 4. FLAUNT YOUR GREAT CONTENT Implementing rich snippets: http://support.google.com/webmasters/bi n/answer.py?hl=en&answer=99170@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 20. 4. FLAUNT YOUR GREAT CONTENT Test and preview your rich snippets: http://www.google.com/webmasters/tools /richsnippets@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 21. 4. FLAUNT YOUR GREAT CONTENT Schema.org “search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right web pages.” More rich snippets expected in 2012@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 22. 5. SHARE MORE CONTENT • Search results are presenting more types of content everyday – Gain more listings – Earn more real estate – Teach in variety – Obtain inbound links@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 23. 5. SHARE MORE CONTENT • Create valuable, shareable content: -Whitepapers -Videos -Webinars -Infographics, etc. • Spread your assets through social profiles to attract inbound links • Repurpose the content@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 24. 5 SEO RESOLUTIONS FOR 2012 1. Be fresh. 2. Be more social. 3. Embrace the Panda. 4. Flaunt your great content. 5. Share more content.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 25. TOP 5 PPC RESOLUTIONS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • 26. 5 PPC RESOLUTIONS FOR 2012 1. Shift your focus to quality. 2. Focus on conversions. 3. Land with purpose. 4. Extend your ads. 5. ABT: Always Be Testing.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 27. 1. SHIFT YOUR FOCUS TO QUALITY • Quality Score: – Google’s way of measuring relevancy • High Quality Score leads to lower costs & higher ad rank • Do more with less@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 28. 1. SHIFT YOUR FOCUS TO QUALITY • Ways to improve Quality Score: – Check keywords & placements for relevancy – Ad Copy Testing – More granular Ad Groups – Landing Pages with targeted content to each Ad Group@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 29. 2. FOCUS ON CONVERSIONS • Implement conversion tracking if you haven’t already • Best way to measure performance (& ROI) • See what is working for you, & what isn’t – Get more bang for your buck – Allocate PPC budgets to campaigns bringing you more conversions@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 30. 3. LAND WITH PURPOSE Improved Relevancy Improved Quality Score Increased Conversion Rate • Keep promise you’ve made in your ad • Conversion should be prominent • Test different versions – Google Website Optimizer@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 31. 3. LAND WITH PURPOSE: GOOGLE WEBSITE OPTIMIZER@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 32. 3. LAND WITH PURPOSE: CASE STUDY OK Website Home Page Average Conversion Rate: 1.17%@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 33. 3. LAND WITH PURPOSE: CASE STUDY BETTER Targeted Website Page Average Conversion Rate: 2.40%@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 34. 3. LAND WITH PURPOSE: CASE STUDY BEST Special Landing Page Average Conversion Rate: 12.5%@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 35. 3. LAND WITH PURPOSE: GOOGLE AD PREVIEW@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 36. 4. EXTEND YOUR ADS • Give searchers more information with ads • Benefits: – “Add-ons” to your current ads – Easy to set up – Take up more SERP real-estate – Improve Click-Through-Rate (CTR) – Most are FREE@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 37. 4. EXTEND YOUR ADS: LOCATION EXTENSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 38. 4. EXTEND YOUR ADS: CALL EXTENSIONS [CLICK-TO-CALL]@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 39. 4. EXTEND YOUR ADS: CALL EXTENSIONS [CALL METRICS]@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 40. 4. EXTEND YOUR ADS: AD SITELINKS EXTENSIONS “On average, advertisers who use Ad Sitelinks have seen their ad clickthrough rates improve by 30%.” —Google Ad Innovations Team@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 41. 4. EXTEND YOUR ADS: PRODUCT EXTENSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 42. 4. EXTEND YOUR ADS: SOCIAL EXTENSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 43. 4. EXTEND YOUR ADS: BETA: FORM EXTENSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 44. 5. ABT: ALWAYS BE TESTING • Test to constantly improve performance • What to test: – Ad copy – Landing Pages – Ad Sitelink text – Geographic Targeting@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 45. 5 PPC RESOLUTIONS FOR 2012 1. Shift your focus to quality. 2. Focus on conversions. 3. Land with purpose. 4. Extend your ads. 5. ABT: Always Be Testing.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 46. QUESTIONS/ DISCUSSION@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 47. CONTACT INFORMATION Amanda Chaney Avelyn Austin Account Director Senior Account Manager achaney@search-mojo.com aaustin@search-mojo.com @AmandaDChaney @AvelynAustin@searchmojo #mojowebinar SEARCH-MOJO.COM