Digital Marketing 101:Demystifying the Dark ArtsANNABEL HODGES – Head of Content & SEOColumbus
Who am I? Blog here:Work here:Head of Content and SEO: @searchpanda• From UK via France & Malaysia• Started work in multil...
Agenda1. What is Digital Marketing?2. What is Pay-Per-Click?3. What is Search Engine Optimisation?4. What is Social Media ...
WHAT ISDIGITAL MARKETING?
Image courtesy of ReelSEO
Display AdvertisingBelow the fold728x90Leaderboard AdContextual300x250Ad
Demystifying Digital MarketingIndustry Related Gobbledegook:– PPC = Pay Per Click– SEM = Search Engine Marketing– SEO = Se...
62% of users are unaware of the distinction betweenpaid and organic results36% of users think that companies returned in t...
Anatomy of a SERP (Search EngineResults Page)
How Does Google Work?
WHAT ISPAY-PER-CLICK?
Demystifying Paid Search LingoPaid Search Vernacular:– Impression – the number of times an ad is served– CTR = Click Throu...
1. So I type in a keyword…..2. A real-time auction occurs which looks at:– How many advertisers are bidding on that Keywor...
Ad Text maximises relevancy to theuser’s search query
BIDDING WARS!
Step 1: Your KeywordsBROADAppear on all querieswhere keyword appearPHRASEMix of broad and exactmatchEXACTAppear only on th...
Introducing Your Hero!NEGATIVEAvoid appearing onspecific typed keywords
Keyword List Considerations
Get Down with the Long-TailGeneric keywordsHigh volumes, less targeted, moreexpensive, i.e. “cruise” or “cruiselines”HighT...
Step 2: Quality Score“Aim for Quality &Relevance - 99% of thetime Quality Score willfollow”
Quality Score Building Blocks
Getting the Right Landing PageAsk Yourself!• Consumer can navigate the site with ease?• Relevant information to help the c...
Extra! Extra!
Tools of the Trade
SEO & PPC Inform Each OtherSEO &PPCKeywordTargetingTrafficAnalysisImproveRankings andBrandPresenceImproveQuality scoreLowe...
SEO & SEM – Working TogetherTop listing in both Paid and Organic willreceive more clicksWhen companies appear in both paid...
Pros ‘n Cons• Pay Per Click (PPC )+ Instantaneous traffic growth+ Immediate ROI+ Direct competitive response+ Controlled M...
WHAT ISSEARCH ENGINE OPTIMISATION?
Demystifying SEO ScribblesSEO Vernacular:– Bot/Crawler/Spider: The search engines’ method of crawling asite– Backlink: A l...
SEO can Play Multiple Roles for YourBusinessTraffic GenerationBrand ReputationRebranding & BrandEnhancementProductDevelopm...
What is SEO consultancy?On-site technical strategyOn-site content strategyOff-site link building and baiting strategy (inc...
Actionable SEO is Based Upon ThreePillarsSEOTechnical Development On-Page OptimisationLink Development &Social Signals(Off...
The Principles of Good On-Site SEOCombine Technical with KeywordDataCRAWLABLE LINKSTRUCTURE &ACCESSIBLE ON-PAGE CONTENTTAR...
Technical: Where Google FailsWTF is this?BeautifulSite!
Keywords: What Makes Your Page/SiteRelevant?
Off-Site: What Makes Your Site Important?Page A Page BGoogle uses a link-citation led algorithm to helpdetermine the impor...
Off-Site Link Development RemainsCrucial to SEOUp to 42% ofalgorithm may belink relatedBut algorithmicupdates increasingly...
Google is also increasingly interested inSocial Signals
But it’s also clamping down onspammers
Your Focus should be on Natural andVaried Link Development Strategies
Black Hat or White Hat?
Tools of the Trade
WHAT ISSOCIAL MEDIA OPTIMISATION?
It’s all about ENGAGEMENT
Understanding Engagement
Social Media is not just Facebook/Twitter
Community Management as SEOLinkbait
Being Social On and Off Site
Tools of the Tradeinboxq.comfollowerwonk.com
WHAT ELSE IS THERE?
Local Search Optimisation
What to Focus On?Submit &VerifyListingsSubmitLocations to 3rdParty SitesOptimisewebsite forlocal venuesStrategy andConsult...
Mobile & Tablet Search MarketingOverlaps withLocaloptimisationAdditionalKeywordResearchMobile siteoptimisation &integratio...
YouTube Video Ads & SearchOptimisationYouTube has itsown AlgorithmsThis means aunique focuson optimisationGreat way tofocu...
CRO – Conversion Rate OptimisationSEO can increase rankings, visibility and traffic but CRO can– Improve on page engagemen...
: @searchpanda
Digital Marketing 101 (A Vibewire Workshop)
Digital Marketing 101 (A Vibewire Workshop)
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Digital Marketing 101 (A Vibewire Workshop)

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Introduction to Search and Social, with practical tips for budding webmasters and entrepreneurs.

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  • One you’ve done the research and analysis, trust and back your intuition.
  • Unique User (UB): the number of unique IP addresses an online campaign has reachedCPM : cost per thousand (impressions), the most common metric for buying online media placements
  • Always Changing!
  • One you’ve done the research and analysis, trust and back your intuition.
  • One you’ve done the research and analysis, trust and back your intuition.
  • One you’ve done the research and analysis, trust and back your intuition.
  • One you’ve done the research and analysis, trust and back your intuition.
  • Digital Marketing 101 (A Vibewire Workshop)

    1. 1. Digital Marketing 101:Demystifying the Dark ArtsANNABEL HODGES – Head of Content & SEOColumbus
    2. 2. Who am I? Blog here:Work here:Head of Content and SEO: @searchpanda• From UK via France & Malaysia• Started work in multilingual searchmarketing in 2005/06• Worked across design/dev agencies,content/editorial agencies beforemoving to media agency• Passionate about integrated digitalmarketingLoves:
    3. 3. Agenda1. What is Digital Marketing?2. What is Pay-Per-Click?3. What is Search Engine Optimisation?4. What is Social Media Optimisation?5. What Else is There?!6. Q&A
    4. 4. WHAT ISDIGITAL MARKETING?
    5. 5. Image courtesy of ReelSEO
    6. 6. Display AdvertisingBelow the fold728x90Leaderboard AdContextual300x250Ad
    7. 7. Demystifying Digital MarketingIndustry Related Gobbledegook:– PPC = Pay Per Click– SEM = Search Engine Marketing– SEO = Search Engine Optimisation– CRO = Conversion Rate Optimisation– UX = Usability Experience– Organic or Natural Results = Unpaid Web Listing Appearance– Paid Listings = Paid Web Listing Appearance– SERPs = Search Engine Results Pages– Unique User: the number of unique IP addresses an online campaignhas reached
    8. 8. 62% of users are unaware of the distinction betweenpaid and organic results36% of users think that companies returned in the toppositions are the market leaders in their fieldSome Stats…
    9. 9. Anatomy of a SERP (Search EngineResults Page)
    10. 10. How Does Google Work?
    11. 11. WHAT ISPAY-PER-CLICK?
    12. 12. Demystifying Paid Search LingoPaid Search Vernacular:– Impression – the number of times an ad is served– CTR = Click Through Rate - % of users who have clicked on anonline ad after viewing it– CPC = Cost Per Click - standard search metric but also used fordisplay advertising– CPA = Cost Per Acquisition - calculated by dividing the cost bythe number of sales– CPQ = Cost Per Quote– CPM : cost per thousand (impressions), the most commonmetric for buying online media placements– Avg Position – Where the listing appears on the page, 1st, 2ndetc
    13. 13. 1. So I type in a keyword…..2. A real-time auction occurs which looks at:– How many advertisers are bidding on that Keyword– How much you are willing to pay (CPC)– How much the others are willing to pay (CPC)– What are the quality scores of the ads in the auction3. From there, your ad will Appear which tallies up an impression4. If the user is interested, they click – you get a website visit and pay $X for that click!How Paid Search works – The basics
    14. 14. Ad Text maximises relevancy to theuser’s search query
    15. 15. BIDDING WARS!
    16. 16. Step 1: Your KeywordsBROADAppear on all querieswhere keyword appearPHRASEMix of broad and exactmatchEXACTAppear only on theexact terms bought
    17. 17. Introducing Your Hero!NEGATIVEAvoid appearing onspecific typed keywords
    18. 18. Keyword List Considerations
    19. 19. Get Down with the Long-TailGeneric keywordsHigh volumes, less targeted, moreexpensive, i.e. “cruise” or “cruiselines”HighTrafficVolume–LowConversionsLow Traffic Volume – High ConversionsLocation & niche keywordsLow volume, high quality, less expensive i.e “cruisein the pacific island”, “cheap cruise from australiato fiji”ConsumerDecision MakingJourney McKinsey2009
    20. 20. Step 2: Quality Score“Aim for Quality &Relevance - 99% of thetime Quality Score willfollow”
    21. 21. Quality Score Building Blocks
    22. 22. Getting the Right Landing PageAsk Yourself!• Consumer can navigate the site with ease?• Relevant information to help the consumermake a decision?• Effective Landing pages can increaseconversion by 40%!• Engages immediate interest - reduce backbutton usage?• Reflects both keyword and creatives so thatthe experience is a seamless and positiveone?A common misconception in SEM is to startwith keywords - Always start with landingpages NOT keywords. From here we derivethe core themes & products for the site
    23. 23. Extra! Extra!
    24. 24. Tools of the Trade
    25. 25. SEO & PPC Inform Each OtherSEO &PPCKeywordTargetingTrafficAnalysisImproveRankings andBrandPresenceImproveQuality scoreLower Costof PPC
    26. 26. SEO & SEM – Working TogetherTop listing in both Paid and Organic willreceive more clicksWhen companies appear in both paidsearch listings and organic listings, theaverage click-through increase is 51%.Companies that depend only onappearing in algorithmic search resultsor paid search results may lose traffic tocompetitorsThe majority of clicks go to competitivesites when brands ONLY appear ineither SEO or PPC results.Source: IT Marketing Metrics Guide, MarketingSherpa (May 2004), Forrester Reports 2006
    27. 27. Pros ‘n Cons• Pay Per Click (PPC )+ Instantaneous traffic growth+ Immediate ROI+ Direct competitive response+ Controlled Messaging+ Controlled appearance+ Transparency+ Geographical targeted messaging– Limited message space– Traffic depends on budget– Competition is increasing• Organic Search (SEO )+ “Free” traffic model+ Larger amount of informationprovided+ Long-term ROI with right investment– Long-term ROI: Listings & changescan take a long time– Limited Geographic targeting– Continued algorithmic changes– Ranking is not transparent
    28. 28. WHAT ISSEARCH ENGINE OPTIMISATION?
    29. 29. Demystifying SEO ScribblesSEO Vernacular:– Bot/Crawler/Spider: The search engines’ method of crawling asite– Backlink: A link from an external site that points to yours– Link Juice: The amount of ‘authority’ that passes from one pageto another via a give link– PageRank: A system devised by Google co-founder Larry Pageto determine the authority of a given site– Anchor Text: The text contained within a link– Alt Text: Text that is used within the HTML code to describe thecontent of an image– Meta Title/Title Tag: The title of the a given page as specficiedin the HTML, usually shown in the top of your browser bar– Meta Description: The section of HTML that you can use tospecify a short description of the page, often used as the‘snippet’ within your SERP listing.– H1, H2, H3: Header styles applied to titles/sections of textwithin the coding of a site to give them more or less signficance.
    30. 30. SEO can Play Multiple Roles for YourBusinessTraffic GenerationBrand ReputationRebranding & BrandEnhancementProductDevelopmentConsumerEngagement
    31. 31. What is SEO consultancy?On-site technical strategyOn-site content strategyOff-site link building and baiting strategy (inc. social media)Analytics implementation & consultancyHigh level planning to in-depth unique issuesResponses to algorithmic & industry updates
    32. 32. Actionable SEO is Based Upon ThreePillarsSEOTechnical Development On-Page OptimisationLink Development &Social Signals(Off-Page Optimisation)
    33. 33. The Principles of Good On-Site SEOCombine Technical with KeywordDataCRAWLABLE LINKSTRUCTURE &ACCESSIBLE ON-PAGE CONTENTTARGETING RIGHTKEYWORDSRELEVANT &ENGAGINGCONTENT: SEARCHENGINES ANDUSERS
    34. 34. Technical: Where Google FailsWTF is this?BeautifulSite!
    35. 35. Keywords: What Makes Your Page/SiteRelevant?
    36. 36. Off-Site: What Makes Your Site Important?Page A Page BGoogle uses a link-citation led algorithm to helpdetermine the importance of pages
    37. 37. Off-Site Link Development RemainsCrucial to SEOUp to 42% ofalgorithm may belink relatedBut algorithmicupdates increasinglyfocus on high-qualityand natural backlinks
    38. 38. Google is also increasingly interested inSocial Signals
    39. 39. But it’s also clamping down onspammers
    40. 40. Your Focus should be on Natural andVaried Link Development Strategies
    41. 41. Black Hat or White Hat?
    42. 42. Tools of the Trade
    43. 43. WHAT ISSOCIAL MEDIA OPTIMISATION?
    44. 44. It’s all about ENGAGEMENT
    45. 45. Understanding Engagement
    46. 46. Social Media is not just Facebook/Twitter
    47. 47. Community Management as SEOLinkbait
    48. 48. Being Social On and Off Site
    49. 49. Tools of the Tradeinboxq.comfollowerwonk.com
    50. 50. WHAT ELSE IS THERE?
    51. 51. Local Search Optimisation
    52. 52. What to Focus On?Submit &VerifyListingsSubmitLocations to 3rdParty SitesOptimisewebsite forlocal venuesStrategy andConsultation toencourageReviews
    53. 53. Mobile & Tablet Search MarketingOverlaps withLocaloptimisationAdditionalKeywordResearchMobile siteoptimisation &integrationDiff rules due toscreen size
    54. 54. YouTube Video Ads & SearchOptimisationYouTube has itsown AlgorithmsThis means aunique focuson optimisationGreat way tofocus paid adson targetaudience
    55. 55. CRO – Conversion Rate OptimisationSEO can increase rankings, visibility and traffic but CRO can– Improve on page engagement– Reduce bounce rate– Improve conversions– Increase revenue– Improve user experienceSEOgenerates trafficCRO improves conversion once people are on the websiteto enhance user experience and engagement
    56. 56. : @searchpanda

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