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My Charity Connects: SEM/ SEO 101

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DIY Search Engine Marketing & Search Engine Optimization basics for non-profits

DIY Search Engine Marketing & Search Engine Optimization basics for non-profits

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  • 1. When SEO Met SEM : All you need to know about search engine optimization and marketing 101 Presented by: Tamera Kremer Wildfire Strategic Marketing June 8, 2009
  • 2. AGENDA
    • Why is search engine prominence important?
    • Pay-per-click advertising 101
    • Basics of building a campaign in Google AdWords
    • Search Engine Optimization 101
    • Social Media Optimization 101
  • 3. Over 15 billion searches are performed every month in North America. ~ ComScore 2009 Do you show up?
  • 4. Why is search engine prominence important?
    • Primary means of content dissemination
    • Brand awareness
    • Self-directed vs. spray & pray
    • Content targeted to intent
    • Accessibility
  • 5. Learning the Basics…
    • Search is fluid, not static
    • Best practices to follow but lots of different variables – deep field
  • 6. PPC - Search Engine Marketing 101
  • 7. What is PPC?
    • Pay-Per-Click advertising
    • Targeted text ads (historically) shown when people search for a particular keyword or phrase
    • Bid-based vs flat fee or CPM
    • Big 3: Google; Yahoo!; Microsoft
  • 8. How does Google AdWords work?
    • Google PPC web interface & tools
    • Sign-up @ adwords.google.com
    • Enter Campaign & Ad Groups
    • Choose keywords
    • Input creative & destination URL
    • Set bid prices & daily budget
    • Insert analytics code onto website pages to track
    • Set goals
    • Begin campaign – ads display when activated
  • 9. Getting Started Building a Campaign
    • Keyword Research
    • Competitive Research
    • Search Ad Copywriting
    • Landing Pages
    • Analytics
    • Budget & Bid Prices
    • Implementation
    • Optimization & Testing
  • 10. Getting Started: Keyword Research
    • Brainstorm terms related to your industry/ mission
    • Find inspiration in your current marketing copy
    • Research your competition
    • Check your analytics for terms driving traffic
    • Use social media to help inform
    • Use keyword tools to refine & expand
    • Choose negative keywords – searches you DON’T want your ad displayed on
  • 11. Examples of keyword research tools
    • https:// adwords.google.com/select/KeywordToolExternal
    • http:// freekeywords.wordtracker.com /
    • http:// searchanalytics.compete.com/site_referrals /
    • http://adlab.microsoft.com/Keyword-Research.aspx
    • http:// www.wordtracker.com/index.html
  • 12. Competitive Research
    • Take stock of the presence your competitors have on search engines
      • what keywords do they rank highly for organically and you don’t?
      • What search terms are they targeting for PPC buys?
  • 13. Getting Started: Search Ad Copywriting
    • Components of a Google AdWords search text ad
      • Headline (25 characters)
      • Body Copy (35 characters x 2 lines)
      • URL (vanity & destination)
    • Copy that is direct response oriented & relevant to the keyword performs the best
    • You have seconds to grab attention, motivate interest and action
    • Develop at least 2-3 ads to start and test response and performance across keywords; modify/ refine
  • 14. AdWords creative examples
    • Books at Amazon
    • Millions of  books , new and used
    • Qualified orders over $39 ship free
    • Amazon.ca/Books
    • ________________________________
    • Books at Chapters Online
    • Save 34% on  books  over $25 everyday
    • Canada's bookstore. Free shipping.
    • Chapters.indigo.ca
  • 15. Getting Started: Landing Pages
    • Where are you directing users to after they click?
    • Is the content relevant to what they searched for?
    • All ads don’t need to direct to the same page
    • What is your call-to-action?
    • Consider using a tool like Google Optimizer to do split testing
  • 16. Getting Started: Analytics
    • What can analytics teach you?
      • Topics/ content / patterns
      • Terminology
      • Traffic sources
      • Intent
    • Link Google Analytics to your campaign even if you’re using a different vendor to track goals and conversions
  • 17. Getting Started: Budget & Bids
    • Be careful with your keywords initially – some may be expensive but low value
    • Test, monitor, test
    • Minimum daily & monthly budget
    • Individual pricing for specific keywords
    • Adjust based on what’s working
  • 18. Getting Started: Implementation
    • “ New Campaign”
    • Determine parameters
      • Language
      • Geo-location
      • Content targeting?
      • Networks & Devices (mobile, content, etc)
      • Budget/ Focus
      • Frequency capping
      • Start/ end dates
  • 19. Getting Started: Implementation cont.
    • Set up Ad Groups
      • Enter ad copy
      • Enter keywords
        • Use match types to refine:
        • keyword = broad match
        • "keyword" = match exact phrase
        • [keyword] = match exact term only
        • - keyword = don't match this term
      • Input bid prices (can tweak later)
  • 20. Getting Started: Implementation cont.
    • Set up conversion tracking
    • Simple step on Google – add tracking code to conversion page
  • 21. Getting Started: Optimization & Testing
    • Look at the campaign from a 30k-ft view & a granular view
    • Test creative against your control
    • Refine your keywords / add keywords
    • Watch your goals / traffic
    • Adjust your bids
    • Tweak your landing pages
  • 22. What to watch out for
    • Be relevant to intent or don’t bid
    • Watch your conversions
    • Quality Scores
    • Continue to mine your analytics data
    • Content targeting should relate to your goals
  • 23. Search Engine Optimization 101
  • 24. What is SEO? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. ~ Wikipedia
  • 25. What’s the benefit of being indexed by an engine?
    • Primary source of finding information online
    • Approx 70% of searches result in an “organic” listing click
    • Approx 60% of the search results page real estate is comprised of “organic” listings
    • Cost-effective traffic driver
    • Interest-driven & self-segmented marketing
  • 26. Things to consider for SEO
    • What language do you speak? Internal jargonize or real people?
    • SEO is as much about making the experience intuitive & valuable for users as it is for the engines
    • The engines are constantly refining their algorithms to deliver highest relevance
    • Trying to game the system is a very short-term tactic & will penalize you in the long run
  • 27. What does SEO mean in plain English?
    • Content results based on merit and contextual relevance
    • A long-term strategy for building influence online
    • A way to distribute and promote deep content
  • 28. What can influence where you rank?
    • Relevance of content
    • Internal file & URL structure (crawlability)
    • Consistency of information presented
    • External links
    • Meta information
    • Brand credibility
  • 29. What are the basics of optimizing your website?
    • Content, content, content… Relevant, useful & fresh.
    • Page and file structure and architecture
    • Meta data (Title, Image, Description, Keyword)
    • URL/ domain strategy
    • Anchor text
    • Linking – internal
    • Linking – external
    • Accessibility/ Crawlability
    • Redirects (301, 302)
    • Site Map
  • 30. Working with your tech & creative teams
    • Define your goals internally – don’t wait until the end of planning to discuss SEO
    • Determine best practices before development begins
    • Discuss the meta & domain strategies
    • Determine what platform you will be using – who will be responsible for adding & refreshing content
    • Ensure a long-term strategy is in place as additional content is added
    • Before agreeing to a fancy Flash piece understand what that means for engine accessibility
  • 31. Content development
    • Content drives the web
    • Incorporate keywords as appropriate
      • Don’t overstuff copy with keywords
    • Think about the end user & what would interest them – tailor your content for them, not for you
    • Use descriptive phrases to link out, don’t use generic terms like “Click here”
    • Ensure your meta data matches what the contextual relevance is on your page
  • 32. Social Media Optimization
    • Enable others to share and discuss your content
    • Allow comments
    • Share content across social networks
    • Typically your Meta information will port with the content (e.g. Title)
  • 33. Advanced Optimization Considerations
    • Video/ Audio/ Flash
    • Local search
    • Content or site migration
    • Multiple domains
    • Firewalls/ subscriptions
    • E-commerce
    • Multi-variate testing
    • Dynamic content
    • Seasonality
    • No-follow strategy
  • 34. Additional Resources
    • Search Engine Land - http:// searchengineland.com /
    • Search Engine Watch - http:// searchenginewatch.com /
    • Google Webmaster Help videos - http:// www.youtube.com/user/GoogleWebmasterHelp
    • Wildfire Strategy Blog post - http://3i.wildfirestrategy.com/2008/11/24/seo-is-not-about-the-engines-its-about-the-people-using-the-engines/
  • 35. Thank You! [email_address] www.wildfirestrategy.com www.twitter.com/tamera
  • 36. Photo Credits
    • http://www.flickr.com/photos/will-lion/2605894098/
    • http://www.flickr.com/photos/xavipat/3441238555/
    • http://www.flickr.com/photos/julienhery/505097377/