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My Charity Connects: SEM/ SEO 101
 

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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    My Charity Connects: SEM/ SEO 101 My Charity Connects: SEM/ SEO 101 Presentation Transcript

    • 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
    • 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
    • Over 15 billion searches are performed every month in North America. ~ ComScore 2009 Do you show up?
    • Why is search engine prominence important?
      • Primary means of content dissemination
      • Brand awareness
      • Self-directed vs. spray & pray
      • Content targeted to intent
      • Accessibility
    • Learning the Basics…
      • Search is fluid, not static
      • Best practices to follow but lots of different variables – deep field
    • PPC - Search Engine Marketing 101
    • 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
    • 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
    • Getting Started Building a Campaign
      • Keyword Research
      • Competitive Research
      • Search Ad Copywriting
      • Landing Pages
      • Analytics
      • Budget & Bid Prices
      • Implementation
      • Optimization & Testing
    • 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
    • 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
    • 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?
    • 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
    • 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
    • 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
    • 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
    • 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
    • Getting Started: Implementation
      • “ New Campaign”
      • Determine parameters
        • Language
        • Geo-location
        • Content targeting?
        • Networks & Devices (mobile, content, etc)
        • Budget/ Focus
        • Frequency capping
        • Start/ end dates
    • 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)
    • Getting Started: Implementation cont.
      • Set up conversion tracking
      • Simple step on Google – add tracking code to conversion page
    • 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
    • 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
    • Search Engine Optimization 101
    • 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
    • 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
    • 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
    • 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
    • What can influence where you rank?
      • Relevance of content
      • Internal file & URL structure (crawlability)
      • Consistency of information presented
      • External links
      • Meta information
      • Brand credibility
    • 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
    • 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
    • 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
    • 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)
    • 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
    • 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/
    • Thank You! [email_address] www.wildfirestrategy.com www.twitter.com/tamera
    • Photo Credits
      • http://www.flickr.com/photos/will-lion/2605894098/
      • http://www.flickr.com/photos/xavipat/3441238555/
      • http://www.flickr.com/photos/julienhery/505097377/