Advanced Marketing On The Web, SCORE Austin Training, September 2013

  • 398 views
Uploaded on

This presentation takes a dive into Search Engine Optimization (SEO) and Search Engine Marketing (SEM), as part of an advanced online marketing training that was originally presented to the Austin …

This presentation takes a dive into Search Engine Optimization (SEO) and Search Engine Marketing (SEM), as part of an advanced online marketing training that was originally presented to the Austin Chapter of SCORE on September 13, 2013.

This course is expected to be repeated at a future date. To learn more, please refer to the local SCORE website at http://austin.score.org/localworkshops/national?page=5.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
398
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
0
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Advanced Marketing on the Web Training for SCORE Austin Chapter September 13, 2013
  • 2. About Tommy Landry President, Return On Now Specialty: Internet Marketing SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics 20+ Years Marketing 13 Years SEO 9 Years SEM Lifetime of Content & Social 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2
  • 3. Where to Find Me Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Facebook: https://www.facebook.com/ReturnOnNow Google+: Follow Our Page 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3
  • 4. Agenda Basics of SEO Basics of SEM How Keywords Work SEO Elements How to Select Keywords Anatomy of a PPC Ad EXERCISE: Optimize a Page EXERCISE: Audit Real Pages 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4
  • 5. Basics of SEO 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5
  • 6. What is SEO? SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. Search engine optimization affects only organic search results, not paid or "sponsored" results such as Google AdWords. (Google) 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6
  • 7. The Search Engine Perspective Goal: Provide the most relevant results Not a Goal: Highlight sites that want to rank Mission: Stop manipulation of the system! Panda, Penguin, EMD, etc. 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7
  • 8. Basics of SEM 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8
  • 9. How SEM Functions Real Time Auction – Dynamic & Constantly Changing Top Spot For Each Keyword to Highest Bidder SEM User Experience Search for a Keyword / Key Phrase SERP Comes Up – Ads in the Sidebar or At the Top User Clicks Ad – Vendor Pays What They Bid to Google User Lands on Vendor Site and (Hopefully) Converts 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9
  • 10. SERP Screenshot 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10 PPC Ads
  • 11. Google AdWords Structure Account Typically a Company-Wide Setup Where All Campaigns Sit Campaign Set of Ad Groups that Belong Together Based on Targeting Business Line, Geo-Targeted, Service Offering Ad Group Set of Tightly Grouped Keywords Ads That Show Up When These Keywords Are Searched For 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11
  • 12. Quality Score: Ties It All Together 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12 Keywords Match Types Bids / Placement Campaign Structure Info vs. Buy Words Ad Text Ad CTA Ad Testing Landing Page Quality Score Impacts CPCs
  • 13. How Keywords Work 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13
  • 14. The Role of Keywords Search engines operate on matching algorithms Users search with strings of text / numbers Keywords are where the searches and algorithms meet Pick keywords that real users look for Not what executives think you should rank for (Ego KW) 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14
  • 15. Finding Good SEO Keywords: Basics 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15 Factor Description Search Demand Monthly Exact Match Searches Relevance SERP Coherence / Fragmentation Competition SEO Competition = # of Pages Targeting NOT the same as AdWords Competition! Commerciality Potential Value of Traffic from That Keyword Qualitative Factors Fails Filters But Still Desired Keyword
  • 16. How SEM Keywords Work: Match Types 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16 Match Type Description Syntax Broad Catches Everything Including Synonyms, Misspellings, Any Order, Etc. keyword Modified Broad All but Synonyms / Related Searches +keyword Phrase All Words Included, Same Order, but Other Words Present Before / After / Inside “keyword” Exact Verbatim Searches Only [keyword] Negative Filters Out Searches Including This Word -keyword
  • 17. SEO Elements 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17
  • 18. SEO Elements On-Page Items you control on the actual website that impact ranking Off-Page Who links to you and how much authority that drives for your own website Social Social shares and the authority of the sharer, how trustworthy you are to Google as an individual Technical Performance, site structure, crawler management, etc. 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18
  • 19. SEO Elements: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 19
  • 20. SEO Elements: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20
  • 21. SEO Elements: On-Page Tips Page Title Top priority for crawlers to assign keyword relevance How to Build a Good Page Title 70 characters or less Keyword up front Pipes between keywords or concepts Example: Virtualization Manager | VMware Plugin | Company Name 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21
  • 22. SEO Elements: On-Page Tips Meta Description Always customize your meta descriptions – affects CTR in SERPs How to Build a Good Meta Description 155 characters or less Include target keyword and related keywords Set expectations for the page Pitch why to click this SERP item over all others (Ads, Re-search, etc.) 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22
  • 23. SEO Elements: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 23
  • 24. SEO Elements: On-Page Where you put keywords matters. 1. Page Title 2. Meta Description 3. H1 / H2 / H3 Tags 4. Body Copy (1% rule) 5. Image Alt-Tags 6. URL http://returnonnow.com/2013/08/bid-adjustment-google-adwords-enhanced-campaigns/ 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 24
  • 25. SEO Elements: Off-Page Crawlers Use Links To Discover Content Internal Links: Indicate What Pages Matter Most External Links: Historically, “Votes of Approval” How Links Impact Ranking Anchor Text: Brand, Keywords PageRank / Authority (aka “link juice”) Growing Impact (esp. for Local SEO): Citations 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 25
  • 26. On-Page / Off-Page: Caution! Major Google Updates to Reduce Spammy Activities Panda (February, 2011 + Ongoing) Aimed at Low Quality or Deceptive On-Page Content Spun Content, Broken English, Shallow Pages, Keyword Stuffing, Bad User Generated Content, Meta Keywords, Duplicate Content Penguin (April, 2012 / May 2013 + Ongoing) Aimed at Penalizing Off-Page Link Manipulation Purchased Links, Link Rings, Link Exchanges, Overoptimized Anchor Text, Irrelevant Link Sources 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 26
  • 27. SEO Elements: Social Matters Now Top Variables Influencing Ranking (Search Metrics 2013 Study) 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27
  • 28. SEO Elements: Technical Mobile Readiness Page Load Time / Site Speed (1.5 seconds or less) Overall Usability Website Architecture / Ease of Crawl XML Sitemap Robots.txt File 404 Errors (Page Not Found) vs. 301 Redirects Canonical Tags Google Webmaster Tools Is Your Friend 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28
  • 29. How to Select Keywords 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 29
  • 30. Keyword Research 101 Step 1: Identify Possible Topics How to Get Started? Brainstorm Subjects Related to Your Site / Content Analyze What Language Competitors or Similar Sites Use Get Input / Suggestions Internally Compile It Into a List What Next? Go To Google Ad Planner 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30
  • 31. Keyword Research 101 Step 2: Google Ad Planner Research Volumes on Candidate Keywords Get Google to Suggest Other Options Focus on The Right Match Type Exact for SEO All Match Types for SEM / PPC 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 31
  • 32. Keyword Research 101 Let’s Look at the Google Ad Planner 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 32
  • 33. Keyword Research 101 Step 3: Filter the Results SEO: Use the Criteria on Slide 8 Search Demand, Relevance, Competition, Commerciality Don’t Forget the Qualitative Review SEM: Group Into Tight Themes These Will Be Your Ad Groups Overlapping Verbiage Is Crucial Remove Low Volume or Less Relevant Suggestions 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 33
  • 34. Anatomy of a PPC Ad 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 34
  • 35. PPC Ad Components 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 35 Component Character Limit Guidelines Headline 25 Grab Attention / Specify Topic of Relevance Consider Dynamic Keyword Insertion (DKI) Description Line 1 35 Instill Trust / Show Why You Are Best Choice Tell What To Expect After The Click Description Line 2 35 Make an Offer / Incentivize Them to Click Do Not Carry Over Desc. 1 Message - Unique Display URL 35 Reinforce the Offer / Close on the Click “Made Up” URL, e.g. /FreeDemo or /Whitepaper Destination URL 2,076 Actual URL of Landing Page Make Sure It Works! Be Sure The Keyword Shows Up Somewhere in the Ad – Will Be Bolded!
  • 36. PPC Ad Components: Real Ad 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 36 Headline: Display URL: Description Line 1: Description Line 2: Destination URL Does Not Show
  • 37. Exercise: Optimize a Page
  • 38. Optimize a Page • Pick a Target Keyword • Assume This Is a New Page / Article • Compose the Following • Page Title • Meta Description • Sample ALT-Text • Recommended Subheads (Outline) • Good URL 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 38
  • 39. Exercise: Audit Real Pages
  • 40. Audit Real Pages Please Volunteer One Of Your Sites To Review 9/16/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 40
  • 41. Questions?