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Webinar: SMX Recap | 04-09-13
 

Webinar: SMX Recap | 04-09-13

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    Webinar: SMX Recap | 04-09-13 Webinar: SMX Recap | 04-09-13 Presentation Transcript

    • SMX WEST RECAP: Learn from the BestAlex DunksDirector of SEO #123webinar @webmarketing123
    • Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com We’re live tweeting webinar highlights. @webmarketing123 | #123webinar facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Consultation Today. #123webinar @webmarketing123
    • Who are we? / Fast growing. Award winning. Top 10 in Bay Area’s 100 Top 500 Fastest Growing Fastest Growing Companies Private US Companies #123webinar @webmarketing123
    • Who are we? / providing:  Search Engine Optimization  Paid Search Advertising  Display Advertising  Social Media  Website Design  Content Creation  Custom Measurement and Attribution #123webinar @webmarketing123
    • Clients / We are experts at growing revenue for clients with cost-effective digital marketing. #123webinar @webmarketing123
    • Agenda1. Evolving SEO Strategy and Tips2. Authorship and Implications of “Social SEO”3. Google Knowledge Graph4. Retargeting: Don’t be creepy, be relevant #123webinar @webmarketing123
    • Agenda1. Evolving SEO Strategy and Tips2. Authorship and Implications of “Social SEO”3. Google Knowledge Graph4. Retargeting: Don’t be creepy, be relevant #123webinar @webmarketing123
    • Evolving SEOSEO is constantly evolving. 500 Algorithm Updates each year:You need a holistic, integrated strategy tobeing discovered organically that is builtupon providing high quality content tousers. “Caffeine” “Panda” “Penguin”When’s the last time you updated your SEO strategy? #123webinar @webmarketing123
    • Evolving SEOBack to fundamentals. Why do we do this stuff?1. Business objective Grow online revenue2. Business metric 30% increase in number of monthly proposals. 100% annual increase in conversions from non-3. SEO metric branded search terms. #123webinar @webmarketing123
    • Evolving SEOTip #1 – Use Google Webmaster ToolsSearch Query report in WMT is an average of universalexperience. This is a better resource than a standard “rankchecker”.Google Analytics and Webmaster Tools connection: #123webinar @webmarketing123
    • “Search Query Report”To know your higher CTR keywords and what position they’re in, including “Not Provided”. Note: position isn’t always a true indicator of Keyword importance/relevance. #123webinar @webmarketing123
    • Evolving SEOTip #2 - You need to prepare for “Not Provided” as it is anincreasingly large % of your visitation35% of website visitor search data is encrypted.Up from 15% in March, 2012 (ClickConsult study)133% Growth in one year. #123webinar @webmarketing123
    • Evolving SEOTip #3 - Keyword Research is extremely (if not the most)important step to take for successful SEO Involve all teams and levels (executive, managers, sales, tech) so you can get a holistic perspective on internal and customer language, as well as establish universal buy-in and understanding of value. Select a mix of both “head match” and “long tail” keywords #123webinar @webmarketing123
    • Evolving SEOTip #3 - Keyword Research is extremely (if not the most)important step to take for successful SEO Use Adwords “keyword tool” and choose the best search volume keywords. Compare to account competition and rankings Additional research tools: • Google Contextual Targeting Tool • Wordtracker, • Trellian • Hitwise • Wordstream • ComScore #123webinar @webmarketing123
    • Evolving SEOTip #4 – Stay up on SEO Analytics best practices: Align website goals and reporting to drive actionable insight has become increasingly important in the changing landscape of SEO. Change from the traditional “one metric” reporting to a more granulated and comprehensive reporting structure to drive strategy #123webinar @webmarketing123
    • Evolving SEOTip #4 – Stay up on SEO Analytics best practices: Keyword ranking is not effective without context. Context provides accountability and a more realistic perspective Segment, Segment, Segment. Reporting on different keyword themes in segments raises a higher level of action from clients #123webinar @webmarketing123
    • Evolving SEOTip #5 – Link building still important, but techniques evolvingLink building makes up over 50% of SEO value. Better linking meansbetter results for keywords, which leads to more qualified traffic andconversions Diversify your link portfolio for best results Use link building tools (ex: Majestic SEO, Screaming Frog, Buzzstream, Back Link Watch, etc.) Create content people come to you to see. Be a leader in your industry. Social media is an integral part of SEO! “We’ll also start to look at +1’s as one of the many signals we use to determine a page’s relevance and ranking, including social signals from other services.” (Google)Do not skimp on good content. Good content is shared. #123webinar @webmarketing123
    • Evolving SEOTip #6 – Use attribution to give credit where credit is due.7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for B2B lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012 Although rankings are fantastic, they aren’t the KPI that impacts the bottom line. Make sure you’re tracking how much revenue specific SEO keywords contribute to your pipeline. #123webinar @webmarketing123
    • Evolving SEOGOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - | #123webinar @webmarketing123
    • Evolving SEO Easily identify which keywords contribute to revenue and which are most likely to close deals #123webinar @webmarketing123
    • Evolving SEOTip #6: Utilize Schema.org mark-up to improve CTR· Schema is a way to use on-page markup tocreate rich snippets in search results· Markup will not improve rankings, but mayimprove click through· Not every type of information will be shownin the search results, but over time, more datawill be used in more ways - Products, Reviews, Video, Ratings, Authors, Service Locations, Geo-targeting, Addresses, Events, Recipes, and much more #123webinar @webmarketing123
    • Agenda1. Evolving SEO Strategy and Tips2. Authorship and Implications of “Social SEO”3. Google Knowledge Graph4. Retargeting: Don’t be creepy, be relevant #123webinar @webmarketing123
    • Authorship and “Social SEO”Google AuthorshipValuing content by social identity • Enhanced search results • Increased rankings • Visibility for your blog authors • Help Google evaluate your content • Way to avoid “Panda” hits ‘Over time, Google will care more about identity and social reputation.’ – Matt Cutts at SMX #123webinar @webmarketing123
    • Authorship and “Social SEO”Social SEOSearch engines are becoming more social, and social media is creating a new wayto search SEO = Social Engagement Optimization Social networks are building a way to quickly surface valuable social content. #123webinar @webmarketing123
    • Authorship and “Social SEO”Search engines are allowing social media cues to influence SERPs• We can imagine a future where search engines value content not only by links, but also by social media “votes”Social media sites are creating a whole new world of search• Rather than a search engine using an algorithm to serve results, social media sites leverage user data to deliver results based on what you, your friends, and your family endorse.• Potentially an even more effective way to search #123webinar @webmarketing123
    • Agenda1. Evolving SEO Strategy and Tips2. Authorship and Implications of “Social SEO”3. Google Knowledge Graph4. Retargeting: Don’t be creepy, be relevant #123webinar @webmarketing123
    • Google’s Knowledge GraphKnowledge Graph is an attempt to answer the question behind asearch query, without requiring an additional click through to a separatesite. #123webinar @webmarketing123
    • Google’s Knowledge GraphDetails:• Fires every know and then• Knowledge Graph may take clicks away from some top search results• Pretty much a closed system, and the only way to get into KG is basically through Wikipedia, Google+, IMDB, etc.Criticisms:• Links to Google+ pages and not company website• Links marked with red lines at right lead to additional Google searches #123webinar @webmarketing123
    • Agenda1. Evolving SEO Strategy and Tips2. Authorship and Implications of “Social SEO”3. Google Knowledge Graph4. Retargeting: Be relevant #123webinar @webmarketing123
    • Retargeting: Be relevant96% of website visitors leave without converting70% of people abandon cartsIt’s up to you to reengage them! #123webinar @webmarketing123
    • Retargeting: Be relevantFirst, online tracking 101:What is a cookie? Small piece of data that is sent from a website and stored in a user’s browser.When the user browses the same website in the future, the data stored in the cookie can be retrieved bythe website to notify the website of the users previous activity. Cookies allow us to do retargeting.First Party Data:> First party data is the information collected by the brand itself about their customers. – Example use case: I want to market to NEW customers so I will take my customer list (those who visited login or “thank you” pages) and exclude them from future prospecting campaigns.Third Party Data:> Data from third party companies are collected in different ways from different places such as other advertisers or networks. – Use case: Third party data helps you reach a much wider audience, which when used alongside an advertising campaign can help advertisers reach different and more targeted audience groups. #123webinar @webmarketing123
    • Retargeting: Be relevantTypes of Retargeting:Standard Web Retargeting: Retarget based on user actions (ie visited your website)Psychographic retargeting: Social targeting— retarget ads to users based on their self-identified interests1st party search retargeting: Using 1st party search cookie data to retarget users with display ads on GDN.3rd party audience retargeting: Relies on DSP for targeting people. Retarget visitors who go to other websitesUse Cases:Product retargeting is when a user comes to your site, touches a product, then leaves – and isfollowed around the web with an ad featuring that very same productProcess retargeting is about funnel stages. For example; a user got to stage 4 in the funnel,but left. User is then followed by ads encouraging him/her to revisit the site, entering (landingpage) at stage4. #123webinar @webmarketing123
    • Retargeting: Be relevantEnsure Your Creative Messaging is ALWAYS Relevant: AudienceYou can tackle your creative approach using 1 of 2 methods: Ad campaign A A1. Simple segmented creativeEasy to do and much better than running one set of creative to all. Audience Ad campaign B B2. Dynamic creativeDynamic creative is POWERFUL and captivating. Ads have a number of variables that change in realtime at the moment the ad is served. Adacado or Mediamind make dynamic creative templates tostreamline process. #123webinar @webmarketing123
    • Retargeting: Be relevantResults of Dynamic Retargeting: Travelocity used 3rd party data to retargetin-market Travelers with a relevant message.For this specific example, CTR was improved by an amazing 651%! (Teracent Case Study) #123webinar @webmarketing123
    • Retargeting: Be relevantUtilize segmenting abilities of other channels to create creativebuckets of users• Different channels like Facebook and LinkedIn have unique targeting capabilities compared to AdWords. Create segmented remarketing lists that utilize these features.• Example: If you are venue looking to book weddings, you can target women who were recently engaged via Facebook. By creating a unique landing page for them, you can create a list in which highly-targeted messaging can be used to better convert them.Change creative often• Carlos Del Rio, Dir. Digital Strategy at Agillian, recommended switching out creative as frequent as every 72 hours.• Understanding that this is not realistic for most, he had similar success by running multiple variations of messaging at the same time to prevent ad fatigue. #123webinar @webmarketing123
    • Retargeting: Be relevantDon’t be a pest --- meaning; cap the number of impressions!• Agillian did a study that showed after 5 impressions of the same ad, on average, you are likely wasting your time continuing to show to the same user.Utilize the different features and buckets available• Different channels like Facebook and LinkedIn have unique targeting capabilities compared to AdWords. Create segmented remarketing lists that utilize these features.• Example: If you are venue looking to book weddings, you can target women who were recently engaged via Facebook. By creating a unique landing page for them, you can create a list in which highly-targeted messaging can be used to better convert them. #123webinar @webmarketing123
    • Looking ahead: Mobile SearchSearch is the #1 mobile browser activity, according to comScore and Mobilesearch has grown to a quarter (25%) of all search.> In 2013 you need to start thinking about your Mobile SEO strategy: – Dynamic Serving Single URL or Separate URL strategy is best for device intent changes – Responsive Design Single URL for universal intent (information, news, blogs, etc…)Example – Dynamic vs. Responsive:If you are looking for news or information on a tablet, desktop, mobile, TV, etc., responsive design suffices so thatinformation is presented in a ideal way.Now, if you are searching for “banking,” on your phone, the intent and expectation is different than with a desktop. Onyour phone, you may be looking for the closest bank or ATM, while on a desktop, you could be looking for the bestservices or rates, thus a separate experience (dynamic serving) should be provided for these differing implied intents.Why HTML5 is Important:> HTML5 introduces Application Programming Interfaces (and/or APIs) for video, audio, web applications, editing content on the page, drag-and-drop, and exposing the browser history> All aspects work extremely well with mobile because the browser will not need additional plug-ins> If the browser is HTML5 compliant – it will support these APIs. #123webinar @webmarketing123
    • Key Takeaways As a result of new media, platforms, and Google algorithm updates, SEO strategies must constantly evolve – those that focus on providing value and measuring revenue contribution will be most successful. Although link building is still the predominant influncer, Authorship and Social Media play an increasing role in what ranks highly. Brands must proactively mark-up listings and include social signals at all times. Knowledge Graph takes a step towards automated responses to inquiries – moving clicks away from brand websites and back onto Google. Need to keep an eye on this and see how it shakes out. Retargeting can be an incredible effective way to get in front of qualified prospects. Utilizing the right combination of data, targeting, and creative can drive high performing campaigns. #123webinar @webmarketing123
    • Sign up for a SEO consultation and discover yourmissed revenue opportunity from SEO and PPC.Also, learn how our Keyword Predictor tool can uncover “not provided”search terms that customers search. Thank you!Email: SEO@WEBMARKETING123.COMIn a 30 minute consultation, learn: Percentage and quality of “not provided” traffic How to create valuable custom reports in GA and WMT Where you rank against competitors How to measure revenue from your SEO program Alex Dunks Director, SEO #123webinar @webmarketing123