How companies should really use search


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Getting your business found in search engines

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  • Google is constantly experimenting with different ways of displaying the search results.This screen drop shows some of the recent changes to the results:The red colour indicating the Geo-targeting in the display optionsThe URLs appearing under the title tag and above the description in both the organic and paid adsThe addition of the +1 symbol next to the title and preview buttonsIn this case the map appears top right and pushes the ads down. The other differences in Google only become apparent when you are logged into a Google account. The results will start to appear as you type the search term (Google Instant). You will also see different results based on your history, your location and also your social connections. This means that you can see items shared or liked by anyone you are connected to via your Gmail and Twitter accounts.
  • How companies should really use search

    1. 1. @annstanleyHow companies should really use search? by Ann Stanley October 2012
    2. 2. @annstanley
    3. 3. @annstanleyPart 1 – Introduction to search
    4. 4. @annstanleyDigital landscape
    5. 5. @annstanleyTop UK sites by visitsSource: Hitwise week ending 16/6/2012
    6. 6. @annstanleyOrganic Search Results (SEO)
    7. 7. @annstanleyUnderstanding the search results Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    8. 8. @annstanleyGoogle – local businesses Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    9. 9. @annstanleySearching for products Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    10. 10. @annstanley How to get into the Google results• Map – create a free Google Places listings (also in Bing) – this is now part of Google Plus• Shopping results – feed your ecommerce database into Google Merchant Centre• Images & videos – make sure these have keyphrases in the file names and tags• News, blogs and author results – create ongoing blog content on your site or via news feed sites (PR)• Ads – set up an AdWords pay per click account – where you bid on relevant phrases and you pay if they click on your ad• Organic or natural listings – search engine optimise your website ie SEO
    11. 11. @annstanleyPart 2 – Quick Wins!
    12. 12. @annstanleyLocal listings
    13. 13. @annstanleyLocal listings
    14. 14. @annstanleyGetting listed in Google Places (Local Search)
    15. 15. @annstanleyAdd your company details
    16. 16. @annstanleyGoogle Plus Page
    17. 17. @annstanleyCreate a Google+ page
    18. 18. Bing Map – @annstanleylisting through My118 Information
    19. 19. @annstanleyUsing Google AdWords or pay per click (PPC)
    20. 20. @annstanley Pay Per Click in Action 1Usersubmitssearch 2Listingsdynamicallyordered bybid price &relevancy 3User clickson paid link,triggeringpayment toGoogle
    21. 21. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
    22. 22. @annstanley PPC Account Hierarchy Campaigns (<20) (set a budget and Estate agent targeting) Ad Groups 20-100 per campaign Local estate Professional “City” estate (each has its own ad agent estate agent agentcopy and landing page) Keywords Professional estate Bromsgrove estate Local estate agent agent agent 3-9 per ad group Local estate agents Professional estate Bromsgrove estate 3 x match types agents agents
    23. 23. @annstanley Typical PPC resultsGlossaryImpressions = number of times your ad is seenClicks = number of times searcher clicked on your adCTR = click through rate is clicks divided by impressions (>2% indicates a morerelevant keyphrase and ad combination)Avg CPC = average cost per click (amount paid when users click on your ad)Cost = total spent in period (clicks times average cost per click)Avg Position = Average position achieved in resultsConversions = completed sales or completed registrationsConversion rate = conversions divided by clicksCost per conversion = total cost divided by number of conversions
    24. 24. @annstanley Managing PPC – what’s important• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (eg QS of 8/10 you pays half as compared with 4/10)• Click through rate – pause phrases and ads with a CTR below<1%, otherwise this drags down your QS• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click – can you afford this?
    25. 25. @annstanleyRemarketing
    26. 26. @annstanley Remarketing (Google)• Set-up in AdWords• Visitors to certain pages on the website (from all sources) have a Cookie added to their PC• They are then shown an ad when they visit another site on the Google Display network• Ideal for targeting customers that came to your site but did not convert• Ad Serving Networks outside of Google offer a similar technology (called Retargeting)
    27. 27. @annstanleyRemarketing in AdWords (aka stalking)
    28. 28. @annstanley Remarketing results Client 1 Client 2 Client 3 Client 4 View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26% • Remarketing In Google is on a CPC basis but its success has pushed the prices up (one account has increased from 78p to £1.38 in a year) • Retargeting is also available outside of Google via ad-serving networks or Demand Side Platforms (DSP) – mainly sold on a CPM basis • Facebook have just launched Facebook Exchange in the UK (via a limited number of distributors) - offering Retargeting and Behavioural targeting on a CPM basis
    29. 29. @annstanleyGoogle Merchant Centre for ecommerce sites
    30. 30. @annstanleyIntegration with Google Merchant Centre New Product Listing ads AdWords product extensions Shopping results from Merchant Centre
    31. 31. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggage Organic shopping Map results AdWords Products Product Listing ads and Places/Local ad extension(Merchant Centre) listings
    32. 32. @annstanley Part 2 -Search engine optimisation (SEO)
    33. 33. @annstanleyOn-page optimisation
    34. 34. @annstanley How Search Engines Work A search engine is made of three basic components:A Spider or Robot A Storage System A Matching Process orAn automated browser, it or Database Relevancy Algorithmsearches the web for new A record of all the pages The rules that tell the searchwebsites and changes to viewed by the Spider engine how to determinewebsites then views the what would be relevant toweb pages and strips out your searchthe text content
    35. 35. @annstanleyCheck that your site is indexed? Do you have keyphrases in your url, title and description?
    36. 36. @annstanleyGoogle keyword research tool
    37. 37. @annstanleyDetermine the level of competition
    38. 38. @annstanleyPage plan with levels of monthly searches vs competition (results in Google)
    39. 39. @annstanleyOn-page factors • Title Tag • Content • Heading content • Frequency of phrases (how many times they are mentioned) • Density of phrases (proportion of the text) • Internal Link structure with anchor text) • Image optimisation (file names, Alt tags) • Avoid Spam techniques and over-optimising • Create new ongoing content on your site eg a blog
    40. 40. @annstanley
    41. 41. @annstanleyExample of On-Page Factors
    42. 42. @annstanleyKeyphrase density (using SEO Quake)
    43. 43. @annstanleyOff-page optimisation
    44. 44. @annstanley Checklist for optimising your website• Carryout keyphrase research• Prioritise your keyphrase by high search volume and low competition (use pay per click data if you have it?)• Produce a topic and a page plan (ie which pages are to be optimised with which phrases)• Write new optimised content on existing and new pages, (URL, title, description, headers, keyphrase density, anchor text, image optimisation)• Upload your content through your CMS and add new links from the homepage for new pages eg in the footer (you may need to get your developer to do this)• Add new optimised content every week via a blog• Review results using Webmaster Tools and Analytics
    45. 45. @annstanleyOff-page factors• Domain age• Domain name• Filename/full URL• Directory listings• External Link Structure• Anchor text of inbound links• Page quality of inbound links• Social bookmarks• Reviews and testimonials• Social indicators especially Google +1 and Facebook “Shares”
    46. 46. @annstanley Why are Links important?Key to Google’s algorithm: • Indicator of value: PageRank • Indicator of relevanceBest links from: • Highly trusted sites (high PageRank / Domain Authority) • Pages with relevant content
    47. 47. @annstanleyOff-page factors - Linking
    48. 48. @annstanleyOff-page factors - Linking
    49. 49. @annstanleyGetting Links• Content that people will want to link to • Free stuff • Blog posts • Useful documents/articles • Online tools • Video and audio • Funny or entertaining content• Your content on other sites • Article syndication site • Guest blogging • Online PR • Directories
    50. 50. @annstanleyImportance of Social
    51. 51. @annstanley Importance of social• Direct sales e.g. Facebook commerce• Direct traffic e.g. Brand pages (Facebook, Google Plus, Twitter)• Community, loyalty and word of mouth (Facebook Likes, Twitter, Reddit, Digg, Delicious) and social shopping sites e.g. Kaboodle• Referrals, links and SEO benefit (Google Plus, Facebook Shares, social bookmarking)
    52. 52. @annstanleyBlogging
    53. 53. @annstanleySocial networking for businesses (personal vs company profiles)
    54. 54. @annstanleyGoogle Plus
    55. 55. @annstanleyFacebook
    56. 56. @annstanleyPinterest
    57. 57. @annstanley Part 3 – Integrating digital marketingchannels and Attribution Modelling
    58. 58. @annstanleyUsing PPC data to determine the most effective keyphrases for SEO?• It can take 6 -12 months to see a significant result for your SEO activities• But you may have wasted your efforts on optimising for keyphrases with high volumes of searches but no conversions• We recommend you use PPC data as part of your SEO strategy – Narrow down your list to the keyphrases that convert – Use as many months data as possible and use “See Search Terms” to see the actual converting phrases – If you are not currently using PPC then you may want to run a PPC campaign before starting your SEO, in order to understand your keyphrase profile
    59. 59. Selecting keyphrases for SEO @annstanley using PPC conversion data Competition PPC data See search (Allintitle: Conv. (1-per- terms TotalKeyword Searches (phrase match) "keyphrase") Ratio click) conversions conversions 1 2900 14,200 0.20 307 307 2 27100 2,050,000 0.01 196 196 3 14800 598,000 0.02 185 185 4 2400 3,540 0.68 86 86 5 73 551 0.13 42 18 60 6 1600 472,000 0.01 29 29 58 7 590 82,400 0.01 49 49 8 58 168 0.35 48 48 9 4400 582,000 0.01 47 47 10 260 8,060 0.03 45 45 11 3600 516,000 0.01 44 44 12 880 210 4.19 43 43 13 16 366 0.04 25 11 36 14 260 28 9.29 16 18 34 15 140 10,500 0.01 29 29 16 210 8,270 0.03 16 12 28 17 3600 51,300 0.07 24 24 18 58 6 9.67 24 24 19 73 30 2.43 23 23 20 1600 205,000 0.01 22 22
    60. 60. @annstanley Increase in organic traffic and salesJan 2011 - Aug 2012 – monthly visits from organic (dark blue line) vs. revenue (light blue line)Visits from organic 2011 (dark blue line) vs. 2010 (orange line) – weekly results SEO project started July 2011
    61. 61. @annstanley Attribution –top paths leading to a sale Assisted click – in conversion path Last click before a conversion
    62. 62. @annstanley Integration of channels(last click vs. assisted click)
    63. 63. @annstanleyPart 4 - Optimising for Mobile
    64. 64. @annstanley Device responsive design• Same url for all devices rather than a separate mobile site or sub-domain• User detection agent (distinguishes device)• Liquid or responsive design suitable for each size device/operating system/browser• Mobile design often has a single column with most important content/features moved to the top and in some cases some content hidden
    65. 65. @annstanley responsive design or AppMain site – with adaptive CSS Amazon App
    66. 66. @annstanleyPart 4 -What’s new in Google?
    67. 67. @annstanleyGoogle layout – logged in
    68. 68. @annstanleyNot logged-in
    69. 69. @annstanleyGoogle’s “Search, Plus Your World” (
    70. 70. @annstanleyUniversal results
    71. 71. @annstanleyLocal results – “Venice” update
    72. 72. @annstanley Panda?LSI – Latent semantic indexing
    73. 73. @annstanley Google Panda update and need for ‘good quality content’• In 2011, Google implemented a rolling algorithm update known as ‘Panda’, which ‘penalises’ sites that host poor quality content and/or provide a poor user experience• The effect of the Panda update was widespread and, with every update, Google becomes more sophisticated at judging the quality of content on a site
    74. 74. @annstanley Optimise for the user – not search engines• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
    75. 75. @annstanleyUse of and rich snippets
    76. 76. @annstanley Penguin• Google Algorithm change to “penalise” sites with: – Unnatural and poor quality links (very high numbers, high proportion of “exact match anchor text”, links on every page of a website, poor quality source of links) – Search spam – keyword stuffing• P-Day = 24th April – if you had a significant drop in traffic then you were affected by Penguin update• You may have received an “unnatural links” warning in your Webmaster tools• Clean your site up, remove bad links (on other sites) and put in a “reconsideration request”• Bing has introduced a “disavow” feature in Bing webmaster tools. Google expected to follow.
    77. 77. @annstanley Summary• The digital landscape is more complex and fragmented with many channels to sell on- site and off-site• You can get quick wins with local listings, Google plus, and paid search• Paid search continues to offer new ad formats, particularly Product Listing Ads (integrating with Google Merchant Centre) and Remarketing• SEO is a long term technique that involves both on-page and off-page optimisation• Social is important to generate direct traffic and sales; but also indirectly due to the importance of social indicators in SEO• Use data from PPC to identify converting keyphrases and use these for SEO• Understanding Conversion Attribution is key to maximise the ROI from different channels• Take advantage of the increasing use of Smartphones by having a mobile responsive design• Panda and Penguin has changed the way website need to be optimised – content is more important than ever!
    78. 78. @annstanley Thank You Ann Stanley