How companies should really use search


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A guide to search marketing and how online businesses can maximise the benefits of search to increase conversions and ROI

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How companies should really use search

  1. 1. @annstanleyHow companies should really use search? by Ann Stanley April 2013
  2. 2. @annstanley
  3. 3. @annstanley AgendaPart 1 – Introduction to searchPart 2 – Quick Wins!Part 3 - Search engine optimisation (SEO)Part 4 - Importance of Social
  4. 4. @annstanleyPart 1 – Introduction to search
  5. 5. @annstanleyDigital landscape
  6. 6. @annstanley Growth in DigitalIAB/PwC - Total Market Size First Half 2012 (Oct 2012)• Digital Ad spend in H1 2012 reached £2,591 million (£2.6 billion); this is a record• Spending on digital advertising grew by 12.6% year on year.AA/Warc Expenditure Report (Jan 2013)• The size of the annual UK online advertising market is expected to reach £5.3bn (year ending 2012), more than 31% of all UK advertising• Q3 growth still at 10% (year on year)
  7. 7. @annstanley The importance of search!£1,527 million was spent on search in the first half of 2012. Source: IAB/PcW Advertising spend by category Search Display Classified Others
  8. 8. @annstanleyUnderstanding the search results
  9. 9. @annstanley Google results for [luggage] Product Listing Pay per click ads ads Local business listings Organic ornatural search Pay per click results ads
  10. 10. @annstanleyShopping results
  11. 11. @annstanleyLocalised results
  12. 12. @annstanleyLocal listings
  13. 13. @annstanleyLocal listing (in Google+)
  14. 14. @annstanleyUniversal Results & Schema
  15. 15. @annstanley How to get into the Google resultsFree• Map – create a free Google Places listings (also in Bing) – this is now part of Google Plus• 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)• Organic or natural listings – search engine optimise your website i.e. SEOPaid• Ads – set up an AdWords pay per click account – where you bid on relevant phrases and you pay if they click on your ad• Shopping results – feed your ecommerce database into Google Merchant Centre and use Product Listing ads in AdWords
  16. 16. @annstanleyPart 2 – Quick Wins!
  17. 17. @annstanleyLocal listings
  18. 18. @annstanleyLocal listings
  19. 19. @annstanleyGetting listed in Google Places (Local Search)
  20. 20. @annstanleyAdd your company details
  21. 21. @annstanleyGoogle Plus Page
  22. 22. @annstanleyCreate a Google+ page
  23. 23. Bing Map – @annstanleylisting through My118 Information
  24. 24. @annstanleyUsing Google AdWords or pay per click (PPC)
  25. 25. @annstanley Pay Per Click in Action 1User submitssearch 2Listingsdynamicallyordered bybid price &relevancy 3User clicks onpaid link,triggeringpayment toGoogle
  26. 26. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
  27. 27. @annstanleyExamples of Product Listing Ads
  28. 28. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggage Organic shopping results AdWords Products Map and Product Listing ads ad extension Local listings(Merchant Centre)
  29. 29. @annstanleyCall and location extensions
  30. 30. @annstanleyClick to call
  31. 31. @annstanley PPC Account Hierarchy Campaigns (<20) Estate(set a budget and targeting) agent Ad Groups 20-100 per campaign “City” Local estate Professional (each has its own ad copy estate agent estate agent agent and landing page) Keywords Local estate Professional [Bromsgrove agent estate agent estate agent] 3-9 per ad group [Local estate “Professional “Bromsgrove 3 x match types agent] estate agent” estate agent” Ads 1 or 2 per Ad 1 Ad 2 ad group
  32. 32. @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 more relevantkeyphrase 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
  33. 33. @annstanley Managing PPC – what’s important• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (e.g. 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?
  34. 34. @annstanleyRemarketing
  35. 35. @annstanley Remarketing (Google)• Set-up Remarketing 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) – including Facebook Exchange
  36. 36. @annstanleyRemarketing in AdWords (aka stalking)
  37. 37. @annstanley Part 3 -Search engine optimisation (SEO)
  38. 38. @annstanleyOn-page optimisation
  39. 39. @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 determine whatwebsites then views the would be relevant to yourweb pages and strips out searchthe text content
  40. 40. @annstanleyCheck that your site is indexed? Do you have keyphrases in your url, title and description?
  41. 41. @annstanleyGoogle keyword research tool
  42. 42. @annstanleyDetermine the level of competition
  43. 43. @annstanleyPage plan with levels of monthly searches vs. competition (results in Google)
  44. 44. @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 e.g. a blog
  45. 45. @annstanley
  46. 46. @annstanleyExample of On-Page Factors
  47. 47. @annstanleyKeyphrase density (using SEO Quake)
  48. 48. @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 (i.e. which pages are to be optimised with which phrases)• Write new optimised content on existing and new pages, (URL, title, description, headers, body copy, anchor text, image optimisation)• Upload your content through your CMS and add new links from the homepage for new pages• Add new optimised content every week via a blog• Review results using Webmaster Tools and Analytics
  49. 49. @annstanleyOff-page optimisation
  50. 50. @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”
  51. 51. @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
  52. 52. @annstanleyOff-page factors - Linking
  53. 53. @annstanleyOff-page factors - Linking
  54. 54. @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 • Guest blogging • Online PR • Directories • Social networks
  55. 55. @annstanleyPart 4 - Importance of Social
  56. 56. @annstanley Importance of social• Direct sales e.g. Facebook commerce• Direct traffic e.g. Brand pages (Facebook, Google Plus, Twitter, LinkedIn)• 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)• Paid social – PPC advertising in Facebook and LinkedIn
  57. 57. @annstanleyBlogging
  58. 58. @annstanleySocial networking for businesses (personal vs. company profiles)
  59. 59. @annstanleyGoogle Plus
  60. 60. @annstanleyFacebook
  61. 61. @annstanleyPinterest
  62. 62. @annstanleyPart 5 – Case studies
  63. 63. @annstanley PPC Case study – Experian• Started: Dec 2012• Restructured with exact and phrase matches with negatives• Feb 2013 conversion rate >10%
  64. 64. @annstanley PPC Hair Supermarket• Project Started May 2012• Account restructure + keyphrase expansion• Optimisation on CTR/Quality Score and conversion rate
  65. 65. @annstanley SEO case study – The Theatre People• was a brand new site selling tickets for West End shows online.• Brief: to drive targeted organic search traffic to the site in a highly competitive sector.• Approach: – On-page optimisation - technical SEO, tabbed theatre pages for more content, >650 keywords, optimised content and blog, Off-page optimisation – link building and online PR.• Results from natural search (6 months): – Traffic has increased by 900% – Conversions up by 250%.
  66. 66. @annstanleyExample of a page plan
  67. 67. @annstanley Monthly KPI trackingKeyword Google UK start Google UK Google UK position Google UK position Google UK position position position - May - August - November - December theatre tickets London 100+ 49 44 40 31 west end theatre tickets 100+ 22 11 6 6 theatre tickets 100+ 100+ 31 15 11London show tickets 100+ 22 100+ 69 25 west end show tickets 100+ 25 20 16 13 cheap London theatre tickets 100+ 100+ 82 45 37cheap theatre tickets London west end 100+ 32 22 23 23cheap theatre tickets 100+ 84 71 34 23 discount theatre tickets 100+ 100+ 89 80 61 theatre and dinner deals London 100+ 15 14 6 7 dinner and theatre deals 98 14 1 2 2 London theatre breaks 100+ 44 67 14 16 theatre packages London 100+ 41 66 27 26
  68. 68. @annstanleyIncrease in conversions from organic traffic
  69. 69. @annstanley Summary• The digital landscape is more competitive with many ways of promoting your business• You can get quick wins with local listings, Google plus, and paid search (PPC)• Paid search continues to offer new ad formats, particularly, ad extension, clicks to call, 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
  70. 70. @annstanleyThank You Ann Stanley