The edge 2012 how companies should use search v2


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Ann’s will be showcasing her skills in online search marketing, sharing her knowledge so you get to grips with the basics of search marketing.

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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.
  • This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).
  • The edge 2012 how companies should use search v2

    1. 1. @annstanley How businessesshould really use search? by Ann Stanley October 2012
    2. 2. @annstanley
    3. 3. @annstanleyUnderstanding Google search results Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    4. 4. @annstanleyGoogle – local businesses Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    5. 5. @annstanleyLocal bias – “Venice” update
    6. 6. @annstanleySearching for products Display options Organic or natural results Universal results – maps, news, sho pping etc.... Ads - PPC
    7. 7. @annstanleyQuick Wins!
    8. 8. @annstanleyLocal listings (previously Places)
    9. 9. @annstanleyGetting listed in Google Places (Local Search)
    10. 10. Bing Map – @annstanleylisting through My118 Information
    11. 11. @annstanley Pay Per Click in Action 1Usersubmitssearch 2Listingsdynamicallyordered bybid price &relevancy 3User clickson paid link,triggeringpayment toGoogle
    12. 12. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
    13. 13. @annstanleyClick to call – on mobiles
    14. 14. @annstanleyRemarketing in AdWords (aka stalking)
    15. 15. @annstanley Managing PPC – what’s important• Granular set-up of the account to increase relevancy – 100-1000’s of keyphrases in discrete ad groups (with a matching ad and landing page)• Quality Score is Google’s measure of relevancy – it affects your position and how much you pay (e.g. QS of 8/10 you pay half as compared with 4/10 to achieve the same position)• 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?• Conversion and revenue optimisation – invest in what works (keyphrases and ads) and pause what does!
    16. 16. @annstanley Long term investment!Search Engine Optimisation (SEO)
    17. 17. @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
    18. 18. @annstanleyCheck that your site is indexed? Do you have keyphrases in your url, title and description?
    19. 19. @annstanleyGoogle keyword research tool
    20. 20. @annstanleyDetermine the level of competition
    21. 21. @annstanleyExample of SEO Page plan with monthly searches vs. competition
    22. 22. @annstanleyOptimise your content
    23. 23. @annstanley On-page factors• Title Tag• Meta Tags (description, keyword etc)• 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
    24. 24. @annstanley Steps to optimise your website1. Carryout keyphrase research (where possible use PPC data)2. Prioritise your keyphrase by high search volume and low competition (does the keyphrase convert?)3. Produce a topic and a page plan (ie which pages are to be optimised with which phrases)4. Write new optimised content or existing and new pages, (URL, title, description, headers, keyphrase density, anchor text, image optimisation)5. Upload your content through your CMS and add new links from the homepage for new pages e.g. in the footer (you may need to get your developer to do this)6. Add new optimised content every week via a blog7. Share your content through social networking8. Review results using Webmaster Tools and Analytics
    25. 25. @annstanley Off-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”
    26. 26. @annstanley Getting Links• Content that people will want to link to • Free stuff • Blog posts • Useful documents/articles/whitepapers • Online tools • Video and audio• Your content on other sites • Article syndication site • Guest blogging • Online PR • Directories
    27. 27. Blogging – @annstanleyFresh Content, SEO, link bait and sharing
    28. 28. @annstanley Importance of social• Direct traffic - e.g. Brand pages (Facebook, Google Plus, Twitter, LinkedIn)• Community, loyalty and word of mouth - (Facebook Likes, Twitter, Reddit, Digg, Delicious)• SEO benefit - Referrals, links and social indicators (Google Plus, Facebook Shares, social bookmarking)
    29. 29. Social networking for businesses @annstanley (personal vs. company profiles)
    30. 30. @annstanleyGoogle Plus
    31. 31. @annstanleyGoogle Hangout
    32. 32. @annstanleyWhat’s new (in Google)?
    33. 33. @annstanley Call tracking technology - dynamicphone number creation with each visit • New phone tracking software is now available to determine the keywords that triggered a phone call from your website • Ideal for B2B and brochure sites where conversions are mainly over the phone, rather than by online forms • Dynamic code is added to your website, which generates unique phone numbers every visit • If the number is called it is redirected to your normal phone number, with the option to record the call • The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics • A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”
    34. 34. @annstanleyGoogle’s “Search, Plus Your World” (
    35. 35. @annstanley Panda?LSI – Latent semantic indexing
    36. 36. @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…)
    37. 37. @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”• New “disavow” feature in webmaster tools, to tell Bing and Google to ignore certain links.
    38. 38. @annstanley What next?• Device responsive design, so you have one Universal website that works on all devices• Only 7 organic results on Page 1 of Google!• Google Plus will become the “New Google” (i.e. integration of many features in one platform/interface)• More emphasis on content and quality, so an excellent opportunity for marketers to exploit copy writing skills and the knowledge base within the company• Social will become more important to search and will also become the “new spam”• More change, more innovation and more surprises!
    39. 39. @annstanley Thank You Ann Stanley