Panda, Penguin, Rabid CPC’s: The Zookeeper’s Guide to Search Marketing 2013


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By Shari L.S. Worthington, President, Telesian Technology

Did you know that duplicate web content will severely damage your search rankings? What about all that material your channel has copied onto their web site? Did you know that Google applies its optimization criteria to PPC’s? Are you generating anonymous clicks or actual leads?

Almost all businesses start searches for products and services online. The first stop is a known web site or a search engine. That means you must have a decent web site and you have to be visible in the search engines. You can’t play at it any more. But search marketing often feels like zookeeping. There are Panda and Penguin updates (and so many more that you haven’t heard about) on the search optimization side. On the PPC side, there are rabid increases in cost-per-clicks (CPC’s) for the best keywords. In this session, Shari Worthington provides an update on the latest tools and techniques for SEO and PPC success

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Panda, Penguin, Rabid CPC’s: The Zookeeper’s Guide to Search Marketing 2013

  1. 1. ISA Marketing & Sales Summit Panda, Penguin, Rabid PPC’s: The Zookeepers Guide to Search Marketing 2013 September 12, 2013 Shari L.S. Worthington Telesian Technology
  2. 2. Refocus on Value Proposition
  3. 3. What Factors Correlate with Higher Search Rankings • Searchmetrics 2013 –Keyword domains and keyword links have lost relevance –Brands are the exception to many rules –Social signals correlate very well with better rankings –Good content is always important –Number of backlinks remains immensely important –On page technology remains a core basic
  4. 4. What Factors Correlate with Higher Search Rankings
  5. 5. Schema, Data Types
  6. 6. Schema, Data Types
  7. 7. Google’s Universal Search Really Likes Videos
  8. 8. +1’s = Search Rank? If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking. Rather than chasing +1s of content, your time is much better spent making great content. -- Matt Cutts, Google Sr Engineer, Search
  9. 9. Content Marketing Web Sear ch Soci al Credibi lity Trust Experti se Loyalt y
  10. 10. Google’s Algorithms Rule the Web • Panda Update –Major update February 24, 2011 –Update rolls out over 10 days every month –Focus on higher quality content for individual searcher •Reduce rank of poor quality sites •Increase rank of high quality sites –Block unwanted domains
  11. 11. rel=“canonical” • Goal: 80% unique content per page • Canonical pages are preferred version of a set of pages with highly similar content • Refer to one master, such as product families with dupe spec tables • Add rel=“canonical” to header of non-canonical HTML pages
  12. 12. Be Careful with Press Releases
  13. 13. Page Rank vs Author Rank • Indicates credibility of page/post author • Will be used to make Page Rank more accurate • rel=“author” • "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” – Eric Schmidt, Chairman, Google
  14. 14. Content Rules • Aim for 80%+ unique content per page • Queries with Knowledge Graph entries up significantly
  15. 15. What Gets a Site in Trouble? • High bounce rate on page or site • Low visit times on page or site • Low % of users returning to a site • Low click-through % from Google SERPs • High % of boilerplate content on each page • Low or no quality inbound links to a page or site • Low or no mentions to a page or site in social media
  16. 16. Google’s Algorithms Rule the Web • Penguin Update (April 2012) –Importance of incoming links –Penguin no-no’s •Paid text links using exact match anchor text •Comment spam •Guest posts on questionable sites •Article marketing sites •Links from dangerous sites
  17. 17. SEO: On-Page Optimization • Keyword should be 1st word in page title • Create engaging meta descriptions to increase CTRs • Bing now penalizes keyword tags!!! • Use rel=“canonical” to avoid duplicate pages • Embed rich snippets
  18. 18. SEO: On-Page Optimization
  19. 19. SEO: On-Page Optimization • Repeat keyword a few times, use naturally • Use keyword variations • Use graphic/image/photos on important keyword- targeted pages with alt attributes of img tag • Use keyword in image file name • Keep important pages close to top of hierarchy • Use intra-site linking
  20. 20. SEO: Where to Start • Google Webmaster Tools account • Use www. domain so turned into link everywhere • No duplicate content, lots of cross-linking within site • No dynamic URLs • Include keywords in –TITLES, content headers –URLs, files names –Link text, no “click here”
  21. 21. Are Searchers Using Online Ads? • Banner blindness to display ads, top and right
  22. 22. Text Ads? • Yes, per 77% of users in Google eye-tracking study at WPI • When ads are present, fewer results are viewed: 6 with ads, 9 without • 9% clicked on PPCs
  23. 23. PPC: What’s New? • Google: New Exact & Phrase matching –Includes plurals, misspellings, close variants –“Rotate Evenly” (for ad testing) will stop rotating after 30 days –Mobile-specific ads get top ranking for searches on mobile devices •5-10% of industrial users are mobile, constantly increasing •Mobile ads + mobile landing pages •Web site: Responsive Design
  24. 24. Responsive Design
  25. 25. Responsive Design
  26. 26. PPC: What’s New • Major upgrade July 2013 –Enhanced campaigns: multi-device focus –Auction insights
  27. 27. Google Analytics Update • Integrated access to both search and AdWords analytics via Webmaster Tools
  28. 28. PPC: What’s New • New B2B Supplier Program –Google Shopping for Suppliers
  29. 29. PPC: What’s New
  30. 30. PPC: What’s New
  31. 31. PPC: Landing Pages
  32. 32. Questions? Shari L.S. Worthington @sharilee @telesian Cell: 508-397-6345 Thank you!