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What is Search Marketing? SEM and SEO

This presentation takes students from the Digital academy through the basics of Paid Search (Search Engine Marketing called SEM or PPC [Pay Per Click]) and Search Engine Optimisation (SEO).

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What is Search Marketing? SEM and SEO

  1. 1. Search Marketing WEEK 7 – Learn Implement & Implement Digital Academy
  2. 2. Two types of search marketing
  3. 3. Search Engine Marketing (SEM) Search Engine Marketing (SEM) is a form of internet advertising utilising search engine results to promote brands and websites. It is a paid media where advertisers bid of specific search keywords that when typed in, their ads are shown.
  4. 4. Search Engine Optimisation (SEO) Search engine optimisation (SEO) is the process of improving your website and content so that it is visible to search engines. Website SEO aims to make the information & services that your organisation provide deemed most relevant (by the search engine) to match the keywords that their users are searching for.
  5. 5. Search Strategies
  6. 6. Search Engine Marketing (SEM) Mostly, Google Adwords
  7. 7. SEM Terminology What do these mean? • PPC • CPC • Creative/ Adtext • SERP • CTR% • Impressions • Google Content Network • Rank/ Position • Quality score
  8. 8. SEM Terminology • PPC – Pay Per Click • CPC – Cost per Click • Creative – Heading and description of search ad • SERP – Search Engine Results Page • CTR% - Click through Rate (as a percentage) • Impressions – The number of times your ad is shown • Google Content Network – Display banner ads outside of Google • Rank/ Position – The position your ad is shown when a keyword is searched (1 through 8 for page 1) • Quality score – A ranking Google gives your ad based on its CTR, relevance to the keyword & the landing page’s relevance & other factors.
  9. 9. SEM Networks Landscape Global Search Market share http://market share.aspx?qprid=5&qpcustomd=au
  10. 10. Search Networks Market share March 2014: Google 73% Globally or 85% of all English based search. In Australia their market share is closer to 95%.
  11. 11. Organic Vs. Paid
  12. 12. Google taking up Organic space
  13. 13. Paid Search Options Google Content Network
  14. 14. Paid Search Options YouTube
  15. 15. Paid Search Options Local Search/ Maps
  16. 16. Paid Search Options Mobile
  17. 17. Paid Search Options Mobile Map Pins
  18. 18. Bidding Strategies & Targeting • Bidding Strategies • Position/ rank # • Max CPC • Broad match • Phrase Match • Exact Match • Targeting • Location targeting • Device targeting • Retargeting
  19. 19. Adwords – Ad Groups
  20. 20. Adwords – Creative/ Ads
  21. 21. Adwords - Keywords
  22. 22. Adwords - Targeting
  23. 23. Adwords – Ad Extensions
  24. 24. Exercise Google Adwords Demo
  25. 25. Why SEM? • Quick Wins • Good targeting • Conversion reporting – with Google Analytics • Low wastage • Competitive • Strong acquisition driver • Branding.
  26. 26. Search Engine Optimisation (SEO) Strategy, Planning & Execution
  27. 27. What is SEO? SEO is optimising your website to make it easier for search engines to find you. •Good SEO = High rankings in Google search listings (pg. 1) •SEO is about many small tactics, implemented in increments over time to help your website rank better in search engine results. These tactics include: • Website content (engagement objects [images, maps, video, infographics, ebooks] + words) • Internal and external linking strategies (expertness) • Information architecture and siloing (URLs and site navigation) • Meta data + keywords (html) • Site map (html and XML) and much more.
  28. 28. Optimising for Google 90% of all internet sessions start with a Search query Google Global Market share Nov 2012 #10 on Google gets more traffic than #1 on Yahoo 93% of all searches in Australia are on Google (Nov 2012)
  29. 29. Optimising for Google There are [reportedly] over 200 variables in Google’s algorithm which determine rankings, some of them are: • Content • language and uniqueness • frequency of updating • Duplicate content • Keywords used and anchor text + alt text • Domain age • Where you servers are located • URL structure • Internal cross linking • Outbound and Inbound linking • Authority of domains being linked to • XML and html site maps • Robots.txt • Page load time.
  30. 30. What we’re aiming for. Page Rank
  31. 31. Keyword Research • Identify what your audience is searching for when looking for your product or service • Prioritise your organisation’s target keywords based on volume, relevancy and likelihood to convert • Identify gaps in your content that you need to fill • Develop your SEO strategy based on audience, consideration cycle, location and culture. Use SEO Tools to do your Keyword Research and Google Adwords is the best place to get Australia search volume numbers • •
  32. 32. In Practice Exercise • Identify 3 key terms that you want your website to rank on page one of Google’s search results for • Go to and search for this term. What is your ranking? Can you find your listing on the first 3 pages? • Now open an incognito window in your browser and search for your keyword. Is your ranking the same?
  33. 33. Exercise Topline SEO Audit
  34. 34. In SEO, Content is King!
  35. 35. What is ‘Content’? In the digital world, everything you can add to a webpage is ‘content’ •Written words •Images •Video •Graphs and infographics •Links.
  36. 36. Treat your Content like a Queen! Content brings •Search engines •People/ Partners/ Prospects •Credibility •A good user experience •Variety •Inbound links •Sharing •Stickiness (repeat visitation).
  37. 37. In Practice Exercise • Go to and log into your account. • Navigate to “Behaviour > Site Content” What are your most popular website pages? • Navigate to “Acquisition > Channels”, click on organic search, then add a second dimension > traffic sources > landing pages. Are your most popular pages getting traffic from search engines? • Navigate to “Acquisition > Keywords > Organic” Are the three keywords you identified as important, present in your top 10 keywords driving traffic? • Go to SEO Toolset > Free Tools and find out • who are the competitors for your target keywords? • What is your Domain page rank and your key competitors Domain page rank?
  38. 38. SEO Fundamentals The stuff you need to know and get right
  39. 39. SEO Fundamentals What you can control easily Technical implementation
  40. 40. On page content
  41. 41. Target keywords * Keywords currently rank on Google Search Results pages 2, 3 and 4 Create content (1 full pg minimum) for each keyword you wish to rank for. Create content (1 full pg minimum) for each keyword you wish to rank for.
  42. 42. SEO Fundamentals What you can control easily Technical implementation
  43. 43. Meta Data or Meta tags • Page title • Description • Keywords • Meta tags must be specific to each page • They must describe the page content and use the SEO keywords • They must match the page URL • Any words that are hyperlinked through the page content, should match the keywords (this is called anchor text).
  44. 44. Meta data example If you do not assign a description to your meta tags, Google will pull out the first piece of content that it deems to be relevant to the search term. Sometimes this will work out ok, other times not so well.
  45. 45. Meta data template • Page title • 8-10 words: Literally what the page is about • the most important words first (brand is the last thing) • Description • 12-24 words: this is what the user will read in the Google search listings • so it needs to be an accurate description of what is on the page • Keywords • 24-48 keywords: this is what we think people will be typing into a Google Search • starting with the longest keywords (5+ words) down to single word keywords
  46. 46. <H2>Heading tags</H2>
  47. 47. SEO Fundamentals What you can control easily Technical implementation
  48. 48. Linking Internal, External, Inbound Linking is important because Google’s “spiders” crawl the internet, moving from one link to another. So these links should have relevant keywords in them •Internal linking •creating hyperlinks to move users around your own site •External linking •hyperlinks that direct users to websites outside of your domain •Inbound links •Google gives points to sites who have lots of links pointing to them •Ideally, you want inbound links from authority or “expert” websites (page rank 4 and above).
  49. 49. Anchor text • The words you choose to hyperlink are called “anchor text”. • Google puts more emphasis on words that are linked or bolded • These anchor text words should match your keywords wherever possible • Therefore, your anchor text gives Google a quick snapshot of your page content and the pages you’re linking to. Don’t hyperlink words like “Find out More” or “Click here for more information”. We want to hyperlink our keywords such as “environmental law” or “law degree” Don’t hyperlink words like “Find out More” or “Click here for more information”. We want to hyperlink our keywords such as “environmental law” or “law degree”
  50. 50. Alt text or Alt tags Alt text is a literal description of your images that search engines can read. This should be different to the caption (but many websites use the same info).
  51. 51. On Page SEO Template
  52. 52. SEO Tools • There are many paid subscription SEO tools as well as some free web based solutions that can help you stay on top of your SEO • Google Insights • Google Webmaster Tools • Bruce Clay’s • SEO moz • HubSpot.
  53. 53. Search Project Brief 1. Create a Paid Search Campaign to drive sign ups to your next webinar series on [insert your topic here] 2. Using the Parachute Digital SEO Content Template, optimise this page from the Climate Council Website for search engines so that it will show up better in search results.
  54. 54. Reading SEM • • • • • • •
  55. 55. Reading SEO • • Tools-for-On-Page-Optimization • • • • online/copywriting-for-websites-and-seo/ • natural-and-paid/seo-back-to-basics-of-search-engine-optimisation/ • trends/a-successful-seo-strategy-requires-robust-keyword-research/
  56. 56. And that’s just the tip of the iceberg.