Introduction to search_marketing


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  • The first step is to see if you can and are being indexed by the search engines. Indexing is like buying lottery tickets – without a ticket you have no chance of winning.
  • To test how many pages you have indexed in the search engines you can use the “site operator code” which tells you how many pages Google has for a specific site. The same operator works for all engines. If we take IBM for example, for the root domain they have over 36 million pages indexed in Google and yet when we do the same test in Bing there are only 1.1 million pages. When you have this much of a gap it is important to validate the real number and then troubleshoot why there is such a wide gap in inclusion.
  • Understand the searchers need and offer content to meet that need
  • Clickability is the process of ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks. Clickability is the often overlooked part of SEO. It is an area where you can look like a her fairly quickly by finding listing that are not compelling or action oriented, updating the description and reaping exponential click rates.
  • Brainstorming words are your starting point. We take these top-level, general keyword phrases and use them as the basis of the next set of actions.
  • Introduction to search_marketing

    1. 1. Introduction to Search Engine Marketing Bill Hunt Back Azimuth Consulting SES New York 2011
    2. 2. What do you want to get? <ul><li>3 silver bullets that rock my world! </li></ul><ul><li>1 killer tool that does it all – so I don’t have to! </li></ul><ul><li>A Magic Wand that I can wave over my program and it works like a charm! </li></ul>
    3. 3. What will you get? <ul><li>100+ slides that will change your thinking </li></ul><ul><li>Overview of Search Marketing </li></ul><ul><li>Suggestions for sessions to advance your knowledge </li></ul><ul><li>Just enough knowledge to make you dangerous yet productive! </li></ul>
    4. 4. Traits of a Great Search Marketer <ul><li>Curiosity of a 5 Year Old </li></ul><ul><li>Sherlock Holmes’ Deductive Reasoning </li></ul><ul><li>Lance Armstrong Competitive </li></ul><ul><li>Bill Clinton Communicator </li></ul><ul><li>Madelyn Albright Diplomat </li></ul><ul><li>Thomas Edison Innovator </li></ul><ul><li>Student of your Craft </li></ul>
    5. 5. Paid Search Organic Search
    6. 6. Universal Search News! Wikipedia YouTube! Reseller Reviews Blog! Corporate Site Apple iPhone Paid Ads
    7. 7. Video Content Real Time Search News Content
    8. 8. Personalised search Personalised search delivers results based on the things you’ve searched for on Google and the sites you’ve visited. “ “ Google - December 2009
    9. 9. Search Engine Marketing
    10. 10. Search Terms & Acronyms <ul><li>SEM - Search Engine Marketing or Paid Search in Europe </li></ul><ul><li>SEO - Search Engine Optimization </li></ul><ul><li>DAO - Digital Asset Optimization </li></ul><ul><li>SMO - Social Media Optimization </li></ul><ul><li>SERP(s) - Search Engine Results Page </li></ul><ul><li>Link Juice - Search Engine Optimization </li></ul><ul><li>Link Bait - Search Engine Optimization </li></ul><ul><li>PPC - Pay-per-Click (also referred to as Paid Search) </li></ul><ul><li>CPC - Cost per Click – How much is the cost of each click? </li></ul><ul><li>CPA - Cost per Acquisition – How much for a new customer? </li></ul><ul><li>CTR - Click through rate – What percent are clicking? </li></ul>
    11. 11. Search Engine Optimization Making changes to your site to ensure it maximizes the key elements used by search engines to score and rank pages
    12. 12. How Search Engines Work <ul><li>Spiders (crawlers, robots) crawl the Web and extract information from each page </li></ul><ul><li>Information helps to build an Index </li></ul><ul><ul><li>What the page is about (number of times words appear) </li></ul></ul><ul><ul><li>When was the page last updated (if visited before) </li></ul></ul><ul><ul><li>Where on a page the word appears </li></ul></ul><ul><ul><li>How are words emphasized (capitalized, punctuation, bolded, etc.) </li></ul></ul><ul><ul><li>Who links to the page (number of links, quality and context of linking pages) </li></ul></ul><ul><li>Encodes, weights, ranks, then stores information </li></ul><ul><li>Displays the results in relevancy weighted order </li></ul>
    13. 13. How does the Algorithm Work <ul><li>Spam and Inflation Detection </li></ul><ul><ul><li>Verifying that no unethical tricks are being used </li></ul></ul><ul><ul><li>Verifying that there are not duplicates or redirections to custom pages for search engines </li></ul></ul><ul><ul><li>Verify there are no hidden content just for spiders </li></ul></ul><ul><ul><li>Is the content for human consumption and relevant? </li></ul></ul>
    14. 14. How does the Algorithm Work <ul><li>Keyword Phrase Inclusion/Content Relevancy </li></ul><ul><ul><li>Does the exact phrase occur on the page? </li></ul></ul><ul><ul><li>Location and proximity of keyword and/or keyword phrase </li></ul></ul><ul><ul><li>What is the relationship of the keyword to the content? </li></ul></ul><ul><ul><li>How many other similar or relevant pages on the site are connected to this page? </li></ul></ul><ul><ul><li>Does the content use proper language syntax? </li></ul></ul><ul><ul><li>Are there any weightings to any content making it more important or relevant to the main theme? </li></ul></ul>
    15. 15. How does the Algorithm Work <ul><li>Internet Relevancy & Authority </li></ul><ul><ul><li>How many other sites/pages are linked to this site and page? </li></ul></ul><ul><ul><li>How “ relevant ” to the topic are the pages/sites linking to the page? </li></ul></ul><ul><ul><li>How relevant are the other links references which point to the page? </li></ul></ul><ul><ul><li>Based on inbound links, is this site considered an authority? </li></ul></ul>
    16. 16. 4 Fundamentals of SEO
    17. 17. Indexability Ensuring that all of the pages on your site are able to be detected and indexed by the search engines.
    18. 18. Indexability <ul><li>Is the site created in a way to enable the spiders to get to the site, into the site and capture all the pages within the site? </li></ul><ul><li>Do you have spider traps and barriers to indexing </li></ul><ul><ul><li>Improper redirects </li></ul></ul><ul><ul><li>Incorrect robots coding </li></ul></ul><ul><ul><li>JavaScript and DHTML navigation </li></ul></ul><ul><ul><li>Multiple dynamic variables & Session ID ’ s </li></ul></ul><ul><ul><li>Session ID ’ s or cookie restrictions </li></ul></ul>
    19. 19. Inclusion Test <ul><li>Test how many pages in the indexed </li></ul><ul><ul><li> </li></ul></ul>
    20. 20. Robots.txt Syntax <ul><li>Common protocol for blocking bots to all or part of your site </li></ul><ul><ul><li>Available at </li></ul></ul><ul><ul><li>Keeps spiders from specific sections of the site – scripts or user profiles </li></ul></ul><ul><ul><li>Done wrong, can block bots from entire site </li></ul></ul>Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: User-agent: * Disallow: /cgi-bin/ Disallow: /go/ Sitemap:
    21. 21. Complex URLs can be a challenge <ul><li>Can inhibit or prevent crawling </li></ul><ul><li>Can result in duplicate pages for same products with different attributes </li></ul><ul><li>May not be linked so no way to find and index them </li></ul><ul><li>Leverage XML site maps by category or classification to monitor inclusion and index rate. </li></ul>
    22. 22. Canonicalization <ul><li>Home pages can be accessed many ways. Example: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Results in link dilution and content duplication. </li></ul><ul><li>Use “Canonical” tag for page to page </li></ul><ul><ul><li>V1 - </li></ul></ul><ul><ul><li>V2 - </li></ul></ul><ul><ul><li>V3 - </li></ul></ul><ul><ul><li>Canonical Tag Selects one version as the primary page: </li></ul></ul><ul><ul><li><link rel=&quot;canonical&quot; href=&quot; &quot; /> </li></ul></ul>
    23. 23. Design Challenges <ul><li>Design issues can impact ranking – educate developers workarounds </li></ul><ul><ul><li>Flash </li></ul></ul><ul><ul><li>JavaScript Navigation </li></ul></ul><ul><ul><li>AJAX & Flex </li></ul></ul><ul><ul><li>Dynamic Content </li></ul></ul><ul><ul><li>Cookies, custom plugins </li></ul></ul><ul><ul><li>Slow Loading Pages </li></ul></ul><ul><ul><li>Graphics vs. text </li></ul></ul>
    24. 24. XML Sitemaps <ul><li>Protocol to inform the search engines of your pages. </li></ul><ul><li>Google and Bing report “issues” with URLs. </li></ul><ul><li>Site Map Protocol - </li></ul>
    25. 25. Barrier Checking Tool FireFox Webmaster Tool Check for cookies, page size, JavaScript and other key barriers
    26. 26. How Fast is Your Site? <ul><li>How quickly do you deliver content? </li></ul><ul><ul><li>Dirty code </li></ul></ul><ul><ul><li>Unnecessary files </li></ul></ul><ul><ul><li>No compression </li></ul></ul><ul><ul><li>Oversized images </li></ul></ul><ul><ul><li>Server speed & pipe </li></ul></ul><ul><li>Don ’ t waste the spiders time! </li></ul><ul><li>Test with Speed tools </li></ul><ul><li>Yslow </li></ul><ul><li>Google Speed Tool </li></ul>
    27. 27. Site Speed Testing Example Test indicates multiple areas of improving load speed
    28. 28. Sessions on Indexing Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm SEO 101 Wednesday 9:30am Technically Speaking Wednesday 3:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm Work Effectively with your IT Department Thursday 2:00pm
    29. 29. Relevance Ensuring that your pages are relevant to the query by placing keywords in locations that send strong signals to the search engines.
    30. 30. Relevance Questions <ul><li>Do your on-page elements align with the search industry’s understanding of the algorithm scoring model as represented by accepted best practices? </li></ul><ul><li>Is the desired keyword included on the page? </li></ul><ul><li>Is keyword included in key elements on page like title and heading? </li></ul><ul><li>Is the keyword phrase used in the body copy? </li></ul>
    31. 31. Relevance Competition 1 2 3
    32. 32. How a user sees a website
    33. 33. How a spider sees the site
    34. 34. Optimal Keyword Placement <ul><li>Title Tags are the MOST IMPORTANT attribute </li></ul><ul><ul><li><title> Supply Chain Management Consulting - TCS </title> </li></ul></ul><ul><li>Heading Tags - <H1> and <H2> </li></ul><ul><li>First Paragraph – Proper sentence wrapped keyword </li></ul><ul><li>Body Copy - Keywords appearing throughout page content </li></ul><ul><li>Anchor Text - The keyword phrase appearing in a hyperlink to your site or within it pointing to this page </li></ul>
    35. 35. Optimal Keyword Locations Illustrated Overlay Source: SEO xRay from SEO for FireFox tool bar
    36. 36. Optimal Keyword Locations Overlay Source: SEO xRay from SEO for Firefox toolbar
    37. 37. Title Tag: Your Secret Weapon <ul><li>Every page should have a unique title </li></ul><ul><li>Each unique title is built around target phrase for that page </li></ul><ul><ul><li>This will be a two or three word phrase </li></ul></ul><ul><ul><li>“ Keep it short, attractive and enticing. </li></ul></ul><ul><ul><li>Relevance and Clickability </li></ul></ul><ul><li>Most important phrase as far to the left as possible </li></ul><ul><ul><li><title> Business Process Outsourcing – TCS</title> </li></ul></ul><ul><ul><li><title>Phoenix Dog Bite Attorney</title> </li></ul></ul><ul><ul><li><title>Laptop Computers – Dell</title> </li></ul></ul>
    38. 38. Titles Serve a Dual Purpose <title> IT Services: Offerings: TCS </title>
    39. 39. Monitor Dup Title Tags – GWT
    40. 40. Page Headings <ul><li>Search engines consider Page Headings and related sub-headings to be important signals. </li></ul><ul><li>Headings act like a Table of Contents with sections and subsections. </li></ul><ul><li>Each page should have one main header tag marked as <H1> and may be followed by subdivision with <H2> </li></ul>
    41. 41. Content Is King <ul><li>Feed the Spiders </li></ul><ul><ul><li>Content is the food of search engine spiders. </li></ul></ul><ul><ul><li>Keywords integrated into the page helps the spider to understand the topic and relevance of the page. </li></ul></ul><ul><li>Opening Paragraph </li></ul><ul><ul><li>The first 25 words on a page are important to search engines as they begin to formulate an idea about what the page is about. </li></ul></ul><ul><ul><li>If there is interesting content at the beginning the user will be more compelled to dig deeper. Start general and get specific. </li></ul></ul>
    42. 42. Page Level Audits <ul><li>Identify all of the elements which are preventing the page from ranking for the desired keywords </li></ul><ul><li>Compare your page to top ranking pages to identify gaps </li></ul>
    43. 43. “ THE ” Cisco LAN Switches Page 1 mention of “lan switches”
    44. 44. Cisco vs. Top 3 SEO for FireFox or WebCeo
    45. 45. Optimize Templates for Scale & Global Reach Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
    46. 46. Not Spam, But Bad for Rankings <ul><li>Splash pages, content-less home page, Flash intros </li></ul><ul><li>Title tags the same across the site </li></ul><ul><li>Error pages in the search results (e.g., “Session expired”) </li></ul><ul><li>&quot;Click here&quot; links </li></ul><ul><li>Superfluous text like “Welcome to” at beginning of titles </li></ul><ul><li>Spreading site across multiple domains (usually for load balancing). </li></ul><ul><li>Content too many levels deep </li></ul>
    47. 47. <ul><li>Hidden or small text </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>Targeted to obviously irrelevant keywords </li></ul><ul><li>Automated submitting, resubmitting, deep submitting </li></ul><ul><li>Competitor names in meta tags </li></ul><ul><li>Duplicate pages with minimal or no changes </li></ul><ul><li>Spamglish </li></ul><ul><li>Machine generated content </li></ul>Spamming in Its Many Forms …
    48. 48. Sessions on Relevance Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm Developing Great Content Today at 3:00pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Creative Keyword Research Thursday 12:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm
    49. 49. Authority Ensuring that your pages are considered relevant and authoritative by other authoritative sites via links and anchor text.
    50. 50. Why is “Authority” Important? <ul><li>Inbound links are “Votes of Authority” for a site </li></ul><ul><li>Search Engines look for clusters of thematically similar content. </li></ul><ul><li>Link Popularity - Number of links pointing to site </li></ul><ul><li>Link Authority – Quality of links pointing to site </li></ul><ul><li>Link Relevance - Anchor Text & Linking Page Relevance </li></ul><ul><ul><li>The keyword phrase appearing in the hyperlink to your site </li></ul></ul><ul><ul><li>The keyword phrase appearing in prominence on linking page </li></ul></ul>
    51. 51. Votes – website backlinks Internal web pages Externally linked web pages A webpage with little or no authority A webpage with some authority A webpage with lots of authority
    52. 52. Why are links important? <ul><li>Links are the foundation of the Internet </li></ul><ul><ul><li>Links allow users to move site to site seamlessly </li></ul></ul><ul><ul><li>Links connect pages with similar and relevant information </li></ul></ul><ul><li>Links are a source of targeted traffic. </li></ul><ul><ul><li>Links from similar themed websites drive relevant and targeted traffic. </li></ul></ul><ul><ul><li>Links create exposure and a “referral” scenario from the other site. </li></ul></ul><ul><li>Relevant links raise your natural search engine rankings. </li></ul><ul><ul><li>Links connect you to search engines for inclusion. </li></ul></ul><ul><ul><li>Search engines use links in their relevancy algorithms as a means of determining “relevance” and “authority” of your site within the peer sites of a similar topic. </li></ul></ul>
    53. 53. Link Popularity / PageRank <ul><li>Google proxy score of page ’ s link popularity </li></ul><ul><ul><li> easy way to see this </li></ul></ul><ul><li>Each link on a particular page gets a portion of that page ’ s overall score </li></ul><ul><ul><li>10 links, each gets 1/10; 100 links, each gets 1/100… </li></ul></ul>
    54. 54. Quality Not Quantity of Links <ul><li>While the IBM page has more links than anyone, only 2% were links from high-quality sites. </li></ul>Compare your links to those in the top positions of Google or Yahoo!   PR0 PR1 PR2 PR3 PR4 PR5 PR6 PR7 PR8 PR9 Total PR6+ %PR6+ app server 450 15 149 96 537 148 23 6 0 1 1425 30 2% Google #1 701 27 204 57 63 96 41 23 4 0 1216 68 6% Google #2 223 10 45 31 36 145 143 30 11 28 702 212 30% Google #3 613 38 120 191 100 121 35 3 0 0 1221 38 3%
    55. 55. Age – how old is your site? <ul><li>Google gives great weight to sites that have been around for a few years or more. This makes them seem to be more legitimate. </li></ul><ul><li>New sites will find it very hard to compete in mature markets </li></ul>
    56. 56. A Closer Look at Link Value <ul><li>Popularity: 95 Pages linking to this page </li></ul><ul><li>Authority: 3.9% are quality links (PR>5) </li></ul><ul><li>Relevance: 74.7% of the links are relevant </li></ul>
    57. 57. Current State Assessment <ul><li>How many links do we have to: </li></ul><ul><ul><li>Home page (and variations) </li></ul></ul><ul><ul><li>Key categories </li></ul></ul><ul><ul><li>Specific pages </li></ul></ul><ul><li>How many links do we have that are: </li></ul><ul><ul><li>Linking to broken pages </li></ul></ul><ul><ul><li>Linking to the home page vs. category or page </li></ul></ul>
    58. 58. Link Popularity Analysis - Tools Subscription based tool from SEOMoz that gives you all of the details you need to analyze both a site or an individual page for link authority and link opportunities.
    59. 59. Link Popularity Analysis - Tools MajesticSEO – Also a subscription-based too that allows for site and page level link analysis.
    60. 60. Why should they link? <ul><li>Does your content provide topically relevant and trusted? </li></ul><ul><li>Does your content solve a problem, save time or money? </li></ul><ul><li>Is your content interesting or relevant to an audience? </li></ul><ul><li>Is your content timely, relevant and/or entertaining? </li></ul><ul><li>Would you read your content if it was not yours? </li></ul><ul><ul><li>If not, then you don’t deserve links! </li></ul></ul><ul><li>Are you an Authority? </li></ul><ul><li>Are you well known in your field? </li></ul><ul><li>Are you active in committees, forums and blogs? </li></ul><ul><li>Have you been quoted in articles, press releases? </li></ul>
    61. 61. Popular Content Ideas <ul><li>How to & Beginner Guides related to your products and services </li></ul><ul><li>Top 10 ways to... [Number + Adjective + Keyword Phrase] </li></ul><ul><li>Surveys & Polls and Survey Data </li></ul><ul><li>Handy Web Tools & applications that streamline tedious tasks. </li></ul><ul><li>Expert Interviews on relevant and timely topics </li></ul><ul><li>Awards or Recognition for your industry or customers </li></ul><ul><li>Develop your Asset Matrix of valuable content </li></ul>
    62. 62. Develop Content to Satisfy Needs How To related searches 80,000 monthly
    63. 63. Key Link Acquisition Concepts <ul><li>Quality vs. Quantity </li></ul><ul><li>Better from Relevant sites & Authority sites than many non-related or poor quality. </li></ul><ul><li>Contextual Relevancy </li></ul><ul><li>The measure of how well two sites are related in content and Theme </li></ul><ul><li>Authority & Trustworthy Sites </li></ul><ul><li>A site highly rated by a search engine: size, importance, & relevance </li></ul><ul><li>Age and perceived “trustability” of the site </li></ul>
    64. 64. Submission Opportunities <ul><li>Directories </li></ul><ul><li>General: Yahoo! & Open Directory Project (Google) </li></ul><ul><li>Local Directories </li></ul><ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>City Search </li></ul><ul><li>AOL </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Super Pages </li></ul><ul><li>City Search </li></ul><ul><li>Info USA and Info USA Business </li></ul><ul><li>MSN Yellow Pages </li></ul><ul><li>Yahoo! Yellow Pages </li></ul>
    65. 65.
    66. 66. Link Quality Worksheet
    67. 67. Leverage Business Relationships <ul><li>Business partners </li></ul><ul><ul><li>Review special deal partners, vendors, and channel partners </li></ul></ul><ul><ul><li>Conduct training or share linking best practices </li></ul></ul><ul><li>Trade & Industry associations </li></ul><ul><ul><li>Identify reputable industry associations, especially the ones where your currently a membership. </li></ul></ul><ul><ul><li>Review the links you get to ensure they are relevant </li></ul></ul><ul><li>Industry Events </li></ul><ul><ul><li>Participate in industry events to get content exposure and links </li></ul></ul><ul><ul><li>Bloggers and online bios are often great places to get links </li></ul></ul>
    68. 68. Start with Google Review the top positions for key phrase and what links do they have!
    69. 69. Press Releases Prime the Pump Release sent via digital announcement – 11,300 sites pick it up and reference “exact” title of release – resulting in 100,000 references to “free online photo editor” in less than 3 months
    70. 70. Integrate Search/Social Media/PR <ul><li>Priceline release announcing destinations for Valentines day and Presidents Weekend </li></ul><ul><li>20,300 pick ups in Google </li></ul><ul><li>2,589 inbound links to release </li></ul><ul><li>3,043 new links to blog </li></ul><ul><li>1,500+ new links to destination pages </li></ul>
    71. 71. Buying Links <ul><li>Simple answer – Don’t buy them </li></ul><ul><ul><li>Ever from a link broker or link builder </li></ul></ul><ul><ul><li>If your business depends on traffic from Google </li></ul></ul><ul><li>Complex answer – compensate when… </li></ul><ul><ul><li>You negotiated the direct link from a highly relevant site where you would benefit primarily from traffic and there is not mention of the sale or tracking. </li></ul></ul>
    72. 72. Avoid Link Spamming <ul><li>What to Avoid </li></ul><ul><li>Link farms </li></ul><ul><li>Content farms </li></ul><ul><li>Non-Relevant Reciprocal links </li></ul><ul><li>Mass produced articles and/or poorly written articles </li></ul><ul><li>Inconsequential or repeatedly used press releases </li></ul><ul><li>Paid links </li></ul><ul><li>Hidden image & text links </li></ul><ul><li>Blog spam </li></ul><ul><li>Forum spam </li></ul><ul><li>Site wide links </li></ul>
    73. 74. Best Practices Recap <ul><li>Link Building is hard and cannot be faked or rushed – build links naturally </li></ul><ul><li>Quality content generates links </li></ul><ul><li>Clean up and fix current links </li></ul><ul><li>Find quality links from relevant sources </li></ul><ul><li>Leverage digital press releases </li></ul><ul><li>Leverage social media for real time impact </li></ul>
    74. 75. Sessions on Authority Session Name Data/Time Intro to Information Retrieval on Web Today 1:30pm Basics of Link Building Today 4:15pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Search, PR & Social Butterfly Thursday 3:15pm
    75. 76. clickability Ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks.
    76. 77. Example: Dove <ul><li>Bad snippet is often primary source of lack of traffic for top ranking pages </li></ul>
    77. 78. Review your Snippet Periodically
    78. 79. Maximizing your SERP Listing <ul><li>Description comes from one of the following: </li></ul><ul><ul><li>Compiled from content on the page </li></ul></ul><ul><ul><li>Taken from Meta Description </li></ul></ul><ul><ul><li>Open Directory Listing </li></ul></ul><ul><ul><li>Anything else the engines can find (Alt, navigation) to form a snippet </li></ul></ul><ul><li>Optimize the Snippet by: </li></ul><ul><li>Place keyword at the beginning of opening paragraph </li></ul><ul><li>Place benefit statements near your main keyword phrases at the top of the page. </li></ul><ul><li>When an engine takes a snippet for the SERP page, your description will boost your benefits. </li></ul>
    79. 80. SEO Best Practice Key Takeaways <ul><li>Reduce barriers to entry for search spiders </li></ul><ul><li>Keyword phrase in far left of title tag </li></ul><ul><li><H1> heading tag includes primary keyword phrase </li></ul><ul><li>Emphasize the primary keyword early in the content and include secondary phrases as you write </li></ul><ul><li>Create strong and relevant content </li></ul><ul><li>Use relevant keywords in the anchor text for all links </li></ul><ul><li>Contextually relevant inbound links from quality sites </li></ul><ul><li>Consolidate links and pages to form clusters </li></ul>
    80. 81. Search Engine Marketing Paid Search is matching highly relevant ads to specific search queries and only paying when the searcher actually clicks on the ad.
    81. 82. Paid Search Advertising
    82. 83. Paid Search Advertising
    83. 84. Paid Search Advertising
    84. 85. Benefits of Paid Search <ul><ul><li>Only pay when your ad is clicked </li></ul></ul><ul><ul><li>Nearly instant exposure to your target market </li></ul></ul><ul><ul><li>1 to 1 message to keyword flexibility </li></ul></ul><ul><ul><li>Increase and decrease budget as necessary </li></ul></ul>
    85. 86. The basic anatomy Paid Search Campaigns Ad Text Keywords “ best banking software ” bank software [banking software] -cheap Ad Management Tool Banking Software Campaign Ad Groups Ad Groups Ad Groups Ad Groups
    86. 87. Create an effective campaign Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successfulcampaign
    87. 88. Keyword Match Types <ul><li>There are multiple ways to match keywords </li></ul><ul><ul><li>Broad Match </li></ul></ul><ul><ul><li>Modified Broad Match (new) </li></ul></ul><ul><ul><li>Phrase Match </li></ul></ul><ul><ul><li>Exact Match </li></ul></ul><ul><ul><li>Negative keyword </li></ul></ul>
    88. 89. Broad Match Example <ul><li>For the broad-matched keyword used books </li></ul><ul><ul><ul><li>used books dealer </li></ul></ul></ul><ul><ul><ul><li>buy used books </li></ul></ul></ul><ul><ul><ul><li>used and rare books </li></ul></ul></ul><ul><ul><ul><li>second hand books </li></ul></ul></ul><ul><ul><ul><li>cheap used books </li></ul></ul></ul>Ad can appear for any of these queries
    89. 90. Exact Match Example Ad will only appear for one of these queries
    90. 91. Negative Keywords <ul><li>Prevent ads from appearing on irrelevant search queries </li></ul><ul><li>Eliminate unwanted impressions </li></ul>Negative Match: -cheap Keyword: used book
    91. 92. Example – Selling Dog Food pets buy dog food Purina dog chow vet dogs canned dog meals dog food recipes
    92. 93. Write Effective Ads <ul><li>Ad text distinguishes you from the competition </li></ul><ul><li>Communication, appearance, and style are important </li></ul><ul><li>Be persuasive and informative </li></ul><ul><li>First thing the user sees </li></ul><ul><li>Optimize your landing pages </li></ul><ul><li>Goal: Attract, Engage & Retain Searchers </li></ul>
    93. 94. Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! Catch your customer’s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.
    94. 95. Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us
    95. 96. Differentiate Products or Services <ul><li>Save 50% </li></ul><ul><li>$10 Off </li></ul><ul><li>Seasonal Sales </li></ul><ul><li>Free Shipping </li></ul><ul><li>Free White Paper </li></ul>Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50.
    96. 97. Map your keywords to the buy cycle Search Users searching for solutions Awareness crm software crm software solutions crm software case studies Understand searcher intent to maximize their need to our content Interest Consider Purchase crm software vendors crm software consultants Automotive crm software IBM crm software best crm software crm software reviews crm software sale crm software wholesale crm software
    97. 98. Align Creative to Buy Cycle Search Example Keywords: Awareness Business printing Stages of the Buying Cycle Interest Consider Purchase Varieties of Laser printers Laser printing comparison HP LaserJet Printer Example Creative:
    98. 99. Relevancy Decreases Your Cost <ul><li>The ad rank depends on the relevance of the ad and your maximum bid </li></ul><ul><ul><li>Rank = Quality Score * Maximum CPC </li></ul></ul><ul><li>It is possible for the higher ranked ad to have a lower cost per click than its competitors </li></ul><ul><li>If your ad is more relevant, you can still compete against someone with more money </li></ul>
    99. 100. Quality Score <ul><li>Quality Score = </li></ul><ul><ul><ul><ul><ul><li>Keyword CTR </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>+ ad text relevance </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>+ historical keyword performance </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>+ landing page quality </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>+ other relevancy factors </li></ul></ul></ul></ul></ul><ul><li>Landing Page Quality Factors </li></ul><ul><ul><li>Link to the page on your site that provides the most useful and accurate information about the product or service in your ad. </li></ul></ul><ul><ul><li>Ensure that your landing page is relevant to your keywords and your ad text. </li></ul></ul><ul><ul><li>Try to provide information without requiring users to register. Or, provide a preview of what users will get by registering. </li></ul></ul><ul><ul><li>In general, build pages that provide substantial and useful information to the end-user. </li></ul></ul>
    100. 101. Creative Don’ts <ul><li>Avoid Slogans </li></ul><ul><ul><li>“ It’s better with the Butterfly” </li></ul></ul><ul><li>Avoid Questions </li></ul><ul><ul><li>“ Need Enterprise Software?” </li></ul></ul><ul><li>Don’t mislead users or exaggerate </li></ul><ul><ul><li>Don’t mention “10 Free White Papers” if only 3 are available </li></ul></ul><ul><ul><li>Don’t say “Download Now” if users have to register and wait 24 hrs for access </li></ul></ul>
    101. 102. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates
    102. 103. Including Multiple Ads Use multiple ads to test messages and see which on works best
    103. 104. Regional and Local Targeting <ul><li>You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. </li></ul>Select from pre-defined geographies Countries Regions Cities Define the area, customize the targeting OR Within a defined radius Within defined borders
    104. 105. AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time
    105. 107. Ads on Relevant Videos Place Text Ads on Videos
    106. 108. Integrating Paid & Organic Search [Co-Optimization]
    107. 109. Balance Organic with Paid Search <ul><li>Key Motivators to Integrate: </li></ul><ul><ul><li>Paid Search is expensive </li></ul></ul><ul><ul><li>Leverage collaboration of both listings </li></ul></ul><ul><li>Long Term Objectives </li></ul><ul><ul><li>Maximize Advertising Efficiency </li></ul></ul><ul><ul><li>Maximize ShelfSpace </li></ul></ul>
    108. 110. Integrated Keyword Performance Modeling <ul><li>What keywords are really converting in paid and organic? </li></ul><ul><li>What are “low-hanging fruit” that can be optimized? </li></ul><ul><li>What is the cannibalization effect of paid and organic? </li></ul>Fixing copy on #1 organic listing saved $24k in 1 st month
    109. 111. Example: Poweredge Servers <ul><li>What is the collaborative impact of having the #1 PPC listing, and the #1 and #2 organic listing for this phrase? </li></ul>
    110. 112. Sync Messages <ul><li>Double the exposure of single entries </li></ul><ul><li>Make them complimentary </li></ul><ul><li>Leverage “Partners” </li></ul><ul><li>Leverage “ShelfSpace” </li></ul>
    111. 113. Keyword Research
    112. 114. Keyword Research <ul><li>Keywords are the lifeblood of any search marketing program. It is essential that you understand the universe of keywords related to your products and services. </li></ul><ul><li>From this understanding you can understand the needs, wants and intent of the searcher to more effectively map your content with their query. </li></ul>
    113. 115. Generate Keyword Review Matrix Initial Keyword Research gives you related words Number of searches last month. How is are the words performing elsewhere Research? Purchase? Service? Good word? Bad? Issues? Recommend Landing page URL Keyword Related Keyword Demand Rank Data CPC Site Search Type Comments PLP diabetes 375,567         diabetes supply 58,731             Diabetes symptoms 48,148             Diabetes diet 22,133             Type 2 diabetes 21,393             Diabetes mellitus 21,038             Gestational diabetes 19,755             Diabetes treatment 18.999             Diabetes information 17,345             Juvenile diabetes 17,125            
    114. 116. Brainstorming Keywords <ul><li>Brainstorming words are your starting point. We take these top-level, general keyword phrases and use them as the basis of the next set of actions. </li></ul><ul><li>Start the process by answering the following questions: </li></ul><ul><ul><li>Make a list of your products, services and categories of each </li></ul></ul><ul><ul><li>What do your potential visitors search for when trying to find your product/services/information? </li></ul></ul><ul><ul><li>When you search for your own site, what do you search for </li></ul></ul><ul><ul><li>What do you want to be #1 in the search results for? </li></ul></ul><ul><ul><li>What terms are currently driving visits to your site (analytics) </li></ul></ul><ul><ul><li>What are people searching for currently on your site? (site search) </li></ul></ul>
    115. 117. WordTracker Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. -
    116. 118. Keyword Discovery Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects -
    117. 119. Google Keyword Results Select what you want and “download” to Excel or CSV
    118. 120. Map to Specific Relevant Pages <ul><li>Match keywords to the best page for that phrase . </li></ul>
    119. 121. Brand Awareness via need 97,880 related searches
    120. 122. Digital Asset Optimization
    121. 123. Digital Shelf & Digital Content Optimization
    122. 124. Digital Asset Optimization <ul><li>Is my content linkable? </li></ul><ul><ul><ul><li>Does this product, news release, event create interest where someone would link to it? </li></ul></ul></ul><ul><ul><ul><li>Have you clearly articulated the proper destination URL for more information? </li></ul></ul></ul><ul><li>Is my content portable? </li></ul><ul><ul><ul><li>Do you have anything you can pass along? PDF? Video? Widget? </li></ul></ul></ul><ul><ul><ul><li>Have you included “forward to a friend” or other social media capabilities on the page? </li></ul></ul></ul><ul><li>Is my content findable? </li></ul><ul><ul><ul><li>Have you given it a relevant name? </li></ul></ul></ul><ul><ul><ul><li>Have you included relevant meta data? </li></ul></ul></ul><ul><li>Have you syndicated your portable content? </li></ul><ul><ul><ul><li>Has it been submitted or shared with key influencers </li></ul></ul></ul><ul><ul><ul><li>Have you included the content in your Pressroom? </li></ul></ul></ul>
    123. 125. Image Optimization <ul><li>Filename: use a descriptive, keyword-associated filename </li></ul><ul><ul><li>Example: “ibm_servers.jpg” NOT “dsc_11-11-89.jpg” </li></ul></ul><ul><li>Alt tag: use the alt tag attribute and descriptive text to describe the image </li></ul><ul><ul><li>Example: “ibm servers are offered in any configuration you need” </li></ul></ul><ul><li>Consider other sources for image hosting </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Wiki Commons </li></ul></ul>
    124. 126. Video Optimization <ul><li>Filename: use a descriptive, keyword-associated filename </li></ul><ul><ul><li>Example: “ibm_linux_server_commercial.wmv” </li></ul></ul><ul><li>Title: use an appropriate, keyword-associated title </li></ul><ul><ul><li>Example: Linux Servers from IBM – Running Scared </li></ul></ul><ul><li>Description: </li></ul><ul><ul><li>Use keywords in description </li></ul></ul><ul><li>Video Sitemaps (supported by Google) </li></ul><ul><li>Use proper tags: </li></ul><ul><ul><li>Example: ibm, server, linux, commercial, tv ad, </li></ul></ul><ul><li>Share with bloggers and sites – embedded video links to YouTube is significant factor in ranking well </li></ul>
    125. 127. Measuring Success
    126. 128. Organic Diagnostic Metrics Key Metrics Description Pages in Index By understanding how many pages you have in the index any increases or decreases can show improvement or problems Pages in Top 5 By understanding how many pages in the top 5 will help identify changes in the algorithm and on your site Traffic from Search Engines By understanding the traffic volumes from search engines you can detect problems in specific engines
    127. 129. Organic Performance Metrics Key Metrics Description Traffic by keywords Measure increased traffic volumes for each keyword to demonstrate the impact of specific optimization activities Conversions Measure conversions of visitors from organic search PPC vs. Organic Traffic Measure the collective traffic from paid and organic search. Analyze on a keyword level to find opportunities for improvement and cannibalization
    128. 130. PPC Performance Metrics Key Metrics Description Click Rate by keywords Measure click rate of paid search terms. The higher the rate the more relevant the message Bounce Rate What percentage of search visits did your page not connect with the searcher? Conversions Measure conversions of visitors from PPC visits. Average Cost Per Click What is the average cost per click across all of our words Cost Per Sale or Action What is it actually costing us to acquire a new customer?
    129. 131. You cannot build a house in a day... <ul><li>SEO takes time to identify the issues make the changes and wait for reindexing and scoring. </li></ul><ul><li>Educate the wider team to help integrated into the existing content creation workflow </li></ul><ul><li>Paid Search is not a crutch for bad or lack of SEO </li></ul><ul><li>Never employ black hat solutions or risk the negative consequences </li></ul><ul><li>If you invest now SEO and DAO will deliver long term quality traffic for the future! </li></ul><ul><li>Start small and do what you can as well as you can then expand. </li></ul>
    130. 132. Key Takeaways <ul><li>Reduce barriers to entry for search spiders </li></ul><ul><li>Match Keywords to Searcher Intent </li></ul><ul><li>Emphasize the primary keyword early in the content and include secondary phrases as you write </li></ul><ul><li>Create strong and relevant content </li></ul><ul><li>Identify the consumer need and message accordingly </li></ul><ul><li>Go forth and learn all you can and ask questions! </li></ul>
    131. 133. SEMPO <ul><li>Best Practices </li></ul><ul><li>Networking </li></ul><ul><li>Research & Reports </li></ul><ul><li>New lower membership $125.00 </li></ul><ul><li>Stop by their booth and Networking at 5:15 </li></ul>
    132. 134. Get a Handy Reference <ul><li>“ Buy this book, read it, and then read it again.” --Chris Sherman, Search Engine Watch </li></ul><ul><li>Helps guide you through developing your program </li></ul><ul><li>How to form your team and manage for success </li></ul>2 nd Edition 3 printing updates
    133. 135. Thank You. eMail: Twitter: billhunt Blog: Site: Preso: