Search engine marketing


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Overview of search engines, how they work, and how you can harness the power of search to market your digital business.

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Search engine marketing

  1. 1. <ul>digital BUSINESS </ul><ul>improve efficiency INCREASE PROFITS </ul><ul>Search Engine Marketing </ul>
  2. 2. Search: The Holy Grail of online marketing <ul><li>Search Engines are the best source of targeted traffic to your site
  3. 3. Get your details in front of people at the precise moment they're looking for what you offer
  4. 4. More than 80% of web users rely on search engines to navigate the web
  5. 5. In March 2011 search engines fielded 16.9 billion requests for information </li></ul>
  6. 6. Search: dealing with HUGE numbers “ The first Google index in 1998 already had 26 million pages, and by 2000 the Google index reached the one billion mark. Over the last eight years, we've seen a lot of big numbers about how much content is really out there. Recently, even our search engineers stopped in awe about just how big the web is these days -- when our systems that process links on the web to find new content hit a milestone: 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once!” Official Google blog post, July 2008
  7. 7. How Search Works <ul><li>Search engines earn money from advertising
  8. 8. To attract advertisers they need an audience
  9. 9. To attract / retain audience they rely on RELEVANCE </li></ul>Improved Relevance = Better User Experience = More Users = More Advertisers = More Revenue Putting users first makes search engines richer!
  10. 10. Search nuts and bolts <ul><li>Crawler / Spider scours the web and stored data in a massive database called an index
  11. 11. User types a search query – search engine retrieves matches from the index
  12. 12. Search engine ranks millions of results for relevance based on complex search algorithm
  13. 13. Organic results presented to the user, along with relevant paid advertising based on the same keywords </li></ul>Google Explains Search:
  14. 14. Avoid Search Road Blocks <ul><li>Don't make life difficult for search engines </li><ul><li>Flash / Ajax: avoid all-flash / all ajax sites – they are difficult for spiders to crawl
  15. 15. Script based navigation: can cause problems for spiders. Have a text based workaround
  16. 16. Frames: bad for search, and bad for users
  17. 17. Image based navigation: again, you need a text based alternative if you use image based navigation </li></ul></ul>Example of a Flash heavy website:
  18. 18. Keywords unlock the power of search success <ul><li>Brainstorm seed keywords </li><ul><li>What would your customer type in the search box? Come up with half-a-dozen terms. </li></ul><li>Find out what they are actually searching for </li><ul><li>Use keyword tools like Google's free adwords tool, Wordtracker or Keyword Discovery
  19. 19. It's not all about volume: focus on keywords specific enough to drive targeted traffic </li></ul></ul>
  20. 20. Long tail versus short tail Keywords <ul><li>Short Tail </li><ul><li>short generic phrases or single words
  21. 21. high volumes of traffic
  22. 22. lots of competition </li></ul><li>Long Tail </li><ul><li>longer descriptive phrases (3, 4 or more words)
  23. 23. much lower search volumes individually
  24. 24. less competition and more likely to convert </li></ul></ul>
  25. 25. Help Search Engines to help you <ul><li>Effective search engine optimisation (SEO) makes it easier for search engines to find, index and rank your pages
  26. 26. REMEMBER: search engines rank pages, not sites – each page gives you a unique opportunity to rank
  27. 27. Optimise each page for your target keywords: 1-3 per page </li></ul>
  28. 28. On Page SEO: Meta Tags <ul><li>The <Title> HTML tag </li><ul><li>Appears at the top of your browser window
  29. 29. Descriptive, keyword optimised phrase
  30. 30. Will be the clickable link in search results page
  31. 31. Your first chance to grab people's attention </li></ul><li>The <Meta> Description HTML tag </li><ul><li>Descriptive overview of the page – often used as the snippet of text in search results </li></ul></ul>
  32. 32. On Page SEO: Content <ul><li>Your content body </li><ul><li>Write naturally and incorporate target keywords organically
  33. 33. Focus on great content for your readers
  34. 34. Use headings (<Hn> tags) and lists to structure content logically
  35. 35. Use descriptive anchor text for internal links
  36. 36. Whenever possible have descriptive text alternatives for images and rich media content. </li></ul></ul>
  37. 37. Links: votes for your site <ul><li>Incoming links from reputable sites boost search rankings </li><ul><li>When another website links to yours, they're saying “this content is worth reading” </li></ul><li>Not all links are created equal: </li><ul><li>The weighting of links depends on the perceived authority of the referring site.
  38. 38. Links that don't comply with search guidelines will not count. </li></ul></ul>
  39. 39. Links: how to get them <ul><li>Ask for them </li><ul><li>Online and offline networking, social networks, customers, suppliers, etc. </li></ul><li>Create compelling content and encourage people to share
  40. 40. Link bait: content designed specifically to attract links </li><ul><li>contests, coupons, reports, infographics , widgets, plugins... anything that adds value </li></ul></ul>
  41. 41. Social signals and SEO <ul><li>Social “buzz” feeding into search algorithms </li><ul><li>Who's talking about, retweeting, +1ing and sharing your content can affect ranking
  42. 42. What your online social circle is sharing can impact personalised search results </li></ul><li>Activity on social media platforms is now an integral part of your SEO </li></ul>
  43. 43. Pay Per Click Search Advertising <ul><li>Search ads appear beside and occasionally above organic results
  44. 44. Short, keyword targeted text based ads </li><ul><li>Typically a clickable headline and two short lines of text </li></ul><li>Ad placement based on combination of relevance, bid value, “quality” score and other factors.
  45. 45. You only pay when your ad is clicked </li></ul>
  46. 46. Effective PPC Ads <ul><li>Concentrate on highly targeted, conversion focused keywords (you pay for every click)
  47. 47. Benefit focused headline and ad copy: attract attention and encourage click-through
  48. 48. Send people to a dedicated conversion optimised landing page
  49. 49. Monitor campaigns closely, apply budget constraints, measure and refine constantly </li></ul>
  50. 50. Search Marketing Sum-up <ul><li>Search Engines are a core elements of online marketing
  51. 51. Use keywords unlock the power of search
  52. 52. Organic SEO can drive free targeted traffic to your site, but takes time and sustained effort
  53. 53. PPC Advertising can send instant traffic to your site, but you pay for each click, so conversion is crucial for ROI </li></ul>