Search 101: Practical SEO/SEM Tactics

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In this free WEBcast, “Search 101: Practical SEO/SEM Tactics“, SEM Expert Connie Ross will offer an overview of SEO and SEM strategy, along with specific tactics for publishers to put their books in front of the right readers.

* Keyword Analysis
* Competitive Analysis
* Testing & Measuring

Connie Ross specializes in cross-implementation of SEM & SEO Brand Campaigns and Analytics Tracking. Currently the Online Marketing Manager overseeing SEM & SEO programs for 25 of F+W Media’s content and events sites, she was previously Marketing Manager for Luxottica Retail, the largest retailer of Prescription Eyewear and Sunglasses, where she successfully created and implemented SEM & SEO campaigns for the LensCrafters, Pearle Vision and Sunglass Hut brands. She has been involved in SEM & SEO for nearly 10 years.

To view the full archived presentation, visit http://digitalbookworld.com

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  • Easy to Implement: PPC does not necessarily require expert knowledge to set up, although experience with search engines is definitely an advantage. Easy to track and measure conversions: With tracking code & metrics in place and data being gathered by the search engines, tracking a campaign's success is easier than it ever has been. No content or Web design changes necessary: Although you might want to make some changes to create a really effective PPC campaign, none are necessary to get you started. Your existing Web site or Web page will work.
  • *In addition to placing listings within specific search engine results pages, all systems have the ability to provide "contextual placements" within a variety of websites, thereby increasing ad exposure exponentially.
  • A fix today in SEO will require in most cases a minimum of six weeks for the Search Engines to recognize the change and index the page or update page rank. The impact of the change will take additional time to move key performance indicators.
  • Exclude Brand Terms (ex. FW Media)
  • investigate different match types or phrases to drive your cost per click down.
  • Exclude Brand Terms (ex. FW Media)
  • Performing a competitive analysis can save you the trouble of catching-up to competitors and making expensive changes to your site and content in the long run
  • You can set your account to only display ads during times with most conversions If you opt for a campaign that uses content-targeting (in addition to Search), run it as a mirror campaign. If you run them together, the lower click-through rate of the Content ads could negatively affect your entire campaign's quality score. By running a Content campaign separately from Search, you can still target both markets without negatively impacting either campaign. In most cases we can calculate ROIs on campaigns, but you must determine scale or diminishing returns. Is it possible to generate 100 conversions or 100,000 conversions?
  • In most cases, advertisers run National campaigns and optimize based on those results What if you had a product or service that seems to perform well in a certain DMA? Geo-target the DMA and create a unique ad to support
  • Select location based on preformatted bundles (ex North America) or by city/state. Can search for specific area by country, state, city or zip code. Or customize by entering address and/or zip code and specifying search radius (ex. within 25 miles of 4700 E Galbraith)
  • In most cases we can calculate ROIs on campaigns, but you must determine scale or diminishing returns. Is it possible to generate 100 conversions or 100,000 conversions? Which are resulting in higher Average Order Value or staying longer on site?
  • In most cases we can calculate ROIs on campaigns, but you must determine scale or diminishing returns. Is it possible to generate 100 conversions or 100,000 conversions? Which are resulting in higher Average Order Value or staying longer on site?
  • Search 101: Practical SEO/SEM Tactics

    1. 1. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com
    2. 2. <ul><li>Agenda </li></ul><ul><li>Introductions & Announcements Guy LeCharles Gonzalez Dir., Programming & Business Development, Digital Book World </li></ul><ul><li>Presentation Connie Ross </li></ul><ul><li>Online Marketing Manager, F+W Media </li></ul><ul><li>Discussion and Q&A </li></ul><ul><li>NOTE: The hashtag for today’s WEBcast is #dbw </li></ul>Search 101: Practical SEO/SEM Tactics
    3. 3. <ul><li>DBW Membership </li></ul><ul><li>The publishing community for the 21st Century. </li></ul><ul><li>Digital Book World’s unique membership platform offers access to exclusive </li></ul><ul><li>content, Resources and industry experts, as well as discounts to all DBW Intensive </li></ul><ul><li>WEBcasts, Forums, and the Annual Conference. </li></ul><ul><li>Benefits: </li></ul><ul><li>Unlimited Access to On-Demand Digital Book World Conference Video and Audio </li></ul><ul><li>Unlimited Access to On-Demand DBW WEBcast archives </li></ul><ul><li>Unlimited Access to The Roundtable archives </li></ul><ul><li>40% Discount on all DBW Intensive WEBcasts </li></ul><ul><li>40% Discount on all DBW Intensive Seminars </li></ul><ul><li>10% Discount on all Books </li></ul><ul><li>Plus: </li></ul><ul><li>Exclusive content and resources from industry experts </li></ul><ul><li>Exclusive early bird rates for the Annual Conference </li></ul><ul><li>Join Today: http://digitalbookworld.com/join/ </li></ul>
    4. 4. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>What We’ll Cover </li></ul><ul><li>What is Search Engine Marketing? </li></ul><ul><li>Why SEM & SEO are critical to your business goals </li></ul><ul><li>Basic Tactics for Successful Implementation of SEM & SEO Campaigns </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul><ul><ul><li>Competitive Analysis </li></ul></ul><ul><ul><li>Testing & Measuring </li></ul></ul><ul><li>Questions??? </li></ul>
    5. 5. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>What is Search Engine Marketing? </li></ul><ul><li>Search engine marketing (SEM): The process of building and marketing a site with the goal of improving its position in search engine results. </li></ul><ul><ul><li>Paid Search: An advertiser bids for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO): The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases </li></ul></ul>Source: SearchEngineWatch.com
    6. 6. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com Ad in HOW Design Magazine Google Paid Search Ads Examples of SEO/SEM consistent with Offline Marketing Strategies
    7. 7. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com Google Search Results
    8. 8. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com Direct Mailings
    9. 9. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Benefits of Paid Search </li></ul><ul><li>Immediate results </li></ul><ul><li>Ability to fine-tune campaigns on the fly while controlling costs </li></ul><ul><li>Easy to Implement </li></ul><ul><li>Easy to track and measure conversions </li></ul><ul><li>No content or Web design changes necessary </li></ul>
    10. 10. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Who Are The Biggest Paid Search Providers? </li></ul><ul><li>Google™ currently provides its paid listings to AOL Search® & Ask.com™. Google can target internationally, U.S. only, and can geo-target (by State, DMA and Metro area) </li></ul><ul><li>Yahoo! currently provides listings to Yahoo!®, and others, including AltaVista™ and Lycos®. Yahoo! can target internationally and U.S. only. They are unable to geo-target at this time </li></ul><ul><li>Bing ™ (formerly MSN Live) can target internationally, U.S. only, and can geo-target (by State, DMA and Metro area). </li></ul>
    11. 12. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Search Engine Optimization </li></ul><ul><li>Search engine optimization (SEO) is the process of making a site and its content highly relevant for both search engines and searchers by improving the internal and external factors influencing ranking in search results </li></ul><ul><ul><li>A well-executed SEO plan over time can deliver more visitors at a lower overall cost than a pay per click advertising campaign </li></ul></ul><ul><ul><li>SEO unlike Paid Search will not deliver immediate results or happen overnight. </li></ul></ul><ul><ul><ul><li>SEO takes time… </li></ul></ul></ul>
    12. 13. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Search Engine Optimization </li></ul><ul><li>On-page Tactics: Optimizing your website for keywords that you want to rank for to provide the search engines with relevancy to those keywords </li></ul><ul><ul><li>Site/Page Content, URLs, Meta Tags, Image Alt Tags, Internal Link Building, Sitemaps (HTML & XML) Robots.txt </li></ul></ul><ul><li>Off-page Tactics: Optimizing for factors which execute outside the pages of the website </li></ul><ul><ul><li>Link Building & Page Rank </li></ul></ul>
    13. 14. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Why SEM & SEO are Critical to Your Business Goals </li></ul><ul><li>SEM is growing much faster than traditional advertising and even other channels of online marketing </li></ul><ul><ul><li>U.S. Core Search Market 2009 </li></ul></ul><ul><ul><ul><li>grew 16% </li></ul></ul></ul><ul><ul><ul><li>6% gain in unique searchers </li></ul></ul></ul><ul><ul><ul><li>10% gain in search queries / searcher </li></ul></ul></ul><ul><ul><ul><li>Google and Bing led among the core search engines in terms of increases in market share </li></ul></ul></ul>Source: Center for Media Research
    14. 15. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Why SEM & SEO are Critical to Your Business Goals </li></ul><ul><li>By 2014, mobile and Internet technology will help over 3 billion of the world's adults to electronically transact </li></ul><ul><li>Online marketing by 2015 will control more than US$ 250 billion in Internet marketing spending worldwide </li></ul><ul><li>The combination of organic and paid search engine results page (SERP) listings: </li></ul><ul><ul><li>Gives you brand lift </li></ul></ul><ul><ul><li>Can improve your CTR </li></ul></ul>Sources: Center for Media Research & Search Engine Land – Penn State Study: Paid + Organic Listing = 15% CTR
    15. 16. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Basic Tactics for SEM & SEO Campaigns </li></ul><ul><li>Successful SEM & SEO Campaigns, begin and end with three very basic tactics </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul><ul><ul><li>Competitive Analysis </li></ul></ul><ul><ul><li>Testing & Measuring </li></ul></ul>
    16. 17. 1. Keyword Analysis Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com
    17. 18. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Keyword Analysis </li></ul><ul><li>A. Identify top 25 core terms </li></ul><ul><ul><li>Keywords and site content communicate to people and search engines what your site is about </li></ul></ul><ul><ul><li>Keywords should be </li></ul></ul><ul><ul><ul><li>Relevant to your business or your subject matter </li></ul></ul></ul><ul><ul><ul><li>Popular with Searchers </li></ul></ul></ul><ul><li>B. Analyze your keywords and phrases and place them in order of importance </li></ul>
    18. 19. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Keyword Analysis </li></ul><ul><li>C. Determine current ranking for keywords or phrases </li></ul><ul><ul><li>Categorize your list into two buckets </li></ul></ul><ul><ul><ul><li>Keywords with Good Ranking </li></ul></ul></ul><ul><ul><ul><ul><li>Update on-page tactics utilizing the keywords </li></ul></ul></ul></ul><ul><ul><ul><li>Keywords with Poor Ranking </li></ul></ul></ul><ul><ul><ul><ul><li>Use paid search to get better exposure in the short term </li></ul></ul></ul></ul><ul><li>Continual research for new keywords </li></ul><ul><ul><li>Changing industry trends </li></ul></ul><ul><ul><li>Product innovations </li></ul></ul><ul><ul><li>Current news </li></ul></ul>
    19. 21. 2. Competitive Analysis Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com
    20. 22. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Competitive Analysis </li></ul><ul><li>Determine the top five “keyword competitors” for your core keywords </li></ul><ul><ul><li>Determine the factors that lead to the success of your competitors </li></ul></ul><ul><ul><li>Make adjustments to your on-page elements for SEO </li></ul></ul><ul><ul><li>Update your creative in SEM </li></ul></ul><ul><ul><li>Update your landing pages in SEM </li></ul></ul>
    21. 23. 3. Testing & Measuring Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com
    22. 24. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Testing & Measuring </li></ul><ul><li>When Optimizing Paid Search Campaigns </li></ul><ul><ul><li>Use testing to determine an optimal budget for your campaign. </li></ul></ul><ul><ul><li>Use the AdWords & Analytics data to identify the specific times during the day or week that resulted in the most conversions </li></ul></ul><ul><ul><li>Position Preference, which enables you to request a range of positions where you want your ads to show up (e.g. 1-3 or 5-7) – Use with Caution! </li></ul></ul><ul><ul><li>Network Targeting – Choose Google Search, Search Network, or Content? </li></ul></ul>
    23. 25. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Testing & Measuring </li></ul><ul><li>Targeted Campaigns </li></ul><ul><ul><li>Set up new campaigns to address small target audiences by running unique keywords and copy to that group </li></ul></ul><ul><ul><li>Set up a new campaign to test a new product offering or service </li></ul></ul><ul><ul><li>Set up new campaigns to geo-target local markets </li></ul></ul>
    24. 27. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Testing & Measuring </li></ul><ul><li>Don’t stop your analysis with simple click and conversion data </li></ul><ul><ul><li>Review additional KPIs to determine your success or failure at delivering your product or service to your customers </li></ul></ul><ul><ul><ul><li>Review Conversions and ROI at the keyword level </li></ul></ul></ul><ul><ul><ul><li>Local vs. National Campaigns – compare results from various campaigns to determine the most efficient spend </li></ul></ul></ul><ul><ul><ul><li>Monitor performance of your Top 25 keywords, Organic vs. Paid Search </li></ul></ul></ul>
    25. 28. Search 101: Practical SEO/SEM Tactics Connie Ross Online Marketing Manager, F+W Media http:// fwmedia.com <ul><li>Summary </li></ul><ul><li>SEM can have an immediate impact </li></ul><ul><li>SEO will take time </li></ul><ul><li>Remember to always </li></ul><ul><ul><li>Conduct keyword research </li></ul></ul><ul><ul><li>Keep a close eye on your competitors </li></ul></ul><ul><ul><li>Test & Measure continuously </li></ul></ul>
    26. 29. Conversation and Q&A Connie Ross Online Marketing Manager, F+W Media Guy LeCharles Gonzalez Dir., Programming & Business Development, Digital Book World NOTE: The hashtag for today’s WEBcast is #dbw Search 101: Practical SEO/SEM Tactics
    27. 30. Thank You for Attending. Next WEBcasts DBW Conversations: Richard Curtis & Richard Nash FREE: Tuesday, 4/27 @ 1pm EDT // 10am PDT eBook 201: Converting and Formatting for ePub Wednesday, May 12th @ 1pm EDT // 10am PDT Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our blog feed to receive the latest information on our events, and insights on the latest news and trends from top publishing strategists and technology experts.

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