In2itive Search Engine Marketing - Willamette University - October 13

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Nick Footer, president of In2itive Search, speaks about search engine marketing for two graduate classes in Salem, Oregon. The presentation covers search engine optimization and pay per click advertising in October 2013.

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  • Isn’t everything really easy to find online already?
  • http://www.slingshotseo.com/wp-content/uploads/2011/07/Google-vs-Bing-CTR-Study-2012.pdf
  • Essentially: if you don’t own one of the top 10 domains in the United States people aren’t going to find your website because of your URL
  • Keyword research is the foundation of any PPC, Social, or SEO campaigns as it helps us find out how our target market is researching our brand and products or services.
  • Keywords are searches entered into search engines that then will deliver organic and paid listings
  • Highly measurableAffordablePhoto credit: http://www.flickr.com/photos/breatheindigital/4778642362/sizes/o/----- Meeting Notes (10/22/12 11:23) -----"free traffic" is not so free these days
  • ----- Meeting Notes (10/22/12 11:23) -----Each page has targeted keyword group to use for on-page optimization
  • Google is all about creating satisfied customers. Their entire business model is dependent on it. They want to provide the highest quality experience so that searchers always come back to Google.
  • Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay----- Meeting Notes (10/16/11 12:51) -----Auction
  • Max 25 Characters
  • ----- Meeting Notes (10/22/12 11:30) -----Once you have your campaigns, ad groups and targeting optimized you need to be sure to send that targeted traffic to quality landing pages.
  • Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustments accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
  • Google is all about creating satisfied customers. Their entire business model is dependent on it. They want to provide the highest quality experience so that searchers always come back to Google.
  • Google uses users IP addresses to determine where they are physically searching from and then ads are displayed that are targeted to the specific location. You can also choose to exclude certain locations if desired much like you can choose negative keywords to not have your ads show for.----- Meeting Notes (10/22/12 11:30) -----Give me some examples to why someone would want to use geo-targeting
  • ----- Meeting Notes (10/22/12 11:30) -----Why would you want to exclude or separate mobile devices from your advertising?
  • If you discover that certain campaigns perform better on specific days of the week or during certain times of the day you can use ad scheduling to make sure your ad only runs during the most optimum times. With ad scheduling you can schedule your ads to appear during specific hours or days of the week. An example of this would be scheduling your ads to run only on weekdays, or only from 3:00 until 6:00 p.m. daily. If you use ad scheduling you can have your campaign run all day, every day, or as little as 15 minutes per week.An advanced option is also offered through ad scheduling that lets you adjust your bids for ads during certain time periods. For example, if your ads perform best between 7:00 and 10:00 a.m., you can use a higher bid for impressions or clicks during that timeframe. Conversely, you could decrease your bids during off-hours to save budget.You can set up ad scheduling by going into your advanced settings through the settings tab in AdWords. If budgets are tight, ad scheduling will be extremely important to ensure you are only showing your ads when they tend to get the best results.
  • The parts of quality score that you have control over are ads and your landing pages.
  • In addition to showing your ads on a Google search results page in your targeted areas, Google also includes in their Maps results, which are often viewed when user is performing a local search. Here is an example of how Google is displaying a Borders location targeted ad within Google Maps. Notice how the listing is labeled “Ad” near the top of the pop-up. These ads don’t display exactly how a text ad would, but they are further enhanced by location details and images, including a logo tag on the map itself rather than a lettered pin. Whether or not you have physical locations, you should still configure geographic targeting to ensure that your pay per click ads are only being shown to most relevant potential customers – if you don’t ship your products to Japan, make sure your settings don’t allow your ads to show there.
  • Assumption – killer Facebook already…and someone managing it.
  • Why pay for advertising if I can get it for “free” – again not so free
  • In2itive Search Engine Marketing - Willamette University - October 13

    1. 1. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR In2itive Digital Marketing In2itive Search LLC - Confidential 10/8/2013
    2. 2. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    3. 3. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    4. 4. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    5. 5. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR About In2itive Search LLC  Google AdWords, Google Analytics, and Microsoft AdCenter Certified  Digital marketing consultants since 2007  Two point one employees  Principle based organization – Partners First  Service guarantee  Involved in local and national organizations  PDXAMA, SEMPDX, ReFit, Shadow Project 10/8/2013 In2itive Search LLC - Confidential
    6. 6. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR In2itive Capabilities  Pay Per Click  Worked with small to large accounts ($500 – over $1m)  Search Engine Optimization  Audited hundreds of sites to increase organic search traffic and conversions  Provides plans and recommendations for successful link building strategies  Social Media  Audited and provided new strategy for increased engagement, traffic and conversions  WordPress Web Design  Ecommerce, professional services, blogs 10/8/2013 In2itive Search LLC - Confidential
    7. 7. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Why Should You Care?
    8. 8. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    9. 9. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    10. 10. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    11. 11. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    12. 12. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    13. 13. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    14. 14. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    15. 15. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    16. 16. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential Search Engine Marketing Pay Per Click • Quality Score • Mobile • Remarketing • Social Media SEO • On-Site • Off-Site • Local • Social Media
    17. 17. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Advertising Results Organic Results
    18. 18. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Advertising Results Organic Results Local Results Social Results
    19. 19. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential ~95% of all clicks happen on the first page of Google
    20. 20. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Do you own one of these?
    21. 21. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Then people will find your website through keyword searches on Google (Bing & Yahoo Too)
    22. 22. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Keyword Research
    23. 23. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Keywords help people find what they’re looking for online
    24. 24. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Increase traffic, leads, sales & profits
    25. 25. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR On-Site SEO Factors – Over 200 2013  Valuable Content  Keyword usage  Title  H1s & H2s  Friendly optimized URLs  UX  Sharable  Crawlable  Markup Prior  Keyword usage  Title  Metas  H1s & H2s  Friendly optimized URLs  Images  Internal Linking Structure 10/8/2013 In2itive Search LLC - Confidential
    26. 26. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential http://bit.ly/optimizedmoz page
    27. 27. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    28. 28. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Schema & Rich Snippets 10/8/2013 In2itive Search LLC - Confidential
    29. 29. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Off-Site SEO Factors  Relevant links  Keyword focused anchor text – NOT OPTIMIZED  Many link sources (think votes)  Social mentions  Google+  Shares/Likes (Twitter, LinkedIn, Facebook, etc.)  Site history  Click through rate – Control titles and metas  Engagement metrics (Bounce rate, dwell time, etc.) 10/8/2013 In2itive Search LLC - Confidential
    30. 30. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Social Impacts SEO 10/8/2013 In2itive Search LLC - Confidential
    31. 31. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    32. 32. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR  Name, Address, Phon e Number  Categories  Reviews  Citations  Site Optimized for Local SEO 10/8/2013 In2itive Search LLC - Confidential Local SEO
    33. 33. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential Local Search Universe
    34. 34. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Local Search Ranking Factors - 2013 10/8/2013 In2itive Search LLC - Confidential http://bit.ly/mozlocalranking
    35. 35. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Major Changes Last 2.5 Years 10/8/2013 In2itive Search LLC - Confidential
    36. 36. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR What Changed? Panda – User Experience  Starts with humans  Targeted content farms  Scrapper sites  Ads above the fold  Multiple updates and refreshes (30+ to date) Penguin – Black Hat SEO  Link schemes  Keyword stuffing  Over optimization  Cloaking & sneaky redirects 10/8/2013 In2itive Search LLC - Confidential
    37. 37. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR  Use more social media  Focus on quality not quantity  Write link-worthy content and share it 10/8/2013 In2itive Search LLC - Confidential Be A Better Marketer
    38. 38. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    39. 39. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Last Month – Joy of Being an SEO – Not!  Hummingbird  Fast and precise  Still works with Panda and Penguin  Way we search has changed over past 10 years  Makes long tail and conversational search better  Car Engine Example  Google “Not Provided”  Encrypted search  Organic keywords are no longer available in Analytics  Work arounds 10/8/2013 In2itive Search LLC - Confidential
    40. 40. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 1. Keyword research 2. On-page updates 3. Content & link strategy 4. Share amazing content 5. Monitor, measure, mone tize – Didn’t Cover! 10/8/2013 In2itive Search LLC - Confidential SEO Strategy – A Must Have
    41. 41. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    42. 42. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Advertising Results Organic Results Local Results Social Results
    43. 43. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR  Matched keyword’s click through rate (CTR) on Google - Popular  Relevance of the keyword and ad to the search query and landing page  Historical keyword performance on Google.com  Other relevancy factors that continually evolve Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query. Courtesy of Google Quality Score Explained – Pay Less, Get More
    44. 44. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
    45. 45. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Courtesy of Google  “Relevance is the key to a successful AdWords campaign on Google” - Google  AdWords is designed to reward relevance with high quality scores Max CPC X Ad rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay Your bid Determined by Google Quality Score How Quality Score - Save You Money
    46. 46. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 46 Quality Score Example
    47. 47. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Key Ad Components - Increase Quality Score 47 Headline Display URL Description Sitelinks Local Extension
    48. 48. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 48 Landing Pages
    49. 49. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
    50. 50. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    51. 51. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR A/B vs. Multivariate Testing
    52. 52. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
    53. 53. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 53 Enhanced Campaigns
    54. 54. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 54 Location Targeting
    55. 55. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Mobile Device Targeting
    56. 56. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Day Parting - Scheduling 56
    57. 57. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Remarketing – Creepy Internet
    58. 58. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Remarketing Example 58
    59. 59. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Demographic Targeting – Display Advertising 10/8/2013 In2itive Search LLC - Confidential
    60. 60. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Local PPC – Google Maps
    61. 61. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    62. 62. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Facebook Advertising  Social advertising historically has terrible CTR  Makes sense as people don’t want to be interrupted to sell you something you don’t want  Turned Facebook into their third largest revenue driver behind word of mouth and AdWords 10/8/2013 In2itive Search LLC - Confidential
    63. 63. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Facebook Ad Examples 10/8/2013 In2itive Search LLC - Confidential
    64. 64. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Why both?
    65. 65. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Advertising Results Organic Results Local Results Social Results
    66. 66. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    67. 67. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013 In2itive Search LLC - Confidential
    68. 68. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Questions 10/8/2013 In2itive Search LLC - Confidential
    69. 69. In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR Resources  Me – Nick Footer  nick@in2itivesearch.com  5032064988  BrightLocal, Moz, Raven, WordStream  Searchengineland.com, Davidmihm.com, ppchero.com  Google Online Marketing Challenge 10/8/2013 In2itive Search LLC - Confidential

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