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Search Engine and Marketing

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Search Engine and Marketing Slides

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Search Engine and Marketing

  1. 1. Search Engine & Marketing
  2. 2. Say hello. jane@makersring.com. Free download of resources at: makersring.com/presen tations
  3. 3. - Search Engines - Search Engine Optimization - Google Analytics - Google Adwords
  4. 4. Search Engines
  5. 5. Search engines are software systems whose algorithms are used to index the web
  6. 6. The Search Market
  7. 7. Sergey Brin & Larry Page - paper on how to build large scale search engine PageRank: Makes use of the link structure of the Web to calculate a quality ranking for each web page. Utilizes links to improve search results. Anchors often provide more accurate descriptions of web pages than the pages themselves.
  8. 8. Recursively propagating weights through the link structure of the web
  9. 9. Domain authority: calculated based on a broader set of metrics - # and quality of incoming and outgoing links - Domain age - Temporal distribution of traffic over time (spike of traffic from links purchased) - Traffic metrics (pageviews, returning visitors, bounce rate, time on site) - Software / hardware metrics (response time, error codes, uptime)
  10. 10. Case Study: Rap Genius
  11. 11. 36.4% Traffic
  12. 12. Search Engine Optimization
  13. 13. Assuming Search Engines operate based on basic principles. We can proximate at what they do based on how they rank. SEO is for improving the visibility of a website to search engines.
  14. 14. Search Engine Optimization is about Competition Pros - Winner takes all / most - Most site owners have to optimize - Assist in actually surfacing information Cons - Not perfect as it is possible to use aggressive tactics to game the system - Not always the case that the best content is ranked at the top. (But that is the goal of search engines)
  15. 15. A Practical Guide to SEO
  16. 16. - Semantic markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  17. 17. Semantic markup can increases the likelihood that the information on your site will be correctly understood and highlighted in search engine result pages (SERPs). Search Engine attempts to understand links and texts
  18. 18. Semantic Markup
  19. 19. - Semantic markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  20. 20. Meta information is information that makes sense to search engines. Meta description: a textual description of a web page that search engine will include in search results <meta name= “description” content= “Description of the Page Here”>
  21. 21. - Semantic Markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  22. 22. Design a consistent hierarchy. A website allows the most possible link value to get to all the pages with fewest number of links. Ideal Website Structure Tips - Shallow depth is better - Keep important content at top level. Don’t bury it - No orphaned pages
  23. 23. - Semantic markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  24. 24. Submit a sitemap.xml file
  25. 25. - Semantic Markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  26. 26. 404: page is not found. 301: page is permanently moved. If you find a 404 page (a missing page), use 301 Redirect to pass on the link value to another page. Eliminate broken links. Avoid 404 / Use 301
  27. 27. - Semantic markup - Meta tags - Website structure - Submit sitemap.xml - 404 / 301 - Link building
  28. 28. Not all links are created equal. Links from highly ranked / authoritative sites are much more valuable. Links from poorly ranked sites could be penalized. 100 links from 1 site != 100 links from 100 sites Reclaim broken links Anchor text Freshness - value tend to decay over time Social signals - search engine algorithms taking social sharing data into account Link Building
  29. 29. Cohort Analysis
  30. 30. Keywords & Referrals
  31. 31. Keywords
  32. 32. Keywords Planning Tips - Find a set of relevant keywords - High monthly search and low competition - Find long tail keywords
  33. 33. Long Tail Keywords: When users get specific
  34. 34. Keywords Implementation - Add keywords in content: page heading, <h1> tags, canonical url, link anchor, images alt tags. <h1>Keywords as Page Title</h1> http://www.domain.com/keywords/keyword1-keyword2-keyword3 - Implement meta tags
  35. 35. Referral Traffic
  36. 36. - Which partner sites are bring you the most amount of traffic? - Where to focus on your limited time / resources to promote and to build relationships? Referral Traffic
  37. 37. Search Engine Marketing / Paid Search
  38. 38. - “The goals of the advertising business model do not always correspond to providing quality search to users.” Inherent Conflict of Native Search and Advertising
  39. 39. - Google Adwords - Auction market - Bidding in real time on keywords - Pay based on performance Paid Search
  40. 40. - CPM: Cost per mille (1000 impressions) - CPC: Cost per single click - Click Through Rate (CTR) - correlated to position of the ad - Average position: All ads are ranked. Relevant ads are surfaced to the top. Paid Search Metrics - Traffic Metrics
  41. 41. - Revenue Per Click - Revenue Per Impression - Law of diminishing return applies Paid Search Metrics - Conversion Metrics Tips - Revenue per Click > Cost per Click - Marginal revenue per Click > Marginal Cost per Click (bid simulators)
  42. 42. - Attribution model is used to attribute ad generated revenue to specific ad - Revenue attributed to ads / Cost of purchasing those ads = ROI Paid Search - Efficiency Metrics
  43. 43. - Search Engines - Search Engine Optimization - Google Analytics - Google Adwords Summary
  44. 44. Questions
  45. 45. Good luck! We hope you’ll use these tips on your own websites. For more (free) presentations, go to makersring.com/presentations Say Hi at jane@makersring.com

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