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LIVErtising 2015 8 SEO + SEA = SEM

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Student notes for my Admajor Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2015 8 SEO + SEA = SEM

  1. 1. Issues in Marketing Communication:
 LIVErtising 15.8 SEO  +  SEA  =  SEM
  2. 2. LIVErtising.NET IHECS  2014-­‐20152 DigitalMobile VR SEM Social   media Display
  3. 3. LIVErtising.NET IHECS  2014-­‐20153 SEM Google  Mktg search display
  4. 4. LIVErtising.NET IHECS  2014-­‐20154
  5. 5. LIVErtising.NET IHECS  2014-­‐20155
  6. 6. LIVErtising.NET IHECS  2014-­‐20156
  7. 7. LIVErtising.NET IHECS  2014-­‐20157 SEM SEO SEA
  8. 8.                                            SERP      
  9. 9. LIVErtising.NET IHECS  2014-­‐20159 SEM SEO SEA
  10. 10. LIVErtising.NET IHECS  2014-­‐201511
  11. 11. Google  evolution    #1
  12. 12. LIVErtising.NET IHECS  2014-­‐201513 Positioning:  #1 S  E  O    ?
  13. 13. LIVErtising.NET IHECS  2014-­‐2015 Over at least 50 criteria… 14 • IP  address   • the  SE  version   • the  language   • the  browser  language   • past  searches   • social  media  signals   …
  14. 14. LIVErtising.NET IHECS  2014-­‐2015 Tip: Test Incognito! 15
  15. 15. LIVErtising.NET IHECS  2014-­‐2015 So, logically… First position no longer means anything… or not much 16
  16. 16. LIVErtising.NET IHECS  2014-­‐201517
  17. 17. Google  evolution    #2
  18. 18. LIVErtising.NET IHECS  2014-­‐201519 Page  Rank. S E O ?
  19. 19. LIVErtising.NET IHECS  2014-­‐201520
  20. 20. LIVErtising.NET IHECS  2014-­‐201521 Changes  in  the  algorythm
  21. 21. LIVErtising.NET IHECS  2014-­‐201522
  22. 22. LIVErtising.NET IHECS  2014-­‐201523 -­‐32%
  23. 23. LIVErtising.NET IHECS  2014-­‐201524
  24. 24. LIVErtising.NET IHECS  2014-­‐201525
  25. 25. LIVErtising.NET IHECS  2014-­‐2015 Optimization used to be… SE-friendly factors: • Keyword  stuffing   • G-­‐friendly  copy  writing   • Pagerank  sculpting   • Link  building   • +  content  marketing 26 Technique Content
  26. 26. LIVErtising.NET IHECS  2014-­‐2015 Black Hat SEO Spamdexing:   • Cloaking   • Scraping   • Content  spinning   • Link  farming   • Duplicate  content   • Keyword  stuffing   27
  27. 27. Optimization is now…28 Technique Content Social   signals UX Human  factors:   • user  personas   • content  strategy   • user  value   • sharing   • virality   • location   • cross-­‐platform   • ergonomy
  28. 28. LIVErtising.NET IHECS  2014-­‐201529
  29. 29. Google  evolution    #3   SERP
  30. 30. http://techcrunch.com/2013/09/26/google-­‐improves-­‐knowledge-­‐graph-­‐with-­‐comparisons-­‐and-­‐ filters-­‐brings-­‐cards-­‐to-­‐mobile-­‐search-­‐adds-­‐cross-­‐platform-­‐notifications/
  31. 31. LIVErtising.NET IHECS  2014-­‐201532 Universal  search http://perfectpitchconcepts.com/anatomy-­‐mega
  32. 32. LIVErtising.NET IHECS  2014-­‐2015 Universal search 33
  33. 33. LIVErtising.NET IHECS  2014-­‐201534 Universal  search
  34. 34. Google  evolution    #4   Strategy
  35. 35. 1st  position   online  traffic  increase increase  in  sales   decrease  in  acquisition  costs   increase  in  shop  floor  visits   branding   ROI  on-­‐  &  offline visibility   value  generation   Reach   Act   Convert   Engage  
  36. 36. LIVErtising.NET IHECS  2014-­‐2015 SocMed basics: STRATEGY vs TACTICS 38 OBJ PLAN of ACTIONS Strategy Tactic  2Tactic  1 Tactic  3 Tactic  N Why? What? How? Mission Goals Cy
  37. 37. Google  anno  2015  
  38. 38. Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.
  39. 39. LIVErtising.NET IHECS  2014-­‐201542 http://www.webconfs.com/search-­‐engine-­‐spider-­‐simulator.php
  40. 40. LIVErtising.NET IHECS  2014-­‐201543 http://www.feedthebot.com/
  41. 41. LIVErtising.NET IHECS  2014-­‐201544
  42. 42. LIVErtising.NET IHECS  2014-­‐2015 LOCAL SEO 45
  43. 43. LIVErtising.NET IHECS  2014-­‐2015 Optimization  =    ONpage  +  OFFpage     46
  44. 44. LIVErtising.NET IHECS  2014-­‐2015 Onpage  =   •    organisation   •    structure   •    quality   •    freshness   47 • URL   • HTML  code   • HTML  tags   • UX,  e.g.  speed   &  internal  links   • obstacles  (Javascript/   Flash/  Ajax/  pictures  /   videos)   • keywords   • coherence     • relevance   • …
  45. 45. LIVErtising.NET IHECS  2014-­‐201548
  46. 46. LIVErtising.NET IHECS  2014-­‐201549
  47. 47. LIVErtising.NET IHECS  2014-­‐201550 http://moz.com/blog/visual-­‐guide-­‐to-­‐keyword-­‐targeting-­‐onpage-­‐optimization
  48. 48. LIVErtising.NET IHECS  2014-­‐201551
  49. 49. Optimization is now…52 Technique Content Social   signals UX Human  factors:   • user  personas   • content  strategy   • user  value   • sharing   • virality   • location   • cross-­‐platform   • ergonomy
  50. 50. LIVErtising.NET IHECS  2014-­‐201553 Tech Cont UX Tech Cont Soc Tech
  51. 51. LIVErtising.NET IHECS  2014-­‐201554
  52. 52. ONpage  SEO   Insights  ?
  53. 53. #1
  54. 54. LIVErtising.NET IHECS  2014-­‐2015 load speed 57
  55. 55. LIVErtising.NET IHECS  2014-­‐2015 Issues in Marketing Communication:
 LIVErtising # 9 SEO  +  SEA  = 58 SEM http://developers.google.com/speed/pagespeed/insights/
  56. 56. LIVErtising.NET IHECS  2014-­‐201559
  57. 57. #2
  58. 58. LIVErtising.NET IHECS  2014-­‐2015 Bounce rate 61
  59. 59. LIVErtising.NET IHECS  2014-­‐201562
  60. 60. LIVErtising.NET IHECS  2014-­‐201563
  61. 61. LIVErtising.NET IHECS  2014-­‐201564
  62. 62. LIVErtising.NET IHECS  2014-­‐201565
  63. 63. LIVErtising.NET IHECS  2014-­‐201566
  64. 64. LIVErtising.NET IHECS  2014-­‐201567
  65. 65. #3
  66. 66. LIVErtising.NET IHECS  2014-­‐2015 OK! BUT… DON’T FORGET THIS IS SEARCH… SO, CHERISH YOUR KEYWORDS! 69
  67. 67. LIVErtising.NET IHECS  2014-­‐201570
  68. 68. LIVErtising.NET IHECS  2014-­‐2015 OFFpage  =  E  -­‐  A  -­‐  T 71
  69. 69. Some  more  SEO   Insights  ?
  70. 70. LIVErtising.NET IHECS  2014-­‐2015 LOCAL SEO 76
  71. 71. LIVErtising.NET IHECS  2014-­‐201577
  72. 72. LIVErtising.NET IHECS  2014-­‐201578 NAP
  73. 73. LIVErtising.NET IHECS  2014-­‐201579 Source:  Local  Search  Association  &  Burke,  Inc.,  “Local  Media  Tracking  Study,”  June  2014
  74. 74. LIVErtising.NET IHECS  2014-­‐201580
  75. 75. LIVErtising.NET IHECS  2014-­‐2015 LOCAL SEO 81
  76. 76. LIVErtising.NET IHECS  2014-­‐2015 ROPO 82
  77. 77. LIVErtising.NET IHECS  2014-­‐2015 VIDEO SEO 83
  78. 78. LIVErtising.NET IHECS  2014-­‐201584
  79. 79. LIVErtising.NET IHECS  2014-­‐2015 Video SEO 85
  80. 80. LIVErtising.NET IHECS  2014-­‐201586
  81. 81. LIVErtising.NET IHECS  2014-­‐201587
  82. 82. LIVErtising.NET IHECS  2014-­‐201588 SERP      
  83. 83. LIVErtising.NET IHECS  2014-­‐201589 SEM SEO SEA
  84. 84. LIVErtising.NET IHECS  2014-­‐201590 SERP       SEA  =  Adwords  =  Auction
  85. 85. LIVErtising.NET IHECS  2014-­‐201591
  86. 86. LIVErtising.NET IHECS  2014-­‐201592
  87. 87. LIVErtising.NET IHECS  2014-­‐201593 1.Expected CTR 2.Relevance 3. Landing Page  =  QS  x  Max  CPC ? AdRank= QS x Max CPC SEA  =  Adwords  =  Auction
  88. 88. SEA   Insights  ?
  89. 89. #1
  90. 90. LIVErtising.NET IHECS  2014-­‐2015 DON’T FORGET THIS IS SEARCH… SO, CHERISH YOUR KEYWORDS! 96
  91. 91. LIVErtising.NET IHECS  2014-­‐201597
  92. 92. #2
  93. 93. LIVErtising.NET IHECS  2014-­‐201599
  94. 94. LIVErtising.NET IHECS  2014-­‐2015100
  95. 95. LIVErtising.NET IHECS  2014-­‐2015101 http://unbounce.com/landing-­‐pages/landing-­‐pag
  96. 96. #3
  97. 97. LIVErtising.NET IHECS  2014-­‐2015103 Extensions
  98. 98. LIVErtising.NET IHECS  2014-­‐2015 LOCAL SEO 104
  99. 99. #4 to  #  5
  100. 100. LIVErtising.NET IHECS  2014-­‐2015106
  101. 101. REmarketing REtargeting
  102. 102. LIVErtising.NET IHECS  2014-­‐2015108 http://www.internetmarketingteam.co.uk/remarketing-­‐campaigns/
  103. 103. http://www.example-­‐site.com   http://www.example-­‐site.com/sports   http://www.example-­‐site.com/sports/basketball   http://www.example-­‐site.com/sports/football   List  name:  ”Category  Sports"     List  definition:  "URL  contains  sports”  
  104. 104. LIVErtising.NET IHECS  2014-­‐2015110
  105. 105. LIVErtising.NET IHECS  2014-­‐2015111
  106. 106. #5
  107. 107. LIVErtising.NET IHECS  2014-­‐2015113
  108. 108. LIVErtising.NET IHECS  2014-­‐2015114
  109. 109. LIVErtising.NET IHECS  2014-­‐2015 Putting  it  all  together… 115
  110. 110. LIVErtising.NET IHECS  2014-­‐2015 SocMed basics: STRATEGY vs TACTICS 116 OBJ PLAN of ACTIONS Strategy Tactic  2 Tactic  1 Tactic  3 Tactic  NK  P  I metrics Cy
  111. 111. LIVErtising.NET IHECS  2014-­‐2015117 STRATEGY Tactic  1 Tactic  2 Tactic  3 Tactic  4 ANALYSIS
  112. 112. LIVErtising.NET IHECS  2014-­‐2015118 STRATEGY • SEO   • Local  SEO   • Keyword   tools   • G  -­‐  trends   • Youtube ANALYSIS Reach Act Convert Engage • Search   • Adwords   • Reviews   • Local   search   • Extensions • Adwords   • Retargeting   • A  /  B   testing   • Merchant   center   • Local  SEA • G+   • G  surveys   • Retargeting   (coupons)   • Reviews
  113. 113. STRATEGY • visits   • unique   visitors   • repeat   visitors ANALYSIS Reach Act Convert Engage • visit   duration   • page  views   • bounce   rate • CTR   • conversion   rate • RSS   • shares   • embeds   • hashtags   • RT KPIs KPIs KPIs KPIs
  114. 114. #  pos  -­‐  #  neg  /  #  pos  +  #  neg #  likes  +  #  shares  +  #  cmts  /  #  msges #  SM  leads  /  total  #  leads Engagement  rate Lead  Generation  Efficiency Sentiment  (ratio) 1 2 3
  115. 115. LIVErtising.NET IHECS  2014-­‐2015121 DigitalMobile VR SEM Social   media Display
  116. 116. LIVErtising.NET IHECS  2014-­‐2015 LIVErtising 2014 122

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