Digital Marketing Introduction SEO & SEM

1. SEO:101 & SEM
J a n 2 0 2 3

2. What is SEO

3. What is SEO?
● SEO (search engine optimization), also referred to as
organic search, is the practice of increasing the quantity
and quality of organic traffic to your website from search
engines.
● SEO efforts often take longer to produce traffic but offer
a lower cost option than SEM* (paid search). SEO is
shown to build better search result quality and improve
user trust.
● Websites obtain organic traffic growth by focusing on
user-first content, strong site architecture, and technical
SEO.
Paid Search
Organic
Search

4. How Search Engines Work
Search engines crawl, index, and rank hundreds of billions of webpages to find the most relevant, useful results based on a
user’s searched keywords/keyphrases.
Crawl Index
Web crawlers follow links on web pages
to discover new and updated web
pages
Google stores web pages in the index.
It’s like the index in the back of a book.
The index for each page describes the
content and location (URL) of the page
Search algorithms look at hundreds of factors, including the keyword/key phrases in a user’s search query, relevance and
usability of pages, and a user’s location and settings. The weight applied to each factor varies depending on the nature of a
query.
The algorithm takes into account
hundreds of ranking factors to
determine the most relevant web pages
for a given search query
Rank

5. Search Engine Workflow

6. Google has over 100 products and pages, amounting to
over thousands websites. The largest traffic source for
these sites is often organic search, which is directly
influenced by SEO efforts.
By providing high-quality content that is relevant to your
users, SEO will ultimately boost the user experience for
your website.
Engage with quality website visitors
Search engine users are actively seeking information.
Their queries are intent-driven.
If done effectively, SEO acts as a channel to connect
with customers who are looking for the
products/services that you offer.
Maximize organic traffic & improve
the user experience
Impact of SEO Best Practices

7. How SEO Works

8. Keyword
Research
Site
Architecture
Content Organic Traffic Leads &
Conversions
1
Map Keywords by
• Awareness
• Interest
• Consideration
• Buy
• Competitors
Keyword
Analysis
• Keyword Planner
• Navigation
Wireframe
• Header
navigation Footer
navigation
• UI/UX
• Page Creation
• CTA’s
• Keyword
Optimized
Content
• Brand Awareness
• Improve User
Readability Score
• Internal linking
• Blog/Articles
2 5
4
3 6
• Achieve MOM
Increase in
organic traffic
• Tracking &
Reporting
• Increase Organic
Traffic from
Articles
• Achieve MOM
Increase in leads
• CRO leads
generation
• Track & Report
• Find Missing
Opportunity
Website
On Page & Off
Page SEO
• SEO Meta tags
• Technical SEO
• Sitemap
• Site crawlability
• GA & Webmaster
• Internal linking
• Schema Mark-up
• Backlink Creation
Keyword
Research
Site
Architecture
Website
SEO Process

9. Keyword Research
• Keyword Phrase Research is process of selecting the most optimum performance keyword phrases that can help
visitors find a website.
• Keyword Research process involves the following important steps.
These steps can be described as:
1. Discovering Keywords
2. Analyzing Keywords
3. Selecting Keywords

10. Deploying Keyword
After you have made a final selection of 15-20 of your most relevant and important keywords, you need to use them on
different parts of your website.
• A good way to use the selected keyword on your site is to divide them into 5-7 groups of keywords.
• Keywords can be used in several portions/codes of your web pages.
• Always include both the singular and plural versions of your keywords.
• Place your keywords throughout the page, rather than just at the top, but be very careful about over-repetition,
as search engines would consider that as spamming.

11. Here is a list of places where you should try to use your main keywords.
Best Place to Put Keywords

12. Site Architecture
Content
Marketing
 Informative
 Valuable
 Interesting
 Resource
 Intriguing
 Inspiring
 Up-To-Date
 Useful
 User intent
Link
Bait
Passes Link Juice
Improves
Ranking
Diagnostics
 Crawlable
 Indexable
 Visible
 Keywords
 Schema
 Content Silos
 Page Speed

13. Technical SEO

14. Technical Elements Explanations
Robot.txt Files
Use these files to tell search engines whether they can
access and crawl certain parts of your site
XML Sitemap
Files that help search engines discover new and
updated pages of your site by listing all relevant URL’s
Canonicals
and Hreflang
Shows search engines which page is your preferred
version of the page (canonical) and indicates the
relationship between related pages, including other
languages and countries (hreflang)
Website
Speed
Directly affects your user search experience. You
should always analyze the content of the web page
and make your page faster
Mobile
Friendly
Mobile devices bring in a significant amount of traffic.
Mobile sites have become a critical part of SEO. All
sites should be mobile friendly to cater to more
audiences and improve user experience
Technical SEO: Critical Factors

15. Title Tag Optimization

16. Description Tag Optimization

17. Header Tag

18. XML Sitemap

19. Robots.txt
• A robots. txt file tells search
engine crawlers which pages or
files the crawler can or can't
request from your site.

20. Image Alt Attribute Tag

21. 301 Redirects

22. Search Friendly URLs

23. Fix Broken Links & 404 Errors

24. SEO: Content & UI/UX

25. • Users who know about the product would directly
search for it and show them the services. But those who
don’t… Provide relevant answers to their user queries
• The traffic will increase. Once they start coming to the
website, they will get a chance to know about your
products
Those who already
know what they are
looking for
Those who are still
researching about what
they need
Offer them Product
Offer them Solution
Types
of
Users
Why Content?

26. Page Content

27. Duplicate Content & Canonicalization

28. Canonical Tag URLs

29. Showcase Most
Important
Streamline
Navigation
Product Focus
Improve CTAs
Engage Visitors
Retain the
Users
The
All Round
Approach
One Stop Solution for All User Queries
Action Driven Content Flow
Anchor Text Internal Link
CTA Optimization
Build Content That Offers Solutions
How We Can Improve User Experience (UI/UX)

30. Essential Elements for Conversion
Service
pages
Optimize
Images
Add Content
Query
Based
Header
Refine
Navigation
Optimize
Individual
Program
Page
Trending
Product &
Programs
Optimize
Filter/Sort
Option
Cross
Selling/Up-
Selling
Other
Services
Each landing page of the website should define
its relevance. It will help in –
• Easy conversion
• Branding
• More content and internal linking
• Acknowledge users about the landing
pages
• Serve users purpose for visiting the
website
Optimize Conversional Pages

31. Off Page/Backlinks

32. • In order to increase the backlinks, we would need to
active above off page strategy for link submissions.
• Backlinks are important for SEO because they signal
to Google that another resource finds your content
valuable enough to link to it within their own content.
• As a website earns additional backlinks, search
engines infer that the website possesses valuable
content worth ranking well on the SERPs.
Backlink Strategy

33. Press Release
Blogger Outreach
Brand Mention
Influencer Activity
Get PR based on the tagline to
improve the voice of the brand
Informative Video Creation
In order to Improve the Presence of the website, we need to do….
Reaching out financial based
blogger to write about the product
and brand
Getting backlinks from the website
where the brand name is mentioned
Reaching out influencers to
promote the brand and product
Creating informative videos based
on user intent-based searches
Content Promotion

34. Impact Of Content Marketing & Off-page Activities
Blogger
Outreach
Image
Syndication
Business
Directories
Web
Directories
Social
Bookmarking YouTube
Wikipedia
Forums
/Discussion
Platforms
Infographics
Presentations Whitepapers
Partner /Group
Websites
Impact
Improves Ranking
for Core Keywords
Improves Traffic
Accelerates Social
Engagement
Improves Website
Engagement
Builds trust and
positions you as a
thought/industry
leader

35. SEO Glossary

36. Glossary of SEO Terms
• Page Title (Meta Title): The name you give your web page, which is seen at the top your browser window. Page titles
should contain keywords related to your business. Words at the beginning of your page title are more highly weighted
than words at the end.
• Meta Description: A brief description of fewer than 165 characters of the contents of a page and why someone would
want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content
on the page.
• Header (H1) Tag: HTML heading tags are used to format headings on your page in order of importance. The H1 tag is
the one that comes first and shows search engines what content can be expected on the rest of the page. As a best
practice, there should be only one H1 tag present on the website.
• Canonical Tag: A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL represents
the master copy of a page. Practically speaking, the canonical tag tells search engines which version of a URL you
want to appear in search results.
• Self-Referencing Canonical Tag: is one that canonicals to itself. This ensures that multiple versions of the page
(duplicates) don't get indexed separately.
• ALT Text/Tag or Attribute: A description of an image in your site's HTML. Unlike humans, search engines read only
the ALT text of images, not the images themselves. Add ALT text to images whenever possible.

37. Glossary of SEO Terms
• Schema Markup: creates an enhanced description (commonly known as a rich snippet), which appears in search
results. These markups allow search engines to see the meaning and relationships behind entities mentioned on your
site.
• 4xx Error: A class of status codes that indicate the request for a page resulted in error.
• Internal Link: A link from one page to another on the same website, such as from your homepage to your products
page.
• XML Sitemap: A special document created by a webmaster or a piece of software that provides a map of all the pages
on a website to make it easier for a search engine to index that website.
• HTML Sitemap: This type of sitemap, typically organized by topics, helps site users navigate a website.
• Nofollow Tag: When a link from one site does not pass SEO credit to another. Use it when linking to external pages
that you don't want to endorse.
• Backlinks: (also known as “inbound links”, “incoming links” or “one way links”) are links from one website to a page on
another website.
• Breadcrumb: A navigational element that helps users easily figure out where they are within a website.

38. Glossary of SEO Terms: Example
• Page Title (Meta Title): The name you give your web page, which is seen at the top your browser window. Page titles
should contain keywords related to your business. Words at the beginning of your page title are more highly weighted
than words at the end.
• Meta Description: A brief description of fewer than 165 characters of the contents of a page and why someone would
want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content
on the page.4xx Error: A class of status codes that indicate the request for a page resulted in error.

39. Glossary of SEO Terms: Example
• Header (H1) Tag: HTML heading tags are used to format headings on your page in order of importance. The H1 tag is
the one that comes first and shows search engines what content can be expected on the rest of the page followed by
h2, h3, h4, etc.. As a best practice, there should be only one H1 tag present on the website.

40. Glossary of SEO Terms: Example
• Canonical Tag: A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL represents
the master copy of a page. Practically speaking, the canonical tag tells search engines which version of a URL you
want to appear in search results.
• Self-Referencing Canonical Tag: is one that canonicals to itself. This ensures that multiple versions of the page
(duplicates) don't get indexed separately.

41. Glossary of SEO Terms: Example
• ALT Text/Tag or Attribute: A description of an image in your site's HTML. Unlike humans, search engines read only
the ALT text of images, not the images themselves. Add ALT text to images whenever possible.

42. Glossary of SEO Terms: Example
• 404 Error: A class of status codes that indicate the request for a page resulted in error.

43. Glossary of SEO Terms: Example
• XML Sitemap: A special document created by a webmaster or a piece of software that provides a map of all the pages
on a website to make it easier for a search engine to index that website.
• HTML Sitemap: This type of sitemap, typically organized by topics, helps site users navigate a website.

44. Glossary of SEO Terms: Example
• No Follow Tag: When a link from one site does not pass SEO credit to another. Use it when linking to external pages
that you don't want to endorse.
• Breadcrumb: A navigational element that helps users easily figure out where they are within a website.

45. Glossary of SEO Terms: Example
• Backlinks: (also known as “inbound links”, “incoming links” or “one way links”) are links from one website to a page on
another website.

46. What is Paid Search

47. Pay Per Click – The Dawn of Digital

48. Paid Search Ecosystem
Google
Search
Console
(SEO)
LinkedIn
Data
Google
Analytics
Audience
Data
Magic 8
Ball
Benchmarks
A/B Testing
Smart
Bidding
Floodlight
Tagging
Keyword
Research
Competitive
HCP/DTC
Segmentation
Search
Partners
Website
Location
Geos
Patient
Profile
Managed
Markets
PR
Advertising
Scientific
Communications
Digital Media
Client
Integrated
Intelligence
In-House
Products
Bidding
Platforms
Website
Platform

49. How Google Has Changed
Present Day
Dawn of Google
(for 16 years)
Jan 2017

50. Evolution of Creative: Responsive Search Ads

51. Why Search

52. Search Captured Active Right Raisers At Right Time
• Search Engine Marketing (SEM) is a form of digital marketing used to increase visibility and drive users to your
website
• Consumers use keyword searches—or queries—to find content and information related to their interests
• 3.5 Billion searches occur on average per day and 1.2 trillion searches occur every year*
• 16-20% of queries searched are new searches that have never been searched before
• In 2019, 7% of searches on Google every day are healthcare related**
• According to Google, 1 in 3 physicians click on sponsored listings and roughly 84% of them search condition related
queries, only 16% are pharmaceutical manufacturer terms***
• 95% of HCPs use search across specialties (Kantar)

53. Pay Per Click – The Dawn of Digital
Paid Search (SEM)
• Adds up to 4 spots on top of page
visibility
• More control for keyword targeting
• Increasingly advanced first-party
data for remarketing
• Can be updated in real-time
• Testing conducted for messaging,
landing pages, audience,
geography
Organic Search (SEO)
• Earned position in rankings below
paid ads
• Long-term, long-lasting investment
that grows over time
• ~40% of clicks come from organic
results
• Can target keywords to be included in
content to influence relevancy and
rankings
• Does not require a separate budget
• Amplifies visibility
• Keyword-level
insights
• Audience targeting
• Real-time changes
• Frequent testing
Paid Search
• Foundational visibility
• Page-level insights
• Limited audience
targeting
• Limited short-term
impact
• No ability to A/B test
Organic Search

54. The Search Engine Results Page (SERP)

55. The Search Engine Results Page (SERP)

56. Benefits of Paid Search

57. How It Works

58. Search Captured Active Raisers At Right Time
• Search Engine Marketing (SEM) is a form of digital marketing used to increase visibility and drive users to your
website
• Consumers use keyword searches—or queries—to find content and information related to their interests
• 3.5 Billion searches occur on average per day and 1.2 trillion searches occur every year*
• 16-20% of queries searched are new searches that have never been searched before
• In 2019, 7% of searches on Google every day are healthcare related**
• According to Google, 1 in 3 physicians click on sponsored listings and roughly 84% of them search condition related
queries, only 16% are pharmaceutical manufacturer terms***
• 95% of HCPs use search across specialties (Kantar)

59. Understanding Search Auction
Each time an ad is eligible to appear for a search, it goes through an auction. The auction determines whether or not the
ad shows, and in which position it will serve on the page. The position an ad is shown on the results page is known as ad
rank.
How the auction works:
• When someone searches, the engine finds all ads whose keywords match that search (why SEM bids on keywords).
• From those ads, the system will ignore any that aren’t eligible to serve, such as ads that are targeting a different geo-
location or have been disapproved.
• Of the remaining eligible ads, only those with a high enough Ad Rank may show.
• Most important thing to remember in an auction is that even if the competition bids higher than you, you might still win a
better position on the page at a lower CPC if your keywords and ads are highly relevant (AKA high-Quality Score).

60. Higher QS & use of Ad Extensions allow advertisers to decrease bids/CPCs while remaining competitive
Max Bid
The maximum amount
an advertiser is willing
to pay for an ad click on
a specific query
Quality Score
An algorithmically
determined factor used by
engines as a proxy for
relevancy. Includes
factors such as CTR,
landing page content, ad
relevance, account history,
etc.
Ad Extensions
Supplemental Ad formats which
can be used to bolster a
traditional search ad to include
more robust information (i.e.,
Sitelinks), which also allows the
ad to take up more real estate
on the SERP, pushing
competitors further down the
page.
Ad Rank
Value which determines an
advertiser’s ad position, or
where their ad is shown on
the Search Engine Result
Page
How is Ad Rank Determined

61. Quality Score & Landing Page Experience
Quality Score – A measurement of how useful and relevant the ad will be to the user.
Factors that contribute to Quality Score:
Ad relevancy – how related the ad messaging is to what the user searched for (keyword/query)
Landing page relevancy – how useful is the lander URL to the user, based on how relevant your page content is to
their search query (our keyword) and how well it matches the ad messaging
Expected Click-through Rate (CTR) – Google’s algorithm measures all three factors together to estimate if a user is
likely to click on the ad or not
How important is Quality Score?
While Quality score is determined from all three factors mentioned, a portion of it is based on how Google’s algorithm
measures the relationship, which is never shared with advertisers. Therefore, it should be one of the metrics used to
gauge performance, but never as the main KPI.
Quality Score can give some insight into how effective the ads are to the audience searching as well as your landing
page performance as relevant to what your audience is looking for

62. How Competition Impacts Bids
• When more competitors enter the marketplace, CPCs
tend to increase as competitors bid for the first position
• As a result, budget may be exhausted earlier during the
day since clicks become more expensive

63. Anatomy of Search Ad – Ad Copy Breakdown & Ad
Extensions
Text Ad + Extensions = A Winner
• Larger real estate for the ad, pushes down other competitor ads and organic results, and drawing the user’s
eyes to the large ad
• Ad Extensions only show up for the first ad at the top of the SERP
• Google promotes and recommends using as many extension types as possible, however for Pharma, we
usually use sitelinks and callouts, as the other extension types are not relevant to our clients
Sitelinks
Headline 1 Headline 2
Final URL
Description Line 1
Description Line 2 Callouts

64. Ad Rank Example
Above are 4 advertisers each bidding separately on
the same keyword.
Ad Rank Results
• The search engines reward relevancy in order to
ensure the most applicable results are displayed to
users.
• Relevancy is measured by quality score. Higher
quality scores, indicate that the search engines find
your content extremely relevant. This allows you to
obtain a higher ad rank at a lower bid.

65. Ad Rank Example
Above are 4 advertisers each bidding separately on
the same keyword.
Ad Rank Results
• The search engines reward relevancy in order to
ensure the most applicable results are displayed to
users.
• Relevancy is measured by quality score. Higher
quality scores, indicate that the search engines find
your content extremely relevant. This allows you to
obtain a higher ad rank at a lower bid.

66. In Action

67. Search Ads: Do’s & Don’ts
Do’s
• Identify search queries relevant to the campaign
• Align ad copy with keywords and appropriate landing
pages – search engines favor ads that link to relevant
content
• Identify campaign objectives and actively optimize toward
them (e.g., website engagement, clicks, visibility)
• Spend according to client-approved budget by keeping a
daily pacing document, setting campaign budget caps
and tentpole initiatives
Don’ts
• Run ads on irrelevant keywords
• Link ads to irrelevant pages (example: ad for HCPs
routing to unbranded SBS informational page)
• Neglect optimizing daily (example: adjusting bids,
pausing underperforming ads)
• Overdeliver or underdeliver by not pacing according
to budget

68. • Search Query Reports contain detailed information about current keywords and how well they are
performing against users' search terms. It's vital to optimize your keywords to ensure your ad is being
triggered by relevant search terms.
• These reports can give the SEM team new keyword ideas to implement on active accounts throughout
the portfolio and which keywords to negate if it is irrelevant to the brand.
• SQRs are also extremely useful for keyword research
SQRs: Search Query Reports

69. Audience Targeting on Google

70. 70
Overview:
LinkedIn targeting can target healthcare industries and companies
as a demo overlay. Ads would serve on Bing Ads Network (not
Linkedin).
This tactic will be able to target highly relevant audiences using
LinkedIn profile information within Bing Search Text ads.
Other Benefits
• No incremental costs – targeting layer can be applied with no
additional investment.
• Bid adjustments allow advertisers to bid up or down on audience
buckets to drive further performance efficiencies.
• Performance improvements – audience layering, in conjunction
with keyword targeting and optimization, can improve CTR’s and
ad engagement for SEM campaigns.
• Target Groups of Users Based on:
• Company – over 80K to select from
• Hospitals, Clinics, etc.
• Job Function – 26 to choose from
• Actual role or title within a company (if
available on a user’s LinkedIn profile)
• Industry:
• Hospital & Health Care
• Pharmaceuticals
• Medical Practices
• Financial Investors
• Business Stakeholders
LinkedIn Targeting on Bing

71. Example: Keyword & Campaign Structure

72. Thank You