The document discusses an integrated approach to search marketing. It describes how search marketing has evolved from a focus on individual keywords to prioritizing user intent and quality content. An integrated approach involves technical SEO, website content, content marketing, online PR, and paid search working together. The document provides tips on finding opportunities through analytics, keyword research, understanding user behavior, and following industry news and events.

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AN INTEGRATED
APPROACH TO
SEARCH MARKETING
Marty Hayes,
Digital Director, Venture Stream
@MartyHayes

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ABOUT US
VENTURE STREAM

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WE’RE JUST OVER THE BRIDGE…

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OUR DIGITAL MARKETING APPROACH…
Conversion Rate Optimisation
SEO PPC Email Affiliates Social Content
Strategy Leadership
Analytics

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WHO WE WORK WITH

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WHAT WE’LL COVER
• How search marketing has evolved
• What an integrated approach to search marketing
looks like
• How to look for opportunities in your market

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HOW HAS
SEARCH
MARKETING
EVOLVED?

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GOOGLE PANDA UPDATE
• February 2012
• Panda seemed to crack down on
thin content, content farms, sites
with high ad-to-content ratios, and
a number of other quality issues.
Panda rolled out over at least a
couple of months, hitting Europe
in April 2011
• “Cleaning up the web”
• Panda 4.0 – May 2014
– impacted 7.5% of English-language
queries

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GOOGLE PENGUIN UPDATE
• April 2012
• After weeks of speculation
about an "Over-optimization
penalty", Google finally rolled
out the "Webspam Update",
which was soon after dubbed
"Penguin." Penguin adjusted a
number of spam factors,
including keyword stuffing
• Rewarding high quality sites

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GOOGLE HUMMINGBIRD UPDATE
• September 2013 – Google
officially unveils the first major
algorithm upgrade in 3 years
– Previous version, ‘Caffeine’ was built
to better index websites in search
results
• Hummingbird affected about 90%
of Google searches
• Targeting longer, more complex,
conversational search queries
• Google attempting to understand
intent and meaning
• A shift in the landscape

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THE IMPACT OF HUMMINGBIRD
Pre-Hummingbird
• Individual keyword targeting
possible
• Little evidence of context
• Little correlation between
search query intent and
video
• Keyword / index focussed
Post-Hummingbird
• No longer optimise solely
for key words or phrases
• Context is key
• Content needs to be
created to meet user intent
• Audience focussed

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ACQUIRING LINKS
• Link A
• Link B
Website 1
• Link A
• Link B
Website 2
• Link A
• Link B
Website 3

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"If there is a link selling site and they get
caught for selling links, and they just happen
to be linking to you, the value of that link that
the site was providing, it just goes away”
» Matt Cutts, Head of Webspam, Google

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EARNING LINKS
• Link A
• Link B
Website
1
• Link A
• Link B
Website
2
• Link A
• Link B
Website
3
• Link A
• Link B
Website
1
• Link A
• Link B
Website
2
• Link A
• Link B
Website
3

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“This is the beginning of the
journey to brands becoming more
like publishers”.
» Hamish Priest, Global Media Categories &
Partnerships, Dove, Unilever.

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WHAT DOES AN
INTEGRATED
APPROACH TO
SEARCH
MARKETING
LOOK LIKE?

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Search
Marketing

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NOW: DIGITAL SILOS
Organisation DIGITAL

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FUTURE: AUTHENTICALLY DIGITAL
ORGANISATION
Thanks,
Koven!
A layer of
digital
throughout
the
organisation.

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SEARCH MARKETING LANDSCAPE
Search Marketing
Technical
SEO
Website
Content
Content
Marketing
Online PR
Paid
Search

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TECHNICAL SEO

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LAYING THE FOUNDATIONS FOR SUCCESS
Technical SEO
Search Marketing

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WHAT DOES ‘TECHNICAL SEO’ MEAN?
Site
Architecture
URL
Structure
Webmaster
Tools
Sitemaps
Meta Robots Pagination
Geo-
Targeting
Response
Status Codes
Site Speed
Image
Optimisation
Rich
Snippets
Authorship

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WEBSITE CONTENT

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WEBSITE CONTENT: 2 DISTINCT TYPES
Page Elements
(Meta)
URL
PageTitle
Meta Description
Page Content
(Body)
H1 Heading
Body Content
User Generated
Content

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PAGE ELEMENTS (META)

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PAGE ELEMENTS (META)
PAGETITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.

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PAGE ELEMENTS (META)
URL
This includes your domain name and page
name. It should reflect the content of the page
accurately, and be search-engine friendly.
PAGETITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.

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PAGE ELEMENTS (META)
URL
This includes your domain name and page
name. It should reflect the content of the page
accurately, and be search-engine friendly.
PAGETITLE
Your Page Title should be unique to that page
and reflect the key themes of it. Keyword
research should be undertaken to optimise
Page Titles as they are a key ranking factor.
Each one should be around 65 characters in
length.
META DESCRIPTION
Although not a ranking factor, a meta
description has the potential to encourage
users to click on your site via a well-written,
unique, conversion-optimised description. It
should be fewer than 150 characters, include
your USPs and a clear call to action, where
appropriate.

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PAGE CONTENT (BODY)
BODY CONTENT
Each page should have an
appropriate amount of well-
written, informative body
content in order to answer
user questions and encourage
them to find out more
SEO should be your
secondary concern, with user
experience and conversion
optimisation your primary
H1 HEADING
One of the most important on-
page SEO ranking factors
Should be a single, unique,
well-optimised H1 Heading
per page
Keyword research should help
to inform the wording of the
H1 Heading
.
USER GENERATED
CONTENT
Search engines (and users)
value user generated content
as it provides freshness to
pages in the language of site
users
Examples of UGC include:
Reviews
Questions
Answers
Comments
Images
.

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CONTENT
MARKETING

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"Your customers don't care about you, your
products, your services… they care about
themselves, their wants and their needs.
Content marketing is about creating
interesting information your customers are
passionate about so they actually pay
attention to you".
– Joe Pulizzi, founder of the Content Marketing Institute

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WHAT IS CONTENT MARKETING?
Search
Social
MediaPR
CONTENT

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HOW DO I GET STARTED?
Understand
User Needs
Understand
User
Behaviour
Create
Content

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WHAT SHOULD MY CONTENT DO?
Educate
Inform
Entertain

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SEVEN-STEP GUIDE TO SUCCESS

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CONTENT MARKETING IDEAS
Competitions Infographics Q&A
Interviews
Interactive
Media
Videos
Images Articles Social

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AUTHORITATIVE INFOGRAPHIC EXAMPLES

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ONLINE PR

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SHOUT ABOUT WHAT YOU’RE DOING

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ONLINE PR OPPORTUNITIES
Good News
Stories
Exhibitions Collections
Local
Community
Promotions Competitions
Innovation Outreach News Jacking

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PAID SEARCH

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WHAT DOES PAID SEARCH LOOK LIKE?
PAID
PAID
PAID
ORGANIC

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NATURAL HISTORY MUSEUM

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MUSEUMS IN NEWCASTLE

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PAID SEARCH TAKEAWAYS
CPC CTR
Quality
Score
Landing
Page
Tactical
Campaign
Led
Brand
Building
Visibility
ROI
Driven

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HOW CAN I LOOK
FOR
OPPORTUNITIES
IN MY MARKET?

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OPPORTUNITIES ARE EVERYWHERE…
Website
Analytics
Keyword
Research
User
Behaviour
Industry
News &
Events

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WEBSITE
ANALYTICS

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GOOGLE ANALYTICS
• Dashboards
• Real Time
• Audience
– Demographics &
Interest Reports
• Acquisition
• Behaviour
• Conversions

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KEYWORD
RESEARCH

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KEYWORD RESEARCH
• Your product
• Your service
• Your website
• Your web page
• Location
• Language
• Search volume
• Search volume trends

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USER BEHAVIOUR

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USER BEHAVIOUR
• Offline data
• Online data
• User testing
• User surveys
• User feedback
• Focus groups

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INDUSTRY NEWS &
EVENTS

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INDUSTRY NEWS & EVENTS
• Conferences
• Events
• News stories
• Emerging technology
• Thought-leaders
• Innovation

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KEY TAKEAWAYS…

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REMEMBER…
• There’s never been a better time to be a brand
• Search marketing is about the user; their wants and intent –
forget about Google and their algorithms
• Content really is king
• You already have most of the tools you need to succeed
– A great ‘product’
– Deep understanding of the subject matter
– Understanding of the user
• Digital and search marketing should be integral to your
organisation – break down the silo

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WHAT WE'VE
(HOPEFULLY) COVERED
• How search marketing has evolved
• What an integrated approach to search marketing
looks like
• How to look for opportunities in your market

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AN INTEGRATED APPROACH TO SEARCH MARKETING
Search Marketing
Technical SEO
Website Content
Content Marketing
Online PR
Paid Search
ORGANISATION
ORGANISATION

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VENTURE STREAM
ONLINE – venturestream.co.uk
EMAIL – marty@venturestream.co.uk
TWITTER - @MartyHayes