More Related Content Similar to Digital nashville beyond keywords v3 (sak) Similar to Digital nashville beyond keywords v3 (sak) (20) 4. Proprietary & Confidential 2010 © Be Found Online, LLC
Universal Search Continued
• Live Twitter Feeds
• Book Search
• Image Search
• Search Suggestions
5. Proprietary & Confidential 2010 © Be Found Online, LLC
Which Solution Is Right
for You?
Campaign
• Paid Search
• Local/Universal Search
• SEO
Benefits
• Quick implementation
Immediate results
• Targets a local/niche
audience
• Affordable SEO value
• Long-term benefits
Long-term value
7. Proprietary & Confidential 2010 © Be Found Online, LLC
What is SEO?
A. Manipulating the on-site and off-site elements
of a web page
B. Improvingrankings on the organic
search engine results pages for
a given set of keyword phrases
C. Cracking a search engine
algorithm
D. All of the above
8. Proprietary & Confidential 2010 © Be Found Online, LLC
What is an Algorithm?
• A set of factors that search
engines consider when
ranking content for a
particular keyword
• Factors can be on-site, like
keywords, or off-site, like
inbound links
• Search engines change their
algorithms often to improve
search results and minimize
spam
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Algorithms in Action
Authority sites like Wikipedia rank high. Google likes
trusted sites.
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Where Can You Place
Keywords?
Page Title
Header
(H1)
Navigation
Content
Products Active Ingredients
Alt Text
URLs
11. Proprietary & Confidential 2010 © Be Found Online, LLC
Where Else Can You Place
Keywords?
Directories
Industry News Sites
Blogs
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What is Link Building?
Acquiring inbound links to your content, products, services
Acquisition Tips
Acquire Relevancy, Not Rank Identify target terms
Deep Links
Study your network
OpenSiteExplorer.com
Content marketing
14. Proprietary & Confidential 2010 © Be Found Online, LLC
What is Content Marketing?
The art and science of creating and freely sharing digital media
• Building brand equity
• Fostering consumer trust
• Crowding results spaces, bolstering search rankings
• Leveraging social networks
• Driving consumer prospects to websites
16. Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #1
Local Search Results
• Google pulls local listings
from Google Places when
you search with a
geographic qualifier
• Primarily B2C
17. Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #2
Personalized Search
• When signed into
Google, Google knows
past search history and
ISP location to serve
tailored results.
19. Proprietary & Confidential 2010 © Be Found Online, LLC
Trend #4
Shift in Search Engine Market
Share
Bing Overtakes Yahoo! As the #2 U.S. Search Engine
But Yahoo is showing Bing results now, so
Google’s market share is less stable.
20. Proprietary & Confidential 2010 © Be Found Online, LLC
So What is SEO Again?
SEO is not just about making a great
site, it’s about putting relevant
content wherever the user may
be. It’s about eVisibility
• Viewing a home page
• Reading a blog
• Scanning review sites, image site, video sites
• Chatting on Facebook
• Looking at a job description
• Reading a press release on a news site
22. Proprietary & Confidential 2010 © Be Found Online, LLC
What is Local Search?
• Local Search targets specific geographic
locations through paid and organic tactics
One Location Multiple Locations
24. Proprietary & Confidential 2010 © Be Found Online, LLC
Local Search 101
Local Search Results
Local Search Results
Local Paid
Search
Listings
Local Submit
Listings
28. Proprietary & Confidential 2010 © Be Found Online, LLC
Distribution Trends
• Google Still on Top
• New Distribution Partners
2
Find a reliable
mechanic
Purchase a digital
camera
Google has Substantial Local Volume
• 1 in 5 queries on Google.com is Local in nature
• 1 in 3 queries on Google mobile is Local in nature
• Google Maps has 49% Market Share US
• 1M hours are spent browsing Maps and Earth every day
• 100M monthly users on Google Mobile Maps
29. Proprietary & Confidential 2010 © Be Found Online, LLC
Measurement of Local
• Difficult to Track
–Real Addresses
–Real Phone Numbers (no tracking!)
–User intent is offline
• Local Search Analytics is Rare
–Few local search engines or IYP’s provide analytics
unless you are using paid products
• Ranking & Inbound Traffic
–Rankings can be tracked
–Inbound traffic can be measured using Analytics
30. Proprietary & Confidential 2010 © Be Found Online, LLC
Channel Activation
• Self - Identify sites & get to work
• Service Provider – Pay the fees
(modest) and save some time
• AHA’s&Gotcha’s
–CitySearch & Yelp do not support feed
based updates. Translated: DIY
–Google Places allows you to respond
to reviews
–Find niche review sites – check your
competition on Google Places
32. Proprietary & Confidential 2010 © Be Found Online, LLC
The Lingo
• SEM (Search Engine Marketing)
–PPC, Paid Search, Sponsored Search, Search Ads,
The best thing since sliced bread
• The Platforms
–Google Adwords
–Yahoo Search Marketing
• Panama
–Microsoft AdCenter
• No longer MSN!
Paid
Search
33. Proprietary & Confidential 2010 © Be Found Online, LLC
Account Structure &
Organization
• Campaigns
– Budget Control
– Targeting Control
– Primary Settings
• Ad Groups
– Ad Copy
– Keyword Groupings
• Keywords & Targets
– Keywords
• Phrases
• Negatives
– Placements
– Categories
– Audiences (remarketing)
34. Proprietary & Confidential 2010 © Be Found Online, LLC
Keyword Strategy & Process
Step 1: Keyword Research
• Utilize multiple keyword
research tools
Top category terms
Competitive university analysis
Top volume keywords
Common iterations
• Combine onsite analytics
Site search data
Organic keyword data
Paid
Search
35. Proprietary & Confidential 2010 © Be Found Online, LLC
Keyword Strategy & Process
Step 2: Keyword
Refinement
Develop campaign structure
Merge & de-dupe keyword lists
Develop base category & product
keywords
Expand base keyword lists with
iterations & modifiers
Identify obvious negative
keywords
Idemtiffy commin misspelings
Search query reporting
Expand & Segment Match types
Broad, phrase, exact
Step 3: Keyword/Ad
Group Assignment
Assign keywords by campaign and
category
Assign Ad Copy & Keyword
Insertion
Research
Refine
Assign
Paid
Search
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Ad Copy Strategy
• Prequalification
• Strong calls to action
• Value proposition
• Offers
37. Proprietary & Confidential 2010 © Be Found Online, LLC
Bid Management Types
• Rules Based
• Portfolio Based
• ROI Strategies
–ROAS Maximization
–CPA Targets
Bid Management Examples
38. Proprietary & Confidential 2010 © Be Found Online, LLC
Rules Based Bidding
• Thresholds
–Last 7 days vs last 30 days
• Changes by seasonality
• Scope
–Brand vs Product Keywords
–Priority Keywords
• Values
–Optimize based on Average Position, ROAS, CPC, CPA,
CTR, Quality Score.
• Actions
–Bid Changes, Bid Pausing, Alerts
40. Proprietary & Confidential 2010 © Be Found Online, LLC
Typical Publisher Allocation Strategy
• Google still King
•MicroHoo Means Business
• Test early
• Stay fluid
• Microsoft adCenter is the
new 2nd platform
Paid
Search
41. Proprietary & Confidential 2010 © Be Found Online, LLC
93M Unique Searchers
12.1% Share
1.9B Monthly
Searches
118M Unique Searchers
18.3% Share
Monthly
Searches2.9B 158M Unique Searchers
30.4% Share
Monthly
Searches4.8B
Source: comScoreqSearch May 2010
Paid
Search
The Search Alliance Brings
Overall Growth in U.S. Search Share
42. Proprietary & Confidential 2010 © Be Found Online, LLC
Social Ads vs Search Ads
• Social PPC Similarities
–CPC Buys
–Text Ads
• Differences
–Paid Search Targets Keywords
–Facebook Ads Target People
43. Proprietary & Confidential 2010 © Be Found Online, LLC
Facebook Ads Targeting
Target to exact
audience
•Gender: male & female
•Age: 20 - 50
•Location: Chicago metro
area, WI, IN, MI
•Interests: banking,
investments, insurance,
accounting, law
•Education:
Undergraduate degree
Separate ads for
separate age groups:
20 – 30 yrs: enhance
standing, promote
within
40 – 50 yrs:
start own financial
planning business
Point ads to website
landing page or
DePaul’s Facebook
page
Promote open
houses and other
events
Add image for brand
recognition
Estimated $1.46 per click
44. Proprietary & Confidential 2010 © Be Found Online, LLC
LinkedIn DirectAds
Targeting
Target to exact
audience
•Age: 25-54
•Location: IL, MI, WI,
IN
•Industry: Finance
Can target job
function and
seniority
Tailor ads to
banking,
insurance,
financial services,
etc.
Add image for
brand recognition
47. Proprietary & Confidential 2010 © Be Found Online, LLC
What Can I Measure?
• Campaigns
• Event Tracking
• Site Search
• SEO/SEM
• Custom Data
• Goals
50. Proprietary & Confidential 2010 © Be Found Online, LLC
Site Search
No science and no rockets, this simply tells us
what users type into the on-site search box.
Editor's Notes Distribution List – 60+ Sites 28 The Search Alliance provides you with an opportunity to achieve more clicks and engagements with your potential customers through a unified search marketplace delivering a sizable volume of 4.8 billion monthly searches and a 30.4% search share in the U.S.
