Introduction to search_marketing
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Presentation from SES New York 2011.
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Introduction to search_marketing
- 1. Introduction to Search Engine Marketing Bill Hunt Back Azimuth Consulting SES New York 2011
- 5. Paid Search Organic Search
- 6. Universal Search News! Wikipedia YouTube! Reseller Reviews Blog! Corporate Site Apple iPhone Paid Ads
- 7. Video Content Real Time Search News Content
- 8. Personalised search Personalised search delivers results based on the things you’ve searched for on Google and the sites you’ve visited. “ “ Google - December 2009
- 11. Search Engine Optimization Making changes to your site to ensure it maximizes the key elements used by search engines to score and rank pages
- 16. 4 Fundamentals of SEO
- 17. Indexability Ensuring that all of the pages on your site are able to be detected and indexed by the search engines.
- 25. Barrier Checking Tool FireFox Webmaster Tool https://addons.mozilla.org/en-us/firefox/addon/web-developer/ Check for cookies, page size, JavaScript and other key barriers
- 27. Site Speed Testing Example Test indicates multiple areas of improving load speed
- 28. Sessions on Indexing Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm SEO 101 Wednesday 9:30am Technically Speaking Wednesday 3:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm Work Effectively with your IT Department Thursday 2:00pm
- 29. Relevance Ensuring that your pages are relevant to the query by placing keywords in locations that send strong signals to the search engines.
- 31. Relevance Competition 1 2 3
- 32. How a user sees a website
- 33. How a spider sees the site
- 35. Optimal Keyword Locations Illustrated Overlay Source: SEO xRay from SEO for FireFox tool bar
- 36. Optimal Keyword Locations Overlay Source: SEO xRay from SEO for Firefox toolbar
- 38. Titles Serve a Dual Purpose <title> IT Services: Offerings: TCS </title>
- 39. Monitor Dup Title Tags – GWT
- 43. “ THE ” Cisco LAN Switches Page 1 mention of “lan switches”
- 44. Cisco vs. Top 3 SEO for FireFox or WebCeo
- 45. Optimize Templates for Scale & Global Reach Sony.de Sony.fr Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
- 48. Sessions on Relevance Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm Developing Great Content Today at 3:00pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Creative Keyword Research Thursday 12:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm
- 49. Authority Ensuring that your pages are considered relevant and authoritative by other authoritative sites via links and anchor text.
- 51. Votes – website backlinks Internal web pages Externally linked web pages A webpage with little or no authority A webpage with some authority A webpage with lots of authority
- 58. Link Popularity Analysis - Tools Subscription based tool from SEOMoz that gives you all of the details you need to analyze both a site or an individual page for link authority and link opportunities.
- 59. Link Popularity Analysis - Tools MajesticSEO – www.majesticseo.com Also a subscription-based too that allows for site and page level link analysis.
- 62. Develop Content to Satisfy Needs How To related searches 80,000 monthly
- 66. Link Quality Worksheet http://ontolo.com/link-building-tools/link-building-worksheets
- 68. Start with Google Review the top positions for key phrase and what links do they have!
- 69. Press Releases Prime the Pump Release sent via digital announcement – 11,300 sites pick it up and reference “exact” title of release – resulting in 100,000 references to “free online photo editor” in less than 3 months
- 75. Sessions on Authority Session Name Data/Time Intro to Information Retrieval on Web Today 1:30pm Basics of Link Building Today 4:15pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Search, PR & Social Butterfly Thursday 3:15pm
- 76. clickability Ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks.
- 78. Review your Snippet Periodically
- 81. Search Engine Marketing Paid Search is matching highly relevant ads to specific search queries and only paying when the searcher actually clicks on the ad.
- 86. The basic anatomy Paid Search Campaigns Ad Text Keywords “ best banking software ” bank software [banking software] -cheap Ad Management Tool Banking Software Campaign Ad Groups Ad Groups Ad Groups Ad Groups
- 87. Create an effective campaign Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successfulcampaign
- 90. Exact Match Example Ad will only appear for one of these queries
- 92. Example – Selling Dog Food pets buy dog food Purina dog chow vet dogs canned dog meals dog food recipes
- 94. Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Catch your customer’s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.
- 95. Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us
- 97. Map your keywords to the buy cycle Search Users searching for solutions Awareness crm software crm software solutions crm software case studies Understand searcher intent to maximize their need to our content Interest Consider Purchase crm software vendors crm software consultants Automotive crm software IBM crm software best crm software crm software reviews crm software sale crm software wholesale crm software
- 98. Align Creative to Buy Cycle Search Example Keywords: Awareness Business printing Stages of the Buying Cycle Interest Consider Purchase Varieties of Laser printers Laser printing comparison HP LaserJet Printer Example Creative:
- 102. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates
- 103. Including Multiple Ads Use multiple ads to test messages and see which on works best
- 105. AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time
- 107. Ads on Relevant Videos Place Text Ads on Videos
- 108. Integrating Paid & Organic Search [Co-Optimization]
- 113. Keyword Research
- 115. Generate Keyword Review Matrix Initial Keyword Research gives you related words Number of searches last month. How is are the words performing elsewhere Research? Purchase? Service? Good word? Bad? Issues? Recommend Landing page URL Keyword Related Keyword Demand Rank Data CPC Site Search Type Comments PLP diabetes 375,567 diabetes supply 58,731 Diabetes symptoms 48,148 Diabetes diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038 Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes information 17,345 Juvenile diabetes 17,125
- 117. WordTracker Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. - www.wordtracker.com
- 118. Keyword Discovery Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects - www.keyworddiscovery.com
- 119. Google Keyword Results Select what you want and “download” to Excel or CSV
- 121. Brand Awareness via need 97,880 related searches
- 123. Digital Shelf & Digital Content Optimization
- 127. Measuring Success
- 128. Organic Diagnostic Metrics Key Metrics Description Pages in Index By understanding how many pages you have in the index any increases or decreases can show improvement or problems Pages in Top 5 By understanding how many pages in the top 5 will help identify changes in the algorithm and on your site Traffic from Search Engines By understanding the traffic volumes from search engines you can detect problems in specific engines
- 129. Organic Performance Metrics Key Metrics Description Traffic by keywords Measure increased traffic volumes for each keyword to demonstrate the impact of specific optimization activities Conversions Measure conversions of visitors from organic search PPC vs. Organic Traffic Measure the collective traffic from paid and organic search. Analyze on a keyword level to find opportunities for improvement and cannibalization
- 130. PPC Performance Metrics Key Metrics Description Click Rate by keywords Measure click rate of paid search terms. The higher the rate the more relevant the message Bounce Rate What percentage of search visits did your page not connect with the searcher? Conversions Measure conversions of visitors from PPC visits. Average Cost Per Click What is the average cost per click across all of our words Cost Per Sale or Action What is it actually costing us to acquire a new customer?
- 135. Thank You. eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.com Site: www.back-azimuth.com Preso: http://www.slideshare.net/billhunt www.whunt.com/sesnyc
Editor's Notes
- The first step is to see if you can and are being indexed by the search engines. Indexing is like buying lottery tickets – without a ticket you have no chance of winning.
- To test how many pages you have indexed in the search engines you can use the “site operator code” which tells you how many pages Google has for a specific site. The same operator works for all engines. If we take IBM for example, for the root domain they have over 36 million pages indexed in Google and yet when we do the same test in Bing there are only 1.1 million pages. When you have this much of a gap it is important to validate the real number and then troubleshoot why there is such a wide gap in inclusion.
- Understand the searchers need and offer content to meet that need
- Clickability is the process of ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks. Clickability is the often overlooked part of SEO. It is an area where you can look like a her fairly quickly by finding listing that are not compelling or action oriented, updating the description and reaping exponential click rates.
- Brainstorming words are your starting point. We take these top-level, general keyword phrases and use them as the basis of the next set of actions.