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Michael Collins - TravelMedia.ie - TBEX Europe 2018 Presentation - How to win at SEM - Search Engine Marketing
This document provides tips on how to win at search engine marketing (SEM). It emphasizes the importance of search engine optimization (SEO) and ongoing content creation and social sharing. Key points include focusing on technical SEO basics, keyword research, unique content optimized for intent, understanding search trends like prioritizing mobile and site speed, and segmenting traffic sources like image search. Ongoing optimization is important as Google's algorithm and competitors evolve constantly.
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Michael Collins - TravelMedia.ie - TBEX Europe 2018 Presentation - How to win at SEM - Search Engine Marketing
- 2. How to Winat SEM Search Engine Marketing Friday 27th July 2018 TBEX Europe 2018, Ostrava, Czech Republic @travelmedia_ie #TBEXOstrava2018
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- 5. Ask Questions? No stupidquestions? No experts. This is my experience.
- 11. Position 1 and2 33% and 17% = 50%
- 12. SEO and SEMv PPC SEO / organic first – CAPITAL SPEND AdWords / PPC second – ONCE OFF SPEND AdWords is your safety net, SEO and Content Marketing is where you need to be investing, not PPC.
- 13. • Technical sideof SEM. The basics. Get right first. • Sitemap up-to-date, match urls. • do not follow/index tag/Google (crawl). developers, not SEO. • site speed, 3 seconds, mobile (July 2018, penalty). • 404 errors/broken link, re-direct loops. • server errors. secure site, https • plug-ins up-to-date (Google security threat). WordPress, Yoast (Moz, Search Console, speed). • duplicate content, duplicate urls, meta info. • missing meta-descriptions. • Google Analytics and Search Console not linked (Webmaster Tools). • monthly ‘search visibility’ stats. SEO
- 14. • Content, Content,Content. • SEM. Create truly unique content to be found in organic search. • Keyword research. Everything starts with keyword research. • Keyword decisions. Balance. Long-tail versus competitive terms. Site authority. • Answer questions. Why do people go to Google? Natural language. Voice search. • Snippets. Position 0/zero. • Position #1 = 33%. Voice 100%. One answer. • Voice. Trojan Horse. You are being listened to. Big brother. Google/FB/Alexa. • Google loves lists? SEM
- 15. • Pop-quiz. Biggestsearch engine in the world? • Google. 2nd biggest. • YouTube. Who owns YouTube. • Google. • YouTube. No technical SEO. • Simple on-page SEO. No site SEO. • TubeBuddy SEO browser plug-in for YouTube. SEM
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- 18. insert screengrab ofYT channel 100,000 views, one week
- 19. insert screengrab ofYT channel Keyword research
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- 24. TMB – TropicalMedical Bureau
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- 27. • SEO/SEM ephemeral,a moveable feast. • Your content is changing all the time. • The Google algorithm is changing all the time. • Competitors will fight back. • Ongoing task. You don’t optimise a page once. • Social sharing is important. Ongoing. Keep driving traffic. • Key to winning at SEM is ongoing social sharing. • Re-post and re-publish, again and again and again. SEO / SEM
- 29. published social sharing nosocial, moved to search 1. sharing 2. tagging 3. editing, updating the blog 4. re-publishing the blog 5. adding SEO friendly content, i.e. video
- 31. Post TBEX Tagged 60 50Engaged
- 33. STS video -jump to 02.00 https://youtu.be/W3oyXFF_oDQ
- 35. Current Trends SEM Tips Whatto Watch
- 36. Search ‘Intent’ • Googleis getting better at understanding ‘intent’. • No keyword stuffing. Avoid at all costs. • Importance of related content to signal relevancy to searchers intent. • Silo, link related/relevant content. • https://www.searchenginejournal.com/google-algorithm- history/hummingbird-update/
- 37. CMS & plugins KeepCMS & plugin versions up to date to prevent potential hack. We’re also recognizing the importance of robust content management systems (CMSs). A large percentage of websites are run on one of several popular CMSs, and subsequently spammers exploited them by finding ways to abuse their provisions for user-generated content, such as posting spam content in comment sections or forums. We’re working closely with many of the providers of popular content management systems like WordPress and Joomla to help them also fight spammers that abuse their forums, comment sections and websites.
- 38. https: • Chrome browseradding a warning, in Google/search results. ‘can’t guarantee this site is secure’.
- 39. Site Speed • Sitespeed penalty for slow sites – now applies to mobile (July 2018). https://webmasters.googleblog.com/search/label/speed • AMP for publishing sites - https://www.ampproject.org/ - serves articles faster. Is now much further along in terms of development and ironing our bugs etc. (news sites, less dev input, slow internet connectivity). • AMP – accelerated mobile pages. Google goal ‘better fast mobile pages’. • Glue, Yoast plugin for AMP.
- 40. Mobile 1st • Googleindex is now ‘mobile 1st’. (SERP results). • Desktop is now 2nd. Algorithm built around mobile sites. • This roll out has accelerated over recent months and is now almost complete. • Notifications appear in Search Console when it has been applied to a site. https://search.google.com/test/mobile-friendly
- 41. image search segmentedout in GA • Google is rolling out an update to the referral source URLs for Google Images to show traffic to your site coming from Google Image search separately to Web search. This data will be available in GA (in a few months) • Some image search info already available in Search Console. • That traffic will be segmented out in GA. • Positive/useful segmentation. Ringfence assets.
- 42. https://haveibeenpwned.com/ How secure isyour email?
- 43.
Editor's Notes
- #10 They all affect each other. Symbiotic relationship. PPC can canabalise SEM/SEM. SEM is the umbrella term for SEO/PPC. SEM won’t work if SEO is a mess.
- #11 I am a fan of PPC. PPC is your safety net, if your SEM is not working. Capital investment versus once-off spend. AdWords/PPC can cannibolize organic.
- #13 Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- #14 Google are rolling out a ranking penalty for slow sites this month. Yoast great at on-page SEO for a blog post, not for the over-all site. SEO is the technical side of SEM. SC, search console.
- #15 Google are rolling out a ranking penalty for slow sites this month. Yoast great at on-page SEO for a blog post, not for the over-all site. SEO is the technical side of SEM.
- #16 Distribute content on the website, your blog and also YT.
- #25 SEO and SEM at play here.
- #26 SEO, static content. SEM, time sensitive/dynamic content = important to share, social media. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- #27 Before edit this PowerPoint template: Please Make sure required fonts installed (this presentation use: League Gothic and Museo) This is a Master file, Just in case you made some modifications, please Save As this file with new file name. -------------------------- Let’s start editing file… HOW TO (also available in documentation file): Changing the background image: Click the view menu > slide master > insert > picture > select preferred ‘background.jpg’ Insert Background image in the first page of Slide master> Right Click > Send to Back (Note: All elements images are inside ‘images’ folder) Insert a Logo: For better logo quality and avoid the white block, logo should be in *.png format Click the view menu > slide master > insert > picture > select logo, put your logo in desirable area, in the first page of slide master and cover slide. Or you can insert logo in preferred slide by go to insert menu > picture > select logo. Implement Layout Template into a slide: Add new Slide (Ctl +M), Right Click on the new slide > Right Click > Select Layout > select Desirable Template Insert and Edit Date Go to View > Slide Master > Insert > Date and Time > Checklist the date > Select Update automatically or Fixed > Apply to all or Apply in current slide. -------------------------- Animated Image or Text Click the text box or images that you will be modifying, then choose "Custom Animation" from the drop-down list under "Slide Show" on the top menu bar. An area will open up on the right-hand side of the window. -------------------------- Slide Transition All slide using ‘Fade Smoothly’ Transition -------------------------- Title Slide This Slide use “Title Slide” on Master Slide View. The background images can be found in “images” folder named “background.jpg” “Socialita Agency” is an image because it’s difficult to get big size font on ppt, you can found in PSD folder named “cover_tittle.psd” You can add elements or icons in “images” folder Tittle Text: You can modify it, change color, rotate, etc. button_star.jpg” -------------------------- Social Media Icons: http://www.webdesignerdepot.com/2010/08/buddycons-vector-social-media-icons/
- #28 Google are rolling out a ranking penalty for slow sites this month. Yoast great at on-page SEO for a blog post, not for the over-all site. SEO is the technical side of SEM.
- #36 Understanding evolution of ‘search intent’. Keyword stuffing to be avoided at all costs. Importance of related content to signal relevancy to searchers intent. https://www.searchenginejournal.com/google-algorithm-history/hummingbird-update/
- #37 Understanding evolution of ‘search intent’. Keyword stuffing to be avoided at all costs. Importance of related content to signal relevancy to searchers intent. https://www.searchenginejournal.com/google-algorithm-history/hummingbird-update/
- #38 Keep CMS & plugin versions up to date to prevent potential hack We’re also recognizing the importance of robust content management systems (CMSs). A large percentage of websites are run on one of several popular CMSs, and subsequently spammers exploited them by finding ways to abuse their provisions for user-generated content, such as posting spam content in comment sections or forums. We’re working closely with many of the providers of popular content management systems like WordPress and Joomla to help them also fight spammers that abuse their forums, comment sections and websites.
- #39 Keep CMS & plugin versions up to date to prevent potential hack We’re also recognizing the importance of robust content management systems (CMSs). A large percentage of websites are run on one of several popular CMSs, and subsequently spammers exploited them by finding ways to abuse their provisions for user-generated content, such as posting spam content in comment sections or forums. We’re working closely with many of the providers of popular content management systems like WordPress and Joomla to help them also fight spammers that abuse their forums, comment sections and websites.
- #40 Site speed penalty for slow sites – now applies to mobile (July 2018) - https://webmasters.googleblog.com/search/label/speed AMP for publishing sites - https://www.ampproject.org/ - serves articles faster. Is now much further along in terms of development and ironing our bugs etc.
- #41 Google index is now ‘mobile 1st’ - https://search.google.com/test/mobile-friendly this roll out has accelerated over recent months and is now almost complete. Notifications appear in Search Consloe when it has been applied to a site.
- #42 Google index is now ‘mobile 1st’ - https://search.google.com/test/mobile-friendly this roll out has accelerated over recent months and is now almost complete. Notifications appear in Search Consloe when it has been applied to a site.