Search Marketing Overview, Process & Measurement
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Corey Morris gave a presentation on search marketing, strategy development, pay-per-click advertising, search engine optimization, and web analytics. He discussed key concepts for each topic, including how search engines have evolved over time, developing goals and personas, managing PPC campaigns and measuring performance, on-page and off-page SEO factors, and using Google Analytics for audience, acquisition, behavior, and conversion metrics. Morris also outlined his processes for managing PPC accounts, optimizing on-page SEO, external SEO factors, and reviewing analytics regularly.
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Search Marketing Overview, Process & Measurement
- 2. Search Marketing Overview, Process & Measurement COREY MORRIS VICE PRESIDENT OF MARKETING VOLTAGE
- 3. About Me ◦ Vice President of Marketing ◦ 14 Years in digital marketing ◦ KC Search Conference founder ◦ VP on global board of SEMPO ◦ VIP Contributor to Search Engine Journal ◦ Former KC tech radio personality @coreydmorris
- 4. Voltage ◦ Digital agency ◦ Focus on branding, web & digital marketing ◦ Founded in 2001 ◦ Based in Kansas City’s River Market, Downtown @coreydmorris
- 5. Time to meet the search engines
- 6. The search engines in 2001 @coreydmorris
- 7. The search engines in 2005 @coreydmorris
- 8. The search engines in 2009 @coreydmorris
- 15. Google Algorithm Updates ◦ The Google Dance ◦ 500+ updates/year ◦ RankBrain took over ◦ Context, not keywords @coreydmorris
- 17. @coreydmorris
- 18. Strategy Development ◦ Discovery ◦ Persona development & audience research ◦ Competitor research ◦ Define goals & measurement plan @coreydmorris
- 19. Personas & The Customer Journey Talking points @coreydmorris
- 20. @coreydmorris
- 21. @coreydmorris
- 22. Goals & Measurement ◦ What are the key performance indicators (KPIs)? ◦ Tools to measure KPIs ◦ Google Analytics ◦ Google Search Console ◦ Bing Webmaster Tools ◦ Heat mapping tools ◦ Visitor intelligence tools ◦ Third-party reporting platforms ◦ Enterprise PPC platforms @coreydmorris
- 23. Now, drilling down into pay-per-click advertising
- 24. PPC Concepts ◦ How it works ◦ The networks ◦ Campaign management ◦ Performance metrics ◦ Bonus tips ◦ My process @coreydmorris
- 25. How It Works ◦ Live auction CPC or CPM ◦ Ad types ◦ Text CPC ◦ Display CPC, CPM ◦ Shopping ◦ Remarketing/retargeting ◦ Programmatic ◦ Predictive ◦ Ad networks & management platforms @coreydmorris
- 26. @coreydmorris
- 27. @coreydmorris
- 28. @coreydmorris
- 29. Campaign Management ◦ Account setup ◦ Landing & thank you pages ◦ Optimization ◦ Match types ◦ Budgets and bids ◦ Quality scores @coreydmorris
- 30. Performance Measurement Primary metrics ◦ Cost ◦ Conversions ◦ Clicks ◦ Impressions ◦ Average position ◦ Click through rate ◦ Conversion rate @coreydmorris
- 32. Bonus: Advanced Topics ◦ Ad groups & match types ◦ Ad testing ◦ Sneaky settings @coreydmorris
- 33. @coreydmorris My Process ◦ Daily ◦ Account touch looking at stats and for red flags ◦ Weekly ◦ Match type updates ◦ Keyword additions and subtractions (negative matching) ◦ Monthly ◦ Quality score review & optimization ◦ Ad A/B testing rotations @coreydmorris
- 34. Let’s tackle search engine optimization
- 35. SEO Concepts ◦ How it works ◦ Indexing & technical ◦ On-page (relevancy) ◦ External influences (authority) ◦ Performance metrics ◦ Bonus: advanced strategies @coreydmorris
- 36. How it Works ◦ Search engines index content ◦ Rank on a topical basis for relevancy & authority ◦ Over 200 variables in ranking algorithm ◦ Not all are known and they are weighted differently ◦ White hat vs. black hat tactics @coreydmorris
- 37. Indexing & Technical ◦ Robots.txt ◦ XML sitemap ◦ The modern way of “submitting” to Google @coreydmorris
- 38. On-Page Optimization Relevancy ◦ Site structure & on-page elements ◦ Context matters ◦ Topics of content and pages ◦ Keywords still matter, but don’t stand alone @coreydmorris
- 39. Page Elements ◦ URL ◦ Title tag ◦ Meta description ◦ Heading tags (H1, H2, etc.) ◦ Body copy ◦ Image alt attributes @coreydmorris
- 40. External Influences Optimization Authority ◦ Inbound links (aka backlinks) ◦ Social media engagement ◦ Brand mentions ◦ Popularity & reputation ◦ Site usability & engagement @coreydmorris
- 41. SEO Performance Metrics ◦Impressions ◦Rankings (individual & aggregate) ◦Traffic ◦Conversions (goals) ◦Revenue (e-commerce) @coreydmorris
- 42. Bonus: Advanced Topics ◦ Canonical tags ◦ Content grouping to maximize Google PageRank ◦ Dynamic tagging @coreydmorris
- 43. @coreydmorris My Process ◦ Technical ◦ Indexing, site architecture, site speed, diagnostics ◦ On-Page ◦ URLs, tags, copy, attributes in each page ◦ External ◦ Inbound links, brand mentions, social media engagement @coreydmorris
- 44. And, measuring performance with web analytics
- 45. Google Analytics ◦ Dashboards ◦ Shortcuts ◦ Intelligence ◦ Real-time ◦ Audience ◦ Acquisition ◦ Behavior ◦ Conversions @coreydmorris
- 46. @coreydmorris
- 47. Audience ◦ Mobile usage ◦ Technology @coreydmorris
- 48. Acquisition ◦ Channels & source/medium ◦ Google Search Console ◦ Search query data ◦ Other stuff for SEO, UX, security, etc. ◦ Referral spam ◦ Campaigns ◦ UTM tracking @coreydmorris
- 49. @coreydmorris
- 51. Behavior ◦ Content ◦ Speed ◦ Events ◦ In-page analytics @coreydmorris
- 52. Conversions ◦ Goals & configuration ◦ E-commerce ◦ Multi-channel ◦ Assisted conversions ◦ Time lag & paths ◦ Attribution models @coreydmorris
- 53. @coreydmorris My Process ◦ Define KPIs up front ◦ Ensure KPIs align with business metrics ◦ Set up dashboard or tools to get data coming to me ◦ Review and report regularly on KPIs ◦ Monitor user path and advanced stats @coreydmorris
- 54. Here are some great resources
- 55. Trusted Resources ◦ Google certifications through Academy of Ads ◦ Sources to follow ◦ Search Engine Journal ◦ Search Engine Land / Marketing Land ◦ MediaPost Search Insider Daily ◦ Bruce Clay ◦ Moz @coreydmorris
- 57. Ask me anything!
Editor's Notes
- This is hard to see on screen, so if interested, I encourage you to find the interactive histogram where you can drag a slider through the years to see the updated relationships The diagram shows who provides primary and secondary organic search results to other search engines as well as paid ads
- Since the ”Microhoo” agreement in 2009, Yahoo shows Bing search results. Yahoo still does some of their own advertising though and could terminate the organic search deal at any time.
- Since the ”Microhoo” agreement in 2009, Yahoo shows Bing search results. Yahoo still does some of their own advertising though and could terminate the organic search deal at any time.
- Even in 2001, we see more than just the “Ten Blue Links” as ads are taking over the page. However, it was clear what an ad was versus an organic result. This example shows how Google was showing categories as either a standard feature triggered by this search term or as an experiment in competing with Yahoo at the time who was known for their directory
- We’re cleaner in 2005 and still segmented with organic results and ads. Around 30% of Google users clicked on ad links in the late 2000s
- Here’s 2009 where ads are still on the right as well as on top. Still a clean layout for this search, but this is due to the perceived intent of the search. By this point, Google had started introducing “Universal” search results Universal included different details and layouts based on intent like shopping ads, map listings, Google News articles, etc.
- Here we are now…Google is still really trying to determine intent We recently had the big update where right rail ads are gone. Ads are now just at the top and bottom We have RankBrain for machine learning, the knowledge graph (which you see at the top of this page) and a whole lot more based on searcher intent
- Here we are now…Google is still really trying to determine intent We recently had the big update where right rail ads are gone. Ads are now just at the top and bottom We have RankBrain for machine learning, the knowledge graph (which you see at the top of this page) and a whole lot more based on searcher intent
- There are many ways to name the categories, ways to categorize the diagram, and buzzwords (earned/owned, inbound/outbound…different uses of content strategy/content marketing, etc) Scaling of efforts across channels within strategy and research
- This is a visual tool available on ThinkWithGoogle.com that is a great example of starting the process of mapping out the customer journey
- This is where most keyword research happens (Go over details of metrics)
- There are many tools for competitor intelligence and research (talk through this example)
- Google example showing text ads and product listing ads
- Bing example showing the same
- LinkedIn display ad slot (text ads are smaller and below it)
- One keyword ad groups Match type ad groups and cost savings Forced even rotation of ads and constant A/B testing Settings Matter! Ex: geographic targeting
- One keyword ad groups Match type ad groups and cost savings Forced even rotation of ads and constant A/B testing Settings Matter! Ex: geographic targeting
- “Nursing Home” example
- One-way inbound links from quality sources Google PageRank scale Reciprocal links and link schemes, link farms, off-topic links, etc. Causation and correlation regarding social impact on SEO, search engine denials of the connection, and what we know
- One keyword ad groups Match type ad groups and cost savings Forced even rotation of ads and constant A/B testing Settings Matter! Ex: geographic targeting
- One keyword ad groups Match type ad groups and cost savings Forced even rotation of ads and constant A/B testing Settings Matter! Ex: geographic targeting
- One keyword ad groups Match type ad groups and cost savings Forced even rotation of ads and constant A/B testing Settings Matter! Ex: geographic targeting