The document discusses search marketing strategies for optimizing paid search and search engine optimization (SEO) to maximize website traffic. It covers fundamentals of a search marketing strategy, trade-offs between SEO and paid search, how social media optimization is relevant, and examples of search marketing campaigns from NAB analyzing strengths and areas for improvement. The key points are that effective search engine marketing blends SEO, social media optimization, press release optimization, and paid search; SEO has the lowest cost but requires ongoing work while paid search gives instant results; and social media requires careful long-term planning and implementation for some brands.
Entry-level presentation as part of a range of CPD seminars for Northern Irish solicitors, aimed at providing the delegates with a baseline understanding of good online practices and digital marketing.
This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & paid advertising. You will find out what they are and how they can complement each other. With companies increasing using both methods to target and reach customers getting the right mix has never been more important.
You will learn:
• What is SEO
• How to optimise your site
• What Pay for Click options are out there e.g. Google Adsense
• Which is best for you
• Getting the right mix
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Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Entry-level presentation as part of a range of CPD seminars for Northern Irish solicitors, aimed at providing the delegates with a baseline understanding of good online practices and digital marketing.
This workshop focuses on getting the best from search engines (search engine optimisation or SEO) & paid advertising. You will find out what they are and how they can complement each other. With companies increasing using both methods to target and reach customers getting the right mix has never been more important.
You will learn:
• What is SEO
• How to optimise your site
• What Pay for Click options are out there e.g. Google Adsense
• Which is best for you
• Getting the right mix
SEO Workshop presentation by Jasmine Sandler. This SEO presentation covers the basics of keyword analysis, keyword optimization, social media and SEO and Google changes in 2012.
As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
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Advanced SEO Techniques: Putting It In PlayKat Jenkins
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Web Analytics and Online Marketing - Solent UniversityKoozai
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Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Advanced SEO Techniques: Putting It In PlayKat Jenkins
Understand search engine algorithms and how and why they change—and what this means for your search results over time. Get in depth with advanced SEO techniques, including keyword density, meta tags and page titles, alternate text, and how search engine optimization and website accessibility both complement and compete with one another. Understand link popularity and why it’s the most enduring way to build visibility over time, and learn the ins and outs of black hat versus white hat SEO.
What e-commerce sites can do right now to cash in on the online holiday shopping rush, and a high level overview of setting e-commerce internet marketing strategy.
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
Web Analytics and Online Marketing - Solent UniversityKoozai
Anna Lewis from Koozai delivered a presentation to students at Solent University in February 2013. The session looks at the basics of Web Analytics and Online Marketing with a main focus on Search Engine Optimisation (SEO) and Pay Per Click (PPC) Advertising.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
http://www.pointit.com - This presentation gives an overview of SEO fundamentals. You'll learn the definition of SEO, crucial factors in SEO, and where to start your SEO project.
This is the SEO tutorial which is presented by Online Net India, a best digital marketing and SEO company in Delhi/NCR, India. It will definitely usable for SEO beginners.
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
Search Engine Optimization Ranking FactorsGerry Grant
SEO – How to use Social Media for search engine optimization success.
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1. Search Marketing Strategies: Optimising Paid Search and
Search Engine Optimisation to Maximise Site Traffic
by Chris Smith
General Manager, Digital
Direct Banking, NAB
chris.x.smith@nab.com.au
28 September 2010
2. Agenda
• Fundamentals of a search marketing strategy
• Trade-offs between search engine optimisation and paid
search
• Social media optimisation: Why it’s relevant for search
marketing campaigns
• Examples of NAB search marketing campaigns: Analysing
campaign strengths and areas for improvement
3. Fundamentals: Search Marketing Terminology
• PPC Pay per click
SEA • CPM Cost per 1000 Ongoing
Search
Engine
• CPA Cost per action Cost, AKA
Advertising • Display Paid Search
• etc
SEO Mainly upfront
Search • Content cost, then top-up
Engine • Links
Optimisation AKA Organic Search
SEM
Search Engine
Marketing
or Search Marketing • Forums
SMO • Twitter
Social Media • Facebook
Optimisation • Blogs
• Etc
Ongoing time
commitment
ORM
Online • Monitoring Tool
Reputation • Manual monitoring
Management
2
4. Examples of Organic and Paid Search
• Right side and sometimes the top of the page
are paid or sponsored search results
• Left side search results are the organic, or
natural results
• Publisher sites are eligible to display the same
text ads or display ads (CPM) aka AdSense.
5. Fundamentals: SEO in a nutshell
• Searchers type simple phrases (the
“search term”) in a search engine.
• Search engines index all pages they
have discovered (by following links)
• When the query is processed, the
search engine checks its index and
presents no more than 1000 results,
typically 10 results per page.
• These results are ranked based on
their relevancy to the search phrase.
• The ultimate goal is optimise your site
to rank #1.
4
6. SEO involves many people
Server Hosting
Efficiency
Domain Name
Security
Registration
Page coding
URL length Technical Page markup
Content
Management
Related
companies
Design
RANKING
Publicity SUCCESS Writing for
the Web
News
media Links TRUST
Content Style guides
Product
Facts
Social networks
Multimedia
Usability
5
7. Fundamentals: Pay-Per-Click (PPC) advertising in a nutshell
• Searchers type simple phrases (the “search
term”) in a search engine.
• The results page displays the most relevant and
most effective ads on the right and sometimes at
the top of the page.
• The higher-placed ads are clicked more than the
lower ads.
• A high placement can be achieved by:
> Compelling copy (attracts a click)
> A landing page that matches the search term
> Setting not necessarily the highest bid, but
enough to be high on the first page:
6
8. SEO vs PPC: Some interesting statistics
• Source of Clicks
- 92% of all clicks are from Organic Listing
- 8% of all clicks are from Paid Search.
• Marketing Budgets: SEO
- 61% of companies surveyed spent up to
$75k/year on optimising content
- 28% of the largest companies (rev > $1
Billion/ year) spent nothing on SEO.
• Marketing Budgets: SEM
- 63% of companies surveyed spent between
$3-$5m on PPC
• Disconnect? A fraction of spend is used to
attract majority of “free” clicks, whereas >
30x spend to attract minority of “paid” clicks.
* Source: SEMPO State of Search Engine Marketing Report - 2010
9. SEO vs PPC: Where to put your spend in 2011?
• The case for SEO
— Great opportunity exists local,
news, blog, video, image, product
feeds.
— Much better ROI based on overall
spend
— PPC is “easier”
• The case for PPC •Good reasons to do both
— Flexibility in spending, quick —Learn which keywords are
results performing well from paid search
— Ability to adjust quickly —Good optimisation leads to
— Less reliance on your Web/IT quality scores
teams —Own as much real estate as
— Pretty straightforward possible, less for competition
— Placement of results more reliable —Multiplier effect
10. Social Media in a nutshell
• Social networks have been
around for over 20 years. Key
message is that only some of
them are relevant to banks.
>Social Networks, e.g. Forums >Audio, e.g. Podcasts
(discussion groups), Facebook, >Video, e.g. YouTube, Vimeo
MySpace, LinkedIn >Aggregators, e.g. my.yahoo.com,
>Blogs Google Reader
—Comments >Bookmarking/recommendation
—Promotion tools, e.g. tools, e.g. Delicious, StumbleUpon
Feedburner >Ratings & Reviews, e.g. Digg
—Blog search tools e.g. >Photo Sharing, e.g. Flickr
Technorati >Wikis, e.g. Wikispaces, MediaWiki
—Blog communities, e.g.
BlogCatalog, MyBlogLog
—Microblogging, e.g.
9
Twitter
11. Social Media in the Search Marketing Mix
• Everyone seems to have embraced social media (SM).
• Is your SM campaign integrated with the rest of your search marketing
strategy?
12. Social Media Optimisation (SMO)
• Simply using various popular social networks is
half the journey.
• You can optimise each in different ways, e.g.
— Facebook Pages are the only part of Facebook
that is crawled and indexed by Google
— Videos can be optimised to benefit SEO
— Customers have conversations at social
networking sites and references to a company
serve as “Citations” to their website even
when there are no clickable links.
• You can be proactive in maintaining a good
reputation by educating your marketing and
corporate affairs department.
13. Press Release Optimisation (PRO)
• Press releases are now known as Media
Releases and some companies have Social
Media Releases
• Submit to various online distribution services
such as PRWeb and PRNewsWire
• Apply standard SEO principles:
— Use plain English
— Insert deep links to a specific part of your
website
— Provide links to relevant supporting media
such as images and videos.
— Provide links to your profiles at various
social media outlets e.g. Twitter, blogs
• See http://schools.nsw.edu.au for local example
14. Search Marketing Strategy: Pulling it all together
Rank #1
Keyword Write
research content
Relevant
Social Network Content
page
(links)
Website
Credit card
(Word of mouth,
viral effect) comparison site Success
Relevant
Deep
(link) Links
(link)
(link)
Credit card
info site
Article about
personal finance
13
15. Case Study: Optimising Your PPC Spend
• If you are not happy with your Google or Yahoo PPC results, your
campaigns might simply need a tweak.
• Clues:
— You are paying too much per click.
— You are not getting enough conversions.
— You don’t know if your ads are working for you.
16. Case Study: Improving your Google Quality Score
The Quality Score is fairly simple to grasp:
• Scale from 1 to 10 (10 is best)
• Are the keywords in your ad group present on the landing page?
• Are the keywords in the ad copy?
• Does the landing page load fast?
• Is the landing page a quality page?
— Is it relevant to the keyword?
— Is your business transparent?
— Is the content original?
— Is it navigable?
Yes, a high Quality Score is achievable
17. Case Study: Lowering the cost per conversion
• Comparing two dissimilar ad groups, one being non-competitive and the
other being very competitive, we can see not only the difference in the cost
per click, but also the lower cost per conversion.
Non-competitive, High Quality Score
Competitive, Low Quality Score
18. Wrapping it up
To summarise:
— Effective search engine marketing is a blend of SEO, SMO, PRO and PPC
— SEO is the cheapest to implement but it involves your own organisation
on an ongoing basis, not a short engagement with an agency.
— PPC is essential to fill gaps in search engine visibility and gives instant
results and gratification.
— Social media needs careful planning and splendid implementation. It is
not for everyone, but for consumer brands it is essential and should be a
long term commitment.
19. Questions?
Thank you.
— Chris Smith
— General Manager, Digital; Direct Banking, NAB
— Chris.x.smith@nab.com.au
— http://www.nab.com.au