This document provides an overview of search and social media optimization. It discusses how SEO has changed with algorithm updates prioritizing content, links and local search. It recommends developing a keyword plan using tools like Google Keyword Planner, Google Trends and competitors' websites. The document also covers setting up Google AdWords accounts and campaigns, including keyword match types and writing effective ads. It concludes by recommending books, blogs and Twitter accounts to follow for additional information.
Keywords Are Dead And Other UnOptimization Truthssemrush_webinars
10 years ago keyword stuffing and link volume were sure ways to the top of Google, but in recent years we’ve seen these and many other over optimized tactics bring down sites both big and small.
In the current reality of “optimization” potentially hurting your SEO, how can search marketers communicate that reality to stakeholders, customers, peers and colleagues and how can brands both big and small avoid Google’s ire and grow their search traffic?
SEO veteran Grant Simmons addresses these challenges every day as he helms the search marketing efforts of Homes.com--one of the largest real-estate portals in the country.
Given his somewhat unorthodox stand of ‘the future of search is unoptimized’, Grant has developed a few principles of UnOptimization-- how to understand user intent, think like a search engine, and provide SEO at (un)scale to gain visibility in search results.
Specifically, Grant is going to cover the following UnOptimization principles:
Why keywords are dead and how to (un)research them
How to (un)scale your content to satisfy users
What you need to know about link (un)building
How to communicate and justify an (un)strategy
Keywords Are Dead And Other UnOptimization Truthssemrush_webinars
10 years ago keyword stuffing and link volume were sure ways to the top of Google, but in recent years we’ve seen these and many other over optimized tactics bring down sites both big and small.
In the current reality of “optimization” potentially hurting your SEO, how can search marketers communicate that reality to stakeholders, customers, peers and colleagues and how can brands both big and small avoid Google’s ire and grow their search traffic?
SEO veteran Grant Simmons addresses these challenges every day as he helms the search marketing efforts of Homes.com--one of the largest real-estate portals in the country.
Given his somewhat unorthodox stand of ‘the future of search is unoptimized’, Grant has developed a few principles of UnOptimization-- how to understand user intent, think like a search engine, and provide SEO at (un)scale to gain visibility in search results.
Specifically, Grant is going to cover the following UnOptimization principles:
Why keywords are dead and how to (un)research them
How to (un)scale your content to satisfy users
What you need to know about link (un)building
How to communicate and justify an (un)strategy
The SEO game has undergone dramatic change in the last 12 months, if you need to get your mind straight about what SEO is about and how to do it right, this is for you.
This is a true SEO 101 session.
The secret's out! The highest converting landing pages are built backwards. There's a formula for building effective landing pages and The Conversion Scientists are here to lay it out for you.
In this Unwebinar, Brian Massey and Joel Harvey:
- Show you how to build a landing page by starting at the end
- Teach you elements of any landing page
- Critique live landing pages from your fellow marketers
What Real Estate SEO is. Part one of two
What Real Estate SEO is
Why Real Estate SEO is important
What Real Estate SEO is needed for
(Part two will include HOW to do Real estate SEO)
Ranking highly in search engines is critical for generating real estate leads online. But what's the right formula? How can individual agents, teams, and brokers compete against the large listing portals?
It's actually easier than you think! You simply have to follow some really simple steps and form a good habit of creating valuable content for your clients.
The Need For Speed - SEO Tips for a Faster ExperienceGrant Simmons
Presented to an online audience of Public Relations' writers, the presentation leverages a few superheroes to talk tools (Batman) and speed (The Flash) and help explain why faster is better.
SEO is constantly changing and what we see in the last couple of years is moving away from the technical aspect of SEO to the direction of inbound and content marketing. However, is it really time to ignore tech premise of SEO?
SMX - How to Know If You've Been Hit by Google's Panda PenaltyHelen Overland
Not sure if you've been hit by Google's On-Page Panda penalty? Find out how to diagnose Panda on your site, FIX Panda, Clear up your site and RECOVER. See proof that your site can recover from Google's Panda Penalty
Originally presented at Search Marketing Expo (SMX)
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
The SEO game has undergone dramatic change in the last 12 months, if you need to get your mind straight about what SEO is about and how to do it right, this is for you.
This is a true SEO 101 session.
The secret's out! The highest converting landing pages are built backwards. There's a formula for building effective landing pages and The Conversion Scientists are here to lay it out for you.
In this Unwebinar, Brian Massey and Joel Harvey:
- Show you how to build a landing page by starting at the end
- Teach you elements of any landing page
- Critique live landing pages from your fellow marketers
What Real Estate SEO is. Part one of two
What Real Estate SEO is
Why Real Estate SEO is important
What Real Estate SEO is needed for
(Part two will include HOW to do Real estate SEO)
Ranking highly in search engines is critical for generating real estate leads online. But what's the right formula? How can individual agents, teams, and brokers compete against the large listing portals?
It's actually easier than you think! You simply have to follow some really simple steps and form a good habit of creating valuable content for your clients.
The Need For Speed - SEO Tips for a Faster ExperienceGrant Simmons
Presented to an online audience of Public Relations' writers, the presentation leverages a few superheroes to talk tools (Batman) and speed (The Flash) and help explain why faster is better.
SEO is constantly changing and what we see in the last couple of years is moving away from the technical aspect of SEO to the direction of inbound and content marketing. However, is it really time to ignore tech premise of SEO?
SMX - How to Know If You've Been Hit by Google's Panda PenaltyHelen Overland
Not sure if you've been hit by Google's On-Page Panda penalty? Find out how to diagnose Panda on your site, FIX Panda, Clear up your site and RECOVER. See proof that your site can recover from Google's Panda Penalty
Originally presented at Search Marketing Expo (SMX)
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
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Search and Social Media Marketing Course Slides - Salford UniverstiyTom Mason
Slides from Delineo Head of SEO Phil Morgan's session at SEO Training: Search and Social Media Marketing Course from Salford University. http://www.searchmarketing.salford.ac.uk/
SEO for Online Startups - Small Business Festival Victoria 2015Optimising
A beginner's guide to search engine optimisation, including on-page SEO, off-page SEO, keyword selection, link building and local SEO. Originally presented by Melbourne SEO agency Optimising.com.au at Small Business Festival Victoria on 12th August 2015.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
Search Marketing Workshop seminar, outlining the key components of search marketing and how search marketing must now include more than just SEO and the techniques you need to know about to take full advantage.....
....A good introduction for small businesses looking to get started in online marketing.
SEO Bootcamp Training Course - Kuala Lumpur Marketing MeetupFreelance
Start gearing up now for an absolutely killer training session in Search Engine Optimization.
Enjoy the slide deck from our hands-on training course, designed to guide you – step-by-step – through all that is needed to position your site to rank in the natural search-engine results.
In this intensive, real-world training guide, American-born industry veteran Nikki Johnson covers the full range of 2016 SEO best practices, fundamental tactics, and go-to-market strategies.
Learn how to do SEO with this essential field guide.
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
Top Floor's Justin Kerley and Eric Vallee discuss all the recent changes that Google has implemented and the implications they have for search marketing.
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
3. About Us
• Established over 30 years
• Independent advertising agency, 40+ people
• Members of the IPA (one of just 22 in the region)
4. Overview
• Current Search Landscape
• Developing a Keyword Plan
• Google’s tools
• Other tools and methods
• Key Search Metrics
• AdWords
• Account Structure
• Keyword match types
• Writing a good PPC ad
• Some good books, blogs and Twitter Users to Follow
11. Why, what, how?
• Don’t put Google in the corner (and make them look daft)
– J.C. Penney, Expedia
• Examples:
• Article spinning
• Paid Links (video here: http://searchengineland.com/matt-cutts-
video-google-determines-paid-link-185748)
• And now, Guest Posts
• If it seems too good to be true and a bit
too easy…
18. Keywords aren’t cool though
• They are what will feed the rest of the campaign
• They are at the heart of what progress will be measured
against – they drive the traffic that drives sales
• They will ultimately make or break your search or social
campaign
• Don’t be afraid to challenge what has gone before
• Get them right and your campaigns will have focus and be
headed in the right direction, so take your time and do it
right
• Get them wrong, rush through it or take a short cut…
21. Where to start
• Think core services
– Use site structure, quiz the business owner
• Highest margin / Most profitable products
• Vanity (can be called brand awareness…)
• Competitiveness
– What’s the likely time investment vs. return?
– Is the site new or well established?
22. Look mum!
• Don’t chase rankings, ranking reports don’t pay bills
• Don’t assume ‘you’ll do well for that one anyway’
[nike trainers]
23. Learn to love Excel
Img:http://www.etsy.com/listing/86173915/i-love-excel-pinback-button-set
24. Let Google muscle help
• Google AdWords Keyword Planner
(incorporates estimator and KW Tool)
• Google Analytics – what’s performing
well and might just need a boost
• Google Trends (prev. Insights for
Search) – What’s the demand like
between keywords, finding the right
time
• AdWords Campaign Data (if you’re
lucky) – Get hold of a voucher!
Img: http://www.organicseomarketing.com/blog/
25. Google Keyword Planner
• Replaces previous keyword tool (sad times)
• Gives historical, exact search volumes
• Still a good starting point
https://adwords.google.com/ko/KeywordPlanner
30. Google Analytics
• Use Analytics to learn about your business / client
• What really is your best online seller – be objective and let the data
lead you!
• It’s free! (Sort of)
• Not just a tool for SEO’s – can be fun
for non-search geeks (honest)
Google’s Training & Certification site
has lots of good info for free
http://www.google.co.uk/analytics/iq.html
32. Utilise Google Suggest
• UberSuggest
• ubersuggest.org
• Its free!
• Great for keyword ideas
• Easy export to text document
• Utilises Google Suggest so
there’s a good chance there
will be some search volume
34. Competitors
What’s their site structure like?
On-page targeting – page titles and
descriptions
-Use Screaming Frog (has a free version too)
http://www.screamingfrog.co.uk/seo-spider/
35. Even sneakier…
• Head back to Keyword Planner…
Competitor URL in here
37. Refine your list
• Balanced keyword portfolios are best
• Think about short term and long term targets
• Lots of products – may benefit from long-tail strategy
38. Think mobile
• Desktop search behaviour and mobile search
behaviour are different
• Think mobile specific queries
• Shorter Queries – mobile users are lazy
(doing something else at the same time)
• Optimise for Google Suggest
• Split data out whenever possible – important for
AdWords campaigns
39. Key Search Metrics
• Revenue!
• Non-brand aware search traffic
Tricky with (not provided) – look at organic
landing pages
• Conversion Rate
• Exit Pages (Pain Points)
• Creating Visitor Personas and Profiles –
• Qualitative Measures, time on site etc.
40. Applying Keywords to AdWords
• What are the main elements of an AdWords account
• Keyword Match Types
• What makes a good (or bad) PPC Ad
42. AdWords keyword match types
http://www.hallaminternet.com/2012/a-guide-to-adwords-keyword-match-types/
43. Writing a good ad
Do
• Try and include keyword
• Include a USP / offer
• Be creative with display URL
• Send to a relevant page
• Use all available space
44. Writing a not so good ad
Don’t
• USE CAPITALS
• Direct all ads to the homepage
• Pretend to be a competitor
• Pretend to be someone else
• Be afraid to test, try different things!
• Be boring
45. Recommended Reading
• Distilled Excel for SEO
• http://www.distilled.net/excel-for-seo/
• Google Webmaster Videos
• http://www.youtube.com/user/GoogleWebmasterHelp
• Search Engine Land
• http://searchengineland.com/
• Moz
• http://moz.com
Save the good stuff
• Evernote
• Instapaper (iOS & Android)
Books
• The Art of SEO (Eric Enge)
• Advanced Web Metrics (Brian Clifton)
46. Twitter
• Delineo @delineo
• Me! @philipmorgan
• Tom Mason @totmac (Delineo Social Media Guru)
• Ross Hudgens @RossHudgens
• Jason Acidre @jasonacidre
• Matt Cutts @mattcutts (Head of Google WebSpam
Team)
• Econsultancy @Econsultancy
• David Mihm @davidmihm (Local SEO Expert)
• PPC Hero @ppchero