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![Look mum!
• Don’t chase rankings, ranking reports don’t pay bills
• Don’t assume ‘you’ll do well for that one anyway’
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Phil Morgan, Head of Search, talks to students at the University of Salford
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.
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Phil Morgan, Head of Search, talks to students at the University of Salford
- 1. Search & SocialMedia Week 1 Phil Morgan
- 2. About me •Head of Search at Delineo • Been working in search for over 7 years • Worked in-house and agency-side • Computer Science background (bit of a techie) • 1st Class BSc (Hons) Computing – Multimedia Systems – Leeds Metropolitan University • MSc Computer Science – Liverpool University @philipmorgan phil.morgan@delineo.com http://uk.linkedin.com/in/philipgmorgan © Delineo 2014 no ideas, information or material to be reproduced without written permission
- 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 • CurrentSearch 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
- 5. The Search Landscape Image:https://www.flickr.com/photos/viglianco/
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- 7. Lazy SEO isDEAD
- 8. Lazy SEO isDEAD (Which is good, for you)
- 9. ‘Good’ Old Daysare Gone
- 10. Not that longago…
- 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…
- 12. Algorithm updates -Content Image:https://www.flickr.com/photos/fortherock/
- 13. Algorithm updates -Links Image:https://www.flickr.com/photos/leyla_arsan/
- 14. Algorithm updates -Local Image:http://film.thedigitalfix.com/content/id/57619/dastardly-and-muttley-in-their-flying-machines- the-complete-series.html
- 15. Google Still OurFave Jan-14 Search Engine Share (UK) 88.7% 6.3% 3.3% 1.7% Google Bing Yahoo! Others
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- 17. It all startswith a keyword plan
- 18. Keywords aren’t coolthough • 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…
- 19. And things probablywon’t turn out as you expected
- 20. And things probablywon’t turn out as you expected
- 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 loveExcel Img:http://www.etsy.com/listing/86173915/i-love-excel-pinback-button-set
- 24. Let Google musclehelp • 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
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- 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
- 31. I love Googlebut… What else is there?
- 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
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- 34. Competitors What’s theirsite 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
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- 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 toAdWords • What are the main elements of an AdWords account • Keyword Match Types • What makes a good (or bad) PPC Ad
- 41. AdWords Account Structure https://support.google.com/adwords/answer/2375470?hl=en-GB
- 42. AdWords keyword matchtypes http://www.hallaminternet.com/2012/a-guide-to-adwords-keyword-match-types/
- 43. Writing a goodad 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 notso 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
- 47. Thanks! @philipmorgan phil.morgan@delineo.com http://uk.linkedin.com/in/philipgmorgan https://plus.google.com/u/0/10836136950593995 3684/ Still waiting for ‘my’ name!