My Charity Connects: SEM/ SEO 101

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DIY Search Engine Marketing & Search Engine Optimization basics for non-profits

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My Charity Connects: SEM/ SEO 101

  1. 1. When SEO Met SEM : All you need to know about search engine optimization and marketing 101 Presented by: Tamera Kremer Wildfire Strategic Marketing June 8, 2009
  2. 2. AGENDA <ul><li>Why is search engine prominence important? </li></ul><ul><li>Pay-per-click advertising 101 </li></ul><ul><li>Basics of building a campaign in Google AdWords </li></ul><ul><li>Search Engine Optimization 101 </li></ul><ul><li>Social Media Optimization 101 </li></ul>
  3. 3. Over 15 billion searches are performed every month in North America. ~ ComScore 2009 Do you show up?
  4. 4. Why is search engine prominence important? <ul><li>Primary means of content dissemination </li></ul><ul><li>Brand awareness </li></ul><ul><li>Self-directed vs. spray & pray </li></ul><ul><li>Content targeted to intent </li></ul><ul><li>Accessibility </li></ul>
  5. 5. Learning the Basics… <ul><li>Search is fluid, not static </li></ul><ul><li>Best practices to follow but lots of different variables – deep field </li></ul>
  6. 6. PPC - Search Engine Marketing 101
  7. 7. What is PPC? <ul><li>Pay-Per-Click advertising </li></ul><ul><li>Targeted text ads (historically) shown when people search for a particular keyword or phrase </li></ul><ul><li>Bid-based vs flat fee or CPM </li></ul><ul><li>Big 3: Google; Yahoo!; Microsoft </li></ul>
  8. 8. How does Google AdWords work? <ul><li>Google PPC web interface & tools </li></ul><ul><li>Sign-up @ adwords.google.com </li></ul><ul><li>Enter Campaign & Ad Groups </li></ul><ul><li>Choose keywords </li></ul><ul><li>Input creative & destination URL </li></ul><ul><li>Set bid prices & daily budget </li></ul><ul><li>Insert analytics code onto website pages to track </li></ul><ul><li>Set goals </li></ul><ul><li>Begin campaign – ads display when activated </li></ul>
  9. 9. Getting Started Building a Campaign <ul><li>Keyword Research </li></ul><ul><li>Competitive Research </li></ul><ul><li>Search Ad Copywriting </li></ul><ul><li>Landing Pages </li></ul><ul><li>Analytics </li></ul><ul><li>Budget & Bid Prices </li></ul><ul><li>Implementation </li></ul><ul><li>Optimization & Testing </li></ul>
  10. 10. Getting Started: Keyword Research <ul><li>Brainstorm terms related to your industry/ mission </li></ul><ul><li>Find inspiration in your current marketing copy </li></ul><ul><li>Research your competition </li></ul><ul><li>Check your analytics for terms driving traffic </li></ul><ul><li>Use social media to help inform </li></ul><ul><li>Use keyword tools to refine & expand </li></ul><ul><li>Choose negative keywords – searches you DON’T want your ad displayed on </li></ul>
  11. 11. Examples of keyword research tools <ul><li>https:// adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>http:// freekeywords.wordtracker.com / </li></ul><ul><li>http:// searchanalytics.compete.com/site_referrals / </li></ul><ul><li>http://adlab.microsoft.com/Keyword-Research.aspx </li></ul><ul><li>http:// www.wordtracker.com/index.html </li></ul>
  12. 12. Competitive Research <ul><li>Take stock of the presence your competitors have on search engines </li></ul><ul><ul><li>what keywords do they rank highly for organically and you don’t? </li></ul></ul><ul><ul><li>What search terms are they targeting for PPC buys? </li></ul></ul>
  13. 13. Getting Started: Search Ad Copywriting <ul><li>Components of a Google AdWords search text ad </li></ul><ul><ul><li>Headline (25 characters) </li></ul></ul><ul><ul><li>Body Copy (35 characters x 2 lines) </li></ul></ul><ul><ul><li>URL (vanity & destination) </li></ul></ul><ul><li>Copy that is direct response oriented & relevant to the keyword performs the best </li></ul><ul><li>You have seconds to grab attention, motivate interest and action </li></ul><ul><li>Develop at least 2-3 ads to start and test response and performance across keywords; modify/ refine </li></ul>
  14. 14. AdWords creative examples <ul><li>Books at Amazon </li></ul><ul><li>Millions of  books , new and used </li></ul><ul><li>Qualified orders over $39 ship free </li></ul><ul><li>Amazon.ca/Books </li></ul><ul><li>________________________________ </li></ul><ul><li>Books at Chapters Online </li></ul><ul><li>Save 34% on  books  over $25 everyday </li></ul><ul><li>Canada's bookstore. Free shipping. </li></ul><ul><li>Chapters.indigo.ca </li></ul>
  15. 15. Getting Started: Landing Pages <ul><li>Where are you directing users to after they click? </li></ul><ul><li>Is the content relevant to what they searched for? </li></ul><ul><li>All ads don’t need to direct to the same page </li></ul><ul><li>What is your call-to-action? </li></ul><ul><li>Consider using a tool like Google Optimizer to do split testing </li></ul>
  16. 16. Getting Started: Analytics <ul><li>What can analytics teach you? </li></ul><ul><ul><li>Topics/ content / patterns </li></ul></ul><ul><ul><li>Terminology </li></ul></ul><ul><ul><li>Traffic sources </li></ul></ul><ul><ul><li>Intent </li></ul></ul><ul><li>Link Google Analytics to your campaign even if you’re using a different vendor to track goals and conversions </li></ul>
  17. 17. Getting Started: Budget & Bids <ul><li>Be careful with your keywords initially – some may be expensive but low value </li></ul><ul><li>Test, monitor, test </li></ul><ul><li>Minimum daily & monthly budget </li></ul><ul><li>Individual pricing for specific keywords </li></ul><ul><li>Adjust based on what’s working </li></ul>
  18. 18. Getting Started: Implementation <ul><li>“ New Campaign” </li></ul><ul><li>Determine parameters </li></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Geo-location </li></ul></ul><ul><ul><li>Content targeting? </li></ul></ul><ul><ul><li>Networks & Devices (mobile, content, etc) </li></ul></ul><ul><ul><li>Budget/ Focus </li></ul></ul><ul><ul><li>Frequency capping </li></ul></ul><ul><ul><li>Start/ end dates </li></ul></ul>
  19. 19. Getting Started: Implementation cont. <ul><li>Set up Ad Groups </li></ul><ul><ul><li>Enter ad copy </li></ul></ul><ul><ul><li>Enter keywords </li></ul></ul><ul><ul><ul><li>Use match types to refine: </li></ul></ul></ul><ul><ul><ul><li>keyword = broad match </li></ul></ul></ul><ul><ul><ul><li>&quot;keyword&quot; = match exact phrase </li></ul></ul></ul><ul><ul><ul><li>[keyword] = match exact term only </li></ul></ul></ul><ul><ul><ul><li>- keyword = don't match this term </li></ul></ul></ul><ul><ul><li>Input bid prices (can tweak later) </li></ul></ul>
  20. 20. Getting Started: Implementation cont. <ul><li>Set up conversion tracking </li></ul><ul><li>Simple step on Google – add tracking code to conversion page </li></ul>
  21. 21. Getting Started: Optimization & Testing <ul><li>Look at the campaign from a 30k-ft view & a granular view </li></ul><ul><li>Test creative against your control </li></ul><ul><li>Refine your keywords / add keywords </li></ul><ul><li>Watch your goals / traffic </li></ul><ul><li>Adjust your bids </li></ul><ul><li>Tweak your landing pages </li></ul>
  22. 22. What to watch out for <ul><li>Be relevant to intent or don’t bid </li></ul><ul><li>Watch your conversions </li></ul><ul><li>Quality Scores </li></ul><ul><li>Continue to mine your analytics data </li></ul><ul><li>Content targeting should relate to your goals </li></ul>
  23. 23. Search Engine Optimization 101
  24. 24. What is SEO? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; (&quot;organic&quot; or &quot;algorithmic&quot;) search results. ~ Wikipedia
  25. 25. What’s the benefit of being indexed by an engine? <ul><li>Primary source of finding information online </li></ul><ul><li>Approx 70% of searches result in an “organic” listing click </li></ul><ul><li>Approx 60% of the search results page real estate is comprised of “organic” listings </li></ul><ul><li>Cost-effective traffic driver </li></ul><ul><li>Interest-driven & self-segmented marketing </li></ul>
  26. 26. Things to consider for SEO <ul><li>What language do you speak? Internal jargonize or real people? </li></ul><ul><li>SEO is as much about making the experience intuitive & valuable for users as it is for the engines </li></ul><ul><li>The engines are constantly refining their algorithms to deliver highest relevance </li></ul><ul><li>Trying to game the system is a very short-term tactic & will penalize you in the long run </li></ul>
  27. 27. What does SEO mean in plain English? <ul><li>Content results based on merit and contextual relevance </li></ul><ul><li>A long-term strategy for building influence online </li></ul><ul><li>A way to distribute and promote deep content </li></ul>
  28. 28. What can influence where you rank? <ul><li>Relevance of content </li></ul><ul><li>Internal file & URL structure (crawlability) </li></ul><ul><li>Consistency of information presented </li></ul><ul><li>External links </li></ul><ul><li>Meta information </li></ul><ul><li>Brand credibility </li></ul>
  29. 29. What are the basics of optimizing your website? <ul><li>Content, content, content… Relevant, useful & fresh. </li></ul><ul><li>Page and file structure and architecture </li></ul><ul><li>Meta data (Title, Image, Description, Keyword) </li></ul><ul><li>URL/ domain strategy </li></ul><ul><li>Anchor text </li></ul><ul><li>Linking – internal </li></ul><ul><li>Linking – external </li></ul><ul><li>Accessibility/ Crawlability </li></ul><ul><li>Redirects (301, 302) </li></ul><ul><li>Site Map </li></ul>
  30. 30. Working with your tech & creative teams <ul><li>Define your goals internally – don’t wait until the end of planning to discuss SEO </li></ul><ul><li>Determine best practices before development begins </li></ul><ul><li>Discuss the meta & domain strategies </li></ul><ul><li>Determine what platform you will be using – who will be responsible for adding & refreshing content </li></ul><ul><li>Ensure a long-term strategy is in place as additional content is added </li></ul><ul><li>Before agreeing to a fancy Flash piece understand what that means for engine accessibility </li></ul>
  31. 31. Content development <ul><li>Content drives the web </li></ul><ul><li>Incorporate keywords as appropriate </li></ul><ul><ul><li>Don’t overstuff copy with keywords </li></ul></ul><ul><li>Think about the end user & what would interest them – tailor your content for them, not for you </li></ul><ul><li>Use descriptive phrases to link out, don’t use generic terms like “Click here” </li></ul><ul><li>Ensure your meta data matches what the contextual relevance is on your page </li></ul>
  32. 32. Social Media Optimization <ul><li>Enable others to share and discuss your content </li></ul><ul><li>Allow comments </li></ul><ul><li>Share content across social networks </li></ul><ul><li>Typically your Meta information will port with the content (e.g. Title) </li></ul>
  33. 33. Advanced Optimization Considerations <ul><li>Video/ Audio/ Flash </li></ul><ul><li>Local search </li></ul><ul><li>Content or site migration </li></ul><ul><li>Multiple domains </li></ul><ul><li>Firewalls/ subscriptions </li></ul><ul><li>E-commerce </li></ul><ul><li>Multi-variate testing </li></ul><ul><li>Dynamic content </li></ul><ul><li>Seasonality </li></ul><ul><li>No-follow strategy </li></ul>
  34. 34. Additional Resources <ul><li>Search Engine Land - http:// searchengineland.com / </li></ul><ul><li>Search Engine Watch - http:// searchenginewatch.com / </li></ul><ul><li>Google Webmaster Help videos - http:// www.youtube.com/user/GoogleWebmasterHelp </li></ul><ul><li>Wildfire Strategy Blog post - http://3i.wildfirestrategy.com/2008/11/24/seo-is-not-about-the-engines-its-about-the-people-using-the-engines/ </li></ul>
  35. 35. Thank You! [email_address] www.wildfirestrategy.com www.twitter.com/tamera
  36. 36. Photo Credits <ul><li>http://www.flickr.com/photos/will-lion/2605894098/ </li></ul><ul><li>http://www.flickr.com/photos/xavipat/3441238555/ </li></ul><ul><li>http://www.flickr.com/photos/julienhery/505097377/ </li></ul>

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