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Search engine marketing masterclass

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Training about SEO marketing, definition of keywords and how to realize an adwords campaign

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Search engine marketing masterclass

  1. 1. SEARCH ENGINE MARKETING MASTERCLASS HUBERTVAN DEVYVER WEBCOM 2.0, BRUXELLES
  2. 2. SUMMARY • Optimise the ranking of websites in search engines • Perform keyword research and computer benchmarking • Implement best practice SEO web design, copywriting and site architecture • Implement an effective link building strategy • Configure and optimise paid search campaigns • Comfortably manage paid search budgets and keyword bids • Apply best practice ad copywriting • Measure search engine marketing success
  3. 3. PRESENTATION HUBERTVAN DEVYVER • Phones • Interactivity TIMING • Training • 9:00 – 17:00 • Breaks • 10:30 • 12:30 – 13:30 • 15:00 HOUSE RULES • Over 15 years of training experience • Community manager
  4. 4. OPTIMISE THE RANKING OFWEBSITES IN SEARCH ENGINES • SEO • On site SEO • Off site SEO (link-building, social media marketing) • SERP • Search Engine Results Page • ‘organic’ results vs paid results
  5. 5. OPTIMISE THE RANKING OFWEBSITES IN SEARCH ENGINES • In 2014, Conductor suggested 64% of all web traffic comes from organic search, compared to 2% from social, 6% from paid search, 12% direct and 15% from other referral sources. • how to dominate Google: (study from AdvancedWeb Ranking) • the top five results account for 67.60% of all clicks • results from six to 10 account for only 3.73%. Sitemap: https://en.m.wikipedia.org/wiki/Sitemaps
  6. 6. OPTIMISE THE RANKING OFWEBSITES IN SEARCH ENGINES • Improve ranking through • 1) Relevancy • 2) The quality of your content • 3) User experience • 4) Site speed • 5) Cross-device compatibility • 6) Internal linking • 7) Authority • 8) Meta descriptions and title tags (WordsYouThink PeopleWill Search For) • 9) Properly tagged images • 10) Domain names • 11) Headlines and permalinks • 12) Comments • 13) Social
  7. 7. OPTIMISE THE RANKING OFWEBSITES IN SEARCH ENGINES • Avoid using : • 1) Keyword stuffing • 2) Link buying or excessive link exchanging • 3) Annoying ads • 4) Mobile app interstitials • 5) Duplicated content • 6) Hidden text and links
  8. 8. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20
  9. 9. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING In truth, there are only a small amount of low competition keywords in a niche at any given time (new keywords pop-up as others disappear), but that’s all you need. Neil Patel, SEO Expert
  10. 10. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING Source: Searchmatrics
  11. 11. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
  12. 12. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING The most important SEO factors to consider • Factor #1 – Backlinks • Majestic • Ahrefs • Factor #2 – Relevance • Factor #3 – User satisfaction • social shares • comment section and complaints • Factor #4 – Do you consider all your visitors? • Mobile visitors • Fast loading sites See tools in exercise
  13. 13. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20
  14. 14. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING • Tools to help you do this faster • Tool #1 – Term Explorer • http://termexplorer.com/Public/ • Tool #2 – Kwfinder • https://kwfinder.com/ • Tool #3 – Moz Keyword Difficulty tool • https://moz.com/tools/keyword-difficulty • Tool #4 – AhrefsToolbar • https://ahrefs.com/seo-toolbar
  15. 15. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING step-by-step, how to actually do it. • Step #1: Gather your keywords • some guides: • https://www.quicksprout.com/2015/08/1 2/5-modern-keyword-research- methods-to-uncover-hidden-gems/ • http://backlinko.com/the-definitive- guide-to-keyword-research • Step #2: Start filtering out keywords • Step #3: Dig in deeper • rank for from a user’s perspective • http://Google.com/ncr • Top 3 / 5 / 7 • More: http://backlinko.com/google- ranking-factors
  16. 16. PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING • Step #4: Make a decision • How strong is your domain? • How easily can you get backlinks? • What level of content can you produce?
  17. 17. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE https://www.quicksprout.com/the- advanced-guide-to-content- marketing/
  18. 18. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
  19. 19. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
  20. 20. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
  21. 21. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE Mobile Optimization • 1. Mobile Usability • 2. Mobile andVoice- Related Keywords • 3.Accelerated Mobile Pages (AMP) On-Page Optimization • 4. Head Section Order • 5.Title Tag • 6. DescriptionTag • 7. KeywordsTag • 8. Heading Tags • 9.Word Count • http://www.bruceclay.com/blog /google-panda-and-quality/ • 10. Call to Action (CTA) • 11. Image andVideo Optimization • 12. Structured Data Markup • 13. Social Markup • 14. URL Optimization • 15. Fully Qualified Links • 16. Content Freshness
  22. 22. IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE Sitewide Optimization • 18. Contact Information • 19.Testimonials • 20. Privacy Statement • 21.Text Navigation • 22. Sitemaps • http://www.bruceclay.com/seo/create- sitemap.htm • 23. Robots.txt File • 24. Keyword Strategy and Research • 25. Linking Strategy • 27. Server Configuration • 28. Static Pages • 29. Static Content on Home Page • 30. No SPAMTactics • 31. Duplicate Content
  23. 23. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20
  24. 24. http://www.wordstream .com/link-building
  25. 25. IMPLEMENT AN EFFECTIVE LINK BUILDING STRATEGY Understand Google’s quality criteria • Content that is scraped from renowned, well-ranked sites • Low-quality guest posting • Syndicating your own content • Doorway sites • Running an affiliate program • Make your anchor texts natural in each link you build • A diversified link-building strategy is the key https://searchenginewatch.com/sew/how-to/2370863/6-crucial-link-building- strategies-to-drive-quality-traffic
  26. 26. https://moz.com/beginners-guide-to-seo/growing-popularity-and-links
  27. 27. EXERCISE https://moz.com/researchtools/ose/
  28. 28. CONFIGURE AND OPTIMISE PAID SEARCH CAMPAIGNS
  29. 29. CONFIGURE AND OPTIMISE PAID SEARCH CAMPAIGNS The 6 Critical Components of Account Structure • #1: SpendTime Deciding HowYouWantYour Account to Be Structured • #2: Conduct Keyword Research • #3: CreateYour First Campaign • #4: CreateYour First Ad Group & Text Ad • #5:Add the Relevant Keyword List into the Ad Group • #6: Create One or Two More Ads inYour Ad Group & Adjust Ad Settings http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure
  30. 30. CONFIGURE AND OPTIMISE PAID SEARCH CAMPAIGNS Google Conversions & Analytics Google AdWords now makes life a little easier on us marketers by importing and syncing Google Analytics conversion data into Google Conversions. 20 WaysTo Increase Conversion Rate Optimization For PPC Advertising https://www.searchenginejournal.com/20-ways- increase-conversion-rate-optimization-ppc- advertising/97917/
  31. 31. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20
  32. 32. COMFORTABLY MANAGE PAID SEARCH BUDGETS AND KEYWORD BIDS RUN A SUCCESSFUL LOW BUDGET ADWORDS CAMPAIGN. • Campaign Objectives • Stick to Google Search Networks • Extensive Keywords Research • Avoid Dynamic Search Ads • Negative Keywords List • Bidding Strategy • Targeting Competitors Head-on • Target Keywords by Industry • Focus on Ad Position whenYou Can’t Match a Bid • Check for Overlapping Keywords • Use Features of Enhanced Campaigns • Optimize According to the Nature of your Business • Quality Score • Targeted & Conversion Optimized Landing Pages • Analyze before Changing • Branded Campaign • Ad Extensions https://www.searchenginejournal.com/manage-low-budget-adwords-campaign-lessons-learnt-spending-40000/67105/
  33. 33. EXERCISE https://adwords.google.com/home/
  34. 34. APPLY BEST PRACTICE AD COPYWRITING
  35. 35. APPLY BEST PRACTICE AD COPYWRITING
  36. 36. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20
  37. 37. MEASURE SEARCH ENGINE MARKETING SUCCESS • http://searchengineland.com/kpis-seo-measuring-seo-success-254773
  38. 38. MEASURE SEARCH ENGINE MARKETING SUCCESS • 1. Search Engine Share of ReferringVisits • 2. Search Engine Referrals • 3.Visits Referred by Specific Search EngineTerms and Phrases • 4. Conversion Rate by Search Query Term/Phrase • 5. Number of pages receiving at least one visit from search engines https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
  39. 39. INTERESTED ? • If you are interested by this training, please contact me either by email, phone or Twitter: • Email: hvdv@webcom20.be • Phone: +32 497453745 • Twitter: @webcom20

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