seo, sem & social - intro, best practices & campaign tools

Post on 13-May-2015

2.859 Views

Category:

Documents

2 Downloads

Preview:

Click to see full reader

TRANSCRIPT

SEO, SEM, SocialBest Practices &Campaign creation toolsLuke FreemanDigital Marketing Coordinator, ABCW: lukes.me T: @lukefreeman

Originally presented for GeneralAssemb.ly Sydney

AGENDA

‣ Digital Marketing

‣ Search Engine Optimisation (SEO)‣ Basics, Best practices & Tools

‣ Search Engine Marketing (SEM)‣ Basics, Best practices & Tools

‣ Social Media‣ Basics, Best practices & Tools

2

DIGITAL MARKETING

SEO, SEM, SOCIAL

DIGITAL MARKETING 4

Benefits

‣ Simple to start‣ Highly targeted‣ Measurable‣ Controlled budget‣ Increased brand awareness‣ Immediate feedback

= very efficient

DIGITAL MARKETING

Note: YouTube (videos) and

eBay (shopping) make the

list, and Facebook almost

makes the Top 10 list.

Google accounts for

2/3 of global searches

and 90% of Australian

queries.

5

Search Engines

‣ Google AdWords‣ YouTube (Yes! YouTube is #2)‣ Yahoo‣ Baidu (Chinese, Japanese)‣ Bing (formerly MSN/Live)‣ eBay (Yes! The shopping site)‣ Naver (Korean)‣ Ask.com‣ Yandex (Russia)‣ AOL

DIGITAL MARKETING

There are many other smaller networks or

ones with much higher minimum spends.

These are not relevantto SMBs in most cases.

6

Advertising Networks

Search‣Google AdWords‣Yahoo/MSN/Bing (not very big in Australia)

Social‣Facebook‣LinkedIn (limited applicability)

Display‣Google Display & YouTube (via AdWords)

DIGITAL MARKETING

There are many other smaller networks or

ones with much higher minimum spends.

These are not relevantto SMBs in most cases.

7

Advertising Networks

Search‣Google AdWords‣Yahoo/MSN/Bing (not very big in Australia)

Social‣Facebook‣LinkedIn (limited applicability)

Display‣Google Display & YouTube (via AdWords)

DIGITAL MARKETING 8

Social Media Networks

SEARCH ENGINE OPTIMISATIONBest Practices and Campaign Tools

SEO, SEM, Social

10SEARCH ENGINE OPTIMISATION

WHY?

SEARCH ENGINE OPTIMISATION 11

Types of Search

‣ Organic‣ Paid‣ Maps/Local‣ Videos‣ News‣ Images‣ More…

12SEARCH ENGINE OPTIMISATION

Organic Search

13SEARCH ENGINE OPTIMISATION

Paid Search

14SEARCH ENGINE OPTIMISATION

Maps/Local

15SEARCH ENGINE OPTIMISATION

Videos

16SEARCH ENGINE OPTIMISATION

News

17SEARCH ENGINE OPTIMISATION

Images

18

SEARCH ENGINE OPTIMISATION 19

How Search Engines Work

‣ Spiders (crawlers/bots) follow links to find pages

‣ Pages are added to the SE index ‣ Users enter queries into the interface‣ Relevancy algorithms determine the

results

SEARCH ENGINE OPTIMISATION 20

How Search Engines Work

crawled pages in the index+

( phrases + parameters )+

relevancy algorithms=

search results

SEARCH ENGINE OPTIMISATION 21

BEST PRACTICES

How to ensure your pages rank well!

SEARCH ENGINE OPTIMISATION

SEARCH ENGINE OPTIMISATION 23

Best Practices

‣ Accessible, quality content‣ Keyword research and targeting‣ Link building‣ Social

‣ Measure & optimise

SEARCH ENGINE OPTIMISATION 24

SEARCH ENGINE OPTIMISATION 25

Accessible, Quality Content

‣ Machine readable & accessible to the visually impaired‣ Unique (don’t duplicate content)‣ SEO friendly coding – proper use of meta information and HTML

tags‣ Logical site architecture – every page is a potential landing page‣ Search friendly URL structures‣ Submit sitemap.xml to search engines and keep it up to date‣ Proper use of Robots.txt

SEARCH ENGINE OPTIMISATION 26

Keyword Research and Targeting‣ What would you search for?‣ What would your customers search for?‣ What would your customers really search for?

SEARCH ENGINE OPTIMISATION 27

Keyword Research and Targeting

GOOGLE KEYWORD TOOL

Use alongside Google’s traffic estimator to find new ideas and their potential.

SEARCH ENGINE OPTIMISATION 28

Keyword Research and Targeting

GOOGLE TRENDS

Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.

SEARCH ENGINE OPTIMISATION 29

Keyword Research and Targeting

COMPETITOR RESEARCHFinding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.

SEARCH ENGINE OPTIMISATION 30

Keyword Research and Targeting

SEARCH ENGINE OPTIMISATION 31

Link Building

#1 EASIEST thing to do is to list your site on major directories like:‣Yellow Pages‣True Local‣Google Places/Local/Merchant‣Hot Frog‣Gumtree‣eBay (make a store)‣Whereis‣Local Buzz‣Many more!

SEARCH ENGINE OPTIMISATION 32

Link Building

Other more long term, however easy, solutions include‣Formally requesting links from people – Scalability: Low, Quality: High‣Competitive research – Scalability: Low, Quality: Moderate

More advanced techniques:‣Linkbait/viral campaigns‣Content/technology licensing‣Partnerships, exchanges & trades‣Paid links

SEARCH ENGINE OPTIMISATION 33

Social Media for SEO

Great qualified, consistent links will help SEO:‣Facebook‣Twitter‣Google plus‣Youtube‣Wikipedia (be very careful & only if relevant)‣Much more!

Social media can be part of your content strategy

TOOLS

Making your life easier, taking out the guesswork.

SEARCH ENGINE OPTIMISATION

SEARCH ENGINE OPTIMISATION 35

Measuring Tools

‣ Google Analytics (or other website analytics packages)‣ Google Webmaster Tools‣ Bing Webmaster Toolbox‣ Open Site Explorer‣ Wordstream‣ SEOMoz (in particular their Rank Tracker)‣ SEOBook (in particular their Rank Checker)‣ WebPosition‣ Raven Tools SERP Tracker

SEARCH ENGINE OPTIMISATION 36

Learning Tools

Websites:‣SEOMoz.org‣GoogleWebmasterCentral.Blogspot.com‣SearchEngineLand.com

Books‣Basic - Search Engine Optimization For Dummies‣Advanced - The Art of SEO: Mastering Search Engine Optimization

SEARCH ENGINE OPTIMISATION 37

Absolutely Must Have Tools

‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do

SEARCH ENGINE MARKETINGBest Practices and Campaign Tools

SEO, SEM, Social

SEARCH ENGINE MARKETING 39

WHY?‣Relevance‣Return on Investment (ROI)‣Reach

HOWEVER… you can only build good search campaigns for things that people are searching for!

SEARCH ENGINE MARKETING 40

Google AdWords

Search Network Pull marketing

Display Network Push marketing(including YouTube)

SEARCH ENGINE MARKETING 41

To DIY, or not to DIY, that is the question…

‣Do it yourself (in-house)‣Agency‣Contractor‣Outsource

SEARCH ENGINE MARKETING 42

AdWords Terminology

SEARCH ENGINE MARKETING 43

AdWords Account Structure

SEARCH ENGINE MARKETING 44

AdWords Ad Formats: Text

Headline – 25 CharactersDisplay URL – 35 Characters

Description 1 – 35 CharactersDescription 2 – 35 Characters

Sitelinks - Up to 6x35 Chars

SEARCH ENGINE MARKETING 45

AdWords Ad Formats: Banner

SEARCH ENGINE MARKETING 46

AdWords Auction

Ad Rank = Max CPC x Quality Score

CPC = Ad Rank of Competitor Below / Your QS + 1c

SEARCH ENGINE MARKETING 47

AdWords Auction

Ad Rank = Max CPC x Quality Score

SEARCH ENGINE MARKETING 48

AdWords Auction

Ad Rank = Max CPC x Quality Score

BEST PRACTICES

How to get the most bang for your buck!

SEARCH ENGINE MARKETING

SEARCH ENGINE OPTIMISATION 50

AdWords Best Practices

‣ Tightly structure your Campaigns & AdGroups

‣ Do extensive keyword research‣ Use all match types‣ Use negatives heavily‣ Focus on highly relevant creative‣ Constantly be testing your ads‣ Use all applicable Ad Extensions‣ Track conversions & optimise towards

them

SEARCH ENGINE OPTIMISATION 51

Campaign & AdGroup Structure

Effective campaign organisation examples:•Theme or product line•Your website's structure•Different brands•Geography•Language•Network preference•Budgets

SEARCH ENGINE OPTIMISATION 52

Campaign & AdGroup Structure

Effective campaign organisation examples:•Theme or product line•Your website's structure•Different brands•Geography•Language•Network preference•Budgets

SEARCH ENGINE MARKETING 53

Keyword Research and Targeting

GOOGLE KEYWORD TOOL

Use alongside Google’s traffic estimator to find new ideas and their potential.

SEARCH ENGINE MARKETING 54

Keyword Research and Targeting

GOOGLE TRENDS

Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.

SEARCH ENGINE MARKETING 55

Keyword Research and Targeting

COMPETITOR RESEARCHFinding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.

SEARCH ENGINE OPTIMISATION 56

Keyword Research and Targeting

SEARCH TERM REPORTS

Find out what search terms your keywords are being matched to by Google.

SEARCH ENGINE OPTIMISATION 57

Keyword Match TypesThe keyword “used book” can match to the following search terms depending on its match type:

SEARCH ENGINE MARKETING 58

Negative Keywords

If you have a negative keyword "college" then the phrase "used college book" will not trigger your broad keyword "used book”.

Search term reports are very useful for discovering negatives (“free” is the most common one).

SEARCH ENGINE MARKETING 59

Highly Targeted Ads

SEARCH ENGINE MARKETING 60

Writing Quality Ads

‣ Use up the allotted characters (get your money’s worth)‣ Add in sensible punctuation‣ Sell your product‣ Think of your audience‣ Attention grabbing titles‣ Call to action‣ Include keywords (preferably in headline)‣ Benefit driven ads‣ TEST, TEST, TEST‣ AND TEST SOME MORE

SEARCH ENGINE MARKETING 61

Test Your Ads!

SEARCH ENGINE MARKETING 62

Ad Extensions

‣ Display a map with your business location(s)‣ Show product images, titles and prices‣ Link to additional pages within your site‣ List a click-to-call phone number‣ Connect your Google+ page to your ad‣ Include your business’ seller ratings‣ Collect Email addresses

SEARCH ENGINE MARKETING 63

Conversion Tracking

Using Google Conversion Tracking tags or Google Analytics Tags you can track directly from within AdWords.

Third party conversion tracking and bid management tools are also available such as Adobe AdLens (formerly Efficient Frontier), DART Search or Marin.

You should optimise your bidding based on an ROI or CPA basis.

TOOLS

How to get the most bang for your buck!

SEARCH ENGINE MARKETING

SEARCH ENGINE OPTIMISATION 65

Measuring Tools

‣ AdWords Editor – Desktop client for AdWords‣ Bid Management: Adobe AdLens, Marin, DART, Kenshoo,

Wordstream‣ Website Analytics: Adobe Omniture, Google Analytics,

WebTrends‣ Web Industry Tools: Hitwise, SEO Toolbar‣ Keyword Research: Wordstream, Keyword Spy, Wordtracker,

SEMRush

SEARCH ENGINE OPTIMISATION 66

Learning Tools

Websites:‣Google Learn, AdWords Help, AdWords Learning Centre, Inside AdWords‣Wordstream‣SearchEngineLand.com‣SEOMoz.org‣Training.SEOBook.com

SEARCH ENGINE MARKETING 67

Absolutely Must Have Tools

‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do

SOCIAL MEDIA MARKETINGBest Practices and Campaign Tools

SEO, SEM, Social

SOCIAL MEDIA MARKETING 69

Why Social Media for Business?‣ Social proof – savvy consumers expect it‣ Humanise your brand – no marketing speak!‣ Build influence sphere – networking and credibility‣ Your competitors are there‣ Your audience are using it‣ Google is watching – helps your SEO‣ Great brand exposure – serendipitous discovery‣ Next generation of word of mouth marketing‣ High quality links back to your site – helps SEO‣ Opens up conversation – hear your audience and act!

BEST PRACTICES

Understanding what works!

SOCIAL MEDIA MARKETING

SOCIAL MEDIA MARKETING 71

Social Media Content

‣ Content is king!‣ Engagement is key – photos, videos, conversation work well‣ Define your goals‣ Track your performance (engagement, growth & sales)‣ Use the different platforms appropriately‣ Develop a content plan and stick to it (spreadsheets are

useful)‣ Develop a listening strategy and stick to it‣ Develop a style and stick to it - don’t use “marketing speak”‣ K.I.S.S‣ Assess, reassess and put what you learn into action

SOCIAL MEDIA MARKETING 72

Social Media Advertising

Facebook is where it is

almost all at for the

moment.

In some cases LinkedIn

and StumbleUpon work

well.

Twitter is expensive.

SOCIAL MEDIA MARKETING 73

Facebook Advertising

‣ Click through rate is everything‣ Promoted posts work best‣ Best promoted posts are photos, videos‣ Segmentation is essential – use Power Editor‣ Link back to website – use short URLs with tracking‣ Give special deals‣ Generate conversation‣ Must make sense with content strategy

SOCIAL MEDIA MARKETING 74

Promoted Posts

SOCIAL MEDIA MARKETING 75

Audience Segmentation

SOCIAL MEDIA MARKETING 82

Links within Posts‣ Wherever possible link back

to the website‣ Shorten URLs with services

like bit.ly‣ Put tracking code within

your URLs

SOCIAL MEDIA MARKETING 83

Advertising Content

‣ Do not use “marketing speak” for promoted posts‣ Give special deals to your fans (literally short for fanatics,

these guys are disciples)‣ Generate conversation (e.g. ask questions, this will give you a

higher EdgeRank)‣ Must make sense with content strategy

TOOLS

Making your life easier!

SOCIAL MEDIA MARKETING

SOCIAL MEDIA MARKETING 85

Content Tools

‣ Social Management: Hootsuite, TweetDeck, Seesmic, BufferApp‣ URL Shortners: bit.ly, ow.ly, goo.gl‣ Image Tools: Photoshop, GIMP, Instagram‣ Video Tools: YouTube, Vimeo, iMovie, Windows Movie Maker,

Adobe Premiere‣ Apps: Involver, ShortStack‣ Planning: Google Spreadsheet, Excel

‣ Content Discovery: Google Alerts, Google Reader, Twitter Search/Lists

SOCIAL MEDIA MARKETING 86

Measurement Tools

‣ Ranking – Klout, Twitalyzer, PeerIndex, Kred‣ Impact – TweetReach, SocialMention, HowSociable‣ Performance – Facebook Analytics, URL shortners, web

analytics, NutshellMail‣ Search – Twitter Search, Topsy, Google (Google Alerts)‣ Finding Influencers – Twello,

SOCIAL MEDIA MARKETING 87

Advertising Tools

‣ Facebook Power Editor‣ Adobe AdLens‣ Ignite Social‣ Qwaya‣ Social Ads Tool‣ Clickable

SOCIAL MEDIA MARKETING 88

Absolutely Must Have Tools

‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do

Q&A89SEO, SEM, SOCIAL

THANKS!

Feel free to contact me with further questions.

E: luke@lukes.meT: @lukefreemanW: lukes.me

90SEO, SEM, SOCIAL

top related