digital nashville beyond keywords v3 (sak)
TRANSCRIPT
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Beyond Keywords
Search Marketing on the Edge
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Search 101
• Paid Search
• Organic Search
• Local Search
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Universal Search
• News
• Videos
• Websites
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Universal Search Continued
• Live Twitter Feeds
• Book Search
• Image Search
• Search Suggestions
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Which Solution Is Right for You?
Campaign
• Paid Search
• Local/Universal Search
• SEO
Benefits
• Quick implementationImmediate results
• Targets a local/niche audience
• Affordable SEO value
• Long-term benefitsLong-term value
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SEARCH ENGINE OPTIMIZATION
Beyond Keywords
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What is SEO?
A. Manipulating the on-site and off-site elementsof a web page
B. Improvingrankings on the organic search engine results pages for a given set of keyword phrases
C. Cracking a search engine algorithm
D. All of the above
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What is an Algorithm?
• A set of factors that search engines consider when ranking content for a particular keyword
• Factors can be on-site, like keywords, or off-site, like inbound links
• Search engines change their algorithms often to improve search results and minimize spam
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Algorithms in Action
Authority sites like Wikipedia rank high. Google likes trusted sites.
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Where Can You Place Keywords?
Page Title
Header (H1)
Navigation
Content
Products Active Ingredients Alt Text
URLs
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Where Else Can You Place Keywords?
Directories
Industry News Sites
Blogs
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Where Else Can You Place Keywords?
Local Listings
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What is Link Building?Acquiring inbound links to your content, products, services
Acquisition TipsAcquire Relevancy, Not Rank Identify target terms
Deep LinksStudy your network
OpenSiteExplorer.comContent marketing
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What is Content Marketing?
The art and science of creating and freely sharing digital media
• Building brand equity• Fostering consumer trust• Crowding results spaces, bolstering search rankings• Leveraging social networks• Driving consumer prospects to websites
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SEO TRENDSBeyond Keywords
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Trend #1 Local Search Results
• Google pulls local listings from Google Places when you search with a geographic qualifier
• Primarily B2C
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Trend #2Personalized Search
• When signed into Google, Google knows past search history and ISP location to serve tailored results.
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Trend #3Instant Search
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Trend #4Shift in Search Engine Market Share
Bing Overtakes Yahoo! As the #2 U.S. Search Engine
But Yahoo is showing Bing results now, so Google’s market share is less stable.
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So What is SEO Again?SEO is not just about making a great site, it’s about putting relevant content wherever the user maybe. It’s about eVisibility• Viewing a home page• Reading a blog• Scanning review sites, image site, video sites• Chatting on Facebook• Looking at a job description• Reading a press release on a news site
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LOCAL SEARCH Beyond Keywords
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What is Local Search?
• Local Search targets specific geographic locations through paid and organic tactics
One Location Multiple Locations
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Where is Local Search?
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But where does it come from?....
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Local Search 101
Local Search Results
Local Search Results
Local Paid Search Listings
Local Submit Listings
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Primary Data Providers in Local Search
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Data Sources for Major Local Search Portals
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Local Search Ecosystem
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Distribution Trends
• Google Still on Top
• New Distribution Partners
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Find a reliable mechanic
Purchase a digital camera
Google has Substantial Local Volume
• 1 in 5 queries on Google.com is Local in nature• 1 in 3 queries on Google mobile is Local in nature• Google Maps has 49% Market Share US• 1M hours are spent browsing Maps and Earth every day• 100M monthly users on Google Mobile Maps
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Measurement of Local
• Difficult to Track– Real Addresses– Real Phone Numbers (no tracking!)–User intent is offline
• Local Search Analytics is Rare– Few local search engines or IYP’s provide analytics
unless you are using paid products
• Ranking & Inbound Traffic– Rankings can be tracked– Inbound traffic can be measured using Analytics
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Channel Activation
• Self - Identify sites & get to work• Service Provider – Pay the fees
(modest) and save some time• AHA’s&Gotcha’s–CitySearch & Yelp do not support feed
based updates. Translated: DIY–Google Places allows you to respond to
reviews–Find niche review sites – check your
competition on Google Places
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PAID SEARCHBeyond Keywords
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The Lingo
• SEM (Search Engine Marketing)–PPC, Paid Search, Sponsored Search, Search Ads,
The best thing since sliced bread
• The Platforms–Google Adwords–Yahoo Search Marketing • Panama
–Microsoft AdCenter• No longer MSN!
Paid Search
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Account Structure & Organization
• Campaigns– Budget Control– Targeting Control– Primary Settings
• Ad Groups– Ad Copy– Keyword Groupings
• Keywords & Targets– Keywords
• Phrases• Negatives
– Placements– Categories– Audiences (remarketing)
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Keyword Strategy & Process
Step 1: Keyword Research
• Utilize multiple keyword research toolsTop category termsCompetitive university analysisTop volume keywordsCommon iterations
• Combine onsite analyticsSite search dataOrganic keyword data
Paid Search
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Keyword Strategy & Process
Step 2: Keyword Refinement
Develop campaign structureMerge & de-dupe keyword listsDevelop base category & product
keywordsExpand base keyword lists with
iterations & modifiers Identify obvious negative keywords Idemtiffy commin misspelings Search query reporting Expand & Segment Match types Broad, phrase, exact
Step 3: Keyword/Ad Group Assignment
Assign keywords by campaign and category
Assign Ad Copy & Keyword Insertion
Research
Refine
Assign
Paid Search
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Ad Copy Strategy
• Prequalification• Strong calls to action• Value proposition• Offers
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Bid Management Types
• Rules Based
• Portfolio Based
• ROI Strategies–ROAS Maximization–CPA Targets
Bid Management Examples
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Rules Based Bidding• Thresholds– Last 7 days vs last 30 days
• Changes by seasonality
• Scope– Brand vs Product Keywords– Priority Keywords
• Values–Optimize based on Average Position, ROAS, CPC, CPA, CTR,
Quality Score.
• Actions– Bid Changes, Bid Pausing, Alerts
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PAID SEARCH TRENDSBeyond Keywords
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Typical Publisher Allocation Strategy
• Google still King
•MicroHoo Means Business• Test early• Stay fluid
• Microsoft adCenter is the new 2nd platform
Paid Search
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93M Unique Searchers
12.1% Share
1.9BMonthly Searches
118M Unique Searchers
18.3% Share
Monthly Searches 2.9B 158M Unique Searchers
30.4% Share
Monthly Searches4.8B
Source: comScoreqSearch May 2010
Paid Search
The Search Alliance BringsOverall Growth in U.S. Search
Share
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Social Ads vs Search Ads
• Social PPC Similarities–CPC Buys–Text Ads
• Differences–Paid Search Targets Keywords–Facebook Ads Target People
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Facebook Ads Targeting
Target to exact audience• Gender: male &
female• Age: 20 - 50• Location: Chicago
metro area, WI, IN, MI
• Interests: banking, investments, insurance, accounting, law
• Education: Undergraduate degree
Separate ads for separate age
groups:
20 – 30 yrs: enhance standing,
promote within
40 – 50 yrs:start own
financial planning business
Point ads to website
landing page or DePaul’s Facebook
page
Promote open
houses and
other events
Add image
for brand
recognition
Estimated $1.46 per click
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LinkedIn DirectAdsTargeting
Target to exact audience• Age: 25-54• Location: IL,
MI, WI, IN• Industry:
Finance
Can target job function and
seniority
Tailor ads to banking,
insurance, financial
services, etc.
Add image for brand
recognition
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ANALYTICSBeyond Keywords
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How Do I Measure SEO Success?
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What Can I Measure?
• Campaigns• Event Tracking• Site Search
• SEO/SEM• Custom Data• Goals
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Campaigns
• Email• Display
• SEO/SEM• Social
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Events
• Downloads• Video Views
• 3rd Party Clicks• Flash
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Site Search
No science and no rockets, this simply tells us what users type into the on-site search box.
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Metrics
• Keywords• Search Engines
• Traffic• Stickiness
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Take Action
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Which Solution is Rightfor You?
SEO
Local Search
Paid Search