digital nashville beyond keywords v3 (sak).pptx (1)

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Beyond Keywords

Search Marketing on the Edge


Search 101

•  Paid Search

•  Organic Search

•  Local Search


Universal Search

•  News

•  Videos

• Websites


Universal Search Continued

•  Live TwiHer Feeds

•  Book Search

•  Image Search

•  Search Sugges0ons


Which Solution Is Right for You?

Campaign

•  Paid Search

•  Local/Universal Search

•  SEO

Benefits

•  Quick implementa0on Immediate results

•  Targets a local/niche audience

•  Affordable SEO value

•  Long-‐term benefits Long-‐term value


SEARCH ENGINE OPTIMIZATION

Beyond Keywords


What is SEO?

A.   Manipula*ng the on-‐site and off-‐site elements of a web page

B.   Improving rankings 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


What is an Algorithm?

•  A set of factors that search engines consider when ranking content for a par0cular keyword

•  Factors can be on-‐site, like keywords, or off-‐site, like inbound links

•  Search engines change their algorithms oTen to improve search results and minimize spam


Algorithms in Action

Authority sites like Wikipedia rank high. Google likes trusted sites.


Where Can You Place Keywords?

Page Title

Header (H1)

Naviga0on

Content

Products Ac0ve Ingredients Alt Text

URLs


Where Else Can You Place Keywords?

Directories

Industry News Sites

Blogs


Where Else Can You Place Keywords?

Local Lis0ngs

Facebook

TwiHer


What is Link Building? Acquiring inbound links to your content, products, services

Acquisi0on Tips Acquire Relevancy, Not Rank Iden*fy target terms

Deep Links Study your network

OpenSiteExplorer.com Content marke*ng


What is Content Marketing?

The art and science of crea0ng 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


SEO TRENDS Beyond Keywords


Trend #1 Local Search Results

•  Google pulls local lis0ngs from Google Places when you search with a geographic qualifier

•  Primarily B2C


Trend #2 Personalized Search

•  When signed into Google, Google knows past search history and ISP loca0on to serve tailored results.


Trend #3 Instant Search


Trend #4 Shift 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.


So What is SEO Again? SEO is not just about making a great

site, it’s about pudng relevant content wherever the user may be. It’s about eVisibility •  Viewing a home page •  Reading a blog •  Scanning review sites, image site, video sites •  Chadng on Facebook

•  Looking at a job descrip0on •  Reading a press release on a news site


LOCAL SEARCH Beyond Keywords


What is Local Search?

•  Local Search targets specific geographic loca0ons through paid and organic tac0cs

One Loca*on Mul*ple Loca*ons


Where is Local Search?

23

But where does it come from?....


Local Search 101

Local Search Results

Local Search Results

Local Paid Search Lis0ngs

Local Submit Lis0ngs


Primary Data Providers in Local Search


Data Sources for Major Local Search Portals


Local Search Ecosystem


Distribution Trends

•  Google S0ll on Top

•  New Distribu0on Partners

28

Find a reliable mechanic

Purchase a digital camera

Google has Substan0al 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


Measurement of Local •  Difficult to Track – Real Addresses – Real Phone Numbers (no tracking!) – User intent is offline

•  Local Search Analy0cs is Rare – Few local search engines or IYP’s provide analy0cs unless you are using paid products

•  Ranking & Inbound Traffic – Rankings can be tracked – Inbound traffic can be measured using Analy0cs


Channel Activation

•  Self -‐ Iden0fy sites & get to work •  Service Provider – Pay the fees (modest) and save some 0me •  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 compe00on on Google Places


PAID SEARCH Beyond Keywords


The Lingo

•  SEM (Search Engine Marke0ng) – PPC, Paid Search, Sponsored Search, Search Ads, The best thing since sliced bread

•  The Plamorms – Google Adwords – Yahoo Search Marke0ng •  Panama

– MicrosoT AdCenter •  No longer MSN!

Paid Search


Account Structure & Organization

•  Campaigns –  Budget Control –  Targe0ng Control –  Primary Sedngs

•  Ad Groups –  Ad Copy –  Keyword Groupings

•  Keywords & Targets –  Keywords

•  Phrases •  Nega0ves

–  Placements –  Categories –  Audiences (remarke0ng)


Keyword Strategy & Process

Step 1: Keyword Research"

•  U0lize mul0ple keyword research tools  Top category terms  Compe00ve university analysis  Top volume keywords  Common itera0ons

•  Combine onsite analy0cs  Site search data  Organic keyword data

Paid Search


Keyword Strategy & Process

Step 2: Keyword Refinement"

 Develop campaign structure  Merge & de-‐dupe keyword lists  Develop base category & product

keywords  Expand base keyword lists with

itera0ons & modifiers  Iden0fy obvious nega0ve

keywords  Idem0ffy commin misspelings  Search query repor0ng  Expand & Segment Match types   Broad, phrase, exact

Step 3: Keyword/Ad Group Assignment"

  Assign keywords by campaign and category

  Assign Ad Copy & Keyword Inser0on

Research

Refine

Assign

Paid Search


Ad Copy Strategy

•  Prequalifica0on •  Strong calls to ac0on •  Value proposi0on •  Offers


Bid Management Types

•  Rules Based

•  Pormolio Based

•  ROI Strategies – ROAS Maximiza0on – CPA Targets

Bid Management Examples


Rules Based Bidding •  Thresholds – Last 7 days vs last 30 days

•  Changes by seasonality •  Scope – Brand vs Product Keywords – Priority Keywords

•  Values – Op0mize based on Average Posi0on, ROAS, CPC, CPA, CTR, Quality Score.

•  Ac0ons – Bid Changes, Bid Pausing, Alerts


PAID SEARCH TRENDS Beyond Keywords


Typical Publisher Alloca0on Strategy

•  Google s0ll King

•  MicroHoo Means Business •  Test early •  Stay fluid

•  MicrosoT adCenter is the new 2nd plamorm

Paid Search


Source: comScore qSearch May 2010

Paid Search The Search Alliance Brings

Overall Growth in U.S. Search Share


Social Ads vs Search Ads

•  Social PPC Similari0es – CPC Buys – Text Ads

•  Differences – Paid Search Targets Keywords – Facebook Ads Target People


Facebook Ads Targeting

Target to exact audience • Gender: male & female • Age: 20 -‐ 50 • Loca0on: Chicago metro area, WI, IN, MI

• Interests: banking, investments, insurance, accoun0ng, law

• Educa0on: 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 recogni0on

Es0mated $1.46 per click


LinkedIn DirectAds Targeting

Target to exact audience • Age: 25-‐54 • Loca0on: IL, MI, WI, IN

• Industry: Finance

Can target job func0on and seniority

Tailor ads to banking, insurance,

financial services, etc.

Add image for brand recogni0on


ANALYTICS Beyond Keywords


How Do I Measure SEO Success?


What Can I Measure?

•  Campaigns •  Event Tracking •  Site Search

•  SEO/SEM •  Custom Data

•  Goals


Campaigns

•  Email •  Display

•  SEO/SEM •  Social


Events

•  Downloads •  Video Views

•  3rd Party Clicks •  Flash


Site Search

No science and no rockets, this simply tells us what users type into the on-‐site search box.


Metrics

•  Keywords •  Search Engines

•  Traffic •  S0ckiness


Take Action


Which Solution is Right for You?

SEO

Local Search

Paid Search

digital nashville beyond keywords v3 (sak).pptx (1)

Documents

llc trend

llc algorithms

llc local search ecosystem

llc search engine optimization

llc seo trends

llc data sources

keywords search marketing

instant search