in2itive search engine marketing - willamette university - october 13

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023

In2itive Digital Marketing

In2itive Search LLC - Confidential



About In2itive Search LLC

Google AdWords, Google Analytics, and Microsoft AdCenter Certified

Digital marketing consultants since 2007 Two point one employees

Principle based organization – Partners First

Service guarantee

Involved in local and national organizations PDXAMA, SEMPDX, ReFit, Shadow Project



In2itive Capabilities

Pay Per Click Worked with small to large accounts ($500 – over $1m)

Search Engine Optimization Audited hundreds of sites to increase organic search traffic and conversions Provides plans and recommendations for successful link building strategies

Social Media Audited and provided new strategy for increased engagement, traffic and

conversions

WordPress Web Design Ecommerce, professional services, blogs

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR

Why Should You Care?



Search Engine

Marketing

Pay Per Click• Quality Score• Mobile• Remarketing• Social Media

SEO• On-Site• Off-Site• Local• Social Media


Advertising Results

Organic Results


Advertising Results

Organic Results

Local Results

Social Results



~95% of all clicks happen on the first page of Google


Do you own one of these?


Then people will find your website through keyword searches on Google (Bing & Yahoo Too)


Keyword Research


Keywords help people find what they’re looking for online


Increase traffic, leads, sales & profits



On-Site SEO Factors – Over 200

2013

Valuable Content Keyword usage

Title H1s & H2s Friendly optimized URLs

UX

Sharable

Crawlable

Markup

Prior Keyword usage

Title Metas H1s & H2s Friendly optimized URLs Images

Internal Linking Structure

04/13/2023



http://bit.ly/optimizedmozpage





Schema & Rich Snippets



Off-Site SEO Factors

Relevant links Keyword focused anchor text – NOT OPTIMIZED Many link sources (think votes)

Social mentions Google+ Shares/Likes (Twitter, LinkedIn, Facebook, etc.)

Site history Click through rate – Control titles and metas Engagement metrics (Bounce rate, dwell time, etc.)



Social Impacts SEO



Name, Address, Phone Number

Categories

Reviews

Citations

Site Optimized for Local SEO

Local SEO



Local Search Universe



Local Search Ranking Factors - 2013

http://bit.ly/mozlocalranking

http://bit.ly/mozlocalranking



Major Changes Last 2.5 Years



What Changed?

Panda – User Experience Starts with humans

Targeted content farms

Scrapper sites

Ads above the fold

Multiple updates and refreshes (30+ to date)

Penguin – Black Hat SEO Link schemes

Keyword stuffing

Over optimization

Cloaking & sneaky redirects



Use more social media

Focus on quality not quantity

Write link-worthy content and share it

Be A Better Marketer



Last Month – Joy of Being an SEO – Not!

Hummingbird Fast and precise Still works with Panda and Penguin Way we search has changed over past 10 years

Makes long tail and conversational search better Car Engine Example

Google “Not Provided” Encrypted search Organic keywords are no longer available in Analytics Work arounds



1. Keyword research

2. On-page updates

3. Content & link strategy

4. Share amazing content

5. Monitor, measure, monetize – Didn’t Cover!

SEO Strategy – A Must Have


Advertising Results

Organic Results

Local Results

Social Results


Matched keyword’s click through rate (CTR) on Google - Popular

Relevance of the keyword and ad to the search query and landing page

Historical keyword performance on Google.com

Other relevancy factors that continually evolve

Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.

Courtesy of Google

Quality Score Explained – Pay Less, Get More


Courtesy of Google

“Relevance is the key to a successful AdWords campaign on Google” - Google

AdWords is designed to reward relevance with high quality scores

MaxCPC X

Ad rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay

Your bid Determined by Google

Quality

Score

How Quality Score - Save You Money


46

Quality Score Example


Key Ad Components - Increase Quality Score

47

Headline

Display URLDescriptionSitelinks

Local Extension


48

Landing Pages


A/B vs. Multivariate Testing


53

Enhanced Campaigns


54

Location Targeting


Mobile Device Targeting


Day Parting - Scheduling

56


Remarketing – Creepy Internet


Remarketing Example

58



Demographic Targeting – Display Advertising


Local PPC – Google Maps



Facebook Advertising

Social advertising historically has terrible CTR

Makes sense as people don’t want to be interrupted to sell you something you don’t want

Turned Facebook into their third largest revenue driver behind word of mouth and AdWords



Facebook Ad Examples


Why both?


Advertising Results

Organic Results

Local Results

Social Results



Questions



Resources

Me – Nick Footer [email protected] 5032064988

BrightLocal, Moz, Raven, WordStream

Searchengineland.com, Davidmihm.com, ppchero.com

Google Online Marketing Challenge

mailto:[email protected]

https://services.google.com/fb/forms/preregister/

in2itive search engine marketing - willamette university - october 13

Technology

sw greenburg

in2itive capabilities

organic search traffic

page of google

offsite local social

keyword searches

keyword research

google analytics