livertising 2015 8 seo + sea = sem
TRANSCRIPT
LIVErtising.NET IHECS 2014-‐2015
Over at least 50 criteria…
14
• IP address • the SE version • the language • the browser language • past searches • social media signals
…
LIVErtising.NET IHECS 2014-‐2015
So, logically…
First position no longer means
anything… or not much
16
LIVErtising.NET IHECS 2014-‐201520
LIVErtising.NET IHECS 2014-‐201525
LIVErtising.NET IHECS 2014-‐2015
Optimization used to be…SE-friendly factors: • Keyword stuffing • G-‐friendly copy writing • Pagerank sculpting • Link building • + content marketing
26
TechniqueContent
LIVErtising.NET IHECS 2014-‐2015
Black Hat SEOSpamdexing: • Cloaking • Scraping • Content spinning • Link farming • Duplicate content • Keyword stuffing
27
Optimization is now…28
Technique Content
Social signals
UX
Human factors: • user personas • content strategy • user value • sharing • virality • location • cross-‐platform • ergonomy
http://techcrunch.com/2013/09/26/google-‐improves-‐knowledge-‐graph-‐with-‐comparisons-‐and-‐filters-‐brings-‐cards-‐to-‐mobile-‐search-‐adds-‐cross-‐platform-‐notifications/
LIVErtising.NET IHECS 2014-‐201532
Universal search
http://perfectpitchconcepts.com/anatomy-‐mega-‐serp-‐explaining-‐google-‐features/
1st position online traffic increase
increase in sales decrease in acquisition costs increase in shop floor visits branding ROI on-‐ & offline
visibility value generation Reach Act Convert Engage
LIVErtising.NET IHECS 2014-‐2015
SocMed basics: STRATEGY vs TACTICS
38
OBJPLAN of ACTIONS
Strategy Tactic 2Tactic 1Tactic 3 Tactic N
Why?
What?How?
Mission
Goals
Cy
Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.
LIVErtising.NET IHECS 2014-‐201542
http://www.webconfs.com/search-‐engine-‐spider-‐simulator.php
LIVErtising.NET IHECS 2014-‐201543
http://www.feedthebot.com/
LIVErtising.NET IHECS 2014-‐2015
Onpage = • organisation • structure • quality • freshness
47
• URL • HTML code • HTML tags • UX, e.g. speed & internal links
• obstacles (Javascript/ Flash/ Ajax/ pictures / videos)
• keywords • coherence • relevance • …
LIVErtising.NET IHECS 2014-‐201550http://moz.com/blog/visual-‐guide-‐to-‐keyword-‐targeting-‐onpage-‐optimization
Optimization is now…52
Technique Content
Social signals
UX
Human factors: • user personas • content strategy • user value • sharing • virality • location • cross-‐platform • ergonomy
LIVErtising.NET IHECS 2014-‐2015
Issues in Marketing Communication:
LIVErtising # 9SEO + SEA =
58
SEM
http://developers.google.com/speed/pagespeed/insights/
LIVErtising.NET IHECS 2014-‐2015
OK! BUT… DON’T FORGET THIS IS SEARCH…
SO, CHERISH YOUR KEYWORDS!
69
LIVErtising.NET IHECS 2014-‐201570
LIVErtising.NET IHECS 2014-‐201579
Source: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014
LIVErtising.NET IHECS 2014-‐2015
Video SEO
85
LIVErtising.NET IHECS 2014-‐201593
1.Expected CTR 2.Relevance 3. Landing Page
= QS x Max CPC
?
AdRank = QS x Max CPC
SEA = Adwords = Auction
LIVErtising.NET IHECS 2014-‐2015
DON’T FORGET THIS IS SEARCH…
SO, CHERISH YOUR KEYWORDS!
96
LIVErtising.NET IHECS 2014-‐2015101 http://unbounce.com/landing-‐pages/landing-‐page-‐rehab/
LIVErtising.NET IHECS 2014-‐2015108
http://www.internetmarketingteam.co.uk/remarketing-‐campaigns/
http://www.example-‐site.com http://www.example-‐site.com/sports http://www.example-‐site.com/sports/basketball http://www.example-‐site.com/sports/football
List name: ”Category Sports" List definition: "URL contains sports”
LIVErtising.NET IHECS 2014-‐2015
SocMed basics: STRATEGY vs TACTICS
116
OBJPLAN of ACTIONS
StrategyTactic 2Tactic 1
Tactic 3
Tactic NK P Imetrics
Cy
LIVErtising.NET IHECS 2014-‐2015117
STRATEGY
Tactic 1 Tactic 2 Tactic 3 Tactic 4
ANALYSIS
LIVErtising.NET IHECS 2014-‐2015118
STRATEGY
• SEO • Local SEO • Keyword tools
• G -‐ trends • Youtube
ANALYSIS
Reach Act Convert Engage
• Search • Adwords • Reviews • Local search
• Extensions
• Adwords • Retargeting • A / B testing
• Merchant center
• Local SEA
• G+ • G surveys • Retargeting (coupons)
• Reviews
STRATEGY
• visits • unique visitors
• repeat visitors
ANALYSIS
Reach Act Convert Engage
• visit duration
• page views • bounce rate
• CTR • conversion rate
• RSS • shares • embeds • hashtags • RT
KPIs KPIs KPIs KPIs
# pos -‐ # neg / # pos + # neg
# likes + # shares + # cmts / # msges
# SM leads / total # leads
Engagement rate
Lead Generation Efficiency
Sentiment (ratio)1
2
3
LIVErtising.NET IHECS 2014-‐2015121
DigitalMobile
VR
SEM
Social media
Display