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

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

Originally presented for GeneralAssemb.ly Sydney

http://www.abc.net.au/

http://lukes.me/

http://twitter.com/lukefreeman

http://generalassemb.ly/

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

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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.

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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.

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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.

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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…


Organic Search


Paid Search


Maps/Local


Videos


News


Images


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


How Search Engines Work

crawled pages in the index+

( phrases + parameters )+

relevancy algorithms=

search results

BEST PRACTICES

How to ensure your pages rank well!

SEARCH ENGINE OPTIMISATION


Best Practices

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

‣ Measure & optimise


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


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


Keyword Research and Targeting

GOOGLE KEYWORD TOOL

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



GOOGLE TRENDS

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



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


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!


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


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


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


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


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!


Google AdWords

Search Network Pull marketing

Display Network Push marketing(including YouTube)


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

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


AdWords Terminology


AdWords Account Structure


AdWords Ad Formats: Text

Headline – 25 CharactersDisplay URL – 35 Characters

Description 1 – 35 CharactersDescription 2 – 35 Characters

Sitelinks - Up to 6x35 Chars


AdWords Ad Formats: Banner


AdWords Auction

Ad Rank = Max CPC x Quality Score

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


AdWords Auction


BEST PRACTICES

How to get the most bang for your buck!

SEARCH ENGINE MARKETING


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


Campaign & AdGroup Structure

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



GOOGLE KEYWORD TOOL

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



GOOGLE TRENDS

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



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



SEARCH TERM REPORTS

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


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


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).


Highly Targeted Ads


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


Test Your Ads!


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


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


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


Learning Tools

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

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 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 Advertising

Facebook is where it is

almost all at for the

moment.

In some cases LinkedIn

and StumbleUpon work

well.

Twitter is expensive.


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


Promoted Posts


Audience Segmentation


Links within Posts‣ Wherever possible link back

to the website‣ Shorten URLs with services

like bit.ly‣ Put tracking code within

your URLs


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


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


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,


Advertising Tools

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

Q&A89SEO, SEM, SOCIAL

THANKS!

Feel free to contact me with further questions.

E: [email protected]: @lukefreemanW: lukes.me

90SEO, SEM, SOCIAL

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