search marketing basics - omi 2012
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Online Marketing Institute Get Smarter. Get Certified.
www.omicertified.com
Search Engine Marketing Basics Adam Proehl
Managing Partner, NordicClick Interactive
@adamproehl
Pinch Hitter
2 @adamproehl
• In Online Marketing since 1997; specialize in complex & multi-
channel sales
• Principle at NordicClick Interactive – a full service Digital
Marketing Agency based in Minneapolis
• Spoken at Pubcon, SEMPO, eMetrics, B2B, OMS, SES, MDMA,
and others
• Instructor at the Online Marketing Institute
• Long Suffering Minnesota Sports Fan
3
About Me
@adamproehl
Is: • An Intro – a get started
• Stuff you can do today
• 101 level stuff
• Cram session
Is Not: • Advanced level stuff
• Chart overload
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About this Session
@adamproehl
Notes Before We Begin
@adamproehl
Agenda
Overview: State of Search & a History Lesson
Getting Started & Keyword Research
Search Engine Optimization (SEO)
Cost Per Click (CPC)
Tools & Tricks
@adamproehl
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Then………1998
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Then………1998
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Now……. 2012
@adamproehl
Now – 2012
Instant
Location
@adamproehl
Now – 2012
@adamproehl
Now – 2012
Logged Into Google
Search plus your world
@adamproehl
BG (Before Google)
1998
1999
2000
2001
Google: Major Change
History
First Paid Advertising Launch
@adamproehl
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2002
2003
2004
2005
2006
Google: Major Change History
Supplimental Update
False Alarm
NoFollow Allegra Bourbon XML Sitemaps Personalized Search Gilligan Google Local / Maps Jagger Big Daddy
Austin Brandy IPO
Boston Cassandra Dominic Esmeralda Fritz Supplemental Index
Florida
1st Documented Update
(No Name Given)
@adamproehl
2007
2008
2009
2010
2011
2012
Overstock.com Penalty Attribution Update Panda / Farmer The +1 Button Panda 2.0 Panda 2.1 Schema.org Panda 2.2 Google + Panda 2.3 Panda 2.4 (Global) Expanded SiteLinks Pagination Elements 516 Algo Updates Panda 2.5 Panda “Flux” Query Encryption Freshness Update 10 Pack of Updates Panda 3.1 December 10 Pack
Google: Major Change History
Buffy
Universal Search
Google Suggest Dewey
Real Time Caffeine “Rel-Canonical Tag” Vince
Search + Your World January 30 Pack
Social Signals Negative Reviews Instant Previews Google Instant Brand Update Caffeine (Rollout) MayDay Google Places
@adamproehl
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Search 2012
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Search 2012 – Market Share
@adamproehl
Success in Three Phases
I. Pre Click
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Success in Three Phases
II. Post Click
@adamproehl
Success in Three Phases
III. Post Visit
Close the Loop – Especially in B2B!
@adamproehl
Mindset for Search
@adamproehl
Benchmark
• Determine success metrics
• Document goals
• Measure & Track – Referring keywords
– Overall site traffic
– Organic search metrics
– Link popularity
– Google Page Rank
– Quality of Traffic
– Conversions
Benchmarking
@adamproehl
Competitive Analysis • Determine your top 3-5 competitors and benchmark
• Analyze how they’re doing from an SEO standpoint
• Which keywords are they optimizing for & how do they rank?
• How many pages do they have indexed.
• Do they aggressively utilize Social Media, Blogs, etc.
• What’s their link popularity and Google Page Rank?
Benchmarking
@adamproehl
Benchmarking
Easy Tool: www.woorank.com
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Benchmarking
See anything missing?
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“Ranking Reports – like a mood ring”
@adamproehl
Keyword Research
@adamproehl
Keyword Research
Picking:
- How does your audience
think?
- Do they know your jargon?
Maybe
- How do they think? - Problem Statements
- Product Focused
- Industry terms?
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Keyword Research
Example: Medical Devices
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• Doctors
• Patients
• Caregivers
• Media
Keyword Research – Getting Started
Before using a Keyword Research Tool:
- Survey Data
- Emails (Support & Inquiries)
- Lead Qualification
- Competitive Analysis
- Your own analytics (if applicable)
- Social Media
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Keyword Research
Tool: Soovle
www.soovle.com 33
Keyword Research Tool: Wordle
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www.wordle.net
@adamproehl
Keyword Research
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Keyword Research
Tool: Google Instant
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Keyword Research
Tool: Adwords Estimator
@adamproehl
Keyword Research
Tool: Social Mention
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How Audience Talks
Articles
Experts
@adamproehl
Keyword Demand • Avoid the big dollar / high traffic terms
• Long-tail (3 words are more) will often perform best
• Ask yourself what are the keywords that you can realistically have success on?
Keyword Research
@adamproehl
Tools • Free
o Google AdWords
o AdCenter – Leverage Bing & MSN
o Soovle (Instant type search)
o Wordle – Create a Keyword Cloud out of anyting
o Social Mention – Social Media
• Paid
o Raven (SEMRush, AdWords & WordTracker)
o KeywordSpy – Research with ROI tools
o SpyFu – Competitive research tool
o WebCEO – Find detail keywords in META data
Keyword Research
@adamproehl
SEO
What is it?
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SEO – What is It?
Nope
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SEO – What is it?
Nope again
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Image Credit: TVT Ropes.org
SEO – What is it?
Don’t go there
44 @adamproehl
What is SEO?
Search Engine Optimization (SEO) is a common sense way of organizing and displaying your Website’s content to be properly indexed by the Search Engines.
@adamproehl
SEO Effectiveness • Search Engine Marketing spending on SEO to increase by 250%
from 2008-2013
• SEO viewed as most effecting tactic for generating conversions
What is SEO?
@adamproehl
Technical Optimization
To identify any issues that will prevent search engines from
indexing your Web pages.
Content Development
Displaying and organizing your
content and keywords for the search engines to
index .
Links Increasing the
quantity and most importantly, quality of in-
bound links to your site.
Local Search Optimization Ensuring that your
location(s) are submitted and listed on local
search and mapping sites.
Search Engine Optimization
SEO Process
@adamproehl
Best Practices • Sitemaps (XML,
HTML, Video)
• Robots.txt
• Dublin core
• Geo tag
• Page speed
• 301 redirects
SEO - Technical
Not voodoo, just technobabble!
@adamproehl
Red Flags • Canonicalization / www Resolve
• Duplicate content
• URL structure
• Dynamic content
• Flash
• Inline styles
• 302 redirects
• W3C validity
SEO - Technical
@adamproehl
Tools • Google Webmaster Tools
• Yahoo Site Explorer – Comprehensive Web Tools
• SEOMoz (Free & paid tools)
• Raven Tools (Quality, Design and Research Assistant)
• Woorank – SEO and Web site grader
• Metamend – SEO Tools
SEO - Technical
@adamproehl
Technical Optimization
To identify any issues that will prevent search engines from
indexing your Web pages.
Content Development
Displaying and organizing your
content and keywords for the search engines to
index .
Link Building
Increasing the quantity and most
importantly, quality of in-
bound links to your site.
Local Search Optimization Ensuring that your
location(s) are submitted and listed on local
search and mapping sites.
Search Engine Optimization
SEO Process
@adamproehl
Content Hierarchy • Site architecture should
be logical and user friendly
• Organize content in thematic sets based around target keywords and core offerings
• URL structure should match content hierarchy
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SEO - Content
Men’s Shoes
Dress Shoes
Black Leather Shoes
Brown Leather Shoes
Casual Shoes
Suede Shoes
Two Tone Shoes
Shoe Care
Shoe Polish
Accessories
@adamproehl
META Data • META data is used for
indexing by search engines and are used in SEO rankings.
- Title tags
- Description tags
- Keywords tag
- ALT tag
- H tags
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SEO - Content
@adamproehl
Content Optimization • 200 – 300 words per
page.
• Focus on 1 – 3 core phrases per page
• Minimum 2 – 4% keyword density
• Group content together in thematic sets based on keywords
SEO - Content
@adamproehl
Technical Optimization
To identify any issues that will prevent search engines from
indexing your Web pages.
Content Development
Displaying and organizing your
content and keywords for the search engines to
index .
Link Building
Increasing the quantity and most
importantly, quality of in-
bound links to your site.
Local Search Optimization Ensuring that your
location(s) are submitted and listed on local
search and mapping sites.
Search Engine Optimization
SEO Process
@adamproehl
About Link Popularity • Link popularity is a very
important factor in search engine ranking. Search engines view Web sites with good link popularity as authorities in their subject matter.
• Quantity and most importantly,
QUALITY of in-bound links to your site.
SEO – Link Building
@adamproehl
SEO – Link Building
Link Building Process • Link Analysis
• Benchmark current link popularity & number of in-links
• Competitive analysis • Conduct a back link analysis
• Strategy Development • Ideas for linking partners • Existing link analysis and optimization • Creative brainstorming
• Tactical Implementation • Research • Contact • Report
@adamproehl
SEO – Link Building
Red Flags • Link Dilution
• Focus on one domain(WWW)
• Site Migration to New Domain
• 301 redirect old URLs
• Link Farms
• Jeopardize rankings
• Link Volume vs. Relevancy
• Quality and relevancy more than quantity
@adamproehl
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SEO – Link Building
Linking Strategies • Low Hanging Fruit
• Back Link Analysis on Competing Sites
• Optimization of Existing Links
• Missed Opportunities
• Directories
• Coupons, Contests & Freebies
• Google +
• Public Relations • Editorial
• Press Releases
@adamproehl
SEO – Link Building
Linking Strategies • Strategic Thinking
• Link Research
• Local & Regional
• Product Reviews
• Business Partners
• Social Media
• Blogging
• Digital Asset Optimization
• RSS & Blog Directories
@adamproehl
SEO – Link Building
Quick Wins • LinkedIn (allows you to customize link anchor
text) • Google Plus • Pinterest • DMOZ • Yahoo Directory & Local • Best of the Web • Joe Ant • Business.com • Google Maps • Flickr • Local Chamber of Commerce • Better Business Bureau • Local library
@adamproehl
SEO – Link Building
Best Long Term Mindset:
Just create really cool
stuff that people will
want to share and link
to!
@adamproehl
Tools & Resources Link Popularity
• SEOMoz Linkscape - seomoz.org/linkscape
• Yahoo Site Explorer - siteexplorer.search.yahoo.com
• Market Leap - marketleap.com/publinkpop/default.htm
Back Link Analysis
• SEOBook Link Harvester - tools.seobook.com/link-harvester
• Back Link Analyzer - tools.seobook.com/backlink-analyzer
Web site Contacts
• Easy Who Is - easywhois.com
• Go Daddy Who Is - who.godaddy.com/WhoIsCheck.aspx
SEO – Link Building
@adamproehl
Technical Optimization
To identify any issues that will prevent search engines from
indexing your Web pages.
Content Development
Displaying and organizing your
content and keywords for the search engines to
index .
Link Building
Increasing the quantity and most
importantly, quality of in-
bound links to your site.
Local Search Optimization Ensuring that your
location(s) are submitted and listed on local
search and mapping sites.
Search Engine Optimization
SEO Process
@adamproehl
Local & Global Search Are Linked Local Search Core Components • Google Places Optimization • Bing Business Portal • Submission to Trusted Providers • Reviews • Check In’s
SEO – Local Search
@adamproehl
Google Places Google Places is Google’s Local Search Engine o Claim & optimize your
listing
o Upload images and videos
o Obtain reviews
o Add Calls-to-Action
SEO – Local Search
@adamproehl
Bing Business Bing Business Portal is their Local Engine
o Claim & optimize your listing
o Add company specific info and CTA’s
o Build Mobile site with QR code
SEO – Local Search
@adamproehl
Reviews
Reviews Matter Like a lot
SEO – Reviews
@adamproehl
Trusted Providers There are hundreds of other Local Search Sites
• Search Engines
• GPS & Geo navigation
• Online Yellow Pages
• Social Networks
• Portals and Guides
• Cell Phones and Mobile
• 411 Directories
SEO – Local Search
@adamproehl
Tools • Google Places
• Bing Business Portal
• Universal Business Listing
• getListed.org
• Geo Meta Tag Generator
• Geo Sitemap Generator
• FourSquare
SEO – Local Search
@adamproehl
Paid Search
71 @adamproehl
About Paid Search A form of
Interactive advertising that
lets you promote your business on search engines.
Build a Campaign
Creating a campaign that
utilizes keywords & ads that new customers will
click.
Bid & Budget Managment Managing your
advertising expenditure to maximize the quality and
quantity of clicks.
Advanced Optimization Maximizing local, e-commerce, re-marketing and
post-click optimization to increase leads.
Paid Search Marketing Process
Paid Search Marketing
@adamproehl
Paid Search Effectiveness • 49% of marketers are continuing to increase
spend
• 68% are paying at least $.20 per click
• Google still king
• Bing effectiveness, still behind Google, but gaining
• Biggest spenders are doing more with Bing
About Paid Search
Source: Internet Retailer July 2011
@adamproehl
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About Paid Search
What is Paid Search (PPC)
• Search Placement on a Partial* Pay for Performance Model Basis
• Clicks
@adamproehl *Not Conversions or Sales
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How Does Paid Search (PPC) work • Someone searches
• Your ad shows
• You pay for the click
• Stop & Start when you chose (time of day, day of week, etc.)
• Control what you promote and which keywords trigger
• Target potential customers by country, state, city or zip code
About Paid Search
@adamproehl
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Paid Search Networks • Google AdWords • Microsoft AdCenter (Bing/Yahoo) • Facebook & LinkedIn • Comparison Shopping Sites
(Google Merchant Center, Shopping.com, Shopzilla, NexTag, BizRate, etc.)
• Hundreds more….
About Paid Search
@adamproehl
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About Paid Search
@adamproehl
About Paid Search A form of
Interactive advertising that
lets you promote your business on search engines.
Build a Campaign
Creating a campaign that
utilizes keywords & ads that new customers will
click.
Bid & Budget Management
Managing your advertising
expenditure to maximize the quality and
quantity of clicks.
Advanced Optimization Maximizing local, e-commerce, re-marketing and
post-click optimization to increase leads.
Paid Search Marketing Process
Paid Search Marketing
@adamproehl
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Paid Search Setup • Three levels:
• Account • Campaign • Ad Group
• Account = unique e-mail
• Ad Campaigns control the
budget
• Ad Groups contain a set of ads and a keyword list the will trigger ads
Build a Campaign
@adamproehl
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Build a Campaign
Campaign Ad Group Keywords
@adamproehl
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Example Ad
Build a Campaign
Text Ad Basics
• Headline – The first line that links to your Web site (25 characters)
• Copy Text – Two lines that describe your text or service
• Display URL – Your Web site
• Destination URL – The URL that will click through to your landing page.
@adamproehl
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Build a Campaign
Keywords • Research is king. Remember
the earlier slides?
• Categorize keywords into different ad groups by similar core words
• Ads and Landing Pages must
contain keywords highly relevant to searched term
@adamproehl
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Build a Campaign
Positioning • You cannot buy your way into
the top spot
• Relevance - the usefulness of information (such as an ad, keyword, or landing page) to a user.
• Quality Score - measure how relevant your keyword, ad group, and webpage is to a user's search.
@adamproehl
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Build a Campaign
Click Objective • E-Commerce – Direct clicks with the goal of driving customer
to purchase your products or services
• Leads- Click through to a “Action Oriented” page that provides general sales copy along with a form
• Branding – Goal of a high number of ad impressions with clicks driving to the home page to promote your brand
• Tracking – Ensure that you have Web Analytics Properly installed on your site in order to track results
@adamproehl
About Paid Search A form of
Interactive advertising that
lets you promote your business on search engines.
Build a Campaign
Creating a campaign that
utilizes keywords & ads that new customers will
click.
Bid & Budget Management
Managing your advertising
expenditure to maximize the quality and
quantity of clicks.
Advanced Optimization Maximizing local, e-commerce, re-marketing and
post-click optimization to increase leads.
Paid Search Marketing Process
Paid Search Marketing
@adamproehl
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Budget & Bid Mgmt.
Budget
• Setting a higher budget will result in more ad impressions and clicks
• Your ads will appear as frequently as possible for your keywords.
• Increased budget does NOT guarantee top position
@adamproehl
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Budget & Bid Mgmt.
Bids (CPC)
• Higher CPCs help your ads appear among top positions in Google search results
• Bidding for top positions will yield higher click-through rates (CTR)
• Top positions do NOT guarantee higher conversion rates
@adamproehl
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Budget & Bid Mgmt.
Return on Investment (ROI or ROAS)
• The main goal of every campaign should be to maximize ROI / Return on Ad Spend (ROAS)
• The components of PPC ROI are: • Cost Per Click (CPC) • Conversion Rate (CR) • Average Order Value (AOV)
• Free calculators online
@adamproehl
About Paid Search A form of
Interactive advertising that
lets you promote your business on search engines.
Build a Campaign
Creating a campaign that
utilizes keywords & ads that new customers will
click.
Bid & Budget Management
Managing your advertising
expenditure to maximize the quality and
quantity of clicks.
Advanced Optimization Maximizing local, e-commerce, re-marketing and
post-click optimization to increase leads.
Paid Search Marketing Process
Paid Search Marketing
@adamproehl
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Advanced Optimization
Location Extensions
• Your ad will appear with a location extension and drop down menu to display your map and information
• Google Places needs to be linked to your account
@adamproehl
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Advanced Optimization
Ad Site Links • Include up to 4 additional
links to deeper content on your site beyond the main landing page
Phone Extensions • Enables your customer to
click and call your business from your text ad on their mobile phone
@adamproehl
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Advanced Optimization
Product Extensions • Allows you to leverage your existing Google Merchant Center
account to highlight your products directly within your ads.
@adamproehl
Product Ads – Merchant Center Link In order to participate in Product Ads there needs to a link from the AdWords account to a Google Merchant Center accounts which has been completed.
Advanced Optimization
@adamproehl
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Max CPC
Enhanced CPC: • An automatic bidding feature that modifies your max CPC bid for each click
based on the predicted likelihood that your ad will convert.
• Increase in conversions and conversion % leads to increased revenue
Advanced Optimization
@adamproehl
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5
Users who have visited your web site
Content Network:
• 80%+ Internet User Reach
• 4.3B Daily Page-Views
• 705M Monthly Visitors
• Hundreds of thousands
of sites
Serve ads on the Google Display Network to users who previously visited your Web site.
At Google scale
Advanced Optimization
Re-marketing /
Re-targeting
@adamproehl
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1 + 1 = 3! Paid ads supplement performance of organic search
% New Visitors to Site Example:
Organic Search 52%
Sponsored Links 64%
12% Increase
Buying your Brand Terms
@adamproehl
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New Mobile Ad Formats now available to help
strengthen your mobile ad campaigns
• Automatic App Icons – on click-to-
download ads
• +1 on Ads
• Auto-enhanced Click-To-Call – automatically creates phone extensions on mobile when detecting a phone number within ad text
• Instant Preview Ads
• Store Locator Format
• Bid by Distance – BETA – allows
you to bid more for users who are nearby your location
• Mobile App Extension - BETA
Paid Search Advanced - Mobile
@adamproehl
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You’re now able to have more
granular control by selecting
specific operating systems to
target
Paid Search – Tablet Targeting
Take advantage of the rapidly growing amount of tablet users by targeting the Exact Kind of Tablets you want with new and advanced options in your AdWords account
@adamproehl
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Paid Search – Videos
Promoted Videos • Now eligible to appear
on search results for: • Google.com • Google Video • m.youtube.com in
the US
@adamproehl
Defensive SEM
• Utilize Paid Search, SEO and Social Media to create a “Wallpaper Effect” that dominates the front page of a Search Engine
• By dominating and controlling the front page you push down negative comments and bad press from other Web sites
The Wallpaper Effect Paid
Local
Organic
Blog
Case Study
Careers
@adamproehl
Tools • Competitive and Keyword
o Google AdWords - Tools & Editor
o KeywordSpy – Research with ROI tools
o SpyFu – Competitive research tool
o SEOBook Tools
o AdWords Wrapper
• Paid Search Management Software
o Kenshoo
o Marin
Paid Search
@adamproehl
Measure & Improve
Constantly do this. Don’t ever Stop!
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Summary Time
• Think “Success in Three Phases” (pre-click,
post-click, post visit)
• Keywords are about how your audience thinks
• SEO not Magic or Voodoo, just sound marketing
& a little technobabble
• PPC Continues to Grow – Opportunities
abound
• Constantly measure & improve
103 @adamproehl
Questions?
104 @adamproehl
Appendix
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Paid Search Advanced -
Mobile
Mobile Statistics • By 2014 Mobile usage will overtake desktop internet usage
• 1.08 Billion smartphones leading the way
• iPad and other Tablets along with apps are changing the way people surf
Trends in 2012
• Facebook shares and comments are more important than likes
• Google+ Becoming a big factor
• Use of Google +1 changes results
• Web Page Authority Vs. Human Authority
• PageRank, Meet Social Rank? • Who You Are On Twitter
Counts
SEO & Social Authority – Trends
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Facebook & SEO • Social Metrics are Well
Correlated with Higher Rankings
• Pages that earn tweets + Facebook shares also correlate well with earning links, and send direct traffic
• Facebook Shares are more Valuable than Likes
• Likes are still important as they convey great signals of quality
SEO & Social Authority – Facebook
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Targeting: • Location • Language • Demographic (Age, Gender) • Interest Targeting
- Precise Targeting (shown): Likes/Interests /Occupations (keywords most common to your target)
- Broad Targeting: General category
• Connection targeting - Targeting connections
(informative) - Excluding connections - Friends of connections
• Relationship Status • Education & Workplace targeting
SEO & Social Authority – Facebook Ads
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Google +1 Button • +1 Helps discover relevant content • Content recommended by friends
is more relevant • When a +1 button is added Google
assumes you want your page publically available and visible in Google Search results
• CarSoup does not have +1 results
SEO & Social Authority – Google +1
* http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194
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Google+ Impact on SEO • Google+ pages have begin to show
up in primary search results • Direct Connect (beta) lets people
enter '+' followed by the name of your page in Google search to get directly to your Google+ page.
• Use the +1 button to have others recommend your brand
• Be prepared for full rollout
SEO & Social Authority – Google+
* http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194
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Google+ SEO • Profile – Fill out completely • Tagline – Keep your tagline to
about 30 characters. • Posts – Allow publicly visible. • Influence – Participate in the
Google+ community across as many networks as possible
• AdWords – Linking your page will give you credit for any +1’s that you receive on ads.
• Link your website to your Page – Also link your other Social profiles such as Twitter, Facebook, Linkedin, etc.
• Activity – Social Authority relies on activity and profile completeness
SEO & Social Authority – Google+
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