brian free senior account manager the search agency … · •a brief history of search engine...
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BRIAN FREE
SENIOR ACCOUNT MANAGER
THE SEARCH AGENCY
DAN CILEN
ACCOUNT MANAGER
THE SEARCH AGENCY
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• A brief history of Search Engine
Optimization (SEO)
• Why SEO should be incorporated in your
marketing mix
• What you can do to improve your site
• Useful tools to help you along the way
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
* Duane Forrester - Bing
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
Paid Paid
Earned
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What is SEO?
• SEO is the practice of improving a
website’s functionality and usability in
order to rank for relevant search queries in
Search Engine’s Organic listings
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Why SEO is Important • New Customer
Acquisition
• Increased Visits
• Increased Revenue
• Improved Usability
• Limit Friction Leading
to Conversion
• Optimized Website
Improves Paid Quality
Score
• Low Cost Solution
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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What is SEO Made of?
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
On-Site Signals
Off-Site Signals
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How to Get Started • Analytics – If you have it, analyze it – if you don’t set it up
• Website must be crawlable
• Research Keyword Phrases – Understand how your
Customers Search
• Content is King – Write Compelling Content
• Make Sure People can Follow and Share your Content
• Backlinks are important – if you write great content it will
attract natural links
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Get Crawling
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
path
• Without a path from one page to the next, Search Engines would not be able to crawl, index, and rank your content
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Basics of Technical SEO • Technical SEO is the building block of a strong foundation
• What will you need?
– Clean domain
– Clean URL structure using keywords where possible
– Crawl paths following the site hierarchy
– Fast load times
– Handling of duplicate content
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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SEO Content Success • DO - Write for users, not search engines
• DO - Research keyword phrases and trends
• DO - Share your content on social platforms
• DO – Optimize Titles and Meta Descriptions
• DON’T stuff keywords
• DON’T write thin content
• DON’T copy articles from 3rd party sites
• DON’T write content just to rank for keywords
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Holistic Approach
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
* Duane Forrester - Bing
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SEO Hot Topics
• Mobile
• Social
• Local
• Google Penalties
– Penguin, Panda, Caffeine, etc
• Google Updates - Hummingbird
• Semantic Web
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Mobile Optimization
• Responsive
• Adaptive
• Separate Domain
• Speed and Usability are
Critical to Success
• Website Content/Flow Plans should be
Centered on Desired Customer’s Actions
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Social and SEO Play Nice
• Fresh Content
• Sign of Topical Authority
• Search Signals now Incorporated Directly
in SERPs
• Factor in Ranking
Algorithm
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Local
• 43% of all Google Searches are Localized
• Leverage Online and Offline Signals
– Google+, Google Places, LinkedIn, etc
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Google’s Fascination w/ Black &
White Animals
• Penguin, Panda, and what’s next
– Authentic Content and Natural Links
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Hummingbird – Future of Google
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
• Google Overhauled their Algorithm
• Focus on Understanding User’s
Intent
• Preparing for Search on New Device
– Voice Search
– Predictive Search
– Enhanced Mobile/Tablet Search
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Semantic Web – Moving Beyond
Search Queries
• Knowledge graph of
the web
• Connections between
– People, Places,
Things, Events, etc.
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Analytics
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Architecture Tools
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Content Tools
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Link Tools
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Social SEO Tools
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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SEARCH ENGINE MARKETING FOUNDATION
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What is SEM?
• Search engine marketing (SEM) is a digital
marketing chanel that allows advertisers to
market directly to in market users within
the search engines results page and in
relevant content.
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Why SEM is Important • Capture “Hand
Raisers”
• New Customer
Acquisition
• Increased Visits
• Increased Revenue
• Most Efficient
Acquisition Chanel
• Customized Targets
• Find New Markets
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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How does it work?
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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SEM. What is it good for?
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Terms
– Impressions: The number of times an ad was
included in the search results
– Clicks: The number of visitors that clicked on a paid
search ad
– Cost: Assigned spend allocated to action/campaign
– Conversions: A visitor completing a target action
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Where can we show?
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
Paid Paid
Earned
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Contextual Advertising
Injuries
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
Sports Equipment
Derek Jeter
David Robertson
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
Rank
1
2
3 4
5
6
7
8
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
How is rank determined?
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
How is rank determined?
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
Elements of a SERP
1
2
3 4
5
6
7
8
Keyword
Impressions
Click
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A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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How Do I Get Best Results?
Align
Keyword
+
Ad Copy
+
Landing Environment
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Match Types
Match Type
• Exact Match
• Phrase Match
• Broad Match
What can I show for?
• 24 hour oahu plumbers
• Oahu plumbers
• 24 hour restaurant
• Hour glass
• Oahu fixtures
• 24 hour handyman
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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How do we determine bids?
Method
• CPC bidding
• CPA bidding
• Determine what you bid is
going to be based on a
desired cost per click.
• Determine bid based on
the value and cost
associated with a click
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Negatives
Prevent your ad from
being shown for queries
containing chosen terms
What would we negative?
• Close variants not related
to our services
• Undesired phrase matches
• Terms that are generating
clicks without creating
value
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Ways we can target
• Geo modified
• Geo targeted
• Search language
• Device type
• Day parting
• Interests/contextual
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Extensions
• Sitelinks
• Call extensions
• Review extensions
• Social extensions
• Location extensions
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Product Listing Ads
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION
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Product Listing Ads
A HAWAIIAN TELCOM UNIVERSITY PRESENTATION