Download - Search Engine Marketing Tutorial
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Search MarketingChris Sietsema
August 2011
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Quick Background
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Agenda
• Organic• Local• Paid• We’ll also touch on:
– Analytics– Social Media– Mobile– Recurring Revenue for Your Agency
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Our Landscape
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Share of Search
65%
16%
14%
4%
GoogleBingYahooWho Cares
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How Organic Search Works
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How Organic Search Works
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How Organic Search Works
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Old School Tactics
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Some Rules Still Apply
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Golden Rule
• Life– Treat others as you would want to be treated
• Google– Create and promote content you would want
to consume, read, share, etc.
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Keywords
• Where does one find them?– “google keyword tool”
• Bookmark it!
– Analytics– Clients & Their Customers
• See “Search Marketing PreLaunch Survey”
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Keywords
• What qualities must they possess?– Relevant– Popular– Not Overly Competitive
• See http://goo.gl/aAO7R
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Keywords
• Where does one place them?– Page Titles
• Once : Limit 64 Characters
– Meta Descriptions• 1-2 Times : Limit 155 Characters
– Meta Keywords• Repeat every word in Title and separate with
commas
– Headlines, HTML Text & Alt Tags• H1 tags if possible
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Keywords
• Where does one implement such mystical algorithmic niblets?
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Pages = Destinations
From One Person to AnotherHome Page is Most Likely Destination
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Pages = Destinations
From “The Google”Every Page is a Possible Entry Point
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Duplicate Content
• Who is the real JCVD?
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About Panda
• Wall Street Journal Article– “JC Penney is gaming the system”
• Google Responds– JC Penney and others begin to fall in rankings
• Panda-monium Ensues– Another WSJ read: http://goo.gl/cLrwC
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About Panda
• Good News: No more writing for robots
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Panda Implications
• Good News:– Humans Rule (yay humans!)– Basic Optimization Techniques Still Relevant– Content Promotion is Paramount– Analytics Even More So
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Panda Implications
• Stuff That Works:– Education Marketing (No, Not UOP)
• Teach someone something
– Utility Marketing (No, Not SRP)• Make someone’s life easier
– Entertainment Marketing (No, Not PCP)• Make someone laugh, cry, question, or evoke
some kind of emotion
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Design & SEO
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Design & SEO
• Good Luck in Your Future Endeavors:– Sites built exclusively in Flash– Frames– Graphic Text– Excessive Java Script– Black Hat SEO (white text, etc.)
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Design & SEO
• Technical Audit Components– Titles & Meta Tags– Sitemaps– Keyword Rich Text & Headers– Links (can never get enough)– Canonicalization– CSS & Image Disabling (use browser plugin)– External Script– Robots.txt
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The Role of the Link
• Important Google Updates in ‘05– Jagger– Big Daddy
• Links now impact search engine positioning
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Virtual Endorsements
• Links Are Like Votes– The more you earn from relevant sources, the
better you look in Google’s eyes
• Not all links are created equal.• For example…
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Virtual Endorsements
• Let’s say I’m applying for a job as a software developer.
• My References:
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Competitive Link Analysis
• Open Site Explorer• Majestic SEO• Excel• See http://goo.gl/QJwFc
• Google Other Link Opportunities– http://www.soloseo.com/tools/linkSearch.html
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Fun with Link Building
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A New Search Engine Spider
Researcher
Competitive Analyst Sales Person / Pitchman
Writer / Producer
Data HoundTechnical Savant
Social Butterfly
Strategic Guide
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Local Listings
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Local Listings
• Claim with a Client-specific Email Address• Provide Business Detail• Assign Relevant Categories• Optimize Description Like SEO• Photos & Video• Encourage Reviews (Glowing Ones)• Add an Offer• Promote with Google Boost if Necessary
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Local Listings
• A Crucial (and annoying) Step
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Local Listings
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Paid Search
Keywords .
Ads
Landing Pages
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Bare Necessities
• Setting Up A Campaign– What is the primary objective?– Specific Geography?– Language Restrictions?– Campaign Budget?– Campaign Timeframe?– What is Target Cost per Lead/Sale?
• Keyword Research• Match Types…
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tampa umbrella store
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Broad Match
• tampa umbrella store
• tampa umbrella store• tampa toy store• windproof umbrella• patio umbrella• tampa bay lightning• umbrella stands
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Phrase Match
• “tampa umbrella store”
• tampa umbrella store• tampa umbrella store directions• tampa umbrella store coupons• south tampa umbrella store• tampa umbrella store sale
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Exact Match
• [tampa umbrella store]
• tampa umbrella store
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Modified Broad Match
• tampa +umbrella store
• tampa umbrella store• umbrella outlet• rectangular umbrellas• beach umbrela site• umbrellas with rainbow colors
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Modified Broad Match
• tampa +umbrella +store
• tampa umbrella store• clearwater umbrella store• store umbrellas• best umbrela stores• the umbrella store
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Match Types
Broad Match
Modified +Broad +Match
“Phrase Match”
[Exact Match]
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Display Network
• Broaden Your Reach Further
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Paid Advertising
• Search Engine Advertising– Headline: 25 characters– Description Line 1: 35 characters– Description Line 2: 35 characters– Display URL
• Dynamic Keyword Inclusion– {KeyWord:Your Sample Headline}
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Paid Advertising
• Ad Testing– AB Splits– Multivariate (aka Taguchi)
Display URL
Description
Headline
Display URL
Description
Headline
Display URL
Description
Headline
Display URL
Description
Headline
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Landing Pages
• Landing Pages– Rule #1 – Convey Relevance Always– Rule #2 – For Every Ad Group, A Page– Rule #3 – Allow for Continuous Editing
– Rule #4 – Test If Possible
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Landing Pages
• Google Website Optimizer
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Quality Score
• Keyword Relevance• Landing Page Quality• Landing Page Load Time
• Ad performance• Account history• Historical Clickthrough Rate
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Measurement
• Traffic by Campaign• Actions by Campaign• Campaign Spend• Cost per Action• Cost Per Click• Conversion Rate• Keyword Performance
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Some Helpful Tools
“google URL builder”
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Paid Search