search engine marketing overview - greenwich library score presentation
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Search Engine Overview
� Organic Search
� Paid Search
� Local /Social Search
Search Engine Marketing
� Local /Social Search
� Google Analytics
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Started Internet Career in 1994
• The Journal News
• Online Marketing Director, 1996 – 2000
• Launched first web sites• Launched first web sites
• Wahlstrom Group, Stamford 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
• Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University
�Clients include:
� AutoNation
� CBS New York
� Invisalign Braces
� Hudson Valley Tourism
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
� Hudson Valley Tourism
� Westchester County Association
� Stark Office Suites
� NERAK Systems
� ProLease
� First Capital
“Is SEO Dead?”
Search Engine Marketing (SEM)
Overview
“ …the promotion of websites by increasing their
visibility in search engine results pages (SERPs)
through optimization (both on-page and off-
page) as well as through advertising (paid placements, contextual advertising! )”
- Wikipedia
Search Engines Audience Share
Audience Share by Engine� Google Share: Approximately 67%
Yahoo
MSN
AOL
Ask
Search Engine Marketing (SEM)
Overview
A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
� Algorithmic, crawler-based search approach
� Website Content, Architecture, Coding, Links, Web “footprint”
1. Pay-per-Click (PPC) – Paid Search
� Keyword position control, result-oriented
� Bid for Position, Pay-per-Click
� Syndication Networks – Google, Bing
� Brand Protection, Message/Position Control
2. Local /Social Search
� Local Profiles – ex. Google+
� Directory Citations
� Review Management
� Intersection with Social Media
The Evolution of Search Engines
Mobilegeddon!!!!
Google Mobile Algorithm Update
� Rolled out April 21, 2015
� Objective: Improve mobile search experience� Objective: Improve mobile search experience
� Mobile-friendly sites are given greater consideration
� Goal is still to provide best search results
� Google Mobile-Friendly Test
� www.google.com/webmasters/tools/mobile-friendly
� Mobile, Mobile, Mobile
� Verizon – AOL Deal
� Facebook Instant Articles on iPhone
� NY Times, The Atlantic, Others
The Evolution of Search Engines:
Universal Search 2007
Video
News
Images
Wikipedia
Universal Search: changing our
page scanning patterns
Source: Enquiro Research, August 2007
Search Engine Optimization –
Success Criteria
Keywords: Search “DNA”
• Determine 3-5 top phrases for your
entire site
• Determine 2-3 top phrases for each
pagepage
• “Westchester NY accountant” is
better than “accountant”
• Go with your gut but do your
research…
Keyword Research Tools
• Google Keyword Planner
• SEO Book -
• http://tools.seobook.com/keyword-tools/seobook/
• WordTracker.com –
• https://freekeywords.wordtracker.com
• Wordstream.com –
• http://www.wordstream.com/keywords
SEO Coding: Page Titles
• Every page should
have a unique title
built around target
term and content for
that page
• No more than 55 • No more than 55
characters
• Important keywords
at the beginning
• Keep it short,
attractive and
enticing.
• Will often be used as
the page’s bookmark
SEO Coding: Meta Descriptions
• Every page should
have a unique
description built
around target term
and content for that
pagepage
• No more than 175
characters
• Incorporate important
keywords
• Entice searcher to
read & click
• Will often be used as
the listing’s snippet
Website Copy
• No text graphics
• Users come first
• Descriptive
• Location, location, location.
• PHRASES not WORDS
• Plural, tenses, -ings, etc.
Help for the “Dumb” Search Engine
Keyword phrases that make
senseNo keyword phrases
Links: A Deciding Factor
• More difficult for web site owners to manipulate links than their own pages
• Major component of Google, also used by nearly everyone else, to some degree
• A few links from quality sites are better than hundreds of links from bad sites
• Provide a reason for linking; report, data, free giveaway, etc.
• Social Signals!
What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by:
• Content – theme/topic, page text, coding, navigation - VIDEO• Content – theme/topic, page text, coding, navigation - VIDEO
• Site Performance – does it load quickly? Can spiders “crawl” the site
• Site Authority – Do other sites link to it? It is being discussed in Social circles?
• User Data – do visitors stay long? How many pages do they visit? Do they return?
• Site History – has the domain been active long? Is it “clean”?
• New – MOBILE- FRIENDLY
SEO Principles:
Building Blocks
Paid Search: Google AdWords
Paid Search: AdWords Mobile
Google Search Results
Call Extensions
Ad Extensions
AdWords Interface
Benefits of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
� Quick Results
� Budget Control
� Directly affect Ranking
� Syndication Network:� Syndication Network:
� NY Times
� AOL
� Ask
� Thousands of others
� Great for Testing; Online focus group
� Brand Protection
� Measurable!
Disadvantages of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search
� Keyword prices
� Up to $25 - $50 Cost-per-Click (CPC) in some categories
� Average CPC: $2.50 - $4.00� Average CPC: $2.50 - $4.00
� Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc.
� Average CPC down 5% - 10%; Google Enhanced likely to change that
� Need to commit fair budget/campaign trial time
� Requires ongoing attention; “set it & forget it” is a recipe for failure
� Google defaults make money only for Google
� Buyer Beware: unprofessionalism is widespread
� Misleading promises
� Marketer should own accounts
Local Search: The Evolution
Local Search: Why is it Important?
Local Search: Why is it Important?
Local Search: SEO
Local Search: Reviews
Google+ Page
What is a Citation?
A citation is a mention of your business on the web, typically in the format of Name,
Address, and Phone number. This is called your NAP.
2013 Local Search
Harmful Ranking Factors
Listing Resources
Listing Resources
Listing Resources
Keys to Local Success
• SEO - Location Keyword In Title Tag And H1 Tag
• NAP - business name, address and phone
number.
• Local Phone Number• Local Phone Number
• Claim Your Citations
• High Quality Backlinks
• Links From Local Websites
• Google+ Local Page
• Reviews
• Mobile
Search Marketing: Measuring Success
with Google Analytics
Analytics Code
Analytics Tracking: Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Social Buttons, Posts
▫ Display▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
� SEARCH: Google Analytics Tracking URL Builder
� http://support.google.com/analytics/answer/1033867?hl=en
Reviewing Your Data – Report #1
Reviewing Your Data – Report #2
Reviewing Your Data – Report #3
Reviewing Your Data – Report #4
Reviewing Your Data – Report #5
Google Webmaster Tools
• Diagnose potential problems
– Crawl info
– Website content
• See how your site performs
– Top queries– Top queries
– Indexing information
• Share info with Google about your site
– Submit a Sitemap file
What’s Next for 2015
• Mobile
• Social Signals
• Content
– Quality– Quality
– Relevance
– Freshness
– Video
• Site Performance