search marketing integration seminar - vorian agency (women in business wa)

- Megan Del Borrello

• The days of SEO as a separate discipline are over

• What we were doing 5 years ago has no effect or if any – a harmful effect

• It’s now about quality, engagement and social proof• It’s no longer enough to just do SEO or to just have a website

The Case for Search Marketing IntegrationOnline Marketing is a vital part of any organisations marketing structure

You need to get people to know your business better online

•Changes in Google algorithms have rendered many traditional SEO (Search Engine Optimisation) techniques redundant or less effective.•SEO is fast evolving into a more creative, diverse and finally integrated service that needs to cooperatively work together•To get Top Google Rankings = user engagement x on-page quality x off-page linking factors x on-page factors x social signals

This doesn’t mean SEO is dead!

• Someone is always declaring SEO is dead! It isn’t – the landscape is merely changing. • Search Engines AND consumers want; quality, engagement and social proof.• Search engines will measure content quality, brand sentiment and relevance.• One key element in Google's Penguin update was the inclusion of an organisation's brand

reach as a factor in SERPs.

Some things never die!• Good domain name (domains with keywords were made redundant by Google ages ago)• Quality SEO friendly CMS (Content Management System)• Quality hosting (in the country you are targeting!)• www resolved. Your website without the www doesn't redirect to www. (duplicate

content)• Lower case, hyphenated, structured URL address strategy• Well structured, clean <html> code that passes W3C Validation• Fast loading page code/design• Google/Bing webmaster verification• Geo positioning location code (particularly for local search)• Actual well-written content• Avoid use of flash• Inclusion of robots.txt file and sitemap.xml file

It’s about creating value through multiple online mediums and having it direct back to your website.

•Social•Blogs

•Offline media•PPC Advertising

•Content •Video

Social media and SEO are also becoming more entangled.

Consumers are more and more wanting social proof such as reviews, likes and ratings.

Search engines are now measuring social signals in their algorithms, based on brand sentiment.

You must maintain your Social Media for it to be effective.

It’s a springboard of information that can direct back to your website.

• Add the user numbers in multiple social platforms• The social platforms you have a presence on must “suit” your business. (eg. A

Funeral Director wouldn’t go on Twitter)• Google is not the only place to be found – go where the numbers are!

Facebook - 12,000,000YoutTube – 11,750,00LinkedIn – 3,400,000Wordpress – 5,000,000Tumblr – 4,200,000Twitter – 2,167,849Pinterest – 1,629,564Instagram – 1,469,000TripAdvisor - 830,000Google + - 340,000

How Social Signals Help• Social media values such as likes, shares, retweets and +1s, are becoming more

influential in terms of garnering search results.• Google is interested in rewarding sites that have good social signals.• Social media injects a valuable human element into the search landscape to

balance out spiders, algorithms and technology.

• Familiarity Biases Behaviour• In Google’s Penguin update it included a companies brand reach as a

factor in Search Engine Rankings.• Brands searchers know will get clicked more often• Put simply, the more popular your brand is the more likely you will to be

on the 1st page of SERPS.

One of the most influencial factors in Search Engine Marketing.

Videos are now outranking organic page listings, this is because Google sees them as more relevant to a search query

Websites with videos on them are actually 53 more times likely to feature on 1st pages in search engines.

Viewers of videos are also 64 percent more likely to purchase after watching a product video.

How do I use Video to Promote my Website?• The longer the video the less likely it is to be watched

• Video topics should be interesting! Otherwise people wont watch them• Add some keywords into your video title

• Optimise your video• Upload it to youtube and Vimeo.

Advantages of Video Promotion• Low competition so far – surprisingly not many companies are using video to promote

their websites• Creating a video is not difficult and is not as expensive as it may seem• People readily share links to good videos

Case Study for VideoIsland Spice Accessories – How to Tie a Scarf

•Fun tutorial on different ways to tie a scarf•Posted on website, YouTube and Facebook

•Promoted with Facebook ads for a period of 2 weeks

Case Study for VideoResults•164 views on Youtube•13 new page likes on Facebook•28 new visits to website direct from Facebook advertising of video•8.17 average page visits when sourced from Facebook•1 sale•Average time on site 8:34 minutes after watching video.

The figures don’t lie – Video Marketing

• Videos get 267% more links than normal posts• Video keeps prospect customers on site up to 2 minutes longer• Viewers retain 58% of what they see, but only 10% of what they read• A consumer who views a product video is up to 144% more likely to add

that product to his cart than a consumer who watches no video

These figures show that search visibility and performance are directly improved by the integration of video and, as a result, video should be

integrated into all digital campaigns.

• Blogging is one of the best delivery mechanisms for SMI, With a blog you can easily leverage images, written text, video and other content, with social media sharing capabilities already integrated.

• Blogging can tie in with your social media strategy and then link back to your website. How?

• Guest blogging is the best SEO that a site owner can implement for a site

• Author Rank is essential for getting a better rank in Google

• Author Rank is a new way for Google to rank the quality of particular authors

• It’s all about discovering great content

• To identify the author of a blog or article, Google checks for a connection between the content page, and author page and a Google profile.

• The more often you share your content on Google+, the more you increase the popularity of the content and its rank

Organic and paid campaigns should be closely integrated

Take the intelligence from SEM campaigns and directly apply to organic strategy

•Keywords that generate sales•Landing page techniques that generate conversions•Identify trends by testing new phrases or products

A recent Google study suggested there’s a strong relationship between ad click-through rates (CTR) and the presence of an organic listing on the first page of results.

Put another way: If you have a high organic listing for a particular search term, your paid ad for that same term is going to get a much higher CTR than if you didn’t.

Content – It all starts here!

Types of content:•Blog posts•Articles•Videos•Infographics•Webinars•Slideshows•Images•Reviews•Website copy•Product descriptions•Ebooks•Digital magazines•Podcasts•Case studies•Enewsletters

• Quality, relevant and organised content.• Search Engines have always cared about quality content• And with Google integrating Panda into their more regular algorithm updates, it’s

never been more important to have relevant, organised content as Panda specifically involves website content, how your site delivers content to the search index.

Content is King – the saying may be old, but it still rings true.

Duplicate content will sink your site.

• Does my site have duplicate, overlapping or redundant articles on the same or similar topicswith slightly different keywords?

• Do my pages provide substantial value when compared to other pages in search results?

• Would I expect to see this article in a printed magazine, encyclopedia or book?

• Are my pages produced with great care and attention to detail vs. less attention to detail?

Content is at the heart of any online marketing strategy.

•Without quality content, you can’t execute a good social media campaign, a PPC campaign, an email newsletter campaign, or an SMI campaign. •Carrying out an SMI campaign successfully means generating quality content at least regularly, if not constantly.

In the end, it all harks back to the age-old web adage that Content is King.

Main differentiating factor between old SEO and SMI is the transition away from optimising content for search engines towards optimising it for people.

That means creating quality content that will inform and entertain consumers, while also being search integrated and on message.

This means people like to educate themselves before making online purchases. This is a key factor in why SMI will be vital in any future search marketing strategy.

• Google receives over 2 million search queries every minute.

• Facebook users share just under 700,000 pieces of content per minute.

• Brands and organisations on Facebook receive approximately 34,722 "likes" every minute.

• Twitter handles more search queries per month than Bing and Yahoo combined.

• The Google +1 button is used more than 5 billion times per day.

• Google+ adds approximately 625,000 new users every day.

Over the last few years a number of different factors have changed the way the Internet works.

Old marketing techniques are irrelevant.

Successful SMI requires the full integration of your whole company.

Creating value through multiple online mediums and having it direct back to your website.

Social Media and SEO are becoming more Social media and SEO are also becoming more entangled.

Familiarity biases behaviour.

Video is now one of the most influential factors in Search Engine Marketing.

Blogging is one of the best ways to implement an SMI content strategy.

Your organic and paid campaigns should be closely integrated.

Content is at the heart of any online marketing strategy. Without quality content, you can’t execute a good social media campaign, a PPC campaign, an email newsletter campaign, or an SMI campaign.

The main differentiating factor between old SEO and SMI is the transition away from optimizing content for search engines towards optimizing it for people.

• Search marketing integration is about so much more than simply allowing for crossovers between the various digital marketing disciplines.

• No two organisations are the same so you need to look at your company and your companies online marketing as a whole and see how the SMI model can be adopted.

• The bottom line of every marketing campaign is to increase conversions/revenue.

• In order to achieve this you need to increase Your authority and trust, so people feel comfortable Completing a conversion.

Adopting Search Marketing Integration helps achieve this objective.