seo, sem & social - intro, best practices & campaign tools
TRANSCRIPT
SEO, SEM, SocialBest Practices &Campaign creation toolsLuke FreemanDigital Marketing Coordinator, ABCW: lukes.me T: @lukefreeman
Originally presented for GeneralAssemb.ly Sydney
AGENDA
‣ Digital Marketing
‣ Search Engine Optimisation (SEO)‣ Basics, Best practices & Tools
‣ Search Engine Marketing (SEM)‣ Basics, Best practices & Tools
‣ Social Media‣ Basics, Best practices & Tools
2
DIGITAL MARKETING
SEO, SEM, SOCIAL
DIGITAL MARKETING 4
Benefits
‣ Simple to start‣ Highly targeted‣ Measurable‣ Controlled budget‣ Increased brand awareness‣ Immediate feedback
= very efficient
DIGITAL MARKETING
Note: YouTube (videos) and
eBay (shopping) make the
list, and Facebook almost
makes the Top 10 list.
Google accounts for
2/3 of global searches
and 90% of Australian
queries.
5
Search Engines
‣ Google AdWords‣ YouTube (Yes! YouTube is #2)‣ Yahoo‣ Baidu (Chinese, Japanese)‣ Bing (formerly MSN/Live)‣ eBay (Yes! The shopping site)‣ Naver (Korean)‣ Ask.com‣ Yandex (Russia)‣ AOL
DIGITAL MARKETING
There are many other smaller networks or
ones with much higher minimum spends.
These are not relevantto SMBs in most cases.
6
Advertising Networks
Search‣Google AdWords‣Yahoo/MSN/Bing (not very big in Australia)
Social‣Facebook‣LinkedIn (limited applicability)
Display‣Google Display & YouTube (via AdWords)
DIGITAL MARKETING
There are many other smaller networks or
ones with much higher minimum spends.
These are not relevantto SMBs in most cases.
7
Advertising Networks
Search‣Google AdWords‣Yahoo/MSN/Bing (not very big in Australia)
Social‣Facebook‣LinkedIn (limited applicability)
Display‣Google Display & YouTube (via AdWords)
DIGITAL MARKETING 8
Social Media Networks
SEARCH ENGINE OPTIMISATIONBest Practices and Campaign Tools
SEO, SEM, Social
10SEARCH ENGINE OPTIMISATION
WHY?
SEARCH ENGINE OPTIMISATION 11
Types of Search
‣ Organic‣ Paid‣ Maps/Local‣ Videos‣ News‣ Images‣ More…
12SEARCH ENGINE OPTIMISATION
Organic Search
13SEARCH ENGINE OPTIMISATION
Paid Search
14SEARCH ENGINE OPTIMISATION
Maps/Local
15SEARCH ENGINE OPTIMISATION
Videos
16SEARCH ENGINE OPTIMISATION
News
17SEARCH ENGINE OPTIMISATION
Images
18
SEARCH ENGINE OPTIMISATION 19
How Search Engines Work
‣ Spiders (crawlers/bots) follow links to find pages
‣ Pages are added to the SE index ‣ Users enter queries into the interface‣ Relevancy algorithms determine the
results
SEARCH ENGINE OPTIMISATION 20
How Search Engines Work
crawled pages in the index+
( phrases + parameters )+
relevancy algorithms=
search results
SEARCH ENGINE OPTIMISATION 21
BEST PRACTICES
How to ensure your pages rank well!
SEARCH ENGINE OPTIMISATION
SEARCH ENGINE OPTIMISATION 23
Best Practices
‣ Accessible, quality content‣ Keyword research and targeting‣ Link building‣ Social
‣ Measure & optimise
SEARCH ENGINE OPTIMISATION 24
SEARCH ENGINE OPTIMISATION 25
Accessible, Quality Content
‣ Machine readable & accessible to the visually impaired‣ Unique (don’t duplicate content)‣ SEO friendly coding – proper use of meta information and HTML
tags‣ Logical site architecture – every page is a potential landing page‣ Search friendly URL structures‣ Submit sitemap.xml to search engines and keep it up to date‣ Proper use of Robots.txt
SEARCH ENGINE OPTIMISATION 26
Keyword Research and Targeting‣ What would you search for?‣ What would your customers search for?‣ What would your customers really search for?
SEARCH ENGINE OPTIMISATION 27
Keyword Research and Targeting
GOOGLE KEYWORD TOOL
Use alongside Google’s traffic estimator to find new ideas and their potential.
SEARCH ENGINE OPTIMISATION 28
Keyword Research and Targeting
GOOGLE TRENDS
Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
SEARCH ENGINE OPTIMISATION 29
Keyword Research and Targeting
COMPETITOR RESEARCHFinding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
SEARCH ENGINE OPTIMISATION 30
Keyword Research and Targeting
SEARCH ENGINE OPTIMISATION 31
Link Building
#1 EASIEST thing to do is to list your site on major directories like:‣Yellow Pages‣True Local‣Google Places/Local/Merchant‣Hot Frog‣Gumtree‣eBay (make a store)‣Whereis‣Local Buzz‣Many more!
SEARCH ENGINE OPTIMISATION 32
Link Building
Other more long term, however easy, solutions include‣Formally requesting links from people – Scalability: Low, Quality: High‣Competitive research – Scalability: Low, Quality: Moderate
More advanced techniques:‣Linkbait/viral campaigns‣Content/technology licensing‣Partnerships, exchanges & trades‣Paid links
SEARCH ENGINE OPTIMISATION 33
Social Media for SEO
Great qualified, consistent links will help SEO:‣Facebook‣Twitter‣Google plus‣Youtube‣Wikipedia (be very careful & only if relevant)‣Much more!
Social media can be part of your content strategy
TOOLS
Making your life easier, taking out the guesswork.
SEARCH ENGINE OPTIMISATION
SEARCH ENGINE OPTIMISATION 35
Measuring Tools
‣ Google Analytics (or other website analytics packages)‣ Google Webmaster Tools‣ Bing Webmaster Toolbox‣ Open Site Explorer‣ Wordstream‣ SEOMoz (in particular their Rank Tracker)‣ SEOBook (in particular their Rank Checker)‣ WebPosition‣ Raven Tools SERP Tracker
SEARCH ENGINE OPTIMISATION 36
Learning Tools
Websites:‣SEOMoz.org‣GoogleWebmasterCentral.Blogspot.com‣SearchEngineLand.com
Books‣Basic - Search Engine Optimization For Dummies‣Advanced - The Art of SEO: Mastering Search Engine Optimization
SEARCH ENGINE OPTIMISATION 37
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do
SEARCH ENGINE MARKETINGBest Practices and Campaign Tools
SEO, SEM, Social
SEARCH ENGINE MARKETING 39
WHY?‣Relevance‣Return on Investment (ROI)‣Reach
HOWEVER… you can only build good search campaigns for things that people are searching for!
SEARCH ENGINE MARKETING 40
Google AdWords
Search Network Pull marketing
Display Network Push marketing(including YouTube)
SEARCH ENGINE MARKETING 41
To DIY, or not to DIY, that is the question…
‣Do it yourself (in-house)‣Agency‣Contractor‣Outsource
SEARCH ENGINE MARKETING 42
AdWords Terminology
SEARCH ENGINE MARKETING 43
AdWords Account Structure
SEARCH ENGINE MARKETING 44
AdWords Ad Formats: Text
Headline – 25 CharactersDisplay URL – 35 Characters
Description 1 – 35 CharactersDescription 2 – 35 Characters
Sitelinks - Up to 6x35 Chars
SEARCH ENGINE MARKETING 45
AdWords Ad Formats: Banner
SEARCH ENGINE MARKETING 46
AdWords Auction
Ad Rank = Max CPC x Quality Score
CPC = Ad Rank of Competitor Below / Your QS + 1c
SEARCH ENGINE MARKETING 47
AdWords Auction
Ad Rank = Max CPC x Quality Score
SEARCH ENGINE MARKETING 48
AdWords Auction
Ad Rank = Max CPC x Quality Score
BEST PRACTICES
How to get the most bang for your buck!
SEARCH ENGINE MARKETING
SEARCH ENGINE OPTIMISATION 50
AdWords Best Practices
‣ Tightly structure your Campaigns & AdGroups
‣ Do extensive keyword research‣ Use all match types‣ Use negatives heavily‣ Focus on highly relevant creative‣ Constantly be testing your ads‣ Use all applicable Ad Extensions‣ Track conversions & optimise towards
them
SEARCH ENGINE OPTIMISATION 51
Campaign & AdGroup Structure
Effective campaign organisation examples:•Theme or product line•Your website's structure•Different brands•Geography•Language•Network preference•Budgets
SEARCH ENGINE OPTIMISATION 52
Campaign & AdGroup Structure
Effective campaign organisation examples:•Theme or product line•Your website's structure•Different brands•Geography•Language•Network preference•Budgets
SEARCH ENGINE MARKETING 53
Keyword Research and Targeting
GOOGLE KEYWORD TOOL
Use alongside Google’s traffic estimator to find new ideas and their potential.
SEARCH ENGINE MARKETING 54
Keyword Research and Targeting
GOOGLE TRENDS
Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
SEARCH ENGINE MARKETING 55
Keyword Research and Targeting
COMPETITOR RESEARCHFinding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
SEARCH ENGINE OPTIMISATION 56
Keyword Research and Targeting
SEARCH TERM REPORTS
Find out what search terms your keywords are being matched to by Google.
SEARCH ENGINE OPTIMISATION 57
Keyword Match TypesThe keyword “used book” can match to the following search terms depending on its match type:
SEARCH ENGINE MARKETING 58
Negative Keywords
If you have a negative keyword "college" then the phrase "used college book" will not trigger your broad keyword "used book”.
Search term reports are very useful for discovering negatives (“free” is the most common one).
SEARCH ENGINE MARKETING 59
Highly Targeted Ads
SEARCH ENGINE MARKETING 60
Writing Quality Ads
‣ Use up the allotted characters (get your money’s worth)‣ Add in sensible punctuation‣ Sell your product‣ Think of your audience‣ Attention grabbing titles‣ Call to action‣ Include keywords (preferably in headline)‣ Benefit driven ads‣ TEST, TEST, TEST‣ AND TEST SOME MORE
SEARCH ENGINE MARKETING 61
Test Your Ads!
SEARCH ENGINE MARKETING 62
Ad Extensions
‣ Display a map with your business location(s)‣ Show product images, titles and prices‣ Link to additional pages within your site‣ List a click-to-call phone number‣ Connect your Google+ page to your ad‣ Include your business’ seller ratings‣ Collect Email addresses
SEARCH ENGINE MARKETING 63
Conversion Tracking
Using Google Conversion Tracking tags or Google Analytics Tags you can track directly from within AdWords.
Third party conversion tracking and bid management tools are also available such as Adobe AdLens (formerly Efficient Frontier), DART Search or Marin.
You should optimise your bidding based on an ROI or CPA basis.
TOOLS
How to get the most bang for your buck!
SEARCH ENGINE MARKETING
SEARCH ENGINE OPTIMISATION 65
Measuring Tools
‣ AdWords Editor – Desktop client for AdWords‣ Bid Management: Adobe AdLens, Marin, DART, Kenshoo,
Wordstream‣ Website Analytics: Adobe Omniture, Google Analytics,
WebTrends‣ Web Industry Tools: Hitwise, SEO Toolbar‣ Keyword Research: Wordstream, Keyword Spy, Wordtracker,
SEMRush
SEARCH ENGINE OPTIMISATION 66
Learning Tools
Websites:‣Google Learn, AdWords Help, AdWords Learning Centre, Inside AdWords‣Wordstream‣SearchEngineLand.com‣SEOMoz.org‣Training.SEOBook.com
SEARCH ENGINE MARKETING 67
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do
SOCIAL MEDIA MARKETINGBest Practices and Campaign Tools
SEO, SEM, Social
SOCIAL MEDIA MARKETING 69
Why Social Media for Business?‣ Social proof – savvy consumers expect it‣ Humanise your brand – no marketing speak!‣ Build influence sphere – networking and credibility‣ Your competitors are there‣ Your audience are using it‣ Google is watching – helps your SEO‣ Great brand exposure – serendipitous discovery‣ Next generation of word of mouth marketing‣ High quality links back to your site – helps SEO‣ Opens up conversation – hear your audience and act!
BEST PRACTICES
Understanding what works!
SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING 71
Social Media Content
‣ Content is king!‣ Engagement is key – photos, videos, conversation work well‣ Define your goals‣ Track your performance (engagement, growth & sales)‣ Use the different platforms appropriately‣ Develop a content plan and stick to it (spreadsheets are
useful)‣ Develop a listening strategy and stick to it‣ Develop a style and stick to it - don’t use “marketing speak”‣ K.I.S.S‣ Assess, reassess and put what you learn into action
SOCIAL MEDIA MARKETING 72
Social Media Advertising
Facebook is where it is
almost all at for the
moment.
In some cases LinkedIn
and StumbleUpon work
well.
Twitter is expensive.
SOCIAL MEDIA MARKETING 73
Facebook Advertising
‣ Click through rate is everything‣ Promoted posts work best‣ Best promoted posts are photos, videos‣ Segmentation is essential – use Power Editor‣ Link back to website – use short URLs with tracking‣ Give special deals‣ Generate conversation‣ Must make sense with content strategy
SOCIAL MEDIA MARKETING 74
Promoted Posts
SOCIAL MEDIA MARKETING 75
Audience Segmentation
SOCIAL MEDIA MARKETING 82
Links within Posts‣ Wherever possible link back
to the website‣ Shorten URLs with services
like bit.ly‣ Put tracking code within
your URLs
SOCIAL MEDIA MARKETING 83
Advertising Content
‣ Do not use “marketing speak” for promoted posts‣ Give special deals to your fans (literally short for fanatics,
these guys are disciples)‣ Generate conversation (e.g. ask questions, this will give you a
higher EdgeRank)‣ Must make sense with content strategy
TOOLS
Making your life easier!
SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING 85
Content Tools
‣ Social Management: Hootsuite, TweetDeck, Seesmic, BufferApp‣ URL Shortners: bit.ly, ow.ly, goo.gl‣ Image Tools: Photoshop, GIMP, Instagram‣ Video Tools: YouTube, Vimeo, iMovie, Windows Movie Maker,
Adobe Premiere‣ Apps: Involver, ShortStack‣ Planning: Google Spreadsheet, Excel
‣ Content Discovery: Google Alerts, Google Reader, Twitter Search/Lists
SOCIAL MEDIA MARKETING 86
Measurement Tools
‣ Ranking – Klout, Twitalyzer, PeerIndex, Kred‣ Impact – TweetReach, SocialMention, HowSociable‣ Performance – Facebook Analytics, URL shortners, web
analytics, NutshellMail‣ Search – Twitter Search, Topsy, Google (Google Alerts)‣ Finding Influencers – Twello,
SOCIAL MEDIA MARKETING 87
Advertising Tools
‣ Facebook Power Editor‣ Adobe AdLens‣ Ignite Social‣ Qwaya‣ Social Ads Tool‣ Clickable
SOCIAL MEDIA MARKETING 88
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn‣ Excel – any spreadsheet application will do
Q&A89SEO, SEM, SOCIAL
THANKS!
Feel free to contact me with further questions.
E: [email protected]: @lukefreemanW: lukes.me
90SEO, SEM, SOCIAL