ISA Marketing & Sales Summit

Panda, Penguin, Rabid PPC’s:The Zookeepers Guide to Search Marketing 2013

September 12, 2013

Shari L.S. WorthingtonTelesian Technology

Refocus on Value Proposition

What Factors Correlate with Higher Search Rankings

•Searchmetrics 2013–Keyword domains and keyword links have lost

relevance–Brands are the exception to many rules–Social signals correlate very well with better rankings–Good content is always important–Number of backlinks remains immensely important–On page technology remains a core basic

What Factors Correlate with Higher Search Rankings

Schema, Data Types

Schema, Data Types

Google’s Universal Search Really Likes Videos

+1’s = Search Rank?

If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking.

Rather than chasing +1s of content, your time is much better spent making great content.

-- Matt Cutts, Google Sr Engineer, Search

Content Marketing

WebSearch

Social

Credibility

Trust

Expertise

Loyalty

Google’s Algorithms Rule the Web

•Panda Update–Major update February 24, 2011–Update rolls out over 10 days every month–Focus on higher quality content for individual searcher

•Reduce rank of poor quality sites•Increase rank of high quality sites

–Block unwanted domains

rel=“canonical”

•Goal: 80% unique content per page•Canonical pages are preferred version of a set of

pages with highly similar content•Refer to one master, such as product families with

dupe spec tables•Add rel=“canonical” to header of non-canonical

HTML pages

Be Careful with Press Releases

Page Rank vs Author Rank

•Indicates credibility of page/post author•Will be used to make Page Rank more accurate•rel=“author”• "Within search results, information tied to verified online

profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” – Eric Schmidt, Chairman, Google

Content Rules

•Aim for 80%+ unique content per page•Queries with Knowledge Graph entries up

significantly

What Gets a Site in Trouble?

•High bounce rate on page or site•Low visit times on page or site•Low % of users returning to a site•Low click-through % from Google SERPs•High % of boilerplate content on each page•Low or no quality inbound links to a page or site•Low or no mentions to a page or site in social media

Google’s Algorithms Rule the Web

•Penguin Update (April 2012)–Importance of incoming links–Penguin no-no’s

•Paid text links using exact match anchor text•Comment spam•Guest posts on questionable sites•Article marketing sites•Links from dangerous sites

SEO: On-Page Optimization

•Keyword should be 1st word in page title•Create engaging meta descriptions to increase

CTRs•Bing now penalizes keyword tags!!!•Use rel=“canonical” to avoid duplicate pages•Embed rich snippets

SEO: On-Page Optimization

SEO: On-Page Optimization

•Repeat keyword a few times, use naturally•Use keyword variations•Use graphic/image/photos on important keyword-

targeted pages with alt attributes of img tag•Use keyword in image file name•Keep important pages close to top of hierarchy•Use intra-site linking

SEO: Where to Start

•Google Webmaster Tools account•Use www. domain so turned into link everywhere•No duplicate content, lots of cross-linking within site•No dynamic URLs•Include keywords in

–TITLES, content headers–URLs, files names–Link text, no “click here”

Are Searchers Using Online Ads?

•Banner blindness to display ads, top and right

Text Ads?

•Yes, per 77% of users in Google eye-tracking study at WPI

•When ads are present, fewer results are viewed: 6 with ads, 9 without

•9% clicked on PPCs

PPC: What’s New?

•Google: New Exact & Phrase matching–Includes plurals, misspellings, close variants–“Rotate Evenly” (for ad testing) will stop rotating after

30 days–Mobile-specific ads get top ranking for searches on

mobile devices•5-10% of industrial users are mobile, constantly increasing•Mobile ads + mobile landing pages•Web site: Responsive Design

Responsive Design

http://designmodo.com/responsive-design-examples/

Responsive Design

http://designmodo.com/responsive-design-examples/

PPC: What’s New

•Major upgrade July 2013–Enhanced campaigns: multi-device focus–Auction insights

Google Analytics Update

• Integrated access to both search and AdWords analytics via Webmaster Tools

PPC: What’s New

•New B2B Supplier Program–Google Shopping for Suppliers

PPC: What’s New

PPC: What’s New

PPC: Landing Pages

Questions?

Shari L.S. Worthington

sharilee@telesian.com

@sharilee @telesian

http://www.linkedin.com/in/sharilee

http://blog.telesian.com

Cell: 508-397-6345

Thank you!