Search Engine Marketing

@maartenvherck

Hate to disappoint you…

SEMSEM

SEO (on & off page)

SEO (on & off page)

SEASEA

Basically it’s simple …

Or is it?

So what’s the REAL difference?

SEO:

-Great long-term ROI-High ceiling & volume-More exposure & awareness

-Though to quantify-Lot’s of work-Takes a while (not for short term)

SEA:

-More expensive -Lower ceiling & volume-May be subject to ad blindness

-Highly measurable-Less development needed-Quick setup

Search engine marketing process

Immediate exposure

Immediate exposure Ongoing communicationOngoing communication Long term

visibilityLong term visibility

SEA:Pay per click advertising

SEA:Pay per click advertising

SMM:Social media

marketing

SMM:Social media

marketing

SEO:Search Engine Optimization

SEO:Search Engine Optimization

“Since the inception of web search, the activity has grown to heights of great popularity, such that in December of 2005, the Pew Internet & American Life Project found that 90% of online men and 91% of online women used search engines. Of these, 42% of the men and 39% of the women reported using search engines every day and more than 85% of both groups say they "found the information they were looking for.”

– SEOMOZ

The relevance of Search Engines

Why is it important?

• The ROPO effect: search online – purchase offline

• Proven that SEM works really good together with traditional campaigns.

“40% of buyers have used a search engine through the research process, helping drive incremental offline sales”

Importance of a good performance

• SEO: – top 3 results :

100% visibility– 2nd page: 4%

• SEA: – results on top of

page: 80 -100%– on the right side:

10 – 50%

Focus on Google

42.1% of all internet users access Google each day

It’s all about keywords…

SEO

AKA organic search optimization

Why is it important?

“The best place to hide a dead body,Is page 2 of Google search results”

• Only 6% of all searches conducted reach the second page of the Google search results

Steps to optimize your website

How to measure site performance

• Google Page Rank• Alexis Ranking• Measure with SEO Quake

On page SEO

Strategy

• Decide which are the most important facts you want to highlight

• Make clear for the consumer and search engines what’s important by the build up of the site

• Make sure that every page has internal links to other pages of the website. These will improve your SEO

Strategy

Content

• Find out which keywords are important per page

• use the keywords 2-3 times within the copy

• Put keywords in bold. This way Search Engines recognize them easier

• Use the most important keywords in titles and url tabs

• Important to use a lot of in-copy links between the different pages

Content

Technical

• Make sure the website is built up with H1 / H2 /H3title tags

• Implement meta data: alt tagging / meta words/ meta keywords/ meta description

• Use robots.txt to guide Search Engines through your site

• Use sitemaps

Technical

• Take loading speed into account

• Make URLs user friendly

• Measure your site in SEO browser

Off page SEO

Linkbuilding

• Search Engines are very sensitive for inbound links.

• Links need to be relevant

• Better one inbound link from a site with PR7 than a hundred with PR1

• Work with affiliates

Blogging

• Help being relevant for a website

• Try to use as much keywords as possible

• Link to different pages of your website

• Use tags

Blogging

SMM

• When having a good conversation and relevant content, Social Media can boost your website’s page rank

• Link frequently to pages of your website

• G+ will be very important for SEO due to the +1 button on Google and because all public shares are indexed

SMM

Though search engines and e-mails keep the most used online, social media is dramatically growing importance.

But this all doesn’t mean you can’t be creative

Comparethemeerkat.com

Comparethemeerkat.com

SEA

AKA paid search

More than only Google Search Results

– Google properties: Gmail, Youtube, Google docs,…

– Google Content Network

More than only Google Search Results

More than only Google Search Results

– Make your own mediaplan with Google Doubleclick

Keywords

• Important: search, investigate and work with the top keywords Based on relevance CTR and CPC

• 3 types of keywords:– Generic– Specific– Brand

Keywords match types in Adwords

Type Inserted in adwords

Appear when example

Broad match

Caribbean Cruise

All sentences containing this word or combination of these words in any order is used in the query

Caribbean holiday Cruises / Cruise holiday in the Caribbean

Phrase match

“Caribbean Cruise”

Keywords are typed in the exact order specified

Cheap Caribbean cruise /Caribbean Cruise deals

Exact match

[Caribbean Cruise]

Keywords must be only end exactly what the user types in

Caribbean Cruise

Negative match

e.g. -Tom Cruise

Ads will not appear when this search term is entered in the query

No ad appears when someone types: Tom Cruise

Adwords campaign

Quality Score

The higher the quality score, the lower the CPCFurthermore it plays a huge roll in determining whether you appear above the search results

An online auction

• Possibility to put more pressure on one keyword than another

• Possibility to put more pressure on certain time periods

• Possibility to target geographically and demographically

An online auction

QnA

Assignment

assignment

1. Analyze the current situation on Avignonesi (on page, off page, SMM,... )

2. Find out which keywords to use. Hint: Tuscany is really important to the brand

3. Make up an SEO strategy and find what we could improve or adjust (check SEOMOZ ‘s beginners guide)

4. Build an SEA strategy. Which keywords to use , how much they cost, what the lead generation will be AND make up a budget for it.