15 - Search Engine Marketing

8/10/2019 15 - Search Engine Marketing

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DIGITALMARKETING


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SEARCH ENGIMARKETING


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INTRO TOSEO

SEARCH ENGINE OPTIMIZATION


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AGENDA

A B

Search Is A High Intent Channel

What Is SEO?

How Search Engines Work

Best Practices: Getting Indexed

Best Practices: Increasing RelevancyGoogle Algorithm Updates

Homework


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Retargeting

SEARCH IS A HIGH-INTENT CHANNEL

Conversion Probability

Prospect Quality

Display

Social Media Email

Search


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Organic Search dthrough natur

Paid Searchthrough paid ad

the search re

SEARCH ACCOUNTS FOR MORE THAN HALF OF TRAFFIC + HALF OF REVENU


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WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?

The practice of improving and promoting a websin order to increase the number of (non-paid) visitors

receives from search engines.


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HOW SEARCH ENGINES WORK

1.

Crawl sites and build an index.2.

Provide answers by calculating relevancy and resu

SEARCH ENGINESHAVE TWO MAJOR FUNCTIONS


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BEST PRACTICES

SEO BASICS: HOW TO GET INDEXED

GETTING INDEXED


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HOW TO GET INDEXED

Search engine spidersor crawlegather information about your sit

Technical SEO just makes their jo

In some ways, its a lot like hostin


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HOW TO GET INDEXED: A CHECKLIST

CLEAN UP YOUR HOUSECheck that URL redirects send visitors to the correct locations.

Use permanent (301) redirects where appropriate.Check for accurate title tags and meta descriptions.

LAY GROUND RULESSet up robots.txt to allow your site to be indexed.

GIVE DIRECTIONSCreate a sitemap for the site.Submit the sitemap to Google and Bing.

SEND THE INVITE

Use Fetch as Google from Webmaster Tools.


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Title tags are unique, concise definitions of page content. Theyre one of the

contributors to PageRank and have one of the largest effects on SEO.

Critically important is keyword choice as well as keyword placement; the fir

valued most, followed by the second word, then the third, and so on. They shkeyword-rich while still remaining highly user friendly (again, it still needs tperson to click on it).

Character limit of 70.

Title Tag

SEO BASICS: THE TITLE TAG


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Recommendation:Every page needs its own unique title tag (i.e. no other page within your site) that dpage content with the most relevant keywords.

URLs should match the title tag.

Current Homepage:

Recommended Alternatives:

Restaurant News, Restaurant Reviews, Recipes & Events | Tasting Table

SEO BASICS: THE TITLE TAG


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The meta description has no impact on Google search results ranking, but it does impalikelihood to clickthrough.

Therefore, it's important to be concise and descriptive (many sites have meta descript

because of lengthiness) and should always include a call-to-action.

Character limit of 150-160.

Meta Description

SEO BASICS: THE META DESCRIPTION


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Recommendation:Every page needs its own meta description that describes the content of the page ancall-to-action. Think of this as ad copy.

Current Homepage:

Recommended Alternatives:The best of food and drink culture. Tasting Table delivers curated restaurant reviewand foodie events to adventurous eaters across the country. Join free now!

SEO BASICS: THE META DESCRIPTION


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ACTIVITY: IMPROVING TITLE TAGS & META DESCRIPTIONS

15 MINUTES

1.

With your partner, explorebeen assigned to learn wh

2. Select a page on the site wtag and meta description.

3.

On your own, rewrite both

meta description.

4. Compare rewrites with yo

5.

Be prepared to share yourwith the class!

STRUCTURE EXERCISE

PAIRS


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REFRESH

LETS TAKE A BREAK.5 MINUTES


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BEST PRACTICES

HOW TO INCREASE RELEVANCY

INCREASINGRELEVANCY


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WHAT IS RELEVANCY?

S

Relevancy describe

accurate a SERP reusers actual intent.

In order to determinrelevant, search engrelationships betwee

entitieson the web.

An entityis a personcompany, or brand o


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HOW DO SEARCH ENGINES DETRMINE RELEVANCY?

S

Search engines use algorithms and large data sets tomathematically approximate relationships between diffe

entities. These are represented by graphs.

SOCIAL GRAPHKNOWLEDGE GRAPH

LINK GRAPHENGAGEMENT GRAPH


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INCREASING RELEVANCY: SEARCH ENGINE GRAPHS

S

LINKGRAPHDetails who links to what and how.

This helps determine the importance of the relationship between two entities.

SOCIALGRAPHDetails all the social interactions between an entity and other entities found across th

ENGAGEMENTGRAPHCharts the level of engagement between entities.

KNOWLEDGEGRAPHConnects all the information and knowledge available about a specific entity.


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INCREASING RELEVANCY: THE LINK GRAPH

S

LINKGRAPH Details who links to what and how.

Helps determine the importance of the relationship beentities.

Related toPageRank.

EXAMPLE Direct links from one site to another


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LINK JUICE: THE CURRENCY OF THE LINK GRAPH

Link juice refers to the power or equity transferred to a site via links from both intesources.

It affects your sites ranking in search engine results pages, and is a factor in calcula

All else being equal, more sites linkingmeans more link juice.

Referring sites linkingwill transfer les


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INCREASING RELEVANCY: THE SOCIAL GRAPH

S

SOCIAL GRAPH

Details all the social interactions between an entity and entities found across the web.

EXAMPLES Personal connections via social media

Shared group activities + events Mentions Direct interactions in shared content (e.g. replies)


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INCREASING RELEVANCY: THE ENGAGEMENT GRAPH

S

ENGAGEMENTGRAPH

Charts the level of engagement between entities.

EXAMPLES Google +1s, Facebook Likes, Twitter Favorites Comments

Shares Mentions



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Google +1s are consistently rated as an important ranking fa



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INCREASING RELEVANCY: THE KNOWLEDGE GRAPH

S

KNOWLEDGEGRAPH

Connects all available information about a specific entityThe Knowledge Graph includes facts sourced by search spiders, as weinformation about how these factsor data nodesare related.

EXAMPLES

Search works of Michelangelo on Google Search knowledge graph on Google

Or follow this link:http://www.google.com/insidesearch/features/searcknowledge.html


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INCREASING RELEVANCY: GOOGLE+ AUTHORSHIP

Google Authorship enables content creators to increase their authority in a givenarea of expertise. It brings information (like a photo) about the author to searchresults.

There are two main benefits here:1) This has been shown to dramatically increase clickthrough rates on a given lin

2) Sites with a significant number of authoritative contributors are recognized asmore likely to be relevant to searchers. Google rewards these sites with highersearch rankings for keywords related to this space.


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INCREASING RELEVANCY: GOOGLE+ PUBLISHER


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A GUIDE TO GOOGLE UPDATES

Google is always putting out new updates to their search ranking algorithms, but these are the one

Panda (2011)The Panda update added an additional ranking factor designed help users find high quality sites b

sites with too many low quality pages. Content farms were a major target.

Penguin (2012)This update targeted webspampages over-optimized for SERPS in unnatural ways. According sites that adhere to their quality guidelines should not be affected by Penguin.

Keyword stuffing is an example of unnatural optimization:We sell custom cigar humidors. Our custom cigar humidors are handmade. If youre thinking of bcustom cigar humidor, please contact our custom cigar humidor specialists [email protected].

Hummingbird (2013)Hummingbird made Google better at understanding conversational queriessearches phrased asrather than a string of keywords. Ranking for specific keywords matters less as a result of this upd

Pre-Hummingbird SEO: How do I rank for these terms?Post-Hummingbird SEO: How do I best answer the questions my users have?


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REFRESH

LETS TAKE A BREAK.5 MINUTES


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INTRO TOPAID SEARCH

USING GOOGLE ADWORDS


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A COMMON QUESTION: WHY USE PAID SEARCH?

If people are searching my bname and I show upfirst in natural search,

why should I even usepaid search?


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WHY USE PAID SEARCH?

COMPETITION If someone searches for Home Depot BBQ Grills, anothe

place an ad just by targeting the keyword BBQ Grills.

Just because youre ranked first in natural search, do not ameans youre the first link on the page.


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REAL ESTATE If your products sell on other websites as well (such as a clothing braon its own site as well as Macys.com), then those retailers are goingyour brand name.

They will show up in paid search results & natural search results .

The user will always have choices.

By taking out paid search ads, you increase the real estate owned band links to your site. This, in turn, increases the likelihood that somon your ad.


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How do I know that the clicks Im paying for th

AdWords wouldnt have happened anywaythronatural search link?

In SEM lingo, this concern is called cannibalization.

Companies have conducted studies on this to determine the increm

caused by paid search (i.e. orders that wouldnt have otherwise occu

We recommend you test this yourself as well as read articles on the

http://googleresearch.blogspot.com/2011/07/studies-sh


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HOW EFFICIENTIS SEARCH ADVERTISING?!

High intentConsumers are actively trying to buy your product or service.

! ResponsiveYou can reach thousands of people looking for your products within minutes.

! Testable

Quantifiably determine the best performing ads and easily optimize.! Targeted

Show different ads based on location, time of day, device, etc.

! ProfitableReturn-on-investment typically falls between 200% and 600%.

WHY WE USE PAID SEARCH


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Source: US Online Ad Spending Statistics , Invesp

15.36

19.51

22.86

25.41

27.37

2011 2012 2013 2014 2015

US Paid Search Spend ($ Billions)

PAID SEARCH IS #1 RECIPIENT OF MARKETING SPEND


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Its the advertis

where yfront of are actibuy youservice

Dont be

bush wicopy. Bedirect.

HOW DO REAL PEOPLE USE SEARCH?


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INTENT VS. VOLUME FUNNEL

LOW

INTENT

MEDIUM

INTENT

H

INSummer Grilling

Indoor Gardening

Hurricane Prep

Webber Grill

AeroGarden Kits

Scotch Duct Tape

Hom

Home D

HIGH VOLUME L


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HOW ARE ADS SERVED?AdWords determines which ads show first based on three major criteria.

Bid What is the max bid youre willing to pay for this keyword?

Quality Score A score calculated by Google. Its influenced by the expectthe relevance of the ad to the keywords and landing page, and the quality oflanding page itself.

PRO TIP- Pause keywords with Low search volume to protect quality sco

Format As of October 2013, Google estimates the impact of ad extensions

CTR; ads with the more positive expected impact will now show higher.

PRO TIP -AdRank is also now more important in determining whether or extensions are available to you to begin with.

These factors affectAdRank.Each ad is assigned an AdRank score.

Ads are then showed in order of decreasing AdRank going down the page.


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GOOGLE ADWORDS STRUCTURE

LET

S TAKE A TOUR!


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OVERVIEW


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HOMESnapshot of your account and recent performance.

CAMPAIGNHeres where you manage the account. You can create campaigns, ads, keywcampaign settings. You can review performance in detail and export data foranalysis.

OPPORTUNITIESGoogle will suggest ideas to help improve your campaign performance newbudgets, etc. We occasionally review this for added keyword ideas, but not m

TOOLS & ANALYSISHeres where you add Conversion tracking and/or sync with your Google Ana

STEP BY STEP: https://support.google.com/adwords/answer/1704341?

TERMINOLOGY: TOP 6 TABS

OVERVIEW


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OVERVIEWChange the dates here:

TWO MAIN NAVIGATIONS


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TWO MAIN NAVIGATIONS

This lists all yourcampaigns and adgroups.

Here youll edit the v

parts of the campaigview your performan

NAVIGATION OVERVIEW


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NAVIGATION OVERVIEW

Here youll edit the v

parts of the campaigview your performan

TERMINOLOGY


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CAMPAIGNThis is the topmost level within AdWords. You set settings (budget, locatidevice targeting) and ad extensions(microlinks, product listings) at this l

ADGROUPSThis is a folder within your Campaigns. You can have multiple AdGroupsCampaign. AdGroups contain individual ads and keywords.

ADSThe text ad within your AdGroups. This is what is shown to users who seakeyword youre bidding on.

KEYWORDSThe terms youve chosen to bid against if people search for this word, yo

want to see your ad

TERMINOLOGY

LETS CREATE A CAMPAIGN


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LETS CREATE A CAMPAIGN

Click this.

FIRST CREATE A CAMPAIGN


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Organize campaignsby a common goal or product.

For example, if you are selling coffee, you might have a

Coffee Beans campaign and a Ground Coffee campaign.

FIRST, CREATE A CAMPAIGN

Ad extensions

PRO TIPS

Use the Search Network Onlyoption, with AllFeatures enabled.

Do not include search partners when you choosethe network.

Separate mobile campaigns from desktop andtablet.

Bid manually, not automatically to retain control.

Use site links(a type of Ad Extensions). If theydont seem relevant to a specific ad or keyword,then thats a hint to make a new campaign!

CAMPAIGN ORGANIZATION: BEST PRACTICES


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Site extension links are a productive, oft-overlooked element paid search ad. They eat up more page real estate and allow select the best link for them, increasing conversion rate.

You can append site extension links at the campaign or AdGroup level. Keep twhen youre organizing your Campaign and AdGroup structure.

Similarly, targeting by device or geography or time of day are all done at the c

CAMPAIGN ORGANIZATION: BEST PRACTICES

AdG b t


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Campaigns should be differentproducts completely (either byretailer or by product category) orshould be the same products with

different targeting (e.g. Domestic vs.international).

AdGroups are subcategbeneath campaigns.

These should be includextensions and are usead more closely to the s

ADGROUPS ARE NEXT


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AdGroups need a name, an adand keywords.

AdGroups will share Ad Extensions (set at the Campaign level) and so should have a commonof Enhanced Campaigns is that you can now set Ad Extensions at the AdGroups level as well a

Here is an example of three AdGroups in our Coffee Bean campaign.

ADGROUPS ARE NEXT

Gourmet Dark Roast French Roast

Gourmet Coffee Beans Dark Roast Coffee Beans French Roast Coff

Gourmet Whole Coffee Beans Dark Roast Whole Coffee Beans French Roast Who

Gourmet Ground CoffeeBeans

Dark Roast Ground CoffeeBeans

French Roast GrouBeans

AD GROUPS & CREATIVE BEST PRACTICES


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AD GROUPS & CREATIVE BEST PRACTICES

EXPERIMENTATION! Varying Ad Concepts

! Continuous A/B Testing

! Emotional Appeal

! Economic / Financial Appeal

! Feature / Benefit Driven

THEN COME ADS


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Ads have 5 elements.

Headline 25 charactersDescription Line 1 35 charactersDescription Line 2 35 charactersDisplay URL 35 charactersDestination URL The landing page

THEN COME ADS

THEN COME ADS


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THEN COME ADS

PRO TIPS

The headline should make sense given the keyword search.

You can use Dynamic Insertion to display the query the user has made.

{KEYWORD:Converse by John Varvatos}

Match the ad to the landing page. Users expect to land in a certain place based on

Dont run messaging over from one line to the next. Use both lines as succinct sta

DYNAMIC KEYWORD INSERTION


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DYNAMIC KEYWORD INSERTION

Example search term: varvatos converse

Input 1: {keyword: John Varvatos Converse}

Result 1: varvatos converse

Input 2: {Keyword: John Varvatos Converse}Result 2: Varvatos converse

Input 3: {KEYWORD: John Varvatos Converse}Result 3: Varvatos Converse

Title case (each word capitalized) works best for paid search.

If the user searches a term longer than 25 characters, Google will display the defacase, John Varvatos Converse).

Test this - it isnt always better!

AD COPY STRUCTURE


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AD COPY STRUCTURE

PRO TIPS

Line 1 should highlight what youre

offering, aka the Benefit. Line 2 should include a clear CTA. Tell

me what I should do!

If the users search term appears inyour ad, the text will be bolded.

Most tests indicate that seeing theactual keyword(s) in the ad copy

generates higher clickthroughs (hence,dynamic keyword insertion).

AD RESTRICTIONS


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AD RESTRICTIONS

RESTRICTIONS!

Length! Exaggerated punctuation (only one ! allowed)

! ALL CAPS

! Curse words

! The word click

KEYWORD RESEARCH TIPS

1 U G l K d Pl t th i


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1. Use Google Keyword Planner to the size malearn related terms.

www.google.com/sktool

2. Visit major websites (competitors) to see wh

terms are used.3. Google certain terms yourself to see how crand sophisticated the competition is.

KEYWORD MATCH TYPE


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Keywords can have three different match types. Broad Reaches anything Google considers relevant.

Phrase converse leather weapon the phrase is contained in the search

buy converse leather weapon Exact [converse leather weapon] exactly matches the term

For the most part, we recommend using exactand phrasematch keywords only. Bytargeting exact match, you have a competitive edge when competing for the exact tcompared to other companies that just rely on either phrase or broad matches. We phrase match to reach one-off searches like converse leather weapon dress size 5

Broad searches tend to draw large volumes but produce very poor results. It is wortesting modified broad keywords. This uses a special structure and shows impresssearches that contain the terms in any order. For example:

Keyword Input: +converse +varvatosWill serve ad for (example):Buy converse shoes john varvatos

A QUICK LOOK AT ADWORDS EDITOR


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What isAdWords Editor?

AdWords Editor is a desktop tool used to build out and manamany campaigns. It can do rapid duplication and bulk edits twith creating keyword lists of hundreds or thousands of term

Where do I get it?

Here. http://www.google.com/intl/en/adwordseditor/

TIME FOR QUESTIONS


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Q&A

HOMEWORK: SEO


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ESTIMATED TIME:

30-45 MINUTES.

1.

Visit a couple of your favo

2. Using what youve learnedclass, audit their SEO pre

3.

Consider: what are they dcould be improved?

4.

Hint: a tool like PageRankChrome will help your aud

5.

Submit your best SEO recby next class.

STRUCTURE ASSIGNMEN

SOLO MISSION

HOMEWORK: ADWORDS


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STRATEGY: 15 MINKEYWORDS: 15 MIN

RESEARCH: 15 MINAD COPY: 15 MIN

1.

Take 15 minutes to determinAdWords strategy. You shoulyour customers are and the gcampaign.

2.

Next, take 15 minutes to creakeywords for your campaignterms, synonyms, extensions

3.

Then, take your keywords anremaining 15 minutes researvolume on Google's keywordyou group your keywords tog

4.

What ad copy is appropriate markets? Whats your headliYour benefit? Your call-to-act

STRUCTURE OBJECTIVES

FINAL PROJECT GROUPS

SEGMENTING, TARGETING, AND TRACKING

DIGITAL MARKETING


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Q&AEXIT TICKETS

HTTP://GA.CO/DGMTICKET

15 - Search Engine Marketing

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Transcript of 15 - Search Engine Marketing