In2itive Search Engine Marketing - Willamette October 12
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Transcript of In2itive Search Engine Marketing - Willamette October 12
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Search Engine Marketing 501
10/22/12In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
About In2itive Search LLC
Google AdWords, Google Analytics, and Microsoft AdCenter Certified
Digital marketing consultant since 2008
Principle based organization – Honesty, Be the best
Service guarantee
Involved in local and national organizations
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04/12/2023In2itive Search LLC - Confidential
In2itive Capabilities
Pay Per Click Worked with small to large accounts ($500 – over $1m)
Search Engine Optimization Audited hundreds of sites to increase organic search traffic and
conversions Provides plans and recommendations for successful link building
strategies
Social Media Audited and provided new strategy for increased engagement,
traffic and conversions
WordPress Web Design
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Quick Stats
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
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Keyword Research
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What is a keyword?
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Keywords help people find what they’re looking for online
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Who cares?
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Do you own one of these?
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Then people will find your website through keywords
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How do people search online?
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Research
Evaluation
Purchase
e.g. cookbooks e.g. Italian cookbookse.g. Essentials of
Classic Italian Cooking, Marcella
Hazan
Purchase Intent
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The Long Tail
*16% of all Google searches have never been used before*
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2006 2009 2011
12.2% 14.3% 18.3%
5+ word searches
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Bottom line: Searches are getting longer and more specific
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Why care?
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Advertising Results
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04/12/2023In2itive Search LLC - Confidential
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Organic Results
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04/12/2023In2itive Search LLC - Confidential
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Keyword Tools
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
Search Engine OptimizationOrganic Listings
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Increase Profits
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04/12/2023In2itive Search LLC - Confidential
On-Site SEO Factors – Over 200
Keyword usage - Title
Body tags – H1s & H2s
Friendly optimized URLs
Internal link structure
Page architecture
Trust of the host domain
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
Public – Good Example
http://www.zappos.com/nike-air-max-excellerate-dark-grey-cool-grey-black-metallic-silver
H1
URL
Title
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04/12/2023In2itive Search LLC - Confidential
Public – Bad Example
http://www.nintendo.com/games/detail/nnQh4Fv0y41X4zE_yBa_Qb1jr_G1jPYj
H1
URL
Title
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04/12/2023In2itive Search LLC - Confidential
Private – Good Example
http://store.vizio.com/3d-smart-tvs/m3d550kde.html
H1
URL
Title
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04/12/2023In2itive Search LLC - Confidential
Private – Bad Example
http://www.3musketeers.com/nutrition_orig.shtml
H1
URL
Title
Missing!
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04/12/2023In2itive Search LLC - Confidential
Not For Profit – Good Example
http://www.rescue.org/our-work/resettling-refugees
H1
URL
Title
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04/12/2023In2itive Search LLC - Confidential
Not For Profit – Bad Example
http://www.westernrivers.org/pages/accompOregon.html
H1
URL
Title
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04/12/2023In2itive Search LLC - Confidential
Off-Site SEO Factors
Relevant links
Social mentions
Keyword focused anchor text
Many link sources
Site history
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04/12/2023In2itive Search LLC - Confidential
Social Impacts SEO
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
Major Changes Last 18 Months
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04/12/2023In2itive Search LLC - Confidential
What Changed?
Panda
Starts with humans
Targeted content farms
Scrapper sites
Ads above the fold
Multiple updates and refreshes (20 to date)
Penguin
White hat SEO?
Keyword stuffing
Link schemes
Over optimization
Cloaking & sneaky redirects
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04/12/2023In2itive Search LLC - Confidential
Really Good Content
Use more social media
Focus on quality not quantity
Write link-worthy content
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04/12/2023In2itive Search LLC - Confidential
SEO Strategy – Must Have It
1. Keyword research
2. Quick on-page updates
3. Layout content strategy
4. Begin site layout or structural (URL) changes
5. Share amazing content
6. Monitor, measure, monetize
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
Pay Per ClickPaid Listings
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What is this “Pay Per Click”?
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Advertising Results
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Advertising Results
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49
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Who is Pay Per Click?
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It’s All About Relevance
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Courtesy of Google
History of Relevance “Relevance is the key to a successful AdWords campaign on
Google”
AdWords is designed to reward relevance
MaxCPC X
Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay
Your bid Determined by Google
Quality
Score
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Basic Definition: Quality Score
Matched keyword’s click through rate (CTR) on Google - Popular
Relevance of the keyword and ad to the search query and landing page
Historical keyword performance on Google.com
Other relevancy factors that continually evolve
Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.
Courtesy of Google
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55
Relevance Example:
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04/12/2023In2itive Search LLC - Confidential
Setting Up PPC Account
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Key Ad Components
57
Headline
Display URLDescriptionSitelinks
Local Extension
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58
Ad Targeting
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Choosing Targeted Locations
59
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Ads in Local Search
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Targeting Mobile Devices
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Day Parting - Scheduling
62
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Age and Gender
63
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64
Landing Pages
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A/B vs. Multivariate Testing
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Website Optimizer vs. LiveBall
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Remarketing – Creepy Internet
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Why both?
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
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04/12/2023In2itive Search LLC - Confidential
Questions
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04/12/2023In2itive Search LLC - Confidential
Contact – Just in case
Nick Footer
Office: 503-206-4988
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04/12/2023In2itive Search LLC - Confidential
Resources
eMarketer.com
SEOmoz.org
Hubspot Marketing Grader
Google Agency Edge
Google Think with Insights
BrightLocal – Local SEO