Livertising 2014 9 SEO + SEA = SEM student notes
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Issues in Marke,ng Communica,on: LIVEr,sing # 6 SEO + SEA = SEM
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Last lecture in our LIVErtising course for AdMaster 1 students at IHECS, Brussels, by Jean-Pierre Ranschaert
Transcript of Livertising 2014 9 SEO + SEA = SEM student notes
Issues in Marke,ng Communica,on:
LIVEr,sing # 6SEO + SEA =
SEM
SEM = !
1.SEO 2.SEA
Google evolu/on #1
8
S E O ?
Over at least 50 criteria…
• IP address • the SE version • . • . • . • . …
So…
First position no longer means
anything…
Google evolu/on #2
14
S E O ?
Changes in the algorythm
Black Hat SEOSpamdexing: . . . .
Op,miza,on used to be…SE-friendly factors: !On-page optimisation Link building Pagerank sculpting G-friendly copy writing Keyword stuffing + content marketing
Op,miza,on is now… Human factors: !user personas content strategy sharing user value virality
Google evolu/on #3
Universal search
Universal search
Universal search
http://perfectpitchconcepts.com/anatomy-mega-serp-explaining-google-features/
Universal search
http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-
to-mobile-search-adds-cross-platform-notifications/
Google evolu/on #4
1st position online traffic increase
visibility value generation acquisition conversion retention analytics
increase in sales decrease in acquisition costs increase in shop floor visits branding ROI on- & offline
• Objectives • Targets
• SEO • adwords • local SEO • blogs • social med • classified • forums • affiliation • sponsored
contents
• SEO • UX • buying X • notoriety • social
proof • timing • CTA • …
• SEO • CDJ • engagemt • dialogue • Email mkt • social med • …
Finetuning
1. STRATEGY 2. ACQUISIT° 3. CONVERS° 4. RETENT°
• Keyword tools
• G-trends
• G-search • Adwords • display • mobile ads • Youtube • … !
!!
• conversion optimizer
• A/B testing • … !!!
• G-plus • retargeting • G-survey • … !!
G-analytics
1. STRATEGY 2. ACQUISIT° 3. CONVERS° 4. RETENT°
Example?
Landing page
Insight ?
http://unbounce.com/landing-pages/landing-page-rehab/
SEOp/miza/on
Op/miza/on = ONpage + OFFpage
Onpage = • organisa,on • structure • quality
• URL • HTML code • HTML tags • UX, e.g. speed & internal links
• obstacles (Javascript/ Flash/ Ajax/ pictures / videos)
• keywords • coherence • relevance • …
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Tool
Insights ?
#1
load speed
Issues in Marke,ng Communica,on:
LIVEr,sing # 9SEO + SEA =
SEMhttp://developers.google.com/speed/pagespeed/insights/
#2
Bounce rate
OFFpage = authority
LOCAL SEO
VIDEO SEO
!
1.SEO
2.SEA
SEM =
AdRank
1.Expected CTR 2. Relevance 3. Landing Page
= QS x Max CPC
?
SEA = Adwords = Auc,on
!
!
!
!
To be con/nued…
!
!
A final word… a crucial one about
PRESENCE
SocMed basics: A presence is not a strategy
SocMed basics: STRATEGY vs TACTICS
Cy OBJPLAN of ACTIONS
StrategyTac/c 2Tac/c 1
Tac/c 3Tac/c N
SocMed basics: ROI measurement
Cy OBJPLAN of ACTIONS
StrategyTac/c 2Tac/c 1
Tac/c 3Tac/c N
KPI
1234
SocMed basics: Content strategy
define
solvebecome trusted
develop online
presence
Turn learners into
buyers / advocates
define
solvebecome trusted
develop online
presence
Turn learners into
buyers / advocates
is online?HOW BIG ?
The online pricing models
LIVErtising
ADVERTISING MODELS EVOLVING
TRADITIONAL˝ADVERTISING
PERMISSION˝ADVERTISING
NETWORKED / ˝CONNECTED˝
ADVERTISING
Broadcast Print
Cinema Outdoor
DM Spam mail Pop ups FB ads
Search Banners
Newsletter Podcast
Blog Content Mg
FB page Social shares RTs
Interactions Comments
Communities Forums
