LIVErtising 2015 8 SEO + SEA = SEM

Issues in Marketing Communication:

LIVErtising 15.8

SEO + SEA = SEM

LIVErtising.NET IHECS 2014-‐20152

DigitalMobile

VR

SEM

Social media

Display

http://LIVERTISING.NET


SEM Google Mktg

search display




http://gs.statcounter.com/


SEMSEO

SEA


Google evolution #1


Positioning: #1

S E O ?



Over at least 50 criteria…

14

• IP address • the SE version • the language • the browser language • past searches • social media signals

…



Tip: Test Incognito!

15



So, logically…

First position no longer means

anything… or not much

16




http://www.google.com

Google evolution #2


Page Rank.

S E O ?




http://www.seomoz.org/google-algorithm-change#2012


Changes in the algorythm



-‐32%




https://developers.google.com/webmasters/mobile-sites/get-started/


Optimization used to be…SE-friendly factors: • Keyword stuffing • G-‐friendly copy writing • Pagerank sculpting • Link building • + content marketing

26

TechniqueContent



Black Hat SEOSpamdexing: • Cloaking • Scraping • Content spinning • Link farming • Duplicate content • Keyword stuffing

27


Optimization is now…28

Technique Content

Social signals

UX

Human factors: • user personas • content strategy • user value • sharing • virality • location • cross-‐platform • ergonomy

Google evolution #3

SERP

http://techcrunch.com/2013/09/26/google-‐improves-‐knowledge-‐graph-‐with-‐comparisons-‐and-‐filters-‐brings-‐cards-‐to-‐mobile-‐search-‐adds-‐cross-‐platform-‐notifications/

http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-to-mobile-search-adds-cross-platform-notifications/


Universal search

http://perfectpitchconcepts.com/anatomy-‐mega-‐serp-‐explaining-‐google-‐features/


http://perfectpitchconcepts.com/anatomy-mega-serp-explaining-google-features/


Universal search

33



Universal search


Google evolution #4

Strategy

1st position online traffic increase

increase in sales decrease in acquisition costs increase in shop floor visits branding ROI on-‐ & offline

visibility value generation Reach Act Convert Engage


SocMed basics: STRATEGY vs TACTICS

38

OBJPLAN of ACTIONS

Strategy Tactic 2Tactic 1Tactic 3 Tactic N

Why?

What?How?

Mission

Goals

Cy


Google anno 2015

Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.


http://www.webconfs.com/search-‐engine-‐spider-‐simulator.php


http://www.webconfs.com/search-engine-spider-simulator.php


http://www.feedthebot.com/


http://www.apple.com


LOCAL SEO

45



Optimization = ONpage + OFFpage

46



Onpage = • organisation • structure • quality • freshness

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• URL • HTML code • HTML tags • UX, e.g. speed & internal links

• obstacles (Javascript/ Flash/ Ajax/ pictures / videos)

• keywords • coherence • relevance • …


LIVErtising.NET IHECS 2014-‐201550http://moz.com/blog/visual-‐guide-‐to-‐keyword-‐targeting-‐onpage-‐optimization


http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

Optimization is now…52

Technique Content

Social signals

UX

Human factors: • user personas • content strategy • user value • sharing • virality • location • cross-‐platform • ergonomy


Tech

Cont

UX

Tech Cont

SocTech

UX


ONpage SEO Insights ?


load speed

57



Issues in Marketing Communication:

LIVErtising # 9SEO + SEA =

58

SEM

http://developers.google.com/speed/pagespeed/insights/





Bounce rate

61



OK! BUT… DON’T FORGET THIS IS SEARCH…

SO, CHERISH YOUR KEYWORDS!

69




https://adwords.google.com/ko/KeywordPlanner/Home?__u=4117403328&__c=4319300928&authuser=0#start


OFFpage = E -‐ A -‐ T

71


Some more SEO Insights ?


LOCAL SEO

76



NAP



Source: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014



LOCAL SEO

81



ROPO82



VIDEO SEO

83



Video SEO

85


http://www.seomoz.org/blog/search-engines-and-brand-entities-whiteboard-friday

LIVErtising.NET IHECS 2014-‐201588SERP



SEMSEO

SEA


LIVErtising.NET IHECS 2014-‐201590SERP

SEA = Adwords = Auction



1.Expected CTR 2.Relevance 3. Landing Page

= QS x Max CPC

?

AdRank = QS x Max CPC

SEA = Adwords = Auction


SEA Insights ?


DON’T FORGET THIS IS SEARCH…

SO, CHERISH YOUR KEYWORDS!

96


LIVErtising.NET IHECS 2014-‐2015101 http://unbounce.com/landing-‐pages/landing-‐page-‐rehab/


http://unbounce.com/landing-pages/landing-page-rehab/


Extensions



LOCAL SEO

104


#4 to # 5

REmarketing REtargeting


http://www.internetmarketingteam.co.uk/remarketing-‐campaigns/


http://www.internetmarketingteam.co.uk/remarketing-campaigns/

http://www.example-‐site.com http://www.example-‐site.com/sports http://www.example-‐site.com/sports/basketball http://www.example-‐site.com/sports/football

List name: ”Category Sports" List definition: "URL contains sports”


Putting it all together…115



SocMed basics: STRATEGY vs TACTICS

116

OBJPLAN of ACTIONS

StrategyTactic 2Tactic 1

Tactic 3

Tactic NK P Imetrics

Cy



STRATEGY

Tactic 1 Tactic 2 Tactic 3 Tactic 4

ANALYSIS



STRATEGY

• SEO • Local SEO • Keyword tools

• G -‐ trends • Youtube

ANALYSIS

Reach Act Convert Engage

• Search • Adwords • Reviews • Local search

• Extensions

• Adwords • Retargeting • A / B testing

• Merchant center

• Local SEA

• G+ • G surveys • Retargeting (coupons)

• Reviews


STRATEGY

• visits • unique visitors

• repeat visitors

ANALYSIS

Reach Act Convert Engage

• visit duration

• page views • bounce rate

• CTR • conversion rate

• RSS • shares • embeds • hashtags • RT

KPIs KPIs KPIs KPIs

# pos -‐ # neg / # pos + # neg

# likes + # shares + # cmts / # msges

# SM leads / total # leads

Engagement rate

Lead Generation Efficiency

Sentiment (ratio)1

2

3


DigitalMobile

VR

SEM

Social media

Display



LIVErtising 2014

122


LIVErtising 2015 8 SEO + SEA = SEM

Marketing

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