Search Engine Optimisation (Seo) And Search Engine Marketing
Search engine marketing masterclass
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Transcript of Search engine marketing masterclass
SEARCH ENGINEMARKETING MASTERCLASSHUBERT VAN DE VYVER
WEBCOM 2.0, BRUXELLES
SUMMARY
• Optimise the ranking of websites in search engines
• Perform keyword research and computer benchmarking
• Implement best practice SEO web design, copywriting and site architecture
• Implement an effective link building strategy
• Configure and optimise paid search campaigns
• Comfortably manage paid search budgets and keyword bids
• Apply best practice ad copywriting
• Measure search engine marketing success
PRESENTATION
HUBERT VAN DE VYVER
• Phones
• Interactivity
TIMING
• Training
• 9:00 – 17:00
• Breaks
• 10:30
• 12:30 – 13:30
• 15:00
HOUSE RULES
• Over 15 years of training experience
• Community manager
OPTIMISE THE RANKING OF WEBSITES IN SEARCHENGINES
• SEO
• On site SEO
• Off site SEO (link-building, social media
marketing)
• SERP
• Search Engine Results Page
• ‘organic’ results vs paid results
OPTIMISE THE RANKING OF WEBSITES IN SEARCHENGINES
• In 2014, Conductor suggested 64% of all
web traffic comes from organic search,
compared to 2% from social, 6% from
paid search, 12% direct and 15% from
other referral sources.
• how to dominate Google: (study from
Advanced Web Ranking)
• the top five results account for 67.60%
of all clicks
• results from six to 10 account for only
3.73%.
Sitemap:
https://en.m.wikipedia.org/wiki/Sitemaps
OPTIMISE THE RANKING OF WEBSITES IN SEARCH ENGINES
• Improve ranking through
• 1) Relevancy
• 2) The quality of your content
• 3) User experience
• 4) Site speed
• 5) Cross-device compatibility
• 6) Internal linking
• 7) Authority
• 8) Meta descriptions and title tags
(Words You Think People Will Search For)
• 9) Properly tagged images
• 10) Domain names
• 11) Headlines and permalinks
• 12) Comments
• 13) Social
OPTIMISE THE RANKING OF WEBSITES IN SEARCH ENGINES
• Avoid using :
• 1) Keyword stuffing
• 2) Link buying or excessive link
exchanging
• 3) Annoying ads
• 4) Mobile app interstitials
• 5) Duplicated content
• 6) Hidden text and links
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
In truth, there are only a small amount of low competition keywords in a niche at any given time
(new keywords pop-up as others disappear), but that’s all you need.
Neil Patel, SEO Expert
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
Source: Searchmatrics
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
The most important SEO factors to consider
• Factor #1 – Backlinks
• Majestic
• Ahrefs
• Factor #2 – Relevance
• Factor #3 – User satisfaction
• social shares
• comment section and complaints
• Factor #4 – Do you consider all your
visitors?
• Mobile visitors
• Fast loading sitesSee tools in exercise
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
• Tools to help you do this faster
• Tool #1 – Term Explorer
• http://termexplorer.com/Public/
• Tool #2 – Kwfinder
• https://kwfinder.com/
• Tool #3 – Moz Keyword Difficulty tool
• https://moz.com/tools/keyword-difficulty
• Tool #4 – Ahrefs Toolbar
• https://ahrefs.com/seo-toolbar
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
step-by-step, how to actually do it.
• Step #1: Gather your keywords
• some guides:
• https://www.quicksprout.com/2015/08/1
2/5-modern-keyword-research-
methods-to-uncover-hidden-gems/
• http://backlinko.com/the-definitive-
guide-to-keyword-research
• Step #2: Start filtering out keywords
• Step #3: Dig in deeper
• rank for from a user’s perspective
• http://Google.com/ncr
• Top 3 / 5 / 7
• More: http://backlinko.com/google-
ranking-factors
PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING
• Step #4: Make a decision
• How strong is your domain?
• How easily can you get backlinks?
• What level of content can you produce?
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
https://www.quicksprout.com/the-
advanced-guide-to-content-
marketing/
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
Mobile Optimization
• 1. Mobile Usability
• 2. Mobile and Voice-
Related Keywords
• 3. Accelerated Mobile
Pages (AMP)
On-Page Optimization
• 4. Head Section Order
• 5. Title Tag
• 6. Description Tag
• 7. Keywords Tag
• 8. Heading Tags
• 9. Word Count
• http://www.bruceclay.com/blog
/google-panda-and-quality/
• 10. Call to Action (CTA)
• 11. Image and Video Optimization
• 12. Structured Data Markup
• 13. Social Markup
• 14. URL Optimization
• 15. Fully Qualified Links
• 16. Content Freshness
IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE
Sitewide Optimization
• 18. Contact Information
• 19. Testimonials
• 20. Privacy Statement
• 21. Text Navigation
• 22. Sitemaps
• http://www.bruceclay.com/seo/create-
sitemap.htm
• 23. Robots.txt File
• 24. Keyword Strategy and Research
• 25. Linking Strategy
• 27. Server Configuration
• 28. Static Pages
• 29. Static Content on Home Page
• 30. No SPAM Tactics
• 31. Duplicate Content
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20
http://www.wordstream
.com/link-building
IMPLEMENT AN EFFECTIVE LINK BUILDING STRATEGY
Understand Google’s quality criteria
• Content that is scraped from renowned,
well-ranked sites
• Low-quality guest posting
• Syndicating your own content
• Doorway sites
• Running an affiliate program
• Make your anchor texts natural in each
link you build
• A diversified link-building strategy is the
key
https://searchenginewatch.com/sew/how-to/2370863/6-crucial-link-building-
strategies-to-drive-quality-traffic
https://moz.com/beginners-guide-to-seo/growing-popularity-and-links
EXERCISE
https://moz.com/researchtools/ose/
CONFIGURE AND OPTIMISE PAID SEARCHCAMPAIGNS
CONFIGURE AND OPTIMISE PAID SEARCHCAMPAIGNS
The 6 Critical Components of Account Structure
• #1: Spend Time Deciding How You Want Your Account to Be Structured
• #2: Conduct Keyword Research
• #3: Create Your First Campaign
• #4: Create Your First Ad Group & Text Ad
• #5: Add the Relevant Keyword List into the Ad Group
• #6: Create One or Two More Ads in Your Ad Group & Adjust Ad Settings
http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure
CONFIGURE AND OPTIMISE PAID SEARCHCAMPAIGNS
Google Conversions & Analytics
Google AdWords now makes life a little easier on us marketers by
importing and syncing Google Analytics conversion data into Google
Conversions.
20 Ways To Increase Conversion Rate Optimization
For PPC Advertising
https://www.searchenginejournal.com/20-ways-
increase-conversion-rate-optimization-ppc-
advertising/97917/
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20
COMFORTABLY MANAGE PAID SEARCH BUDGETS AND KEYWORD BIDS
RUN A SUCCESSFUL LOW BUDGET ADWORDS CAMPAIGN.
• Campaign Objectives
• Stick to Google Search Networks
• Extensive Keywords Research
• Avoid Dynamic Search Ads
• Negative Keywords List
• Bidding Strategy
• Targeting Competitors Head-on
• Target Keywords by Industry
• Focus on Ad Position when You Can’t Match a Bid
• Check for Overlapping Keywords
• Use Features of Enhanced Campaigns
• Optimize According to the Nature of your
Business
• Quality Score
• Targeted & Conversion Optimized Landing
Pages
• Analyze before Changing
• Branded Campaign
• Ad Extensions
https://www.searchenginejournal.com/manage-low-budget-adwords-campaign-lessons-learnt-spending-40000/67105/
EXERCISE
https://adwords.google.com/home/
APPLY BEST PRACTICE AD COPYWRITING
APPLY BEST PRACTICE AD COPYWRITING
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20
MEASURE SEARCH ENGINE MARKETING SUCCESS
• http://searchengineland.com/kpis-seo-measuring-seo-success-254773
MEASURE SEARCH ENGINE MARKETING SUCCESS
• 1. Search Engine Share of Referring Visits
• 2. Search Engine Referrals
• 3. Visits Referred by Specific Search Engine Terms and Phrases
• 4. Conversion Rate by Search Query Term/Phrase
• 5. Number of pages receiving at least one visit from search engines
https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: [email protected]
• Phone: +32 497453745
• Twitter: @webcom20