SEOSEM for Write Imprint Webinar
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Transcript of SEOSEM for Write Imprint Webinar
Search MarketingA brief introduction to Organic, Paid and Local.
Hello!
You’ll Learn• Search Marketing from a conceptual standpoint• How to apply SEO best practice to other digital marketing
You won’t learn:• The SEO Silver Bullet• SEO as an independent, disconnected marketing channel
Our Agenda
Part 1 - Concepts
• Marketing Mindset• Inbound vs. Outbound• What is Search?• Anatomy of a SERP• How Google Works• What is Search? Part 2• Search Verticals• Don’t worry, there’s
more.
Part 2 - Details
• SEO is…• On-Site SEO• Off-Site SEO• Local Search/Local SEO• Paid Search• Holistic Search
Markeitng
• Open Forum
Get in a Marketing Mindset• Stop thinking tactically.
• Recognize the whole.
• Focus on a goal.
• Ask yourself, “what is the reason I am marketing?”• Leads? Direct response? Direct sale?• What does my marketing funnel look like?• Where does my transaction occur?
Outbound vs. Inbound
Outbound Marketing
• Going to the customer• Advertising heavy• Think:• Direct Mail• Newspaper Advertising• Radio/TV Ads• Email Marketing• Banner Advertising• Various Ad Placements
Inbound Marketing
• Drawing the customer in• All about attraction• Think:• Organic Search• Blogging• Content Marketing• Social Media• Video Marketing
What is Search Marketing? (1)
•Answering questions.• Being where your consumer is going.• Having attractive content/marketing.• Being visible.
ANATOMY OF A SERPSERP Variations and Modifiers
SERP Variations• Standard • Localized • Shopping • Image-defined• Video• Author/Blog Search
• Many, many, many more.
HOW GOOGLE WORKSCrawling, Processing, Displaying
Two Primary Processes
Before you Search
• Google Crawler
• Relevancy Determination
• Creating the Index
At the Moment of Search
• Query Intent Determination• Search Personalization
(S+YW)• Display Results
Simple, right?– The Bot• Start with one website• Follow a link• Follow another link• Follow a link again• Keep following links• • • • Know all the things.
Relevancy Determinations• WTF is TF/IDF
• No, it really isn’t that simple.
• Semantic understanding
• A headless browser?
Displaying Search Results1. Determine the intent of the query2. Ascertain all caveats (circumstance, QDF, etc.)3. Bias data towards Geography (Venice)4. Bias data towards Social (S+YW)5. Bias data towards Person
Stuff happens after, too.
What is Search Marketing? (2)
•Answering questions.
• Creating visibility in search verticals appropriate for your marketing goals.• Generating action from your search
visibility.
Search Verticals
DETAILSSEO | SEM | PPC | Local Search | Holistic Search
Lets split this up.
• SEO (Search Engine Optimization)• SEM/PPC (Paid Search)• Local Search (probably the most
important search vertical)
SEARCH ENGINE OPTIMIZATIONSEO | Organic Search | Natural Search
SEO is…
the art and science of modifying on-website variables and architectures, and developing off-site factors, with the intention of manipulating the visibility of a information and digital properties in a search engine.
Really, though, SEO is…
SEO Ranking Factors
Add – author authority, author-level social metrics, publisher metrics, etc.
On-Site SEO Factors
On-Site SEO Factors• Content Elements• Page titles, headings, content on-page, images, etc.• Architecture of the content• Relationship of the content to other content (TF/IDF)
• Technical Elements• Crawlability of the Website• Use of schema.org microformats (semantic understanding)• Other microdata usage
Off-Site SEO Factors
Off-Site SEO Factors
Link Profile
• Quality of Backlinks• Relevancy of Backlinks• Quantity of Backlinks
• Full Link Profile
Social / Author Profile
• Prolificness of Author• Usage of Markup• Social Shares• Social Mentions• Brand Authority
Link Profile Considerations• Relevancy of the backlink (semantic and technical)• Quality of the linking page• Geography of the linking page• Link neighborhood• Follow vs. NoFollow• Every other conceivable notion
LOCAL SEARCH
Local Search Factors• Citation Quality• Correct NAP• Semantic Quality
• Citation Quantity• Reviews*• Diversity of Interaction• Geography• SEO Factors
PAID SEARCH
Paid Search• Is an entire separate session, with it’s own nuances.
Good Search Marketing• Is Holistic
• Has a Goal Greater than Rank
• Is a Process, not a Product
Good Resources• SEOMoz Blog• Search Engine Land• Mhimorandum (Local Search)• Search Engine Watch• AdWords Blog• Google+ (follow SEO)
Open ForumThanks!