Tamera Kremer - When SEO Met SEM: All You Need To Know About Search Engine Optimization And...
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Transcript of Tamera Kremer - When SEO Met SEM: All You Need To Know About Search Engine Optimization And...
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When SEO Met SEM : All you need to know about search engine optimization and marketing 101Presented by: Tamera Kremer
Wildfire Strategic Marketing
June 8, 2009
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AGENDA
1. Why is search engine prominence important?
2. Pay-per-click advertising 101
3. Basics of building a campaign in Google AdWords
4. Search Engine Optimization 101
5. Social Media Optimization 101
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Over 15 billion searches are performed every month in North America. ~ ComScore 2009
Do you show up?
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Why is search engine prominence important?
• Primary means of content dissemination
• Brand awareness
• Self-directed vs. spray & pray
• Content targeted to intent
• Accessibility
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Learning the Basics…
• Search is fluid, not static
• Best practices to follow but lots of different variables – deep field
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PPC - Search Engine Marketing 101
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What is PPC?
• Pay-Per-Click advertising
• Targeted text ads (historically) shown when people search for a particular keyword or phrase
• Bid-based vs flat fee or CPM
• Big 3: Google; Yahoo!; Microsoft
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How does Google AdWords work?
• Google PPC web interface & tools
• Sign-up @ adwords.google.com
• Enter Campaign & Ad Groups
• Choose keywords
• Input creative & destination URL
• Set bid prices & daily budget
• Insert analytics code onto website pages to track
• Set goals
• Begin campaign – ads display when activated
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Getting Started Building a Campaign
1. Keyword Research
2. Competitive Research
3. Search Ad Copywriting
4. Landing Pages
5. Analytics
6. Budget & Bid Prices
7. Implementation
8. Optimization & Testing
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Getting Started: Keyword Research
• Brainstorm terms related to your industry/ mission
• Find inspiration in your current marketing copy
• Research your competition
• Check your analytics for terms driving traffic
• Use social media to help inform
• Use keyword tools to refine & expand
• Choose negative keywords – searches you DON’T want your ad displayed on
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Examples of keyword research tools
• https://adwords.google.com/select/KeywordToolExternal
• http://freekeywords.wordtracker.com/
• http://searchanalytics.compete.com/site_referrals/
• http://adlab.microsoft.com/Keyword-Research.aspx
• http://www.wordtracker.com/index.html
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Competitive Research
• Take stock of the presence your competitors have on search engines
– what keywords do they rank highly for organically and you don’t?
– What search terms are they targeting for PPC buys?
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Getting Started: Search Ad Copywriting
• Components of a Google AdWords search text ad
– Headline (25 characters)
– Body Copy (35 characters x 2 lines)
– URL (vanity & destination)
• Copy that is direct response oriented & relevant to the keyword performs the best
• You have seconds to grab attention, motivate interest and action
• Develop at least 2-3 ads to start and test response and performance across keywords; modify/ refine
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AdWords creative examples
Books at Amazon
Millions of books, new and used
Qualified orders over $39 ship free
Amazon.ca/Books
________________________________
Books at Chapters Online
Save 34% on books over $25 everyday
Canada's bookstore. Free shipping.
Chapters.indigo.ca
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Getting Started: Landing Pages
• Where are you directing users to after they click?
• Is the content relevant to what they searched for?
• All ads don’t need to direct to the same page
• What is your call-to-action?
• Consider using a tool like Google Optimizer to do split testing
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Getting Started: Analytics
• What can analytics teach you?
– Topics/ content / patterns
– Terminology
– Traffic sources
– Intent
• Link Google Analytics to your campaign even if you’re using a different vendor to track goals and conversions
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Getting Started: Budget & Bids
• Be careful with your keywords initially – some may be expensive but low value
• Test, monitor, test
• Minimum daily & monthly budget
• Individual pricing for specific keywords
• Adjust based on what’s working
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Getting Started: Implementation
• “New Campaign”
• Determine parameters
– Language
– Geo-location
– Content targeting?
– Networks & Devices (mobile, content, etc)
– Budget/ Focus
– Frequency capping
– Start/ end dates
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Getting Started: Implementation cont.
• Set up Ad Groups
– Enter ad copy
– Enter keywords
• Use match types to refine:
• keyword = broad match
• "keyword" = match exact phrase
• [keyword] = match exact term only
• - keyword = don't match this term
– Input bid prices (can tweak later)
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Getting Started: Implementation cont.
• Set up conversion tracking
• Simple step on Google – add tracking code to conversion page
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Getting Started: Optimization & Testing
• Look at the campaign from a 30k-ft view & a granular view
• Test creative against your control
• Refine your keywords / add keywords
• Watch your goals / traffic
• Adjust your bids
• Tweak your landing pages
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What to watch out for
• Be relevant to intent or don’t bid
• Watch your conversions
• Quality Scores
• Continue to mine your analytics data
• Content targeting should relate to your goals
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Search Engine Optimization 101
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What is SEO?
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a
web site from search engines via "natural" ("organic" or "algorithmic") search results.
~ Wikipedia
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What’s the benefit of being indexed by an engine?
• Primary source of finding information online
• Approx 70% of searches result in an “organic” listing click
• Approx 60% of the search results page real estate is comprised of “organic” listings
• Cost-effective traffic driver
• Interest-driven & self-segmented marketing
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Things to consider for SEO
• What language do you speak? Internal jargonize or real people?
• SEO is as much about making the experience intuitive & valuable for users as it is for the engines
• The engines are constantly refining their algorithms to deliver highest relevance
• Trying to game the system is a very short-term tactic & will penalize you in the long run
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What does SEO mean in plain English?
• Content results based on merit and contextual relevance
• A long-term strategy for building influence online
• A way to distribute and promote deep content
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What can influence where you rank?
• Relevance of content
• Internal file & URL structure (crawlability)
• Consistency of information presented
• External links
• Meta information
• Brand credibility
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What are the basics of optimizing your website?
• Content, content, content… Relevant, useful & fresh. • Page and file structure and architecture• Meta data (Title, Image, Description, Keyword)• URL/ domain strategy• Anchor text• Linking – internal• Linking – external • Accessibility/ Crawlability• Redirects (301, 302)• Site Map
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Working with your tech & creative teams
• Define your goals internally – don’t wait until the end of planning to discuss SEO
• Determine best practices before development begins
• Discuss the meta & domain strategies
• Determine what platform you will be using – who will be responsible for adding & refreshing content
• Ensure a long-term strategy is in place as additional content is added
• Before agreeing to a fancy Flash piece understand what that means for engine accessibility
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Content development
• Content drives the web
• Incorporate keywords as appropriate
– Don’t overstuff copy with keywords
• Think about the end user & what would interest them – tailor your content for them, not for you
• Use descriptive phrases to link out, don’t use generic terms like “Click here”
• Ensure your meta data matches what the contextual relevance is on your page
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Social Media Optimization
• Enable others to share and discuss your content
• Allow comments
• Share content across social networks
• Typically your Meta information will port with the content (e.g. Title)
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Advanced Optimization Considerations
• Video/ Audio/ Flash• Local search• Content or site migration• Multiple domains• Firewalls/ subscriptions• E-commerce• Multi-variate testing• Dynamic content• Seasonality• No-follow strategy
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Additional Resources
• Search Engine Land - http://searchengineland.com/
• Search Engine Watch - http://searchenginewatch.com/
• Google Webmaster Help videos - http://www.youtube.com/user/GoogleWebmasterHelp
• Wildfire Strategy Blog post - http://3i.wildfirestrategy.com/2008/11/24/seo-is-not-about-the-engines-its-about-the-people-using-the-engines/
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Photo Credits
• http://www.flickr.com/photos/will-lion/2605894098/
• http://www.flickr.com/photos/xavipat/3441238555/
• http://www.flickr.com/photos/julienhery/505097377/