Download Search Engine Marketing Best Practices Managed Marketing Service

Search Engine Marketing Best Practices
Managed Marketing Service
Karen Levy Newnam and Liz DiSaia
Agenda
• Why Search Engine Marketing?
• The Role of Your Website in an Effective Strategy
• Making Sense of Search Engine Marketing Acronyms
• A Deeper Dive into Search Engine Optimization
• Adding PPC to Quickly Raise Visibility
• Expanding Reach with Social Media Marketing
• Measuring Search Engine Marketing to Justify the Investment
Search Engine Marketing is Growing Because it Works
Forrester Research Interactive Marketing Forecasts, 2011-2016 (US)
Search Engine Marketing is Growing Because it Works
Forrester Research Interactive Marketing Forecasts, 2011-2016 (US)
The Role of Your Website in an Effective Strategy
A Cohesive Website Strategy is Essential
Brand
CMS
Platform
Design and
Graphics
Mobile
Messaging
Website
SEO
Lead Gen
Offers and
Landing
Pages
Content
Brand and Design are Keys to Effectiveness
Relevant
Heading
Trust
Key
Messages
Resource
Content
Engaging
Images
Call to
Action
Social
Interaction
Making Sense of
Search Engine Marketing Acronyms
SEM, SERP, SEO, PPC
SEM: Search Engine Marketing
A form of Internet marketing that involves the promotion of websites by increasing their visibility in
SERP. SEM can incorporate SEO and PPC.
SEM, SERP, SEO, PPC
SEM: Search Engine Marketing
A form of Internet marketing that involves the promotion of websites by increasing their visibility in
SERP. SEM can incorporate SEO and PPC.
SERP: Search Engine Results Page
The listing of results returned by a search engine in response to a keyword query.
SEM, SERP, SEO, PPC
SEM: Search Engine Marketing
A form of Internet marketing that involves the promotion of websites by increasing their visibility in
SERP. SEM can incorporate SEO and PPC.
SERP: Search Engine Results Page
The listing of results returned by a search engine in response to a keyword query.
SEO: Search Engine Optimization
Getting traffic from free, organic or natural search
results on search engines.
SEM, SERP, SEO, PPC
SEM: Search Engine Marketing
A form of Internet marketing that involves the promotion of websites by increasing their visibility in
SERP. SEM can incorporate SEO and PPC.
SERP: Search Engine Results Page
The listing of results returned by a search engine in response to a keyword query.
SEO: Search Engine Optimization
Getting traffic from free, organic or natural search
results on search engines.
PPC: Pay Per Click
A model of internet marketing in which advertisers pay
a fee each time one of their ads is clicked. Buying
visits to your site, rather than “earning” them
organically.
They May Be Different, But They Work Well Together
PPC
Ads
PPC
Ads
1-3
4-10
Organic
Search
Results from
SEO
SERP
A Deeper Dive Into
Search Engine Optimization
How Does SEO Work and Why Should you Care?
•
Search engines are the librarians of the
Internet
•
Each search engine has a method or
algorithm for ranking sites and helping end
users find what they are looking for
•
Your goal is to closely match your key word
strategy with the top search engine’s
algorithm’s
•
As your SERP ranking improves, your
visibility increases, allowing more of your
target audience to find your content
There is a great introductory video here:
http://searchengineland.com/guide/what-is-seo
81% of your prospects are conducting
research on search engines
How Do I Position My Company at the Top?
OLD TACTICS
• Keyword Stacking and Keyword Stuffing
• Unrelated Keywords
• Tiny Text, Hidden Text and Hidden Links
• Cloaking
• Duplicate Content or Mirror Site
• Blog Spam or Comment Spam
• Link Farms
How Do I Position My Company at the Top?
OLD TACTICS
• Keyword Stacking and Keyword Stuffing
• Unrelated Keywords
• Tiny Text, Hidden Text and Hidden Links
• Cloaking
• Duplicate Content or Mirror Site
• Blog Spam or Comment Spam
• Link Farms
How Do I Position My Company at the Top?
NEW ACCEPTED TACTICS
OLD TACTICS
•
Content, Content, Content
• Keyword Stacking and Keyword Stuffing
•
Mobile and Responsive
• Unrelated Keywords
•
• Tiny Text, Hidden Text and Hidden Links
•
• Cloaking
Technical SEO (Google Search Console)
Detailed On-Site Keyword SEO
(By URL, Title, Metatags)
• Duplicate Content or Mirror Site
•
Quality Link Building (Through Content, Directories)
• Blog Spam or Comment Spam
•
Visibility to Click Optimization
• Link Farms
(Meta descriptions that drive clicks)
•
Click to Conversion Optimization
(Call to Action on Landing Pages)
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl
your site and index your content
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl
your site and index your content
Google Search Console
Data, tools and diagnostics needed to create and
maintain Google-friendly websites and mobile apps
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl
your site and index your content
Google Search Console
Data, tools and diagnostics needed to create and
maintain Google-friendly websites and mobile apps
Off-Page
Focused on inbound links from other websites to your
site – independent votes of confidence
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your
site and index your content
Google Search Console
Data, tools and diagnostics needed to create and maintain
Google-friendly websites and mobile apps
Off-Page
Focused on inbound links from other websites to your site –
independent votes of confidence
On-Page
Focused on content and how well it is optimized for relevant
key words and how it provides a good user experience
More Definitions
Technical SEO
Focused on how well search engine spiders can crawl your site
and index your content
Google Search Console
Data, tools and diagnostics needed to create and maintain
Google-friendly websites and mobile apps
Off-Page
Focused on inbound links from other websites to your site –
independent votes of confidence
On-Page
Focused on content and how well it is optimized for relevant key
words and how it provides a good user experience
Meta Description
HTML attributes that provide concise explanations of the
contents of web pages. Commonly used on search engine result
pages (SERPs) to display preview snippets for a given page
An Effective SEO Strategy Does Not Happen Over Night
It takes:
• Commitment to creative, fresh, relevant content
• Clean website with comprehensive SEO
• Ongoing optimization
• Time and Patience
SEO Strategy
SEO Technical
Website
Optimization
SEO Website
Content
Optimization
Link Building
with Content
SEO In Action
Optimized Title Tag
SEO Strategy
Keyword
Included in
URL
Keyword
Included
in H1 Tag
Alt Tags
on
Graphics
Emphasized
Using Bold
Element
SEO Technical
Website
Optimization
SEO Website
Content
Optimization
Optimized
Content
Link Building
with Content
Adding PPC to Quickly Raise Visibility
Digital Advertising is an Important Part of the Mix
Early role in typical sale
Last interactions before purchase
What is the Goal of Your Paid Online Advertising?
Pay Per Click PPC)
PPC: Pay Per Click
A model of internet marketing in which advertisers
pay a fee each time one of their ads is clicked.
Buying visits to your site, rather than “earning”
them organically.
Google
Search - PPC
Mobile
LinkedIn
Quality Score
A 1-10 score reported for each keyword in your
account-an estimate of the quality of your ads and
landing pages triggered by that keyword.
Having a high Quality Score means Google thinks
your ad and landing page are relevant and useful to
someone looking at your ad.
Google Display
Google
Remarketing
Facebook
Bing
Digital Advertising Networks
Using Google AdWords
Image Credit: Google AdWords
Using Google AdWords
Image Credit: Google AdWords
Best Practice: Clean Landing Pages and Enticing Offers
Simple Form
Headline
Simple Design
and Layout
Call to Action
Strong Content
Trust
New Innovations in Paid Search
•
PPC Advanced Keyword Bidding Options
•
Display Advertising Targeting by Keyword, Property, Theme
•
Remarketing
•
Customer Lists
•
YouTube Advertising
•
Mobile Ads
•
Gmail Targeted Ads
•
Social Media – Hyper Targeting
•
Social Media Engagement Ads
•
Facebook Carousel Ads
Expanding Reach with
Social Media Marketing
Social Media Usage in the B2B Market
Social Media Usage in the B2B Market
Leverage Content for Social Media
Solutions Brief
Infographic
Success Stories
Core Content
Blogs
Webinars on
Demand
Video
Newsletters
Social Media Marketing Fans and Followers
Conversions
Sales, offer downloads, etc.
Engagement
Participating and/or listening to conversations
Traffic
Driving traffic to your site, i.e. landing page, hub page
Branding
Building awareness around your brand/product
Measuring Search Engine Marketing
to Justify the Investment
Measuring SEO
What Do I Measure?
How Do I Do It?
• Sessions
• Google Analytics/Universal Analytics
• Visitor Geography
• Google Search Console
• Page Views
• Visitor Flow
• Pages Per Session
• Average Session Duration
• Bounce Rate
• Traffic Sources (PPC, SEO, Social)
• Keywords
• Lead Conversions
Measuring Social Media Marketing
What Do I Measure?
How Do I Do It?
• Audience Reach/Impressions
• Sprout Social
• Engagement
• Buffer App
• Fans and Followers
• Google Analytics/Universal Analytics
• Lead Conversions
Measuring Paid Search
What Do I Measure?
How Do I Do It?
• Impressions
• Google AdWords,
• Clicks
• Google Analytics/Universal Analytics
• Average Position (aPos)
• Average Cost per Click (CPC)
• Lead Conversions
Search Engine Marketing Next Steps
Contact The Channel Company and get started today with your:
• SEO Audit
• Social Audit
Find out how to enhance your overall marketing with:
• SEO Strategy
• Digital Advertising
• Social Content and Amplification
Program Contacts:
Cortney Doucette, Strategic Account Manager, Dell
O 518-416-1149
[email protected]
Chelsea Albers, Marketing Account Manager, AT&T
O 508.416.1139
[email protected]
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Copyright © 2015 The Channel Company, All rights reserved.