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Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Direct quotes for source: as indicated on each slide. Prepared by: Celeste Ng, 2018. Search Engine Marketing. Search Engine Marketing (SEM) 搜索引擎行銷. Search Engine Marketing. SEM & SEO – Know Your Online Customer. What.

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Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

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  1. Search Engine Marketing (SEM) and Search Engine Optimization (SEO) Direct quotes for source: as indicated on each slide Prepared by: Celeste Ng, 2018

  2. Search Engine Marketing Search Engine Marketing (SEM) 搜索引擎行銷

  3. Search Engine Marketing SEM & SEO – Know Your Online Customer What • To get insights into what people search for, try • Free online tools like • Answer The Public and Keyword Planner. • Can utilize analytics features on social media platforms like Facebook and Twitter to get a glimpse of audience • Demographics, and online behaviors • Talk to people. … connecting with people face to face can yield some truly unique insights into who they are and what they need. 人口統計和在線行為 Source: Google Digital Garage, 2018

  4. Search Engine Marketing Know Online Customer – Examples: “Answer The Public” What + How URL: https://answerthepublic.com/ Source: Celeste Ng, 2018

  5. Search Engine Marketing How + Examples “Answer The Public” URL: https://answerthepublic.com/ Source: Celeste Ng, 2018

  6. Search Engine Marketing Know Online Customer – Examples: “Answer The Public” How + Examples URL: https://answerthepublic.com/ Source: Celeste Ng, 2018

  7. Search Engine Marketing Know Online Customer – Examples: “Facebook Analytics” How + Examples URL: https://www.facebook.com/nakefashions/ Source: Celeste Ng, 2018

  8. Search Engine Marketing SEM & SEO - How Search Engine Sees the Web What 每一個網頁都有獨特的名稱 每一個網頁都有重要的單詞和短語 圖像 - 使用描述性單詞命名 and 使用替代單詞 Source: Google Digital Garage, 2018

  9. Search Engine Marketing SEM & SEO - How Search Engine Sees the Web - Example How + Examples Source: Celeste Ng, 2018

  10. Search Engine Marketing SEM & SEO – Make Web Pages Search Friendly (1) What + How • There are several elements on your page that can tell the search engine that the page is about your products (e.g. fresh fruits and vegetables). These include: • Meta tags and title – must have “fruits and vegetables” • Headings – must have “fruits and vegetables” • The page copy itself – must have “fruits and vegetables” 新鮮水果和蔬菜 元標籤和名稱 標題 網頁裡面的內容 Source: Google Digital Garage, 2018

  11. Search Engine Marketing Make Web Pages Search Friendly (1) – Examples: NakedFashions Examples Source: Celeste Ng, 2018

  12. Search Engine Marketing SEO – How other Web Sites Can Work for You (1) How 提高您網站的知名度 • To improve your website’s visibility on search across the web • Encourage links to your site • Engage with your customers through good content • Promote your site with social media • Your search engine optimisation, or SEO results are • influenced by things you do on your site • On-site optimization • What other sites are saying about yours • Things that happen off your site • Off-site optimization 鼓勵其他網站鏈接到您的網站 跟客戶在線上互動 使用社群媒體 在你的網站上你可做的優化 在你的網外所產生的優化 Source: Google Digital Garage, 2018

  13. Search Engine Marketing SEM Auction拍賣 How • The TWO main things that determine your performance the auction: • The price you’re willing to pay for a click — the max CPC — and • Your Quality Score or Relevancy 相關性 • To improve your performance, stay focused on improving the relevance of all your adverts. Make sure that your adverts always closely match the terms that people have just searched for. … you can win better positions for your ads, without having to pay more money. 密切的很接近剛剛被搜尋過的關鍵字 Quality Score Source: Google Digital Garage, 2018

  14. Search Engine Marketing SEM & SEO - Keywords What Source: Google Digital Garage, 2018

  15. Search Engine Marketing SEM Campaign廣告活動- Google’s Keyword Planner How • Search campaign • Pick out which keywords you want your ads to appear on. • How can you figure out which search terms are common on mobile devices? • Great tools: Google’sKeyword Planner or Bing’s KeywordResearchTool. ….. tell you what percentage of those searches come from mobile devices. Source: Google Digital Garage, 2018

  16. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -0 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  17. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -1 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  18. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -2 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  19. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -3 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  20. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -4 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  21. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -5 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  22. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -6 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  23. Search Engine Marketing SEM Campaign廣告活動- Google AdWords Keyword Planner -7 Examples Just type in Google Keyword Planner in Google Search Source: Celeste Ng, 2018

  24. Search Engine Marketing SEM - Campaign廣告活動 How • Help your business stand out by • Showing write eye-catching ads • Compelling headlines • Clear calls to action • There are a few simple guidelines you can follow to turn a plain advert into something attention grabbing. • (1) Relevance – try and write your advert’s headline to match the searcher’s words as closely as possible. --- E.g., the ad’s headline: “Hire Wedding Photographer” • (2) Some kind of unique, timely offer or promotion – if you’re running a sale, … take advantage of, that’s a really easy way to attract attention. --- E.g., Get 25% Off Your Photo Collage, Free Shipping on Purchases over £25. • (3) A strong, clear “call to action” in your advert – It’s a good idea to include this as the second line of your advert --- E.g., “Browse Our Portfolio!” or “Buy!” or “Make a Reservation!” or “Book Online Today” or “View our Wedding Photo Gallery!” Research shows that people respond when you direct them to do something specific. Source: Google Digital Garage, 2018

  25. Search Engine Marketing SEM & SEO - Campaign廣告活動 How • Imagine you’re the photographer, and you specialise in various types of photography. Let’s say weddings, baby photos and family portraits. Each of these specialities contain different products, so you decide to split them intoseparate campaigns. • Within each campaign, your next move is to create ad groups for each type of product. For example, • Within wedding photographer campaign, create ad groups for engagement photos, bridal portraits, candid wedding photos, and more. • Within baby photos ad group, add keywords that someone would search for. E.g., keywords like baby photography or newborn photos. • Write an ad that corresponds to the keywords, like: Source: Google Digital Garage, 2018

  26. Search Engine Marketing SEM & SEO - Tracking What + How • One of the best ways to measure how well your search engine marketing is working is by • Tracking conversions追蹤 轉換率 • Actions you’d like website visitors to take • How you choose which conversions to track? If you’re a nature photographer who sells prints online, what kinds of actions might count as “conversions” on your website? • An order • Someone submits an inquiry through “contact form” • Someone download a downloadable PDF form • A link people can click to receive your rates via email Source: Google Digital Garage, 2018

  27. Search Engine Marketing SEM & SEO - Tracking How • How can you actually track these conversions? • Well, you can use tools provided by search engines. These allow you, …place a small piece of code on certain pages of your website to. That sounds complicated, especially if you don’t have any technical support • If you want to track a completed order, … you wouldn’t want to put the code on your homepage … Instead, you would install the conversion tracking code on the order confirmation page. • If you decide to track online inquiries. … you need to install the conversion tracking code on a page the visitor sees only after they submit an inquiry. For example, on the page that thanks the customer after they’ve placed an order. • To properly track conversions, you need to • Attach the code to pages someone will only see after they’ve taken the action you want Source: Google Digital Garage, 2018

  28. Search Engine Marketing SEM & SEO – Tool: Google Webmaster /Tools  Google Search Console www.google.com/webmasters What + Why • What exactly is Google Search Console? • Well, it's a service that gives you feedback about how your website is doing in Google search results. • It has two primary functions. • It monitors your performance in Google Searchresults • It also shows you how Google “sees” your site • Ways Search Console might be able to help you • One way is through its “Search Analytics ” reports. This can help you answer a few important questions like • Which searches bring people to your site? • When searchers click on your links? • Which other sites link to yours? Source: Google Digital Garage, 2018

  29. Search Engine Marketing SEM & SEO – Tool: Google Webmaster /Tools  Google Search Console  Search Analytics www.google.com/webmasters • So how do you track all these things? • Analytics tools and webmaster tools provided by search engines can tell you: • Which keywords bring up your website in the search results • Which web pages they link to • How many visitors click the links to visit your site • Analytics tools can also be used to better understand visitor behavior. They can answer questions like: • How many organic visitors become customers? • Which web pages or content on your site turn visitors into paying customers? • Which content isn’t performing well? Source: Google Digital Garage, 2018

  30. Search Engine Marketing SEM & SEO – Tool: Google Webmaster/Tools (has Ad Experience + Google Search Console + etc.) www.google.com/webmasters Examples Source: Celeste Ng, 2018

  31. Search Engine Marketing SEM & SEO – Tool: Google Webmaster/Tools  Ad Experience -1 www.google.com/webmasters Examples Source: Celeste Ng, 2018

  32. Search Engine Marketing Examples SEM & SEO – Tool: Google Webmaster/Tools  Google Search Console -1 www.google.com/webmasters Source: Celeste Ng, 2018

  33. Search Engine Marketing Examples SEM & SEO – Tool: Google Webmaster/Tools  Google Search Console -2 www.google.com/webmasters Source: Celeste Ng, 2018

  34. Search Engine Marketing Examples SEM & SEO – Tool: Google Webmaster/Tools  Google Search Console -3 www.google.com/webmasters Source: Celeste Ng, 2018

  35. Search Engine Marketing Examples SEM & SEO – Tool: Google Webmaster/Tools  Google Search Console -4 www.google.com/webmasters Source: Celeste Ng, 2018

  36. Search Engine Marketing SEM & SEO – Tool: Google Webmaster/Tools  Google Search Console  Search Traffic  Search Analytics www.google.com/webmasters Examples Source: Celeste Ng, 2018 Source: Celeste Ng, 2018

  37. Search Engine Marketing SEM & SEO – Tools • Google Analytics Demo Account - https://analytics.google.com/analytics/web/?utm_source=demoaccount_medium=demoaccount_campaign=demoaccount#/report/visitors-audiences/a57120885w90746317p94392425/ • Google Analytics Help: Demo Acct - https://support.google.com/analytics/answer/6367342#access • Google Search Console Help - https://support.google.com/webmasters/answer/34397?hl=en_topic=3309300 Source: Google Digital Garage, 2018

  38. Search Engine Marketing SEO performance – Tool site:www.yourwebsite.com • Start reviewing the SEO performance for a business by testing the web address (URL) for the business, add ‘site:’ at the front (e.g. site:www.yourwebsite.com), then search for it in a search engine search. This will show you all the pages that search engine has indexed for that site. Note the top five pages listed in the search results. Source: Google Digital Garage, 2018

  39. Search Engine Marketing SEO performance – Tool site:www.yourwebsite.com Source: Celeste Ng, 2018

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