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Search Marketing

Search Marketing. PAID. PAID. FREE. Who do we search with (international)?. Google – 66% Yahoo! – 15% MSN – 11% AOL – 2% Ask – 2% Nielsen Net Ratings Feb 2010 International. Which factors are important. There are two factors which are vital to a successful SEO campaign:

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Search Marketing

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  1. Search Marketing

  2. PAID PAID FREE

  3. Who do we search with (international)? • Google – 66% • Yahoo! – 15% • MSN – 11% • AOL – 2% • Ask – 2% • Nielsen Net Ratings Feb 2010 International

  4. Which factors are important There are two factors which are vital to a successful SEO campaign: • On page optimisation • Link building

  5. Search engine spiders

  6. How do Spiders work? • Read HTML from left to right – top to bottom • Follow links on your page • Place different emphasis on keyword placement • May or may not be interested in Meta Tags

  7. Google is indexing the web

  8. Spider issues • Flash (Google now Indexing!) • Text in Graphics • PDF, Word, RTF, Excel etc • Keyword Duplicates • Redirection (301 redirect)

  9. Search Engine User What’s allowed and what’s not – black hat vs. white hat http://www.mattcutts.com/blog/ramping-up-on-international-webspam/

  10. Operators • Use the following to determine your and your competitors performance on the search engines • cache:mastercard.com • site:mastercard.com

  11. Keyphrase research “The language on intention”

  12. Generating keywords: Google Insights

  13. Generating keywords: Google Adword tool

  14. The Long Tail Originated by Chris Anderson. Diagram from: http://www.amitbhawani.com/blog/increase-website-traffic-with-long-tail-key-phrases/

  15. “Gorilla” launched TV advertising: impact on search volume • Searchers also looked for “drumming gorilla” and “something in the air”. • Cadbury’s did not rank for these terms and lost the opportunity for deeper engagement • Search volume for Cadbury’s up 300% • Search volume for dairy milk up 1000% + www.google.com/insights/search/

  16. How many words? • Over 50% of searchers are using keyphrases with 3 words or longer • Around 30% of users search with 2 word phrases • Only 13% search with one word keyphrases Source: e-consultancy

  17. Keyword variations • Singular and plurals • Word order • Language or regional variations

  18. Writing for Search Engines

  19. Keyword placement • Page Titles • Meta Tags • Headings <H1> • Body Content • Text Links • ALT Tags

  20. Page Title Page Name Alt Text Heading Copy 22

  21. HTML • Html is the language used to create your site • Made up of a number of “tags” • <Title>This is the title</title>

  22. 1. Page title • Highly important • Need to be unique • Use primary keyphrases • Given greatest weight in SE’s • Match the page content • 60 characters or less • Keep important words at the front

  23. Search Engine Results Page (SERPs)

  24. 2. Meta tagsDescription meta tag: • Include keywords • Match the page content • Differ from page title • Separate with commas or spaces • “Write to entice” • Increases click-throughs • 75-100 characters • Unique for each page

  25. Keywords meta tag • Many search engines will completely ignore keyword meta tags • No harm in using them but do not spend a lot of time refining them • Limit to 5-8 keywords per page

  26. 3. Headings H1-6 • Match with the page content • Include primary keywords • Use in descending order <h1> <h2> <h3>

  27. 4. Body “Content is King” • Primary keywords in 1st paragraph • Check keyword density • Use paragraphs with headings

  28. 5. Text links • Use keyword strong links • Enhances relevance of the target page • Remember internal and external links • Remember to avoid JavaScript links • Read about Anchor Text • Read about Anchor Text here..

  29. 6. Alt tags • Very important for accessibility and usability • Never sacrifice these tags for SEO • Use informative descriptions which contain page’s keyphrases

  30. How to determine your rankings

  31. Google Analytics

  32. Link building • Fundamental part of SEO • Includes internal linking structure within your site • PageRank should be used only as a guide to the popularity of you site

  33. Link building Pagerank: Part of Google algorithm Quality of links Reciprocal relevancy

  34. Elliance, Inc. (2007): www.elliance.com. Available at : http://www.smashingmagazine.com/2007/06/05/google-pagerank-what-do-we-really-know-about-it/ 36

  35. Google Link Operator

  36. Elliance, Inc (2007): www.elliance.comAvailable at: http://www.bpodr.co.uk/blog/a-quick-guide-to-link-bait

  37. SEO summary • Keep it ethical • On-page optimisation • Link building strategy • Use SEO tools to help you out • Use PPC as part of your overall SEM strategy • Keep refining and reviewing your performance

  38. Exercise • Split into groups • Critique the following page from an SEO perspective • What changes would you make? • Share with group

  39. Pay Per Click

  40. What Is Paid Search? • Paid Search is the art of driving traffic to a clients website through sponsored links • This is the mechanism by which Google makes 92% of all of it’s revenue globally • It is a highly effective form of acquiring traffic online • The benefits are: • You only pay for the clicks you get • You can target your campaigns on people who are already pre-disposes in what you have to offer

  41. c. 70% c. 20% c. 10% Cost paid + Quality Score: + Quality Score: other The price you pay for each click (often be less than the price you bid) The % of people who click on your ad Wording of your ad Text on your landing page Age of your account CTR of your account The Google Adwords formula

  42. Search network

  43. Why PPC? • Speed– Instant Rankings (Anything from 5 minutes) • Simple to implement – Easy to setup and Monitor • Position Control – You can achieve no1 position if you are willing to pay • Branding Control – You control the title and description • Qualified Leads – Targeted ads should lead to more relevant results • Instant Updates – Keyword changes are easy to implement • Insurance– You are protected against ranking algorithm changes on organic Search Engines • Analytics – You can measure your performance

  44. Some things to be aware of… • Cost – PPC is generally more expensive than organic optimisation • Management – Campaigns need to be monitored constantly to make the campaign effective • Dutch Auctions – Competitors often outbid each other for no1 positions • Users prefer organic – statistics show that only 27% of Google Users saw PPC as relevant to their search query • Click Fraud – where are those clicks actually coming from?

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