digital nashville beyond keywords v3 (sak)

Proprietary & Confidential 2010 © Be Found Online, LLC

Beyond Keywords

Search Marketing on the Edge


Search 101

• Paid Search

• Organic Search

• Local Search


Universal Search

• News

• Videos

• Websites


Universal Search Continued

• Live Twitter Feeds

• Book Search

• Image Search

• Search Suggestions


Which Solution Is Right for You?

Campaign

• Paid Search

• Local/Universal Search

• SEO

Benefits

• Quick implementationImmediate results

• Targets a local/niche audience

• Affordable SEO value

• Long-term benefitsLong-term value


SEARCH ENGINE OPTIMIZATION

Beyond Keywords


What is SEO?

A. Manipulating the on-site and off-site elementsof a web page

B. Improvingrankings on the organic search engine results pages for a given set of keyword phrases

C. Cracking a search engine algorithm

D. All of the above


What is an Algorithm?

• A set of factors that search engines consider when ranking content for a particular keyword

• Factors can be on-site, like keywords, or off-site, like inbound links

• Search engines change their algorithms often to improve search results and minimize spam


Algorithms in Action

Authority sites like Wikipedia rank high. Google likes trusted sites.


Where Can You Place Keywords?

Page Title

Header (H1)

Navigation

Content

Products Active Ingredients Alt Text

URLs


Where Else Can You Place Keywords?

Directories

Industry News Sites

Blogs


Where Else Can You Place Keywords?

Local Listings

Facebook

Twitter


What is Link Building?Acquiring inbound links to your content, products, services

Acquisition TipsAcquire Relevancy, Not Rank Identify target terms

Deep LinksStudy your network

OpenSiteExplorer.comContent marketing

http://www.spyfu.com/

http://www.opensiteexplorer.com/


What is Content Marketing?

The art and science of creating and freely sharing digital media

• Building brand equity• Fostering consumer trust• Crowding results spaces, bolstering search rankings• Leveraging social networks• Driving consumer prospects to websites


SEO TRENDSBeyond Keywords


Trend #1 Local Search Results

• Google pulls local listings from Google Places when you search with a geographic qualifier

• Primarily B2C


Trend #2Personalized Search

• When signed into Google, Google knows past search history and ISP location to serve tailored results.


Trend #3Instant Search


Trend #4Shift in Search Engine Market Share

Bing Overtakes Yahoo! As the #2 U.S. Search Engine

But Yahoo is showing Bing results now, so Google’s market share is less stable.


So What is SEO Again?SEO is not just about making a great site, it’s about putting relevant content wherever the user maybe. It’s about eVisibility• Viewing a home page• Reading a blog• Scanning review sites, image site, video sites• Chatting on Facebook• Looking at a job description• Reading a press release on a news site


LOCAL SEARCH Beyond Keywords


What is Local Search?

• Local Search targets specific geographic locations through paid and organic tactics

One Location Multiple Locations


Where is Local Search?

23

But where does it come from?....


Local Search 101

Local Search Results

Local Search Results

Local Paid Search Listings

Local Submit Listings


Primary Data Providers in Local Search


Data Sources for Major Local Search Portals


Local Search Ecosystem


Distribution Trends

• Google Still on Top

• New Distribution Partners

28

Find a reliable mechanic

Purchase a digital camera

Google has Substantial Local Volume

• 1 in 5 queries on Google.com is Local in nature• 1 in 3 queries on Google mobile is Local in nature• Google Maps has 49% Market Share US• 1M hours are spent browsing Maps and Earth every day• 100M monthly users on Google Mobile Maps


Measurement of Local

• Difficult to Track– Real Addresses– Real Phone Numbers (no tracking!)–User intent is offline

• Local Search Analytics is Rare– Few local search engines or IYP’s provide analytics

unless you are using paid products

• Ranking & Inbound Traffic– Rankings can be tracked– Inbound traffic can be measured using Analytics


Channel Activation

• Self - Identify sites & get to work• Service Provider – Pay the fees

(modest) and save some time• AHA’s&Gotcha’s–CitySearch & Yelp do not support feed

based updates. Translated: DIY–Google Places allows you to respond to

reviews–Find niche review sites – check your

competition on Google Places


PAID SEARCHBeyond Keywords


The Lingo

• SEM (Search Engine Marketing)–PPC, Paid Search, Sponsored Search, Search Ads,

The best thing since sliced bread

• The Platforms–Google Adwords–Yahoo Search Marketing • Panama

–Microsoft AdCenter• No longer MSN!

Paid Search


Account Structure & Organization

• Campaigns– Budget Control– Targeting Control– Primary Settings

• Ad Groups– Ad Copy– Keyword Groupings

• Keywords & Targets– Keywords

• Phrases• Negatives

– Placements– Categories– Audiences (remarketing)


Keyword Strategy & Process

Step 1: Keyword Research

• Utilize multiple keyword research toolsTop category termsCompetitive university analysisTop volume keywordsCommon iterations

• Combine onsite analyticsSite search dataOrganic keyword data

Paid Search


Keyword Strategy & Process

Step 2: Keyword Refinement

Develop campaign structureMerge & de-dupe keyword listsDevelop base category & product

keywordsExpand base keyword lists with

iterations & modifiers Identify obvious negative keywords Idemtiffy commin misspelings Search query reporting Expand & Segment Match types Broad, phrase, exact

Step 3: Keyword/Ad Group Assignment

Assign keywords by campaign and category

Assign Ad Copy & Keyword Insertion

Research

Refine

Assign

Paid Search


Ad Copy Strategy

• Prequalification• Strong calls to action• Value proposition• Offers


Bid Management Types

• Rules Based

• Portfolio Based

• ROI Strategies–ROAS Maximization–CPA Targets

Bid Management Examples


Rules Based Bidding• Thresholds– Last 7 days vs last 30 days

• Changes by seasonality

• Scope– Brand vs Product Keywords– Priority Keywords

• Values–Optimize based on Average Position, ROAS, CPC, CPA, CTR,

Quality Score.

• Actions– Bid Changes, Bid Pausing, Alerts


PAID SEARCH TRENDSBeyond Keywords


Typical Publisher Allocation Strategy

• Google still King

•MicroHoo Means Business• Test early• Stay fluid

• Microsoft adCenter is the new 2nd platform

Paid Search


93M Unique Searchers

12.1% Share

1.9BMonthly Searches

118M Unique Searchers

18.3% Share

Monthly Searches 2.9B 158M Unique Searchers

30.4% Share

Monthly Searches4.8B

Source: comScoreqSearch May 2010

Paid Search

The Search Alliance BringsOverall Growth in U.S. Search

Share


Social Ads vs Search Ads

• Social PPC Similarities–CPC Buys–Text Ads

• Differences–Paid Search Targets Keywords–Facebook Ads Target People


Facebook Ads Targeting

Target to exact audience• Gender: male &

female• Age: 20 - 50• Location: Chicago

metro area, WI, IN, MI

• Interests: banking, investments, insurance, accounting, law

• Education: Undergraduate degree

Separate ads for separate age

groups:

20 – 30 yrs: enhance standing,

promote within

40 – 50 yrs:start own

financial planning business

Point ads to website

landing page or DePaul’s Facebook

page

Promote open

houses and

other events

Add image

for brand

recognition

Estimated $1.46 per click


LinkedIn DirectAdsTargeting

Target to exact audience• Age: 25-54• Location: IL,

MI, WI, IN• Industry:

Finance

Can target job function and

seniority

Tailor ads to banking,

insurance, financial

services, etc.

Add image for brand

recognition


ANALYTICSBeyond Keywords


How Do I Measure SEO Success?


What Can I Measure?

• Campaigns• Event Tracking• Site Search

• SEO/SEM• Custom Data• Goals


Campaigns

• Email• Display

• SEO/SEM• Social


Events

• Downloads• Video Views

• 3rd Party Clicks• Flash


Site Search

No science and no rockets, this simply tells us what users type into the on-site search box.


Metrics

• Keywords• Search Engines

• Traffic• Stickiness


Take Action


Which Solution is Rightfor You?

SEO

Local Search

Paid Search

digital nashville beyond keywords v3 (sak)

Business

llc local search ecosystem

local search results

search rankings

personalized search

instant search

llc search engine optimization

llc trend

keywords search marketing