Search Marketing

WEEK 7 – Learn Implement & Implement Digital Academy

Two types of search marketing

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a form of internet advertising utilising search engine

results to promote brands and websites.

It is a paid media where advertisers bid of

specific search keywords that when typed in,

their ads are shown.

Search Engine Optimisation (SEO)

Search engine optimisation (SEO) is the process of improving your website and content so that it is visible to search

engines.

Website SEO aims to make the information & services that your organisation provide

deemed most relevant (by the search engine) to match the keywords that their

users are searching for.

Search Strategies

Search Engine Marketing (SEM)

Mostly, Google Adwords

SEM TerminologyWhat do these mean?

• PPC

• CPC

• Creative/ Adtext

• SERP

• CTR%

• Impressions

• Google Content Network

• Rank/ Position

• Quality score

SEM Terminology

• PPC – Pay Per Click• CPC – Cost per Click• Creative – Heading and description of search ad• SERP – Search Engine Results Page• CTR% - Click through Rate (as a percentage)• Impressions – The number of times your ad is shown• Google Content Network – Display banner ads outside of

Google• Rank/ Position – The position your ad is shown when a

keyword is searched (1 through 8 for page 1)• Quality score – A ranking Google gives your ad based on its

CTR, relevance to the keyword & the landing page’s relevance & other factors.

SEM Networks Landscape

Global Search Market share http://market share.hitslink.com/search-engine-market-share.aspx?qprid=5&qpcustomd=au

Search Networks Market share

March 2014: Google 73% Globally or 85% of all English based search.In Australia their market share is closer to 95%.

Organic Vs. Paid

Google taking up Organic space

Paid Search OptionsGoogle Content Network

Paid Search OptionsYouTube

Paid Search OptionsLocal Search/ Maps

Paid Search OptionsMobile

Paid Search OptionsMobile Map Pins

Bidding Strategies & Targeting

• Bidding Strategies• Position/ rank #• Max CPC• Broad match• Phrase Match• Exact Match• Targeting• Location targeting• Device targeting• Retargeting

Adwords – Ad Groups

Adwords – Creative/ Ads

Adwords - Keywords

Adwords - Targeting

Adwords – Ad Extensions

Exercise

Google Adwords Demo

Why SEM?

• Quick Wins

• Good targeting

• Conversion reporting – with Google Analytics

• Low wastage

• Competitive

• Strong acquisition driver

• Branding.

Search Engine Optimisation (SEO)Strategy, Planning & Execution

What is SEO?

SEO is optimising your website to make it easier for search engines to find you.

•Good SEO = High rankings in Google search listings (pg. 1)

•SEO is about many small tactics, implemented in increments over time to help your website rank better in search engine results. These tactics include:

• Website content (engagement objects [images, maps, video, infographics, ebooks] + words)

• Internal and external linking strategies (expertness)• Information architecture and siloing (URLs and site navigation)• Meta data + keywords (html)• Site map (html and XML) and much more.

Optimising for Google

90% of all internet sessions start with a Search query

Google Global Market share Nov 2012#10 on Google gets more traffic than #1 on Yahoo

93% of all searches in Australia are on Google (Nov 2012)

Optimising for Google

There are [reportedly] over 200 variables in Google’s

algorithm which determine rankings, some of them are:• Content

• language and uniqueness

• frequency of updating

• Duplicate content

• Keywords used and anchor text + alt text

• Domain age

• Where you servers are located

• URL structure

• Internal cross linking

• Outbound and Inbound linking

• Authority of domains being linked to

• XML and html site maps

• Robots.txt

• Page load time.

What we’re aiming for. Page Rank

Keyword Research

• Identify what your audience is searching for when looking for your product or service

• Prioritise your organisation’s target keywords based on volume, relevancy and likelihood to convert

• Identify gaps in your content that you need to fill• Develop your SEO strategy based on audience, consideration

cycle, location and culture.

Use SEO Tools to do your Keyword Research and Google Adwords is the best place to get Australia search volume numbers

• http://www.seotoolset.com/tools/free_tools.html• https://adwords.google.com/ko/KeywordPlanner

In Practice Exercise

• Identify 3 key terms that you want your website to rank on page one of Google’s search results for

• Go to www.Google.com.au and search for this term.What is your ranking? Can you find your listing on the first 3 pages?

• Now open an incognito window in your browser and search for your keyword.Is your ranking the same?

Exercise

Topline SEO Audit

http://www.seotoolset.com/tools/free_tools.html

In SEO, Content is King!

What is ‘Content’?

In the digital world, everything you can add to a webpage is ‘content’

•Written words

•Images

•Video

•Graphs and infographics

•Links.

Treat your Content like a Queen!

Content brings

•Search engines

•People/ Partners/ Prospects

•Credibility

•A good user experience

•Variety

•Inbound links

•Sharing

•Stickiness (repeat visitation).

In Practice Exercise

• Go to www.Google.com/analytics and log into your account.• Navigate to “Behaviour > Site Content”

What are your most popular website pages?• Navigate to “Acquisition > Channels”, click on organic search, then add a

second dimension > traffic sources > landing pages.Are your most popular pages getting traffic from search engines?

• Navigate to “Acquisition > Keywords > Organic”Are the three keywords you identified as important, present in your top 10 keywords driving traffic?

• Go to SEO Toolset > Free Tools and find out • who are the competitors for your target keywords?• What is your Domain page rank and your key competitors Domain page

rank?

SEO Fundamentals

The stuff you need to know and get right

SEO Fundamentals

What you can control easily Technical implementation

On page content

Target keywords

* Keywords currently rank on Google Search Results pages 2, 3 and 4

Create content (1 full pg

minimum) for each keyword

you wish to rank for.

Create content (1 full pg

minimum) for each keyword

you wish to rank for.

SEO Fundamentals

What you can control easily Technical implementation

Meta Data or Meta tags

• Page title • Description• Keywords

• Meta tags must be specific to each page• They must describe the page content and use the SEO

keywords• They must match the page URL• Any words that are hyperlinked through the page content,

should match the keywords (this is called anchor text).

Meta data examplehttp://www.law.unsw.edu.au/areas-of-study/environmental-law

If you do not assign a description to your meta tags, Google will pull out the first piece of content that it deems to be relevant to the search term.Sometimes this will work out ok, other times not so well.

Meta data template

• Page title• 8-10 words: Literally what the page is about

• the most important words first (brand is the last thing)

• Description• 12-24 words: this is what the user will read in the

Google search listings • so it needs to be an accurate description of what is on the

page

• Keywords• 24-48 keywords: this is what we think people will be

typing into a Google Search• starting with the longest keywords (5+ words) down to

single word keywords

<H2>Heading tags</H2>

SEO Fundamentals

What you can control easily Technical implementation

Linking Internal, External, Inbound

Linking is important because Google’s “spiders” crawl the internet, moving from one link to another. So these links should have relevant keywords in them

•Internal linking•creating hyperlinks to move users around your own site

•External linking•hyperlinks that direct users to websites outside of your domain

•Inbound links •Google gives points to sites who have lots of links pointing to them

•Ideally, you want inbound links from authority or “expert” websites (page rank 4 and above).

Anchor text

• The words you choose to hyperlink are called “anchor text”. • Google puts more emphasis on words that are linked or

bolded

• These anchor text words should match your keywords wherever possible

• Therefore, your anchor text gives Google a quick snapshot of your page content and the pages you’re linking to.

Don’t hyperlink words like “Find out More” or “Click here for more information”.We want to hyperlink our keywords such as “environmental law” or “law degree”

Don’t hyperlink words like “Find out More” or “Click here for more information”.We want to hyperlink our keywords such as “environmental law” or “law degree”

Alt text or Alt tags

Alt text is a literal description of your images that search engines can read.This should be different to the caption (but many websites use the same info).

On Page SEO Template

SEO Tools

• There are many paid subscription SEO tools as well as some free web based solutions that can help you stay on top of your SEO

• Google Insights

• Google Webmaster Tools

• Bruce Clay’s SEOToolset.com

• SEO moz

• HubSpot.

Search Project Brief

1. Create a Paid Search Campaign to drive sign ups to your next webinar series on [insert your topic here]

2. Using the Parachute Digital SEO Content Template, optimise this page from the Climate Council Website for search engines http://www.climatecouncil.org.au/climate-change-basics so that it will show up better in search results.

Reading

SEM

•http://searchenginewatch.com/ppc

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/how-does-search-engine-marketing-sem-work/

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/search-engine-marketing-sem/

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/google-adwords-strategy-and-budgets/

•http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/how-to-expand-your-paid-search-campaign-across-new-channels/

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/a-search-marketing-strategy-head-terms-and-long-tail-keywords/

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/bidding-strategies-for-search-engine-marketing-sem/

Reading

SEO

•http://searchengineland.com/guide/what-is-seo

•http://searchenginewatch.com/article/2303494/21-Best-FREE-SEO-Tools-for-On-Page-Optimization

•http://seo-tools-review.toptenreviews.com/

•http://seoupdates.info/top-21-seo-tips-and-tricks-to-follow-in-2013/

•http://www.marketingpilgrim.com/7-minute-seo-guide

•http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/copywriting-for-websites-and-seo/

•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-paid/seo-back-to-basics-of-search-engine-optimisation/

•http://www.parachutedigitalmarketing.com.au/blog/online-research-trends/a-successful-seo-strategy-requires-robust-keyword-research/

And that’s just the tip of the iceberg.