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@annstanley
How B2B companies should really use search
byAnn Stanley
July 2012
@annstanley
Understanding the search results
Ads - PPC
Display options
Organic or natural results
Universal results – maps, news, shopping etc....
@annstanley
Google – local businesses
Ads - PPC
Display options
Organic or natural results
Universal results – maps, news, shopping etc....
@annstanley
Searching for products
Ads - PPC
Display options
Organic or natural results
Universal results – maps, news, shopping etc....
@annstanleyBing Map – listing through My118 Information
@annstanley
Listings dynamicallyordered bybid price & relevancy
2
User submitssearch
1
Pay Per Click in Action
User clicks on paid link, triggering payment to Google
3
@annstanley
Ad Extensions, Local Listings (map) and new Product Listing ads
@annstanley
Summary of different shopping results in Google
Keywords =Samsonite luggage
Organic shopping results
(Merchant Centre)
AdWords Products ad extension Product Listing ads Map
and Places listings
@annstanley
Remarketing in AdWords (aka stalking)
@annstanley
Remarketing results
Client 1
Client 2
Client 3
Client 4
CampaignConv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)
Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)Conv. (1-per-click)
View-through
Conv.
Conv. rate (1-
per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - - Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%Competitors - - - 216 0 2.01% - - - 184 0 1.88%
@annstanley
Managing PPC – what’s important• Granular set-up of the account to increase relevancy – 100-1000’s of
keyphrases in discrete ad groups (with a matching ad and landing page) • Quality Score is Google’s measure of relevancy – it affects your position
and how much you pay (e.g. QS of 8/10 will pay half as much as a QS of 4/10 to achieve the same position)
• Click through rate – pause phrases and ads with a CTR below 1%, otherwise this drags down your QS
• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!
• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click – can you afford this?
• Conversion and revenue optimisation – invest in what works (keyphrases and ads) and pause what doesn’t!
@annstanley
Long term investment!Search Engine Optimisation (SEO)
@annstanley
A search engine is made of three basic components:
A Spider or RobotAn automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content
A Storage System or DatabaseA record of all the pages viewed by the Spider
A Matching Process or Relevancy AlgorithmThe rules that tell the search engine how to determine what would be relevant to your search
How Search Engines Work
@annstanley
Check that your site is indexed?
Do you have keyphrases in your url, title and description?
@annstanley
Google keyword research tool
@annstanley
Determine the level of competition
@annstanley
Page plan with levels of monthly searches vs competition (results in Google)
@annstanley
Optimise your content
@annstanley
• Title Tag• Meta Description Tag• Content• Header Tag (H1)• Frequency of phrases (how many times they are
mentioned)• Use of semantic phrases (not just heavily focussed
on one target keyword)• Density of phrases (proportion of the text)• Internal Link structure with anchor text• Image optimisation (file names, Alt tags)• Avoid Spam techniques and over-optimising• Create new ongoing content on your site e.g. a
blog
On-page factors
@annstanley
Steps to optimise your website• Carryout keyphrase research (where possible use PPC data)• Prioritise your keyphrase by high search volume and low competition
(does the keyphrase convert?)• Produce a topic and a page plan (ie which pages are to be optimised
with which phrases)• Write new optimised content on existing and new pages, (URL, title,
description, headers, keyphrase density, anchor text, image optimisation)
• Upload your content through your CMS and add new links from the homepage for new pages e.g. in the footer (you may need to get your developer to do this)
• Add new optimised content every week via a blog • Review results using Webmaster Tools and Analytics
@annstanley
• Domain age• Domain name• Filename/full URL• Directory listings• External Link Structure• Anchor text of inbound links• Page quality of inbound links• Social bookmarks• Reviews and testimonials• Social indicators especially Google +1 and Facebook
“Shares”
Off-page factors
@annstanley
• Content that people will want to link to• Free stuff• Blog posts• Useful documents/articles• Online tools• Video and audio• Funny or entertaining content
• Your content on other sites• Guest blogging• Online PR• Relevant directories• Third party blogging platforms
Getting Links
@annstanleyBlogging – Fresh Content, SEO, link bait and sharing
@annstanley
Importance of social• Direct traffic - e.g. Brand pages (Facebook,
Google Plus, Twitter) • Community, loyalty and word of mouth -
(Facebook Likes, Twitter, Reddit, Digg, Delicious)
• SEO benefit - Referrals, links and social indicators (Google Plus, Facebook Shares, social bookmarking)
@annstanley
Social networking for businesses (personal vs company profiles)
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Google Plus (again!)
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What’s new in Google?
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Google’s “Search, Plus Your World”(Google.com)
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Local results – “Venice” update
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Panda?
LSI – Latent semantic indexinghttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
@annstanley
Optimise for the user – not search engines
• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means:– No duplicate content– All pages to have unique, relevant and useful content
(even the 1000s of product pages on ecommerce sites!)
– Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
@annstanley
Penguin• Google Algorithm change to “penalise” sites with:
– Unnatural and poor quality links (very high numbers, high proportion of “exact match anchor text”, links on every page of a website, poor quality source of links)
– Search spam – keyword stuffing• P-Day = 24th April – if you had a significant drop in
traffic then you were affected by Penguin update• You may have received an “unnatural links” warning
in your Webmaster tools• Clean your site up, remove bad links (on other sites)
and put in a “reconsideration request”• Bing has introduced a “disavow” feature in Bing
webmaster tools. Google expected to follow.
@annstanley
What next?• More change, more innovation and more surprises!• Google Plus will become the “New Google” (ie. integration
of many features in one platform/interface)• More emphasis on content and quality, so an excellent
opportunity for marketers to exploit copy writing skills and the knowledge base within the company
• Social will become more important to search and will also become the “new spam”
• Device responsive design, so you have one Universal website that works on all devices
@annstanley
Thank You
Ann Stanley@annstanley
www.anicca-solutions.com
