Digital Sales Services Making Sense of SEO, SEM and Google Analytics

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Digital Sales ServicesMaking Sense of SEO, SEM and Google Analytics

Angela Gustafson, Internet BroadcastingJune 2011

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Introduction

This session will teach you all about Search Engine Optimization & Marketing.

IB is currently reviewing sales products that we can offer that will allow you to help your advertisers with their SEO and SEM strategies.

In the meantime, we would like to position you as an expert in the digital space and believe that this information will help you act as a digital consultant for your advertiser.

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Today’s Agenda

• Definitions• How does it work?• How can you help?• How do we know it’s working?

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Definitions

• SEO (Search Engine Optimization)• Altering your site to try and improve

where it displays/returns in the major Search Engines.

• SEM (Search Engine Marketing)• Paid cost per click campaigns that

advertisers utilize to ensure that they display when a user searches for a specific term.

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Today’s Presentation

• Presenting to Memorial Clinical Associates Dermatology.

• They are a current display advertiser on the site.

• They are interested in finding out more about SEO and SEM.

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Presales Call Prep

• Google their site• Google their

competitors • Note how you

found their site and where they display

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Questions you may hear during the call

• How do I get my site to show up first when a user searches for a Dermatologist in Houston in Google?

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SEO Definition and Terms

• Search Engine Optimization (SEO)• The practice of increasing a website’s

visibility in the popular search engines (Google, Yahoo!, and Microsoft Bing) via “organic” or un-paid search results

• Organic - Search results that are not paid advertisements.

• Visibility – Sites strive to show up at the top of the search results

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SEO Considers

• How search engines work • What people search for • Search terms typed into search

engines• Search engines the advertiser is

looking to target

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SEO Considers: How search engines work

Crawl

http://searchenginewatch.com/article/2064349/Crawl-Index-Rank-Repeat-A-Tactical-SEO-Framework

Rank Determining who displays first

Index Filing items in the index

Flipping through the pages

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SEO Considers:How search engines work - Crawl

Click Here to See What This Looks Like

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SEO Considers:How search engines work - Index

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SEO Considers:How search engines work - Rank

• Content relevancy• Page title and url• Meta Keywords and

Description• Code within the site

that tells the search engine what the webpage is about.

• Images• Using alt-text on

images tells the search engine what the image is

One of our talented doctors carefully applies

microdermabrasion treatment to a patient.

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• Indexed pages• Number of pages on the site

• The ‘meatier’ the site the more relevant

• External linking• 3rd Party links to a site = more relevance• If a website exists and no one recognizes,

it is not valid in a Search Engine's eyes

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• External linking• Google has a featured called PageRank

• A numeric value that = how important a page is• When a page links to another page = casting a

vote for the page.• More votes for a page = more important the page.• PageRank of the page casting the vote = how

important the vote itself is.

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How search engines work – RankHow can you help?

• Website Grader • Looks at all of

these factors• Provides an

idea of how Search Engines will rank the site

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• Check your advertiser’s “Website Grade”• Offer suggestions such as:

• Add social media • Add a blog• Increase the number of links coming into

their site

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• “Can I buy a link on your site that will link to my site?”• Paid link = non organic

• Both you and your advertisers' sites could face consequences

• IB currently uses nofollow links to your client’s sites.

– Currently reviewing our strategy

http://www.google.com/support/webmasters/bin/answer.py?answer=66736

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SEO considers: What people search for

• Make sure your advertiser’s website and metadata includes relevant information and appropriate descriptions for their business.

• Have your advertiser think about “how do people find you”?• They can ask past customers:

• How they found you? • Why they chose you?• What issues were important to them in choosing you?

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SEO considers: The actual search terms

typed into search engines = keywords

• Keywords can be found by checking:• Web analytics or server logs • Page contents of competitor’s websites • Google Keyword Generator

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SEO considers: Which search engines are preferred by the

targeted audience• Google

• Dominant search engine in the market • Incoming links are very important• Tends to rank sites higher based on age

• Yahoo! And Microsoft Bing• On-page keywords are of primary

importance• Has no preference to a site’s age

http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=4 http://va-sem.com/about-seo/differences-in-search-engines/

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REVIEW

• SEO is important• There are many factors to consider• You can offer tips that will allow your

advertiser to meet their goals

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• What about those “ads” on the sides of the search engine? How do I show up there?

• Or what about those Google ads on your site?

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SEM or CPC Definition

• Search Engine Marketing or Cost Per Click (CPC) Campaigns

• Search Engine Result Marketing• Increasing visibility in search engine result

pages through the use of paid placement and paid inclusion

• Contextual Advertising • Paid placements that scan the text of a

website for keywords and returns ads based on what the user is viewing

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How Search Engine Result Marketing works

• Campaigns based on searchable keywords

Click Here for an Example

Click Here for an Example of Placement

Click Here for an Example of Bidding

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How Search Engine Result Marketing works

• Advertisers ‘bid’ for how much they are willing to pay per click• Bid = position on Search Engine Results Page• Bid can vary based on keyword competition• Advertisers only pay per click• Advertisers set a budget for total spending

• IB currently evaluating a software solution that would streamline this process

Click Here for an Example of Bidding

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How Contextual Advertising Works

• Similar bid and compensation system as Search Result Marketing• Bid = position on the Content Networks• Advertisers can specify which urls they

would like to display on and bid accordingly

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How Contextual Advertising Works

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Other Search Engine Marketing

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Other Search Engine Marketing -Google Places, Bing Business, Yahoo

Local• Free!• Allows businesses

to customize their listing on the Maps

• Reporting available on impressions, clicks, and keyword queries

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Other Search Engine Marketing -Google Places

Click Here for an Example

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Review

• If you are willing to spend the money SEM is a good way to ensure exposure and clicks

• Map customization is a nice, free alternative to CPC campaigns

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• “Okay I get it. So should I be doing SEO or SEM?”

• ANSWER: BOTH!

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Search Engine Optimization

PROS• Organic listings are

trusted• Natural search traffic

provides a steady stream of visitors to your site

• Cost to optimize is frontloaded and includes low ongoing maintenance fees

CONS• Despite your best

efforts you may not be able to reach your goals

• You do not have total control of the organic listing like you do with paid

http://www.vestadigital.com/173/section.aspx/165/post/seo-vs-sem-whats-the-difference-which-is-better

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Search Engine Marketing

PROS• Sponsored ads are

known to drive more sales than ordinary search links, converting at higher rates

• Bidding system allows control and consistency of placement

CONS• Paid listings can get

very expensive across competitive keywords

• Can be time consuming keeping campaigns optimized

• A certain portion of users are weary of paid listings

http://www.vestadigital.com/173/section.aspx/165/post/seo-vs-sem-whats-the-difference-which-is-better

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• How do I know it’s working?

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How do I know it’s working?

• Check the Search Engines• Can take time to show results

• Reporting and billing is built in when setting up SEM

• Your client can also monitor traffic on their own through a metric tool like Google Analytics

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How do I know it’s working? -Google Analytics

• Google Analytics tracks site traffic, visitor information and more.

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• How come my Google Analytics report doesn’t match the Google DFP report that you provided me?

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How do I know it’s working? -Google Analytics

• Display advertising may not accurately reflect your site as the referrer.• The client will be expecting to see

WIBS.com and instead the referrer may be listed as DoubleClick, ibsys.com or even "blank”

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How do I know it’s working? -How can you help?

• Make sure they are using the Google Analytics URL builder to build their linking urls:• How do I tag my links?• Google Analytics URL Builder

• Here is a sample link:• http://www.mcadermatology.com/?

utm_source=wibs&utm_medium=leaderboard&utm_campaign=homepage

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How do I know it’s working? -How can you help?

• Let them know that this will help but it may not still be 100% accurate as:• Referrers can be disabled on most browsers.• Security programs can block referrer data.• Firewall and proxy servers can filter referrers.• Users can set up referrer spoofing • Depending on the ad type, the referrer can be

DoubleClick, your site, or even "blank”

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• “This has been really helpful. Do you plan on offering anything that can help with me with SEO and/or SEM in the future?”

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How can you help in the future? - SEO

• IB is currently determining how we can leverage the power of ibPublish2 to benefit your advertisers.

• Items that we are reviewing include:• Page titles and custom urls• Content pathing• New page templates

CURRENTLYUNDER REVIEW

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How can you help in the future? - SEM

• IB is currently evaluating software vendors that could be integrated with WebScan that would allow you set up SEM campaigns across Google, Yahoo and Bing for your advertisers.

CURRENTLYUNDER REVIEW

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Review of what we talked about today

• SEO and SEM are both important strategies

• SEO and SEM can be complex• IB is reviewing sales products that

will help you and your advertisers attain their goals

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Questions?

THANK YOU!

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Documents

Digital Sales Services Making Sense of SEO, SEM and Google Analytics