PUBCON 2018

VOICE SEARCH IS NOT TAKING OVER THE WORLD

Research on over 1 million voice queries that began with “OK Google…” only showed two industries that had a higher than average “OK Google” searches.

1. Millennial fashion

2. Gas stations

Most use of OK Google?

Call mom

Set my alarm clock

AKA Things we don’t care about.

PPC – QUALITIES OF A HEALTHY CAMPAIGN

No more than 5-7ad groups

• Too many ad groups asks Google to budget across every single budget and keyword in that campaign.

• Usually 2 and 3 ad groups hog the budget, and the others don’t get any attention.

No more than 5-10 keyword concepts per ad group

Ads need to be relevant to be effective

Limit campaigns to one time zone per campaign

One strategic objective per campaign

• Don’t ask your campaign to do more than one thing.

• Conflicting objectives can choke budgets

No bid should exceed 10% of your daily budget

• Give yourself enough budget for at least 10 clicks

PPC – TIPS FOR EXPANDING YOUR CAMPAIGNS

Easy Research

•See what people are searching on your site with tools like Search Console and Analytics

• Determine if strong performing google search console terms are missing from your Adwords campaigns and refresh your keywords

Simple Key Phrase Growth

•near me / nearby

•open now

• in stock

• same day shipping

•“best + industry

• tonight/today

PPC – WHERE DOES REMARKETING GO WRONG?

We’re Stalking People

• No one likes being stalked.

We’re not segmenting

• All site visitors get put on the same list - then they are shown a generic ad for the homepage… why?

Single product focus

•Why are we marketing the same product to the same people over and over again?

Our timing is weird

•We start showing ads 30 seconds after a visitor leaves our site.

Our messaging is weird

•We need to create unique messaging - they’ve already seen and denied this messaging.

PPC – WHERE DOES REMARKETING GO WRONG?

Know a Hot Audience When You See One

Hot audiences:

• Visited site

• Made a Purchase

• Abandoned cart

• On email lists

PPC – WHERE DOES REMARKETING GO WRONG?

1. Provide Offers Give a reason to go back and buy it.

2. Less Repetition

Switch up the graphics to increase variety before people automatically start ignoring it.

3. Clean It Up

Clean up your remarketing lists. Remove those who aren’t engaging, or who haven’t been a customer for a long time.

PPC – WHERE DOES REMARKETING GO WRONG?

What does good remarketing look like?

•Exclude all people who DID buy from your retargeting for that product.

•Set up lists in analytics with “days since last session” to segment by time.

• Try to retarget with more specifics on the pages they were looking at. Ex: remodeling - customer is looking at bathroom remodels, so send remarking on the hottest bathroom remodeling trends.

SEO – CREATIVE LINK BUILDING IDEAS

New ideas to reach out, rather than just local directories. These links come from trusted community sources.

•Schools

•Churches

•Local Competitions and Events

•Tournaments (golf, soccer, etc.)

•Cross Fit / Athletic Competitions

•Local Community Sponsorships

•Clubs

•Youth Sport programs

•Festivals

SOCIAL – TIPS FOR CONTENT PRODUCTION

TEST, FAIL, TEST, FAIL, TEST, FAIL

Social media posting is all about testing and failing and testing some more. Failing still counts as learning, so if your post didn’t do as well as you’d hope it would, you’ve now found what does not work for your company. These multiple tests can help you tailor your approach.

SOCIAL – TIPS FOR CONTENT PRODUCTION

Use infographics

•Catch a readers attention.

•Spread knowledge about your industry, service, or product.

•Encourage sharing.

•People like bullet points better than lengthy paragraphs.

•Infographics offer plenty of opportunity for catchy color schemes, graphics, and hard-hitting data.

SOCIAL – TIPS FOR CONTENT PRODUCTIONHave purpose in your posts

Dont post a photo that has nothing to do with your brand, your message, or the content that you’re promoting. Make sure its somewhat related as it helps the user to engage with your post more, and associate the image with your brand.

SOCIAL – TIPS FOR CONTENT PRODUCTION

Don’t post things that are out of touch, or offensive.

SOCIAL – TIPS FOR CONTENT PRODUCTION

Keep Consistent with your posting

Stay consistent with your posting via schedule and content. Your users will eventually come to expect and anticipate your Monday promotional posts, your Tuesday humorous posts, etc. Keep recurring topics and a consistent schedule so that your client based knows what they can expect from following your brand.

SOCIAL – TIPS FOR CONTENT PRODUCTION

Repurpose Your Content

We're not reinventing the wheel here. If you see that something has performed well, make slight variations of it based off peoples comments and questions, and see how that performs.

Give the people what you know they already like!

SOCIAL – CHECKLIST FOR MASTERING FACEBOOK

➢master the art of FOMO

➢use social proof to your advantage

➢use influencers to maximize reach

➢show excitement in your brand

➢create a curiosity gap

➢make them happy

➢learn how to handle negative feeling

➢make them feel proud

➢create a sense of urgency

➢surprise your audience

➢spark a sense of belonging

➢make people feel important

➢incorporate minimalist design

➢think global to reach more customers

MOBILE FIRST INDEXING

WE ALL KNOW HOW A SEARCH ENGINE WORKS:

➢The Googlebot crawls

➢Indexing

➢Retrieval

How relevant are the results to your query

➢Ranking

Post retrieval comes in order by page rank

THERE’S A DIFFERENCE BETWEEN MOBILE INDEXING AND MOBILE FRIENDLY:

➢Mobile indexing – what the crawler sees

➢Mobile friendly – viewport, aka what the humans see

MOBILE FRIENDLY

➢Design

➢Page speed

➢Valid doctype

➢Tappable elements

➢Working navigation

MOBILE INDEXING

➢Indexing – a collection of pages/documents that a search engine has discovered

➢Google has crawled the web from a desktop point of view

➢Google is switching to crawl the web from a mobile browser point of view

➢Meaning, Google will use the mobile version of the page for indexing

NO MOBILE SITE, NO (BIG) PROBLEM

➢Google will still index your desktop site

WHAT WE KNOW ABOUT MOBILE FIRST INDEXING THUS FAR:

➢There’s only one index that contains mobile AND desktop

➢Google has began making the switch

➢According to reports form Google, there won’t be a big change in site rankings

➢Google will STILL index desktop content if there is no mobile version available

➢Search results and the cache will reflect what the mobile crawler sees

HOW DO YOU KNOW IF YOUR SITE IS MOBILE INDEX-READY?

➢Google will send you a notification in Search Console when it’s enabled for the site

THINGS TO DO TO BE MOBILE INDEX-READY

➢Do a mobile-first site audit

➢Create a responsive site

➢Get ride of device-type redirects from subpages to the mobile homepage

➢Add schema to your site

➢Consider AMP

WHAT NOT TO DO:

➢Don’t change your rel=alternate or canonicals

➢Don’t worry about tabs and menus

➢Don’t use app popups

Google devalues those!

➢Don’t have a ton of adds like Forbes

➢Don’t ever forget about page speed optimization

OTHER IMPORTANT INFORMATION

➢If the mobile crawler cant see it, you’re not going to rank for it

➢Don’t forget ANY of your tags

➢Crawl your sites regularly, find the issues

➢Even if you have AMP, you’ll still need to have an actual mobile version of your site

➢Constantly check keyword rankings

➢Some sites have already been migrated over to mobile-first indexing

➢“Hidden content” won’t hurt you site or rankings on mobile-first

if it’s good for the mobile user experience

➢Make sure canonical/alt tags are in all the right place

for your link value to carry over once the switch is prominent

LOCAL SEO

GOOGLE MY BUSINESS QUESTIONS AND ANSWERS FIELD

➢ Your customers are using any opportunity to review you.

➢ Make sure you are paying attention to what people are saying and that you respond to questions before someone else does.

➢ Suggestion: Post your FAQs in this section

GOOGLE MY BUSINESS QUESTIONS AND ANSWERS FIELD

GOOGLE MY BUSINESS PHOTOS

➢While customers can upload their own photos, you can essentially replace the negative ones with location specific photos.

➢Create Additional Content with Posts and Videos

SCHEMA

➢JSON-LD

• When data is messy and disconnected, JSON-LD organizes it and connects it to create a structured result.

• JSON-LD is considered to be simpler to implement, due to the ability to simply paste the markup within the HTML document, versus having to wrap the markup around HTML elements (as one would do with Microdata).

• Google is moving away from Microdata and moving towards JSON-LD and is the recommended format.

• Google recommends adding JSON-LD to the <head> section of the HTML document; however, it’s okay if the JSON-LD is within the <body> section.

SCHEMA PENALTY TRIGGERS

#1: Using outdated plugins that inject schema

#2: marking up content that is invisible to users

#3: Marking-up Fake Ratings or Reviews

#4: marking-up reviews and ratings not specific to product/service

#5: Marking-up Content with the wrong schema (recipes that are non food related) This is pretty common.

#6: Marking-up 3rd party reviews on website

LINK BUILDING TIPS

➢Ahrefs and Semrush: additional platforms you can use to mine competitor backlinks

➢Outreach Best Practices:▪ Local Sponsorships

▪ Schools and Universities

▪ Churches

▪ Local Events

▪ Tournaments

▪Homeowners Association

▪ Local Food Truck Meetups

▪Daycare Centers

➢Sponsor events that are on brand and that connect.

➢Build Smart Links the first time.

LINK BUILDING TIPS

➢Links for Users not Rankings: General Quality Metric

➢Generating User-Focused Links

▪ Sponsor Local Events

▪ Hold Events- use schema markup and submit events to local publications

▪ Sponsor Local Sports Teams

▪ Write for Local Publications

➢Search Operators: can help refine your searches to find more qualified links.

▪ Finding specific site types: “sponsor” in your search

▪ Site Types- Use inurl: if you are looking for sites that are specifically .org .edu etc

▪ Related Sites: use related: to find sites that Google thinks is similar to ones that you know are high quality

KEYWORD PLANNING IN A CLOSE VARIANT WORLD