Search Marketing

A little about me…

Class of 2005, Sport Media B.S.

Marketing Analyst @ IC since July 2012

Search Engine Optimization Analyst, 2009-12

SEM Coordinator, 2008-12

Search Intern, 2007-2008

Overview

• Overview• What is Search?• Paid

• Campaign• Ad Groups• Keywords

• Organic• HTML• Content• Links

Paid Search

Image Results

News Results

Organic Search

Local Feeds

Dissecting Search Results

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Universal Search

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Search Engine Marketing

Paid Search

•Also known as: • PPC (Pay-Per-Click)• SEM

• Advertisers pay for placement in search results

• High control over rank and frequency

• Full control of ad copy and landing pages

Organic Search

Also known as:• Natural• SEM• SEO

• Unpaid listings (FREE)

• Advertisers/websites appear based on relevancy

• Less control over copy, rank and landing pages

Paid Search

Account Structure

In order to maintain a high quality advertisement, a Paid Search Account should be relevant to the searcher, to Google and to the advertiser. Creating a solid structure generates a lower cost per click, higher positioning, and a better quality score.

Beer Pong Beirut Party

PongDrinking Games

Campaigns - Account Structure

Broad Theme

Localization - City, Zip Code, Country etc.

Ability to Set Daily Budget

A Proposed Campaign Breakdown:

Advanced Location Targeting

Refine location settings by adjusting reach based on:– People in the targeted region– Those using terms specific to your targeted location

Location Targeted

Keyword Searcher’s Location

Keyword in Search Query:

Person Sees Your Ad?

New York State Only

“beer pong tables”

New Jersey new york beer pong tables

New York beer pong

tables New Jersey beer pong

tables

History Tables Rules Cost Instructions

Ad Groups - Account Structure

Ad Groups are a collection of commonly themed keywords

This helps create targeted ads for each group theme

Cost per click (CPC) and landing page can be adjusted

Ad Groups Example for a Beer Pong Campaign:

Ad Copy - Overview

Each ad group should rotate at least two ads in order to maintain:– Viewer Freshness

– Testing Opportunities

– Quality Ads

These ads are tailored to speak to the keywords in each ad group:

Campaign Ad Group Ads Keywords

Beer Pong Tables “beer pong tables”

Beer Pong Tables “tables for beer pong”

Beer Pong Tables “beer pong table”

Beer Pong Tables “best beer pong tables”

What is Quality Score?

Quality Score is how likely a user will click on your adScore ranges from 1-10 (10 being the best)Determines eligibility of a keyword auctionA negative QS can effect the entire accountAd Rank = CPC Bid x Quality Score

Quality Score Factors

Keyword Research

Keywords are words or phrases that people use in a search boxRelevant and targeted keywords are the cornerstone to a successful SEM strategySeveral factors are considered to when choosing which keywords to target:

– Keyword Popularity– Keyword Relevance– Keyword Competitiveness– Searcher Intent

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Awareness

Research

Comparison

Decision Making

Best beer pong tables, types of beer pong tables

Shop for beer pong table, buy beer pong table

Who sells beer pong tables?, cost of beer pong tables

User Intention Funnel

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What is Beer Pong?, What is beriut?

What are Keyword Match Types?

Match Type Punctuation Used Description Example

Broad Match beer pong tables Synonyms, related searches, and other variations

• beer pong tables• top new york colleges• new york universities

Broad Match Modifier +beer +pong +tables Close variations, but not synonyms or related searches

• beer pong table• tables for beer pong• beer pong tables

Phrase Match “beer pong tables” Exact keyword with additional words before or after

• best beer pong tables• beer pong tables in nyWill not show for:• tables for beer pong

Exact Match [beer pong tables] Only shows for exact phrase or keyword

• ping pong tables

Negative Match beer pong tables-ping

Searches do not contain this term

Will not show for:- ping pong- ping pont tables

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Organic Search

What do Search Engines Do?

What is SEO?

Social/Links SEOContentHTML

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HTML

On-Page HTML Factors

HTML

DescriptionTag

Title Tag

Alt Image TagSitemap

URL Naming

Dissecting Search Results

Title Tag

Sitelinks

Description

URL

Title Tag

• 5-10 words or 65-70 characters

• Place related keywords close to each other and most important terms at start of title tag

• Keywords used in title tag should appear on that page’s viewable text

• Create unique titles for each page and use targeted keyword terms

Meta Description – Best Practices

• 250-character (including spaces) description of the page

• Should be unique for every page

• Should elicit a call to action or be descriptive of what your site offers.

• Target important keyword terms in the first 200 characters.

• Most important keywords are placed at the beginning.

• Use keyword variations like both plural and singular versions of words

URL Naming – Best Practices

URL Naming

• Place targeted keywords within the URL file name

• Use Dashes (not underscores) between each keyword

• Should elicit a call to action or be descriptive of what your site

• Each folder should move from broad to specific

• Partypongtables.com/tables/sports/jets-beer-pong-tables

Alt Image Naming – Best Practices

• Avoid keyword stuffing

• Place image text into alt tag

• Avoid lengthy descriptions

• If no text is present, a simple one line description including keywords should be used

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Content

Content Factors

Content

Anchor Text

Headings

Freshness

Keyword Density

Headings - Content

<h1>

<h2>

<h3>

Freshness - Content

Fresh Content

#1

#2

News Content

#3

#4

34Internal Anchor Text - Content

Keyword “Density”

Keyword usage should be balanced

throughout page content

Link Building

Linking Factors

Content

Anchor Text

Quality of Source

Link to Intended URLSocial Signals

Link Quantity + Diversity

What is PageRank?

Page A

PageB

Page C

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Quality & Quantity - Links

Anchor Text & Deep Linking - Links

Page A Custom

Pong Tables

Page B Custom

Pong Tables

Page C Custom Pong

Tables

Social Signals

Search engines are using social media sharing as signals to determine search engine rankings.Optimized social media profiles can appear on page 1 of search results for branded search terms.Social buttons can be added to site to encourage sharing

» Optimize profile & individual videos

» Optimize profile. Encourage discussion & likes which may be used as signal to search engines

» Share PR and other information. Encourage Tweets which may be used as signal to search engines

» Set up Business profile once available. Will be used by Google as rankings factor

Thank You

Follow Me: @Colleen_ClarkEmail: cclark@ithaca.edu