Introduction to Search Marketing David Spivac, April 2012
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SEM • Search Engine Marketing, (SEM), is a form of Internet Marketing that
seeks to promote websites by increasing their visibility in search engine result pages (SERPs). Source: Wikipedia
• First core principle: • The more SEO compliant a website is … • The more efficient and cost effective the PPC campaigns are.
SEM SEO PPC
© Banner Corporation plc, 2012 Source : http://www.mainlinemedia.com/
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Search Engine Results
• Sponsored results • Bid for position • Pay every time a user clicks
on your advert
PPC
• Increase your chances of being listed using SEO techniques
Standard organic results
• Another opportunity if you offer products
Shopping results
• Achieve listings using image and video optimisation
Media results Standard organic results
Standard organic results
PPC
Shopping results
Media results
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SEO versus PPC
• You can affect standard organic, media and shopping results
• Takes time for results of the work to take effect • Gradual process of improvement • Requires ongoing work • Residual benefit will be seen even when your budget
has stopped.
SEO
• After setup, results are almost instantaneous • Requires management to ensure budget is not wasted • Once budget has stopped, results also stop PPC
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Inter Connectivity PPC & SEO
Campaign Landing page
PPC Account
Website Structure
Each campaign matches its specific landing page equivalent
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SEO: Breakdown
SEO
On-Site
Code
Severe problems may mean search
engine spiders can’t index, interpret and list the content in the search engine
results pages.
Content
With a limited amount of
content, there is a limited range of terms your site can rank
for.
With poorly targeted
content, you may rank for ineffective
terms.
Off-Site
Connections
Without links to your pages, the search engines will not find the
content.
With poor quality links, the
site may be subject to
search engine results
penalties.
Poor anchor text reduces the effectiveness of links in terms of
keyword rankings.
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SEO: Process Technical Analysis
Keyword Research
On-site Optimisation
Develop Content
Develop relationships
Monitor Results
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SEO: Example tasks
Technical Analysis
Site speed
CSS/JavaScript
Use of Flash
Broken links
Url Canonicalization
Duplicate content
Keyword Research
Brainstorm keyword topics
Review search volume,
competition and relevance
Define keyword sets
Map to site structure
On-site Optimisation
Internal links
Body copy
Metadata
Link anchor text
Image optimisation
Headings
Emphasised text
Develop Content
Optimise existing content
Determine new content required
Schedule regular updates
Respond to commentary
Develop relationships
Determine target sites
Local listings
Social media profiles
Guest blogs
Respond to external mentions
Monitor Results
Review conversion rate
for terms
Review conversion rate
for landing pages
Review rankings v traffic volume
Monitor external mentions
Review keyword targets
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SEO: It’s not a ‘one off’ effort
Reasons : Low barrier to
entry - competitors
strive to improve their rankings
Search engine algorithms keep changing to give
the user the most relevant
results
User behaviour changes – The way we search has developed
over time
New trends & developments in the media, your
industry and your product
range
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PPC: Process Competitor research
Keyword Research
Develop campaign structure
Create adverts to test
Landing page development
Conversion tracking
Monitor Results
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PPC: Structure
Ad Group
Campaign
Account Account
Industry terms
Industry term 1
Geographically Targeted
Loca:on 1 Loca:on 2
Product range
Product 1
Compe:tors
Compe:tor 1
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PPC : Make the most of it
• Add store locations – increases relevance to local users & adds prominence Local
• Checkout button can increase click through rate
Google Checkout
• Direct links to products • Additional product boxes add prominence Shopping
• Alternative entry points • More prominence Site links
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Building Trust Through SEM & Social
Source : http://www.elliance.com/
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Social Media Activities
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Thank You
Source : http://www.flickr.com/photos/7804014@N08/