Search Engine Marketing
@maartenvherck
Hate to disappoint you…
SEMSEM
SEO (on & off page)
SEO (on & off page)
SEASEA
Basically it’s simple …
Or is it?
So what’s the REAL difference?
SEO:
-Great long-term ROI-High ceiling & volume-More exposure & awareness
-Though to quantify-Lot’s of work-Takes a while (not for short term)
SEA:
-More expensive -Lower ceiling & volume-May be subject to ad blindness
-Highly measurable-Less development needed-Quick setup
Search engine marketing process
Immediate exposure
Immediate exposure Ongoing communicationOngoing communication Long term
visibilityLong term visibility
SEA:Pay per click advertising
SEA:Pay per click advertising
SMM:Social media
marketing
SMM:Social media
marketing
SEO:Search Engine Optimization
SEO:Search Engine Optimization
“Since the inception of web search, the activity has grown to heights of great popularity, such that in December of 2005, the Pew Internet & American Life Project found that 90% of online men and 91% of online women used search engines. Of these, 42% of the men and 39% of the women reported using search engines every day and more than 85% of both groups say they "found the information they were looking for.”
– SEOMOZ
The relevance of Search Engines
Why is it important?
• The ROPO effect: search online – purchase offline
• Proven that SEM works really good together with traditional campaigns.
“40% of buyers have used a search engine through the research process, helping drive incremental offline sales”
Importance of a good performance
• SEO: – top 3 results :
100% visibility– 2nd page: 4%
• SEA: – results on top of
page: 80 -100%– on the right side:
10 – 50%
Focus on Google
42.1% of all internet users access Google each day
It’s all about keywords…
SEO
AKA organic search optimization
Why is it important?
“The best place to hide a dead body,Is page 2 of Google search results”
• Only 6% of all searches conducted reach the second page of the Google search results
Steps to optimize your website
How to measure site performance
• Google Page Rank• Alexis Ranking• Measure with SEO Quake
On page SEO
Strategy
• Decide which are the most important facts you want to highlight
• Make clear for the consumer and search engines what’s important by the build up of the site
• Make sure that every page has internal links to other pages of the website. These will improve your SEO
Strategy
Content
• Find out which keywords are important per page
• use the keywords 2-3 times within the copy
• Put keywords in bold. This way Search Engines recognize them easier
• Use the most important keywords in titles and url tabs
• Important to use a lot of in-copy links between the different pages
Content
Technical
• Make sure the website is built up with H1 / H2 /H3title tags
• Implement meta data: alt tagging / meta words/ meta keywords/ meta description
• Use robots.txt to guide Search Engines through your site
• Use sitemaps
Technical
• Take loading speed into account
• Make URLs user friendly
• Measure your site in SEO browser
Off page SEO
Linkbuilding
• Search Engines are very sensitive for inbound links.
• Links need to be relevant
• Better one inbound link from a site with PR7 than a hundred with PR1
• Work with affiliates
Blogging
• Help being relevant for a website
• Try to use as much keywords as possible
• Link to different pages of your website
• Use tags
Blogging
SMM
• When having a good conversation and relevant content, Social Media can boost your website’s page rank
• Link frequently to pages of your website
• G+ will be very important for SEO due to the +1 button on Google and because all public shares are indexed
SMM
Though search engines and e-mails keep the most used online, social media is dramatically growing importance.
But this all doesn’t mean you can’t be creative
Comparethemeerkat.com
Comparethemeerkat.com
SEA
AKA paid search
More than only Google Search Results
– Google properties: Gmail, Youtube, Google docs,…
– Google Content Network
More than only Google Search Results
More than only Google Search Results
– Make your own mediaplan with Google Doubleclick
Keywords
• Important: search, investigate and work with the top keywords Based on relevance CTR and CPC
• 3 types of keywords:– Generic– Specific– Brand
Keywords match types in Adwords
Type Inserted in adwords
Appear when example
Broad match
Caribbean Cruise
All sentences containing this word or combination of these words in any order is used in the query
Caribbean holiday Cruises / Cruise holiday in the Caribbean
Phrase match
“Caribbean Cruise”
Keywords are typed in the exact order specified
Cheap Caribbean cruise /Caribbean Cruise deals
Exact match
[Caribbean Cruise]
Keywords must be only end exactly what the user types in
Caribbean Cruise
Negative match
e.g. -Tom Cruise
Ads will not appear when this search term is entered in the query
No ad appears when someone types: Tom Cruise
Adwords campaign
Quality Score
The higher the quality score, the lower the CPCFurthermore it plays a huge roll in determining whether you appear above the search results
An online auction
• Possibility to put more pressure on one keyword than another
• Possibility to put more pressure on certain time periods
• Possibility to target geographically and demographically
An online auction
QnA
Assignment
assignment
1. Analyze the current situation on Avignonesi (on page, off page, SMM,... )
2. Find out which keywords to use. Hint: Tuscany is really important to the brand
3. Make up an SEO strategy and find what we could improve or adjust (check SEOMOZ ‘s beginners guide)
4. Build an SEA strategy. Which keywords to use , how much they cost, what the lead generation will be AND make up a budget for it.