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: [email protected]