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Introduction to
Marketing Communications
paid and owned digital media…
10
SEM…
SEM …search engine marketing… has two key components…
Search Engine Optimisation (SEO) is about organic search results
Pay Per Click (PPC) is about paid for or ‘sponsored’ results
we can relate this to the RACE model…
SmartInsights, 2012
So let’s think about SEO and Reach…
Title
the first thing we need… a unique title in the HTML head
the title should accurately describe the page content
each page should have a unique title
<title> I Love Digital Marketing – it’s the best! </title>
there are many activities we as marketers can engage in to
improve SEO and maximise our organic SERP listing…
according to google it should be brief and informative…
don’t stuff it with keywords
next… make use of the description meta tag
this gives users and the Search Engine a summary of what the page is about
words in the description appear in bold if they are searched for… highlighting relevance
Google would use these if it cannot find a suitable ‘snippet’ of text on your page to
summarise the content
the description should be interesting and informative
each page should have its own description
improve your URLs
Keywords, simplicity and descriptive categories work well
The content of the URL is indexed and displayed
make your site easy to navigate
Identify the home or root page and build a simple structure linking form this…
Develop an XML sitemap file that can be submitted directly to google
Plan how it can be navigated… develop a site map and make this available
…have a good, useful 404 page!
optimise content…
offer compelling and useful content…
think of all those inbound or back links!
offer content that no one else does… be unique!
Make sure it’s easy to ready, organised, on topic, up to date…
…and for your users not for the search engine
mentions
social
backlinks
content
Optimise content for search…
think about the different levels of knowledge and understanding in relation to your site and content…What words might be used in relation to searching…
Try and anticipate the likely different responses to your offering and the different search terms
Use tools like google AdWords or bingAds…
write better anchor text for linksformat your links so they’re easy to find
use the alt-text option to optimise images
Create an image directory, simplify and standardise file names and types and create a sitemap…
…just for images
optimise, optimise, optimise…
Use heading tags for key text and content…
ensure the bot, robot or spider… whatever you fancy calling it… can access and index your mobile site
set re-directs for corresponding pages of the desktop site with those of the mobile site
make sure that the content delivered reflects the platform used to access
optimise for mobile
responsive design
increase backlinks to increase ‘value’ of your site
publicise content via blogs an social platforms, provide an RSS feed
Don’t forget the value of promoting offline as well!
Make sure you add the site to google places
Never spam link requests or new content… don’t buy backlinks
Backlinks…
…is a paid search platform…companies bid for advertising placement in the sponsored sections of the SERP
…highly relevant to what has been clicked on
a fee is paid for each click… hence the name!!
keywords are researched and identified to intelligently target potential customers
PPC
These adverts should link back to specially created landing pages…
…the research into keyword and search is ongoing…
…another way of generating traffic – moving from the reach stage to the act stage
…you only have a small number of words to work with…
…so being relevant, easy to understand and appealing is key
Google Adwords, BingAds and similar provide us with tools in order to conduct research…
PPC
…remarketing tag is added to relevant pages
…create remarketing lists for key categories
…cookie tracks what is viewed
…choose where to serve the remarketing ads
web design
Key principles
Who’s the user and how do they think…?
They don’t read, they scan…
They’re impatient…
…and follow their intuition
They appreciate quality and trust credibility…
…don’t make users think
…don’t try their patience
…show what can be done
…make use of effective writing
…simplicity
key principles
…focus their attention
…visually powerful
…follow convention
…don’t make users think
Steve Krug, 2013
…focus their attention
…show what can be done
…make use of effective writing
…simplicity
