Embed Size (px)
Citation preview
• Search Engine Overview/Organic Search
• Paid Search
• Local Search
• Google Analytics/Review
Search Engine Marketing
• Google Analytics/Review
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Started Internet Career in 1994
• The Journal News
• Online Marketing Director, 1996 – 2000
• Launched first web sites• Launched first web sites
• Wahlstrom Group, 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
• Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University
�Clients include:
� AutoNation
� CBS New York
� Invisalign Braces
� Hudson Valley Tourism
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
� Hudson Valley Tourism
� Westchester County Association
� Stark Office Suites
� NERAK Systems
� ProLease
� First Capital
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Search Engine Optimization (SEO)
• Paid Search – Google, Bing, Facebook, LinkedIn, others
▫ Ongoing management
▫ Campaign Audit▫ Campaign Audit
• Local Search Optimization
▫ Google Places, Bing Local, Yahoo Local, Yelp
• Social Media Marketing
• Strategic
• Tactical/Maintenance
• Tracking/Reporting
Search Engine Marketing (SEM)
Overview
“ …the promotion of websites by increasing their
visibility in search engine results pages (SERPs)
through optimization (both on-page and off-
page) as well as through advertising (paid placements, contextual advertising" )”
- Wikipedia
“Is SEO Dead?”
Search Engines Audience Share
Audience Share by Engine� Google Share: Approximately 67%
Yahoo
MSN
AOL
Ask
Search Engine Marketing (SEM)
Overview
A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
� Algorithmic, crawler-based search approach
� Website Content, Architecture, Coding, Links, Web “footprint”,
1. Pay-per-Click (PPC) – Paid Search
� Keyword position control, result-oriented
� Bid for Position, Pay-per-Click
� Syndication Networks – Google, Bing
� Brand Protection, Message/Position Control
2. Local /Social Search
� Local Profiles – ex. Google+
� Directory Citations
� Review Management
� Intersection with Social Media
The Evolution of Search Engines
The Evolution of Search Engines:
Universal Search 2007
Video
News
Images
Wikipedia
Universal Search: changing our
page scanning patterns
Source: Enquiro Research
SEO Ranking Factors
Source: SearchMetrics
Search Engine Optimization
(SEO)
• “Natural” Search Engine Positioning
• What is SEO?
• What determines ranking?
• Why is SEO important?
• Benefits of SEO• Benefits of SEO
Search Engine Optimization –
Success Criteria
+ Social Signals!
What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by:
• Content – theme/topic, page text, coding, navigation, alt tags, etc.• Content – theme/topic, page text, coding, navigation, alt tags, etc.
• Site Performance – does it load quickly? Can spiders “crawl” the site
• Site Authority – Do other sites link to it? It is being discussed in Social circles?
• User Data – do visitors stay long? How many pages do they visit? Do they return?
• Site History – has the domain been active long? Is it “clean”?
Periodic Table of SEO Factors
SEO Principles:
Building Blocks
SEO Principles:
Understanding Links
SEO Principles:
Building Blocks
SEO Principles:
Building Blocks
SEO Principles:
Building Blocks
Search Engine Optimization –
Key Components
• On-Site Optimization• Content & Site Architecture:
• Page title tags
• Content – Keyword
Prominence, Frequency,
Density and Emphasis
• Off-Site Optimization
• Linking & Visibility:• External linking
• Press Releases/Articles
• Blogs/Social Media/VideoDensity and Emphasis
• META Descriptions and
Keywords
• Headers
• URL structure
• Internal linking/site map
• Google Site Map
• Javascript, CSS
• Flash and Graphics
• More
Keywords: Search “DNA”
• Determine 3-5 top phrases for your
entire site
• Determine 2-3 top phrases for each
pagepage
• “Westchester NY accountant” is
better than “accountant”
• Go with your gut but do your
research…
Keyword Research Tools
• Google Keyword Planner
• SEO Book -
• http://tools.seobook.com/keyword-tools/seobook/
• WordTracker.com –
• https://freekeywords.wordtracker.com
• Wordstream.com –
• http://www.wordstream.com/keywords
SEO Coding: Page Titles
• Every page should
have a unique title
built around target
term and content for
that page
• No more than 55 • No more than 55
characters
• Important keywords
at the beginning
• Keep it short,
attractive and
enticing.
• Will often be used as
the page’s bookmark
SEO Coding: Meta Descriptions
• Every page should
have a unique
description built
around target term
and content for that
pagepage
• No more than 175
characters
• Incorporate important
keywords
• Entice searcher to
read & click
• Will often be used as
the listing’s snippet
SEO Coding: Keyword Research
SEO Coding: Keyword Research
Website Copy
• No text graphics
• Users come first
• Descriptive
• Location, location, location.
• PHRASES not WORDS
• Plural, tenses, ings, etc.
Help for the “Dumb” Search Engine
Keyword phrases that make senseNo keyword phrases
Links: A Deciding Factor
• More difficult for web site owners to manipulate links than their own pages
• Major component of Google, also used by nearly everyone else, to some degree
• A few links from quality sites are better than hundreds of links from bad sites
• Provide a reason for linking; report, data, free giveaway, etc.
• Social Signals!
Content Marketing
Social Signals
• Social Shares – similar to links; Links from others to Twitter, Google+ Facebook fan
pages, etc. tell Google what sites are credible/provide keyword insight
• Quality of followers, friends, etc. is more important than quantity
• Social Reputation – gain references and shares from reputable social accounts• Social Reputation – gain references and shares from reputable social accounts
• Encourage social sharing – each piece of content shared publicly increases the
authority of your domain, driving traffic and credibility
• Social assets help gain additional real estate in search listings
• Links from your Twitter account can signal to Google new content on your site
• Links between web site and social profiles help search engine make brand
connections
Social Signals
Source: RankLab
Mobilegeddon!!!!
Google Mobile Algorithm Update
� Rolled out April 21, 2015
� Objective: Improve mobile search experience� Objective: Improve mobile search experience
� Mobile-friendly sites are given greater consideration
� Goal is still to provide best search results
� Google Mobile-Friendly Test
� www.google.com/webmasters/tools/mobile-friendly
� MD Building Services is not mobile-friendly
Mobile SEO
• Clean, easy-to-navigate site
• Responsive Design vs. Dedicated Mobile Site
• Limit site “spread”
• Page load speed• Page load speed
• Local Search Results: Google My Business
• Accurate Local Citations
• Ranking Algorithms are Different from Desktop: Location can be a key factor
• Page Titles and Meta Descriptions should be shorter
• Page Titles: 40 - 50 characters
• Descriptions: 90 characters
SEO: 2008
Link On-Page
Basics
On-Page
Basics
Link Building
SEO: 2015
CONTENT
STRATEGYON-PAGE
SEO
LINK BUILDING
UX
MOBILE
SITE
SPEED
VIDEO
SEO
SEOSEO
Measuring Success
• 61% use SEM to increase/enhance brand awareness of their products/services
• 58% use SEM to sell products, services or content directly online
• 43% use SEM to drive traffic to their web site, the revenue model of which is online advertisingof which is online advertising
• 20% use SEM to generate leads that they will close as sales via another channel
• 20% use SEM to generate leads for a dealer or distributor network to close as sales
Source: SEMPO
Search Marketing: Measuring Success
with Google Analytics
Google Search Console
• Diagnose potential problems
– Crawl info
– Website content
• See how your site performs
– Top queries– Top queries
– Indexing information
• Share info with Google about your site
– Submit a Sitemap file
– Specify your preferred domain
SEO Resources
SEO Tools
http://moz.com/
http://www.seobook.com
Search Engine Information
http://searchenginewatch.com/
http://www.mattcutts.com/blog/
http://searchengineland.com/
http://www.google.com/webmasters/
Search Engine Conferences
http://www.clickzlive.com
http://searchmarketingexpo.com/
Tools: Moz.com
Tools: seobook.com
Industry Sites
Industry Sites
Industry Sites
Industry Sites
What’s Next?
• Hummingbird
• Content
• Mobile Search
• Social Search
• Penguin – link penalties• Penguin – link penalties
• Schema
• Schema.org - Structured Data/Micro Data format – agreed upon by search engines to enable them to
better understand page content and present better search results. While H1s and metas help Google to
understand what the page is about, structured data helps identify page content: e.g. job postings,
products, reviews, author headshots, video thumbnails, etc. Google can then present a search result
along with a “rich snippet” based on the mark-up.
• Improves CTR; Doesn’t change page appearance
• Search Engine Land article - http://selnd.com/14ggIM2
