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SEARCH ENGINE MARKETINGANALYTICAL AND CREATIVE STRATEGIES
In association with
NEIL PURSEY | WebgrowthCourse Convenor
@webgrowthsa
HOW SEARCH WORKS
2015
SEM
ShareableContent
Google Adwords
UserBehaviour
Facebook Ads
Tweets
On-site Elements
SemanticKeywords
Relational Links
Built for the human
2009
Built for the spider
SEM
ShareableContent
Google Adwords
UserBehaviour
Facebook Ads
Tweets
On-site Elements
SemanticKeywords
Relational
Directory Links
Paid for Advert (Adwords)
Knowledge Graph
Blog post (rich snippet)
Blog post (NO rich snippet)
Recipe markup
Video
“ A study of the search engine result pages (sample size: 10k) revealed only 15% had no news, no local, no video, no image, no knowledge graph, no paid inclusions, no authorship.
Source: @dr_pete
Rich snippets can improve your click through rate.
https://developers.google.com/structured-data/testing-tool/
Keyword researchand strategy
Content creation
Social paid ads
Content creationand outreach
THERE ARE NO QUICK WINS FOR SEO
CORRELATION VS CAUSATIONRANKING FACTORS
GOOGLE SMACKDOWN
GOOGLE SMACKDOWN
On-site elements
i.e. heading tags, keywords in body, image alt tags, meta tags. These technical on-site elements are not as important as they were in 2005.
GOOGLE SMACKDOWN
Backlinks
Google does not view all backlinks to a website as equal. The outcome is a more mature approach to online marketing.
GOOGLE SMACKDOWN
Shareability
User behaviour is becoming more important. Are visitors willing to share your content? Is this a ranking algorithm?
SEO is now somewhere in the middle
INFLUENCE ON WEB DESIGN
In 2005KeywordsTargeted [exact match] keywords
Link buildingDirectory [list] focused
On-siteMeta tags, heading tags, anchor text
In 2015KeywordsSemantic keywords
Link buildingPublic relations [authoritative content]
On-siteUser behaviour, social sharing
2005
2015
LINKS ARE NOW EARNED
THE RESULT:
Engaging content
B2B and B2C relationships are more meaningful
Social media is the foundation for honest communication
User testing and design is becoming a full time job
More focus on user behaviour using Google Analytics
BUSINESS VALUE
An increase in client’s traffic from 5 000 visitors per month to 50 000 visitors per month over a 12 month period.
WEBSITE DOMINATION !
CREATE AWARENESS GENERATE LEADS HIGHLIGHT EVENTS
Website goalCapture leads
(Email/Contact)
Website goalProvide course
info pack
Website goalEngage community via
Local Events
Website goalReinforce
Offline/onlineAdvertising
Objective [Content Website]
WEBSITE DOMINATION !
CREATE AWARENESS PAGEVIEWS HIGHLIGHT EVENTS
Website goalCapture emails(return visitors)
Website goalProduct page
views
Website goalEngage community via
Local Events
Website goalReinforce
Offline/onlineAdvertising
Objective [Clothing retailer]
WEBGROWTH AS CASE STUDY
SEO on a shoe-string budget
THOUGHT LEADERSHIP AND SEO
Small businesses need thought leadership to compete against corporate competition
Small businesses don’t have brand equity to leverage and internal content resources like corporates do:
§ Limited products§ Minimal budget for blog posts
THOUGHT LEADERSHIP
IT STARTS WITH BLOGGING
Your readers will keep you honestYour audience of followers will grow
The end result: http://www.webgrowth.co.za/blog/workplace-distractions-are-preventing-master-craftsmen/
A content strategy is not just a blog post once a week coupled with a social media post. It runs a lot deeper than that… Audience. Channels. Paid budget. Competitor research. Trend analysis. On-site user behaviour analysis.
Source: @webgrowthsa
“
FREE (Content)
Content SUBMISSION. It’s vetted by editors.
PAID
“Pay to play” in social.Driven by blog posts.
EVENTS
Guest speaker opportunitiescreates link opportunities.
CSI
Investment of time.You need to be passionate.
REPORTS WITH INSIGHT
CREATE ACTIONABLE TASKS
How much of the content are your visitors actually reading??
The average visitor is reading close to 100% of the article. This is gold…
Test different title tags to improve “clickability” in SERPS.
It’s possible for small businesses to compete against larger businesses with big budgets in local search.
Source
CLICKABILITYX
SHAREABILITYX
DISTRIBUTION
SEO meets CONTENT meets SOCIAL
INDUSTRY PROBLEMS
THE SEO PROBLEM
The website is near perfect and on-site changes are minimal to justify high retainer.
The web developer says he can’t make the changes you require.
THE CONTENT PROBLEM
Client does not put value on a content strategy.
There is a disconnect between Content and SEO.
THE SOCIAL MEDIA PROBLEM
Large corporates want to bring the service in house.
Small companies don’t have a community to see any value.
Social Media is all about ME
We are all NARCISSISTIC at some level!
People need to read your content, so..
Give them a reason to share
Clickability
Does the packaging indicate this product is for me?
Shareability
Is the quality of this product so high that I’ll share it with my friends?
Distribution
How many people can I expose this product to and at what rate?
HOW DO WE WRAP CONTENT?
⃞ The Share Text⃞ The Image⃞ The Headline⃞ The Excerpt
We optimise all four elements
The “Share” text is the most underutilised element.
Social media is not about the media, it’s about the social. Friends want to know what friends think, not what media companies think.
So, how do brands become personalised?
Social Media Headlines Need a “Curiosity gap”
Too vague and I don’t want to click:
Jacob Zuma Says Something
Too specific, I don’t need to click:
Jacob Zuma says, “I want to lower taxes for the middle class”
Hit the sweet spot, and I HAVE to click:
How Jacob Zuma plans to improve middle class living conditions
FOCUSING ON [INFORMATIVE] CONTENT[QUALITY]
[ENGAGING]
Very specific imagery used.
Source: http://insideguide.co.za/best-markets-cape/
Good use of typography and layout.
Quick view to featured markets.
Sourced relevant imagery specific to individual market.
Source: http://insideguide.co.za/best-markets-cape/
BAD CONTENT focuses on gimmicks or tactics – cheesy stock imagery, I know that anything about X goes viral so let me also write about X, keyword search volume is Y
GREAT CONTENT focuses on connecting to your clients’ most pressing needs, questions, fears etc.
WHY DO PEOPLE SHARE ?
WHY DO PEOPLE SHARE ?
To compel my friends to take action.
To express my personal values.
To inform others about something important.
To make my friends feel better.
I don’t want to risk posting a controversial issue and get into a 100 comment thread on Facebook.
I’m not sure there are correct facts to support it.
If it doesn’t speak to me or is not something I’d discuss at dinner.
I wasn’t asked to share or donate.
WHY DON’T PEOPLE SHARE ?
We share to our friends’ friends
How does that affect content strategy?
WHO IS YOUR AUDIENCE?
1 impression
50? 100? 1000?impressions
100? 500?impressions
TV
Millions of impressions
Distribution depends on share method (and budget)
Niche Targeting
RELATIONSHIPS MATTER
We want to inform our friends (offer value)
We secretly want our friends to engage on our posts
CONTENT PILLARS
Home
KitchenBathroom
Towels Bathmats Laundry These are the pages that need to drive product specific organic traffic.
Blog post A
Blog post B
Blog posts need to improve their current social authority. This social authority converts to page authority, which ultimately increases organic traffic to area pages.
A strong content and social strategy is now more important than ever if we want to improve SEO. Focusing on the visitor rather the search engine will improve the quality of content.
HOW TO SHARE
VS
HOW TO SHARE
VSOpen Graph data is collected.Likes or shares
NO Open Graph data is collected.Likes or shares
PAGE AUTHORITY
Moz.com Chrome extension
Source: http://www.webgrowth.co.za/blog/content-strategy/
THE RESULTKeyword rankings
MEASUREMENT
WHAT WE NEED TO TRACK
Page views on content.
Traffic channels to content.
Social sharing on content.
On-site visitor behaviour.
PAGEVIEW REPORTING
Tool / Google Analytics
Filter blog content to publish date ORurl name
Outcome / understand what content is being viewed and ticking the “clickability” box
Page PageviewsUnique
PageviewsAvg. Time on
Page Entrances Bounce Rate % Exit/blog/xxxxx 647 528 0:01:09 200 62.00% 31.84%
/blog/fashion-xxxxx 578 443 0:01:16 231 52.38% 35.81%
/blog/xxxxx 575 447 0:01:11 202 50.99% 33.22%
/blog/xxxxx 511 405 0:01:18 200 59.00% 36.59%
/blog/why-xxxxx 506 404 0:01:06 205 62.93% 35.97%
/blog/xxxxx 497 378 0:01:09 252 63.10% 41.65%/blog/10-highlightsxxxxx 428 316 0:01:22 191 58.12% 43.46%
/blog/xxxxx 375 277 0:01:15 128 53.12% 36.27%
/blog/xxxxx 351 248 0:01:06 87 62.07% 27.07%
/blog/figure-xxxxx 345 279 0:01:26 162 61.11% 44.35%
/blog/xxxxx 328 256 0:01:24 147 55.10% 39.02%
/blog/surviving-axxxxx 292 210 0:01:05 108 53.70% 33.90%
/blog/3-ways-xxxxx 276 206 0:01:23 171 49.71% 43.84%
/blog/preggie-xxxxx 147 121 0:01:36 109 83.49% 74.15%
/blog/3-xxxxx 121 101 0:01:57 76 73.68% 57.02%
/blog/xxxxx 115 80 0:00:56 21 57.14% 22.61%
/blog/everyda-yxxxxx 99 72 0:00:47 20 80.00% 25.25%
/blog/winter-xxxxx 97 77 0:00:59 21 57.14% 27.84%
/blog/celebrity-xxxxx 58 47 0:03:12 40 85.00% 68.97%
/blog/how-to-xxxxx 53 49 0:01:16 22 81.82% 75.47%
8,873 6,684 0:01:11 3,108 60.68% 34.61%
TRAFFIC CHANNELS TO CONTENT
Tool / Google Analytics
Channel group is Organic SearchPrimary dimension is Landing PageAdvanced filter for URL name
Outcome / identify what content is doing well organically and to provide suggestions to further improve. Partly ticks the “clickability” box from SERPS.
Landing Page Sessions% New
SessionsNew Users Bounce Rate
Avg. Session Duration
Product (Conversion
Rate)/blog/for-the-lxxxxx 78 2.56% 2 53.85% 0:03:42 8.97%
/blog/winter-wedding-xxxxx 74 6.76% 5 52.70% 0:02:30 12.16%
/blog/3-xxxxx 70 0.00% 0 52.86% 0:02:11 8.57%
/blog/trendy-xxxxx 69 5.80% 4 53.62% 0:02:02 5.80%
/blog/the-xxxxx 65 0.00% 0 60.00% 0:02:38 9.23%
/blog/restyle-xxxxx 59 5.08% 3 44.07% 0:03:56 11.86%
/blog/xxxxx 58 72.41% 42 86.21% 0:00:18 0.00%
/blog/men-xxxxx 56 1.79% 1 57.14% 0:02:12 7.14%
/blog/10-xxxxx 51 0.00% 0 58.82% 0:01:45 1.96%
/blog/xxxxx 51 0.00% 0 64.71% 0:02:52 1.96%
/blog/how-xxxxx 46 6.52% 3 50.00% 0:03:47 8.70%
/blog/ 45 17.78% 8 31.11% 0:04:26 2.22%
/blog/5-xxxxx 45 8.89% 4 57.78% 0:03:10 8.89%
/blog/surviving-a-cape-town-xxxxx 45 2.22% 1 55.56% 0:02:55 6.67%
/blog/celebrity-xxxxx 27 85.19% 23 88.89% 0:00:08 0.00%
/blog/how-to-xxxxx 20 80.00% 16 80.00% 0:00:28 0.00%
/blog/celeb-xxxxx 17 70.59% 12 88.24% 0:00:05 0.00%
/blog/xxxxx 16 0.00% 0 43.75% 0:06:43 18.75%
1,124 25.36% 285 59.34% 0:02:25 7.12%
SOCIAL SHARING ON CONTENT
Tool / Ahrefs Content Explorer
Filter by month to view published contentRun competitor/industry analysis reports
Outcome / identify what content is doing well socially and to provide ideas to further improve your own content. Ticks the “shareability” box.
CAREER OPPORTUNITIES
Source: https://moz.com/blog/2015-online-marketing-industry-survey
Source: https://moz.com/blog/2015-online-marketing-industry-survey
Source: https://moz.com/blog/2015-online-marketing-industry-survey
[SEO] WHAT YOU NEED TO KNOW
Indexation and web crawlingManaging redirectsSubdomainsError pagesMulti languagesDuplicate content Diagnosing traffic drops in AnalyticsUnderstanding advanced search queriesInterpreting data in Google Search ConsoleHow to use tools like Screaming Frog, WebCEO, Moz, Ahrefs, AdwordsRich snippets and markupApplying Google Protocals… xml sitemaps, canonical, rel=nextPage load timesAnd more…
THANK YOU
GUEST LECTURERNeil Pursey
Connect with meLinkedin
