Paid AdvertisingSEO

PR & Social Media

By Henrik Bondtofte

Paid Advertising

Paid Advertising

• Pay Per Click Advertising

• CPM Advertising (Cost Per Mille)

• Sponsored Stories

• Cost Per View (Usually pop-ups, unders etc.)

Interruption/Push Marketing

Push/Pull-marketing

Google AdWords

• Google Offers several different ways to do paid advertising.

• CPC – Directly in the search result • Remarketing – Cookie based advertising –

Both on display and search• Display ads (Banners, text ads on third party

Adsense-pages).

CPC – Directly in the search result pages

Remarketing

Display Ads

Google Adwords – How does it work?

• CTR – Click Through Rate is directly associated to the cost of a click.

• The higher CTR on the ads, the higher Quality Score = The Lower Price Per click.

• Landingpage also has to meet expectations that are set in the ad, if not bounce rate will be high = lower quality score.

Facebook Advertising

Focus on ’Likes’, Website Clicks / Conversions or both.

Right Column Ad

Remarketing on FB

Newsfeed ads (Suggested Post)

Post Boosting on Pages

Targeting Demographics

Custom Audiences

• You can import mailing lists or other lists to Facebook and target these persons directly.

• Target only those who has already given you permission to do so = much higher interaction

Other Possibilities

• LinkedIn Advertising – Great for B2B• Bing Search Advertising – Great for getting

cheap clicks and aquire customers at a low rate.

• CPC on newspapers, Ekstrabladet.dk, Bt.dk etc.

Search Engine Optimization (SEO)

• Research

• Content Marketing

• Linkbuilding

Some of the ranking factors

Research

See related keywords at the bottom of a Google SERP for your KW

Use Googles Keyword Planner

Dig deeper with übersuggest

Content Marketing

• Content is by no means just the written word!

• Content is: Video, forums, Q&As, written content, presentations.

Be everywhere your customers are

Content

• Not just content, we need great content

• Without great content success will be tough if not impossible to achieve

SERPs - Organic

SERP - Paid

Presentations

Video – external pages

Video on homepage

Live video shows

Write a book – Paid or Free

Get your content out there – Other websites / Guestposting

Do Interviews / Podcasts

Do Webinars

Linkbuilding

• Links = Votes

• Links can pass authority, trust and relevance.

• Links are what connects the web

Bloggers

• There are thousands of bloggers out there, in every niche.

• Seek out the important bloggers in your sphere and make contact. Buy a review, give a product to test, make a giveaway.

• Bloggers gives you both relevant visitors and relevant links

Suppliers

Customers

Forums and profiles

Sponsor

• Linkbuilding resembles networking in many ways

• How do you get to know more people who will recommend you?

• Be creative – Who do you want to recommend your website?

Be Creative

Public Relations and Social Media

Public Relations

• Ways to create PR– Expert Statements– Data – Analytics, other datasources– Good advices, guides etc. – Toplists – ”7 funny gadgets you need for your

vacataion”– Great stories!

Example

Create story from data

Use staticstics and data – highlight it

Make a press friendly version – Refeer to your data on your own website

Sit back and relax

Sometimes things succeed and you go viral

Social Media

Our behavior has changed since the entrance of social media

• We share on social media

• We share what we like and what we would like to be associated with as a person

• It’s a lot easier to get a share or like on social medias than it is getting a link

• We want our information asap!

QDF

• Users require fresh content

• Where do you find whats hot right now? Social media

• You can get quick gains in trafic from social sharing and voting

• Damping factor

Does social interactions count as much as link does?

• Not yet

• Is there correlation between social interactions and good rankings in the SERPS?

YES

Correlation

Google+

AuthorShip

SEO-benefits on Google+

Fast indexing of new pages

Higher CTR in the SERPs with authorship images

Social interactions shown directly in SERPs

Google+ posts can and will rank in Google SERPs

You can do hashtag searches on Google+ from Google SERP

AuthorRank

Popularity on a personal basis

AuthorRank

Pagelevel+ Personal level

Tips

Promote your content on social media platforms – make sharing easy

Reach Key Influencers

Segment your content to the right audiences

Reach-outs - linkbuilding

You Google+ profile has PageRank (Link Popularity calculation)

Britney Spears PageRank shows us that she is a popular person

Linkbuild to your Google+ profile and make it stronger

When you do that you also

• Linkbuild to all the pages connected to your Google+ profile

• Homepages and other sociale profiles

• 360 degrees visibility boost

Social Networks for SEO - Priority

1. Google+

2. Twitter

3. Facebook

4. Pinterest