- The document is a presentation on search engine marketing (SEM) masterclass. It will cover optimizing website ranking in search engines, performing keyword research and benchmarks, implementing best practice SEO, link building strategies, paid search campaigns, managing paid search budgets, ad copywriting, and measuring SEM success. The training will take place from 9am to 5pm with breaks at 10:30am, 12:30-1:30pm, and 3pm. The presenter has over 15 years of training experience.

1. SEARCH ENGINE
MARKETING
MASTERCLASS
HUBERTVAN DEVYVER
WEBCOM 2.0, BRUXELLES

2. SUMMARY
• Optimise the ranking of websites in search engines
• Perform keyword research and computer benchmarking
• Implement best practice SEO web design, copywriting and site architecture
• Implement an effective link building strategy
• Configure and optimise paid search campaigns
• Comfortably manage paid search budgets and keyword bids
• Apply best practice ad copywriting
• Measure search engine marketing success

3. PRESENTATION
HUBERTVAN DEVYVER
• Phones
• Interactivity
TIMING
• Training
• 9:00 – 17:00
• Breaks
• 10:30
• 12:30 – 13:30
• 15:00
HOUSE RULES
• Over 15 years of training experience
• Community manager

4. OPTIMISE THE RANKING OFWEBSITES IN SEARCH
ENGINES
• SEO
• On site SEO
• Off site SEO (link-building, social media
marketing)
• SERP
• Search Engine Results Page
• ‘organic’ results vs paid results

5. OPTIMISE THE RANKING OFWEBSITES IN SEARCH
ENGINES
• In 2014, Conductor suggested 64% of all
web traffic comes from organic search,
compared to 2% from social, 6% from
paid search, 12% direct and 15% from
other referral sources.
• how to dominate Google: (study from
AdvancedWeb Ranking)
• the top five results account for 67.60%
of all clicks
• results from six to 10 account for only
3.73%.
Sitemap:
https://en.m.wikipedia.org/wiki/Sitemaps

6. OPTIMISE THE RANKING OFWEBSITES IN SEARCH
ENGINES
• Improve ranking through
• 1) Relevancy
• 2) The quality of your content
• 3) User experience
• 4) Site speed
• 5) Cross-device compatibility
• 6) Internal linking
• 7) Authority
• 8) Meta descriptions and title tags
(WordsYouThink PeopleWill Search For)
• 9) Properly tagged images
• 10) Domain names
• 11) Headlines and permalinks
• 12) Comments
• 13) Social

7. OPTIMISE THE RANKING OFWEBSITES IN SEARCH
ENGINES
• Avoid using :
• 1) Keyword stuffing
• 2) Link buying or excessive link
exchanging
• 3) Annoying ads
• 4) Mobile app interstitials
• 5) Duplicated content
• 6) Hidden text and links

8. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20

9. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
In truth, there are only a small amount of low competition keywords in a niche at any given time
(new keywords pop-up as others disappear), but that’s all you need.
Neil Patel, SEO Expert

10. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
Source: Searchmatrics

11. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING

12. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
The most important SEO factors to consider
• Factor #1 – Backlinks
• Majestic
• Ahrefs
• Factor #2 – Relevance
• Factor #3 – User satisfaction
• social shares
• comment section and complaints
• Factor #4 – Do you consider all your
visitors?
• Mobile visitors
• Fast loading sites
See tools in exercise

13. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20

14. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
• Tools to help you do this faster
• Tool #1 – Term Explorer
• http://termexplorer.com/Public/
• Tool #2 – Kwfinder
• https://kwfinder.com/
• Tool #3 – Moz Keyword Difficulty tool
• https://moz.com/tools/keyword-difficulty
• Tool #4 – AhrefsToolbar
• https://ahrefs.com/seo-toolbar

15. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
step-by-step, how to actually do it.
• Step #1: Gather your keywords
• some guides:
• https://www.quicksprout.com/2015/08/1
2/5-modern-keyword-research-
methods-to-uncover-hidden-gems/
• http://backlinko.com/the-definitive-
guide-to-keyword-research
• Step #2: Start filtering out keywords
• Step #3: Dig in deeper
• rank for from a user’s perspective
• http://Google.com/ncr
• Top 3 / 5 / 7
• More: http://backlinko.com/google-
ranking-factors

16. PERFORM KEYWORD RESEARCH AND COMPUTER
BENCHMARKING
• Step #4: Make a decision
• How strong is your domain?
• How easily can you get backlinks?
• What level of content can you produce?

17. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE
https://www.quicksprout.com/the-
advanced-guide-to-content-
marketing/

18. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE

19. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE

20. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE

21. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE
Mobile Optimization
• 1. Mobile Usability
• 2. Mobile andVoice-
Related Keywords
• 3.Accelerated Mobile
Pages (AMP)
On-Page Optimization
• 4. Head Section Order
• 5.Title Tag
• 6. DescriptionTag
• 7. KeywordsTag
• 8. Heading Tags
• 9.Word Count
• http://www.bruceclay.com/blog
/google-panda-and-quality/
• 10. Call to Action (CTA)
• 11. Image andVideo Optimization
• 12. Structured Data Markup
• 13. Social Markup
• 14. URL Optimization
• 15. Fully Qualified Links
• 16. Content Freshness

22. IMPLEMENT BEST PRACTICE SEO WEB DESIGN,
COPYWRITING AND SITE ARCHITECTURE
Sitewide Optimization
• 18. Contact Information
• 19.Testimonials
• 20. Privacy Statement
• 21.Text Navigation
• 22. Sitemaps
• http://www.bruceclay.com/seo/create-
sitemap.htm
• 23. Robots.txt File
• 24. Keyword Strategy and Research
• 25. Linking Strategy
• 27. Server Configuration
• 28. Static Pages
• 29. Static Content on Home Page
• 30. No SPAMTactics
• 31. Duplicate Content

23. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20

24. http://www.wordstream
.com/link-building

25. IMPLEMENT AN EFFECTIVE LINK BUILDING
STRATEGY
Understand Google’s quality criteria
• Content that is scraped from renowned,
well-ranked sites
• Low-quality guest posting
• Syndicating your own content
• Doorway sites
• Running an affiliate program
• Make your anchor texts natural in each
link you build
• A diversified link-building strategy is the
key
https://searchenginewatch.com/sew/how-to/2370863/6-crucial-link-building-
strategies-to-drive-quality-traffic

26. https://moz.com/beginners-guide-to-seo/growing-popularity-and-links

27. EXERCISE
https://moz.com/researchtools/ose/

28. CONFIGURE AND OPTIMISE PAID SEARCH
CAMPAIGNS

29. CONFIGURE AND OPTIMISE PAID SEARCH
CAMPAIGNS
The 6 Critical Components of Account Structure
• #1: SpendTime Deciding HowYouWantYour Account to Be Structured
• #2: Conduct Keyword Research
• #3: CreateYour First Campaign
• #4: CreateYour First Ad Group & Text Ad
• #5:Add the Relevant Keyword List into the Ad Group
• #6: Create One or Two More Ads inYour Ad Group & Adjust Ad Settings
http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure

31. CONFIGURE AND OPTIMISE PAID SEARCH
CAMPAIGNS
Google Conversions & Analytics
Google AdWords now makes life a little easier on us marketers by
importing and syncing Google Analytics conversion data into Google
Conversions.
20 WaysTo Increase Conversion Rate Optimization
For PPC Advertising
https://www.searchenginejournal.com/20-ways-
increase-conversion-rate-optimization-ppc-
advertising/97917/

32. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20

33. COMFORTABLY MANAGE PAID SEARCH BUDGETS
AND KEYWORD BIDS
RUN A SUCCESSFUL LOW BUDGET ADWORDS CAMPAIGN.
• Campaign Objectives
• Stick to Google Search Networks
• Extensive Keywords Research
• Avoid Dynamic Search Ads
• Negative Keywords List
• Bidding Strategy
• Targeting Competitors Head-on
• Target Keywords by Industry
• Focus on Ad Position whenYou Can’t Match a Bid
• Check for Overlapping Keywords
• Use Features of Enhanced Campaigns
• Optimize According to the Nature of your
Business
• Quality Score
• Targeted & Conversion Optimized Landing
Pages
• Analyze before Changing
• Branded Campaign
• Ad Extensions
https://www.searchenginejournal.com/manage-low-budget-adwords-campaign-lessons-learnt-spending-40000/67105/

34. EXERCISE
https://adwords.google.com/home/

35. APPLY BEST PRACTICE AD COPYWRITING

36. APPLY BEST PRACTICE AD COPYWRITING

37. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20

38. MEASURE SEARCH ENGINE MARKETING SUCCESS
• http://searchengineland.com/kpis-seo-measuring-seo-success-254773

39. MEASURE SEARCH ENGINE MARKETING SUCCESS
• 1. Search Engine Share of ReferringVisits
• 2. Search Engine Referrals
• 3.Visits Referred by Specific Search EngineTerms and Phrases
• 4. Conversion Rate by Search Query Term/Phrase
• 5. Number of pages receiving at least one visit from search engines
https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success

40. INTERESTED ?
• If you are interested by this training, please contact me either
by email, phone or Twitter:
• Email: hvdv@webcom20.be
• Phone: +32 497453745
• Twitter: @webcom20