Search marketing-10-02-12
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Introduction to search marketing given to Ithaca College internet marketing class on 10/03.
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Search marketing-10-02-12
- 2. A little about me… Class of 2005, Sport Media B.S. Marketing Analyst @ IC since July 2012 Search Intern, 2007-2008 SEM Coordinator, 2008-12 Search Engine Optimization Analyst, 2009-12
- 3. Overview • Overview • What is Search? • Paid • Campaign • Ad Groups • Keywords • Organic • HTML • Content • Links
- 4. Dissecting Search Results Paid Search Image Results Organic Search Universal Search Local Feeds News Results 4
- 6. 6 Search Engine Marketing Paid Search Organic Search •Also known as: Also known as: • PPC (Pay-Per-Click) • Natural • SEM • SEM • SEO • Advertisers pay for placement in search results • Unpaid listings (FREE) • High control over rank and frequency • Advertisers/websites appear based on • Full control of ad copy and landing relevancy pages • Less control over copy, rank and landing pages
- 7. Paid Search
- 8. In order to maintain a high quality advertisement, a Paid Search Account should be relevant to the searcher, to Google and to the advertiser. Creating a solid structure generates a lower cost per click, higher positioning, and a better quality score. Account Structure
- 9. Campaigns - Account Structure Broad Theme Localization - City, Zip Code, Country etc. Ability to Set Daily Budget A Proposed Campaign Breakdown: Beer Party Drinking Beirut Pong Pong Games
- 10. Advanced Location Targeting Location Keyword Searcher’s Keyword in Person Sees Targeted Location Search Query: Your Ad? New Jersey new york beer pong tables New York State “beer pong New York beer pong Only tables” tables New Jersey beer pong tables Refine location settings by adjusting reach based on: – People in the targeted region – Those using terms specific to your targeted location
- 11. Ad Groups - Account Structure Ad Groups are a collection of commonly themed keywords This helps create targeted ads for each group theme Cost per click (CPC) and landing page can be adjusted Ad Groups Example for a Beer Pong Campaign: History Tables Rules Cost Instructions
- 12. Ad Copy - Overview Each ad group should rotate at least two ads in order to maintain: – Viewer Freshness – Testing Opportunities – Quality Ads These ads are tailored to speak to the keywords in each ad group: Campaign Ad Group Ads Keywords Beer Pong Tables “beer pong tables” Beer Pong Tables “tables for beer pong” Beer Pong Tables “beer pong table” Beer Pong Tables “best beer pong tables”
- 13. What is Quality Score? Quality Score is how likely a user will click on your ad Score ranges from 1-10 (10 being the best) Determines eligibility of a keyword auction A negative QS can effect the entire account Ad Rank = CPC Bid x Quality Score Quality Score Factors
- 14. Keyword Research Keywords are words or phrases that people use in a search box Relevant and targeted keywords are the cornerstone to a successful SEM strategy Several factors are considered to when choosing which keywords to target: – Keyword Popularity – Keyword Relevance – Keyword Competitiveness – Searcher Intent 14
- 15. User Intention Funnel What is Beer Pong?, What is beriut? Who sells beer pong tables?, cost of beer pong tables Best beer pong tables, types of beer pong tables Shop for beer pong table, buy beer pong table 15
- 17. What are Keyword Match Types? Match Type Punctuation Used Description Example Broad Match beer pong tables Synonyms, related • beer pong tables • top new york colleges searches, and other • new york universities variations Broad Match Modifier +beer +pong +tables Close variations, but • beer pong table • tables for beer pong not synonyms or • beer pong tables related searches Phrase Match “beer pong tables” Exact keyword with • best beer pong tables • beer pong tables in ny additional words Will not show for: before or after • tables for beer pong Exact Match [beer pong tables] Only shows for exact • ping pong tables phrase or keyword Negative Match beer pong tables Searches do not Will not show for: - ping pong -ping contain this term - ping pont tables
- 20. What do Search Engines Do?
- 21. What is SEO? Social/ HTML Content Links SEO
- 23. 23 HTML
- 24. On-Page HTML Factors Description Tag URL Title Tag Naming HTML Alt Image Sitemap Tag
- 25. Dissecting Search Results Title Tag URL Description Sitelinks
- 26. Title Tag • 5-10 words or 65-70 characters • Place related keywords close to each other and most important terms at start of title tag • Keywords used in title tag should appear on that page’s viewable text • Create unique titles for each page and use targeted keyword terms
- 27. Meta Description – Best Practices • 250-character (including spaces) description of the page • Should be unique for every page • Should elicit a call to action or be descriptive of what your site offers. • Target important keyword terms in the first 200 characters. • Most important keywords are placed at the beginning. • Use keyword variations like both plural and singular versions of words
- 28. URL Naming – Best Practices URL Naming • Place targeted keywords within the URL file name • Use Dashes (not underscores) between each keyword • Should elicit a call to action or be descriptive of what your site • Each folder should move from broad to specific • Partypongtables.com/tables/sports/jets-beer-pong-tables
- 29. Alt Image Naming – Best Practices • Avoid keyword stuffing • Place image text into alt tag • Avoid lengthy descriptions • If no text is present, a simple one line description including keywords should be used
- 30. 30 Content
- 31. Content Factors Anchor Text Keyword Density Content Headings Freshness
- 32. Headings - Content <h1> <h2> <h3>
- 33. Freshness - Content #1 #2 #3 News Content Fresh Content #4
- 34. 34 Internal Anchor Text - Content
- 35. Keyword “Density” Keyword usage should be balanced throughout page content
- 36. Link Building
- 38. Linking Factors Anchor Text Link Quality of Quantity + Source Diversity Content Link to Social Intended Signals URL
- 39. What is PageRank? Page A Page B Page C
- 40. 40
- 41. Quality & Quantity - Links
- 42. Anchor Text & Deep Linking - Links Page A Custom Pong Tables Page B Custom Pong Tables Page C Custom Pong Tables
- 43. Social Signals Search engines are using social media sharing as signals to determine search engine rankings. Optimized social media profiles can appear on page 1 of search results for branded search terms. Social buttons can be added to site to encourage sharing » Optimize profile & individual videos » Optimize profile. Encourage discussion & likes which may be used as signal to search engines » Share PR and other information. Encourage Tweets which may be used as signal to search engines » Set up Business profile once available. Will be used by Google as rankings factor
- 44. Thank You Follow Me: @Colleen_Clark Email: cclark@ithaca.edu
Hinweis der Redaktion
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- Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.
- Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.
- Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.