Webinar: SMX Recap | 04-09-13

SMX WEST RECAP:
Learn from the Best

Alex Dunks
Director of SEO

#123webinar @webmarketing123

Practical Matters
Yes! Just email
 Are the slides available? seo@webmarketing123.com

 We’re live tweeting
webinar highlights. @webmarketing123 | #123webinar

facebook.com/webmarketing123
 Stay informed by
following us. webmarketing123

 Ready to take the next step with us?

Request a Complimentary SEO Consultation Today.


Who are we? /

Fast growing. Award winning.
Top 10 in Bay Area’s 100
Top 500 Fastest Growing
Fastest Growing Companies
Private US Companies


Who are we? /

providing:

 Search Engine Optimization
 Paid Search Advertising
 Display Advertising
 Social Media
 Website Design
 Content Creation
 Custom Measurement and Attribution


Clients /

We are experts at growing
revenue for clients with
cost-effective digital
marketing.


Agenda

1. Evolving SEO Strategy and Tips

2. Authorship and Implications of “Social SEO”

3. Google Knowledge Graph

4. Retargeting: Don’t be creepy, be relevant


Evolving SEO

SEO is constantly evolving.
500
Algorithm Updates
each year:
You need a holistic, integrated strategy to
being discovered organically that is built
upon providing high quality content to
users.
“Caffeine” “Panda”

“Penguin”

When’s the last time you updated your SEO strategy?

Evolving SEO

Back to fundamentals. Why do we do this stuff?

1. Business objective Grow online revenue

2. Business metric 30% increase in number of monthly proposals.

100% annual increase in conversions from non-
3. SEO metric
branded search terms.


Evolving SEO

Tip #1 – Use Google Webmaster Tools

Search Query report in WMT is an average of universal
experience. This is a better resource than a standard “rank
checker”.
Google Analytics and Webmaster Tools connection:


“Search Query Report”
To know your higher CTR keywords and what position they’re in, including “Not Provided”.

Note: position isn’t always a true indicator of Keyword importance/relevance.

Evolving SEO

Tip #2 - You need to prepare for “Not Provided” as it is an
increasingly large % of your visitation

35% of website visitor search data is encrypted.
Up from 15% in March, 2012 (ClickConsult study)

133% Growth in one year.


Evolving SEO

Tip #3 - Keyword Research is extremely (if not the most)
important step to take for successful SEO

 Involve all teams and levels (executive, managers, sales, tech) so you can
get a holistic perspective on internal and customer language, as well as
establish universal buy-in and understanding of value.

 Select a mix of both “head match”
and “long tail” keywords


Evolving SEO

Tip #3 - Keyword Research is extremely (if not the most)
important step to take for successful SEO

 Use Adwords “keyword tool” and
choose the best search volume
keywords. Compare to account
competition and rankings

 Additional research tools:
• Google Contextual Targeting Tool
• Wordtracker,
• Trellian
• Hitwise
• Wordstream
• ComScore


Evolving SEO

Tip #4 – Stay up on SEO Analytics best practices:

 Align website goals and reporting to drive actionable insight has become
increasingly important in the changing landscape of SEO.

 Change from the traditional “one metric” reporting to a more granulated and
comprehensive reporting structure to drive strategy


Evolving SEO

Tip #4 – Stay up on SEO Analytics best practices:

 Keyword ranking is not effective without context. Context provides
accountability and a more realistic perspective

 Segment, Segment, Segment. Reporting on different keyword themes in
segments raises a higher level of action from clients


Evolving SEO

Tip #5 – Link building still important, but techniques evolving

Link building makes up over 50% of SEO value. Better linking means
better results for keywords, which leads to more qualified traffic and
conversions

 Diversify your link portfolio for best results

 Use link building tools (ex: Majestic SEO, Screaming Frog, Buzzstream, Back Link
Watch, etc.)

 Create content people come to you to see. Be a leader in your industry.

 Social media is an integral part of SEO!
“We’ll also start to look at +1’s as one of the many signals we use to determine a
page’s relevance and ranking, including social signals from other services.” (Google)

Do not skimp on good content. Good content is shared. #123webinar @webmarketing123

Evolving SEO
Tip #6 – Use attribution to give credit where credit is due.

7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for B2B lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012

Although rankings are fantastic, they aren’t the KPI
that impacts the bottom line.

Make sure you’re tracking how much revenue
specific SEO keywords contribute to your pipeline.


Evolving SEO

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |


Evolving SEO

Easily identify which keywords contribute to revenue and
which are most likely to close deals

Evolving SEO

Tip #6: Utilize Schema.org mark-up to improve CTR

· Schema is a way to use on-page markup to
create rich snippets in search results

· Markup will not improve rankings, but may
improve click through

· Not every type of information will be shown
in the search results, but over time, more data
will be used in more ways
- Products, Reviews, Video, Ratings, Authors, Service Locations,
Geo-targeting, Addresses, Events, Recipes, and much more


Authorship and “Social SEO”

Google Authorship
Valuing content by social identity

• Enhanced search results

• Increased rankings

• Visibility for your blog authors

• Help Google evaluate your
content

• Way to avoid “Panda” hits
‘Over time, Google will care
more about identity and social
reputation.’
– Matt Cutts at SMX



Social SEO
Search engines are becoming more social, and social media is creating a new way
to search

SEO = Social Engagement
Optimization
Social networks are building a way to
quickly surface valuable social content.



Search engines are allowing social media cues to influence SERPs

• We can imagine a future where search engines value content not
only by links, but also by social media “votes”

Social media sites are creating a whole new world of search

• Rather than a search engine using an algorithm to serve results,
social media sites leverage user data to deliver results based on
what you, your friends, and your family endorse.

• Potentially an even more effective way to search


Google’s Knowledge Graph

Knowledge Graph is an attempt to answer the question behind a
search query, without requiring an additional click through to a separate
site.


Google’s Knowledge Graph

Details:

• Fires every know and then

• Knowledge Graph may take clicks away
from some top search results

• Pretty much a closed system, and the only
way to get into KG is basically through
Wikipedia, Google+, IMDB, etc.

Criticisms:

• Links to Google+ pages and not company
website

• Links marked with red lines at right lead to
additional Google searches


Agenda

1. Evolving SEO Strategy and Tips

2. Authorship and Implications of “Social SEO”

3. Google Knowledge Graph

4. Retargeting: Be relevant


Retargeting: Be relevant

96% of website visitors leave without converting

70% of people abandon carts

It’s up to you to reengage them!



First, online tracking 101:
What is a cookie? Small piece of data that is sent from a website and stored in a user’s browser.
When the user browses the same website in the future, the data stored in the cookie can be retrieved by
the website to notify the website of the user's previous activity. Cookies allow us to do retargeting.

First Party Data:
> First party data is the information collected by the brand itself about their customers.
– Example use case: I want to market to NEW customers so I will take my customer list (those who visited login or “thank you”
pages) and exclude them from future prospecting campaigns.

Third Party Data:
> Data from third party companies are collected in different ways from different places such as other
advertisers or networks.
– Use case: Third party data helps you reach a much wider audience, which when used alongside an advertising campaign can help
advertisers reach different and more targeted audience groups.



Types of Retargeting:

Standard Web Retargeting: Retarget based on user actions (ie visited your website)

Psychographic retargeting: Social targeting— retarget ads to users based on their self-identified interests

1st party search retargeting: Using 1st party search cookie data to retarget users with display ads on GDN.

3rd party audience retargeting: Relies on DSP for targeting people. Retarget visitors who go to other websites

Use Cases:

Product retargeting is when a user comes to your site, touches a product, then leaves – and is
followed around the web with an ad featuring that very same product

Process retargeting is about funnel stages. For example; a user got to stage 4 in the funnel,
but left. User is then followed by ads encouraging him/her to revisit the site, entering (landing
page) at stage4.



Ensure Your Creative Messaging is ALWAYS Relevant:

Audience
You can tackle your creative approach using 1 of 2 methods: Ad campaign A
A

1. Simple segmented creative
Easy to do and much better than running one set of creative to all. Audience
Ad campaign
B
B
2. Dynamic creative
Dynamic creative is POWERFUL and captivating. Ads have a number of variables that change in real
time at the moment the ad is served. Adacado or Mediamind make dynamic creative templates to
streamline process.


Results of Dynamic Retargeting: Travelocity used 3rd party data to retarget
in-market Travelers with a relevant message.

For this specific example, CTR was improved by an amazing 651%!

(Teracent Case Study)



Utilize segmenting abilities of other channels to create creative
buckets of users

• Different channels like Facebook and LinkedIn have unique targeting capabilities compared to AdWords.
Create segmented remarketing lists that utilize these features.

• Example: If you are venue looking to book weddings, you can target women who were recently engaged via
Facebook. By creating a unique landing page for them, you can create a list in which highly-targeted
messaging can be used to better convert them.

Change creative often

• Carlos Del Rio, Dir. Digital Strategy at Agillian, recommended switching out creative as frequent as every
72 hours.

• Understanding that this is not realistic for most, he had similar success by running multiple variations of
messaging at the same time to prevent ad fatigue.



Don’t be a pest --- meaning; cap the number of impressions!

• Agillian did a study that showed after 5 impressions of the same ad, on average, you are
likely wasting your time continuing to show to the same user.

Utilize the different features and buckets available

• Different channels like Facebook and LinkedIn have unique targeting capabilities compared
to AdWords. Create segmented remarketing lists that utilize these features.

• Example: If you are venue looking to book weddings, you can target women who were
recently engaged via Facebook. By creating a unique landing page for them, you can create
a list in which highly-targeted messaging can be used to better convert them.


Looking ahead: Mobile Search

Search is the #1 mobile browser activity, according to comScore and Mobile
search has grown to a quarter (25%) of all search.

> In 2013 you need to start thinking about your Mobile SEO strategy:
– Dynamic Serving Single URL or Separate URL strategy is best for device intent changes
– Responsive Design Single URL for universal intent (information, news, blogs, etc…)

Example – Dynamic vs. Responsive:
If you are looking for news or information on a tablet, desktop, mobile, TV, etc., responsive design suffices so that
information is presented in a ideal way.

Now, if you are searching for “banking,” on your phone, the intent and expectation is different than with a desktop. On
your phone, you may be looking for the closest bank or ATM, while on a desktop, you could be looking for the best
services or rates, thus a separate experience (dynamic serving) should be provided for these differing implied intents.

Why HTML5 is Important:
> HTML5 introduces Application Programming Interfaces (and/or APIs) for video, audio, web applications, editing
content on the page, drag-and-drop, and exposing the browser history
> All aspects work extremely well with mobile because the browser will not need additional plug-ins
> If the browser is HTML5 compliant – it will support these APIs.


Key Takeaways

 As a result of new media, platforms, and Google algorithm updates, SEO
strategies must constantly evolve – those that focus on providing value and
measuring revenue contribution will be most successful.

 Although link building is still the predominant influncer, Authorship and Social
Media play an increasing role in what ranks highly. Brands must proactively
mark-up listings and include social signals at all times.

 Knowledge Graph takes a step towards automated responses to inquiries –
moving clicks away from brand websites and back onto Google. Need to
keep an eye on this and see how it shakes out.

 Retargeting can be an incredible effective way to get in front of qualified
prospects. Utilizing the right combination of data, targeting, and creative can
drive high performing campaigns.


Sign up for a SEO consultation and discover your
missed revenue opportunity from SEO and PPC.
Also, learn how our Keyword Predictor tool can uncover “not provided”
search terms that customers search.

Thank you!
Email: SEO@WEBMARKETING123.COM

In a 30 minute consultation, learn:
 Percentage and quality of “not provided” traffic
 How to create valuable custom reports in GA and WMT
 Where you rank against competitors
 How to measure revenue from your SEO program
Alex Dunks
Director, SEO


Webinar: SMX Recap | 04-09-13

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (14)

Similar to Webinar: SMX Recap | 04-09-13

Similar to Webinar: SMX Recap | 04-09-13 (20)

More from DemandWave

More from DemandWave (20)

Recently uploaded

Recently uploaded (20)

Webinar: SMX Recap | 04-09-13