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Greenwich Library Workshop PPC overview 11.17.15

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Greenwich Library Workshop PPC overview 11.17.15

  1. 1. • Search Engine Overview/Organic Search • Paid Search • Local Search • Google Analytics/Review Search Engine Marketing • Google Analytics/Review
  2. 2. Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 • Started Internet Career in 1994 • The Journal News • Online Marketing Director, 1996 – 2000 • Launched first web sites• Launched first web sites • Wahlstrom Group, 2000 - 2006 • IPG Company ▫ VP, Managing Director Interactive Media • Search Smart Marketing • Launched 2006 • Adjunct Professor, Fordham University
  3. 3. Clients include: AutoNation CBS New York Invisalign Braces Hudson Valley Tourism Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 Hudson Valley Tourism Westchester County Association Stark Office Suites NERAK Systems ProLease First Capital
  4. 4. Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 • Search Engine Optimization (SEO) • Paid Search – Google, Bing, Facebook, LinkedIn, others ▫ Ongoing management ▫ Campaign Audit▫ Campaign Audit • Local Search Optimization ▫ Google Places, Bing Local, Yahoo Local, Yelp • Social Media Marketing • Strategic • Tactical/Maintenance • Tracking/Reporting
  5. 5. Search Engine Marketing (SEM) Overview “ …the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off- page) as well as through advertising (paid placements, contextual advertising )” - Wikipedia
  6. 6. “Is SEO Dead?”
  7. 7. Search Engines Audience Share Audience Share by EngineGoogle Share: Approximately 67% Google Yahoo MSN AOL Ask
  8. 8. Search Engine Marketing (SEM) Overview A strategic, integrated approach to marketing via Search sites. 1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search Algorithmic, crawler-based search approach Website Content, Architecture, Coding, Links, Web “footprint”, 1. Pay-per-Click (PPC) – Paid Search Keyword position control, result-oriented Bid for Position, Pay-per-Click Syndication Networks – Google, Bing Brand Protection, Message/Position Control 2. Local /Social Search Local Profiles – ex. Google+ Directory Citations Review Management Intersection with Social Media
  9. 9. The Evolution of Search Engines
  10. 10. The Evolution of Search Engines: Universal Search 2007 Video News Twitter Images Wikipedia
  11. 11. Universal Search: changing our page scanning patterns Source: Enquiro Research
  12. 12. SEO Ranking Factors Source: SearchMetrics
  13. 13. Search Engine Optimization (SEO) • “Natural” Search Engine Positioning • What is SEO? • What determines ranking? • Why is SEO important? • Benefits of SEO• Benefits of SEO
  14. 14. Search Engine Optimization – Success Criteria + Social Signals!
  15. 15. What Do Search Engines Want? RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by: • Content – theme/topic, page text, coding, navigation, alt tags, etc.• Content – theme/topic, page text, coding, navigation, alt tags, etc. • Site Performance – does it load quickly? Can spiders “crawl” the site • Site Authority – Do other sites link to it? It is being discussed in Social circles? • User Data – do visitors stay long? How many pages do they visit? Do they return? • Site History – has the domain been active long? Is it “clean”?
  16. 16. Periodic Table of SEO Factors
  17. 17. SEO Principles: Building Blocks
  18. 18. SEO Principles: Understanding Links
  19. 19. SEO Principles: Building Blocks
  20. 20. SEO Principles: Building Blocks
  21. 21. SEO Principles: Building Blocks
  22. 22. Search Engine Optimization – Key Components • On-Site Optimization • Content & Site Architecture: • Page title tags • Content – Keyword Prominence, Frequency, Density and Emphasis • Off-Site Optimization • Linking & Visibility: • External linking • Press Releases/Articles • Blogs/Social Media/Video Density and Emphasis • META Descriptions and Keywords • Headers • URL structure • Internal linking/site map • Google Site Map • Javascript, CSS • Flash and Graphics • More
  23. 23. Keywords: Search “DNA” • Determine 3-5 top phrases for your entire site • Determine 2-3 top phrases for each pagepage • “Westchester NY accountant” is better than “accountant” • Go with your gut but do your research…
  24. 24. Keyword Research Tools • Google Keyword Planner • SEO Book - • http://tools.seobook.com/keyword-tools/seobook/ • WordTracker.com – • https://freekeywords.wordtracker.com • Wordstream.com – • http://www.wordstream.com/keywords
  25. 25. SEO Coding: Page Titles • Every page should have a unique title built around target term and content for that page • No more than 55• No more than 55 characters • Important keywords at the beginning • Keep it short, attractive and enticing. • Will often be used as the page’s bookmark
  26. 26. SEO Coding: Meta Descriptions • Every page should have a unique description built around target term and content for that pagepage • No more than 175 characters • Incorporate important keywords • Entice searcher to read & click • Will often be used as the listing’s snippet
  27. 27. SEO Coding: Keyword Research
  28. 28. SEO Coding: Keyword Research
  29. 29. Website Copy • No text graphics • Users come first • Descriptive • Location, location, location. • PHRASES not WORDS • Plural, tenses, ings, etc.
  30. 30. Help for the “Dumb” Search Engine Keyword phrases that make senseNo keyword phrases
  31. 31. Links: A Deciding Factor • More difficult for web site owners to manipulate links than their own pages • Major component of Google, also used by nearly everyone else, to some degree • A few links from quality sites are better than hundreds of links from bad sites • Provide a reason for linking; report, data, free giveaway, etc. • Social Signals!
  32. 32. Content Marketing
  33. 33. Social Signals • Social Shares – similar to links; Links from others to Twitter, Google+ Facebook fan pages, etc. tell Google what sites are credible/provide keyword insight • Quality of followers, friends, etc. is more important than quantity • Social Reputation – gain references and shares from reputable social accounts• Social Reputation – gain references and shares from reputable social accounts • Encourage social sharing – each piece of content shared publicly increases the authority of your domain, driving traffic and credibility • Social assets help gain additional real estate in search listings • Links from your Twitter account can signal to Google new content on your site • Links between web site and social profiles help search engine make brand connections
  34. 34. Social Signals Source: RankLab
  35. 35. Mobilegeddon!!!! Google Mobile Algorithm Update Rolled out April 21, 2015 Objective: Improve mobile search experienceObjective: Improve mobile search experience Mobile-friendly sites are given greater consideration Goal is still to provide best search results Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly MD Building Services is not mobile-friendly
  36. 36. Mobile SEO • Clean, easy-to-navigate site • Responsive Design vs. Dedicated Mobile Site • Limit site “spread” • Page load speed• Page load speed • Local Search Results: Google My Business • Accurate Local Citations • Ranking Algorithms are Different from Desktop: Location can be a key factor • Page Titles and Meta Descriptions should be shorter • Page Titles: 40 - 50 characters • Descriptions: 90 characters
  37. 37. SEO: 2008 Link On-Page Basics On-Page Basics Link Building
  38. 38. SEO: 2015 CONTENT STRATEGY ON-PAGE SEO LINK BUILDING UX MOBILE SITE SPEED VIDEO SEO SEOSEO
  39. 39. Measuring Success • 61% use SEM to increase/enhance brand awareness of their products/services • 58% use SEM to sell products, services or content directly online • 43% use SEM to drive traffic to their web site, the revenue model of which is online advertisingof which is online advertising • 20% use SEM to generate leads that they will close as sales via another channel • 20% use SEM to generate leads for a dealer or distributor network to close as sales Source: SEMPO
  40. 40. Search Marketing: Measuring Success with Google Analytics
  41. 41. Google Search Console • Diagnose potential problems – Crawl info – Website content • See how your site performs – Top queries– Top queries – Indexing information • Share info with Google about your site – Submit a Sitemap file – Specify your preferred domain
  42. 42. SEO Resources SEO Tools http://moz.com/ http://www.seobook.com Search Engine Information http://searchenginewatch.com/ http://www.mattcutts.com/blog/ http://searchengineland.com/ http://www.google.com/webmasters/ Search Engine Conferences http://www.clickzlive.com http://searchmarketingexpo.com/
  43. 43. Tools: Moz.com
  44. 44. Tools: seobook.com
  45. 45. Industry Sites
  46. 46. Industry Sites
  47. 47. Industry Sites
  48. 48. Industry Sites
  49. 49. What’s Next? • Hummingbird • Content • Mobile Search • Social Search • Penguin – link penalties• Penguin – link penalties • Schema • Schema.org - Structured Data/Micro Data format – agreed upon by search engines to enable them to better understand page content and present better search results. While H1s and metas help Google to understand what the page is about, structured data helps identify page content: e.g. job postings, products, reviews, author headshots, video thumbnails, etc. Google can then present a search result along with a “rich snippet” based on the mark-up. • Improves CTR; Doesn’t change page appearance • Search Engine Land article - http://selnd.com/14ggIM2

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