search marketing update by dan richardson
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Successful Search Marketing
Dan RichardsonSeptember 2014
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What is Search Marketing?
Pretty much this – organic (non-paid) and paid optimisationHowever, days of 10 blue links are over – there’s shopping, video, local, images all visible
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Who’s this guy?
Nice enough chap – but you don’t want him knocking on your doorKeep him busy elsewhere – do these few things!
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Quality
• Give the search engines a helping hand– Minimal errors, such as 404s– Informative, clear, non-duped Meta data– Preferred domain and geo-target set– Right parts of site crawled and indexed– Valid XML sitemap– Internal linking – overlooked often, promote best pages
• Use the site: operator– Does index count kinda match your actual count?
• Tools to use – Google/Bing Webmaster Tools
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Speed
• Faster the better, is now a ranking factor• Check your hosting• Look at compression and caching• Are plugins, widgets and gizmos really necessary• Keep a close eye on those images!
• Tools to use– Gtmetrix.com– Tools.pingdom.com
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Content
• How good is yours?– Does it help solve a problem– Is it the same all over the web– If selling, are you using manufacturer blurb– Think why Google should put your stuff first
• Ideas– Add new, fresh, quality content – blog is perfect– Reposition old stuff– Build better version of something useful
• Tools to use– Search for 8-10 words of yours in “ “
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Local Search
• Not just for local companies – Google Venice• Get listed and be consistent– Yelp, Scoot, Touch Local, Yell, Manta, Opendi etc etc
• Remember NAP– Name – Address – Phone Number– Place same information on your website
• Often painful, but adopt Google Plus pages– Connecting and verifying with website helps authority
• Yelp for Apple maps – search for yourself• Ask for reviews, don’t ‘bribe’ people though
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Links and link penalties
• Link-building toughest part of SEO now. Good content helps!• Even have to consider anchor text diversity• Tools to use:
– Majestic SEO, AHRefs
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Cue mass panic
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What happens if it goes wrong?
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..and this is what it looks like
It’s a long and painful way back - £££ too if buying trafficCan disavow links but G wants to see some (a lot) of effort
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Check yourself
• Search for “Panguin Tool” – connect to GA (safe)• If no GA – try “website penalty indicator”
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Mobile
• Not just phones – there’s multi-device to consider• How ready are you – how ready is your competition• Tools to use: mobiletest.me and Mobile overview in GA
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Don’t jump straight in
• August announcement from G about HTTPS• It’s not always as simple as you think…• Recent example from Buffer App• Avoid hysteria, think and plan
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Paid Search
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A quick Adwords primer
• Adrank determines position – not just budget• Helps to level out the playing field– AR = Max CPC Bid x Quality Score
• Therefore QS plays a huge part in a campaign
Advertiser CPC QS Adrank
1 70p 6 4.2
2 50p 9 4.5
3 80p 5 4.0
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Value of Extensions• Previous calculation not entirely true…
• ..so now, it’s more like this
ExtensionsCount
BIG TIME
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Extensions Examples• Various – one common factor – make the Ad
stand out. Google makes money on clicks…
More here:http://goo.gl/SkVnyE
Call Extensions great for mobile
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Improving Quality Score
• Click through rate biggest factor (incl historic)• Use –ve keywords well to max impressions• Relevance of keyword to Adgroup – themes• Landing page quality, relevance & speed!• Relevance of your Ad text• Pause, change or remove <5 QS keywords• Continuously test Headline, Ad Copy, Display URLs and CTAs• Brand term campaigns can provide great CTR
– Low CPC usually, as well as extensions taking up space• Use extensions to boost CTR too
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Brand Term Ads Example
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GDN – Display Network• Run Ads on non-Google properties (lots of!)
– Good for brand awareness – impressions galore– Promotes visibility in new places– Can also be used for remarketing quite well
• Don’t stalk people though!– Set limit on frequency of impression if no click– If remarketing stop showing if recently converted
• Managed placements often used to good effect– Gmail specific campaign is good example– Ask me how to do this later if interested
• Separate Search and GDN campaigns for best practice
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One happy guy
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Remember
• For Organic– Quality– Fast– Good content– Mobile friendly– Link quality
• For Paid– Quality Score– Landing Pages– Extensions– Use GDN wisely– Test
Overall: Don’t panic – don’t cheat – do the right things right.
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Thank You – Questions?