SEO, SEM & Social - Intro, Best Practices & Campaign Tools
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The document discusses digital marketing best practices and tools for search engine optimization (SEO), search engine marketing (SEM), and social media. It covers topics like the benefits of digital marketing, major search engines and advertising networks, best practices for SEO like content quality and keyword research, link building, social media for SEO, and tools for measurement and learning. It also discusses SEM using Google AdWords and best practices like ad formats, auction mechanics, campaign and ad group structure, and optimization towards conversions.
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
- 1. SEO, SEM, Social Best Practices & Campaign creation tools Luke Freeman Digital Marketing Coordinator, ABC W: lukes.me T: @lukefreeman Originally presented for GeneralAssemb.ly Sydney
- 2. AGENDA 2 ‣ Digital Marketing ‣ Search Engine Optimisation (SEO) ‣ Basics, Best practices & Tools ‣ Search Engine Marketing (SEM) ‣ Basics, Best practices & Tools ‣ Social Media ‣ Basics, Best practices & Tools
- 4. DIGITAL MARKETING 4 Benefits ‣ Simple to start ‣ Highly targeted ‣ Measurable ‣ Controlled budget ‣ Increased brand awareness ‣ Immediate feedback = very efficient
- 5. DIGITAL MARKETING 5 Search Engines ‣ Google AdWords Note: YouTube (videos) and eBay ‣ YouTube (Yes! YouTube is #2) (shopping) make the list, and ‣ Yahoo Facebook almost makes the Top 10 ‣ Baidu (Chinese, Japanese) list. ‣ Bing (formerly MSN/Live) ‣ eBay (Yes! The shopping site) Google accounts for ‣ Naver (Korean) 2/3 of global searches ‣ Ask.com and 90% of Australian ‣ Yandex (Russia) queries. ‣ AOL
- 6. DIGITAL MARKETING 6 Advertising Networks Search There are many other ‣Google AdWords smaller networks or ‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher Social minimum spends. ‣Facebook ‣LinkedIn (limited applicability) These are not relevant to SMBs in most cases. Display ‣Google Display & YouTube (via AdWords)
- 7. DIGITAL MARKETING 7 Advertising Networks Search There are many other ‣Google AdWords smaller networks or ‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher Social minimum spends. ‣Facebook ‣LinkedIn (limited applicability) These are not relevant to SMBs in most cases. Display ‣Google Display & YouTube (via AdWords)
- 8. DIGITAL MARKETING 8 Social Media Networks
- 9. SEO, SEM, Social SEARCH ENGINE OPTIMISATI ON Best Practices and Campaign Tools
- 10. SEARCH ENGINE OPTIMISATION 10 WHY?
- 11. SEARCH ENGINE OPTIMISATION 11 Types of Search ‣ Organic ‣ Paid ‣ Maps/Local ‣ Videos ‣ News ‣ Images ‣ More…
- 12. SEARCH ENGINE OPTIMISATION 12 Organic Search
- 13. SEARCH ENGINE OPTIMISATION 13 Paid Search
- 14. SEARCH ENGINE OPTIMISATION 14 Maps/Local
- 15. SEARCH ENGINE OPTIMISATION 15 Videos
- 16. SEARCH ENGINE OPTIMISATION 16 News
- 17. SEARCH ENGINE OPTIMISATION 17 Images
- 18. 18
- 19. SEARCH ENGINE OPTIMISATION 19 How Search Engines Work ‣ Spiders (crawlers/bots) follow links to find pages ‣ Pages are added to the SE index ‣ Users enter queries into the interface ‣ Relevancy algorithms determine the results
- 20. SEARCH ENGINE OPTIMISATION 20 How Search Engines Work crawled pages in the index + ( phrases + parameters ) + relevancy algorithms = search results
- 21. SEARCH ENGINE OPTIMISATION 21
- 22. SEARCH ENGINE OPTIMISATION BEST PRACTICES How to ensure your pages rank well!
- 23. SEARCH ENGINE OPTIMISATION 23 Best Practices ‣ Accessible, quality content ‣ Keyword research and targeting ‣ Link building ‣ Social ‣ Measure & optimise
- 24. SEARCH ENGINE OPTIMISATION 24
- 25. SEARCH ENGINE OPTIMISATION 25 Accessible, Quality Content ‣ Machine readable & accessible to the visually impaired ‣ Unique (don’t duplicate content) ‣ SEO friendly coding – proper use of meta information and HTML tags ‣ Logical site architecture – every page is a potential landing page ‣ Search friendly URL structures ‣ Submit sitemap.xml to search engines and keep it up to date ‣ Proper use of Robots.txt
- 26. SEARCH ENGINE OPTIMISATION 26 Keyword Research and Targeting ‣ What would you search for? ‣ What would your customers search for? ‣ What would your customers really search for?
- 27. SEARCH ENGINE OPTIMISATION 27 Keyword Research and Targeting GOOGLE KEYWORD TOOL Use alongside Google’s traffic estimator to find new ideas and their potential.
- 28. SEARCH ENGINE OPTIMISATION 28 Keyword Research and Targeting GOOGLE TRENDS Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
- 29. SEARCH ENGINE OPTIMISATION 29 Keyword Research and Targeting COMPETITO R RESEARCH Finding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
- 30. SEARCH ENGINE OPTIMISATION 30 Keyword Research and Targeting
- 31. SEARCH ENGINE OPTIMISATION 31 Link Building #1 EASIEST thing to do is to list your site on major directories like: ‣Yellow Pages ‣True Local ‣Google Places/Local/Merchant ‣Hot Frog ‣Gumtree ‣eBay (make a store) ‣Whereis ‣Local Buzz ‣Many more!
- 32. SEARCH ENGINE OPTIMISATION 32 Link Building Other more long term, however easy, solutions include ‣Formally requesting links from people – Scalability: Low, Quality: High ‣Competitive research – Scalability: Low, Quality: Moderate More advanced techniques: ‣Linkbait/viral campaigns ‣Content/technology licensing ‣Partnerships, exchanges & trades ‣Paid links
- 33. SEARCH ENGINE OPTIMISATION 33 Social Media for SEO Great qualified, consistent links will help SEO: ‣Facebook ‣Twitter ‣Google plus ‣Youtube ‣Wikipedia (be very careful & only if relevant) ‣Much more! Social media can be part of your content strategy
- 34. SEARCH ENGINE OPTIMISATION TOOLS Making your life easier, taking out the guesswork.
- 35. SEARCH ENGINE OPTIMISATION 35 Measuring Tools ‣ Google Analytics (or other website analytics packages) ‣ Google Webmaster Tools ‣ Bing Webmaster Toolbox ‣ Open Site Explorer ‣ Wordstream ‣ SEOMoz (in particular their Rank Tracker) ‣ SEOBook (in particular their Rank Checker) ‣ WebPosition ‣ Raven Tools SERP Tracker
- 36. SEARCH ENGINE OPTIMISATION 36 Learning Tools Websites: ‣SEOMoz.org ‣GoogleWebmasterCentral.Blogspot.com ‣SearchEngineLand.com Books ‣Basic - Search Engine Optimization For Dummies ‣Advanced - The Art of SEO: Mastering Search Engine Optimization
- 37. SEARCH ENGINE OPTIMISATION 37 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
- 38. SEO, SEM, Social SEARCH ENGINE MARKETING Best Practices and Campaign Tools
- 39. SEARCH ENGINE MARKETING 39 WHY? ‣ Relevance ‣ Return on Investment (ROI) ‣ Reach HOWEVER… you can only build good search campaigns for things that people are searching for!
- 40. SEARCH ENGINE MARKETING 40 Google AdWords Search Network Pull marketing Display Network Push marketing (including YouTube)
- 41. SEARCH ENGINE MARKETING 41 To DIY, or not to DIY, that is the question… ‣ Do it yourself (in-house) ‣ Agency ‣ Contractor ‣ Outsource
- 42. SEARCH ENGINE MARKETING 42 AdWords Terminology
- 43. SEARCH ENGINE MARKETING 43 AdWords Account Structure
- 44. SEARCH ENGINE MARKETING 44 AdWords Ad Formats: Text Sitelinks - Up to 6x 35 Chars Headline – 25 Characters Display URL – 35 Characters Description 1 – 35 Characters Description 2 – 35 Characters
- 45. SEARCH ENGINE MARKETING 45 AdWords Ad Formats: Banner
- 46. SEARCH ENGINE MARKETING 46 AdWords Auction Ad Rank = Max CPC x Quality Score CPC = Ad Rank of Competitor Below / Your QS + 1c
- 47. SEARCH ENGINE MARKETING 47 AdWords Auction Ad Rank = Max CPC x Quality Score
- 48. SEARCH ENGINE MARKETING 48 AdWords Auction Ad Rank = Max CPC x Quality Score
- 49. SEARCH ENGINE MARKETING BEST PRACTICES How to get the most bang for your buck!
- 50. SEARCH ENGINE OPTIMISATION 50 AdWords Best Practices ‣ Tightly structure your Campaigns & AdGroups ‣ Do extensive keyword research ‣ Use all match types ‣ Use negatives heavily ‣ Focus on highly relevant creative ‣ Constantly be testing your ads ‣ Use all applicable Ad Extensions ‣ Track conversions & optimise towards them
- 51. SEARCH ENGINE OPTIMISATION 51 Campaign & AdGroup Structure Effective campaign organisation examples: •Theme or product line •Your website's structure •Different brands •Geography •Language •Network preference •Budgets
- 52. SEARCH ENGINE OPTIMISATION 52 Campaign & AdGroup Structure Effective campaign organisation examples: •Theme or product line •Your website's structure •Different brands •Geography •Language •Network preference •Budgets
- 53. SEARCH ENGINE MARKETING 53 Keyword Research and Targeting GOOGLE KEYWORD TOOL Use alongside Google’s traffic estimator to find new ideas and their potential.
- 54. SEARCH ENGINE MARKETING 54 Keyword Research and Targeting GOOGLE TRENDS Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
- 55. SEARCH ENGINE MARKETING 55 Keyword Research and Targeting COMPETITO R RESEARCH Finding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
- 56. SEARCH ENGINE OPTIMISATION 56 Keyword Research and Targeting SEARCH TERM REPORTS Find out what search terms your keywords are being matched to by Google.
- 57. SEARCH ENGINE OPTIMISATION 57 Keyword Match Types The keyword “used book” can match to the following search terms depending on its match type:
- 58. SEARCH ENGINE MARKETING 58 Negative Keywords If you have a negative keyword "college" then the phrase "used college book" will not trigger your broad keyword "used book”. Search term reports are very useful for discovering negatives (“free” is the most common one).
- 59. SEARCH ENGINE MARKETING 59 Highly Targeted Ads
- 60. SEARCH ENGINE MARKETING 60 Writing Quality Ads ‣ Use up the allotted characters (get your money’s worth) ‣ Add in sensible punctuation ‣ Sell your product ‣ Think of your audience ‣ Attention grabbing titles ‣ Call to action ‣ Include keywords (preferably in headline) ‣ Benefit driven ads ‣ TEST, TEST, TEST ‣ AND TEST SOME MORE
- 61. SEARCH ENGINE MARKETING 61 Test Your Ads!
- 62. SEARCH ENGINE MARKETING 62 Ad Extensions ‣ Display a map with your business location(s) ‣ Show product images, titles and prices ‣ Link to additional pages within your site ‣ List a click-to-call phone number ‣ Connect your Google+ page to your ad ‣ Include your business’ seller ratings ‣ Collect Email addresses
- 63. SEARCH ENGINE MARKETING 63 Conversion Tracking Using Google Conversion Tracking tags or Google Analytics Tags you can track directly from within AdWords. Third party conversion tracking and bid management tools are also available such as Adobe AdLens (formerly Efficient Frontier), DART Search or Marin. You should optimise your bidding based on an ROI or CPA basis.
- 64. SEARCH ENGINE MARKETING TOOLS How to get the most bang for your buck!
- 65. SEARCH ENGINE OPTIMISATION 65 Measuring Tools ‣ AdWords Editor – Desktop client for AdWords ‣ Bid Management: Adobe AdLens, Marin, DART, Kenshoo, Wordstream ‣ Website Analytics: Adobe Omniture, Google Analytics, WebTrends ‣ Web Industry Tools: Hitwise, SEO Toolbar ‣ Keyword Research: Wordstream, Keyword Spy, Wordtracker, SEMRush
- 66. SEARCH ENGINE OPTIMISATION 66 Learning Tools Websites: ‣Google Learn, AdWords Help, AdWords Learning Centre, Inside AdWords ‣Wordstream ‣SearchEngineLand.com ‣SEOMoz.org ‣Training.SEOBook.com
- 67. SEARCH ENGINE MARKETING 67 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
- 68. SEO, SEM, Social SOCIAL MEDIA MARKETING Best Practices and Campaign Tools
- 69. SOCIAL MEDIA MARKETING 69 Why Social Media for Business? ‣ Social proof – savvy consumers expect it ‣ Humanise your brand – no marketing speak! ‣ Build influence sphere – networking and credibility ‣ Your competitors are there ‣ Your audience are using it ‣ Google is watching – helps your SEO ‣ Great brand exposure – serendipitous discovery ‣ Next generation of word of mouth marketing ‣ High quality links back to your site – helps SEO ‣ Opens up conversation – hear your audience and act!
- 70. SOCIAL MEDIA MARKETING BEST PRACTICES Understanding what works!
- 71. SOCIAL MEDIA MARKETING 71 Social Media Content ‣ Content is king! ‣ Engagement is key – photos, videos, conversation work well ‣ Define your goals ‣ Track your performance (engagement, growth & sales) ‣ Use the different platforms appropriately ‣ Develop a content plan and stick to it (spreadsheets are useful) ‣ Develop a listening strategy and stick to it ‣ Develop a style and stick to it - don’t use “marketing speak” ‣ K.I.S.S ‣ Assess, reassess and put what you learn into action
- 72. SOCIAL MEDIA MARKETING 72 Social Media Advertising Facebook is where it is almost all at for the moment. In some cases LinkedIn and StumbleUpon work well. Twitter is expensive.
- 73. SOCIAL MEDIA MARKETING 73 Facebook Advertising ‣ Click through rate is everything ‣ Promoted posts work best ‣ Best promoted posts are photos, videos ‣ Segmentation is essential – use Power Editor ‣ Link back to website – use short URLs with tracking ‣ Give special deals ‣ Generate conversation ‣ Must make sense with content strategy
- 74. SOCIAL MEDIA MARKETING 74 Promoted Posts
- 75. SOCIAL MEDIA MARKETING 75 Audience Segmentation
- 82. SOCIAL MEDIA MARKETING 82 Links within Posts ‣ Wherever possible link back to the website ‣ Shorten URLs with services like bit.ly ‣ Put tracking code within your URLs
- 83. SOCIAL MEDIA MARKETING 83 Advertising Content ‣ Do not use “marketing speak” for promoted posts ‣ Give special deals to your fans (literally short for fanatics, these guys are disciples) ‣ Generate conversation (e.g. ask questions, this will give you a higher EdgeRank) ‣ Must make sense with content strategy
- 84. SOCIAL MEDIA MARKETING TOOLS Making your life easier!
- 85. SOCIAL MEDIA MARKETING 85 Content Tools ‣ Social Management: Hootsuite, TweetDeck, Seesmic, BufferApp ‣ URL Shortners: bit.ly, ow.ly, goo.gl ‣ Image Tools: Photoshop, GIMP, Instagram ‣ Video Tools:YouTube,Vimeo, iMovie, Windows Movie Maker, Adobe Premiere ‣ Apps: Involver, ShortStack ‣ Planning: Google Spreadsheet, Excel ‣ Content Discovery: Google Alerts, Google Reader, Twitter Search/Lists
- 86. SOCIAL MEDIA MARKETING 86 Measurement Tools ‣ Ranking – Klout, Twitalyzer, PeerIndex, Kred ‣ Impact – TweetReach, SocialMention, HowSociable ‣ Performance – Facebook Analytics, URL shortners, web analytics, NutshellMail ‣ Search – Twitter Search, Topsy, Google (Google Alerts) ‣ Finding Influencers – Twello,
- 87. SOCIAL MEDIA MARKETING 87 Advertising Tools ‣ Facebook Power Editor ‣ Adobe AdLens ‣ Ignite Social ‣ Qwaya ‣ Social Ads Tool ‣ Clickable
- 88. SOCIAL MEDIA MARKETING 88 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
- 89. SEO, SEM, SOCIAL 89 Q&A
- 90. SEO, SEM, SOCIAL 90 THANKS! Feel free to contact me with further questions. E: luke@lukes.me T: @lukefreeman W: lukes.me