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Presentation made to Visit Wiltshire members as part of an SEO course. The slides were prepared for Bournemouth University to assist with its SEO.
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www.bournemouth.ac.uk
Search engine marke-ng Understanding search engines and marke0ng to them.
www.bournemouth.ac.uk 2
What you need to remember
Google considers ‘links’ a sign of trust. All natural SEO strategies are based around the idea of increasing the number of external links
Op0mised pages perform be@er in Pay Per Click (PPC) campaigns
cost of the keywords will be less
adverts will rank higher
be@er click through‐rate.
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Organic vs. PPC
Two types of results generated by search engines. Organic ‐ these are results from all pages indexed
free!
users are 60‐80% more likely to click on an organic result, than a PPC
more space to communicate your message. (see controlling how your brand is found)
Pay Per Click (PPC) ‐ these are results from adver0sers who have paid to appear target by ‘keyword’
integrate into campaigns
give immediate results.
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Understanding the anatomy of Google
PPC Results
Organic Results
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Organic user behaviour
User most likely to click first three results
The likelihood that user will click on a link drops by 15% per result
Tip: 90% of users do
not go beyond the
first page.
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There are ‘thought’ to be over two hundred factors, which affect ranking in Google
Google, doesn’t just consider structural factors: site layout
page content
links.
It also considers behavioural as well: click‐through rates
Google/browser bookmarking.
Creates a quality score or ‘page rank’ low page rank = low perceived quality by Google
pages should have a consistent rank through‐out.
Factors affec-ng ranking
Further reading: h@p://www.seomoz.org/ar0cle/search‐ranking‐factors/
1 ‐ 10
PageRank
Tip: Find out your page rank, download the Google Toolbar.
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Tips: MaH CuHs, Google engineer
Check out his Google video entries to find out more about Google and how it works
h@p://video.google.co.uk/videoplay?docid=3583760678227172395
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The Good news
You can get good search results by following the basics. Incorporated into the 2008 Quality Review
help to improve the number of people visi0ng the site
raising the profile of our offer.
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The Bad news
90% of users do not go beyond the first results page.
Users tend to click the first three links result.
Search Engine Op0misa0on is difficult.
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Google, allows you to control how your brand is
found in three ways:
1. Title tag 2. Site descrip0on, controlled by the sites meta‐descrip0on,
and/or your dmoz lis0ng*
3. Site links, controlled using Google’s Webmaster tools.
Controlling how your brand is found
Site descrip0on
Site links
Title tag
*site links are Google’s recogni0on of brand!
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Tips: For controlling your results
Title tag ‐ make sure its your school name.
meta descrip0on ‐ describes what you do.
Site links ‐ reflect your key goals.
Consider buying your school name ‐ This is useful
if you are running a campaign, you can then link
directly to the campaign page and users will not
have navigate through your site.
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Basic SEO strategies
Flat hierarchical structure
Expose as many pages as possible.
Pages should be part of site structure, not stand alone.
Quality/Seman0cs of mark‐up
Use of 0tle tag
Correct use of heading, paragraph and other tags.
URLs
Use text links, rather than image links
URLs generated are meaningful and related to the document
Database should generate clean urls
Links need to be present for at least one year.
About relevance of document
Not about keywords, keyphrases density of keyphrases
concentrate on what phrases users will search on
think what would be the primary, secondary and ter0ary phrase searched for
Google understands synonyms.
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Tips: Web authors and Basic SEO techniques
URL, reflects the 0tle and heading.
HTML validates and is seman0cally correct.
your copy use keyphrases users would search for.
your page is part of the sites naviga0on.
Your site uses a flat folder structure.
your page contains internal/external links, with meaningful link text.
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Advanced SEO strategies
1. Link bait 2. Affiliates
3. Feeds 4. Other methods
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Google treats links as signs of trust Measures internal links, as well as external links.
Link bate
The “idea of creating a lot of natural links” - Washington Post.
Possible examples of link bait Free content e.g. example tutorials from the Media School on how to use video editing
software to create effects. Research blogs from leading academics in their field, for example wordpress
Sample podcasts on lecturers about interesting or challenging subjects Useful and/or helpful information about starting university and how to prepare Virtual tour of BU, Bournemouth & Poole.
Social bookmarking Will increase number of external links
Will raise the profile of the content on social bookmarking sites, e.g. Del.icious, Digg, Stumble Upon increase click-through
increase user bookmarks.
1. Link bait
Example: www.soton.ac.uk
Further reading: h@p://www.washingtonpost.com/wp‐dyn/content/ar0cle/2006/04/26/AR2006042602441.html
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Recommenda-ons for BU
Add social bookmarking to new templates.
Develop a link strategy specify how links are name
who to link to
encourage exis0ng site to link to BU.
Develop a content strategy iden0fy sources of exis0ng for promo0on
iden0fy sources of new content for promo0on.
Iden0fy methods of distribu0on
Encourage deep‐linking, when a page moves use a 301 re‐direct.
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2. Affliates
Setup an affiliate programme
Banner ads, which link directly through to BU site
Paid Per Ac0on (PPA).
Possible examples of affiliate programme
Interna0onal Recruitment Agent ‐ PPA on basis of applica0on.
Example affiliate adverts
Courses that help you
shine shine
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Recommenda-ons for BU
Inves0gate the feasibility of establishing a University affiliate programme Run trial programme with trusted partners for example Partner Colleges
University Agents
Associated BU websites.
Affiliates receive cash for comple0on of PPA (Paid Per Ac0on) For example University Agents are paid for students who apply online and then go on to enroll as a student.
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3. Feeds
Example: www.soton.ac.uk
Set‐up XML feeds Possible examples of feeds
News
Academic blogs
Courses
Sports results of BU Teams
Student Union Events.
Benefit content is pushed to users Encourages repeat visits
Bookmarking
Content awareness.
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Recommenda-ons for BU
Integrated RSS feed technology into Cohort.
Explore different applica0ons for this technology.
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4. Other methods
Example: www.soton.ac.uk
Expose search keyphrases on homepage.
E‐PR Online press releases seeded with keyphrases
BU research blogs
Media guide to exper0se
Survey & polls
Brand monitoring.
Tip: You can monitor nega0ve PR by seqng up a Google Alert
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Recommenda-ons for BU
Incorporate user searches into homepage, through the use of Tag clouds.
Develop an E‐PR strategy and iden0fy technology required to deliver an online Media Centre.
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Pay Per Click ‐ PPC
1. Audience behaviour
2. How to iden0fy audience behaviour
3. Understanding audience behaviour
4. PPC bidding and budge0ng techniques
5. Integra0ng offline
6. Banner Ads?!?
7. Beyond Google
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Audience behaviour
Long tail phrases Short tail phrases
complex phrases, less compe00on, more intent as buyers
simple phrases, most common, most compe00on , less intent as buyers
Undirected, exploratory Directory goal‐oriented
‘Browsing’ ‘Comple0ng’ ‘Researching’
Buying Cycle
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How to iden-fy PPC audience behaviour
Before you begin a PPC campaign, it is essen0al you work with MarComms to carry out a keyphrase analysis
Iden0fying audience behaviour: what language do they search in?
what search engine are they most likely to use?
do they search at a par0cular 0me of day? (daypar0ng)
what stage of the buying cycle are they at?
what keyphrases or synonyms do they use?
how do the keyphrases or synonyms perform (in terms of search volumes)?
what gaps or pa@erns exist in keyphrases or synonyms?
For example do users search on loca0on, on type.
Tip: Remember your advert has no value if it can’t be seen. Make
sure that you know your audience. So your advert has maximum profile and impact.
Useful links h@p://www.davechaffey.com/seo‐keyword‐tools
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How understanding PPC audience behaviour can help
Understanding audience behaviour allows you to: Target an audience depending on stage of buying cycle/stage of informa0on journey
using short tail keyphrases for ‘larger’ budget or high profile campaigns
larger search volumes
exploring what BU types of courses offers for example ‘postgraduate business courses’
at the beginning of the buying cycle.
using long tail keyphrases for ‘smaller’ budget or targeted campaigns.
Smaller search volumes
Commi@ed to a course or specialism, for example ‘MBA with a specialism in finance’
at the end of the buying cycle.
Exploit gaps or pa@erns in keyphrases or synonyms that compe0tors have missed.
Improve campaign performance increasing click‐through and conversion rates
extending your campaign budget and improving Return On Investment (ROI).
Useful links h@p://www.davechaffey.com/SEO‐Best‐Prac0ce/Using‐the‐AOL‐data‐leak‐for‐SEO
Tip: Conversion rates vary, however, as an industry anything above 3% is
good
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PPC bidding and budge-ng techiques
Highest posi0on is not always the best Higher posi0ons tend to cost more and convert less
As a rule target posi0on 4‐8, they tend to convert be@er
Use matching types This give you more control where your advert appears.
For example ‘postgraduate courses’ + ‘business’ or ‘computer aided design’
Use nega0ve keywords where appropriate.
Use daypar0ng
Buy your compe0tors name For example buy the keyword ‘Oxford Brookes’
Improve your quality score Reduce fees
Increase conversions
Improve your return on investment
Tip: Remember to convert visitors you need
compelling content with clear calls to ac0on.
Ultralase
Useful links h@p://news.cnet.com/2100‐1038‐5190324.html
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Integra-ng offline.
Campaigns don’t have to be online
Can integrate PPC with offline as well include reference to your brand or specific campaign message
Considering coinciding with ‘daypar0ng’ to achieve profile and impact
Possible examples could include:
Postgraduate recruitment campaign connected to unique telephone number
number creates a measurable metric
Tip: Where prospects can speak to a trained member of staff conversion rates
improve.
Take the next step and get a postgraduate qualifica0on.
Call: 0845 111 111
www.bournemouth.ac.uk 29
Banner Ads?!?
Typically have a very low conversion rate individuals tend to ignore images, which appear like adverts.
Shouldn’t be used as a conversion tool used as a means to increase brand awareness. Shouldn’t, however, underes0mate there contribu0on to conversion.
Tip: Individuals are more
likely to click on images with faces and/or bodily parts such as the chest
or groin
Useful links h@p://www.etre.com/usability/eyetracking/showme/
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Beyond Google.
Consider other adver0sing opportuni0es, applying the same principles of: Iden0fying and understanding user behaviour
Using PPC Biding and budge0ng techniques.
Other search engines include:
Tip: Consider using bid
management tools for managing mul0ple
search engine PPC. For example Atlas Search
Baidu ‐ China
Live ‐ Global Naver – South Korea
Yandex – Russia Yahoo! – Global
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Recommenda-ons for BU
Develop PPC strategy Including a profile of visitor types and behaviour,
keyphrase dic0onary, with informa0on about keywords and search volumes English and foreign language version
Trial different types of campaigns on and offline.
Build market intelligence for HE conversion rates.
Experiment with regional search engines
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Bringing it all together – Effec-ve landing pages
It is about the visitor, not the designer or marketer:
Tailor the page to the individual Use their language
Answer there ques0ons
Make sure you make clear what the next steps are
Cross sell products
Remember users do scroll.
Tip: Most people won’t
convert on their first visit to a site
Useful links h@p://www.dulux.co.uk/index.jsp
Useful links h@p://www.iabuk.net/media/images/Agency.com_Dulux_persona_case_study_405.pdf
Useful links h@p://www.davechaffey.com/Internet‐Marke0ng/C7‐Service‐Quality/Persuasion‐conversion‐marke0ng/Effec0ve‐landing‐pages
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Bringing it all together – Effec-ve PPC & Web analy-cs
Tip: Google offers A and B
split tes0ng. This tes0ng will help iden0fy which page performs be@er.
Pay Per Click Advert
Landing page
PPC/Web analy0cs
Analyse advert and landing page Performance
Visitor
MarComms