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Everything you need to know about Search in 30 minutes. SEO, SEM and Local Search and Blogging.
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Rebuilt for Business
1
1.17.2012 Presented by:
Ed Knowles
TECH TUESDAY
Search in 30 Minutes
(SEO, SEM, Blogging and Local)
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The Web is your Always Open “Open
House”
Foundation: Good Design and Good Programming Good On-page SEO
Inside of the House: Brand Positioning, Messaging Leading people to Take Action (CTA)
Taxi Cab: Search Engine marketing SEM
Train: Search Engine Optimization (SEO)
Your House- Website, Landing page, Mobile Site Neighborhood Address: Local Search
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Agenda I. Overview
a. State of Search
• What is Search?
• Search in 2012
b. Keyword Research
c. SEO vs. SEM overview
• SEO- On-Page
• SEO- Off-Page
d. Blogging Basics
e. Local Search
f. Overview of Search Plus Product at StarTribune.com
Process
g. Upcoming Trends
h. Questions?
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What is Search? Search Engines and how do they function?
•A Program like Google
Allows users to find documents through keywords
Sends out a “Spider” to Crawl
Indexers reads documents
•Each Search engine (Google, Yahoo, Bing) applies
To their Algorithm to what results are shown
•That is Where you get the acronyms:
•SEO- Search Engine Optimization
•SEM- Search Engine Marketing
•Search Engine are looking for “Votes of Trust”
This is to deliver the best result to user
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Search in 2012 • Search is happening on many
different devices
• Desktop, Mobile, Tablets
• Searching on Browsers, Applications
• Consistent experience across Devices (Platform Agnostic)
• Search Engine Rankings- Dec 2011 Comscore
1) Google- 65.9%
2) Bing- 15.1%
3) Yahoo- 14.5%
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Keyword Research • How are people finding you?
• What are your brand/company
strengths?
• What is unique?
• Why are you better?
• What needs/Problems do you solve?
• What Geography do you Serve best?
• Example:
• Maple Grove Real Estate Agent
“Joe Johnson”
• 30 years experience
• Specialize in First time home
buyers
• Geography for opportunity: Maple
Grove, Medina, Ham Lake Area
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Keyword Research Tools • Common Tool:
• Google Adwords Keyword Tool
• https://adwords.google.com/select/KeywordToolExternal
• Look for a mix of High
Volume for main page vs. low-medium competition on internal
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SEO vs. SEM SEO
• longer-term process
• Consists of on-page and off-page optimization
• Results are going to come over time
• Works well in conjunction with high-converting SEM keywords
• Conversion focused
SEM
• Need leads today
• Works well to supplement seasonality
• Conversion focused
• Usually campaign are designed to achieve one specific objective
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SEO vs. SEM Overview- SEO 2 Basic Segments for SEO:
On-page and Off-page optimization
Onpage optimization will get your 85% there
Onpage: ( in order of what gets crawled first)
1. Title Tag title (typically 6 words) should be main keyword w/ Brand (“Homes in Minnesota- Minneapolis, St. Paul & the Twin Cities area StarTribune.com”)
Doesn’t Factor rankings but important- (Meta Description)
2. URL structure
3. H1, H2, H3 (content headings)
4. Content- Bolded keyword
Bullets, number lists
5. Anchor Text: Homes in Minnesota (Add link to main keyword phrase and link to content w/ conversion point)
6. Alt Tags for images -- Alt tags are keyword phrases when you hover over an image
-- Should be the same keyword example– (Homes in Minnesota w/ that specific qualifier)
--Photo caption
Title Tag
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SEO Continued: Off-Page Off-page Optimization
Roughly 15% of return for SEO efforts.
Overview:
Off -Page optimization is based broadly on how many links are coming back to your site saying your are what your trying to rank for. These can also be viewed as votes of approval.
For these links they can be be viewed as 2 things:
1. Links- (Quantity)( including internal)
2. Quality of links ( Related, trusted links)
Anchor text also is important on other sites, Example (Homes in Minnesota) with a link back to your site imbedded in that phrase.
Places to start for getting links include these:
1. Local Directories
2. Google places and other search engine listings
3. Blogging– (This is where I would focus most of your time)
4. Blog comments
5. Industry sites
6. Twitter
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Blogging Basics • Blog Stats* Websites that
have a blog have 55% more website traffic
• 92% more inbound links
• Common Blog Platforms
• Wordpress, Blogger, Typedpad
• Tips:
• Publish posts weekly to bi-weekly.
• Stay on topic
• Host Blog on subdomain or subdirectory of website:
• Example:
• blog.realestatenow.com or
• www.realestatenow/blog
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Blogging- How to Optimize Posts
1. Optimize Post by (1) keyword phrase
• Example to the Right (Mobile Search)
2. Title of the post: include keyword
phrase-
• (5 Mobile Search Behaviors)
3. Content Overview
• Stick to (1) Topic for whole post
4. Utilize SEO on-page best practices for
post:
• Use keyword phrase frequently, but not
too much to effect readability
• Bold keyword phrase
• Use bullets points and lists
• Use keyword phrase in H1 headings
• Alt Tags any images that may be
included
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Local Search • About 20% of all
Searches are local
based.
• Main Local Listing is:
• Google Places
• Others Include:
• Yelp, Yahoo Local,
BOTW, Bing Business
Portal
• How to Claim- Google
Places:
• Claim by phone, text,
postcard.
• Optimize your profile for up
to 5 categories and related
terms.
• Use photos to tell story
• Pick Categories that make
sense and are relevant
• High Volume
• Low Competition
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Local Results
Paid Ads 1-3 and 4-7
Local Results (“7 pack”)
How to Claim
Organic Results- SEO
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Google Places
Categories
Reviews
Description SEO
Edit Listing Check if verified
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Reviews • Once your Google Places
listing is claimed, encourage
past and current clients to
give you a review.
• Do it gradually thought to
spread out reviews
• Share link to your Google
Places page on Business
Cards, Your website or any
other collateral.
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Search Engine Marketing Overview
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Example Objective:
Drive qualified leads to a conversion point
Like a landing page (s)
Objective: I’m looking to increase amount of showings for my
properties in Maple Grove by targeting people that are
looking for what I’m selling in the next 6 months.
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How Search Engine Marketing Works
1. Customers search for your business,
product, or service
2. Your ad appears at the top of
relevant search returns
3. Customers click the ad to visit your
site
4. You pay for clicks
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Converting Prospects to Leads
Why Use Lead Collection Tools?
• Don’t lose potential leads that have searched for you
• With our lead collection tools, you’ll never miss a call or
e-mail lead that’s been generated
What Lead Collection Tools Are Available?
We’ll build a turn-key replica of your web site, called a
“proxy site” and add:
• In-Form: a customizable lead form that appears on every page
• Call Analytics: 3 unique phone numbers that allows you to track and record customer calls
• Leads Dashboard: All leads are accessible through a web dashboard
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Easy-to-understand reporting and analysis
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All The Details You Need
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SEM Process/ Research 1. Campaign Kick-off
2. Keyword Research-
3. Landing pages Design
4. 2 weeks go live and 4 weeks ads will be fully serving
5. Monthly meetings by phone or in-person
• Identify high performing keywords, high volume and conversion
opportunities
• Remove underperforming keyword and A/B test
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SEM Process Diagram (1,2…) 1. User types in keyword
2. Ads are Served (User clicks)
Paid Spots (SEM) 1-3
Paid spots 4,5,6,7
Clicks
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SEM Process 3, 4 3. Landing Page (s) based on content area • Form fills are tracked • Calls are recorded • Clicks from landing page to website are recorded
Realtor Landing Page-Example
Thank you for your submission someone
will be in contact in 24 hrs.
4. Thank you Page --Emails will be sent every time Form or call is completed from landing page
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Upcoming Trends Mobile, Mobile, Mobile •Mobile Friendly Site Development •A Mobile First philosophy
Rich Snippets- Increase in usage Pulling in Data like reviews, listings Events, recipes into Search Results
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Continued… Social Integration with Search
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Questions?