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Here's my presentation, An Integrated Approach to Search Marketing, from the second day of the MuseumNext 2014 conference, held at The Sage Gateshead in NewcastleGateshead. MuseumNext is Europe's big conference on innovation and technology in museums. The masterclass covered: - How search marketing has evolved - What an integrated approach to search marketing looks like - How to look for opportunities in your market
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www.venturestream.co.uk
AN INTEGRATED APPROACH TO SEARCH MARKETING
Marty Hayes,Digital Director, Venture Stream
@MartyHayes
www.venturestream.co.uk
ABOUT US VENTURE STREAM
www.venturestream.co.uk
WE’RE JUST OVER THE BRIDGE…
www.venturestream.co.uk
OUR DIGITAL MARKETING APPROACH…
Conversion Rate Optimisation
SEO PPC Email Affiliates Social Content
Strategy Leadership
Analytics
www.venturestream.co.uk
WHO WE WORK WITH
www.venturestream.co.uk
WHAT WE’LL COVER• How search marketing has evolved
• What an integrated approach to search marketing looks like
• How to look for opportunities in your market
www.venturestream.co.uk
HOW HAS SEARCH MARKETING EVOLVED?
www.venturestream.co.uk
www.venturestream.co.uk
www.venturestream.co.uk
GOOGLE PANDA UPDATE
• February 2012
• Panda seemed to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. Panda rolled out over at least a couple of months, hitting Europe in April 2011
• “Cleaning up the web”
• Panda 4.0 – May 2014– impacted 7.5% of English-
language queries
www.venturestream.co.uk
www.venturestream.co.uk
GOOGLE PENGUIN UPDATE
• April 2012
• After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing
• Rewarding high quality sites
www.venturestream.co.uk
www.venturestream.co.uk
GOOGLE HUMMINGBIRD UPDATE
• September 2013 – Google officially unveils the first major algorithm upgrade in 3 years– Previous version, ‘Caffeine’ was
built to better index websites in search results
• Hummingbird affected about 90% of Google searches
• Targeting longer, more complex, conversational search queries
• Google attempting to understand intent and meaning
• A shift in the landscape
www.venturestream.co.uk
THE IMPACT OF HUMMINGBIRD
Pre-Hummingbird• Individual keyword
targeting possible
• Little evidence of context
• Little correlation between search query intent and video
• Keyword / index focussed
Post-Hummingbird• No longer optimise
solely for key words or phrases
• Context is key
• Content needs to be created to meet user intent
• Audience focussed
www.venturestream.co.uk
ACQUIRING LINKS
• Link A• Link B
Website 1
• Link A• Link B
Website 2
• Link A• Link B
Website 3T
www.venturestream.co.uk
"If there is a link selling site and they get caught for selling links, and they just happen to be linking to you, the value of that link that the site was
providing, it just goes away”
» Matt Cutts, Head of Webspam, Google
www.venturestream.co.uk
EARNING LINKS
• Link A• Link B
Website 1
• Link A• Link B
Website 2
• Link A• Link B
Website 3
• Link A• Link B
Website 1
• Link A• Link B
Website 2
• Link A• Link B
Website 3R
www.venturestream.co.uk
www.venturestream.co.uk
“This is the beginning of the journey to brands becoming
more like publishers”.
» Hamish Priest, Global Media Categories & Partnerships, Dove, Unilever.
www.venturestream.co.uk
WHAT DOES AN INTEGRATED APPROACH TO SEARCH MARKETING LOOK LIKE?
www.venturestream.co.uk
Search Marketi
ng
www.venturestream.co.uk
NOW: DIGITAL SILOS
Organisation
DIGITAL
www.venturestream.co.uk
FUTURE: AUTHENTICALLY DIGITAL
ORGANISATION
Thanks,
Koven!
A layer of digital
throughout the
organisation.
www.venturestream.co.uk
SEARCH MARKETING LANDSCAPE
Search Marketing
Technical SEO
Website Content
Content Marketin
g
Online PR
Paid Search
www.venturestream.co.uk
TECHNICAL SEO
www.venturestream.co.uk
LAYING THE FOUNDATIONS FOR SUCCESS
Technical SEO
Search Marketing
www.venturestream.co.uk
WHAT DOES ‘TECHNICAL SEO’ MEAN?
Site Architectur
e
URL Structure
Webmaster Tools
Sitemaps
Meta Robots
PaginationGeo-
Targeting
Response Status Codes
Site SpeedImage
Optimisation
Rich Snippets
Authorship
www.venturestream.co.uk
WEBSITE CONTENT
www.venturestream.co.uk
WEBSITE CONTENT: 2 DISTINCT TYPES
Page Elements (Meta)
URL
Page Title
Meta Description
Page Content (Body)
H1 Heading
Body Content
User Generated Content
www.venturestream.co.uk
PAGE ELEMENTS (META)
www.venturestream.co.uk
PAGE ELEMENTS (META)
PAGE TITLEYour Page Title should be unique to that page and reflect the key themes of it.
Keyword research should be undertaken to optimise Page Titles as they are a key
ranking factor. Each one should be around 65 characters in length.
www.venturestream.co.uk
PAGE ELEMENTS (META)
URLThis includes your domain name and
page name. It should reflect the content of the page accurately, and be search-
engine friendly.
PAGE TITLEYour Page Title should be unique to that page and reflect the key themes of it.
Keyword research should be undertaken to optimise Page Titles as they are a key
ranking factor. Each one should be around 65 characters in length.
www.venturestream.co.uk
PAGE ELEMENTS (META)
URLThis includes your domain name and
page name. It should reflect the content of the page accurately, and be search-
engine friendly.
PAGE TITLEYour Page Title should be unique to that page and reflect the key themes of it.
Keyword research should be undertaken to optimise Page Titles as they are a key
ranking factor. Each one should be around 65 characters in length.
META DESCRIPTIONAlthough not a ranking factor, a meta
description has the potential to encourage users to click on your site via a
well-written, unique, conversion-optimised description. It should be fewer than 150 characters, include your USPs
and a clear call to action, where appropriate.
www.venturestream.co.uk
PAGE CONTENT (BODY)
BODY CONTENT
Each page should have an appropriate amount of well-written, informative body content in order to answer user questions and encourage them to find out more
SEO should be your secondary concern, with user experience and conversion optimisation your primary
H1 HEADING
One of the most important on-page SEO ranking factors
Should be a single, unique, well-optimised H1 Heading per page
Keyword research should help to inform the wording of the H1 Heading
.
USER GENERATED CONTENT
Search engines (and users) value user generated content as it provides freshness to pages in the language of site users
Examples of UGC include:ReviewsQuestionsAnswersCommentsImages
.
www.venturestream.co.uk
CONTENT MARKETING
www.venturestream.co.uk
"Your customers don't care about you, your products, your services… they care about themselves, their wants
and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you".
– Joe Pulizzi, founder of the Content Marketing Institute
www.venturestream.co.uk
WHAT IS CONTENT MARKETING?
Search
Social MediaPR
CONTENT
www.venturestream.co.uk
HOW DO I GET STARTED?
Understand User Needs
Understand User
Behaviour
Create Content
www.venturestream.co.uk
WHAT SHOULD MY CONTENT DO?
Educate
Inform
Entertain
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SEVEN-STEP GUIDE TO SUCCESS
www.venturestream.co.uk
CONTENT MARKETING IDEAS
Competitions
Infographics Q&A
Interviews Interactive Media Videos
Images Articles Social
www.venturestream.co.uk
AUTHORITATIVE INFOGRAPHIC EXAMPLES
www.venturestream.co.uk
ONLINE PR
www.venturestream.co.uk
SHOUT ABOUT WHAT YOU’RE DOING
www.venturestream.co.uk
ONLINE PR OPPORTUNITIES
Good News Stories Exhibitions Collections
Local Community Promotions Competitions
Innovation Outreach News Jacking
www.venturestream.co.uk
PAID SEARCH
www.venturestream.co.uk
WHAT DOES PAID SEARCH LOOK LIKE?
PAIDPAID
PAIDORGANIC
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NATURAL HISTORY MUSEUM
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MUSEUMS IN NEWCASTLE
www.venturestream.co.uk
PAID SEARCH TAKEAWAYS
CPC CTR Quality Score
Landing Page Tactical Campai
gn Led
Brand Building Visibility ROI
Driven
www.venturestream.co.uk
HOW CAN I LOOK FOR OPPORTUNITIES IN MY MARKET?
www.venturestream.co.uk
OPPORTUNITIES ARE EVERYWHERE…
Website Analytics
Keyword Research
User Behaviour
Industry News & Events
www.venturestream.co.uk
WEBSITE ANALYTICS
www.venturestream.co.uk
GOOGLE ANALYTICS
• Dashboards• Real Time• Audience– Demographics &
Interest Reports
• Acquisition• Behaviour• Conversions
www.venturestream.co.uk
KEYWORD RESEARCH
www.venturestream.co.uk
KEYWORD RESEARCH
• Your product• Your service• Your website• Your web page• Location• Language• Search volume• Search volume
trends
www.venturestream.co.uk
USER BEHAVIOUR
www.venturestream.co.uk
USER BEHAVIOUR
• Offline data• Online data• User testing• User surveys• User feedback• Focus groups
www.venturestream.co.uk
INDUSTRY NEWS & EVENTS
www.venturestream.co.uk
INDUSTRY NEWS & EVENTS
• Conferences• Events• News stories• Emerging
technology• Thought-leaders• Innovation
www.venturestream.co.uk
KEY TAKEAWAYS…
www.venturestream.co.uk
REMEMBER…
• There’s never been a better time to be a brand
• Search marketing is about the user; their wants and intent – forget about Google and their algorithms
• Content really is king
• You already have most of the tools you need to succeed– A great ‘product’– Deep understanding of the subject matter– Understanding of the user
• Digital and search marketing should be integral to your organisation – break down the silo
www.venturestream.co.uk
WHAT WE'VE (HOPEFULLY) COVERED
• How search marketing has evolved
• What an integrated approach to search marketing looks like
• How to look for opportunities in your market
www.venturestream.co.uk
AN INTEGRATED APPROACH TO SEARCH MARKETING
Search Marketing
Technical SEO
Website Content
Content Marketing
Online PR
Paid Search
ORGANISATION
ORGANISATION
www.venturestream.co.uk
VENTURE STREAM
ONLINE – venturestream.co.ukEMAIL – [email protected] - @MartyHayes