Let's Talk About Search

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Presentation for Sparxup Series 2014: Dev Class | DailySocial.Net

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1. LETS TALK ABOUT SEARCH #DEVCLASSLIVE MARCH 20TH, 2014 2. SEARCH FOR ME RIDHO PUTRADI SGARA FOUNDER AND CEO OF INBOUNDID EX LASALLE COLLEGE INTERNATIONAL, GOPHER, WEGO MARKETER, AND 100% LEARNER @IDOWEBID HTTP://WWW.DIGITALFLAVOURS.COM 3. SEARCH & BUY (ZMOT) 4. CONSUMER JOURNEY 5. CONSUMER JOURNEY & SEARCH BEHAVIOR Smartphone Smartphone Android Smartphone Android Samsung Smartphone Android Samsung Murah Beli Smartphone Android Samsung 6. REACH http://www.statisticbrain.com/google-searches/ http://www.alexa.com/topsites/countries/ID 7. ORGANIC Pop Quiz Have you searched for your name on Google? Does the results shows who you are? 8. KEY ELEMENTS Crawl ability Relevancy Online Authority Analytics 9. CRAWL ABILITY HOW GOOGLE SEARCH ENGINE INTERACT WITH YOUR PAGES What to lookat Google Index Crawl Status 10. OPTIMIZING YOUR SITE CRAWL ABILITY SITE STRUCTURES & NAVIGATION home about experiences blog programming travel faq Important page 11. SITEMAP BOTH FOR PAGES OR VIDEO HTTP://WWW.SITEMAPS.ORG/ SUBMIT TO GOOGLE WEBMASTER TOOLS 12. RELEVANCY GOOGLE WANT TO SERVE THE MOST RELEVANT RESULTS FOR EVERY SEARCH QUERIES CONTENT QUALITY > VALUABLE GLOCAL 13. YOUR CONTENT VALUABLE, ACTIONABLE, SHAREABLE CONTENT OPTIMIZATION NOT FOR SEO > FOR YOUR AUDIENCES HTML TAG SHARING BUTTON, PERHAPS! 14. AUTHORSHIP Build trust, beautiful pictures, better CTR 15. STRUCTURED DATA Data highlighter Local Listing 16. MEANWHILE IN 2008 BAJU BAYI INI ADALAH BAJU BAYI YANG NYAMAN KARENA BAJU BAYI ADALAH BAJU BAYI YANG TERBUAT DARI BAHAN KHUSUS UNTUK BAJU BAYI DAN BAJU BAYI INI SANGAT TERJANGKAU HARGANYA. 17. ONLINE AUTHORITY ORGANIC SEARCH OPTIMIZATION = WOM MORE AUTHORITY > MORE TRUST > BETTER RANKING SOCIAL AUTHORITY DONT SPAM! 18. LINKS IDEAL SCENARIO PEOPLE READ YOUR CONTENT, LOVE IT, SHARE IT ON SOCIAL, LINK TO IT FROM THEIR OWN PAGES 19. EARNING LINKS CREATE VALUABLE AND SHAREABLE CONTENT / SERVICES PROMOTE IT ON NETWORK WHERE YOUR AUDIENCES IS AND ENGAGE 20. BUILDING LINKS YOUR OWN ASSETS (BLOG, OTHER BLOG, SOCIAL PROFILE, COMPANY PAGES (PERHAPS)) PAID LINKS WITH CAUTION 21. SEO KEY METRICS RANKING SEARCH QUERIES GROWTH BRAND VISIBILITIES ORGANIC TRAFFICS DIRECT TRAFFICS CONVERSIONS 22. PAID SEARCH (ADWORDS) Note Paid Search is not a short cut to famous. Not also a set and forget tools! 23. GOOGLE ADWORDS AN AUTOMATED AUCTION PAID SEARCH, NOT ORGANIC YOU CHOOSE RELEVANT KEY WORDS SEARCH TERM: WORD OR PHRASE WHEN A PROSPECTIVE CUSTOMER SEARCHES USING THESE KEYWORDS, OR SOMETHING RELATED TO THEM, YOUR KEYWORDS ARE PUT INTO AUCTION ALONG WITH THOSE OF OTHERS PERSON WITH THE HIGHEST QUALITY SCORE AND THE HIGHEST MAX BID IS LISTED FIRST. ADS APPEAR AS PAID SEARCH RESULTS OR AS SPONSORED LINKS 24. WHAT TO ASK FIRST CONSIDER WHAT ARE YOU TRYING TO ACCOMPLISH IN MARKETING PLAN AWARENESS? EDUCATION? REVENUE? CONSIDER WHAT TYPE OF SEARCHES YOU ARE TRYING TO CAPTURE TRANSACTIONAL INFORMATIONAL 25. QUALITY SCORE HISTORICAL PERFORMANCE/CLICK THROUGH RATE (CTR) ACCOUNT CAMPAIGN AD GROUP KEYWORD DISPLAY URL RELEVANCE LANDING PAGE (MORE ON THIS LATER) KEYWORD TO AD / AD GROUP AD GROUP TO LANDING PAGE 26. CPC JUST BECAUSE YOU BID $1, YOU MAY NOT ACTUALLY PAY THAT MUCH GOOGLE DISCOUNTS YOUR PRICE SO YOU PAY ONLY $0.01 MORE THAN IS REQUIRED FOR YOUR ADD TO APPEAR BEFORE YOUR CLOSEST COMPETITOR ACTUAL CPC =(BID PRICE OF AD RANK TO BEAT) (YOUR QUALITY SCORE) + $0.01 27. HIERARCHY CAMPAIGN NAME ADGROUPS ADS KEYWORDS SEO AGENCY SEO SERVICES SEO SERVICES JAKARTA (HEADLINE) IMPROVE YOUR SEARCH RANKING(DESCRIPTION) WORK WITH OUR PRO TEAM(DESCRIPTION) WWW.INBOUNDID.COM/SEO (DISPLAY URL) SEO SERVICES, SEO SERVICES JAKARTA, BEST SEO SERVICES, ETC 28. YOUR ADS HEADLINE NO LONGER THAN 25 CHARACTERS INCLUDING SPACES 2 DESCRIPTION LINESNO LONGER THAN 35 CHARACTERS EACH INCLUDING SPACES TRY PUTTING A BENEFIT ON THE 2ND LINE AND A FEATURE OR OFFER ON THE 3RD LINE, THEN SWITCH TO SEE IF IMPROVEMENTS ARE MADE DISPLAY URL NO LONGER THAN 35 CHARACTERS URL: WHERE DO YOU WANT THE PERSON WHO CLICKS TO GO. (NO LONGER THAN 1,024 CHARACTERS) SHOULD BE A LANDING PAGE WHICH IS RELEVANT TO YOUR TEXT AD DONT USE THE HOME PAGE UNLESS IT PROVIDES DETAILS SIMILAR TO WHAT YOU ARE ADVERTISING 29. KNOW YOUR CUSTOMERS AGE GENDER INCOME EDUCATION WHO HAVE THE MONEY TO BUY YOUR PRODUCTS 30. SUCCESSFUL TEXT ADS HIGHLIGHT YOUR UNIQUE STRENGTHS OFFER, PRODUCT, ETC. FREE SHIPPING, LARGE SELECTION, ETC. INCLUDE PRICES, PROMOTIONS, EXCLUSIVES IF APPLICABLE TELL CUSTOMERS WHAT THEY CAN DO USING STRONG VERBS PURCHASE, CALL TODAY, ORDER, SIGN UP, GET A QUOTE, ETC. INCLUDE AT LEAST ONE OF YOUR KEYWORDS IN TEXT AD MATCH AD TO THE LANDING PAGE EXPERIMENT CREATE 3-4 ADS PER AD GROUP AND MEASURE PERFORMANCE USING ANALYTICS 31. CAMPAIGN ORGANIZATIONS SEPARATE YOUR CAMPAIGN BASED ON OBJECTIVE (CONSUMER JOURNEY), TARGET URL, TARGET MARKET, DEVICES TIGHT AD GROUP AdGroup SEO Services SEO Agency Keywords seo services seo services jakarta best seo services seo agency seo agency jakarta top seo agency Campaign Name: SEO ID ID 32. KEYWORDS KEYWORDS VS. SEARCH QUERIES KEYWORDS (ALSO KNOWN AS ADWORDS), ARE BID ON QUERIES: WHAT USERS TYPE IN THE SEARCH BOX MATCH TYPES FOR GOOGLE AND BING BROAD: LOOSE MATCHES, MUCH TRAFFIC. NOT RECOMMENDED CHEAPEST, BUT NOT TARGETED BROAD MATCH: BROADER RESULTS, BUT YOU CAN SPECIFY THAT CERTAIN WORDS MUST BY IN THE SEARCH TERM PHRASE: TIGHTER MATCH, LESS TRAFFIC, MORE TARGETED, EXPENSIVE EXACT: TIGHTEST MATCH, LEAST TRAFFIC, ALSO MOST TARGETED, MOST EXPENSIVE NEGATIVE: ELIMINATES WORDS AND CONTROLS TRAFFIC 33. GOOGLE ADWORDS KEYWORD PLANNER 34. BID ESTIMATOR Set an estimated bid price and a daily budget and the tool will give you estimated clicks, impressions, cost, click through rate, ave CPC, and average position. 35. MORE KEYWORDS GOOGLE SEARCH BASED KEYWORD TOOL MICROSOFT ADVERTISING INTELLIGENCE THESAURUS.COM WORDTRACKER KEYWORD DISCOVERY SPYFU GOOGLE SUGGEST GOOGLE TRENDS MIVA NICHEWATCH WORDZ 36. CAMPAIGN BUDGET WHAT IS A ACQUISITION WORTH TO YOUR BUSINESS? WHAT IS THE AVERAGE WEBSITE RESPONSE RATE? WHAT IS THE AVERAGE CONVERSION RATE IN PERSON, OVER THE PHONE OR ONLINE. WHAT ARE YOU WILLING TO PAY PER CLICK BASED ON CONVERSION RATE AND ACQUISITION VALUE? 37. WHATS YOUR ROI? ROI = (REVENUE OF INVESTMENT - COST OF INVESTMENT) / COST OF INVESTMENT Pop Quiz Have you set up your goal tracking or ecommerce tracking on your Google Analytics? 38. THANK YOU, QUESTION? I am reachable ido@inboundid.com +62818435486