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Search Smart Marketing Overview to SEO, Paid Search and Local Search. Westport CT Library, October, 2014
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Search Engine Overview Organic Search Paid Search Local /Social Search Google Analytics
Search Engine Marketing
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.Stamford, CT 06901
914.883.1506
• Started Internet Career in 1994
• The Journal News• Online Marketing Director, 1996 – 2000• Launched first web sites
• Wahlstrom Group, Stamford 2000 - 2006• IPG Company▫ VP, Managing Director Interactive Media
• Search Smart Marketing• Launched 2006
• Adjunct Professor, Fordham University
Clients include:
AutoNation
CBS New York
Invisalign Braces
Hudson Valley Tourism
Westchester County Association
Stark Office Suites
NERAK Systems
ProLease
First Capital
Search Smart Marketingwww.isearchsmart.com
400 Columbus Avenue Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.Stamford, CT 06901
914.883.1506
“Is SEO Dead?”
Search Engine Marketing (SEM) Overview
“ …the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements,
contextual advertising… )”
- Wikipedia
Search Engines Audience Share
Google Share: Approximately 67%
Search Engine Marketing (SEM) Overview
A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search Algorithmic, crawler-based search approach Website Content, Architecture, Coding, Links, Web “footprint”, Authorship
1. Pay-per-Click (PPC) – Paid Search Keyword position control, result-oriented Bid for Position, Pay-per-Click Syndication Networks – Google, Bing Brand Protection, Message/Position Control
2. Local /Social Search Local Profiles – ex. Google+ Directory Citations Review Management Intersection with Social Media
The Evolution of Search Engines
The Evolution of Search Engines:Universal Search 2007
News
Video
Images
Wikipedia
Universal Search: changing our page scanning patterns
Source: Enquiro Research, August 2007
Search Engine Optimization – Success Criteria
Keywords: Search “DNA”
• Determine 3-5 top phrases for your entire site
• Determine 2-3 top phrases for each page
• “Westchester NY accountant” is better than “accountant”
• Go with your gut but do your research…
Keyword Research Tools
• Google Keyword Planner
• SEO Book - • http://tools.seobook.com/keyword-tools/seobook/
• WordTracker.com – • https://freekeywords.wordtracker.com
• Wordstream.com – • http://www.wordstream.com/keywords
SEO Coding: Page Titles
• Every page should have a unique title built around target term and content for that page
• No more than 55 characters
• Important keywords at the beginning
• Keep it short, attractive and enticing.
• Will often be used as the page’s bookmark
SEO Coding: Meta Descriptions
• Every page should have a unique description built around target term and content for that page
• No more than 175 characters
• Incorporate important keywords
• Entice searcher to read & click
• Will often be used as the listing’s snippet
Website Copy
• No text graphics
• Users come first
• Descriptive
• Location, location, location.
• PHRASES not WORDS
• Plural, tenses, ings, etc.
Help for the “Dumb” Search Engine
Keyword phrases that make sense
No keyword phrases
Links: A Deciding Factor
• More difficult for web site owners to manipulate links than their own pages
• Major component of Google, also used by nearly everyone else, to some degree
• A few links from quality sites are better than hundreds of links from bad sites
• Provide a reason for linking; report, data, free giveaway, etc.
• Social Signals!
What Do Search Engines Want?
RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by:
• Content – theme/topic, page text, coding, navigation, alt tags, etc.
• Site Performance – does it load quickly? Can spiders “crawl” the site• Site Authority – Do other sites link to it? It is being discussed in Social
circles?• User Data – do visitors stay long? How many pages do they visit? Do
they return?• Site History – has the domain been active long? Is it “clean”?
SEO Principles: Building Blocks
Periodic Table of SEO Factors
Paid Search: Google AdWords
Google Search Results
Call Extensions
Ad Extensions
AdWords Interface
Benefits of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search Quick Results Budget Control Directly affect Ranking Syndication Network:
NY Times AOL Ask Thousands of others
Great for Testing; Online focus group Brand Protection Measurable!
Disadvantages of Pay-per-Click
1. Pay-per-Click (PPC) – Paid Search Keyword prices
Up to $25 - $50 Cost-per-Click (CPC) in some categories Average CPC: $2.50 - $4.00 Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc. Average CPC down 5% - 10%; Google Enhanced likely to change that
Need to commit fair budget/campaign trial time Requires ongoing attention; “set it & forget it” is a recipe for failure Google defaults make money only for Google Buyer Beware: unprofessionalism is widespread
Misleading promises Marketer should own accounts
Local Search: The Evolution
Local Search: Why is it Important?
Local Search: Why is it Important?
Organic/Paid vs. Local Search
• Location, location, location
• Organic/Paid search = “the what”– Nike running shoes
• Local Search/Paid Search = “the what” & “the where”– Nike shoe store White Plains
Local Search: SEO
Local Search: Reviews
Google+ Page
What is a Citation?
A citation is a mention of your business on the web, typically in the format of Name, Address, and Phone number. This is called your NAP.
Conflicting Data Causes Confusion at Google
Primary listing
2013 Local Search Harmful Ranking Factors
Listing Resources
Listing Resources
Listing Resources
Keys to Local Success
• SEO - Location Keyword In Title Tag And H1 Tag• NAP - business name, address and phone
number.• Local Phone Number• Claim Your Citations• High Quality Backlinks• Links From Local Websites• Google+ Local Page• Reviews• Mobile
Search Marketing: Measuring Successwith Google Analytics
Analytics Code
Analytics Tracking: Tag Everything!
• What ▫ Pay-Per-Click (CPC)▫ Email▫ Social Buttons, Posts▫ Display
• How▫ AdWords Auto-Tagging
▫ Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en
Reviewing Your Data – Report #1
Reviewing Your Data – Report #2
Reviewing Your Data – Report #3
Reviewing Your Data – Report #4
Reviewing Your Data – Report #5
Google Webmaster Tools
• Diagnose potential problems– Crawl info– Website content
• See how your site performs– Top queries– Indexing information
• Share info with Google about your site– Submit a Sitemap file
What’s Next for 2015
• Google Penguin Update• Unnatural Links
• Content– Quality– Relevance– Freshness
• Social Signals• Site Performance• Mobile
