Docstoc

The State of Search - VISIT DENVER

Document Sample
The State of Search - VISIT DENVER Powered By Docstoc
					The State of Search
     April 2011
Index


        SEO Overview & Recommendations

        PPC Overview & Recommendations

        Search Engine Updates
SEO Overview

 Search Engine Marketing Defined

 Search engine marketing seeks to
 promote websites by increasing
 their visibility in search engine
 results pages through the use of
 SEO and PPC tactics.

 Companies have the opportunity to
 present more than just their website to a
 prospect – search engines are now
 including images, maps, videos, news,
 social and more.

 The goal of an integrated search engine
 marketing program is to drive a stronger
 return on investment than search engine
 optimization and pay-per-click
 advertising yield independently.
SEO Overview

 Search Behavior


                                       Eyetracking is a research technology
                                       that explores how people interact
                                       with a web page by tracking where
                                       their eyes go and for how long. This
                                       research provides insight into how
                                       people really see and use web-based
                                       content, design elements and
                                       positioning in search advertising.

                                       Extensive research reinforces that
                                       organic and paid positioning above
                                       the fold (top 4-5 listings) sees the
                                       most search engine marketing
                                       success.

                   (Source: Enquiro)
SEO Overview

 Anatomy of Search Results

 When users perform a search, these are the results that are shown. Google typically
 pulls in the <title> tag in the HTML of the page and the <description> tag in the display
 results.

                          Keyword/Search query

                                                        Title tag
                                                             Description
                                                                    PPC Ad
SEO Overview

 Measuring Success

                Visibility




                              Conversions




               Site Traffic
SEO Overview

 SEO Recommendations

  Use local listings, social networks, sitelinks, videos, shopping links, and press
 releases (if applicable). Even a #1 ranked listing can be pushed below the fold if
 there are enough of these other types of listings.

  Use metadata to your advantage. Be aggressive, but not spammy. Titles are the
 most important piece, followed by descriptions and keyword tags.

  Implement and update an XML sitemap once/month. Give any pages with rich
 content or time sensitive information the highest priorities.

  Optimize for the search engine your audience uses. The engines display different
 results and have users with different search behaviors.

  Improve the content and keyword density on your website. Not only will this
 improve your SEO rankings, but it can improve your PPC quality score as well.
SEO Overview

 Local Recommendations

  Take advantage of local listings, according to Google 30% of online activity is
 related to local content.

 Not only will local listings give your website top placement in the search engines,
 they will also be useful on mobile devices as well. According to Nielsen, there are
 around 60 million smartphone users in the US alone.

 Submit your website to local directories.

  Take ownership of your Google Places account in order to control the information
 on this page.
Index


        SEO Overview & Recommendations

        PPC Overview & Recommendations

        Search Engine Updates
PPC Overview

 Summary

 Pay-per-click advertising is an advertising model where advertisers only pay for the ad
 when it is clicked by a user. In order to reach their target market, advertisers use
 keywords relevant to their product or industry to target the ads.
 Ads can either be text-based or image-based. These ads can be displayed on a search
 engine results page (such as Google) or in a content network, on a website with
 relevant copy.

 A PPC program can give a website visibility rather quickly, whereas SEO can take a long
 time before rankings improve. Advertisers can achieve higher PPC positioning based
 on their bid (how much they’re willing to pay per click) and quality score (how
 relevant the site is to the keyword and ad copy).

 While PPC and SEO can run independently of one another, building an integrated
 campaign makes each component stronger.




                                                                        10
PPC Overview

 Benefits of a PPC Campaign
   Highly Targeted, Qualified Traffic
   PPC campaign listings will only be seen when the user has expressed an interest in the
   product or service that you are promoting.

   Advanced Targeting
   PPC campaigns are completely configurable. Advertisers have the ability to control
   messaging, landing pages, target audience, location, visibility, etc.

   Immediate Visibility & Management
   Search engine visibility and management is available immediately, including launching,
   budget allocation, position preference, keywords, etc.
   Branding
   You only pay when a user clicks on your ad, all impressions are free.

   Higher CTR
   More people will visit your website if it is listed in both organic and paid listings because
   there is a "second opinion effect“, they view you as more relevant for the corresponding
   search.

                                                                                   11
PPC Overview

 Account Structure

 A pay-per-click account is comprised of 5 parts:

                                                                         Ad Text /
           Account       Campaigns      Adgroups       Keywords
                                                                         Creative


 1. Account : The company name or account owner. An overall budget for the entire
    account can be defined.

 2. Campaign: Main or high level categories (Brand, Products, Different Geo-targets).

 3. Ad group: Sub level, specific keywords groups (Specific product benefits, features,
    etc.).

 4. Keywords: Individual words or phrases to bid on (phrases that people type into
    Google search to find what they’re looking for).

 5. Creative: The advertising copy used to obtain a click on a PPC ad.
                                                                           12
PPC Overview

 PPC Recommendations
  Positioning is imperative for conversion in the paid space. Optimize your bids on
 your most important keywords so they are showing up in position three or above—ads
 in the top space have a significantly higher conversion rate CTR wise.

 Negative matching can boost performance considerably. Blocking unwanted words
 from triggering your keywords helps control impressions and bring in more qualified
 traffic.

  Use geotargeting to your advantage. On Google users can target campaigns by city
 or even a certain mile radius to a zipcode—targeting only those most relevant to you is
 key for smaller accounts.

  Don’t forget about user behavior once people have clicked through to your landing
 page! Using a website analytics tool (Google Analytics is free and easy to use) can help
 you see how your paid visitors are interacting with your site and if they are going the
 places you want them to.
PPC Overview

 Local Recommendations

  Once you’ve claimed and optimized your local listing in Google Places, you can
 connect your Places account to your AdWords account and the two can work
 together to give you a stronger presence on Google.

 When a Place Page and an AdWords account are linked, the account will start
 pulling in location extensions for your address and phone number into your ad.

 This provides you with more real estate on the results page and gives the user your
 business location, enabling them to see that your listing is relevant and potentially
 nearby to them.

 To take things a step further, you can optimize both your local listings and ad texts
 for location extensions. Consider adding keyword rich descriptors into your business
 name in both places—so instead of just your business name, ‘ABC Dentist’ for
 example, add a keyword rich modifier like ‘ABC Dentist, Denver Cosmetic Dentistry.’
Index


        SEO Overview & Recommendations

        PPC Overview & Recommendations

        Search Engine Updates
Search Engine Updates
Google

Google removed QR codes from the Place Page and is looking to replace the technology.
One type of technology being tested is near field communication (NFC). Similar to the way
a QR code provides a link to a site, NFC works by touching your phone on a compatible
advertisement , passing the information to your phone. This technology has huge
opportunity, as users could pay their bills, bookmark a site and collect contact information.
Privacy issues are a concern, as Google would be able to track buying behavior through
smart phones.

Google added new features to the Page Speed Extension in Chrome with the most
impressive feature being the scoring and suggestion ordering improvement. This new
feature helps webmasters focus on “higher-potential optimizations.”




                                                                                                16
Search Engine Updates
Google

Google released a “+1 button,” officially launching April 30. The +1 button will appear along
side the organic search result listings. Companies will eventually be able to add it to their
own Web site.




With the recalculation of their algorithm in February, Google shifted approximately a billion
dollars worth of revenue around the world. While some companies have cut their work
force, others are trying to meet the sudden demand this shift has created for them.
Changes must be made to the content of your site in order to recover from this update.

Google admitted to manipulating search results in order to catch Bing in the act of using
Google’s click streams. Although Google was successful in calling out Bing’s “cheating,” in
the long run this act may have hurt Google’s reputation. Google proving that they can and
will manipulate search results for their own benefits does not improve their reputation as
an ethical company.


                                                                                                17
Search Engine Updates
Google

Google is considering adjusting their algorithm to downplay the importance of keywords in
the domain name, and instead, increasing focus on choosing a unique and relevant name.

Google has added Tweets to regular search results. Tweets used to take time to be indexed
and listed, but tests show tweets are appearing almost real time.

Users will soon be able to manually block Web sites from showing up in their personalized
results ever again. It will become increasingly important to appear professional and
inoffensive in the engine’s. Sites blocked in large numbers will be flagged and factored into
Google’s algorithm.




Google has enhanced its Instant Previews feature by adding Instant Video Preview, allowing
you to preview videos directly within the search results.

                                                                                                18
Search Engine Updates
Google
Google released a new review engine called Google HotPot, which allows users to quickly
and easily review and rate services. HotPot allows users to recommend services to friends
and can also personalize and suggest services for individuals based on their previous
reviews. Google is also integrating HotPot’s reviews into its regular search results.




                                                                                            19
Search Engine Updates
Yahoo

Yahoo is exploring the possibility of customizing search results based on demographic
profiles. If implemented, this would have implications on optimizing sites for top listings.




Bing
Internet Explorer 9 has been released. Two different versions of the browser are being
released: one set with Bing as the default and the other gives users the choice. With IE9, a
slew of new features are reported to be released, such as increased HTML 5 functionality
the ability to search direct from the address bar.




                                                                                               20
Search Engine Updates
Bing

 Bing introduced Bing Deals, their new local deal search
 engine. Bing Deals groups offers from thousands of
 cities and serves them up to searchers.

 Bing has upgraded their mobile site to include new
 features such as enhanced movie search, improved
 weather updates, real time transit information and
 enhanced image search.

 Bing announced a new partnership with KAYAK to
 provide a comprehensive flight search to the Bing
 network.




                                                           21

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:6
posted:8/15/2011
language:English
pages:22