brian free senior account manager the search agency … · •a brief history of search engine...

BRIAN FREE

SENIOR ACCOUNT MANAGER

THE SEARCH AGENCY

DAN CILEN

ACCOUNT MANAGER

THE SEARCH AGENCY

• A brief history of Search Engine

Optimization (SEO)

• Why SEO should be incorporated in your

marketing mix

• What you can do to improve your site

• Useful tools to help you along the way

A HAWAIIAN TELCOM UNIVERSITY PRESENTATION


* Duane Forrester - Bing


Paid Paid

Earned

What is SEO?

• SEO is the practice of improving a

website’s functionality and usability in

order to rank for relevant search queries in

Search Engine’s Organic listings


Why SEO is Important • New Customer

Acquisition

• Increased Visits

• Increased Revenue

• Improved Usability

• Limit Friction Leading

to Conversion

• Optimized Website

Improves Paid Quality

Score

• Low Cost Solution


What is SEO Made of?


On-Site Signals

Off-Site Signals

How to Get Started • Analytics – If you have it, analyze it – if you don’t set it up

• Website must be crawlable

• Research Keyword Phrases – Understand how your

Customers Search

• Content is King – Write Compelling Content

• Make Sure People can Follow and Share your Content

• Backlinks are important – if you write great content it will

attract natural links


Get Crawling


path

• Without a path from one page to the next, Search Engines would not be able to crawl, index, and rank your content

Basics of Technical SEO • Technical SEO is the building block of a strong foundation

• What will you need?

– Clean domain

– Clean URL structure using keywords where possible

– Crawl paths following the site hierarchy

– Fast load times

– Handling of duplicate content


SEO Content Success • DO - Write for users, not search engines

• DO - Research keyword phrases and trends

• DO - Share your content on social platforms

• DO – Optimize Titles and Meta Descriptions

• DON’T stuff keywords

• DON’T write thin content

• DON’T copy articles from 3rd party sites

• DON’T write content just to rank for keywords


Holistic Approach


* Duane Forrester - Bing

SEO Hot Topics

• Mobile

• Social

• Local

• Google Penalties

– Penguin, Panda, Caffeine, etc

• Google Updates - Hummingbird

• Semantic Web


Mobile Optimization

• Responsive

• Adaptive

• Separate Domain

• Speed and Usability are

Critical to Success

• Website Content/Flow Plans should be

Centered on Desired Customer’s Actions


Social and SEO Play Nice

• Fresh Content

• Sign of Topical Authority

• Search Signals now Incorporated Directly

in SERPs

• Factor in Ranking

Algorithm


Local

• 43% of all Google Searches are Localized

• Leverage Online and Offline Signals

– Google+, Google Places, LinkedIn, etc


Google’s Fascination w/ Black &

White Animals

• Penguin, Panda, and what’s next

– Authentic Content and Natural Links


Hummingbird – Future of Google


• Google Overhauled their Algorithm

• Focus on Understanding User’s

Intent

• Preparing for Search on New Device

– Voice Search

– Predictive Search

– Enhanced Mobile/Tablet Search

Semantic Web – Moving Beyond

Search Queries

• Knowledge graph of

the web

• Connections between

– People, Places,

Things, Events, etc.


Analytics


Architecture Tools


Content Tools


Link Tools


Social SEO Tools


SEARCH ENGINE MARKETING FOUNDATION

What is SEM?

• Search engine marketing (SEM) is a digital

marketing chanel that allows advertisers to

market directly to in market users within

the search engines results page and in

relevant content.


Why SEM is Important • Capture “Hand

Raisers”

• New Customer

Acquisition

• Increased Visits

• Increased Revenue

• Most Efficient

Acquisition Chanel

• Customized Targets

• Find New Markets


How does it work?


SEM. What is it good for?


Terms

– Impressions: The number of times an ad was

included in the search results

– Clicks: The number of visitors that clicked on a paid

search ad

– Cost: Assigned spend allocated to action/campaign

– Conversions: A visitor completing a target action


Where can we show?



Paid Paid

Earned

Contextual Advertising

Injuries


Sports Equipment

Derek Jeter

David Robertson


Rank

1

2

3 4

5

6

7

8


How is rank determined?


Elements of a SERP

1

2

3 4

5

6

7

8

Keyword

Impressions

Click

How Do I Get Best Results?

Align

Keyword

+

Ad Copy

+

Landing Environment


Match Types

Match Type

• Exact Match

• Phrase Match

• Broad Match

What can I show for?

• 24 hour oahu plumbers

• Oahu plumbers

• 24 hour restaurant

• Hour glass

• Oahu fixtures

• 24 hour handyman


How do we determine bids?

Method

• CPC bidding

• CPA bidding

• Determine what you bid is

going to be based on a

desired cost per click.

• Determine bid based on

the value and cost

associated with a click


Negatives

Prevent your ad from

being shown for queries

containing chosen terms

What would we negative?

• Close variants not related

to our services

• Undesired phrase matches

• Terms that are generating

clicks without creating

value


Ways we can target

• Geo modified

• Geo targeted

• Search language

• Device type

• Day parting

• Interests/contextual


Extensions

• Sitelinks

• Call extensions

• Review extensions

• Social extensions

• Location extensions


Product Listing Ads


brian free senior account manager the search agency … · •a brief history of search engine...

Documents