dan richardson
TRANSCRIPT
SEARCH MARKETINGDan Richardson – Not Just SEO – March 2017
10+ Years Digital ExperienceDell, Nokia5 Years Solo
ABOUT
3 ½ yearsVarious clientsPaid & Organic SearchMigrations/Projects
SCREEN PAGES
@notjustseouklinkedin.com/in/danrich12/
CONNECT
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SEARCH MARKETING FOR 2017
We live in a multi-device world, where mobile is rapidly taking over as a means of searching, browsing and buying. It’s our jobs as Marketers to present the most
relevant content to customers in a fast and relevant manner. Here’s some ideas on how to achieve this.
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THE WISH LIST
1. Speed
2. Secure - HTTPS
3. Google Updates
4. Local SEO
5. Schema and Rich Snippets
6. Accelerated Mobile Pages - AMP
7. Adwords – Quality Score
8. Adwords – New Customisers
9. Attribution
10.Data Studio
ORGANIC
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PAGE SPEED – MAKE IT FAST
Faster sites not only rank better, they convert better
IT’S ALL ABOUT SPEED
“Deliver and render the above the fold content in under one second”
GOOGLE DEVELOPERS
Keep an eye on them, but don’t sacrifice quality
IMAGES
Source: https://www.thinkwithgoogle.com/articles/mobile-page-speed-new-industry-benchmarks.html
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HTTPS – PLAN FOR
It matters for:• Ranking factor• Trust• Future proofing• Lots of Google
messages
BENEFITS
Google beginning now (with Chrome V56) to mark pages as ‘not secure’
WARNINGS
Easy to get this wrong, so don’t just jump in – consider as part of any M2 migration/upgrade
PLAN CAREFULLY
Checklist: http://www.practicalecommerce.com/articles/134690-SEO-How-to-Migrate-an-Ecommerce-Site-to-HTTPs
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PENGUIN 4.0 & GOOGLE UPDATES
Quicker updates but ‘offending’ pages still need recrawling
REAL TIME
2 in last 6 weeks, nicknamed Phantom and Fred – link (fussy) and Ad related (open Googlebot)
RECENT UPDATES
Organic Landing Pages in GA. Disavow clearly bad links.
CHECK
For anything link or penalty related, follow:@kerboo - @Marie_Haynes - @PaulDavidMadden
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LOCAL SEO
1 Take advantage of mobile search increases. Screenshot shows prominence
IMPROVED VISIBILITY
2 Use Moz tool at: https://moz.com/local/overview - lots of dupes and errors out there
CHECK OWN LISTING
3 Use sites such as BrightLocal or Whitespark to manage citations (links or mentions) at scale. Few $ each
BUILD CITATIONS
4NOT ONLY FOR ‘LOCALS’
Some of the links carry high DA and trust. Helps form the glue between you as a business and how Google interprets you
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SCHEMA & RICH SNIPPETS
Boosted:• Rich Snippets• Events• Reviews• Products (gold
stars)
SERP Visibility
Read more on Schema: https://www.brightlocal.com/2016/11/16/schema-demystified-schema-101/
Use schemaapp.com
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Guardian – AMP STUDY
Fast, cut down pages:• Mobile Only• Open Project• Perfect for blogs• Coming to
products
What is AMP?
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Guardian – AMP 2
PAID
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ADWORDS
RELEVANCE
CTR
To get the most out of Adwords, you need to show the right Ad leading to the best page that satisfies the search intent regardless of device, location or time
IT’S ALL ABOUT RELEVANCE
Hugely important as determines how much you pay or even appear.
QUALITY SCORE
Biggest component of QS, bit of a vicious circle. You need impressions and clicks – relevant ones.
CLICK THROUGH RATE
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ADWORDS EXTENSIONS
MESSAGESMS straight from Ad copy
REVIEWSIntegrate for orange stars
CALLOUTSSell your brand
CALLSClick to call from
mobile
LOCATIONSShow your
stores/offices
SITELINKSClick to deeper
pages
STRUCTURED SNIPPETSShow brands and services
EXTENSIONS INCREASE CTRCTR BOOSTS QSHIGHER QS = LOWER CPCs
TIP: Disable Automated Extensions
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IMPACT OF QUALITY SCORE
1. Relevance of kw to Ad copy and Landing Page
2. Keep keywords to a theme
3. Pause/move low performing QS kws
4. Keep close eye on new campaigns
5. Use broad(er) match to get impressions in
6. Use –ves wisely
7. QS no bearing on Display Network campaigns
8. Use bid modifiers for mobile/location/time
9. ..but watch out as these roll up
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NEW – AD CUSTOMISERS
1. Use countdown Ads for Sales/Time Offerings
2. 12% CR improvement on recent use
3. Creates sense of urgency
4. Allow space for ‘minutes’ not just ‘days’
5. Use IF for mobile calls to action
6. Use IF Audience for remarketing lists differences
7. Combine IF and Countdown!
8. Needs ‘normal’ Ad to run in same Adgroup
MEASUREMENT& REPORTING
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ATTRIBUTION
Is different between Adwords (first click) and Analytics (last click)
COUNT
Show touchpoints, people often convert after ‘x’ visits – not just 1!
MUTLI-CHANNEL FUNNELS
Credit respective channels and understand strength of each
ASSISTED CONVERSIONS
Read More: https://www.searchenginejournal.com/taking-a-deeper-look-at-conversion-paths-in-google-analytics/187115/
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GOOGLE DATA STUDIO
Running 2 stores? Pull all data into one document
MULTIPLE SOURCES
Slick interface, easy to build and manipulate, add branding and message boxes. Share quickly
GET CREATIVE
Read More: https://analytics.googleblog.com/2016/07/google-data-studio-for-ecommerce.html
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Bonus - @methode
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WRAPPING UP
HTTPSAMP & Schema
TOMORROWTODAY
SPEEDAdwords Innovations
QUALITYLinks
ContentSite
ONGOING
Attribution & Reporting
THANK YOUQUESTIONS?