Search & Social Media Marketing

Keyword research taster session & Enrolment

1st September 2010

www.searchmarketing.salford.ac.uk1

Schedule

• 5.30pm – Introduction – Stuart Wells, Director of Management Development

Programmes, University of Salford.

• 5.40pm – Search & Social Media Marketing - Programme Overview & Keyword Reserch Taster Session for both Foundation and Professional Courses – Dr Aleksej Heinze, Salford Business School, University of

Salford

• 6.30pm – Q and A’s • 6.45pm – Buffet and Networking

STUART WELLS

Director of Management

Development Programmes

Salford Business School

University of Salford

• Long heritage as an education institution dating from before 1896

• Over 19,000 students who are part of the largest urban student population in Europe

• 83% of our research was judged of international class by the Government's latest Research Assessment Exercise

• Regarded as one of the UK's most enterprising universities

• Long-standing commitment to Employer Engagement and

Knowledge Transfer within the North-West region • £150m of investment in campus facilities over the next

five years

• "The University's presence alongside key parts of the BBC means MediaCity:UK will be one of the places where the future of the media industry will be shaped."

• Mark Thompson, BBC Director General

Media City: UK Facilities • 2 TV studios

• 2 Radio studios

• A digital media zone

• A “Living lab” for projects involving the public

• A digital performance space

Salford Business School• One of the largest Business Schools in the United Kingdom• The School is recognised as an established provider of services to

private, public and third sector organisations• Programmes are informed by business and industrial needs• Strong teaching and International standard research • 90 per cent of our academics have worked in industry, commerce or

the public sector• The Centre for Information Systems, Organisations and Society

(ISOS) is the top performing research centre of the Salford Business School.

• 11th in the world in Information Systems Research ranking – www.isos.salford.ac.uk

The Enterprise Hub

• Commercial arm of Salford Business School established in 2007

• Specialises in the provision of professional training, consultancy and knowledge transfer services on a local, national and international basis

• Team of highly experienced facilitators, backed up by efficient, customer-focussed training co-ordinators

• Enables the resources and expertise of the school to be available to private, public and voluntary sector organisations on a local, national and international basis

www.business.salford.ac.uk/academicenterprise

Our clients

To find out more about the Search & Social Media Marketing programme or to discuss collaborative opportunities, please contact

Stuart Wells Director of Management Development ProgrammesSalford Business SchoolUniversity of Salfordwww.business.salford.ac.uk

0161 295 3385s.wells@salford.ac.uk www.searchmarketing.salford.ac.uk

Search & Social Media Marketing

Programme overview

Dr Aleksej Heinze

www.searchmarketing.salford.ac.uk11

Credits

Katie Donovan - Managing Director, SEMPO Institute

www.SEMPOBoston.org

 

Richard Gregory - Chief Operations Officer at Latitude Group Limited

www.latitudegroup.com

 

Aleksej Heinze - senior lecturer Salford Business School

www.business.salford.ac.uk/staff/aleksejheinze

 

David Kreps – senior lecturer Salford Business School and MD fourquarters

www.business.salford.ac.uk/staff/davidkreps

 

Ben McKay - SEO Director – MEC

www.mecglobal.com

 

Stuart Wells – Director Management Development Programmes

www.business.salford.ac.uk/staff/stuartwells

Simon Wharton - Managing Director of PushON Ltd

www.pushon.co.uk 12

Search & Social Media Marketing

13

Time commitments• One face-to-face evening session per week:

– 16:00 - 16:30 Refreshments – 16:30 – 18:30 – 18:30 – 18:45 Refreshments– 18:45 – 20:00

• Flexible online learning material using SEMPO Institute website – circa 1 day per week in addition to the face-to-face sessions

• Foundation: 4 x evening sessions• Professional: 6 x evening sessions• Full course = 10 weeks

14

Course integration with SEMPO Institute

• Foundation: – Insider's Guide to Search Marketing

• Professional: – Advanced SEO– Effective Social Media Marketing

• SEMPO Institute: www.sempoinstitute.com

15

Insider's Guide to Search Marketing

SEMPO material (D=day)• Evolution of search – D1• How search engines work – D1 • Linking and directories – D1• Keywords - D1• SEO web design – D2• Copywriting – D2• SEO roadblocks – D2• Submissions – D2• Tracking and reporting – D4• Pay Per Click 1 – D3• Pay Per Click 2 – D3 • Total search marketing – D4• Intellectual property – D4

16

Face-to-face sessions SSMM

Day 1• How do we learn SSMM?• Search & Social Media Marketing Context• How Google and other search engines work • Developing a keyword plan

Day 2• Evaluating your web pages from search

engines’ perspective• Implementing your keyword plan by writing

content

Day 3• Pay-per-click: if you need results fast• Increasing your link popularity• Integration with Web 2.0 tools and Social Media

Marketing

Day 4• How not to manage your search & social media

marketing• SSMM as an ongoing marketing process• Learning from your website visitors’ experience

Advanced SEODay 5 – Advanced keyword research• Keyword Discovery• Refining Keyword Lists• Practical application Keyword

DiscoveryDay 6 – SEO Diagnostic and Audit• SEO Server Configuration• Web Site Architecture• SEO Web Site Page Construction

& External influencesDay 7 – Advanced Link building• Advanced Internal & External

Linking• Strategies to Acquire Good

Inbound Links• Attracting Links

Day 8 – Social Media • New Paradigm of Information Sharing • Social Media Marketing • Social Graph for Channels • The Power of Social Media Publishing • Social Media Risks & Obligations • Reputation Management

Day 9 – Editing and Optimising • How to Write Good Copy Using Keywords• How to Deal with Pages Moved or a

Remodel • How to Deal with Large Sites and Difficult

programming

Day 10 – reporting and analytics• Reporting• Web Analytics• Brand Reputation Monitoring &

Management

17

10 stages of the SSMM full programme

1. Project initiation meeting

2. Scoping and setting objectives for Search and Social marketing campaign

5. Agree key performance indicators

3. Keyword research and competition benchmarks

4. Social Media research and competition benchmarks

8. Monitoring and reporting

5. Develop a website and social media strategy

7. On-site optimisation

7. Off-site optimisation

9. Learning and optimisation

10. Ongoing project management and project review

Foundation course elements:

1. Project initiation meeting

2. Scoping and setting objectives for Search and Social marketing campaign

5. Agree key performance indicators

3. Keyword research and competition benchmarks

4. Social Media research and competition benchmarks

8. Monitoring and reporting

5. Develop a website and social media strategy

7. On-site optimisation

7. Off-site optimisation

9. Learning and optimisation

10. Ongoing project management and project review

ScheduleWeek Topic Stages

1 Search & Social Media Marketing Context F

2 Fundamental on-site optimisation F

3 Fundamental off-site optimisation F

4 Peer-presentations and Foundation review F

5 Advanced keyword research. Strategic and operational campaign management

P

6 Advanced SEO tools, diagnostics and audit P

7 Advanced link building P

8 Social Media and the impact of Web 2.0 P

9 Editing and Optimising P

10 Reporting and analytics. Peer-presentations and Professional review

P

20

Summary• Access to the latest thinking and practice in Search and Social

Media Marketing• An industry respected qualification• Enhancement of your employability profile and client recognition• Opportunity to further your skills and knowledge of Search and

Social Media Marketing• Learning method to suit your day-to-day commitments: one

evening per week attendance with online support

To book your place go to www.searchmarketing.salford.ac.uk

Or go directly to the on-line booking formwww.business.salford.ac.uk/academicenterprise/courses.php

Keyword research taster

session– 1st September

2010

22

10 stages of SSMM

1. Project initiation meeting

2. Scoping and setting objectives for Search and Social marketing campaign

5. Agree key performance indicators

3. Keyword research and competition benchmarks

4. Social Media research and competition benchmarks

8. Monitoring and reporting

5. Develop a website and social media strategy

7. On-site optimisation

7. Off-site optimisation

9. Learning and optimisation

10. Ongoing project management and project review

24

Keyword research questions

• How to decide on: – which keywords to target?– how many keywords?

25

The context of your decision

• What are the key areas of your organization? • What are your budget and goals? • What are the most profitable products/services

that you want to emphasize?• How many pages are you thinking of?

– (bearing in mind that more pages means higher cost)

• Is there an existing website or is it a new build?

26

Keyword inspiration• Information in your company documents• Your prospects • Your competitors• Using keyword clouds such as Wordle.net • …

27

Using SEO X-ray

28

Is it a new or old website?

• New websites:– It takes a long time (e.g. 1 year + for some) to build up

credit (e.g. Google page rank) with search engines – The indexing (adding to the search results) of a new

website can take three weeks +

• But:– No negative history of spamming or irrelevant content– Can do it right first time and competition are unaware of

your developments

• Old websites:– Need to evaluate the current position in terms of what

works and what does not. – How? – Analytics tools such as Google Analytics

29

New or existing website• New website:

– Start with external analysis

• Old website:– Use internal analysis– Analyse competition

30

Establishing the market• Problem: the marketer might be using

different language to the prospects• Example:

– Electrician thinks about “house rewiring” – But the customer searches for “home rewiring” – Particularly popular is the search related to “cost on

rewiring homes”

• Remember – marketing is about meeting prospects’ needs?

• So, what keyword do you optimise for?

31

Keywords selection stages

3. Popularity: how frequently are

searches made using this term

3. Popularity: how frequently are

searches made using this term

2. Specificity: how broad or narrow is

the chosen keyword

2. Specificity: how broad or narrow is

the chosen keyword

4. Competitiveness: how many competitors are targeting this term

(e.g. PPC costs)

4. Competitiveness: how many competitors are targeting this term

(e.g. PPC costs)

32

1. Relevance: to your business

1. Relevance: to your business

Source: https://adwords.google.com/select/KeywordToolExternal 33

Plan for “leather repair” business

Based on the above:Primary Keyword: Leather Car Seat RepairSecondary keywords: “leather car seat cleaner” “leather car seat care” 34

Some tips…• Consider the use of misspellings and typos

• Local dialects and abbreviations

• Singular and plurals

• Use thesaurus

• Analyse customer comments and feedback

• Research social media and feed through keyword cloud tools

35

Keyword tools• Some are free…• https://adwords.google.com/select/

KeywordToolExternal• http://freekeywords.wordtracker.com

• Some are subscription based…• www.wordtracker.com• adcenter.microsoft.com • www.keywordiscovery.com • Semrush…

36

Things to bear in mind

• It is much more difficult to increase your ranking for a popular term than a secondary one – Hence plan for immediate and long term impact

• Select 1 primary and 5 to 7 secondary keywords per web page – (you will later write content for these keywords aiming for

at least 500 words per page)

37

Plan examples• Primary keyword:

– “Leather Car Seat Repair”

• Secondary keywords: – “leather car seat cleaner” – “leather car seat care”

• Use latent semantic content – variation on a theme

38

Keyword research• Wordtracker and Keyword Discovery –

login details included you SEMPO course.

• Only 30 days free use

Keyword research objectives

1. Helping to establish a well-defined "Internet identity" for the client, and

2. Creating significant and valid keyword lists for SEO campaigns

Internet identity• Domain name

• Company name

• Products/services name and description

• Color scheme combinations

• Other ways of differentiating the website from others

Keyword Discovery process

Branding vs. Customer Acquisition

• Branding Strategy – Key performance indicator volume of impressions

• Sales are secondary to generating lots of buzz and awareness

• You are therefore interested in broader and less specific keywords

• More exposure will not bring as much targeted traffic to your web site

Branding vs. Customer Acquisition

• Acquisition Strategy – key performance indicator new customer conversion

• Conversions could be to download something, pick up the phone and make a call, go to a physical store or maybe find a local store

• The first principle is to understand the prospect needs

• These prospects are generally typing in longer and more specific keywords

• You should begin developing your keyword list with more specific keywords in mind

Branding vs. Customer Acquisition

• Which organisation would be interested in which strategy?

• Pie manufacturer

• Leather repair specialist

Hybrid or blended strategy

How many terms?

• PPC will target more than SEO

• SEO terms should be seen in groups or themes– Home page – can include 5 or so keywords– Other pages – more focused on 3 or 4 keywords

• The number of web pages on your site will determine the number of keywords needed for your campaigns – the marketing budget might include constraints too

Normalised purchasing process

Keywords for the purchasing process

Bottom line effectiveness

• Specific terms are nearer the purchasing decision and therefore would result in higher conversion rates

• Broad terms can have a higher volume of search but are least effective for conversion rates – can be very expensive when used in PPC

Seasonality of Keywords• When do people search for your

keywords – Hours– Days– Months– Seasons

• PPC is one of the ways you can be very precise in your campaigns

Seasonal fluctuation

Misspellings• Spell the word phonetically • Add or remove letters • Look at the potential for typos on the keyboard• Check if these were used by searchers using

keyword tools • Examples of local searches conducted for

– “mortgage” - 110,000 – “morgage” - 90,500– “mortegage” - 91– “morgauge” - 390– “mortage” - 49,500

http://www.google.com/jobs/britney.html• The data below shows some of the misspellings detected by our spelling correction

system for the query [ britney spears ], and the count of how many different users spelled her name that way. Each of these variations was entered by at least two different unique users within a three month period, and was corrected to [ britney spears ] by our spelling correction system (data for the correctly spelled query is shown for comparison).

Over 590 misspellingsOver 590

misspellings

Keyword research taster summary

• Search Social Media Marketing courses differences: – Foundation: provides basic understanding of the

keyword research and selection concept – Professional: in-depth understanding and strategic use

of keyword research and selection of search terms based on advanced needs

To book your place go to www.searchmarketing.salford.ac.uk

Or go directly to the on-line booking form

www.business.salford.ac.uk/academicenterprise/courses.php

56