search smart marketing westport ct library presentation october 2014
DESCRIPTION
Search Smart Marketing Overview to SEO, Paid Search and Local Search. Westport CT Library, October, 2014TRANSCRIPT
![Page 1: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/1.jpg)
Search Engine Overview Organic Search Paid Search Local /Social Search Google Analytics
Search Engine Marketing
![Page 2: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/2.jpg)
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
![Page 3: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/3.jpg)
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
![Page 4: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/4.jpg)
“Is SEO Dead?”
![Page 5: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/5.jpg)
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
![Page 6: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/6.jpg)
Search Engines Audience Share
Google Share: Approximately 67%
![Page 7: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/7.jpg)
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
![Page 8: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/8.jpg)
The Evolution of Search Engines
![Page 9: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/9.jpg)
The Evolution of Search Engines:Universal Search 2007
News
Video
Images
Wikipedia
![Page 10: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/10.jpg)
Universal Search: changing our page scanning patterns
Source: Enquiro Research, August 2007
![Page 11: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/11.jpg)
Search Engine Optimization – Success Criteria
![Page 12: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/12.jpg)
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…
![Page 13: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/13.jpg)
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
![Page 14: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/14.jpg)
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
![Page 15: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/15.jpg)
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
![Page 16: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/16.jpg)
Website Copy
• No text graphics
• Users come first
• Descriptive
• Location, location, location.
• PHRASES not WORDS
• Plural, tenses, ings, etc.
![Page 17: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/17.jpg)
Help for the “Dumb” Search Engine
Keyword phrases that make sense
No keyword phrases
![Page 18: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/18.jpg)
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!
![Page 19: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/19.jpg)
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”?
![Page 20: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/20.jpg)
SEO Principles: Building Blocks
![Page 21: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/21.jpg)
Periodic Table of SEO Factors
![Page 22: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/22.jpg)
Paid Search: Google AdWords
![Page 23: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/23.jpg)
Google Search Results
Call Extensions
Ad Extensions
![Page 24: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/24.jpg)
AdWords Interface
![Page 25: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/25.jpg)
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!
![Page 26: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/26.jpg)
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
![Page 27: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/27.jpg)
Local Search: The Evolution
![Page 28: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/28.jpg)
Local Search: Why is it Important?
![Page 29: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/29.jpg)
Local Search: Why is it Important?
![Page 30: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/30.jpg)
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
![Page 31: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/31.jpg)
Local Search: SEO
![Page 32: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/32.jpg)
Local Search: Reviews
![Page 33: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/33.jpg)
Google+ Page
![Page 34: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/34.jpg)
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.
![Page 35: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/35.jpg)
Conflicting Data Causes Confusion at Google
Primary listing
![Page 36: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/36.jpg)
2013 Local Search Harmful Ranking Factors
![Page 37: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/37.jpg)
Listing Resources
![Page 38: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/38.jpg)
Listing Resources
![Page 39: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/39.jpg)
Listing Resources
![Page 40: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/40.jpg)
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
![Page 41: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/41.jpg)
Search Marketing: Measuring Successwith Google Analytics
![Page 42: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/42.jpg)
Analytics Code
![Page 43: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/43.jpg)
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
![Page 44: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/44.jpg)
Reviewing Your Data – Report #1
![Page 45: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/45.jpg)
Reviewing Your Data – Report #2
![Page 46: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/46.jpg)
Reviewing Your Data – Report #3
![Page 47: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/47.jpg)
Reviewing Your Data – Report #4
![Page 48: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/48.jpg)
Reviewing Your Data – Report #5
![Page 49: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/49.jpg)
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
![Page 50: Search Smart Marketing Westport CT Library Presentation October 2014](https://reader033.vdocuments.net/reader033/viewer/2022052905/5584e47ed8b42a89408b52be/html5/thumbnails/50.jpg)
What’s Next for 2015
• Google Penguin Update• Unnatural Links
• Content– Quality– Relevance– Freshness
• Social Signals• Site Performance• Mobile