10. Bing Map – @annstanley
listing through My118 Information
11. @annstanley
1
Pay Per Click in Action
User
submits
search
2
Listings
dynamically
ordered by
bid price &
relevancy
3
User clicks
on paid link,
triggering
payment to
Google
12. Ad Extensions: @annstanley
Sitelinks and Local extension (map)
15. @annstanley
Managing PPC – what’s important
• Granular set-up of the account to increase relevancy – 100-1000’s of
keyphrases in discrete ad groups (with a matching ad and landing page)
• Quality Score is Google’s measure of relevancy – it affects your position
and how much you pay (e.g. QS of 8/10 you pays half as compared with
4/10 to achieve the same position)
• Click through rate – pause phrases and ads with a CTR below
<1%, otherwise this drags down your QS
• Position and bidding – you may have to bid lower (cost per click) and
settle for position 3-6 to avoid the bidding war of position 1-3, where the
CPC will be too high!
• Cost per acquisition (CPA) – most sites have a typical conversion rate of
1%. Your cost per sale or lead will be 100 x your cost per click – can you
afford this?
• Conversion and revenue optimisation – invest in what works (keyphrases
and ads) and pause what does!
17. @annstanley
How Search Engines Work
A search engine is made of three basic components:
A Spider or Robot A Storage System A Matching Process or
An automated browser, it or Database Relevancy Algorithm
searches the web for new A record of all the pages The rules that tell the search
websites and changes to viewed by the Spider engine how to determine
websites then views the what would be relevant to
web pages and strips out your search
the text content
23. @annstanley
On-page factors
• Title Tag
• Meta Tags (description, keyword etc)
• Content
• Heading content
• Frequency of phrases (how many times they are
mentioned)
• Density of phrases (proportion of the text)
• Internal Link structure with anchor text)
• Image optimisation (file names, Alt tags)
• Avoid Spam techniques and over-optimising
• Create new ongoing content on your site e.g. a
blog
24. @annstanley
Steps to optimise your website
1. Carryout keyphrase research (where possible use PPC data)
2. Prioritise your keyphrase by high search volume and low
competition (does the keyphrase convert?)
3. Produce a topic and a page plan (ie which pages are to be
optimised with which phrases)
4. Write new optimised content or existing and new
pages, (URL, title, description, headers, keyphrase density, anchor
text, image optimisation)
5. Upload your content through your CMS and add new links from
the homepage for new pages e.g. in the footer (you may need to
get your developer to do this)
6. Add new optimised content every week via a blog
7. Share your content through social networking
8. Review results using Webmaster Tools and Analytics
25. @annstanley
Off-page factors
• Domain age
• Domain name
• Filename/full URL
• Directory listings
• External Link Structure
• Anchor text of inbound links
• Page quality of inbound links
• Social bookmarks
• Reviews and testimonials
• Social indicators especially Google +1 and Facebook
“Shares”
26. @annstanley
Getting Links
• Content that people will want to link to
• Free stuff
• Blog posts
• Useful documents/articles/whitepapers
• Online tools
• Video and audio
• Your content on other sites
• Article syndication site
• Guest blogging
• Online PR
• Directories
27. Blogging – @annstanley
Fresh Content, SEO, link bait and sharing
28. @annstanley
Importance of social
• Direct traffic - e.g. Brand pages
(Facebook, Google Plus, Twitter, LinkedIn)
• Community, loyalty and word of mouth -
(Facebook
Likes, Twitter, Reddit, Digg, Delicious)
• SEO benefit - Referrals, links and social
indicators (Google Plus, Facebook
Shares, social bookmarking)
33. @annstanley
Call tracking technology - dynamic
phone number creation with each visit
• New phone tracking software is now available to
determine the keywords that triggered a phone call
from your website
• Ideal for B2B and brochure sites where conversions
are mainly over the phone, rather than by online
forms
• Dynamic code is added to your website, which
generates unique phone numbers every visit
• If the number is called it is redirected to your normal
phone number, with the option to record the call
• The users’ referral data is sent to the tracking
software and a virtual page is fired and tracked in
Analytics
• A Goal can be set-up in Analytics and imported back
into AdWords to allow “Call Optimisation”
36. @annstanley
Optimise for the user –
not search engines
• Making sure a site is optimised to provide a
rich, relevant and rewarding experience for
visitors is the best way to avoid Panda
penalties, which means:
– No duplicate content
– All pages to have unique, relevant and useful content
(even the 1000s of product pages on ecommerce
sites!)
– Good levels of interaction on site (low bounce
rates, inbound links to ‘deep’ pages, social mentions
etc…)
37. @annstanley
Penguin
• Google Algorithm change to “penalise” sites with:
– Unnatural and poor quality links (very high
numbers, high proportion of “exact match anchor
text”, links on every page of a website, poor
quality source of links)
– Search spam – keyword stuffing
• P-Day = 24th April – if you had a significant drop in
traffic then you were affected by Penguin update
• You may have received an “unnatural links” warning
in your Webmaster tools
• Clean your site up, remove bad links (on other sites)
and put in a “reconsideration request”
• Bing has introduced a “disavow” feature in Bing
webmaster tools. Google expected to follow.
38. @annstanley
What next?
• Device responsive design, so you have one Universal website
that works on all devices
• Only 7 organic results on Page 1 of Google!
• Google Plus will become the “New Google” (i.e. integration of
many features in one platform/interface)
• More emphasis on content and quality, so an excellent
opportunity for marketers to exploit copy writing skills and
the knowledge base within the company
• Social will become more important to search and will also
become the “new spam”
• More change, more innovation and more surprises!
39. @annstanley
Thank You
Ann Stanley
@annstanley
ann@anicca-solutions.com
www.anicca-solutions.com
Notes de l'éditeur
Google is constantly experimenting with different ways of displaying the search results.This screen drop shows some of the recent changes to the results:The red colour indicating the Geo-targeting in the display optionsThe URLs appearing under the title tag and above the description in both the organic and paid adsThe addition of the +1 symbol next to the title and preview buttonsIn this case the map appears top right and pushes the ads down. The other differences in Google only become apparent when you are logged into a Google account. The results will start to appear as you type the search term (Google Instant). You will also see different results based on your history, your location and also your social connections. This means that you can see items shared or liked by anyone you are connected to via your Gmail and Twitter accounts.
This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).