In2itive Search Engine Marketing - Willamette University - October 13

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
In2itive Digital Marketing
In2itive Search LLC - Confidential
10/8/2013

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 10/8/2013

About In2itive Search LLC
 Google AdWords, Google Analytics, and Microsoft AdCenter
Certified
 Digital marketing consultants since 2007
 Two point one employees
 Principle based organization – Partners First
 Service guarantee
 Involved in local and national organizations
 PDXAMA, SEMPDX, ReFit, Shadow Project
10/8/2013

In2itive Capabilities
 Pay Per Click
 Worked with small to large accounts ($500 – over $1m)
 Search Engine Optimization
 Audited hundreds of sites to increase organic search traffic and conversions
 Provides plans and recommendations for successful link building strategies
 Social Media
 Audited and provided new strategy for increased engagement, traffic and
conversions
 WordPress Web Design
 Ecommerce, professional services, blogs
10/8/2013

Why Should You Care?

Search
Engine
Marketing
Pay Per Click
• Quality Score
• Mobile
• Remarketing
• Social Media
SEO
• On-Site
• Off-Site
• Local
• Social Media

Advertising
Results
Organic
Results

Advertising
Results
Organic
Results
Local
Results
Social
Results

~95% of all clicks happen on the first page of Google

Do you own one of
these?

Then people will find your
website through keyword
searches on Google (Bing
& Yahoo Too)

Keyword
Research

Keywords help people find what
they’re looking for online

Increase traffic, leads, sales & profits

On-Site SEO Factors – Over 200
2013
 Valuable Content
 Keyword usage
 Title
 H1s & H2s
 Friendly optimized URLs
 UX
 Sharable
 Crawlable
 Markup
Prior
 Keyword usage
 Title
 Metas
 H1s & H2s
 Friendly optimized URLs
 Images
 Internal Linking Structure
10/8/2013

http://bit.ly/optimizedmoz
page

Schema & Rich Snippets
10/8/2013

Off-Site SEO Factors
 Relevant links
 Keyword focused anchor text – NOT OPTIMIZED
 Many link sources (think votes)
 Social mentions
 Google+
 Shares/Likes (Twitter, LinkedIn, Facebook, etc.)
 Site history
 Click through rate – Control titles and metas
 Engagement metrics (Bounce rate, dwell time, etc.)
10/8/2013

Social Impacts SEO
10/8/2013

 Name, Address, Phon
e Number
 Categories
 Reviews
 Citations
 Site Optimized for
Local SEO
10/8/2013
Local SEO

Local Search Universe

Local Search Ranking Factors - 2013
10/8/2013
http://bit.ly/mozlocalranking

Major Changes Last 2.5 Years
10/8/2013

What Changed?
Panda – User Experience
 Starts with humans
 Targeted content farms
 Scrapper sites
 Ads above the fold
 Multiple updates and refreshes
(30+ to date)
Penguin – Black Hat SEO
 Link schemes
 Keyword stuffing
 Over optimization
 Cloaking & sneaky redirects
10/8/2013

 Use more social media
 Focus on quality not quantity
 Write link-worthy content and
share it
10/8/2013
Be A Better Marketer

Last Month – Joy of Being an SEO – Not!
 Hummingbird
 Fast and precise
 Still works with Panda and Penguin
 Way we search has changed over past 10 years
 Makes long tail and conversational search better
 Car Engine Example
 Google “Not Provided”
 Encrypted search
 Organic keywords are no longer available in Analytics
 Work arounds
10/8/2013

1. Keyword research
2. On-page updates
3. Content & link strategy
4. Share amazing content
5. Monitor, measure, mone
tize – Didn’t Cover!
10/8/2013
SEO Strategy – A Must Have

 Matched keyword’s click through rate (CTR) on Google - Popular
 Relevance of the keyword and ad to the search query and
landing page
 Historical keyword performance on Google.com
 Other relevancy factors that continually evolve
Quality Score is a dynamic variable assigned to each of
your keywords. It's calculated using a variety of factors
and measures how relevant your keyword is to your ad
text and to a user's search query.
Courtesy of Google
Quality Score Explained – Pay Less, Get More

Courtesy of Google
 “Relevance is the key to a successful AdWords campaign on Google” -
Google
 AdWords is designed to reward relevance with high quality scores
Max
CPC X
Ad rank is determined by an auction
of the ad’s relevance and the amount
advertisers are willing to pay
Your bid Determined by Google
Quality
Score
How Quality Score - Save You Money

46
Quality Score Example

Key Ad Components - Increase Quality Score
47
Headline
Display URL
Description
Sitelinks
Local Extension

48
Landing Pages

A/B vs. Multivariate Testing

53
Enhanced Campaigns

54
Location Targeting

Mobile Device Targeting

Day Parting - Scheduling
56

Remarketing – Creepy Internet

Remarketing Example
58

Demographic Targeting – Display Advertising
10/8/2013

Local PPC – Google Maps

Facebook Advertising
 Social advertising historically has terrible CTR
 Makes sense as people don’t want to be interrupted to sell you something you don’t want
 Turned Facebook into their third largest revenue driver behind word of mouth and AdWords
10/8/2013

Facebook Ad Examples
10/8/2013

Why both?

Questions
10/8/2013

Resources
 Me – Nick Footer
 nick@in2itivesearch.com
 5032064988
 BrightLocal, Moz, Raven, WordStream
 Searchengineland.com, Davidmihm.com, ppchero.com
 Google Online Marketing Challenge
10/8/2013

In2itive Search Engine Marketing - Willamette University - October 13

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