SEO, SEM & Social - Intro, Best Practices & Campaign Tools
1. SEO, SEM, Social
Best Practices &
Campaign creation tools
Luke Freeman
Digital Marketing Coordinator, ABC
W: lukes.me T: @lukefreeman
Originally presented for GeneralAssemb.ly Sydney
2. AGENDA 2
‣ Digital Marketing
‣ Search Engine Optimisation (SEO)
‣ Basics, Best practices & Tools
‣ Search Engine Marketing (SEM)
‣ Basics, Best practices & Tools
‣ Social Media
‣ Basics, Best practices & Tools
4. DIGITAL MARKETING 4
Benefits
‣ Simple to start
‣ Highly targeted
‣ Measurable
‣ Controlled budget
‣ Increased brand awareness
‣ Immediate feedback
= very efficient
5. DIGITAL MARKETING 5
Search Engines
‣ Google AdWords Note: YouTube (videos) and eBay
‣ YouTube (Yes! YouTube is #2) (shopping) make the list, and
‣ Yahoo Facebook almost makes the Top 10
‣ Baidu (Chinese, Japanese) list.
‣ Bing (formerly MSN/Live)
‣ eBay (Yes! The shopping site) Google accounts for
‣ Naver (Korean) 2/3 of global searches
‣ Ask.com and 90% of Australian
‣ Yandex (Russia) queries.
‣ AOL
6. DIGITAL MARKETING 6
Advertising Networks
Search There are many other
‣Google AdWords smaller networks or
‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher
Social minimum spends.
‣Facebook
‣LinkedIn (limited applicability) These are not relevant
to SMBs in most cases.
Display
‣Google Display & YouTube (via AdWords)
7. DIGITAL MARKETING 7
Advertising Networks
Search There are many other
‣Google AdWords smaller networks or
‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher
Social minimum spends.
‣Facebook
‣LinkedIn (limited applicability) These are not relevant
to SMBs in most cases.
Display
‣Google Display & YouTube (via AdWords)
19. SEARCH ENGINE OPTIMISATION 19
How Search Engines Work
‣ Spiders (crawlers/bots) follow links to find pages
‣ Pages are added to the SE index
‣ Users enter queries into the interface
‣ Relevancy algorithms determine the results
20. SEARCH ENGINE OPTIMISATION 20
How Search Engines Work
crawled pages in the index
+
( phrases + parameters )
+
relevancy algorithms
=
search results
23. SEARCH ENGINE OPTIMISATION 23
Best Practices
‣ Accessible, quality content
‣ Keyword research and targeting
‣ Link building
‣ Social
‣ Measure & optimise
25. SEARCH ENGINE OPTIMISATION 25
Accessible, Quality Content
‣ Machine readable & accessible to the visually impaired
‣ Unique (don’t duplicate content)
‣ SEO friendly coding – proper use of meta information and HTML tags
‣ Logical site architecture – every page is a potential landing page
‣ Search friendly URL structures
‣ Submit sitemap.xml to search engines and keep it up to date
‣ Proper use of Robots.txt
26. SEARCH ENGINE OPTIMISATION 26
Keyword Research and Targeting
‣ What would you search for?
‣ What would your customers search for?
‣ What would your customers really search for?
27. SEARCH ENGINE OPTIMISATION 27
Keyword Research and Targeting
GOOGLE
KEYWORD
TOOL
Use alongside
Google’s traffic
estimator to find new
ideas and their
potential.
28. SEARCH ENGINE OPTIMISATION 28
Keyword Research and Targeting
GOOGLE
TRENDS
Formerly “Insights for
Search” you can
compare the trends
over time and
capitalise on upcoming
trends.
29. SEARCH ENGINE OPTIMISATION 29
Keyword Research and Targeting
COMPETITO
R
RESEARCH
Finding out the
keywords, structure &
descriptions that a
competitor uses & their
backlinks can help
provide ideas.
31. SEARCH ENGINE OPTIMISATION 31
Link Building
#1 EASIEST thing to do is to list your site on major directories like:
‣Yellow Pages
‣True Local
‣Google Places/Local/Merchant
‣Hot Frog
‣Gumtree
‣eBay (make a store)
‣Whereis
‣Local Buzz
‣Many more!
32. SEARCH ENGINE OPTIMISATION 32
Link Building
Other more long term, however easy, solutions include
‣Formally requesting links from people – Scalability: Low, Quality: High
‣Competitive research – Scalability: Low, Quality: Moderate
More advanced techniques:
‣Linkbait/viral campaigns
‣Content/technology licensing
‣Partnerships, exchanges & trades
‣Paid links
33. SEARCH ENGINE OPTIMISATION 33
Social Media for SEO
Great qualified, consistent links will help SEO:
‣Facebook
‣Twitter
‣Google plus
‣Youtube
‣Wikipedia (be very careful & only if relevant)
‣Much more!
Social media can be part of your content strategy
35. SEARCH ENGINE OPTIMISATION 35
Measuring Tools
‣ Google Analytics (or other website analytics packages)
‣ Google Webmaster Tools
‣ Bing Webmaster Toolbox
‣ Open Site Explorer
‣ Wordstream
‣ SEOMoz (in particular their Rank Tracker)
‣ SEOBook (in particular their Rank Checker)
‣ WebPosition
‣ Raven Tools SERP Tracker
36. SEARCH ENGINE OPTIMISATION 36
Learning Tools
Websites:
‣SEOMoz.org
‣GoogleWebmasterCentral.Blogspot.com
‣SearchEngineLand.com
Books
‣Basic - Search Engine Optimization For Dummies
‣Advanced - The Art of SEO: Mastering Search Engine Optimization
37. SEARCH ENGINE OPTIMISATION 37
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn
‣ Excel – any spreadsheet application will do
39. SEARCH ENGINE MARKETING 39
WHY?
‣ Relevance
‣ Return on Investment (ROI)
‣ Reach
HOWEVER… you can only build good search campaigns
for things that people are searching for!
50. SEARCH ENGINE OPTIMISATION 50
AdWords Best Practices
‣ Tightly structure your Campaigns & AdGroups
‣ Do extensive keyword research
‣ Use all match types
‣ Use negatives heavily
‣ Focus on highly relevant creative
‣ Constantly be testing your ads
‣ Use all applicable Ad Extensions
‣ Track conversions & optimise towards them
53. SEARCH ENGINE MARKETING 53
Keyword Research and Targeting
GOOGLE
KEYWORD
TOOL
Use alongside
Google’s traffic
estimator to find new
ideas and their
potential.
54. SEARCH ENGINE MARKETING 54
Keyword Research and Targeting
GOOGLE
TRENDS
Formerly “Insights for
Search” you can
compare the trends
over time and
capitalise on upcoming
trends.
55. SEARCH ENGINE MARKETING 55
Keyword Research and Targeting
COMPETITO
R
RESEARCH
Finding out the
keywords, structure &
descriptions that a
competitor uses & their
backlinks can help
provide ideas.
56. SEARCH ENGINE OPTIMISATION 56
Keyword Research and Targeting
SEARCH
TERM
REPORTS
Find out what search
terms your keywords
are being matched to
by Google.
57. SEARCH ENGINE OPTIMISATION 57
Keyword Match Types
The keyword “used book” can match to the following search terms
depending on its match type:
58. SEARCH ENGINE MARKETING 58
Negative Keywords
If you have a negative keyword "college" then the phrase
"used college book" will not trigger your broad keyword
"used book”.
Search term reports are very useful for discovering
negatives (“free” is the most common one).
60. SEARCH ENGINE MARKETING 60
Writing Quality Ads
‣ Use up the allotted characters (get your money’s worth)
‣ Add in sensible punctuation
‣ Sell your product
‣ Think of your audience
‣ Attention grabbing titles
‣ Call to action
‣ Include keywords (preferably in headline)
‣ Benefit driven ads
‣ TEST, TEST, TEST
‣ AND TEST SOME MORE
62. SEARCH ENGINE MARKETING 62
Ad Extensions
‣ Display a map with your business location(s)
‣ Show product images, titles and prices
‣ Link to additional pages within your site
‣ List a click-to-call phone number
‣ Connect your Google+ page to your ad
‣ Include your business’ seller ratings
‣ Collect Email addresses
63. SEARCH ENGINE MARKETING 63
Conversion Tracking
Using Google Conversion Tracking tags or Google Analytics Tags you can
track directly from within AdWords.
Third party conversion tracking and bid management tools are also
available such as Adobe AdLens (formerly Efficient Frontier), DART Search
or Marin.
You should optimise your bidding based on an ROI or CPA basis.
67. SEARCH ENGINE MARKETING 67
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn
‣ Excel – any spreadsheet application will do
69. SOCIAL MEDIA MARKETING 69
Why Social Media for Business?
‣ Social proof – savvy consumers expect it
‣ Humanise your brand – no marketing speak!
‣ Build influence sphere – networking and credibility
‣ Your competitors are there
‣ Your audience are using it
‣ Google is watching – helps your SEO
‣ Great brand exposure – serendipitous discovery
‣ Next generation of word of mouth marketing
‣ High quality links back to your site – helps SEO
‣ Opens up conversation – hear your audience and act!
71. SOCIAL MEDIA MARKETING 71
Social Media Content
‣ Content is king!
‣ Engagement is key – photos, videos, conversation work well
‣ Define your goals
‣ Track your performance (engagement, growth & sales)
‣ Use the different platforms appropriately
‣ Develop a content plan and stick to it (spreadsheets are useful)
‣ Develop a listening strategy and stick to it
‣ Develop a style and stick to it - don’t use “marketing speak”
‣ K.I.S.S
‣ Assess, reassess and put what you learn into action
72. SOCIAL MEDIA MARKETING 72
Social Media Advertising
Facebook is where it is almost
all at for the moment.
In some cases LinkedIn and
StumbleUpon work well.
Twitter is expensive.
73. SOCIAL MEDIA MARKETING 73
Facebook Advertising
‣ Click through rate is everything
‣ Promoted posts work best
‣ Best promoted posts are photos, videos
‣ Segmentation is essential – use Power Editor
‣ Link back to website – use short URLs with tracking
‣ Give special deals
‣ Generate conversation
‣ Must make sense with content strategy
82. SOCIAL MEDIA MARKETING 82
Links within Posts
‣ Wherever possible link back to the
website
‣ Shorten URLs with services like
bit.ly
‣ Put tracking code within your URLs
83. SOCIAL MEDIA MARKETING 83
Advertising Content
‣ Do not use “marketing speak” for promoted posts
‣ Give special deals to your fans (literally short for fanatics, these guys are
disciples)
‣ Generate conversation (e.g. ask questions, this will give you a higher EdgeRank)
‣ Must make sense with content strategy
87. SOCIAL MEDIA MARKETING 87
Advertising Tools
‣ Facebook Power Editor
‣ Adobe AdLens
‣ Ignite Social
‣ Qwaya
‣ Social Ads Tool
‣ Clickable
88. SOCIAL MEDIA MARKETING 88
Absolutely Must Have Tools
‣ Yourself – plan ahead, know your products, stay diligent & learn
‣ Excel – any spreadsheet application will do