Search Engine Optimization (SEO) -- University of Virginia Presentation

@marketingmojo | marketing-mojo.com
SEARCH ENGINE
OPTIMIZATION
Janet Driscoll Miller
President and CEO
Marketing Mojo
November 10, 2015

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Digital advertising management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR CLIENTS

WHAT IS SEARCH ENGINE MARKETING
(SEM)?
• Search Engine Optimization (SEO)
› Act of improving “natural” result rankings on search engines via tactics
that adjust elements that are important to search engine algorithms
• Pay Per Click Advertising (PPC)
› Also known as “sponsored results”, advertising that appears to the top,
bottom, or side of search engine natural results
› Typically cost is generated on a “pay-per-click” model, where advertiser
pays for each click a searcher makes on an ad, vs. the traditional online
marketing method of “cost per impression”.

ANATOMY OF SEARCH RESULTS
GOOGLE

WHY SEO?

IT’S HOW PEOPLE FIND SITES

SEO IS EVEN THE TOP DRIVER IN
MOBILE

HOW DOES
SEARCH WORK?

STEP 1:
CRAWLING AND INDEXING
(READING)

STEP 2:
THE ALGORITHM
(RANKING)

RANKING FACTORS
FOR SEO

THE FOUR MAIN FACETS OF SEO
• Keywords
• Content
• Inbound Linking
• Social Media

KEYWORD RESEARCH

CHOOSING THE RIGHT KEYWORDS
• Broad:
› Shoes
• Long Tail:
› Womens Asics Gel 2071 Running Shoes

CONTENT EDITING

CONTENT EDITING
• Search engine bots “read” your website
• Put keywords into the content of the website
• How can a search engine (or a human) know
what your site is about if you don’t tell it?

CONTENT EDITS
• Keyword should appear in:
› Filename
› Title tag
› Meta keyword,
Meta description
› Bold text
› Link text
› Overall content of the page

BRAND VS. SEO
• Sometimes brand keywords conflict with what is most
searched
• Example: Toyota Certified Used Vehicles
› Didn’t want “used cars” on the website
› Creatively edit content to incorporate the SEO keyword
without harming brand
› Example: “Toyota Certified Used Vehicles are not just any
used cars. They’ve undergone a 117-point safety
inspection.”

SCHEMA AND RICH SNIPPETS
• Schema (structured markup)
› Allows for rich snippets in Google and Bing
› Helps enable Google and Bing Knowledge Graph results

SCHEMA AND RICH SNIPPETS

SCHEMA AND KNOWLEDGE GRAPH

KNOWLEDGE GRAPH
• Shows answers directly in the
search results
• Available on Google and Bing

SCHEMA & OPEN GRAPH TAGGING
• Schema.org
› Structured data mark up that helps search
engines understand the information on pages
» Sometimes generates “rich snippets” which are
“more information.”
• Open Graph Tagging
› Helps web pages become a rich object in a
social graph

PANDA UPDATES
• Google-specific update
• Focuses on duplicate content and
thin content
• Has been a periodic algorithm update
› Now moving to be part of the real-time algorithm
• Last official update was in July 2015
› Was still rolling out as of 10/1/15

SITE SPEED

INBOUND LINKING

INBOUND LINKS:
HOW IMPORTANT ARE LINKS?
• A very important ranking factor for Google

PENGUIN UPDATE
• Google-based algorithm update
• Focuses on spammy links
• Had been periodic
› Google working on making it part of the real-time
algorithm
• Last official update was 10/17/14

PENGUIN UPDATE

SOCIAL MEDIA

SOCIAL IMPACTS SEO

CORRELATION ≠ CAUSATION

FOCUS ON SOCIAL
• Pubcon Keynote Oct. 2013
› While Google can’t necessarily crawl all of Facebook (or other social
networks) today, they clearly recognize how social influence can be a
key indicator in understanding a person’s authority. Google will
continue to try to read these social signals moving forward. So even if
some social engagement doesn’t have direct ranking impact today, it
may in the future. Just do what you can to be an authority in your
space across these social networks.

TWITTER AND GOOGLE

TODAY AND INTO THE
FUTURE FOR SEO

MOBILE

MOBILE READINESS
• https://www.googl
e.com/webmasters
/tools/mobile-
friendly/

MOBILE SEO

MOBILE APPS

SEO MEASUREMENT

SEARCH IS PERSONALIZED TO YOU

HOW SEO MEASUREMENT
HAS CHANGED
• Google now encrypts all organic searches

MEASURING SEO

PAID SEARCH

HOW IT WORKS
• Choose keywords
• Place bids for keywords
• Ad shows until daily budget runs out

SOCIAL IS NOT SEARCH
INTENT
(SEARCH
ENGINES)
IDENTITY
(SOCIAL
MEDIA)

THE INTENT CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?

RETARGETING
• Now available in both Google AdWords and
Bing Ads
• Also available in social channels like Twitter
and Facebook
• Put code on the site now!
› You can’t retroactively build an audience!

REMARKETING LISTS FOR SEARCH ADS
(RLSA)
• Store (Exact Match Campaign Only)
› Managed Remarketing Audiences:
» CTR: 18.01%
» Click Conversion Rate: 1.70%
» ROI: 320%
› Total Search:
» CTR: 15.50%
» Click Conversion Rate: 0.70%
» ROI: 102%

APP TARGETING
• Show app adds to those that do not have the
app currently installed on mobile
• Increase engagement by sending specific
messages to those who do have the app
installed
• Available in Google AdWords, Facebook and
Twitter

GOOGLE CUSTOMER MATCH

GOOGLE CUSTOMER MATCH
• Target via customer email
• Available for search, YouTube and Gmail ad
targeting
• Build custom audience segments with special
messaging

RETARGETING CROSS-CHANNEL LIFTS

TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller +JanetDriscollMiller

MOBILE IS HERE TO STAY
• On Thanksgiving mobile devices drove 52% of
all US internet traffic.
• Walmart reported 70% of orders over
Thanksgiving where from mobile devices

CONTACT
Twitter: @MarketingMojo
Facebook:
https://www.facebook.com/MarketingMojoAgency
Janet Driscoll Miller
Twitter: @janetdmiller
Google+: +Janet Driscoll Miller

Search Engine Optimization (SEO) -- University of Virginia Presentation

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Search Engine Optimization (SEO) -- University of Virginia Presentation