What's been happening in Organic Search and SEO
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An update on search engine marketing and organic search, particularly changes in the Google Algorithm and how to get found online.
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What's been happening in Organic Search and SEO
- 1. CHAPTER 8 SEARCH MARKETING: SEO AND PPC: UPDATED 8/2016
- 2. Search Usage Dependence Grows at Breakneck Speed WHY DOES SEARCH HAVE SUCH AN IMPACT? More than half of the users online any given day use search!
- 3. EVERYONE USES SEARCH • 92 percent of U.S. Internet users have used search engines. • 93 percent of B2B purchase start with search. • 81 percent of retail purchases begin with an online search. • 48 percent of mobile searches start on search engines, 33 percent on branded websites and 26 percent on branded apps. http://www.internetlivestats.com/ google-search-statistics/
- 4. WHO SEARCHES? • Although 96 percent of the youngest adult Internet users (ages 18 to 29) used search engines, 87 percent of the oldest users (65 + ) also still use search engines to find information online. • There are no significant differences by gender or race/ethnicity in terms of those who say they used search “yesterday.” • Those with higher incomes and who have attended college are, however, slightly more likely to use search engines to find information online 4
- 5. ADVANTAGES OF SEARCH •Used by Most Consumers and B2B Customers •Organic Search is ‘Free’ •People are Looking for Your Product/Service 5
- 6. MARKETERS ALSO USE SEARCH FOR EVERYTHING Branding Online sales Lead Generation Drive Traffic Provide Content
- 7. SEARCH IS GOING TO BE 40 BILLION DOLLAR INDUSTRY • Growth rate has been explosive • Job growth follows
- 8. VALUE OF SEARCH MARKET RISING 8
- 9. TYPES OF SEARCH • Directory Listings • Search Engine Marketing (SEM) • Search Engine Optimization (SEO), also known as Natural or Organic Search • Pay-per-click (PPC), also known as Paid Search 9
- 10. WHAT’S THE DIFFERENCE? • SEO • SEM • PPC 10
- 11. EACH TYPE OF SEM HAS ITS ROLE 11
- 12. KEY TERMS FOR ORGANIC SEARCH • Keywords– Words or phrases selected when making a search (can also be used in other contexts) • Meta name– Also known as meta tag or meta element and is in the header portion of a site’s HTML code • Algorithm –Displays the search engine’s ‘best guess’ as to which pages are most relevant • Title Tag–Title in blue bar at top of web page; important for SEO Rankings 12
- 13. WHAT DOES A PAGE RANK INDICATE? A. How important a page is on the web B. How important a search rankings are on the web C. How important a search term is on the web
- 14. HOW SEARCH WORKS 14 Query– User-Initiated search term Index Server– Stores information previously categorized Spiders– Or ‘robots’ are programs ‘crawl’ the web and follow every link or piece of data they see and bring back to index server SERP– Search Engine Results Page
- 15. WHAT SPIDERS SEE 15 Spidered Text : ESPN: The Worldwide Leader In Sports EDITIONS: USA DEPORTES More Asia Australia Brazil United Kingdom CITIES: BOSTON CHICAGO DALLAS LOS ANGELES NEW YORK ESPN Tablet Version LIVE NOW:ESPN SportsCenter LIVE TODAY:ESPN3, ESPN2 Louisville-UNC, Noon ET LIVE TODAY:ESPN3, ESPN Minnesota at Purdue, Noon ET LIVE TODAY:ESPN3 Euro 2012 Qualifier, 1:30 p.m. ET Shop MLBNCAAFWNBAGOLFNHLSoccerNFLmyScores All Scores » Your Web Browser is no longer supportedTo experience everything that ESPN.com has to offer, we recommend that you upgrade to a newer version of your web browser. Click the upgrade button to the right or learn more.UpgradeFAQs TOP STORIES SPORTSCENTER VIDEOS Masterpiece Theatre Game 5's pitching matchup was special (on paper). Friday night, Chris Carpenter and Roy Halladay delivered a 1-0 classic, as Carpenter and the Cards reached the NLCS. Jayson Stark »Recap » Drew Hallowell/Getty Images Cards In NLCS Classic in Philly The High Life Brewers in NLCS GameDay Preview Rivals in Dallas Lynx Win Title Sweep Dream NFL Final Word Week 5 preview MyESPN NFL MLB NBA NHL NCAA FB NCAA BB NASCAR SOCCER GOLF TENNIS BOXING MMA MORE SPORTS INSIDER SN RADIO& MORE PAGE 2& COMMENTARY FANTASY& GAMES WATCH HEADLINES MY HEADLINES SHARES Carpenter pitches Cards into NLCS | Classic Morgan, Brewers reach NLCS | 'Tony Clutch' Sources: NBA-union meeting not happening No. 5 Boise St. dominates in win over Fresno Report: Big East talking expansion | Big Ten set Gore: Eagles threw in towel as Niners rallied Wilson-Verlander set for Game 1 ALCS duel NCAA suspends Buckeyes' Posey 5 more games Tiger close to Frys.com cut line | More work Lynx win first WNBA title | Long time coming Harris: CFB upset picks | Sim every game MORE NEWS Headlines | Calendar | Most Sent | Wire | Videos BILL SIMMONS PRESENTS Simmons' Week 5 Picks Laying down all the odds. Story » On Closer Examination How the Saints create space & havoc » Order now: Grantland Quarterly » RICK REILLY Andrew Luck Sweepstakes The NFL's biggest loser will be a winner come the 2012 draft. Column » 'The Herd:' Tanking to get Luck LANCE ARMSTRONG The seven-time Tour winner will never forget his exceptional friend Steve Jobs. Column » Oklahoma-Texas Rivalry belongs to UT » Sooners' stingy D » NFL Insider Sneaky FFL pickups » Kiper: Buying Cincy » Jason Grey Texas depth reigns »Cameron: Tiger flip » All Insider content » GOLF Tiger said he needed more reps. He'll get 36 more holes at the Frys.com Open. Bob Harig » Tiger Makes Cut UFC 136 Red Ink Preview Edgar vs. Maynard » UFC 136 Picks Experts' » Pros' » Five Rounds Challengers' roles » Hot Button Best chance at upset? » UFC 136 » VIDEO: HAVE YOU SEEN...? The Body Issue We take you inside ESPN The Magazine's photo shoot for the annual Body Issue. See more » Behind The 'Stache Brewers closer John Axford talks to Amy K. Nelson about his unique journey to the majors. More Videos » FANTASY FOOTBALL Week 5 Rankings QB » RB » WR » Flex The Hard Count Jets vs. Pats' Welker » Fantasy Focus Previews and injuries » Football Outsiders The best matchups Pigskin Pick 'Em » THE LIFE The "Baseball Tonight" theme song showdown finale is here. It's Zakk Wylde vs. Grace Potter & The Nocturnals. Listen and vote ALCS: TIGERS vs. RANGERS Kurkjian: Five questions about Tigers-Rangers » Durrett: What to watch for » ESPN Dallas » SportsNation: Who wins the series? » ALCS » MUST SEE Carlisle: U.S. eager to give Klinsmann first win Blount: Bowyer now a fan of new boss Waltrip Rugby WC: Wales tops Irish | England-France Men's hoops: Rating nonconference schedules Page 2: Read next week's NFL headlines today #NBARank: Nos. 36-40 | 5-on-5: The debate Gallo: Is it impolite to revel in Yankees' demise? Rafael: Bad year turns better, busy for Bradley Tennis: Not so easy being Djokovic and Nadal The Mag: Shotgun formation in NFL essential More Stories » ESPN FEEDBACK Poynter Review Project | Comment | Corrections SportsNation More Polls » Watch and participate with "SportsNation" TV, weekdays on ESPN2 at 5 p.m. ET. SPORTSNATION ASKS ... Do you blame A-Rod for the Yankees' ALDS loss? What do you think of Gore's comments about the Eagles? Vote! » Check out SN on Facebook! » LEND A HELPING (FANTASY) HAND ESPN.com fantasy football players have some questions about their Week 5 lineups and some possible trade proposals. Help them out? Vote! » Vote: NFL Week 5 Pick 'Em » MORE SPORTS Racing Golf Tennis Boxing MMA Recruiting Olympic Sports espnW SCORES NFL MLB NBA NHL College Football College Basketball Soccer NASCAR FANTASY Football Baseball Streak for the Cash SPORTSNATION Polls Chats Community VIDEO Most Recent Highlights THE LIFE Sports Passport Sports Calendar Arcade Contests TOOLS Contact Us Member Services myESPN ESPN Alerts News Wire Daily Lines Widget Center RSS TV LISTINGS RADIO PODCENTER ESPN THE MAGAZINE SHOP ESPN3 SPORTSCENTER ESPN FRONT ROW ESPN.com: Help | PR Media Kit | Advertise On ESPN.com | Sales Media Kit | Interest-Based Ads | Corrections | Contact Us | Site Map | Patents | Jobs at ESPN | Supplier Information©2011 ESPN Internet Ventures. Terms of Use and Privacy Policy and Safety Information/Your California Privacy Rights are applicable to you. All rights reserved.
- 16. KEYWORD DENSITY CLOUD FOR ESPN 16
- 19. Source:
- 22. CONVERSION RATE HIGHER ON DESKTOP 22
- 23. AVERAGE ORDER VALUE HIGHER ON DESKTOP 23 http://www-01.ibm.com/software/marketing- solutions/benchmark-hub
- 26. 94 PERCENT OF B2B BUYERS USE ONLINE RESEARCH • 77 percent use Google search • 84.3 percent check business websites • 34 percent visit 3rd party websites • 41 percent read user reviews 2014 State of B2B Procurement, Acquity Group
- 27. B2B PREFERRED RESEARCH SHOWS TRANSITION OF SALES ROLE
- 29. • Descriptive and related to search category • Age and size • Relevant Title Tag • Meta tags and keywords •Text on site •Keywords/phrase density •Position of words on site •Headings and emphasis •Images and Video (Alt tags) • Inbound • Outbound Links Content URLTags and Title HOW TO RANK HIGH IN SEO: The Past
- 30. Technical • Indexing • Single URL • Sitemap • Working internal links • HTTPS • User Experience • Mobile Friendly • Page Speed • Keywords in URL • Above the fold Content Content • Content with purpose • Content that attracts natural links and social signals like recency and number of social mentions • Keyword Research • Title tag and descriptions • Headings that define sections • Optimize content • Optimize images Off-site SEO • Google My Business listing • Name, address, phone consistency • Social media consistency • Backlinks (come from another website) SEO OPTIMIZATION TODAY
- 31. VIDEOS AND IMAGES NEED TO BE PROPERLY TAGGED 31
- 32. Content Links RankBrain http://searchengineland.com/now- know-googles-top-three-search- ranking-factors-245882 Rank brain is related to voice usage and is a machine learning query enhancement tool, Match queries from relevance perspective. Can reorder queries, look at context https://youtu.be/l8V nZCcl9J4
- 33. PLANNING AN ORGANIC SEARCH CAMPAIGN 33 Define the target market Find out what they search for Develop a search engine strategy: Find key words and phrases Redesign site with keywords in mind Register site with search engine Implement paid search campaign to complement (Optional)
- 34. ORGANIC AND PAID WORK TOGETHER 34 Organic Paid
- 35. Expand profiles on social media accounts Monitor social media conversations to enhance SEO Drive inbound links via social media outlets Figure 8.12: How to Use Social Media to Enhance SEO
- 36. HOW DOES HILTON LEVERAGE SOCIAL MEDIA? • Hilton Understands that Search and Social Work Together • Content is rich and varied, purposeful • Engagement is critical to obtaining social mentions 36
- 37. 37
- 39. OTHER CATEGORIES OF SEARCH • Local • Vertical •Specialty/Industry •Topical •Image • Mobile •Universal Search
- 40. SEARCH TRENDS: THE FUTURE • Voice: RankBrain and Semantic •User Experience •Meaningful Content Length • Local Intent •Video Content •Mobile Optimization •Social Content Ranking •Beyond Keywords •SEO as it relates to Inbound
- 41. SUMMARY • Search Engine Marketing (SEM) has two aspects • SEO or Organic Search • PPC or Paid Search • Both Types Require Planning, Customer Knowledge • Algorithms are Critical in Natural Search and are always Chaning • Web Pages Need to Be Written with Algorithms in Mind and with Relevance • Don’t Ignore Social Media • Search process is ‘never done’ and is Iterative
- 42. INTERACTIVE EXERCISE 1 • SEO Effectiveness • Another useful tool is from HubSpot at http:// websitegrader.co m. • Pick a site or go to: https://website.grader.com/results/www.s tedwards.edu • Use the HubSpot tool to see if a site of your choice has maximized its SEO potential and run the free report. Examine the report under the SEO section and answer the following questions. 42
- 43. IS THIS SITE OPTIMIZED FOR SEARCH?
- 44. 1. PAGE TITLES Page titles should be no more than ___ characters long and not _____ keywords. a) 70/specify b) 99/specify c) 70/repeat 44
- 45. 2. META DESCRIPTIONS DEFINED Meta Descriptions are: a) Code snippets below the blue search result link b) Click-through indications c) Similar from site to site 45
- 46. 3. META DESCRIPTIONS LENGTH Meta Descriptions should be no longer than ____ characters long and be _________ to the page. a) 155/relevant b) 99/unique c) 70/unique 46
- 47. INTERACTIVE EXERCISE 2 • SEO and Content • Read the following blog post from SearchEngineLand and answer the questions accordingly: • http://searchengineland.com/definitive- seo-audit-part-2-3-content-site-252492 47
- 48. 1. PURPOSE OF CONTENT What are the three purposes of content? a) Conversions, reactions, social sharing b) Keywords, titles and descriptions, tags c) Conversions, informational, links and social baiting 48
- 49. 2. IMAGES AND SEARCH Which is NOT a characteristic of an image that is optimized for search a) Properly tagged b) A size that does not slow down the page c) Beautifully photographed 49
- 50. 3. HEADING TAGS Heading tags are primarily: a) Formatting elements. b) Technical descriptions c) Page elements to separate content into sections 50
- 51. 4. KEYWORD RESEARCH The first stage in keyword research is: a) Put keywords in a spreadsheet and sort by volume b) Query all terms that relate to the core terms of the product or service c) Code keywords by type of content 51
- 52. 5. PAGE LENGTH A page to be considered to have content that can be searched should have IDEALLY at least how many words? a) 250 b) 350 c) 500 52