B2B companies should really use search
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The document provides an overview of how B2B companies should use search engine optimization (SEO) and pay-per-click (PPC) advertising. It discusses key on-page and off-page SEO factors like keywords, links, content, and social media. It also covers setting up effective PPC campaigns, measuring metrics, and optimizing for changes in Google's algorithms like Panda and Penguin. The main recommendation is to focus on providing high-quality, useful content for users to improve search engine rankings and avoid algorithmic penalties.
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B2B companies should really use search
- 1. @annstanley How B2B companies should really use search by Ann Stanley July 2012
- 2. @annstanley
- 3. @annstanley Understanding the search results Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
- 4. @annstanley Google – local businesses Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
- 5. @annstanley Searching for products Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
- 9. Bing Map – @annstanley listing through My118 Information
- 10. @annstanley Pay Per Click in Action 1 User submits search 2 Listings dynamically ordered by bid price & relevancy 3 User clicks on paid link, triggering payment to Google
- 11. @annstanley Ad Extensions, Local Listings (map) and new Product Listing ads
- 12. @annstanley Summary of different shopping results in Google Keywords = Samsonite luggage Organic shopping results AdWords Products Map Product Listing ads ad extension and Places listings (Merchant Centre)
- 13. @annstanley Remarketing in AdWords (aka stalking)
- 14. @annstanley Remarketing results Client 1 Client 2 Client 3 Client 4 View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1- Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click) TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06% Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - - Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06% Competitors - - - 216 0 2.01% - - - 184 0 1.88%
- 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 will pay half as much as a QS of 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 doesn’t!
- 16. @annstanley Long term investment! Search Engine Optimisation (SEO)
- 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
- 18. @annstanley Check that your site is indexed? Do you have keyphrases in your url, title and description?
- 19. @annstanley Google keyword research tool
- 20. @annstanley Determine the level of competition
- 21. @annstanley Page plan with levels of monthly searches vs competition (results in Google)
- 23. @annstanley On-page factors • Title Tag • Meta Description Tag • Content • Header Tag (H1) • Frequency of phrases (how many times they are mentioned) • Use of semantic phrases (not just heavily focussed on one target keyword) • 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 • Carryout keyphrase research (where possible use PPC data) • Prioritise your keyphrase by high search volume and low competition (does the keyphrase convert?) • Produce a topic and a page plan (ie which pages are to be optimised with which phrases) • Write new optimised content on existing and new pages, (URL, title, description, headers, keyphrase density, anchor text, image optimisation) • 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) • Add new optimised content every week via a blog • 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 • Online tools • Video and audio • Funny or entertaining content • Your content on other sites • Guest blogging • Online PR • Relevant directories • Third party blogging platforms
- 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) • 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)
- 29. @annstanley Social networking for businesses (personal vs company profiles)
- 31. @annstanley What’s new in Google?
- 32. @annstanley Google’s “Search, Plus Your World” (Google.com)
- 33. @annstanley Local results – “Venice” update
- 34. @annstanley Panda? LSI – Latent semantic indexing http://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
- 35. @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…)
- 36. @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.
- 37. @annstanley What next? • More change, more innovation and more surprises! • Google Plus will become the “New Google” (ie. 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” • Device responsive design, so you have one Universal website that works on all devices
- 38. @annstanley Thank You Ann Stanley @annstanley ann@anicca-solutions.com www.anicca-solutions.com
Editor's Notes
- 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.