Phil Morgan, Head of Search, talks to students at the University of Salford
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Slides from Phil Morgan's lecture at the University of Salford
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Similar a Phil Morgan, Head of Search, talks to students at the University of Salford
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Phil Morgan, Head of Search, talks to students at the University of Salford
- 1. Search & Social Media Week 1 Phil Morgan
- 2. About me • Head of Search at Delineo • Been working in search for over 7 years • Worked in-house and agency-side • Computer Science background (bit of a techie) • 1st Class BSc (Hons) Computing – Multimedia Systems – Leeds Metropolitan University • MSc Computer Science – Liverpool University @philipmorgan phil.morgan@delineo.com http://uk.linkedin.com/in/philipgmorgan © Delineo 2014 no ideas, information or material to be reproduced without written permission
- 3. About Us • Established over 30 years • Independent advertising agency, 40+ people • Members of the IPA (one of just 22 in the region)
- 4. Overview • Current Search Landscape • Developing a Keyword Plan • Google’s tools • Other tools and methods • Key Search Metrics • AdWords • Account Structure • Keyword match types • Writing a good PPC ad • Some good books, blogs and Twitter Users to Follow
- 5. The Search Landscape Image:https://www.flickr.com/photos/viglianco/
- 6. SEO is DEAD
- 7. Lazy SEO is DEAD
- 8. Lazy SEO is DEAD (Which is good, for you)
- 9. ‘Good’ Old Days are Gone
- 10. Not that long ago…
- 11. Why, what, how? • Don’t put Google in the corner (and make them look daft) – J.C. Penney, Expedia • Examples: • Article spinning • Paid Links (video here: http://searchengineland.com/matt-cutts- video-google-determines-paid-link-185748) • And now, Guest Posts • If it seems too good to be true and a bit too easy…
- 12. Algorithm updates - Content Image:https://www.flickr.com/photos/fortherock/
- 13. Algorithm updates - Links Image:https://www.flickr.com/photos/leyla_arsan/
- 14. Algorithm updates - Local Image:http://film.thedigitalfix.com/content/id/57619/dastardly-and-muttley-in-their-flying-machines- the-complete-series.html
- 15. Google Still Our Fave Jan-14 Search Engine Share (UK) 88.7% 6.3% 3.3% 1.7% Google Bing Yahoo! Others
- 17. It all starts with a keyword plan
- 18. Keywords aren’t cool though • They are what will feed the rest of the campaign • They are at the heart of what progress will be measured against – they drive the traffic that drives sales • They will ultimately make or break your search or social campaign • Don’t be afraid to challenge what has gone before • Get them right and your campaigns will have focus and be headed in the right direction, so take your time and do it right • Get them wrong, rush through it or take a short cut…
- 19. And things probably won’t turn out as you expected
- 20. And things probably won’t turn out as you expected
- 21. Where to start • Think core services – Use site structure, quiz the business owner • Highest margin / Most profitable products • Vanity (can be called brand awareness…) • Competitiveness – What’s the likely time investment vs. return? – Is the site new or well established?
- 22. Look mum! • Don’t chase rankings, ranking reports don’t pay bills • Don’t assume ‘you’ll do well for that one anyway’ [nike trainers]
- 23. Learn to love Excel Img:http://www.etsy.com/listing/86173915/i-love-excel-pinback-button-set
- 24. Let Google muscle help • Google AdWords Keyword Planner (incorporates estimator and KW Tool) • Google Analytics – what’s performing well and might just need a boost • Google Trends (prev. Insights for Search) – What’s the demand like between keywords, finding the right time • AdWords Campaign Data (if you’re lucky) – Get hold of a voucher! Img: http://www.organicseomarketing.com/blog/
- 25. Google Keyword Planner • Replaces previous keyword tool (sad times) • Gives historical, exact search volumes • Still a good starting point https://adwords.google.com/ko/KeywordPlanner
- 30. Google Analytics • Use Analytics to learn about your business / client • What really is your best online seller – be objective and let the data lead you! • It’s free! (Sort of) • Not just a tool for SEO’s – can be fun for non-search geeks (honest) Google’s Training & Certification site has lots of good info for free http://www.google.co.uk/analytics/iq.html
- 31. I love Google but… What else is there?
- 32. Utilise Google Suggest • UberSuggest • ubersuggest.org • Its free! • Great for keyword ideas • Easy export to text document • Utilises Google Suggest so there’s a good chance there will be some search volume
- 33. www.semrush.com (free and paid)
- 34. Competitors What’s their site structure like? On-page targeting – page titles and descriptions -Use Screaming Frog (has a free version too) http://www.screamingfrog.co.uk/seo-spider/
- 35. Even sneakier… • Head back to Keyword Planner… Competitor URL in here
- 37. Refine your list • Balanced keyword portfolios are best • Think about short term and long term targets • Lots of products – may benefit from long-tail strategy
- 38. Think mobile • Desktop search behaviour and mobile search behaviour are different • Think mobile specific queries • Shorter Queries – mobile users are lazy (doing something else at the same time) • Optimise for Google Suggest • Split data out whenever possible – important for AdWords campaigns
- 39. Key Search Metrics • Revenue! • Non-brand aware search traffic Tricky with (not provided) – look at organic landing pages • Conversion Rate • Exit Pages (Pain Points) • Creating Visitor Personas and Profiles – • Qualitative Measures, time on site etc.
- 40. Applying Keywords to AdWords • What are the main elements of an AdWords account • Keyword Match Types • What makes a good (or bad) PPC Ad
- 41. AdWords Account Structure https://support.google.com/adwords/answer/2375470?hl=en-GB
- 42. AdWords keyword match types http://www.hallaminternet.com/2012/a-guide-to-adwords-keyword-match-types/
- 43. Writing a good ad Do • Try and include keyword • Include a USP / offer • Be creative with display URL • Send to a relevant page • Use all available space
- 44. Writing a not so good ad Don’t • USE CAPITALS • Direct all ads to the homepage • Pretend to be a competitor • Pretend to be someone else • Be afraid to test, try different things! • Be boring
- 45. Recommended Reading • Distilled Excel for SEO • http://www.distilled.net/excel-for-seo/ • Google Webmaster Videos • http://www.youtube.com/user/GoogleWebmasterHelp • Search Engine Land • http://searchengineland.com/ • Moz • http://moz.com Save the good stuff • Evernote • Instapaper (iOS & Android) Books • The Art of SEO (Eric Enge) • Advanced Web Metrics (Brian Clifton)
- 46. Twitter • Delineo @delineo • Me! @philipmorgan • Tom Mason @totmac (Delineo Social Media Guru) • Ross Hudgens @RossHudgens • Jason Acidre @jasonacidre • Matt Cutts @mattcutts (Head of Google WebSpam Team) • Econsultancy @Econsultancy • David Mihm @davidmihm (Local SEO Expert) • PPC Hero @ppchero
- 47. Thanks! @philipmorgan phil.morgan@delineo.com http://uk.linkedin.com/in/philipgmorgan https://plus.google.com/u/0/10836136950593995 3684/ Still waiting for ‘my’ name!