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

16.
For non-believers…
http://www.bingiton.com/

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

26.
Google Keyword Planner

27.
Google Keyword Planner

28.
Google Trends
www.google.com/trends

29.
Google Trends
www.google.com/trends

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

36.
Competitor analysis

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!