Slides from 60 minute breakout session on SEO & PPC conducted by Josepf Haslam and Etela Ivkovic of DragonSearch.net presented at NY State SBDC Staff Conference on May 8th, 2012
AWS Community Day CPH - Three problems of Terraform
NY State SBDC Staff Conf SEO PPC Session
1. The Art & Science of SEO/PPC
How creativity & math make money online.
Etela Ivkovic, GM, DragonSearch - @Etela
Josepf Haslam, Biz Dev, DragonSearch - @Josepf
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3. 97%
of online consumers research products & services
online before buying
Source: BIA/Kelsey Group, User View Wave VII, May 2010
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5. What it looks like
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6. Search Engine Marketing (SEM)
• Dominate is the Pay-Per-Click (PPC) model
• Advertisers do not pay to show ads
• Pay only for clicks on ads
• Google offers two options:
• (google.com/adwords)
• (google.com/awexpress)
• Other Search Engines such as Bing/Yahoo also offer PPC
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7. Other Online Advertising Types
• Platforms such as Facebook/LinkedIn
• Email Ads
• Video Ads
• Flash / DHTML Ads
• Advertorials
• On-site Sponsorship
• Display Ads
• Targeting Methods: Behavioral Targeting; Geo-
Targeting / Local Advertising; Contextual
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8. How do AdWords & AdWords Express work?
clothing boutique brooklyn
Your Website
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9. Advertisers pay This advertiser pays when
for clicks
someone clicks the ad
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Graphics & content via Google
10. AdWords Express FAQ
• Question: How is this different from
AdWords? Answers:
• AdWords Express picks keywords and bids.
• No website required.
• Ads appear on Google and Google maps only.
• Ads are text only.
• Express uses a monthly budget (AdWords has a daily budget).
• Question: How is this the same as AdWords?
Answers:
• Advertisers write ads.
• Advertisers pay only for clicks.
• No startup or cancellation fees, no minimum commitment.
google.com/awexpress
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12. What is Google Analytics?
• A free, easy-to-use web analytics tool
• Provides reports showing how visitors found your website, and
what they did when they got there
• Measures the effectiveness of your online and offline marketing
campaigns
• You STILL may need to build a Marketing ROI Dashboard to
integrate offline channels!!!
www.google.com/analytics
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13. What answers can Google Analytics
Where are visitors
provide?
coming from?
What keywords did
they use?
Am I creating
effective content?
Where are visitors
abandoning my
shopping cart?
How can I improve
site interaction?
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14. Set goals and track performance
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15. Google Insights for Search
View what the world is searching for and gain insights for your business
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16. Applying Insights to predict product sales
Compare interest between states or regions:
• What type of jeans should a Wyoming retailer stock?
• What about Oklahoma?
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19. 0: Self Published Indexes/Directories
1: Human Published SERPs (Yahoo)
2: Counting Words on a Page (Altavista/Lycos)
3: Counting Words & External Links (Google)
4: PageRank as “Voting” with Links (Google/Bing)
5: Social Voting, Site Authority, Awesome content,
Citations, Connectedness
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22. • 71% to 83% of people use “Reviews” to influence Purchase
decisions
• 80% will change a decision based on Negative Reviews
Graphic Source: http://www.brafton.com/infographics/why-content-for-seo
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23. BUT, does Social Media make Bottom-line
Business Sense?!?!?!
• A study of 56 billion impressions, 2.7
billion clicks and $13 billion in revenue
concludes that inclusion of Social Media
increases revenue 84% over natural
search alone.
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24. What is SEO?
• Search Engine Optimization is the Art &
Science of helping your site be found (rank
higher) in Organic/Natural (nonpaid) Search
Results.
• SEO is a process & a mindset!
• SEO is comprised of 3 basic focus areas:
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25. Optimization
It all begins with Search Phrases (keywords)!
The 3 legged stool of SEO
1. Site Code
2. Site Content
3. External Backlinks –
which are becoming External Signals!
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26. Take a deep breath
• Website is posted, linked to, or updates it’s
content
• Search Engine “spider” or “bot” crawls the page
• Skims URL, page titles, meta data, text, images &
other content
• Follow links: counts in/out
• Indexes content, keywords, SEMANTICS
• “Weighs” the page relative to others for
relevancy
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27. Mythical Beast Example
Image copyright: public domain
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28. Research
– Body Text here
– Body Text here
– This is a test
– 123
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31. Focus
Rumplestiltskin
Big Bad Wolf
Cinderella Sleeping Beauty
Mother Goose
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32. Short Head – Long Tail
Beast
Mythical Beast
Mythical New York Beast
Mythical New York Subway Beast
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34. Doing Things the Right Way
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35. <HTML>
</HTML>
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36. <HTML>
<head>
</head>
<body>
</body>
</HTML>
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38. <h1>My Top Header</h1>
<p>A bunch of paragraph text</p>
<h2>A Secondary Header</h2>
<p>And a lot more paragraph text</p>
<h3>A Tertiary Header</h3>
<p>And perhaps some more text</p>
<p>A List:</p>
<ul>
<li>A list item</li>
<li>Another list item</li>
<li>Yet another list item</li>
</ul>
<p>And this is a <a
href="http://mylink.com">LINK </a></p>
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39. The Back Link Portfolio
High
Special Sites
Easy Difficult
Low
Directories
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40. SEO-NATURAL SEARCH
SEO Natural Search
OLD SCHOOL
NEW SCHOOL
SHORT HAND OPTIMIZATION BROADER LONG TAIL
(keyword stuffing as well)
Fueled
BACKLINKS
Reciprocal Linking
RELATIONSHIPS by
including Backlinks &
(many times purchased)
Social Signals! Social
Connection relevance Media
secondary
RELEVANT CONNECTIONS
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41. Virtuous Circle of Social Media for SEO
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47. Q & A!
Any and all questions entertained!
Josepf Haslam, Etela Ivkovic |
DragonSearch.net/blog
Josepf@dragonsearch.net |
Twitter: @Josepf
Eta@dragonsearch.net |
Twitter: @Etela
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48. Thank You!
Josepf Haslam, Etela Ivkovic | DragonSearch.net/blog
Josepf@dragonsearch.net | Twitter: @Josepf
Eta@dragonsearch.net | Twitter: @Etela
Social Marketology
Release date: June 2012
Available Pre-order on Amazon!
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Notas del editor
search engines aren’t just a tool to help us find news articles or guacamole recipes. Search engines are running a business—a business whose success relies on providing you legitimate, relevant results.
Review a SERP changing to reflect Social, transition to World of Engagement
To begin to understand why some visitors aren’t converting on your website, you need to understand what they did on your website. This is called website analytics data -- and you can use it to better understand the strengths and weaknesses of your website. This helps you get into your customer’s mind set. ** stress that point.Google provides a free, hosted analytics solution called Google Analytics, GA for short.GA may be free, but it’s powerful. Some of the largest brands and websites in the world have opted to use this solution, and hundreds of thousands of websites now rely on GA for web analytics.With more than 80 highly customizable reports, GA helps answer questions about the effectiveness of your website’s content, how engaged your users are with the site, where they abandon your shopping cart and much more.Using this data, you can make smart decisions and make sure that the money spent on AdWords is delivering the results you want.
Evolution of Search
Transition to Spiders, Bots, Math Hash, Neo trying to bring the human back into it
What we really want, personal timely reviews from trusted sources
Once upon a time there were 3 bloggers. They lived by a stream. Maybe it was the “Twitter Stream”. They lived in a land were Content was king. In this country, there were 2 mythical beasts. It was very confusing…
Let’s look at what it means to do research.
5:18 ||
Clay Shirkey, Chris Anderson…Vilfredo Pareto – recognized by Joseph M. Juran – Quality consultant to the Japanese auto makers:Google: “20 to 25% of the queries we see today, we have never seen before”