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Search Engine Optimization (SEO) -- University of Virginia Presentation

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From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.

From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.

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Search Engine Optimization (SEO) -- University of Virginia Presentation

  1. 1. @marketingmojo | marketing-mojo.com SEARCH ENGINE OPTIMIZATION Janet Driscoll Miller President and CEO Marketing Mojo November 10, 2015
  2. 2. @marketingmojo | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Digital advertising management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  3. 3. @marketingmojo | marketing-mojo.com OUR CLIENTS
  4. 4. @marketingmojo | marketing-mojo.com WHAT IS SEARCH ENGINE MARKETING (SEM)? • Search Engine Optimization (SEO) › Act of improving “natural” result rankings on search engines via tactics that adjust elements that are important to search engine algorithms • Pay Per Click Advertising (PPC) › Also known as “sponsored results”, advertising that appears to the top, bottom, or side of search engine natural results › Typically cost is generated on a “pay-per-click” model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of “cost per impression”.
  5. 5. @marketingmojo | marketing-mojo.com ANATOMY OF SEARCH RESULTS GOOGLE
  6. 6. @marketingmojo | marketing-mojo.com
  7. 7. @marketingmojo | marketing-mojo.com
  8. 8. @marketingmojo | marketing-mojo.com WHY SEO?
  9. 9. @marketingmojo | marketing-mojo.com WHY SEO?
  10. 10. @marketingmojo | marketing-mojo.com IT’S HOW PEOPLE FIND SITES
  11. 11. @marketingmojo | marketing-mojo.com SEO IS EVEN THE TOP DRIVER IN MOBILE
  12. 12. @marketingmojo | marketing-mojo.com HOW DOES SEARCH WORK?
  13. 13. @marketingmojo | marketing-mojo.com STEP 1: CRAWLING AND INDEXING (READING)
  14. 14. @marketingmojo | marketing-mojo.com
  15. 15. @marketingmojo | marketing-mojo.com
  16. 16. @marketingmojo | marketing-mojo.com STEP 2: THE ALGORITHM (RANKING)
  17. 17. @marketingmojo | marketing-mojo.com
  18. 18. @marketingmojo | marketing-mojo.com
  19. 19. @marketingmojo | marketing-mojo.com
  20. 20. @marketingmojo | marketing-mojo.com
  21. 21. @marketingmojo | marketing-mojo.com RANKING FACTORS FOR SEO
  22. 22. @marketingmojo | marketing-mojo.com THE FOUR MAIN FACETS OF SEO • Keywords • Content • Inbound Linking • Social Media
  23. 23. @marketingmojo | marketing-mojo.com KEYWORD RESEARCH
  24. 24. @marketingmojo | marketing-mojo.com CHOOSING THE RIGHT KEYWORDS • Broad: › Shoes • Long Tail: › Womens Asics Gel 2071 Running Shoes
  25. 25. @marketingmojo | marketing-mojo.com CONTENT EDITING
  26. 26. @marketingmojo | marketing-mojo.com CONTENT EDITING • Search engine bots “read” your website • Put keywords into the content of the website • How can a search engine (or a human) know what your site is about if you don’t tell it?
  27. 27. @marketingmojo | marketing-mojo.com CONTENT EDITS • Keyword should appear in: › Filename › Title tag › Meta keyword, Meta description › Bold text › Link text › Overall content of the page
  28. 28. @marketingmojo | marketing-mojo.com BRAND VS. SEO • Sometimes brand keywords conflict with what is most searched • Example: Toyota Certified Used Vehicles › Didn’t want “used cars” on the website › Creatively edit content to incorporate the SEO keyword without harming brand › Example: “Toyota Certified Used Vehicles are not just any used cars. They’ve undergone a 117-point safety inspection.”
  29. 29. @marketingmojo | marketing-mojo.com SCHEMA AND RICH SNIPPETS • Schema (structured markup) › Allows for rich snippets in Google and Bing › Helps enable Google and Bing Knowledge Graph results
  30. 30. @marketingmojo | marketing-mojo.com SCHEMA AND RICH SNIPPETS
  31. 31. @marketingmojo | marketing-mojo.com
  32. 32. @marketingmojo | marketing-mojo.com
  33. 33. @marketingmojo | marketing-mojo.com SCHEMA AND KNOWLEDGE GRAPH
  34. 34. @marketingmojo | marketing-mojo.com KNOWLEDGE GRAPH • Shows answers directly in the search results • Available on Google and Bing
  35. 35. @marketingmojo | marketing-mojo.com SCHEMA & OPEN GRAPH TAGGING • Schema.org › Structured data mark up that helps search engines understand the information on pages » Sometimes generates “rich snippets” which are “more information.” • Open Graph Tagging › Helps web pages become a rich object in a social graph
  36. 36. @marketingmojo | marketing-mojo.com
  37. 37. @marketingmojo | marketing-mojo.com
  38. 38. @marketingmojo | marketing-mojo.com PANDA UPDATES • Google-specific update • Focuses on duplicate content and thin content • Has been a periodic algorithm update › Now moving to be part of the real-time algorithm • Last official update was in July 2015 › Was still rolling out as of 10/1/15
  39. 39. @marketingmojo | marketing-mojo.com
  40. 40. @marketingmojo | marketing-mojo.com
  41. 41. @marketingmojo | marketing-mojo.com SITE SPEED
  42. 42. @marketingmojo | marketing-mojo.com
  43. 43. @marketingmojo | marketing-mojo.com
  44. 44. @marketingmojo | marketing-mojo.com INBOUND LINKING
  45. 45. @marketingmojo | marketing-mojo.com INBOUND LINKS: HOW IMPORTANT ARE LINKS? • A very important ranking factor for Google
  46. 46. @marketingmojo | marketing-mojo.com
  47. 47. @marketingmojo | marketing-mojo.com PENGUIN UPDATE • Google-based algorithm update • Focuses on spammy links • Had been periodic › Google working on making it part of the real-time algorithm • Last official update was 10/17/14
  48. 48. @marketingmojo | marketing-mojo.com PENGUIN UPDATE
  49. 49. @marketingmojo | marketing-mojo.com SOCIAL MEDIA
  50. 50. @marketingmojo | marketing-mojo.com SOCIAL IMPACTS SEO
  51. 51. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  52. 52. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  53. 53. @marketingmojo | marketing-mojo.com CORRELATION ≠ CAUSATION
  54. 54. @marketingmojo | marketing-mojo.com SOCIAL IMPACTS SEO
  55. 55. @marketingmojo | marketing-mojo.com FOCUS ON SOCIAL • Pubcon Keynote Oct. 2013 › While Google can’t necessarily crawl all of Facebook (or other social networks) today, they clearly recognize how social influence can be a key indicator in understanding a person’s authority. Google will continue to try to read these social signals moving forward. So even if some social engagement doesn’t have direct ranking impact today, it may in the future. Just do what you can to be an authority in your space across these social networks.
  56. 56. @marketingmojo | marketing-mojo.com TWITTER AND GOOGLE
  57. 57. @marketingmojo | marketing-mojo.com TODAY AND INTO THE FUTURE FOR SEO
  58. 58. @marketingmojo | marketing-mojo.com MOBILE
  59. 59. @marketingmojo | marketing-mojo.com MOBILE READINESS • https://www.googl e.com/webmasters /tools/mobile- friendly/
  60. 60. @marketingmojo | marketing-mojo.com MOBILE SEO
  61. 61. @marketingmojo | marketing-mojo.com MOBILE SEO
  62. 62. @marketingmojo | marketing-mojo.com
  63. 63. @marketingmojo | marketing-mojo.com MOBILE APPS
  64. 64. @marketingmojo | marketing-mojo.com
  65. 65. @marketingmojo | marketing-mojo.com SEO MEASUREMENT
  66. 66. @marketingmojo | marketing-mojo.com SEARCH IS PERSONALIZED TO YOU
  67. 67. @marketingmojo | marketing-mojo.com
  68. 68. @marketingmojo | marketing-mojo.com HOW SEO MEASUREMENT HAS CHANGED • Google now encrypts all organic searches
  69. 69. @marketingmojo | marketing-mojo.com MEASURING SEO
  70. 70. @marketingmojo | marketing-mojo.com PAID SEARCH
  71. 71. @marketingmojo | marketing-mojo.com
  72. 72. @marketingmojo | marketing-mojo.com HOW IT WORKS • Choose keywords • Place bids for keywords • Ad shows until daily budget runs out
  73. 73. @marketingmojo | marketing-mojo.com SOCIAL IS NOT SEARCH INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  74. 74. @marketingmojo | marketing-mojo.com THE INTENT CHALLENGE • “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  75. 75. @marketingmojo | marketing-mojo.com RETARGETING • Now available in both Google AdWords and Bing Ads • Also available in social channels like Twitter and Facebook • Put code on the site now! › You can’t retroactively build an audience!
  76. 76. @marketingmojo | marketing-mojo.com REMARKETING LISTS FOR SEARCH ADS (RLSA) • Store (Exact Match Campaign Only) › Managed Remarketing Audiences: » CTR: 18.01% » Click Conversion Rate: 1.70% » ROI: 320% › Total Search: » CTR: 15.50% » Click Conversion Rate: 0.70% » ROI: 102%
  77. 77. @marketingmojo | marketing-mojo.com APP TARGETING • Show app adds to those that do not have the app currently installed on mobile • Increase engagement by sending specific messages to those who do have the app installed • Available in Google AdWords, Facebook and Twitter
  78. 78. @marketingmojo | marketing-mojo.com GOOGLE CUSTOMER MATCH
  79. 79. @marketingmojo | marketing-mojo.com GOOGLE CUSTOMER MATCH • Target via customer email • Available for search, YouTube and Gmail ad targeting • Build custom audience segments with special messaging
  80. 80. @marketingmojo | marketing-mojo.com
  81. 81. @marketingmojo | marketing-mojo.com
  82. 82. @marketingmojo | marketing-mojo.com RETARGETING CROSS-CHANNEL LIFTS
  83. 83. @marketingmojo | marketing-mojo.com RETARGETING CROSS-CHANNEL LIFTS
  84. 84. @marketingmojo | marketing-mojo.com TODAY’S PRESENTER JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller +JanetDriscollMiller
  85. 85. @marketingmojo | marketing-mojo.com MOBILE IS HERE TO STAY • On Thanksgiving mobile devices drove 52% of all US internet traffic. • Walmart reported 70% of orders over Thanksgiving where from mobile devices
  86. 86. @marketingmojo | marketing-mojo.com CONTACT Twitter: @MarketingMojo Facebook: https://www.facebook.com/MarketingMojoAgency Janet Driscoll Miller Twitter: @janetdmiller Google+: +Janet Driscoll Miller

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