1. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Beyond Keywords
Search Marketing on the Edge

2. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Search 101
• Paid
Search
• Organic
Search
• Local
Search

3. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Universal Search
• News
• Videos
• Websites

4. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Universal Search Continued
• Live
TwiHer
Feeds
• Book
Search
• Image
Search
• Search
Sugges0ons

5. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Which Solution Is Right
for You?
Campaign
• Paid
Search
• Local/Universal
Search
• SEO
Benefits
• Quick
implementa0on
Immediate
results
• Targets
a
local/niche
audience
• Affordable
SEO
value
• Long-­‐term
benefits
Long-­‐term
value

6. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
SEARCH ENGINE
OPTIMIZATION
Beyond Keywords

7. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What is SEO?
A. Manipula*ng
the
on-­‐site
and
off-­‐site
elements
of
a
web
page
B. Improving
rankings
on
the
organic
search
engine
results
pages
for
a
given
set
of
keyword
phrases
C. Cracking
a
search
engine
algorithm
D. All
of
the
above

8. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What is an Algorithm?
• A
set
of
factors
that
search
engines
consider
when
ranking
content
for
a
par0cular
keyword
• Factors
can
be
on-­‐site,
like
keywords,
or
off-­‐site,
like
inbound
links
• Search
engines
change
their
algorithms
oTen
to
improve
search
results
and
minimize
spam

9. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Algorithms in Action
Authority
sites
like
Wikipedia
rank
high.
Google
likes
trusted
sites.

10. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Where Can You Place
Keywords?
Page
Title
Header
(H1)
Naviga0on
Content
Products
Ac0ve
Ingredients
Alt
Text
URLs

11. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Where Else Can You Place
Keywords?
Directories
Industry
News
Sites
Blogs

12. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Where Else Can You Place
Keywords?
Local
Lis0ngs
Facebook
TwiHer

13. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What is Link Building?
Acquiring
inbound
links
to
your
content,
products,
services
Acquisi0on
Tips
Acquire
Relevancy,
Not
Rank
Iden*fy
target
terms
Deep
Links
Study
your
network
OpenSiteExplorer.com
Content
marke*ng

14. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What is Content
Marketing?
The
art
and
science
of
crea0ng
and
freely
sharing
digital
media
• Building
brand
equity
• Fostering
consumer
trust
• Crowding
results
spaces,
bolstering
search
rankings
• Leveraging
social
networks
• Driving
consumer
prospects
to
websites

15. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
SEO TRENDS
Beyond Keywords

16. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Trend #1
Local Search Results
• Google
pulls
local
lis0ngs
from
Google
Places
when
you
search
with
a
geographic
qualifier
• Primarily
B2C

17. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Trend #2
Personalized Search
• When
signed
into
Google,
Google
knows
past
search
history
and
ISP
loca0on
to
serve
tailored
results.

18. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Trend #3
Instant Search

19. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Trend #4
Shift in Search Engine
Market Share
Bing
Overtakes
Yahoo!
As
the
#2
U.S.
Search
Engine
But
Yahoo
is
showing
Bing
results
now,
so
Google’s
market
share
is
less
stable.

20. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
So What is SEO Again?
SEO
is
not
just
about
making
a
great
site,
it’s
about
pudng
relevant
content
wherever
the
user
may
be.
It’s
about
eVisibility
• Viewing
a
home
page
• Reading
a
blog
• Scanning
review
sites,
image
site,
video
sites
• Chadng
on
Facebook
• Looking
at
a
job
descrip0on
• Reading
a
press
release
on
a
news
site

21. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
LOCAL SEARCH
Beyond Keywords

22. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What is Local Search?
• Local
Search
targets
specific
geographic
loca0ons
through
paid
and
organic
tac0cs
One
Loca*on
Mul*ple
Loca*ons

23. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Where is Local Search?
23
But
where
does
it
come
from?....

24. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Local Search 101
Local
Search
Results
Local
Search
Results
Local
Paid
Search
Lis0ngs
Local
Submit
Lis0ngs

25. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Primary Data Providers in
Local Search

26. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Data Sources for Major Local
Search Portals

27. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Local Search Ecosystem

28. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Distribution Trends
• Google
S0ll
on
Top
• New
Distribu0on
Partners
2
8
Find
a
reliable
mechanic
Purchase
a
digital
camera
Google
has
Substan0al
Local
Volume
• 1
in
5
queries
on
Google.com
is
Local
in
nature
• 1
in
3
queries
on
Google
mobile
is
Local
in
nature
• Google
Maps
has
49%
Market
Share
US
• 1M
hours
are
spent
browsing
Maps
and
Earth
every
day
• 100M
monthly
users
on
Google
Mobile
Maps

29. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Measurement of Local
• Difficult
to
Track
– Real
Addresses
– Real
Phone
Numbers
(no
tracking!)
– User
intent
is
offline
• Local
Search
Analy0cs
is
Rare
– Few
local
search
engines
or
IYP’s
provide
analy0cs
unless
you
are
using
paid
products
• Ranking
&
Inbound
Traffic
– Rankings
can
be
tracked
– Inbound
traffic
can
be
measured
using
Analy0cs

30. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Channel Activation
• Self
-­‐
Iden0fy
sites
&
get
to
work
• Service
Provider
–
Pay
the
fees
(modest)
and
save
some
0me
• AHA’s
&
Gotcha’s
– CitySearch
&
Yelp
do
not
support
feed
based
updates.
Translated:
DIY
– Google
Places
allows
you
to
respond
to
reviews
– Find
niche
review
sites
–
check
your
compe00on
on
Google
Places

31. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
PAID SEARCH
Beyond Keywords

32. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
The Lingo
• SEM
(Search
Engine
Marke0ng)
– PPC,
Paid
Search,
Sponsored
Search,
Search
Ads,
The
best
thing
since
sliced
bread
• The
Plamorms
– Google
Adwords
– Yahoo
Search
Marke0ng
• Panama
– MicrosoT
AdCenter
• No
longer
MSN!
Paid
Search

33. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Account Structure &
Organization
• Campaigns
– Budget
Control
– Targe0ng
Control
– Primary
Sedngs
• Ad
Groups
– Ad
Copy
– Keyword
Groupings
• Keywords
&
Targets
– Keywords
• Phrases
• Nega0ves
– Placements
– Categories
– Audiences
(remarke0ng)

34. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Keyword Strategy & Process
Step 1: Keyword Research"
• U0lize
mul0ple
keyword
research
tools
 Top
category
terms
 Compe00ve
university
analysis
 Top
volume
keywords
 Common
itera0ons
• Combine
onsite
analy0cs
 Site
search
data
 Organic
keyword
data
Paid
Search

35. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Keyword Strategy & Process
Step 2: Keyword
Refinement"
 Develop
campaign
structure
 Merge
&
de-­‐dupe
keyword
lists
 Develop
base
category
&
product
keywords
 Expand
base
keyword
lists
with
itera0ons
&
modifiers
 Iden0fy
obvious
nega0ve
keywords
 Idem0ffy
commin
misspelings
 Search
query
repor0ng
 Expand
&
Segment
Match
types
 Broad,
phrase,
exact
Step 3: Keyword/Ad
Group Assignment"
 Assign
keywords
by
campaign
and
category
 Assign
Ad
Copy
&
Keyword
Inser0on
Research
Refine
Assign
Paid
Search

36. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Ad Copy Strategy
• Prequalifica0on
• Strong
calls
to
ac0on
• Value
proposi0on
• Offers

37. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Bid Management Types
• Rules
Based
• Pormolio
Based
• ROI
Strategies
– ROAS
Maximiza0on
– CPA
Targets
Bid
Management
Examples

38. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Rules Based Bidding
• Thresholds
– Last
7
days
vs
last
30
days
• Changes
by
seasonality
• Scope
– Brand
vs
Product
Keywords
– Priority
Keywords
• Values
– Op0mize
based
on
Average
Posi0on,
ROAS,
CPC,
CPA,
CTR,
Quality
Score.
• Ac0ons
– Bid
Changes,
Bid
Pausing,
Alerts

39. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
PAID SEARCH TRENDS
Beyond Keywords

40. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Typical
Publisher
Alloca0on
Strategy
•
Google
s0ll
King
•
MicroHoo
Means
Business
• Test
early
• Stay
fluid
• MicrosoT
adCenter
is
the
new
2nd
plamorm
Paid
Search

41. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Source:
comScore
qSearch
May
2010
Paid
Search
The Search Alliance Brings
Overall Growth in U.S. Search Share

42. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Social Ads vs Search Ads
• Social
PPC
Similari0es
– CPC
Buys
– Text
Ads
• Differences
– Paid
Search
Targets
Keywords
– Facebook
Ads
Target
People

43. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Facebook Ads Targeting
Target
to
exact
audience
• Gender:
male
&
female
• Age:
20
-­‐
50
• Loca0on:
Chicago
metro
area,
WI,
IN,
MI
• Interests:
banking,
investments,
insurance,
accoun0ng,
law
• Educa0on:
Undergraduate
degree
Separate
ads
for
separate
age
groups:
20
–
30
yrs:
enhance
standing,
promote
within
40
–
50
yrs:
start
own
financial
planning
business
Point
ads
to
website
landing
page
or
DePaul’s
Facebook
page
Promote
open
houses
and
other
events
Add
image
for
brand
recogni0on
Es0mated
$1.46
per
click

44. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
LinkedIn DirectAds
Targeting
Target
to
exact
audience
• Age:
25-­‐54
• Loca0on:
IL,
MI,
WI,
IN
• Industry:
Finance
Can
target
job
func0on
and
seniority
Tailor
ads
to
banking,
insurance,
financial
services,
etc.
Add
image
for
brand
recogni0on

45. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
ANALYTICS
Beyond Keywords

46. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
How Do I Measure SEO
Success?

47. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
What Can I Measure?
• Campaigns
• Event
Tracking
• Site
Search
• SEO/SEM
• Custom
Data
• Goals

48. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Campaigns
• Email
• Display
• SEO/SEM
• Social

49. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Events
• Downloads
• Video
Views
• 3rd
Party
Clicks
• Flash

50. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Site Search
No
science
and
no
rockets,
this
simply
tells
us
what
users
type
into
the
on-­‐site
search
box.

51. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Metrics
• Keywords
• Search
Engines
• Traffic
• S0ckiness

52. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Take Action

53. Proprietary
&
Confiden0al
2010
©
Be
Found
Online,
LLC
Which Solution is Right
for You?
SEO
Local
Search
Paid
Search