2. In2itive Search LLC - Confidential 10/23/2012
About In2itive Search LLC
Google AdWords, Google Analytics, and Microsoft
AdCenter Certified
Digital marketing consultant since 2008
Principle based organization – Honesty, Be the best
Service guarantee
Involved in local and national organizations
3. In2itive Search LLC - Confidential 10/23/2012
In2itive Capabilities
Pay Per Click
Worked with small to large accounts ($500 – over $1m)
Search Engine Optimization
Audited hundreds of sites to increase organic search traffic and
conversions
Provides plans and recommendations for successful link building
strategies
Social Media
Audited and provided new strategy for increased
engagement, traffic and conversions
WordPress Web Design
31. In2itive Search LLC - Confidential 10/23/2012
Public – Good Example
Title
URL
H1
http://www.zappos.com/nike-air-max-excellerate-dark-grey-cool-grey-black-metallic-silver
32. In2itive Search LLC - Confidential 10/23/2012
Public – Bad Example
Title
URL
H1
http://www.nintendo.com/games/detail/nnQh4Fv0y41X4zE_yBa_Qb1jr_G1jPYj
33. In2itive Search LLC - Confidential 10/23/2012
Private – Good Example
Title
URL
H1
http://store.vizio.com/3d-smart-tvs/m3d550kde.html
34. In2itive Search LLC - Confidential 10/23/2012
Private – Bad Example
Title
URL
H1
Missing!
http://www.3musketeers.com/nutrition_orig.shtml
35. In2itive Search LLC - Confidential 10/23/2012
Not For Profit – Good Example
Title
URL
H1
http://www.rescue.org/our-work/resettling-refugees
36. In2itive Search LLC - Confidential 10/23/2012
Not For Profit – Bad Example
Title
URL
H1
http://www.westernrivers.org/pages/accompOregon.html
37. In2itive Search LLC - Confidential 10/23/2012
Off-Site SEO Factors
Relevant links
Social mentions
Keyword focused anchor text
Many link sources
Site history
41. In2itive Search LLC - Confidential 10/23/2012
What Changed?
Panda Penguin
Starts with humans White hat SEO?
Targeted content farms Keyword stuffing
Scrapper sites Link schemes
Ads above the fold Over optimization
Multiple updates and Cloaking & sneaky
refreshes (20 to date) redirects
42. In2itive Search LLC - Confidential 10/23/2012
Really Good Content
Use more social media
Focus on quality not quantity
Write link-worthy content
43. In2itive Search LLC - Confidential 10/23/2012
SEO Strategy – Must Have It
1. Keyword research
2. Quick on-page updates
3. Layout content strategy
4. Begin site layout or
structural (URL) changes
5. Share amazing content
6. Monitor, measure, mone
tize
53. History of Relevance
“Relevance is the key to a successful AdWords campaign on
Google”
AdWords is designed to reward relevance
Ad Rank is determined by an auction
of the ad’s relevance and the amount
advertisers are willing to pay
Max Quality
CPC X Score
Your bid Determined by Google
Courtesy of Google
54. Basic Definition: Quality Score
Quality Score is a dynamic variable assigned to each of
your keywords. It's calculated using a variety of factors
and measures how relevant your keyword is to your ad
text and to a user's search query.
Matched keyword’s click through rate (CTR) on
Google - Popular
Relevance of the keyword and ad to the search
query and landing page
Historical keyword performance on Google.com
Other relevancy factors that continually evolve
Courtesy of Google
74. In2itive Search LLC - Confidential 10/23/2012
Contact – Just in case
Nick Footer
nick@in2itivesearch.com
LinkedIn
Office: 503-206-4988
75. In2itive Search LLC - Confidential 10/23/2012
Resources
eMarketer.com
SEOmoz.org
Hubspot Marketing Grader
Google Agency Edge
Google Think with Insights
BrightLocal – Local SEO
Notas del editor
Isn’t everything really easy to find online already?
Keyword research is the foundation of any PPC, Social, or SEO campaigns as it helps us find out how our target market is researching our brand and products or services.
Keywords are searches entered into search engines that then will deliver organic and paid listings
Isn’t everything really easy to find online already?
Essentially: if you don’t own one of the top 10 domains in the United States people aren’t going to find your website because of your URL
----- Meeting Notes (10/22/12 11:05) -----How do you search for a new phone, TV, laptop?
The long tail, Chris Andersen. With unlimited shelf space or data storage it allows people to be exposed to niches that they normally would never had. That’s why we need keywords. The entire world can access your company and unless you own one of the top domains you absolutely have to optimize your site and ads with the keywords people are searching for.
People are using longer tail keywordsSource: http://weblogs.hitwise.com/alan-long/searchtermlength.htmlMore and more long tail searches
Isn’t everything really easy to find online already?----- Meeting Notes (10/22/12 11:23) -----KEYWORDS ARE THE FOUNDATION OF BOTH SEO AND PPC
Isn’t everything really easy to find online already?
----- Meeting Notes (10/22/12 11:23) -----Explain the difficulty to rank organically and borrow any tactics from competitors
----- Meeting Notes (10/22/12 11:23) -----Jump into SEO
Highly measurableAffordablePhoto credit: http://www.flickr.com/photos/breatheindigital/4778642362/sizes/o/----- Meeting Notes (10/22/12 11:23) -----"free traffic" is not so free these days
----- Meeting Notes (10/22/12 11:23) -----Each page has targeted keyword group to use for on-page optimization
Descriptive targeted keywords in title and URLH1 is ok and probably generated by their content management system (CMS)
Never want to lead with brand name in title tag(except on your homepage) since most companies will already rank for their brand name – Nintendo definitely does.URL has no targeted keywords and is poorly generated by their CMS H1 is ok
Would be a perfect example if they led with LED smart TV instead of the brandTitle has the targeted keyword of “smart tv” and specs of the tvURL has targeted keyword and model number – goodH1 – Awesome with targeted keywords
Title – only the brand name – add “candy bars”, “chocolate” or “Nutritional Information”URL – cut off word only targeting “nutrition” – Is this page about “nutrition”?H1 – Missing completely – the red 3 musketeers is an image, which search engines can’t read – really bad!
This page is definitely about “______” – resetting refugees – Great on page optimization!Title tag has keyword and not leading with brand nameURL – has targeted keyword yet doesn’t make it seem “overly optimized”H1 – Could be longer, but with the size of their H1 tags they probably have an internal character limit
Title – lead with the brand, but do have “Oregon Accomplishments” at the endURL – What type of “page” is this? Use your categories to help search engines and humans better understand your page. Don’t want to combine words. Separate phrases with dashes or underscores.H1 – What type of accomplishments are these? Search engine would have no idea.
Pay per click is a form of online advertising that denotes how advertisers pay for these ads – advertisers pay for ad placements only when their ad is actually CLICKED on. This is different than other types of advertising models that charge for each time an ad is displayed, for example.
----- Meeting Notes (10/22/12 11:23) -----How many people use Bing?
Ads can be placed in two ways. Target keywords on the page and google will place your ads on pages with the text that you choiceActually pick the exact URLs you want your ads to show up on
Here we have an example of a vertical display ad. These types of ads give you the opportunity to use a visual to grab the users attention. Once again you can see that the ad is directly related to the content on the site – the user is in the Tech/Green News section of discovery.com and is being shown an eco-friendly water bottle from dasani.
These are the biggest PPC networks, but there are a lot more out there.
Google is all about creating satisfied customers. Their entire business model is dependent on it. They want to provide the highest quality experience so that searchers always come back to google.
Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay----- Meeting Notes (10/16/11 12:51) -----Auction
Max 25 Characters
Google uses users IP addresses to determine where they are physically searching from and then ads are displayed that are targeted to the specific location. You can also choose to exclude certain locations if desired much like you can choose negative keywords to not have your ads show for.----- Meeting Notes (10/22/12 11:30) -----Give me some examples to why someone would want to use geo-targeting
In addition to showing your ads on a Google search results page in your targeted areas, Google also includes in their Maps results, which are often viewed when user is performing a local search. Here is an example of how Google is displaying a Borders location targeted ad within Google Maps. Notice how the listing is labeled “Ad” near the top of the pop-up. These ads don’t display exactly how a text ad would, but they are further enhanced by location details and images, including a logo tag on the map itself rather than a lettered pin. Whether or not you have physical locations, you should still configure geographic targeting to ensure that your pay per click ads are only being shown to most relevant potential customers – if you don’t ship your products to Japan, make sure your settings don’t allow your ads to show there.
----- Meeting Notes (10/22/12 11:30) -----Why would you want to exclude or separate mobile devices from your advertising?
If you discover that certain campaigns perform better on specific days of the week or during certain times of the day you can use ad scheduling to make sure your ad only runs during the most optimum times. With ad scheduling you can schedule your ads to appear during specific hours or days of the week. An example of this would be scheduling your ads to run only on weekdays, or only from 3:00 until 6:00 p.m. daily. If you use ad scheduling you can have your campaign run all day, every day, or as little as 15 minutes per week.An advanced option is also offered through ad scheduling that lets you adjust your bids for ads during certain time periods. For example, if your ads perform best between 7:00 and 10:00 a.m., you can use a higher bid for impressions or clicks during that timeframe. Conversely, you could decrease your bids during off-hours to save budget.You can set up ad scheduling by going into your advanced settings through the settings tab in AdWords. If budgets are tight, ad scheduling will be extremely important to ensure you are only showing your ads when they tend to get the best results.
----- Meeting Notes (10/22/12 11:30) -----Once you have your campaigns, ad groups and targeting optimized you need to be sure to send that targeted traffic to quality landing pages.
Image source: http://blog.kissmetrics.com/landing-page-design-infographic/?wide=1Think about the first 3 seconds after you click on a result on a Google search page.You are waiting to see what is on the landing page, you are looking for a product or message that closely matches what you searched for, and you are looking for something that tells you what you need to do next – whether it be BUY, or DOWNLOAD, or SUBMIT A FORM.Creating landing pages with the user experience in mind will only help your quality score. There are number of ways to do this.First, use related keywords in the headline or in the most prominent text on the page. This tells the user that this is the page that most accurately addresses their needs.Make sure you then continue to use related keywords in the body copy on the page – this will reinforce for the user that they are on the right page and that they should stay there and complete a conversion action.Ensure that you don’t have excessive images or other page elements that cause the page to load slowly. Users typically won’t wait for more than 5 seconds for a page to fully load so measure your speed and make adjustements accordingly.Be explicitly clear with your call to action – don’t assume the user knows what you want them to do – you need to tell them. So if you’re an ecommerce site, a button with a standard and familiar message such as “Add to cart” would be your call to action. For a B2B business, maybe you are looking for leads so something like “request a quote now” might be an appropriate call to action. Don’t hide it and don’t make the user guess what they should do – make it front and center and absolutely clear.Two other things that are standard on most websites, though are critical for a landing page in the eyes of Google, are links to the site’s Privacy Policy and also an About Us (or similar) link. Google wants to ensure that the sites that their searchers are landing on are on the up and up – these two elements help to convey to Google that this is a real site, with real people behind it. If you don’t have these linked to from some sort of navigation on your landing pages, such as in the footer, consider adding it immediately.
The parts of quality score that you have control over are ads and your landing pages.
The parts of quality score that you have control over are ads and your landing pages.
Why pay for advertising if I can get it for “free” – again not so free