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Ivantage: Search marketing trends
1.
1 www.ivantage.co.uk Search
marketing best practice Matt Trimmer Principal Consultant & Managing Director 1
2.
2 www.ivantage.co.uk About
ivantage Established in 2002 Independent 44th ranked search agency by NMA Only agency in UK with these Google certifications
3.
4.
Generating web site
traffic through
5.
Paid Search (PPC)
6.
Natural Search (SEO)
7.
Local & Mobile
search
8.
Social media
9.
Display & video
10.
E-mail
11.
Analyzing web site
traffic using
12.
Web Analytics to
accurately analyse how visitors find and interact with websites
13.
Converting web site
traffic using
14.
15.
5 www.ivantage.co.uk Client
projects - business to business
16.
www.ivantage.co.uk Client projects
– NGOs and GOs
17.
18.
Google AdWords
19.
Organic search
20.
On-page SEO
21.
22.
Depends on who
else is
23.
24.
Your Ad should
be most relevant
25.
26.
Communicate short term
offers
27.
Ad Extensions
28.
Ad Sitelinks
29.
30.
Easily done with
Google Analytics
31.
32.
Searches for “hair
loss supplements”
33.
Visits site but
does not buy
34.
Becomes an “aware
customer”
35.
Searches for “Tricologic”
36.
Visits site and
buys
37.
Brand keyword “wins”
sale on last click attribution
38.
Brand keywords show
high RoI
39.
Depends on tracking
technology
40.
Google Analytics Multichannel
Funnels
41.
42.
43.
44.
Call Metrics in
Beta (USA)
45.
46.
Reviews
47.
Limited release
48.
Need to feed
Google Product Search
49.
30 reviews at
Review Centre, Bizrate, etc
50.
Great for SEO
anyway
51.
52.
Those that +1
your Ad
53.
are recommending you
Ad/Site
54.
55.
On the Google
Display Network
56.
Lift the performance
of a search campaign
57.
Awareness
58.
Re-marketing
59.
Allows you to
show ads to users who've previously visited your website as they browse other sites in the Display network
60.
In-Video
61.
On You Tube
Video
62.
On the Google
Display Network
63.
Mobile
64.
Hyperlocal Distance Information
with Location Extensions
65.
Click to Call
66.
67.
www.ivantage.co.uk
68.
www.ivantage.co.uk/index.htm
69.
ivantage.co.uk
70.
ivantage.co.uk/index.htm
71.
Choose your preferred
(canonical) URL (marketing URL)
72.
www.ivantage.co.uk
73.
301 redirect all
other variations to your preferred URL
74.
This prevents duplication
75.
76.
Link with anchor
text to key pages
77.
or at least
to a static sitemap page
78.
Do have unique
Title Tags
79.
Match keywords used
by customers to pages with matching titles
80.
One page -
1-3 keywords
81.
Do have unique,
compelling description tags
82.
83.
with each step
increasing in difficulty, resources and engagement
84.
85.
Harness your political
link structure
86.
Connect to the
core
87.
Develop your profile
88.
Connect to your
theme
89.
Make your news
90.
Interact with your
theme
91.
Make the news
92.
93.
Canonical URL, linking
to key contentHarness your political link structure
94.
95.
Connect to core
trusted sites
96.
97.
26 www.ivantage.co.uk Core
directories cont’d (Planet Ocean)
98.
99.
Flickr.com
100.
Linkedin.com
101.
Myspace.com
102.
Friendster.com
103.
Profiles.yahoo.com
104.
360.yahoo.com squidoo.com
105.
groups.google.com
106.
groups.msn.com
107.
groups.yahoo.com
108.
spaces.msn.com
109.
110.
111.
Article directories
112.
Professional bodies,
organisations
113.
Industry representatives
114.
Research houses
115.
Vertical directories
116.
117.
Press releases (Social
Media Press Release)
118.
PRWeb
119.
Aim for
120.
Syndication or releases
with links to your site
121.
Blog Reviews
122.
Social Bookmarking of
123.
Release
124.
Syndicated releases
125.
Blog reviews
126.
127.
Competitors
128.
Commentators
129.
Expert postings
130.
Ensure blogs do
not using no follow tag
131.
Guest blogging on
relevant blogs
132.
Target key blogs
133.
Advanced search
134.
135.
Develop a news
feed
136.
Apply to become
a news source
137.
Google
138.
Yahoo!
139.
Develop a blog
140.
Create a micro-blog
141.
Twitter
142.
143.
Link bait –
reasons to link back to site
144.
Lists
145.
101 ways to
146.
10 reports to
die for
147.
Interviews
148.
Tools
149.
E.g. Wordpress.org
150.
Awards and Contests
151.
Gadgets and Widgets
152.
Google Gadgets
153.
Facebook Apps
154.
Yahoo widgets
155.
Aim for
156.
Viral effect
157.
E.g “will it
blend”
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