Here is Jez's presentation from The Business Show, in association with Nominet, about the ten key elements of the modern search engine marketing process, with an explanation of why each element is important and what effect it can have on a business’s bottom line. The presentation covers the fundamentals of SEM and advanced topics, including website structure, keyword research and targeting, content, links, pay per click (PPC), using analytics to measure effectiveness and an overview of the marketing implications of the new .uk domain extensions. Read our full interactive blog post here: http://www.theinternetworks.co.uk/2014/05/top-ten-tips-effective-search-engine-marketing-2014/

1. Top Ten Tips for Effective Search
Engine Marketing in 2014
By Jez Booker
in association with

3. 10 Set up Webmaster Accounts
(correctly!)
9 Set up PPC accounts with AdWords
AND Bing Ads
8 Use Keyword research to measure the
whole market (use PPC at start of any
new project)
7 Do your links research
Here are the top 10 tips I will talk about…
6Use Markup
5Your content strategy is vital
4 Video is sexy
3 Title & Meta descriptions
remain #1 tech change
2 Engagement stats are key
1 Get a good domain name

4. TOP 10 Tips – Let‟s Start the Countdown!
(Don’t worry it won’t be this
painful!)

5. 10. Set up webmaster accounts (correctly!)
Webmaster
accounts:
• Job No.1 – sometimes overlooked by new clients we work
with.
• Each domain / website should have its own individual account
with Google and Bing.
• Most important: all your Google (or Bing) products go into
this account – e.g. your Google Analytics, Gmail, maybe your
Youtube account, Webmaster Tools account (we’ll touch on
this in a moment), Google Local Places, G+, Google Docs,
Google Drive, Google AdWords etc.
• If you have more than 1 domain / website, then you set-up a
master account (an umbrella account) within which you place
each of the individual accounts.

6. Once you have a Google Account, be sure to set up a
Webmaster Tools account which gives you access to a whole
bunch of useful data.

7. The WT account is also where you will receive automated
messages from Google (or Bing in their WT) concerning
the health of your website.

8. • Here is an excerpt from the TIW Webmaster Tools account. You can see how
we have been granted permission to access our clients’ accounts.
• You can grant permission to anyone with a Google Account – and you have a
certain degree of granularity on what you give access to (restricted access) if
you want to keep certain business critical information hidden.

9. 9. Set up PPC accounts with AdWords AND Bing Ads
(what we call the „blended approach to web marketing)
It’s not all about
Google AdWords…
What about me???
• For almost all commercial search terms,
the top of the search results pages will
be dominated by Ad results.
• You cannot ignore PPC - it must be a part
of your strategy.
• You should also include Bing Ads (which
also gives coverage on Yahoo! Search
engine) – something which many
businesses do not do and which means
they miss out on up to 10% of UK
searches in some sectors and 15% in the
USA.

10. What about me???
• Google will most often put three adverts at the top of its search results and
often add ‘Sponsored Shopping’ results.
• Look how much real estate is taken up by sponsored messages (87%) vs
organic results (13%) on your screen (above the fold). Yahoo’s search also has
three main ads, but use Bing and you can get up to four ads while Ask.com
has gone wild and sometimes goes with five.
• When signed in to google on my phone, searches that require local results –
such as for car mechanic or burger restaurant – get one organic result and
then the next 5, 6 or 7 are all local businesses.

11. Keyword
finder tools:
Intent of search:
• Navigational
• Informational
• Commercial
• Transactional
8. Use Keyword research to measure the whole market
(use PPC at start of any new project)
Search categories:
• Brand
• Location
• Gender
• Occasion

12. 7. Do your links research

13. 7. Do your links research
• Majestic is a paid-for tool which all SEO agencies use.
• There is a free version which you can explore. However, if you are serious about
understanding link profiles then there are plans starting at £29.99/month.

14. 6. Use Markup
Structured data + Extended Vocabulary
<div itemscope itemtype=“http://schema.org/Product”>
Microdata
Microformats
RDFa
Schema.org

15. 6. Markup: Authorship

16. 6. Markup: Rich snippets

17. 5. Your content strategy is vital
• Content strategy is your route to capturing long-term traffic.
• As well as establishing your presence for search engines, your organic content gives you
‘permission to sell’ at a later time. Quality web content enables you to grab consumers early in
their buying process, when your content demonstrates your expertise and, with a heavy dose of
branding, worms its way into the consumer’s brain.
• Early on in the buying process is when your organic content can have a good influence over
consumer behaviour.
• Content, as has been said, is the fuel that drives the inbound effect. Content is a conversation
starter and is generally the only way to develop a strong standing with search engines.
• (Organic content also is good for confirmation and reducing buyer remorse – ‘you made the right
decision, what a clever consumer you are’ – and building brand loyalty for repeat purchases.)

18. 5. Your content strategy is vital
• As the consumption process involves so much online research nowadays, during the early stages
of their “decision making journey” consumers build up what McKinsey calls “accumulated
impressions” that form the initial set of products of their potential purchasing options.
• You have to accept that the consumer will leave your site and visit competitor sites. You will get
some who buy on the first visit but most will not. Later in the buying process they will come back
to check details or specifications, re-read things. It can be a long process – even longer with big
ticket items.
• QUART – quality - uniqueness – authority – relevance – trust.
• It should have the WOW factor.

20. 5. Your content strategy is vital
Persistence is key

21. 4. Video is sexy
• Google and the other search engines often like to have a variety to their
search engine results.
• Video is one of the forms in which content can be delivered and where
search engines see an opportunity to include them, they will.
• Think about your company’s content assets – do they include any
films/video? Is there any content that can be easily translated into
video?
• Here, you might wish to engage any of the younger members of your
team – the younger generation are whizzes when it comes to creating
videos – Ever seen any Vines?
• You might be amazed at how professional they can make a video look!

22. 4. Video

23. 4. Video

24. 4. Video

25. 4. Video

26. 4. Video
“Having a VIDEO compared
to just TEXT will almost
TRIPLE the average number
of linking domains”
Casey Henry – Moz.com

27. 3. Title tags
• Your title tag remains, even today, the number one technical optimisation you can do to improve
your rankings.
• The words you are using in your title tag must be included in the content of the page.
• It is worth taking time getting your title tags right.
• Under 512 pixels in width, generally 55 to 60 characters.
• Place keywords as close to the beginning as possible; the closer a word to the start of the tag, the
more influence it exerts.
• Make title tags readable.
• If you include a brand in the title tags, place it at the end unless it is a well-known brand people
seek out.
• Make each title unique.
• Avoid stuffing keywords.

28. moz.com/blog/new-title-tag-guidelines-preview-tool
3. Title tags

29. 2. Think about engagement
• In the last 2 years Google has made some fundamental changes to its
algorithm.
• Possibly the key change is a new emphasis on “engagement”.
• Engagement stats are things like – time on page/site, bounce rate, pages per
session.
• I am going to introduce you to the concept of the long click:
What's a Long Click?
A long click occurs when a user performs a search, clicks through on a
result and remains on that site for a long time. They don't come back to the
result set immediately to click on another result or to refine their query. In
general, long clicks are a proxy for satisfaction
and success.

30. 2. Think about engagement
Why are Long Clicks Important?
Long clicks are important to Google because it gives them a way to measure the satisfaction of the
result based on downstream behaviour. Sure, a result might get a lot of clicks but did it actually satisfy
the query?
Is it a success if 100 people click but 98 go back within 10 seconds? What if those 98 people all clicked
on an alternate result?
Google knows that the search algorithm still isn't that smart. It routinely makes mistakes and can often
be led down the wrong path by aggressive search engine optimization. Long clicks provide a feedback
mechanism, a type of human quality assurance that is lacking in the algorithm.
Long clicks are important to you because they will may help increase your SERP rank.
The chatter from Google makes us SEO’s believe that it is part of the algorithm. How much it is
weighted now and in the future remains to be seen. One way or the other Google is saying that longer
is better.

31. 1. Get yourself a good domain name!
Five Rules for Choosing a Good Domain Name
1. Choose your suffix wisely
.uk vs .com? – Research by Nominet shows that British consumers prefer local domain names (8/10
in a widely reported survey). It is a question of relevance, trust and reliability.
“A local trust point with a brand”
The new .uk now offers options comparable to what is available internationally (e.g. example.de /
example.fr) and is shorter and snappier.
2. If you are planning to expand abroad make sure you can also get the .com and any country
specific ones.
3. Avoid long and difficult spellings and make the domain as unique as possible.
Memorability is vital and the easier to type and pass on the better. (Flickr? Flicker?)

32. 1. Get yourself a good domain name!
Five Rules for Choosing a Good Domain Name
4. Avoid hyphens and numbers (if possible)
5. Your Brand is paramount
When someone hears about your domain name for the first time, they should be able to instantly
and accurately guess at the type of content that might be found there. For that reason, these are
great domain names:
- Ticketmaster.co.uk
- NotGoingToUni.co.uk
- Rightmove.co.uk
- GreenCarGuide.co.uk
Domains like zoopla.co.uk, Amazon.com and Zillow.com are memorable but have required far more
branding because of their un-intuitive names