Introduction to Search Marketing - Search Engine Optimisation
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In this SlideShare we look at Search Engine Optimisation as part of Search Marketing. We consider the elements that can affect SEO as well as looking at some basic tools and strategies
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Introduction to Search Marketing - Search Engine Optimisation
- 1. Digital marketingTools and Tactics Search Marketing Rhys Downard Director of Strategy and Operations at Media Rocket Studio www.mediarocket.co.za
- 3. There are two main components Search Engine Optimisation • Organic process • Driven by content • Requires knowledge and use of • On page optimisation • Off page optimisation • Long term process • Trusted by users and good for brand building, awareness and conversion Search Engine Marketing • Paid process • Driven by budget and campaign optimisation • Short term and quick to launch • Requires knowledge of search Ad Networks (AdWords) • Not as trusted by users but good at driving short term returns and conversions
- 4. Search Engine Marketing Overview
- 6. What is SEO? • “The process of increasing the quantity and quality of visitor traffic from search engines such as Google, Bing andYahoo” – Rand Fishkin from Moz
- 7. SEO • The process of increasing the visibility of a brand’s/business’s online presence in SERPs (Search Engine Results pages) • SEO is an “organic” process and should be thought of in that light. However it can be supported by other digital activities such as Social Media and paid traffic to a site
- 8. The Problem with SEO is that… • It is big • There are differing opinions on ranking factors • It is hard work and takes time • Many ways to solve the ranking problem
- 9. The Basic Elements of SEO SEO is huge and evolving. Trying to teach everything in one go is near impossible. However we can understand the basic foundations that a good web marketer should have in using SEO as part of their digital marketing toolkit
- 10. On Page Elements Many of the on-page elements of SEO require a degree of technical knowledge to implement but having a basic understand of what they are and why they are important is invaluable in planning for a site’s SEO and search performance On page elements refer to page items that can be optimized for increased exposure and availability to search engines for the purpose of indexation and ranking.
- 12. External or inbound Links QualityTrust and Authority work together to determine link source value of the source Some links don’t transfer equity. I.e. the link does not share “link juice” with your site so does not act as a value factor Freshness of links is NB. In general new link generation is good. However – Don’t mass produce links from sources like link farms – this is Black Hat SEO and can damage your sites rank
- 13. Social Signals • REPUTATION • SHARES • VALUE • RELEVANCE • INBOUND LINKS • REACH • AWARENESS TRAFFIC GENERATION Although we have not been able to exactly identify the influence that social has on site rank it has been surmised that there is a
- 14. Personal/Local SEO • PER USER RELEVANCE • COUNTRY • LOCALITY • HISTORY • SOCIAL www.mediarocket.co.za
- 15. User Experience One of the key factors we believe Google considers are the data points that define whether a user had a good or bad experience on your site www.mediarocket.co.za
- 17. Keyword research & targeting
- 19. Understanding your keywords Business • Your products and services • Your brand • Your industry Users • What do your products and services do for users • What else do your users search for around your industry/product/service • What do you think your users are searching for? www.mediarocket.co.za
- 20. Types of Keywords Fat head (Short tail): These are single word that will have high reach and volume but will not be very specific and may result in irrelevant and low converting traffic. These terms are very difficult to compete on Chunky middle (Mid-Tail): There are a few words that are more specific and will have lower search volumes and reach but will have more relevant traffic and higher conversions These terms are less competitive Long tail: These are highly specific phrases that will have low search volume and reach but will result in highly relevant traffic and high conversions. These terms are generally the least competitive
- 21. Using AdWords to determine competitiveness of key words • Today I am interested in selling pink slippers • Buy pink slippers • Wear pink slippers • Buy slippers • Slippers • Where to buy slippers • The best slippers • Who can wear pink slippers 1. Make sure you have your list of initial terms 2. Go to https://adwords.google.com 3. Create an account if you don’t have one, go to tools then select keyword planner 4. Choose “search for new keywords…..” 5. Enter your brainstormed list of keywords and hit “get ideas”
- 22. Using AdWords to determine competitiveness of key words • Today I am interested in selling pink slippers • Buy pink slippers • Wear pink slippers • Buy slippers • Slippers • Where to buy slippers • The best slippers • Who can wear pink slippers 6. Export the keywords out of AdWords into excel 7. Now look for relevant keywords with good search and see what the competition on them is 8. Build this into your keyword Profile
- 23. Keyword Profile • Develop profile based on research and content needs • A profile should target primary and secondary key terms • It should account for the theme of each page expected on the site • Based on required actions of a user… i.e. blue shoes vs. buy blue shoes
- 25. www.mediarocket.co.za Content is the Fuel that drives the SEO Engine
- 26. Relevance to Search Queries User Search Query • “Where can I buy red reeboks?” Content on page • Your key term: Red Reeboks www.mediarocket.co.za
- 27. Valuable to user User search query • “Where can I buy red reeboks?” Your landing page • Article about Ronaldo and his red reeboks = not helpful • Landing page on Ecommerce store to buy exactly red reeboks = very helpful www.mediarocket.co.za
- 29. Local SEO • User context is NB to google • One of the most noteworthy is the users location at time of search • Including location terms may increase your ranking for a specific location • “Best pizza place in south Africa” • “Best pizza place in Rosebank South Africa”
- 30. • ADD SOCIAL SHARE OPTIONS! • You can use Addthis or similar sharing solution to easily add share options to content on your site • Social signals increase the value that Google can attribute to the site but this is minimal.The true value is in getting your content shared so that user’s peers will find the link, travel back to the site and engage www.mediarocket.co.za Shareable
- 31. Usability, Experience and Content • Sites that tend to do well with their users are varied but have the following basic items • Easy to use, navigate, and understand • Provide direct, actionable information relevant to the query • Professionally designed and accessible to modern browsers • Deliver high quality, legitimate, credible content
- 32. User Experience • Can Users get to the information that is most important? • Is the most important content higher in the page hierarchy?
- 33. Signals of Quality Content • Linking Patterns: http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings
- 34. Signals of Quality Content • Metrics to measure. • Time on site • Pages/per visit • Engagement • Frequency • Inbound links to content pieces • Shares of content pieces
- 35. Link Building
- 38. • Don’t use link farms – if someone offers to sell you links just say NO! • Don’t overuse directories to build links to your site www.mediarocket.co.za Things not to do!
- 39. Lets Review the Process http://www.buzzysocial.com/services/search-engine-optimization/
- 40. Good vs. Bad SEO • In this context we define white hat vs. black hat SEO. • White hat SEO is an attempt to generate valuable unique content and experiences for users while keeping the technical SEO factors in check • Black Hat SEO is about trying to Game the system into thinking that the site is more valuable than it really is
- 41. SEO Hats
Editor's Notes
- Avoid Link Farms, Avoid non-valuable links
- Fat Head: Shoe Chunky Middle: Blue Shoes Long Tail: Blue shoes for sale johannesburg More specific and return driven
- A website can have the best content in the world but if no one can get to it then it is pointless having the content.
- The engines discovered early on that the link structure of the web could serve as a proxy for votes and popularity - higher quality sites and information earned more links than their less useful, lower quality peers. Today, link analysis algorithms have advanced considerably, but these principles hold true.