Basics of SEO & SEM...Organic search engine optimization (organic SEO) refers to the methods used to...

Basics of SEO & SEMMarch 6th, 2019Tourism Tech SymposiumAnvil Media

Mike TerryVice President

mike@anvilmedia.com

About Me

Our Agency’s Tourism Experience— Bella Coola Heli Sports

— Gatlinburg Falls Resort

— GolfNow.com

— Grand America

— Hard Rock Hotels

— Heathman Lodge

— Innsight Hotel Management Group

— Jackson Hole

— Martin Hospitality

— Noble House Hotels & Resorts

— Oregon Restaurant and Lodging Association (ORLA)

— Pompano Beach Club

— Salishan Spa & Golf Resort

— Southern Oregon Visitors Association

— Tahoe Mountain Resorts

— Timberline Lodge

— Travel Lane County

— Travel Oregon

— Travel Portland

— Travel Tacoma

— Washington County Visitors Association

How to Rule the Internet

What is SEO?

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines.

Organic search engine optimization (organic SEO) refers to the methods used to obtain a high placement (or ranking) on a search engine results page in unpaid, algorithm-driven results on a given search engine.

Our goal is to identify keywords that match user search intent and increase website traffic, conversions, bookings and revenue.

The 3Cs of SEO

Content

Credibility

Keyword Research

Title Tags

Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important both for SEO and social sharing. The title element of a web page is meant to be an accurate and concise description of a page's content.

- Optimal length is 50-60 characters. Google recommends 55 or less

Meta Descriptions

Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.

- Optimal length is 155 characters.

Great Example – Moz.com

—Keywords in Title Tag

—Product Identified in Title Tag

—Product Benefit Identified in Title Tag

—Meta Description is ideal character length and rich with keywords

Search Engine Results Page (SERP)

Key SEO Ranking Factors

Speed Kills

SEO Website Tools

—Check website speed: www.thinkwithgoogle.com/feature/testmysite

—Check duplicate content: siteliner.com

—Check Local SEO: moz.com

Off-Site SEO

Benefits

— Increases organic search and domain authority

— Understand how to create meaningful content that attracts qualified traffic AND supports conversions

— Increase online word-of-mouth advertising, brand awareness, and organic authority through improved social sharing tactics

How to Improve?

Social Mentions

— Social engagement (shares/likes) Twitter, Facebook, Instagram, LinkedIn

— Reviews on Google, Facebook

Site History

— Google penalty – not implementing latest Google best-practices

— CTR (Click through rate)

— Engagement metrics (Google Analytics) – Bounce rate, time on site, etc.

— Relevant to the search

— Inbound and outbound

— Keyword focused

Keyword Research

Keyword Research Trends

– Voice search = answering questions– Local search = destinations & instant answers– Increasing number of channels for search– Semantic search = focus on intent and context– Obfuscated Google data– Tools: Übersuggest, SEMrush, MOZ, iSpionage, Keyword IO &

Keyword Studio

Keyword Research Strategies

– Focus on answering user questions – Improve integration between SEO & content strategy– Chase the (Long) Tail via community forums– Map keywords to the customer journey– Focus on conversions & revenue over rank & traffic– Think Search Experience Optimization = new SEO

Keyword Research

SEO Strategy for all companies

—On-Site SEO Audit

—Off-Site SEO Audit

—Keyword Research

—Local SEO

—Monitor, measure and monetize

The Value Proposition for Search

The Future of SEO – Voice Search

Voice Assistants are here to stay

Voice Search Statistics

— 1 in 6 Americans own a smart speaker

— 50% of travelers use voice search for part of their trip

— 40% of adults use voice search one per day

— By 2020, 50% of all searches will be voice searches

— Voice commerce was $1.8 Billion in 2017

— 20% of mobile queries are voice searches

— Mobile voice-related searches are 3x more likely to be local-based than text based

— 72% of people who own a voice-activated speaker say their devices are often used as part of daily routine

Voice Search: Usage Trends

What is SEM?

Search engine marketing is the process of gaining website traffic by purchasing ads on search engines.

SEM commonly and refers to these activities: — Paid search ads— Paid search advertising— Pay-Per-Click (PPC)

SEM Terminology

Bounce rate is the % of website visitors who leave the site after viewing only one page

Click Through Rate (CTR) the % of people who click a link in an ad

Average Ad Position is a statistic that describes how ad ad ranks against other ads. This rank determines in which order ads appear on the page

— Paid search is the process of achieving marketing goals by purchasing ads on search engines or partner sites

— With paid search you pay either each time your ad is clicked (pay-per-click) or, less commonly, each time your ad is displayed (cost-per-impression -CPM)

What is paid search?

Examples of pay-per-click paid search ads on Google

Who does paid search?

Digital advertising growth• According to eMarketer, digital ad

spending world wide will reach $178B in 2016

• As a percentage of total media spend, digital paid media will make up over 25% of all advertising world wide

• Global trends show increasing importance on digital paid media and potential for growth

— Paid search ads can be placed on search engine results pages (SERPs), where users view the results of their search queries

— SERPs can range from the major search engines to review websites to social media platforms and more

Where can ads be placed?

Why use paid search?

• Low barrier to entry• Immediate &

consistent traffic• Highly targeted• Control costs• Measure results

Low barrier to entry

• Effective advertising on a limited budget

• Build and launch a campaign within hours

• User-friendly training, support, and toolkit

Immediate & consistent traffic

• Gain first page exposure for target keywords upon launch

• Control traffic lulls and spikes with consistency based on how much you want to spend

Highly targeted

• Audiences are actively and specifically seeking out advertisers’ products

• Advertisers are able to target searchers who have the intent to act on certain keywords with highly relevant ads

Control costs

• With PPC, you only pay for results

• You have the ability to set guidelines on spend to you comfort level and to reach your specific marketing goals

Measure results

• Paid search is track-able, testable, and transparent

• You can measure clicks, conversions, click through rates, and a whole host of key metrics

• Test elements in your account and build off learnings

How does it work?

Paid search process1. Advertiser targets and bids on

specific keywords2. Users enter a search query that

matches the advertiser’s keyword targeting

3. Advertisers paid search ad is shown

4. User clicks on ad, visits advertiser's website, and advertiser is charged for that click

Advertiser targets the keyword [pizza t-shirt] and bids $1.00 for it

Key components of paid search

Keywords Ad Copy Targeting

User Search

Landing Page

Conversion

Goal(Traffic)

Goal(Revenue/Leads)

Building the account

How to start a PPC campaign

1. Identify & track goals2. Research target

audience & keywords3. Organize account4. Create ad copy5. Finalize targeting6. Launch

Identify & establish goals

• To measure your paid search campaign’s value, identify what you want to achieve:• More traffic

• Cheaper traffic• More revenue

• Higher returns• More leads

• Cheaper leads

Track goals

• Your goals will dictate how you manage the account

• Once goals are in place:• Benchmark

performance on a scheduled basis

• Manage account to achieve performance closer to goals

Key performance indicators• Use key performance

indicators to determine how well you are achieving your goals

• Driving traffic:• Total clicks/impressions

• Traffic Efficiency:• Increasing CTR• Reducing CPC

• Driving Leads/Revenue• Total Conversions

• Lead/Revenue Efficiency• Lowering CPA• Increasing ROI

“pizza t-shirt”

“a shirt with a pizza on it LOL”

“do pizza shirts exist?”

“funny pizza shirts”

Target Audience Research

Keyword ResearchKeyword Research tactics:

• AdWords’ Keyword Planner Tool• Google Search Suggest• Competitor Websites• Google Trends• Google Analytics• Internal Sales Data

— 3 Headlines = 30 Characters each

— 2 Description Lines = 90 Characters each

— 2 Page Paths = 15 Characters each

Key Components of an Ad

Google Ad Diagram

Headlines: 1 – 3

Display URL

Call-out extension Sitelinks extension

Descriptions - 90 characters

Review extension

Anatomy of Great Ad

• Main keywords in headline• Descriptive KWs in descriptions • Brand listed clearly • Ad extensions utilized fully

• Call-out extensions showcase key features and promos

• Review extension gives authority

• Sitelink extensions improve user experience and encourage deeper engagement

— Has a relevant keyword in the headline

Anatomy of a Great Ad

— Includes relevant keywords in the description

— Has an compelling offer in the headline or description

— Sitelinks

— Callout

— Structured Snippet

— Call

— Message

— Location

— Affiliate Location

— Price

— App

— Automated

— Promotional

Ad Extensions

At any given time, Google has 5-10 additional ad extensions in beta testing

Ad Extensions: Sitelinks

Sitelinks allow ads to take up more page real estate on Google search results pages.

— Ad Group level extensions allow for more variety and specificity of text

— Additional opportunity for keywords in text

— More real estate above the fold

— Provides ability to segment and test different extensions

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Ad Extensions: CalloutCallout ExtensionsCallouts allow another line of text up to 25 characters below the main ad text to display a feature or service to drive more users to find out more about the business offerings.

Callout extensions are specific to each campaign or ad group and can be customized accordingly.— Campaign level extensions allow

for more variety and specificity of text

— Additional opportunity for keywords in text

— More real estate above the fold— Provides ability to segment and

test different extensions

Landing Page Best Practices

1. Create an attention grabbing headline 2. Remove navigation3. Get straight to the offer4. Value of the offer5. Use relevant images6. Contrasting CTA7. Keep branding on top of your mind8. Avoid clutter9. Formatting is key10. Include trust factors

EXPANDING BEYOND SEARCH

Shopping Overview

PLAs – Product Listing AdsThese are shopping ads that appear in “highly commercial” searches on Google and in the Google Shopping tab. The targeting is based solely on the keywords that are contained in the product’s description, located in the Merchant Center. Descriptions, images, prices, etc. cannot be changed in AdWords.

Merchant FeedThis is the crux of a shopping campaign. It is a feed that is uploaded into Merchant Center by the advertiser (client), which contains all of the information (include images) that are used in the PLAs. Without an optimized feed, PLAs cannot be successful. The feed must be maintained regularly by uploading updated versions. It cannot be edited without uploading a new feed in its entirety.

Display Overview

GDN – Google Display Network

A network consisting of hundreds of thousands of websites that have

agreed to serve ads on behalf of Google

• Ads can be text, jpg, HTML5, or video

• Not all sites allow all ad types or all sizes

• There are restrictions on dimensions

• Placement/targeting options:

• Affinity Group• Topic• URL (Gmail only)

• In-Market• Demographics• Similar Audience

• Keyword• Remarketing• Managed Placement

How Retargeting Works

Remarketing Process

There are multiple types of remarketing tags including – Google, through AdWords or Analytics, Adroll, Facebook, and other display vendors. These remarketing tags collect site visitor data to allow advertise to show ads to those who have been to the site that did not do a desired action.

Remarketing Tags

Remarketing tags are placed on the site in addition to Analytics tags and are managed through the Remarketing platform Shared Library in AdWords

Remarketing can be done through AdWords, AdRoll, and most social platforms

Social Media Remarketing

Facebook Using the same functionality as AdWords, Facebook can retarget to users based on specific areas of the site that these users visited and serve ads to these users based on their behavior.

Twitter Tailored AudiencesMarketers can upload email lists of users that are in the sales pipeline, or newsletter, but have not converted to target on Twitter.

AdvantagesSocial media provides the same coverage as GDN remarketing with the added benefit of combining data layers from the social platforms for added targeting.

Additional targeting - Devices

Geo-Graphic TargetingRegional Targeting Radius Targeting

Network Targeting

Google Search

• Searched Keywords

• Text Ads

• Google.com

Search Network

• Searched Keywords

• Text Ads

• Partner Sites (+ Google.com)

Display Network

• No Searches

• Contextual –Articles, etc.

• Text Ads

• Banner Ads

• Video Ads

• Network Sites (not Google.com)

Time of Day Targeting

Launch

• With goals established; account, campaign, ad groups, and keywords organized; and ad copy locked down all that is left is to implement and launch

• Advertisers can use either Google AdWords’ platform within their browser or download the AdWords Editor for advanced management

Managing the account

Qualify keyword traffic• Broad and phrase match-type

keywords can bring in search queries unrelated to your targeting, which can drive up costs• Ex: “pizza t-shirt” can bring

up the search query “how to clean pizza from my t-shirt”

• Analyze the account’s search query report, found in the Keyword tab, to see what exactly users are searching for, and exclude irrelevant searches

Measure Conversions

• Make sure your conversions are set up properly so that you can accurately track goals

• Implement the conversion tracking pixel across your site

• Define what a conversions mean for your campaign:• Form fill• Whitepaper download• Sales• Visiting a specific page

Testing

• Test, test, TEST!• Continue to test and refine

your account to optimize it to the fullest

• Test:• Ad copy headlines and

descriptions• Landing pages• Keyword combinations• Day and time adjustments• Everything

Mike TerryVice President Anvil Media, Inc.503-444-6226mike@anvilmedia.com Twitter: @PDXadman

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