Post on 24-Jan-2015
description
Lifting the Lid on Search Marketing ~ how it works; what you can do ~
Note: This presentation was created for the 2009 Travel Distribution Summit held in Singapore on April 2, 2009
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what is search marketing ?
The term search marketing encompasses a range of activities, from classic search engine optimization, to management of pay-per-click (PPC) services, to use of Web 2.0 techniques to promote your site and make it more visible to searcher.
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key factors to consider
The domain name Relevant Inbound links Content of URLs Amount of content Keyword density Internal link density The age of your domain Consistency of your search marketing efforts - inconsistent efforts under-perform
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formulate reasonable goals Yes, I know, we all want to be #1 on Google…
Remember that Google rankings are only a means to an end – the goal is an increase in relevant traffic. You don't have to be on page one of Google to achieve this goal (though it does help!).
Keep this in mind as it will shape your implementation and your tracking -- and without it, you are likely to waste your efforts.
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conduct an SEO audit What to consider:
Identify areas of opportunity (keyphrases with more traffic and less competition) Where you rank now, relative to your key words # of inbound links # of pages indexed Who currently dominates your chosen keywords Their inbound links & pages indexed Compare your metadata to theirs Conduct content audit to assess suitability for optimization for your keywords Decide which pages to optimize
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don't forget the long tail
The longer the keyword combination, the less competition, AND the higher the conversion rate! Generic keyphrases are highly competitive and require long term commitment (or PPC). The long tail is often the point of least resistance.
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online tools & resources
Google Webmaster account Yahoo! Site Explorer MSN's Webmaster Center Page Rank finder (of your choice) Wordtracker The search engines themselves Alexa Ranking Your PPC reports Your web analytics reports Google AdWords blog Webmaster World Search Engine Watch
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offline tools (installed apps)
Advanced Web Ranking Link Popularity Checker Your homegrown tools
Tracking sheet Audit sheet Competitor analysis
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Make your site search friendly This is classic “SEO” -- the process of optimizing a site for the search engines. It is necessary! One of the few areas where you really need an expert’s assistance. Key Issues:
Search engine friendly URLs (SEF) page titles metadata element attributes keyword density internal link density and link text Robots.txt file
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The place of metadata
Metadata isn’t dead (though it is less important) It should not be ignored Key field => Description Key field => Keywords Key field => Robots Many optional fields here
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Make your site search friendly - extras
Use a site map Implement effective handling of 404s Enforcement (and use) of consistent URL formulation (www or not www) Tags (taxonomy) : can have a positive affect on internal link density Internal links – use title attribute and use link text
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now you are ready to register!
You must manually register on the key engines Automated software has a limited and secondary role Create & maintain XML site maps Set up Google Webmaster Tools account Set up Yahoo! Site Explorer account Set up an MSN Webmaster Center account Don’t be afraid to re-register if the site does not show up in a reasonable period of time – but don't overdue it!
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building links
Hit the key directories - Yahoo!, DMOZ, any niche market directories Look at your competitors’ links pages The key: Relevant, high ranking sites Build links to your key pages -- not just the homepage Use keyword-specific link text Investigate services like Link Metro Are you willing to buy links? This takes massive amounts of time.
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increase the number of pages indexed
Create internal links Maintain a site map on your site Keep those URLs friendly! Keep XML site map updated Consider using "spider food"
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what’s a “friendly” (SEF) URL?
Search Engine (& user!) Hostile: http://www.balitravelportal.com/index.php? page=main.php&action=ShowCategory&catid=56
Friendly: h/p://www.balitravelportal.com/south‐bali/kuta
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the role of PPC
When you absolutely, positively have to be on Page One -- today! Both Yahoo! and Google have programs worth looking at. Google = no set up fees, daily budgets with no deposit Yahoo! = small set up fee + prepaid deposit charged against daily Google has better syndication and site targeting PPC does not directly impact your search position
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SEO 2.0
Digg & Newsvine can fast-track listing StumbleUpon – can drive traffic Exploit the increasing number of social
bookmarking sites Establish a presence on relevant niche
community sites. Don't forget Wikipedia. Content creation for Web 2.0 sites worthwhile –
This is the New PR. Get bookmarking tools on your site Is your site suitable for a widget? If you have suitable content, offer RSS feeds
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SEO 2.0 - Participating in Community
Seek out community sites frequented by your target markets.
Create a place to interact with them. Logical choices:
Facebook Orkut Bebo Hi5 MySpace A Small World other niche sites suitable to your offering
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SEO 2.0 – Does it Work?
Consider These Two Examples…
Facebook Initiated the ‘I Love Bali Villas’ group for client in Dec 07 Today, over 1,600 members
54 photos
Numerous posts
TripAdvisor: Set up account for client's brand Contributed postings, photos, forum advice
Now client's #1 non-search engine referrer
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SEO 2.0 – What about Twitter?
Love it or hate it, but don't ignore it. Your Twitter profile will be indexed.
It's useful for tracking market sentiment towards your brand and for identifying trends.
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special SEO considerations
Site rebuilds must plan and manage migration! I.D. key indexed pages put 301 re-directs on them
In the sandbox… nothing to do but wait
Blacklisted can petition for re-indexing get your Google Webmaster account set up
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you have to track!
Where do you stand now? If you don't know, that is the first issue to address. You must have some baseline / context to evaluate efforts. Ask: What’s working? Ask: What needs more attention? Feedback the knowledge into your efforts. Google Analytics is a great choice and the price is right! Programs like Advanced Web Ranking are also very useful. Check those PPC reports Check your Google Webmaster account
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managing your SEO team
Be suspicious of people who promise specific results. Negotiate performance-based contracts, where possible. Budget for ongoing maintenance activities. Get your SEO in order before launching a campaign. Track obsessively! Don’t allow Black Hat methods!
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Ric Shreves
www.waterandstone.com
www.WaterAndStone.com
ric@waterandstone.com
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Thank you for your time.