An Integrated Approach to Search Marketing - Marty Hayes - MuseumNext 2014

www.venturestream.co.uk

AN INTEGRATED APPROACH TO SEARCH MARKETING

Marty Hayes,Digital Director, Venture Stream

@MartyHayes


ABOUT US VENTURE STREAM


WE’RE JUST OVER THE BRIDGE…


OUR DIGITAL MARKETING APPROACH…

Conversion Rate Optimisation

SEO PPC Email Affiliates Social Content

Strategy Leadership

Analytics


WHO WE WORK WITH


WHAT WE’LL COVER• How search marketing has evolved

• What an integrated approach to search marketing looks like

• How to look for opportunities in your market


HOW HAS SEARCH MARKETING EVOLVED?


GOOGLE PANDA UPDATE

• February 2012

• Panda seemed to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. Panda rolled out over at least a couple of months, hitting Europe in April 2011

• “Cleaning up the web”

• Panda 4.0 – May 2014– impacted 7.5% of English-

language queries


GOOGLE PENGUIN UPDATE

• April 2012

• After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing

• Rewarding high quality sites


GOOGLE HUMMINGBIRD UPDATE

• September 2013 – Google officially unveils the first major algorithm upgrade in 3 years– Previous version, ‘Caffeine’ was

built to better index websites in search results

• Hummingbird affected about 90% of Google searches

• Targeting longer, more complex, conversational search queries

• Google attempting to understand intent and meaning

• A shift in the landscape


THE IMPACT OF HUMMINGBIRD

Pre-Hummingbird• Individual keyword

targeting possible

• Little evidence of context

• Little correlation between search query intent and video

• Keyword / index focussed

Post-Hummingbird• No longer optimise

solely for key words or phrases

• Context is key

• Content needs to be created to meet user intent

• Audience focussed


ACQUIRING LINKS

• Link A• Link B

Website 1


Website 2


Website 3T


"If there is a link selling site and they get caught for selling links, and they just happen to be linking to you, the value of that link that the site was

providing, it just goes away”

» Matt Cutts, Head of Webspam, Google


EARNING LINKS


Website 1


Website 2


Website 3


Website 1


Website 2


Website 3R


“This is the beginning of the journey to brands becoming

more like publishers”.

» Hamish Priest, Global Media Categories & Partnerships, Dove, Unilever.


WHAT DOES AN INTEGRATED APPROACH TO SEARCH MARKETING LOOK LIKE?


Search Marketi

ng


NOW: DIGITAL SILOS

Organisation

DIGITAL


FUTURE: AUTHENTICALLY DIGITAL

ORGANISATION

Thanks,

Koven!

A layer of digital

throughout the

organisation.


SEARCH MARKETING LANDSCAPE

Search Marketing

Technical SEO

Website Content

Content Marketin

g

Online PR

Paid Search


TECHNICAL SEO


LAYING THE FOUNDATIONS FOR SUCCESS

Technical SEO

Search Marketing


WHAT DOES ‘TECHNICAL SEO’ MEAN?

Site Architectur

e

URL Structure

Webmaster Tools

Sitemaps

Meta Robots

PaginationGeo-

Targeting

Response Status Codes

Site SpeedImage

Optimisation

Rich Snippets

Authorship


WEBSITE CONTENT


WEBSITE CONTENT: 2 DISTINCT TYPES

Page Elements (Meta)

URL

Page Title

Meta Description

Page Content (Body)

H1 Heading

Body Content

User Generated Content


PAGE ELEMENTS (META)



PAGE TITLEYour Page Title should be unique to that page and reflect the key themes of it.

Keyword research should be undertaken to optimise Page Titles as they are a key

ranking factor. Each one should be around 65 characters in length.



URLThis includes your domain name and

page name. It should reflect the content of the page accurately, and be search-

engine friendly.






URLThis includes your domain name and

page name. It should reflect the content of the page accurately, and be search-

engine friendly.




META DESCRIPTIONAlthough not a ranking factor, a meta

description has the potential to encourage users to click on your site via a

well-written, unique, conversion-optimised description. It should be fewer than 150 characters, include your USPs

and a clear call to action, where appropriate.


PAGE CONTENT (BODY)

BODY CONTENT

Each page should have an appropriate amount of well-written, informative body content in order to answer user questions and encourage them to find out more

SEO should be your secondary concern, with user experience and conversion optimisation your primary

H1 HEADING

One of the most important on-page SEO ranking factors

Should be a single, unique, well-optimised H1 Heading per page

Keyword research should help to inform the wording of the H1 Heading

.

USER GENERATED CONTENT

Search engines (and users) value user generated content as it provides freshness to pages in the language of site users

Examples of UGC include:ReviewsQuestionsAnswersCommentsImages

.


CONTENT MARKETING


"Your customers don't care about you, your products, your services… they care about themselves, their wants

and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you".

– Joe Pulizzi, founder of the Content Marketing Institute


WHAT IS CONTENT MARKETING?

Search

Social MediaPR

CONTENT


HOW DO I GET STARTED?

Understand User Needs

Understand User

Behaviour

Create Content


WHAT SHOULD MY CONTENT DO?

Educate

Inform

Entertain


SEVEN-STEP GUIDE TO SUCCESS


CONTENT MARKETING IDEAS

Competitions

Infographics Q&A

Interviews Interactive Media Videos

Images Articles Social


AUTHORITATIVE INFOGRAPHIC EXAMPLES


ONLINE PR


SHOUT ABOUT WHAT YOU’RE DOING


ONLINE PR OPPORTUNITIES

Good News Stories Exhibitions Collections

Local Community Promotions Competitions

Innovation Outreach News Jacking


PAID SEARCH


WHAT DOES PAID SEARCH LOOK LIKE?

PAIDPAID

PAIDORGANIC


NATURAL HISTORY MUSEUM


MUSEUMS IN NEWCASTLE


PAID SEARCH TAKEAWAYS

CPC CTR Quality Score

Landing Page Tactical Campai

gn Led

Brand Building Visibility ROI

Driven


HOW CAN I LOOK FOR OPPORTUNITIES IN MY MARKET?


OPPORTUNITIES ARE EVERYWHERE…

Website Analytics

Keyword Research

User Behaviour

Industry News & Events


WEBSITE ANALYTICS


GOOGLE ANALYTICS

• Dashboards• Real Time• Audience– Demographics &

Interest Reports

• Acquisition• Behaviour• Conversions


KEYWORD RESEARCH


KEYWORD RESEARCH

• Your product• Your service• Your website• Your web page• Location• Language• Search volume• Search volume

trends


USER BEHAVIOUR


USER BEHAVIOUR

• Offline data• Online data• User testing• User surveys• User feedback• Focus groups


INDUSTRY NEWS & EVENTS


INDUSTRY NEWS & EVENTS

• Conferences• Events• News stories• Emerging

technology• Thought-leaders• Innovation


KEY TAKEAWAYS…


REMEMBER…

• There’s never been a better time to be a brand

• Search marketing is about the user; their wants and intent – forget about Google and their algorithms

• Content really is king

• You already have most of the tools you need to succeed– A great ‘product’– Deep understanding of the subject matter– Understanding of the user

• Digital and search marketing should be integral to your organisation – break down the silo


WHAT WE'VE (HOPEFULLY) COVERED

• How search marketing has evolved

• What an integrated approach to search marketing looks like

• How to look for opportunities in your market


AN INTEGRATED APPROACH TO SEARCH MARKETING

Search Marketing

Technical SEO

Website Content

Content Marketing

Online PR

Paid Search

ORGANISATION

ORGANISATION


VENTURE STREAM

ONLINE – venturestream.co.ukEMAIL – [email protected] - @MartyHayes

An Integrated Approach to Search Marketing - Marty Hayes - MuseumNext 2014

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