Search Engine Optimization (SEO) -- University of Virginia Presentation

Search Mojo

Search engine optimization

Janet Driscoll MillerPresident and CEOMarketing MojoNovember 10, 2015

@marketingmojo | marketing-mojo.com

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About marketing mojoOriginally founded as Search MojoDemand generation marketing firm founded in 2005Search engine optimization (SEO)Digital advertising managementPay-per-click advertising management (PPC)Social media advertisingContent marketingMarketing automationAnalytics consultingHeadquartered in Charlottesville, VAOffice in Charleston, SCFeatured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogsSpeakers at SMX Advanced, MarketingProfs, PubCon and more


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Our clients


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What is Search Engine Marketing (SEM)?Search Engine Optimization (SEO)Act of improving natural result rankings on search engines via tactics that adjust elements that are important to search engine algorithms

Pay Per Click Advertising (PPC)Also known as sponsored results, advertising that appears to the top, bottom, or side of search engine natural resultsTypically cost is generated on a pay-per-click model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of cost per impression.

@marketingmojo | marketing-mojo.com4

Anatomy of Search ResultsGoogle

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@marketingmojo | marketing-mojo.comDigital will overtake TV spend by 2016Will make up 36% of all ad spend by 20197

Why seo?

@marketingmojo | marketing-mojo.comWhy seo?

@marketingmojo | marketing-mojo.comIts how people find sites

@marketingmojo | marketing-mojo.comSEO is even the top driver in mobile

@marketingmojo | marketing-mojo.comHow does search work?

@marketingmojo | marketing-mojo.comStep 1:Crawling and indexing(Reading)



@marketingmojo | marketing-mojo.comStep 2:The Algorithm(ranking)





@marketingmojo | marketing-mojo.comRanking factors for Seo

@marketingmojo | marketing-mojo.comThe four main facets of seoKeywordsContentInbound LinkingSocial Media


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Keyword research

@marketingmojo | marketing-mojo.comChoosing the right keywordsBroad:ShoesLong Tail:Womens Asics Gel 2071 Running Shoes

@marketingmojo | marketing-mojo.comContent editing

@marketingmojo | marketing-mojo.comContent editingSearch engine bots read your websitePut keywords into the content of the websiteHow can a search engine (or a human) know what your site is about if you dont tell it?

@marketingmojo | marketing-mojo.comContent EditsKeyword should appear in:FilenameTitle tagMeta keyword, Meta descriptionBold textLink textOverall content of the page


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Brand vs. SEOSometimes brand keywords conflict with what is most searched

Example: Toyota Certified Used Vehicles Didnt want used cars on the websiteCreatively edit content to incorporate the SEO keyword without harming brandExample: Toyota Certified Used Vehicles are not just any used cars. Theyve undergone a 117-point safety inspection.

@marketingmojo | marketing-mojo.comSchema and rich snippetsSchema (structured markup)Allows for rich snippets in Google and BingHelps enable Google and Bing Knowledge Graph results

@marketingmojo | marketing-mojo.comSchema and rich snippets



@marketingmojo | marketing-mojo.comSchema and knowledge graph

@marketingmojo | marketing-mojo.comknowledge GraphShows answers directly in the search resultsAvailable on Google and Bing

@marketingmojo | marketing-mojo.comSchema & Open Graph taggingSchema.org Structured data mark up that helps search engines understand the information on pagesSometimes generates rich snippets which are more information. Open Graph TaggingHelps web pages become a rich object in a social graph

@marketingmojo | marketing-mojo.comHelps with thumbnails appearing in search results improves CTR

Open Graph tagging doesnt provide as detailed information to search engines; a single webpage may have multiple components schema provides a way to give more details. (Band page example)

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@marketingmojo | marketing-mojo.comPanda UpdatesGoogle-specific updateFocuses on duplicate content and thin contentHas been a periodic algorithm updateNow moving to be part of the real-time algorithmLast official update was in July 2015Was still rolling out as of 10/1/15



@marketingmojo | marketing-mojo.comSite speed



@marketingmojo | marketing-mojo.comInbound linking

@marketingmojo | marketing-mojo.comInbound links:How Important Are Links? A very important ranking factor for Google


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@marketingmojo | marketing-mojo.comInsert Penguin here46

Penguin UpdateGoogle-based algorithm updateFocuses on spammy linksHad been periodicGoogle working on making it part of the real-time algorithmLast official update was 10/17/14

@marketingmojo | marketing-mojo.comPenguin Update

@marketingmojo | marketing-mojo.comSocial media

@marketingmojo | marketing-mojo.comSocial impacts seo

@marketingmojo | marketing-mojo.comCorrelation Causation



@marketingmojo | marketing-mojo.comSocial impacts seo

@marketingmojo | marketing-mojo.comFocus on socialPubcon Keynote Oct. 2013While Google cant necessarily crawl all of Facebook (or other social networks) today, they clearly recognize how social influence can be a key indicator in understanding a persons authority. Google will continue to try to read these social signals moving forward. So even if some social engagement doesnt have direct ranking impact today, it may in the future. Just do what you can to be an authority in your space across these social networks.

@marketingmojo | marketing-mojo.comTwitter and google

@marketingmojo | marketing-mojo.comToday and into the future for seo

@marketingmojo | marketing-mojo.comMobile

@marketingmojo | marketing-mojo.comMobile readinesshttps://www.google.com/webmasters/tools/mobile-friendly/

@marketingmojo | marketing-mojo.comMobile SEO

@marketingmojo | marketing-mojo.comMobile SEO


@marketingmojo | marketing-mojo.comMobile apps


@marketingmojo | marketing-mojo.comSeo measurement

@marketingmojo | marketing-mojo.comSearch is personalized to YOU


@marketingmojo | marketing-mojo.comHow seo measurement has changedGoogle now encrypts all organic searches

@marketingmojo | marketing-mojo.comMeasuring seo

@marketingmojo | marketing-mojo.comPaid Search


@marketingmojo | marketing-mojo.comHow it worksChoose keywordsPlace bids for keywordsAd shows until daily budget runs out

@marketingmojo | marketing-mojo.comSocial is not searchINTENT(SEARCH ENGINES)IDENTITY(SOCIAL MEDIA)

@marketingmojo | marketing-mojo.comLower CTR on socialBut often higher quality, ROI73

The intent challengeSocial Media Management SoftwareEnterprise level product: 12 months/$100,000 commitmentBut WHO searches using this term?

@marketingmojo | marketing-mojo.comWho is searching this term?The soccer mom who is managing a Facebook page for her childs soccer team?The owner of a local bakery with a social media presence?Or the CMO of a Fortune 500 company?74

retargetingNow available in both Google AdWords and Bing AdsAlso available in social channels like Twitter and FacebookPut code on the site now!You cant retroactively build an audience!

@marketingmojo | marketing-mojo.comRemarketing lists for search ads (RLSA)Store (Exact Match Campaign Only)Managed Remarketing Audiences: CTR: 18.01%Click Conversion Rate: 1.70%ROI: 320%Total Search:CTR: 15.50%Click Conversion Rate: 0.70%ROI: 102%

@marketingmojo | marketing-mojo.comApp targetingShow app adds to those that do not have the app currently installed on mobileIncrease engagement by sending specific messages to those who do have the app installedAvailable in Google AdWords, Facebook and Twitter

@marketingmojo | marketing-mojo.comGoogle customer match

@marketingmojo | marketing-mojo.comGoogle customer matchTarget via customer emailAvailable for search, YouTube and Gmail ad targetingBuild custom audience segments with special messaging



@marketingmojo | marketing-mojo.comRetargeting cross-channel lifts

@marketingmojo | marketing-mojo.comRetargeting cross-channel lifts

@marketingmojo | marketing-mojo.comTodays presenter

JANET DRISCOLL MILLERPresident and CEOMarketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller +JanetDriscollMiller

@marketingmojo | marketing-mojo.comADD TAD84

Mobile is here to stayOn Thanksgiving mobile devices drove 52% of all US internet traffic.Walmart reported 70% of orders over Thanksgiving where from mobile devices

@marketingmojo | marketing-mojo.comContactTwitter: @MarketingMojoFacebook:https://www.facebook.com/MarketingMojoAgencyJanet Driscoll MillerTwitter: @janetdmillerGoogle+: +Janet Driscoll Miller

@marketingmojo | marketing-mojo.comKari86

Search Engine Optimization (SEO) -- University of Virginia Presentation

Marketing

Transcript of Search Engine Optimization (SEO) -- University of Virginia Presentation