The ABCs of SEO and PPC
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Transcript of The ABCs of SEO and PPC
![Page 1: The ABCs of SEO and PPC](https://reader035.fdocuments.net/reader035/viewer/2022062312/554bc4bbb4c90594278b5448/html5/thumbnails/1.jpg)
JANET DRISCOLL MILLERSEARCH MOJO
NOVEMBER 5, 2013
THE ABCS OF SEO AND PPC
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SEARCH-MOJO.COM@searchmojo
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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SEARCH-MOJO.COM@searchmojo
B2B B2C Non-Profit
OUR CLIENTS
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ORGANIC SEARCH
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SEARCH-MOJO.COM@searchmojo
SEO IS DEAD. LONG LIVE SEO!
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SEARCH-MOJO.COM@searchmojo
SEO IS DEAD. LONG LIVE SEO!
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SEARCH-MOJO.COM@searchmojo
SEO IS DEAD. LONG LIVE SEO!
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SEARCH-MOJO.COM@searchmojo
SEO IS DEAD. LONG LIVE SEO!
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SEARCH-MOJO.COM@searchmojo
THE FOUR MAIN PARTS OF SEO
• Keywords• Content• Inbound Linking• Social Media
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SEARCH-MOJO.COM@searchmojo
SEO ISN’T DEAD. IT’S CHANGED.
• Inbound links– Press releases– Spammy sites
• Greater emphasis on content– Authorship
• Greater emphasis on social– Google+
• SEO has become more holisitic
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SEARCH-MOJO.COM@searchmojo
GOOGLE AUTHORSHIP
• Currently available on web pages and PDFs
• Google also often “infers” authorship
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SEARCH-MOJO.COM@searchmojo
AUTHORSHIP BENEFITS
68.90%
23.30%
Control: No Rich Snippets
1st Result2nd Result3rd Result4th Result
40.20%
23.70%
28.90%
7.20%
Authorship Snippet
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SEARCH-MOJO.COM@searchmojo
MOBILE
• Mobile design to become a ranking factor for mobile SEO in the near future– May be having recent impact
• As much as 30% of site traffic now from mobile
• http://bit.ly/MobileSEO2013
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SEARCH-MOJO.COM@searchmojo
HOW TO PREPARE FOR SEO IN 2014
• Focus on content• Rethink your link strategy
– Involve social media team
• Prepare for authorship• Think mobile• Get local SEO in order• Make sure your metrics are in place
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PPC
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SEARCH-MOJO.COM@searchmojo
AD EXTENSIONS
• Location extensions• Call extensions• Sitelinks• Seller ratings• App extensions• Review extensions
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SEARCH-MOJO.COM@searchmojo
AD EXTENSIONS NOW AFFECT COST
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SEARCH-MOJO.COM@searchmojo
AD EXTENSIONS NOW AFFECT COST
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SEARCH-MOJO.COM@searchmojo
NEW ADWORDS AD RANK FORMULA
Larry Kim’s translation:
“We really want our advertisers to adopt ad extensions so that
the sponsored ads on the SERP look even more blinged-up
than ever. Unfortunately, you advertisers are a bunch of lazy
bums and adoption is painfully slow. So, going forward,
instead of just rewarding advertisers that use of Ad
Extensions, we’re also going to also start penalizing
advertisers who fail to adopt them.”
http://searchengineland.com/new-adwords-ad-ranking-formula
-what-does-it-mean-174946
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SEARCH-MOJO.COM@searchmojo
BEYOND KEYWORD ADVERTISING
• Google Offers• Product Listing Ads• Retargeting
– Display– YouTube– RLSA
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SEARCH-MOJO.COM@searchmojo
GOOGLE OFFERS
• New way for local businesses to provide offers to searchers
• Free, but allows for “promotion”
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SEARCH-MOJO.COM@searchmojo
GOOGLE OFFERS ON MAPS
• http://googlecommerce.blogspot.com/2013/10/create-offers-in-minutes-and-reach.html
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SEARCH-MOJO.COM@searchmojo
PRODUCT LISTING ADS (PLA’S)
Pushing Store Visit Pushing E-commerce
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@searchmojo #mojowebinar SEARCH-MOJO.COM
WHAT IS RETARGETING?
Over 85% increase in return conversions
98% of visitors leave your site without converting
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SEARCH-MOJO.COM@searchmojo
WHY RETARGETING?
• More than 90% of retailers do not complete a transaction in their first visit.
• Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers.
• Retargeted consumers spend, on average 50% more than those served with non-retargeted banner ads.
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SEARCH-MOJO.COM@searchmojo
RLSA
• Customize your search ads campaign for people who have previously visited your site
• Tailor bids and ads to these visitors when they're searching on Google
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SEARCH-MOJO.COM@searchmojo
THE DIGITAL MARKETING GAPS
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SEARCH-MOJO.COM@searchmojo
PAID SEARCH HAS LIMITED DEMOGRAPHICS
• “Social Media Management Software”– Enterprise level product:
12 months/$100,000 commitment• But WHO searches using this term?
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SEARCH-MOJO.COM@searchmojo
WHY SOCIAL?
• High level of demographic targeting
Facebook LinkedInLikes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
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SEARCH-MOJO.COM@searchmojo
WHY SOCIAL ADS?
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SOCIAL MEDIA ADVERTISING: LINKEDIN
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SEARCH-MOJO.COM@searchmojo
LINKEDIN ADVERTISING WITH RETARGETING
2011
2012
0 50 100 150 200 250 300 350 400
Conversions
217% Increase in Leads
in Same Timeframe
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SEARCH-MOJO.COM@searchmojo
LINKEDIN ADVERTISING WITH RETARGETING
2011 2012
Conversions
1,500% Improvement in
Conversion
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SEARCH-MOJO.COM@searchmojo
LINKEDIN ADVERTISING WITH RETARGETING
2011 2012
Cost per Lead
94% Reduction in Cost P
er
Lead
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SEARCH-MOJO.COM@searchmojo
LINKEDIN ADVERTISING WITH RETARGETING
2011 2012
Cost
78% Cost Reductio
n
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SEARCHMOJO.COM
ROI OF LINKEDIN
281%
1178%
(pipeline)(revenue)ROI
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ANALYTICS AND NURTURING
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SEARCH-MOJO.COM@searchmojo
MARKETING AUTOMATION
• 50% of qualified leads are not ready to purchase immediately
• Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement.
• Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
• 47% of nurtured leads make larger purchases over non-nurtured leads.
• Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.
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SEARCH-MOJO.COM@searchmojo
MARKETERS’ CHALLENGES
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SEARCH-MOJO.COM@searchmojo
WHAT IS PROGRESSIVE PROFILING?
• Propagating a user’s profile over time• Marketers prioritize the fields to
capture
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SEARCH-MOJO.COM@searchmojo
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
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SEARCH-MOJO.COM@searchmojo
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
42.3% of Respondents
Fill Out Additional
Information
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SEARCH-MOJO.COM@searchmojo
MARKETERS’ CHALLENGES
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SEARCH-MOJO.COM@searchmojo
GOOGLE ANALYTICS
• Set up Goals• Set up Ecommerce• Use tagging• Use Attribution Modeling• Tracking across devices
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SEARCH-MOJO.COM@searchmojo
ATTRIBUTION MODELING
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SEARCH-MOJO.COM@searchmojo
TRACKING ACROSS DEVICES
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SEARCH-MOJO.COM@searchmojo
FREE WEBINAR ON THURSDAY
• Top 14 SEO Myths… Busted!• Thursday, 2 p.m. ET• Register at: search-mojo.com/myth
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SEARCH-MOJO.COM@searchmojo
CONTACT
Janet Driscoll [email protected] x101
Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:
www.facebook.com/SearchMojo