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@annstanley How businesses should really use search? by Ann Stanley October 2012.

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Presentation on theme: "@annstanley How businesses should really use search? by Ann Stanley October 2012."— Presentation transcript:

1 @annstanley How businesses should really use search? by Ann Stanley October 2012

2 @annstanley

3 Understanding Google search results Ads - PPC Display options Organic or natural results Universal results – maps, news, shopping etc....

4 @annstanley Google – local businesses Ads - PPC Display options Organic or natural results Universal results – maps, news, shopping etc....

5 @annstanley Local bias – “Venice” update

6 @annstanley Searching for products Ads - PPC Display options Organic or natural results Universal results – maps, news, shopping etc....

7 @annstanley Quick Wins!

8 @annstanley Local listings (previously Places)

9 @annstanley Getting listed in Google Places (Local Search)

10 @annstanley Bing Map – listing through My118 Information

11 @annstanley Listings dynamically ordered by bid price & relevancy 2 User submits search 1 Pay Per Click in Action User clicks on paid link, triggering payment to Google 3

12 @annstanley Ad Extensions, Local Listings (map) and new Product Listing ads

13 @annstanley Click to call – on mobiles

14 @annstanley Remarketing in AdWords (aka stalking)

15 @annstanley Managing PPC – what’s important Granular set-up of the account to increase relevancy – 100-1000’s of keyphrases in discrete ad groups (with a matching ad and landing page) Quality Score is Google’s measure of relevancy – it affects your position and how much you pay (e.g. QS of 8/10 you pay half as compared with 4/10 to achieve the same position) Click through rate – pause phrases and ads with a CTR below <1%, otherwise this drags down your QS Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high! Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click – can you afford this? Conversion and revenue optimisation – invest in what works (keyphrases and ads) and pause what does!

16 @annstanley Long term investment! Search Engine Optimisation (SEO)

17 @annstanley A search engine is made of three basic components: A Spider or Robot An automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content A Storage System or Database A record of all the pages viewed by the Spider A Matching Process or Relevancy Algorithm The rules that tell the search engine how to determine what would be relevant to your search How Search Engines Work

18 @annstanley Check that your site is indexed? Do you have keyphrases in your url, title and description?

19 @annstanley Google keyword research tool

20 @annstanley Determine the level of competition

21 @annstanley Example of SEO Page plan with monthly searches vs. competition

22 @annstanley Optimise your content

23 @annstanley Title Tag Meta Tags (description, keyword etc) Content Heading content Frequency of phrases (how many times they are mentioned) Density of phrases (proportion of the text) Internal Link structure with anchor text) Image optimisation (file names, Alt tags) Avoid Spam techniques and over-optimising Create new ongoing content on your site e.g. a blog On-page factors

24 @annstanley Steps to optimise your website 1.Carryout keyphrase research (where possible use PPC data) 2.Prioritise your keyphrase by high search volume and low competition (does the keyphrase convert?) 3.Produce a topic and a page plan (ie which pages are to be optimised with which phrases) 4.Write new optimised content or existing and new pages, (URL, title, description, headers, keyphrase density, anchor text, image optimisation) 5.Upload your content through your CMS and add new links from the homepage for new pages e.g. in the footer (you may need to get your developer to do this) 6.Add new optimised content every week via a blog 7.Share your content through social networking 8.Review results using Webmaster Tools and Analytics

25 @annstanley Domain age Domain name Filename/full URL Directory listings External Link Structure Anchor text of inbound links Page quality of inbound links Social bookmarks Reviews and testimonials Social indicators especially Google +1 and Facebook “Shares” Off-page factors

26 @annstanley Content that people will want to link to Free stuff Blog posts Useful documents/articles/whitepapers Online tools Video and audio Your content on other sites Article syndication site Guest blogging Online PR Directories Getting Links

27 @annstanley Blogging – Fresh Content, SEO, link bait and sharing

28 @annstanley Importance of social Direct traffic - e.g. Brand pages (Facebook, Google Plus, Twitter, LinkedIn) Community, loyalty and word of mouth - (Facebook Likes, Twitter, Reddit, Digg, Delicious) SEO benefit - Referrals, links and social indicators (Google Plus, Facebook Shares, social bookmarking)

29 @annstanley Social networking for businesses (personal vs. company profiles)

30 @annstanley Google Plus

31 @annstanley Google Hangout

32 @annstanley What’s new (in Google)?

33 @annstanley Call tracking technology - dynamic phone number creation with each visit New phone tracking software is now available to determine the keywords that triggered a phone call from your website Ideal for B2B and brochure sites where conversions are mainly over the phone, rather than by online forms Dynamic code is added to your website, which generates unique phone numbers every visit If the number is called it is redirected to your normal phone number, with the option to record the call The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation”

34 @annstanley Google’s “Search, Plus Your World” (

35 @annstanley Panda? LSI – Latent semantic indexing

36 @annstanley Optimise for the user – not search engines Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)

37 @annstanley Penguin Google Algorithm change to “penalise” sites with: – Unnatural and poor quality links (very high numbers, high proportion of “exact match anchor text”, links on every page of a website, poor quality source of links) – Search spam – keyword stuffing P-Day = 24 th April – if you had a significant drop in traffic then you were affected by Penguin update You may have received an “unnatural links” warning in your Webmaster tools Clean your site up, remove bad links (on other sites) and put in a “reconsideration request” New “disavow” feature in webmaster tools, to tell Bing and Google to ignore certain links.

38 @annstanley What next? Device responsive design, so you have one Universal website that works on all devices Only 7 organic results on Page 1 of Google! Google Plus will become the “New Google” (i.e. integration of many features in one platform/interface) More emphasis on content and quality, so an excellent opportunity for marketers to exploit copy writing skills and the knowledge base within the company Social will become more important to search and will also become the “new spam” More change, more innovation and more surprises!

39 @annstanley Thank You Ann Stanley @annstanley

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