Let's Talk About Search

LET’S TALK ABOUT SEARCH

#DEVCLASSLIVE

MARCH 20TH, 2014

SEARCH FOR ME

• RIDHO PUTRADI S’GARA

• FOUNDER AND CEO OF INBOUNDID

• EX LASALLE COLLEGE INTERNATIONAL, GOPHER, WEGO

• MARKETER, AND 100% LEARNER

• @IDOWEBID

• HTTP://WWW.DIGITALFLAVOURS.COM

SEARCH & BUY (ZMOT)

CONSUMER JOURNEY

CONSUMER JOURNEY & SEARCH BEHAVIOR

Smartphone SmartphoneAndroid

SmartphoneAndroidSamsung

SmartphoneAndroidSamsung Murah

Beli SmartphoneAndroidSamsung

REACH

http://www.statisticbrain.com/google-searches/

http://www.alexa.com/topsites/countries/ID

ORGANIC

Pop QuizHave you searched for your name on Google? Does the results shows who you are?

KEY ELEMENTS

Crawl ability Relevancy Online

Authority

Analytics

CRAWL ABILITY

• HOW GOOGLE SEARCH ENGINE INTERACT WITH YOUR PAGES

What to look at

• Google Index• Crawl Status

OPTIMIZING YOUR SITE CRAWL ABILITY

• SITE STRUCTURES & NAVIGATION home

about experiences blog

programming

travel

faq

Important page

SITEMAP

• BOTH FOR PAGES OR VIDEO

• HTTP://WWW.SITEMAPS.ORG/

• SUBMIT TO GOOGLE WEBMASTER TOOLS

RELEVANCY

• GOOGLE WANT TO SERVE THE MOST RELEVANT RESULTS FOR EVERY SEARCH QUERIES

• CONTENT QUALITY > VALUABLE

• GLOCAL

YOUR CONTENT

• VALUABLE, ACTIONABLE, SHAREABLE

• CONTENT OPTIMIZATION

• NOT FOR SEO > FOR YOUR AUDIENCES

• HTML TAG

• SHARING BUTTON, PERHAPS!

AUTHORSHIP

Build trust, beautiful pictures, better CTR

STRUCTURED DATA

Data highlighter

Local Listing

MEANWHILE IN 2008

BAJU BAYI INI ADALAH BAJU BAYI YANG NYAMAN KARENA BAJU BAYI ADALAH BAJU BAYI YANG TERBUAT DARI BAHAN KHUSUS UNTUK BAJU BAYI DAN BAJU BAYI INI SANGAT TERJANGKAU HARGANYA.

ONLINE AUTHORITY

• ORGANIC SEARCH OPTIMIZATION = WOM

• MORE AUTHORITY > MORE TRUST > BETTER RANKING

• SOCIAL AUTHORITY

• DON’T SPAM!

LINKS

• IDEAL SCENARIO

• PEOPLE READ YOUR CONTENT, LOVE IT, SHARE IT ON SOCIAL, LINK TO IT FROM THEIR OWN PAGES

EARNING LINKS

• CREATE VALUABLE AND SHAREABLE CONTENT / SERVICES

• PROMOTE IT ON NETWORK WHERE YOUR AUDIENCES IS AND ENGAGE

BUILDING LINKS

• YOUR OWN ASSETS (BLOG, OTHER BLOG, SOCIAL PROFILE, COMPANY PAGES (PERHAPS))

• PAID LINKS – WITH CAUTION

SEO KEY METRICS

• RANKING

• SEARCH QUERIES GROWTH

• BRAND VISIBILITIES

• ORGANIC TRAFFICS – DIRECT TRAFFICS

• CONVERSIONS

PAID SEARCH (ADWORDS)

Note

Paid Search is not a short cut to famous. Not also a set and forget tools!

GOOGLE ADWORDS

• AN AUTOMATED AUCTION

• PAID SEARCH, NOT ORGANIC

• YOU CHOOSE RELEVANT KEY WORDS

• SEARCH TERM: WORD OR PHRASE

• WHEN A PROSPECTIVE CUSTOMER SEARCHES USING THESE KEYWORDS, OR SOMETHING RELATED TO THEM, YOUR KEYWORDS ARE PUT INTO AUCTION ALONG WITH THOSE OF OTHERS

• PERSON WITH THE HIGHEST QUALITY SCORE AND THE HIGHEST MAX BID IS LISTED FIRST.

• ADS APPEAR AS “PAID” SEARCH RESULTS OR AS “SPONSORED LINKS”

WHAT TO ASK FIRST

• CONSIDER WHAT ARE YOU TRYING TO ACCOMPLISH IN MARKETING PLAN

• AWARENESS?

• EDUCATION?

• REVENUE?

• CONSIDER WHAT TYPE OF SEARCHES YOU ARE TRYING TO CAPTURE

• TRANSACTIONAL

• INFORMATIONAL

QUALITY SCORE

• HISTORICAL PERFORMANCE/CLICK THROUGH RATE (CTR)

• ACCOUNT

• CAMPAIGN

• AD GROUP

• KEYWORD

• DISPLAY URL

•RELEVANCE

•LANDING PAGE (MORE ON THIS LATER)

•KEYWORD TO AD / AD GROUP

•AD GROUP TO LANDING PAGE

CPC

• JUST BECAUSE YOU BID $1, YOU MAY NOT ACTUALLY PAY THAT MUCH

• GOOGLE DISCOUNTS YOUR PRICE SO YOU PAY ONLY $0.01 MORE THAN IS REQUIRED FOR YOUR ADD TO APPEAR BEFORE YOUR CLOSEST COMPETITOR

• ACTUAL CPC =(BID PRICE OF AD RANK TO BEAT)

(YOUR QUALITY SCORE) + $0.01

HIERARCHY

• CAMPAIGN NAME

• ADGROUPS

• ADS

• KEYWORDS

• SEO AGENCY

• SEO SERVICES

• SEO SERVICES JAKARTA (HEADLINE)

IMPROVE YOUR SEARCH RANKING(DESCRIPTION)

WORK WITH OUR PRO TEAM(DESCRIPTION)

WWW.INBOUNDID.COM/SEO (DISPLAY URL)

• SEO SERVICES, SEO SERVICES JAKARTA, BEST SEO SERVICES, ETC

YOUR ADS

• HEADLINE NO LONGER THAN 25 CHARACTERS INCLUDING SPACES

• 2 DESCRIPTION LINES—NO LONGER THAN 35 CHARACTERS EACH INCLUDING SPACES

• TRY PUTTING A BENEFIT ON THE 2ND LINE AND A FEATURE OR OFFER ON THE 3RD LINE, THEN SWITCH TO SEE IF IMPROVEMENTS ARE MADE

• DISPLAY URL – NO LONGER THAN 35 CHARACTERS

• URL: WHERE DO YOU WANT THE PERSON WHO CLICKS TO GO. (NO LONGER THAN 1,024 CHARACTERS)

• SHOULD BE A LANDING PAGE WHICH IS RELEVANT TO YOUR TEXT AD

• DON’T USE THE HOME PAGE UNLESS IT PROVIDES DETAILS SIMILAR TO WHAT YOU ARE ADVERTISING

KNOW YOUR CUSTOMERS

• AGE

• GENDER

• INCOME

• EDUCATION

WHO HAVE THE MONEY TO BUY YOUR PRODUCTS

SUCCESSFUL TEXT ADS

• HIGHLIGHT YOUR UNIQUE STRENGTHS

• OFFER, PRODUCT, ETC.

• FREE SHIPPING, LARGE SELECTION, ETC.

• INCLUDE PRICES, PROMOTIONS, EXCLUSIVES IF APPLICABLE

• TELL CUSTOMERS WHAT THEY CAN DO USING STRONG VERBS

• PURCHASE, CALL TODAY, ORDER, SIGN UP, GET A QUOTE, ETC.

• INCLUDE AT LEAST ONE OF YOUR KEYWORDS IN TEXT AD

• MATCH AD TO THE LANDING PAGE

• EXPERIMENT

• CREATE 3-4 ADS PER AD GROUP AND MEASURE PERFORMANCE USING ANALYTICS

CAMPAIGN ORGANIZATIONS

• SEPARATE YOUR CAMPAIGN BASED ON OBJECTIVE (CONSUMER JOURNEY), TARGET URL, TARGET MARKET, DEVICES

• TIGHT AD GROUP

AdGroup SEO Services SEO Agency

Keywords seo servicesseo services jakartabest seo services

seo agencyseo agency jakartatop seo agency

Campaign Name: SEO – ID – ID

KEYWORDS

• KEYWORDS VS. SEARCH QUERIES

• KEYWORDS (ALSO KNOWN AS ADWORDS), ARE BID ON

• QUERIES: WHAT USERS TYPE IN THE SEARCH BOX

• MATCH TYPES FOR GOOGLE AND BING

• BROAD: LOOSE MATCHES, MUCH TRAFFIC.

• NOT RECOMMENDED

• CHEAPEST, BUT NOT TARGETED

• BROAD MATCH: BROADER RESULTS, BUT YOU CAN SPECIFY THAT CERTAIN WORDS MUST BY IN THE SEARCH TERM

• PHRASE: TIGHTER MATCH, LESS TRAFFIC, MORE TARGETED, EXPENSIVE

• EXACT: TIGHTEST MATCH, LEAST TRAFFIC, ALSO MOST TARGETED, MOST EXPENSIVE

• NEGATIVE: ELIMINATES WORDS AND CONTROLS TRAFFIC

GOOGLE ADWORDS KEYWORD PLANNER

BID ESTIMATOR

Set an estimated bid price and a daily budget and the tool will give you estimated clicks, impressions, cost, click through rate, ave CPC, and average position.

MORE KEYWORDS

• GOOGLE SEARCH BASED KEYWORD TOOL

• MICROSOFT ADVERTISING INTELLIGENCE

• THESAURUS.COM

• WORDTRACKER

• KEYWORD DISCOVERY

• SPYFU

• GOOGLE SUGGEST

• GOOGLE TRENDS

• MIVA

• NICHEWATCH

• WORDZ

CAMPAIGN BUDGET

• WHAT IS A ACQUISITION WORTH TO YOUR BUSINESS?

• WHAT IS THE AVERAGE WEBSITE RESPONSE RATE?

• WHAT IS THE AVERAGE CONVERSION RATE IN PERSON, OVER THE PHONE OR ONLINE.

• WHAT ARE YOU WILLING TO PAY PER CLICK BASED ON CONVERSION RATE AND ACQUISITION VALUE?

WHAT’S YOUR ROI?

• ROI = (REVENUE OF INVESTMENT - COST OF INVESTMENT) / COST OF INVESTMENT

Pop Quiz

Have you set up your goal tracking or ecommerce tracking on your Google Analytics?

THANK YOU, QUESTION?

I am reachableido@inboundid.com

+62818435486