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Microsoft PowerPoint - Mike_Moran_Step-by-Step Search Engine Marketing Success.ppt
2008 Mike Moran
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Step-by-Step Search Marketing Success
Mike MoranFebruary 2008
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2008 Mike Moran
How can you drive demand for your products?
40202010Conversions
2%1%2%1%Conversion Rate
2000200010001000Visitors
Increase your conversion rate Increase your
traffic
Or both
Base
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Direct marketing is run by the numbers
Cover, size, inserts, response form
Envelope, letter, return envelope
Elements
Mailing lists are culled by demographics, firmographics, RFM, and other factors
Segmentation
Catalogs
Conversion rates are low but costs are, too
! Create multiple versions; analyze response ! Test responses to multiple designs! Monitor over time and adjust
Editors and copy writers assure a consistent message
Direct Mail
Testing
Response
Message
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Search marketing is similar
Web design, navigation, function, images, textual content
Elements
Keyword lists are culled by demographics, firmographics, RFM, and other factors
Segmentation
Conversion rates are low but costs are, too
! Create multiple versions; analyze response ! Test responses to multiple designs! Monitor over time and adjust
Editors and copy writers assure a consistent message
Search Marketing
Testing
Response
Message
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Using search marketing to drive conversions
! How many search visitors come to buy?! The right search result puts the visitor in the Learn
stage to view a product page.
! How many customers that view a product page put items in their carts?
! And how many check out?! Multiply by your average revenue
and you have the impact of search on revenue.
Learn
Buy
Shop
Use
Get
Search
Increasing the success rate at any stage increases the overall conversion rate
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Figure 2-1 Types of Search Results. The Google search results screen clearly separates paid from organic results; other search engines combine them.
What are the kinds of search marketing?
Organic search is editorial resultsPaid search is advertising
Paid Search
Organic Search
2008 Mike Moran
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Organic Search Process
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Organic search marketing might be done cheaply
! You have no per-click fees to pay
! You control your own content, so you can write it to match
! You control your Web site so you can let the search spider discover and indexyour pages
! But if your site is poorlydesigned or has badcontent, repair can bequite expensive
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Match the query
query
entered query
How does organic search work?
It starts with a queryThe searcher enters a few words and
the search engine analyzes the query.How many words?
What language is it?Are the words spelled right?
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Search Index
Match the query
query
analyzed query
entered query
How does organic search work?
The search engine consults its indexThe search engine looks at its list of all the words to see which Web
pages each word is found on.Then it compares the lists to see which pages contain all the words.
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Search Index
Match the query
query
analyzed query
Rank the matchesmatching
URLs
entered query
How does organic search work?
The search engine decides which pages are bestThe search engine weighs each page to see which ones have best
combination of the searchers query words on the page and the best links to them from other important pages.
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Search Index
Match the query
query
analyzed query
Rank the matchesmatching
URLs
Displayresults
sortedURLs
titles and snippets
entered query
How does organic search work?
The search engine decides what to display
What are the titles of the best pages?
What text should be extracted as the best snippet for each page?
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Search Index
Match the query
query
analyzed query
Rank the matchesmatching
URLs
Displayresults
sortedURLs
top 10results
titles and snippets
entered query
search results
How does organic search work?
The top 10 appearJust like magic, right?
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How do pages get into the search index?
! Crawls the home page of a site
! Stores the text on the page in the search index
! Follows links on that page to do the same with other pages on that siteand other sites
Search Index
Spider
Home page Interior pages
The search engine spider program:
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Step 1: Get your sites pages into search indexes
! The Megastars
! The Specialists
! The Locals
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Choose the search engines to target and check them
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Step 1: Get your sites pages into search indexes
! Improper redirects of URLs
! Incorrect robots coding
! JavaScript and DHTML navigation
! Flash or other rich media content
! More than two dynamic variables in a URL
! Session parameters (id= or session=):
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Remove spider traps that prevent pages from indexing
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Step 1: Get your sites pages into search indexes
! Site maps
! Countrymaps
! Productlists, likethis onefrom IBM(PageRank9 fromGoogle)
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Create spider paths that help your pages be discovered
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Step 1: Get your sites pages into search indexes
! Use the top-level domain (.co.uk, .se, .dk, .no, etc.) of the country the page should be indexed for
OR
! Host your page on a server in that country
OR
! Get linksfrom manycountrypages
Make sure pages are in the right country indexes
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 2: Choose your keywords and landing pages
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Learn
Buy
Shop
Use
Get
Search ! Answer research questions with informational content
! Respond to product queries with comparisons
! Provide detailed model and product pages for buyers
Capture customers at every stage of the buying cycle
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Step 2: Choose your keywords and landing pages
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
! Dont target keywords that are too hot (they multiple meanings or are poor matches for your site)
! Avoid keywords that are too coldtoo few searchers look for them
Choose keywords that are just right
! Brainstorm words with your team
! Check your search referrals
! Check your site search facility
! Check your competitors
! Use keyword tools
Use all sources to target your keywords
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Step 2: Choose your keywords and landing pages
! Dont just translate the original words! Pick the must-win keywords and the
landing page for each country
Treat each language and country individually
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 2: Choose your keywords and landing pages
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Choose a landing page for every keyword
! Where does your customer want to be?
! Be careful when choosing the same page for multiple keywords:
! Product LifecycleManagement andPLM is OK
! Aerospace PLMand AutomotivePLMno!
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Step 3: Audit and optimize your landing pages
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Choose a landing
page for keywords
Analyze the landing
pages metrics
OK?
Audit the landing
page
no
Improve the landing
pages content
yes
Choose the next landing page
Start! Every keyword
needs a landing page
! Examine rankings, referrals, and conversions
! Check your keyword usage on your page
! Focus on keywords in titles and throughout your text
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Step 3: Audit and optimize your landing pagesAcronym
Title text is
in an image
No real relevant links
Uninteresting
Google Rank:
#175
The Before
Picture
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 3: Audit and optimize your landing pagesFull keyword in title
Title is
now text
Keyword-ri
ch
Many relevant links
The After
Picture
Google Rank:
#1
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 3: Audit and optimize your landing pages
! Most translation services are not trained in search marketing
! A translation that does not contain keyword-rich copy wont give you high organicsearch rankings
! You must communicate the exact variations of keywords you want in the copy andmust insist they are usedwith the proper density
Optimize pages in their nationallanguages, not original languages
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 3: Audit and optimize your landing pages
! Search engines usually analyze your pages to identify the language
! But, for vertical and smaller search engines, encode your page properly:
! Language meta tags--Here is the tag for Japanese:
! Character set meta tagsAgain, the tag for Japanese:
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Code your language properly on your pages
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Step 3: Audit and optimize your landing pages
! Most translation services are not trained in search marketing
! A translation that does not contain keyword-rich copy wont give you high organic search rankings
! You must communicate the exact variations of keywords you want in the copy and must insist they are usedwith the proper density
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Translators must understand search copywriting
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Step 4: Make your site a link magnet
! Make your content interesting and fresh
! Blogs
! Podcasts! Provide something
unique, such as auseful free tool
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
Attract one-way links with content people want to link to
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Step 4: Make your site a link magnet
! Long weird URLs:http://www.sears.com/sr/javasr/dpp.do?vertical=Buying %20Guides&cat=Televisions&BV_UseBVCookie=Yes&splash=true&n-state=http://www.live.bguides.webcollage.net/_wc/televisions_1.html~~~G!0B6765CD4
C51!XRHzYAguDp1SwH5C~~~~@http://guides.sears.com/server/sears/bguides-televisions-showcase
! Forced registrationbefore allowingsomeone to viewyour page
Remove roadblocks that stop people from linking to you
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
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Step 4: Make your site a link magnet
! Get your suppliers, customers, partners, dealers, and other companies to link to you
! Use Yahoo! Directory ($299 per year) and Open Directory (free)
! Use specialty directories for your industry or for specialized content, such as podcasts:
Get your site listed by partners and by Web directories
Get Pages Indexed
Choose Keywords
Optimize Content
AttractLinks
2008 Mike Moran
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Paid Search Process
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Paid search is the fastest way to get traffic
! Organic search can take months but paid search can happen in minutes
! And, done properly, youll get a great return
! But if you dont knowwhat youre doing
! You can lose a lotof money ina hurry
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Match the query
query
entered query
How does paid search work?
It starts with a queryThe searcher enters a few words and
the search engine analyzes the query.How many words?
What language is it?
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Ad Database
Match the query
query
analyzed query
entered query
How does paid search work?
The search engine consults its databaseThe search engine looks at its list of all the words to see which ones
have ads associated with them.
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Ad Database
Match the query
query
analyzed query
Rank the matchesmatching
ads
entered query
How does paid search work?
The search engine decides which ads are bestThe search engine weighs each ad to see which ones have best
combination of the clickthrough rate and per-click bid.
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Ad Database
Match the query
query
analyzed query
Rank the matchesmatching
ads
Displayresults
sortedads
adcopy
entered query
How does paid search work?
The search engine decides what to display
What is the copy of the best ads?
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Ad Database
Match the query
query
analyzed query
Rank the matchesmatching
ads
Displayresults
sortedads
top results
adcopy
entered query
search results
How does paid search work?
The top ones appearJust like magic, right?
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Local search is taking off
! Local search allows searchers to qualify their keywords with locations.
! And lists the businesses found in the phone book for that location.
! Searchers can even get their results shown on a map to see the location closest to them.
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Contextual advertising works for many advertisers
Conversion rates may be lower, so make sure per-click costs are lower, too
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Shopping search might top all the opportunities
The highest conversion rates, but per-click costs are often lower, too
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But paid placement is where most marketers play
! Bid on any keyword what youll pay for each click
! If your profit exceeds your click fees, you win
! It sounds simple, but
Paid placement bidding is really a personality test
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Step 1: Choose your targets
! Shopping search products! Paid placement:
!Choose deeper keywordsthan for organic
!Choose your match types!Choose your location
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Step 2: Choose your placement bidding strategy
! Profit is good, but what about Lifetime Value?
! Bid management tools can automatically adjust your bids based on some metrics but not profit or lifetime value
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Step 3: Optimize your clickthrough rates
! Emphasize the keywords in your title and your description
! Test different variations of the copy to find the one with the most clickthrough
! Ensure that yourDisplay URL is shortand readable
! Use automatedkeyword insertionto reduce workload Anatomy of a Google ad
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Step 4: Optimize your conversion rates
! Which keywords results in the highest conversions?
! Track every conversion and report on it! Test different copy variations:
! Ad copy! Landing page copy! Copy on every other page in your
conversion path
! Change it, change it, and change itagaindont stop trying to improve, ever
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Read all about it! Buy this book, read it, and then
read it again.--Chris Sherman, Search Engine Watch
! Updated at each printing
www.mikemoran.com
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)&'*#+,-.$/#%+$%#00#'
For more information about the books, and for the free Biznology newsletter and blog:
Available now! Great book.
--Robert Scoble, Scoblizer blog
! Act now and read it.--Bryan Eisenberg, Author of #1 best
seller Waiting for Your Cat to Bark?