Search Engine Marketing (SEM)

prudencecoatInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Search Engine
Marketing (SEM)

Understanding search engines and how to market using them

2

More than results

o
First experience of your digital brand

o
About creating the right experience with your audience.

3

What you need to remember

o
Google considers

links


a sign of trust

o
All natural SEO strategies are based around the idea of
increasing the number of external links

o
Optimised

pages perform better in Pay Per Click (PPC)
campaigns

o
Cost of the keywords will be less

o
Adverts will rank higher

o
Better click through
-
rate.

4

Organic vs. PPC

o
Two types of results generated by search engines

o
Organic
-

these are results from
all

pages indexed

o
Free!

o
Users are more likely to click on the first organic result, than the PPC

o
Pay Per Click (PPC)
-

these are results from advertisers who have
paid to appear

o
Target by

keyword


o
Integrate into campaigns

o
Give immediate results.


o
Google Analytics and PPC analytics data can often differ

5

Understanding the anatomy of Google

PPC Results

Organic Results

6

Organic user
behaviour

User most likely to click
first three results

The likelihood that user
will click on a link drops
by 15% per result

Tip:

About 90% of users
do not go beyond
the first page
.


7

o
There are

thought


to be over two hundred factors, which affect
ranking in Google

o
Google, doesn‘t just consider structural factors:

o
Site layout, Page content

o
Domain age, Authorship

o
Speed

o
Links

o
It also considers behavioural as well:

o
Click
-
through rates

o
Social signals

o
Creates a quality score or

page rank


o
Low page rank = low perceived quality by Google

o
Pages should have a consistent
rank through
-
out.

Factors affecting ranking

Tip:

Find out your page
rank, download the
Google Toolbar


8

The Good news

o
You can get good search results by following the basics
.

9

The Bad news

o
90% of users do not go beyond the first results page

o
Users tend to click the first three links result

o
Search Engine Optimisation (SEO) is difficult.

1
0

o
Google, allows you to control how your brand is found in three
ways:

1.
Title tag

2.

Site
description
-

controlled by the sites meta
-
description, and/or
your
dmoz

listing

3.
Site
links
-

controlled
using Google Webmaster tools

4.
Google
Places.

Controlling how your brand is found

*site links are Google

s recognition of brand!

1
1

Controlling how your brand is found

Site
description

Site links

Title tag

Google
Places

1
2

Tips: For controlling your results

o
Title tag
-

make sure its simple and straightforward

o
Meta description
-

describes what you do

o
Site links
-

reflect your key goals.

1
3

Basic SEO strategies

o
Flat hierarchical structure

o
Expose as many pages as possible

o
Pages should be part of site structure, not stand alone

o
Quality/Semantics of mark
-
up

o
Use of title tag

o
Correct use of heading, paragraph and other tags

o
URLs

o
Use text links, rather than image links

o
URLs generated are meaningful and related to the document

o
Database should generate clean urls

o
Links need to be present for at least one year

o
About relevance of document

o
Not about keywords, keyphrases

o
Density of keyphrases

o
Concentrate on what phrases users will search on

o
Think what would be the primary, secondary and tertiary phrase searched for

o
Google understands synonyms.

1
4

Advanced SEO strategies

1.
Link bait

2.
Affiliates

3.
Feeds

4.
Other methods

o
Google treats links as signs of trust

o
Measures internal links, as well as external links

o
Link bate

o
The

idea of creating a lot of natural links


-

Washington Post

o
Possible examples of link bait

o
Free content e.g. tutorials

o
Research blogs from leading academics in their field, for example WordPress

o
Sample podcasts on lecturers about interesting or challenging subjects

o
Useful and/or helpful information about starting university and how to prepare

o
Social bookmarking

o
Will increase number of social signals (+1)

o
Increase click
-
through

o
Increase user bookmarks.

1
5

1. Link bait

1
6

Recommendations

o
Add
social
bookmarking

o
Develop a link
strategy

o
S
pecify
how links are
name

o
W
ho
to link
to

o
E
ncourage
existing
sites
to link to the University of Bath.

o
Develop a content
strategy

o
Identify
sources of existing for promotion

o
Identify
sources of new content for
promotion

o
Identify
methods of distribution

o
Encourage deep
-
linking, when a page moves use a 301 re
-
direct.

1
7

4. Other methods

Expose search keyphrases on homepage.

E
-
PR

Press releases seeded with keyphrases

Research blogs

Media guide to expertise

Survey & polls

Brand monitoring.

1
8

Pay Per Click
-

PPC

1. Audience behaviour

2. How to identify audience behaviour

3. Understanding audience behaviour

4. PPC bidding and budgeting techniques

5. Integrating
offline

6. Banner Ads?!?

7. Beyond Google

1
9

Audience
behaviour





Long tail phrases

Short tail phrases

complex phrases, less competition,
more intent as buyers

simple phrases, most common, most
competition , less intent as buyers

Undirected, exploratory

Directory goal
-
oriented


Browsing



Completing



Researching


Buying Cycle

2
0

How to identify PPC audience
behaviour

o
Before you begin a PPC campaign, it is essential you
carry
out a
keyphrase

analysis

o
Identifying audience
behaviour:

o
What
language do they search in?

o
What
search engine are they most likely to use?

o
Do
they search at a particular time of day? (
dayparting
)

o
What
stage of the buying cycle are they at?

o
What
keyphrases

or synonyms do they use?

o
How
do the
keyphrases

or synonyms perform (in terms of search volumes)?

o
What
gaps or patterns exist in
keyphrases

or synonyms?

o
For example do users search on location, on type.









Tip:

Your advert has no value
if it can

t be seen. Make
sure that you know your
audience, for maximum
profile and impact.



2
1

How understanding PPC audience
behaviour

can help

o
Understanding audience behaviour allows you to:

o
T
arget an audience depending on stage of buying cycle/stage of information journey

o
U
sing short tail keyphrases for ‘larger’ budget or high profile campaigns

o
L
arger search volumes

o
Types of courses for example ‘postgraduate business courses’

o
A
t the beginning of the buying cycle.

o
U
sing long tail keyphrases for ‘smaller’ budget or targeted campaigns

o
S
maller search volumes

o
Committed

to a course or specialism, for example ‘MBA with a specialism…’

o
A
t the end of the buying cycle

o
Exploit gaps or patterns in keyphrases or synonyms that competitors have missed.

o
Improve campaign performance

o
I
ncreasing click
-
through and conversion rates

o
Extending your campaign budget and improving Return On Investment (ROI).









Tip:

Conversion rates vary,
however, as an
industry anything
above 3% is good


2
2

PPC bidding and budgeting
techiques

o
Highest position is not always the best

o
Higher positions tend to cost more and convert less

o
As a rule target lower positions as these tend to convert better

o
Use matching types

o
This give you more control where your advert appears

o
For example

postgraduate courses


+

business


or

computer aided design


o
Use negative keywords where appropriate
-

BA

o
Use dayparting

o
Buy your competitors name

o
For example buy the keyword

Durham University


o
Improve your quality score

o
Reduce fees

o
Increase conversions

o
I
mprove your return on investment

o
Manage your PPC account carefully.










23

Integrating offline.

o
Campaigns don’t have to be online

o
Can integrate PPC with offline as well

o
Include reference to your brand or specific campaign message

o
Considering coinciding with

dayparting


o
To achieve profile and impact

o
Possible examples could include:

o
Postgraduate recruitment campaign connected to unique
telephone number

o
Number creates a measurable metric





Take the next step and get
a postgraduate
qualification.


Call: 0845 111 111

Tip:

Where prospects
can speak to a
trained member of
staff conversion
rates improve.


2
4

Banner Ads?!?

o
Typically have a very low conversion rate

o
Individuals tend to ignore images, which appear like
adverts

o
Shouldn’t be used as a conversion tool

o
U
sed as a means to increase brand awareness

o
S
houldn’t underestimate there contribution to conversion
.

Tip:

Individuals are more
likely to click on
images with faces
and/or bodily parts
such as the chest or
groin


2
5

Beyond Google

o
Consider other advertising opportunities, applying the same
principles of:

o
Identifying and understanding user behaviour

o
Using PPC Biding and budgeting techniques

o
Other search engines include:

2
6

Recommendations

o
Develop PPC strategy

o
Including a profile of visitor types and behaviour,

o
keyphrase

dictionary, with information about keywords
and search volumes

o
English and foreign language
versions

o
Trial different types of campaigns on and
offline

o
Build market intelligence for HE conversion
rates

o
Experiment with regional search
engines.



2
7

Bringing it all together


Effective PPC & Web analytics

Pay Per
Click Advert

Landing
page

PPC/Web
analytics

Analyse
advert and
landing page
Performance

Visitor

Marketing &
Communication
function