Digital Sales Services

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

45 views

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Digital Sales Services

Making Sense of SEO, SEM and Google Analytics

Angela Gustafson,

Internet Broadcasting

June 2011



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Introduction

This session will teach you all about Search
Engine Optimization & Marketing.


IB is currently reviewing sales products that we
can offer that will allow you to help your
advertisers with their SEO and SEM strategies.


In the meantime, we would like to position you
as an expert in the digital space and believe
that this information will help you act as a
digital consultant for your advertiser.

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Today’s Agenda


Definitions


How does it work?


How can you help?


How do we know it’s working?



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Definitions


SEO (Search Engine Optimization)


Altering your site to try and improve where it
displays/returns in the major Search Engines.


SEM (Search Engine Marketing)


Paid cost per click campaigns that advertisers
utilize to ensure that they display when a user
searches for a specific term.

5

Today’s Presentation


Presenting to
Memorial Clinical Associates
Dermatology.


They are a current display advertiser on the
site.


They are interested in finding out more
about SEO and SEM.

6

Presales Call Prep


Google their site


Google their
competitors


Note how you found
their site and where
they display


7

Questions you may hear during the call


How do I get my
site to show up first
when a user
searches for a
Dermatologist in
Houston in
Google?


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SEO Definition and Terms


Search Engine Optimization (SEO)


The practice of increasing a website’s visibility
in the popular search engines (Google,
Yahoo!, and Microsoft Bing) via “
organic
” or
un
-
paid

search results


Organic
-

Search results that are
not

paid
advertisements.


Visibility



Sites strive to show up at the top of the
search results






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SEO Considers


How search engines work


What people search for


Search terms typed into search engines


Search engines the advertiser is looking to
target



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SEO Considers:

How search engines work

Crawl

http://searchenginewatch.com/article/2064349/Crawl
-
Index
-
Rank
-
Repeat
-
A
-
Tactical
-
SEO
-
Framework

Rank

Determining who displays first

Index

Filing items in the index


Flipping through the pages

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SEO Considers:

How search engines work
-

Crawl

Click Here to See What This Looks Like

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SEO Considers:

How search engines work
-

Index

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SEO Considers:

How search engines work
-

Rank


Content relevancy


Page title and url


Meta Keywords and
Description


Code within the site that
tells the search engine
what the webpage is
about.


Images


Using alt
-
text on images
tells the search engine
what the image is



One of our talented
doctors carefully applies
microdermabrasion
treatment to a patient.

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SEO Considers:

How search engines work
-

Rank


Indexed pages


Number of pages on the site


The ‘meatier’ the site the more relevant


External linking


3
rd

Party links to a site = more relevance


If a website exists and no one recognizes, it is
not valid in a Search Engine's eyes






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SEO Considers:

How search engines work
-

Rank


External linking


Google has a featured called PageRank


A numeric value that = how important a page is


When a page links to another page = casting a
vote for the page.


More votes for a page = more important the
page.


PageRank of the page casting the vote = how
important the vote itself is.





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How search engines work


Rank

How can you help?


Website Grader



Looks at all of
these factors


Provides an idea
of how Search
Engines will rank
the site



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How search engines work


Rank

How can you help?


Check your advertiser’s “Website Grade”


Offer suggestions such as:


Add social media


Add a blog


Increase the number of links coming into
their site




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How search engines work


Rank

How can you help?


“Can I buy a link on your site that will link to
my site?”


Paid link = non organic


Both you and your advertisers' sites could face
consequences


IB currently uses nofollow links to your client’s sites.


Currently reviewing our strategy

http://www.google.com/support/webmasters/bin/answer.py?answer=66736

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SEO considers: What people search for


Make sure your advertiser’s website and
metadata includes relevant information and
appropriate descriptions for their business.


Have your advertiser think about “how do
people find you”?


They can ask past customers:


How they found you?


Why they chose you?


What issues were important to them in choosing
you?

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SEO considers: The actual search terms

typed into search engines = keywords


Keywords can be found by checking:


Web analytics or server logs


Page contents of competitor’s websites


Google Keyword Generator



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SEO considers: Which search engines
are preferred by the targeted audience


Google


Dominant search engine in the market


Incoming links are very important


Tends to rank sites higher based on age


Yahoo! And Microsoft Bing


On
-
page keywords are of primary importance


Has no preference to a site’s age


http://marketshare.hitslink.com/search
-
engine
-
market
-
share.aspx?qprid=4

http://va
-
sem.com/about
-
seo/differences
-
in
-
search
-
engines/

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REVIEW


SEO is important


There are many factors to consider


You can offer tips that will allow your
advertiser to meet their goals


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Questions you may hear during the call


What about those
“ads” on the sides of
the search engine?
How do I show up
there?


Or what about those
Google ads on your
site?



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SEM or CPC Definition


Search Engine Marketing or


Cost Per Click (CPC) Campaigns


Search Engine Result Marketing


Increasing visibility in search engine result pages
through the use of
paid

placement and
paid

inclusion


Contextual Advertising


Paid

placements that scan the text of a website for
keywords and returns ads based on what the user
is viewing






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How Search Engine

Result Marketing works


Campaigns based on searchable keywords

Click Here for an Example

Click Here for an Example of Placement

Click Here for an Example of Bidding

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How Search Engine

Result Marketing works


Advertisers ‘bid’ for how much they are willing
to pay per click


Bid = position on Search Engine Results Page


Bid can vary based on keyword competition


Advertisers only pay per click


Advertisers set a budget for total spending


IB currently evaluating a software solution that
would streamline this process

Click Here for an Example of Bidding

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How Contextual Advertising Works


Similar bid and compensation system as
Search Result Marketing


Bid = position on the Content Networks


Advertisers can specify which urls they would
like to display on and bid accordingly





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How Contextual Advertising Works

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Other Search Engine Marketing

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Other Search Engine Marketing
-

Google Places, Bing Business, Yahoo Local


Free!


Allows businesses
to customize their
listing on the Maps


Reporting available
on impressions,
clicks, and
keyword queries


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Other Search Engine Marketing
-

Google Places

Click Here for an Example

32

Review


If you are willing to spend the money SEM
is a good way to ensure exposure and
clicks


Map customization is a nice, free
alternative to CPC campaigns


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Questions you may hear during the call


“Okay I get it. So
should I be doing
SEO or SEM?”


ANSWER: BOTH!



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Search Engine Optimization

PROS


Organic listings are
trusted


Natural search traffic
provides a steady
stream of visitors to
your site


Cost to optimize is
frontloaded and
includes low ongoing
maintenance fees

CONS


Despite your best
efforts you may not
be able to reach your
goals


You do not have total
control of the organic
listing like you do with
paid


http://www.vestadigital.com/173/section.aspx/165/post/seo
-
vs
-
sem
-
whats
-
the
-
difference
-
which
-
is
-
better

35

Search Engine Marketing

PROS


Sponsored ads are
known to drive more
sales than ordinary
search links,
converting at higher
rates


Bidding system allows
control and
consistency of
placement

CONS


Paid listings can get
very expensive
across competitive
keywords


Can be time
consuming keeping
campaigns optimized


A certain portion of
users are weary of
paid listings


http://www.vestadigital.com/173/section.aspx/165/post/seo
-
vs
-
sem
-
whats
-
the
-
difference
-
which
-
is
-
better

36

Questions you may hear during the call


How do I know it’s
working?


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How do I know it’s working?


Check the Search Engines


Can take time to show results


Reporting and billing is built in when
setting up SEM


Your client can also monitor traffic on their
own through a metric tool like Google
Analytics

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How do I know it’s working?
-

Google Analytics


Google Analytics
tracks site
traffic, visitor
information and
more.


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Questions you may hear during the call


How come my Google Analytics report
doesn’t match the Google DFP report that
you provided me?



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How do I know it’s working?
-

Google Analytics


Display advertising may not accurately
reflect your site as the referrer.


The client will be expecting to see WIBS.com
and instead the referrer may be listed as
DoubleClick, ibsys.com or even "blank”



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How do I know it’s working?
-

How can you help?


Make sure they are using the Google
Analytics URL builder to build their linking
urls:


How do I tag my links?


Google Analytics URL Builder


Here is a sample link:


http://www.mcadermatology.com/?utm_source=wibs&utm_mediu
m=leaderboard&utm_campaign=homepage





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How do I know it’s working?
-

How can you help?


Let them know that this will help but it may
not still be 100% accurate as:


Referrers can be disabled on most browsers.


Security programs can block referrer data.


Firewall and proxy servers can filter referrers.


Users can set up referrer spoofing


Depending on the ad type, the referrer can be
DoubleClick, your site, or even "blank”


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Questions you may hear during the call


“This has been
really helpful. Do
you plan on
offering anything
that can help with
me with SEO
and/or SEM in the
future?”

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How can you help in the future?
-

SEO


IB is currently determining
how we can leverage the
power of ibPublish2 to
benefit your advertisers.


Items that we are reviewing
include:


Page titles and custom urls


Content pathing


New page templates





CURRENTLY

UNDER

REVIEW

45

How can you help in the future?
-

SEM


IB is currently evaluating
software vendors that could
be integrated with WebScan
that would allow you set up
SEM campaigns across
Google, Yahoo and Bing for
your advertisers.




CURRENTLY

UNDER

REVIEW

46

Review of what we talked about today


SEO and SEM are both important
strategies


SEO and SEM can be complex


IB is reviewing sales products that will help
you and your advertisers attain their goals

47

Questions?

THANK YOU!

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