Search Marketing and Social Media Introduction

Social Media Marketing David Liem, Senior Web Marketer

Receive information as it’s happening

Information is now impossible to control

Singapore General Election 2011 Unrestricted / uncensored Alternative Views

It allows you show entertain & engage.

http://www.blendtec.com/willitblend/

Results 158 million video views Sales increased 700% after videos launched 375,000 subscribers on YouTube Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.

It allows you to share your story.

It gives you a chance to stand out of the crowd.

The results 76% jump in traffic Outperformed all of its competitors 770,000 facebook fans 45,000 Twitter followers Alexander has his own plush toy

It gives you a chance connect to your customer in a meaningful way.

Factors for Social Media Success Have clear objectives Drive Action / Engagement Email stimulates action ID & manage active users, communities Go where fishes are, social comm. Be relevant Listen to what’s being said, and where Engage and add value to existing conversations Combine Offline & Online Act offline, share online Reference: http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010

Emerging Web Design Trends “Don’t make me think” Simple Navigation Large Headlines vs lots of text

Socialize Your Website Add social media buttons to your home page Add a Facebook Like box to your website Portal for your social media channels

Strengths & Weaknesses Strengths Effective for branding, sparking excitement with product announcements, information gathering from official source Weaknesses May appear ‘one-sided’, glossed over, fake Info may not be as ‘cutting edge’ as 3rd party sites

Company Blog Company voice or individuals? Comments enabled?

Collaborating with Popular Bloggers

Strengths & Weaknesses Strengths More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback Weaknesses Time commitment

Strengths & Weaknesses Strengths Direct to your inbox Fast, repetitive Time consuming Weaknesses Easy to ignore Not personalized Repetitive, ‘spammy’

Strengths & Weaknesses Strengths Source of ‘alternative’ views, comments = transparency, better understanding Product reviews / testimonials are powerful to shape customer sentiment Great for PR Weaknesses Lots of clutter / overload of information No control over user sentiment

Strengths & Weaknesses Strengths It’s where the fishes are Repeat visitors, convenient channel to communicate Great for branding, short term engagement Weaknesses Hard to find direction/purpose, takes time Not strong for conversions without significant incentives

131 million users, 55 million on mobile 31 million visit at least once a month

Social Networking in China 221 million people have blogs, largely in a diary-style 176 million Chinese connect via social networking system 117 million connect anonymously via bulletin board system Word of mouth is especially influential, since the media is not open. http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/

Company Website & Blogs Metrics Number of posts, comments Audience growth—unique and repeat visits Number of conversions – Adwords, site goals Conversion rate Subscribers Incoming links Technorati, Alltop and other directory listings SEO improvements, keyword rankings, and # ranked words The Definitive Guide to B2B Social Media, by Marketo

Social Media Networking Metrics Quantitative Fans, followers, page views Authority Velocity Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time spent

Social Media Networking Metrics Qualitative Influencer sharing behavior Quality of conversation Enhancement of relationships with key audiences Enhancement of company reputation Identification & value of Influencers Fan likelihood to promote or offline event etc

Why it’s so important Monitor, repair, and manage the status of the business Stay in tune / connect with the customer, real time Develop marketing ideas Learn from the feedback it brings backs to you, whether positive or negative Reformat your promotional materials to minimize the effects of a possible reputation threat

10 Social Media Metrics You Should Be Monitoring

1. & 2. Visitors & Traffic Sources Comparison on quantity and quality of traffic to your website Web Analytics (Google Analytics, Omniture)

3. Community Size (Fans, Friends, Followers)

4. Membership Increase & active members

5. Leads / Conversions Subscriptions Sales (direct or affiliate) Application use Downloads Contact forms

5. Leads / Conversions Me: “Hey Mr. Customer, do you mind if I ask how did you find me?” Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…” New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn) New Clients: 4 (3 from Twitter/1 from LinkedIn).

8. Sentiment And the shift in sentiment over time

9. Comments Through Blog, Facebook, Twitter, Social Voting

10. Money Spent (ROI) ROI = (revenue - investment) + X / investment * 100 What is your goal? Change in Revenue Number of leads Employee Retention or Productivity, cost of training Customer engagement, idea generation Social Good

Goals Increase Community Size Increase Interactions

Like Blocks Good for fan acquisition May have high (50% drop off rate)

Photo or Video Contests Varying levels of success Women more active with photo-sharing than men (*Pixable study) Running a photo or video contest outside of an app : violation of Facebook's Terms

Create a Facebook Game Can be highly engaging and creative way to boost reputation May be costly, and low quality

Customer Service http://www.facebook.com/AirAsia

How to build your Facebook community

Integrating Facebook with your site

Why Rich Media Rules It genuinely ENGAGES your audience Opportunity to present your brand’s personality (Quality) Content is King Highly likely to be shared (Viral)

The results? 3 million social media views 19,000 Likes 9000 comments 88th most watched video on Youtube.

Success on YouTube Focus on content, not on viewers A consistent audience requires consistent content. There is only one rule for content……and that is “What do you genuinely enjoy making?”

Social Media Marketing Game Plan

Social Media Game Plan Business Objectives Target Audience Social Media Strategies & Tools

Business Objectives “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.” “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.” “I would like to capture 300 new leads using my “free offer” on my website.”

Target Audience, Needs Target Adults 18-35 Teachers Parents Teens 13-18 Exectives Tech Savvy Users Tourists Needs Fashion tips/advice Promotions/Deals Product Reviews Funky phone accessories The latest gadgets Unique sightseeing / shopping ideas

How will you build a community of trust? Offer regular investment tips, online chat support (through facebook groups) Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s Produce gadget reviews from everyday users, off the street, random people Provide exclusive content for sightseeing events published on facebook page

Social Media Strategies & Tools Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog. Add a poll function to my Facebook page/website Set up a twitter account, gather exclusive content to share Create a contest & promote it to your Facebook, Twitter, website community Build community through Facebook Ads Publish content on slideshare, youtube

Thank You David Liem, Senior Web Marketer

Social + Search + Web + Analytics RachitDayal Lead Consultant, Happy Marketer rachit@happymarketer.com Twitter - @rachitdayal

Rachit’s Profile 7 years of Search Marketing Experience Singapore’s first Google certified Marketer in Jan 2005 Dozens of Search Marketing Clients & Success Stories Over $500,000 of ad spend and $5 million of online sales managed

Measurement Tools Website Online Reputation Insights (Integrated) Insight (Integrated)

Activity Metrics Pageviews Unique visitors Members Posts (ideas/threads) Number of groups (networks/forums) Comments & Trackbacks Tags/Ratings/Rankings Time spent on site Contributors Active contributors Word count Referrals Completed profiles Connections (between members) Ratios: Member to contributor; Posts to comments; Completed profiles to posts Periods: By day, week, month, year Frequency: of visits, posts, comments http://www.thesocialorganization.com/social-media-metrics.html

Social Media Networking Metrics Quantitative Fans, followers, page views Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time spent

ROI Measurement: Marketing/Sales Cost per number of engaged prospects (community vs. other initiatives) Number of leads/period Number of qualified leads/period Ratio of qualified to non-qualified leads Cost of lead Time to qualified lead Lead conversion Number of pre-sales reference calls (to other customers) Average new revenue per customer Lifetime value of customers

Customer Support Customer satisfaction Number of initiated support tickets per customer per period Support cost per customer in community

Product Development Number of new product ideas % of ideas from customers/prospects/community Idea to development initiation cycle time Revenue/Adoption rate of new products from community vs. traditional sources

HR Retention/Employee turn over Time to hire Prospect identification cost Prospect to hire conversion rate Hiring cost Training cost Time to acclimation for new employees

Your Customers Love Search Engines

Search Marketing is Cost Effective

3 Simple Things … What Is Search Marketing The Most Important Thing About It How To Sell Search Marketing To Your Boss

What Is Search Marketing? Driving prospects from search engines to your website

What’s In the Search Results Page?

Natural Search Results 10 Relevant Results / Links Websites Videos Images News Shopping Based on quality of content, can’t be bought

Sponsored Links 6-11 Ads on the Top/Side Known as Search Advertising Advertisers bid on different keywords Only pay when someone clicks (PPC)

What Is Search Marketing? Get Better Rankings (SEO) Show More Targeted Ads (SEM)

The Most Important Thing About Search Marketing

Picking The Right Keywords The keywords you select, define Your costs Your competition Your results Your ROI Your brand value Your success on search engines

Case Study: HeadSprout! Good Keywords Hair loss treatments Hair loss serum Baldness Baldness solutions Hair growth cosmetics ,[object Object]

What Makes Bad Keywords Generic, broad phrases (e.g. health tips) Most single word phrases (e.g. hair or bald) Too few searches Words that aren’t in the customer’s dictionary Anything with a celebrity’s name in it

Your Must Have Keywords Your company name Your brand names Your management team Your proprietary IP It’s not optional to market to these keywords!

Selling Search Marketing To Your Boss

Selling Search Marketing … Bring out your … PJMAS

5 Ways To Sell It Internally P J M A S Pride – Paint a picture of #1 Jealousy – Show competitors Money – Cheaper than offline Awe – Show ‘em other experts Statistics – Real search statistics

Statistics – Most Powerful https://adwords.google.com/select/KeywordToolExternal

3 Simple Things … Recap What Is Search Marketing Getting relevant traffic from search engines The Most Important Thing About It Picking good keywords, avoiding bad How To Sell Search Marketing To Your Boss Bring out your PJAMS, back up with statistics

If a tree falls in a forest … And no one is there to hear it … Does it make a sound?

The Need for Web Analytics If you have a lot of activities dedicated to sending traffic to your site … But you can’t accurately measure the results of those activities … Did that effort just go to waste??

“If you can’t measure it, you can’t manage it.”

Provides Answers to Difficult Questions

Powerful Features in a Simple UI ,[object Object]

Funnel Visualization,[object Object]

Visitor (or Absolute Unique Visitor) A visitor is uniquely identified by a Google Analytics visitor cookie

Visit A visit (or session) is a period of interaction between a browser and website. Closing the browser or staying inactive for 30 minutes ends the session.

Pageview A pageview is counted every time a page on your website loads

New vs Returning Visitors New Visitors have visited for the first time Repeat Visitors have previously visited the site

Bounce Rate A bounce occurs when a visitor only views one page The bounce rate is the percentage of visitors who left after viewing just one page.

Google Analytics Tracking Code (GATC)

Traffic Report – Measure SEM, SEO & SMO

What is a Goal? In Google Analytics, a goal represents a website objective, such as: A page viewed by the visitor once they have completed a desired action A specified amount of time spent by the visitor on the website A specified number of pages viewed by the visitor on the website

Possible Goals Ecommerce Sales Software Download Account Signup Contact Form White Paper Downloads Flash Events (Audio/Video plays)

Funnels – Why Define Them? A series of pages through which a visitor must pass before reaching the goal A funnel allows you to: Examine where visitors enter and exit the conversion process Eliminate bottlenecks in your process Identify which site paths lead to most goal completions Use your findings to test changes on the site

Search Engine Optimization KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses

What is Search Engine Optimization? Search Engine Optimization is the process of creating or updating a website to improve the site’s ranking in organic search results, with the objective of increasing the volume of quality traffic. This must be done on-page (site architecture, link structure, content, keywords, title tags, etc.) and off page (link building.)

Why SEO? Free visitors Qualified traffic Proven for conversions More leads More exposure Add value to users More targeted Less invasive, more receptive Reduce marketing expenses Stay competitive Measurable

KarateSEO© - The Six Factors Keywords Picking the Right Keywords to Market to Architecture Planning a site architecture rich with content & keywords Relevant Content Optimizing specific pages for the right keywords Authority & External Links Having the right sites link to you, and using the right keywords Trouble Signs Avoid these common problems & mistakes Experience on Site Making sure users are satisfied with their experience with your site

The Original PageRank Algorithm

Protecting your brand on search engines Protecting your brand keywords on search engines Rank #1 vs the other 8 results

Optimizing your website for higher rankings

SEO: Location, location, location

Search Engine Marketing Online AdvertisingTrends& Stats

Search – Largest share Growth Of Search: Marketers Voting With Their Dollars Search most dominant form of web advertising 3X growth every year since 2001 45 searches per month, per user

Search – Most Cost Effective

Highly Targeted Only shows on relevant searches or content

Vast Reach & Audience Reach billions of people, across the world – with just one advertising platform #1 search engine in 17 out of 20 countries measured Your customers search Google in their own language “Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research

Affordable & Cost Control No minimum spend You decide the daily budget Choose how much to pay for each keyword Only pay when users click your ad More cost effective than Banner ads, Direct mail, Offline advertising Completely trackable – Shows how profitable each keyword is

Fast & Flexible Start advertising within 15 minutes Start & Stop whenever you want Unlimited changes, no charges Target ads by location, language & topic Ability to test multiple ads at once

… And The Google Content Network

A Typical Text Ad Ad Title (25 character limit) Ad Text (35 character limit) Display URL (35 character limit)

Google Adwords Tool: Priceless! https://adwords.google.com/select/KeywordToolExternal

Calculating your SEM budget: No. of Sales Conversion Rate (%) No. of Visitors Cost Per Click ($) Budget

Calculating your SEM budget: An Example Your marketing goal is to sell 100 Creative Sounds Systems globally every month CPC for “Creative Sound Systems” = $1.16 Your website converts2%of its visitors Each sale would cost $58 or 1 sale per 50 visitors 100 systems sold would cost you $5800/ month

But Wouldn’t You Like To Know … How visitors are finding your site? How they navigate through it? What are they looking at? How long are they staying there? Are they coming back? Are they local? ….. …..

Ways to Read Reports Online Interface Profiles Giving Access to Members Downloadable PDFs XLS files

Answers for What browsers are they using? Do they use Flash? What about Javascript? Which campaigns are bringing sales? What keywords are good for business? What’s the ROI on my marketing investment? Where do people drop out of our sales funnel? designers marketers management

Create a New Account Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account

Finding Your Tracking Code Go the “Analytics Settings” Click on “Edit” for the appropriate profile Click the “Check Status” in the top right corner Your tracking code and instructions for how to add it to your site will be displayed

Understanding the Tracking Code

Custom Website Setups Basic tracking code works with most site setups However, some situations will require small changes to your tracking code Common examples: Track multiple domains in one profile Track more than one subdomain in one profile Track multiple domain aliases

Making Sure Each Page Has The Tracking Code SiteScan is a free tool at www.SiteScanGA.com Checks each page on your site for the code Created by third party developer EpikOne

Installing GA Tracking Code In this lesson, you will learn: how to create a new account where to place the Google Analytics Tracking Code about website setups that require customization how to verify installation Video http://services.google.com/analytics/breeze/en/installing_ga_code/index.html

Tracking Sites Documentation http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html

Group Breakout Is the code currently installed on … Home page? Major pages? Support pages? Island Landing pages? What processes should be put into place to ensure all new pages have the GA code embedded in them?

Report Structure Visitors Traffic Sources Content Goals Ecommerce (if enabled)

Setting a Comparison Date Range You can use either the Calendar or Timeline to select a comparison date range

Graphing by Day, Week and Month

Exporting Report Data Export into: PDF XML CSV Tab-Separated

Curriculum Links Some reports contain additional links for reports (in some cases these reports are not shown in the main navigation)

Narratives and Scorecards The narrative summarizes the traffic that’s included in the report The scorecard provides metric aggregates and averages

Quick Segmentation Use the Dimension menu to segment table data by Source, City, Campaign, etc.

Top Content, Content by Title, Content Drilldown

What Makes A Good Source of Traffic?

Why Are “Previous” and “Next” pages the Same?

1. Campaign Name Name – Strategic Title for Campaign Chinese New Year promotion (cny) Christmas promotion (christmas) Autoresponderfollowup sequence (autoresponder) Winter Olympics (winterolympics) Be Connected (beconnected)

2. Campaign Medium Medium – Online Source of Traffic Banner Ads (banner) Email Blasts (email) Search Advertising (cpc) Television Commercials (tvc) Direct Mail (directmail) Social Media (socialmedia)

3. Campaign Source Source – Name of specific referrer Google (google) Yahoo (yahoo) Facebook (facebook) StreetDirectory Banners (streetdirectory) April Newsletter (newsletter4)

4. Term & 5. Content (both optional) Term – Identify paid keywords Content – Used to Differentiate Ads Ad with Child (childad) Ad with Computer (computerad) Ad with Guarantee (guaranteead)

Google Analytics URL Builder Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

Tagging the URL Builder (Step 1) Source – Publication sending traffic (Twitter, Yelp, Facebook)

Tagging the URL Builder (Step 2) Source – Publication sending traffic (Twitter, Yelp, Facebook) Medium – Type of traffic (CPC, Social Media, Email)

Tagging the URL Builder (Step 3) Source – Publication sending traffic (Twitter, Yelp, Facebook) Medium – Type of traffic (CPC, Social Media, Email) Campaign Name – Title of campaign or initative (Christmas)

What does it finally look like? http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten

Exercise - What Are Your Campaigns ? For every campaign, list out … Source * Medium * Name * Term Content Break into your department teams & take 10 minutes!

Videos To Explain Goals & Funnels http://services.google.com/analytics/breeze/en/goals/index.html http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html

Goals – Three Types A URL Destination goal triggers a conversion when a visitor views the page you specified A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you set. A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified

Exercise – What are your Goals? Come up with 10-15 goals to track for your dept For each goal … Is it a page view or download goal? Is it a time spent on site goal? Is it a pages/visit goal? If it’s a Page View / Download goal … Define the funnel that leads to the goal

Video Explanation In this lesson, you will learn: how to set up internal site search why internal site search is important how to find site search information in your reports how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports how to use Search Refinement and Search Navigation options with the Search Terms report how to set up and analyze Site Search Categories how to find Site Search Trending how Site Search metrics differ from the metrics in other reports http://services.google.com/analytics/breeze/en/internal_site_search/index.html

Video Explanation In this lesson, you will learn: Why you need to segment your audience how Advanced Segments differ from filtered profiles to apply an Advanced Segment to your reports how to create and modify an Advanced Segment http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html

Summary – Important Advanced Segments Bounced visits Visits that dropped out of the funnel Brand keyword visits Brand keyword (organic) visits Brand keyword (paid) visits Non-brand keyword visits Non-brand (organic) visits Non-brand (paid) visits First-time buy visits Return visit buys

Video Explanation In this lesson, you will learn: how to create, save, and edit a custom report Why different people might need different reports http://services.google.com/analytics/breeze/en/custom_reporting/index.html

Group Breakout What do you need to see in your report? Which dimensions? Which metrics? Who else needs to see this report? What analysis do you read from it? What actions can you take from it?

Getting Listed with Google Webmaster Tools

There was no way to peek in Google’s head … No way to know If you were getting banned If your site had structural problems See what searches you show up for Tell google the difference between regular & mobile search

Google Webmaster Tools http://www.google.com/webmasters/tools/

Step 3 – Create an XML Sitemap http://www.xml-sitemaps.com/

Step 4 – Tell Google where the Sitemap is Upload the XML sitemap to your site Log into Webmaster Tools

Perform Diagnostics & Fix Problems

Google Alerts How to keep track of news & competitors

The Biggest Handicap Online … Is working blind – without knowledge of your industry or competition Enter Google Alert – it can help notify you of any changes on the Internet Use it to track Industry News Blogs & other websites Competition’s moves

Recommended Alerts Daily Alerts/Feeds Your brand name Your competition brand names Weekly Alerts/Feeds Your primary adverting keywords Authority news sources in your industry

Google Insights The official story on Phrase popularity & stats

http://www.google.com/insights/search Web search popularity Related news Regional interest Related search terms Rising searches & market trends

Every keyword is its own market … Different set of competitors Different philosophy behind search Different search volumes Different kind of search results Very different markets!

Keyword Analysis – From A User’s Eyes Intent – Is the user trying to research? Or make a decision? Competition – Who are the other top results? What are they offering on their landing pages? Category – What type of information shows up? Editorial? Promotional? Corporate-speak? How can youroffer best match the expectations from this keyword?

KarateSEO© - The Six Factors Keywords Picking the Right Keywords to Market to Architecture Planning a site architecture rich of content & keywords Relevant Content Optimizing specific pages for the right keywords Authority & External Links Having the right sites link to you, and using the right keywords Trouble Signs Avoid these common problems & mistakes Experience on Site Making sure users are satisfied with their experience with your site

Start with your Seed List of Keywords Travel Hotels Air Tickets Holiday Travel Deals Vacation

Expand by adding more Modifiers More specific keywords Location Language Changing Columns Using Site-based Suggestions

https://adwords.google.com/select/KeywordToolExternal

Select Keywords by … Subjective relevance Would I want this keyword associated with my brand? Estimated conversion Will it lead to a sale? Or will it attract just surfers? Past Data Trends Actual conversion data from Analytics/AdWords Amount of competition Is your budget big enough to fight for this keyword?

Site Architecture / Sitemap is Critical The GoogleBot’s Life Your sitemap & links are the language it understands If it’s not content rich, it won’t rank you Focused content You need one optimized page per keyword Should have content, relevant media & links Rich in Content More Pages = More Authority All pages should be interlinked with navigation &subnav

Architecture– Links & Calls to Action HTML links to other sites, or other pages increase the weight of a landing page Link to other relevant articles Relevant products Avoid paid links

Architecture – Internal Links Internal linking should be clear Avoid flash navigation Avoid image navigation Clear, text navigation is best

Content– Title Tags First, most prominent piece of text for any page on your site First function, search engine visibility Second function, call to action Unique, descriptive title of 5 to 10 words (69 to 75 characters) First three words – keyword Ensure it’s a phrase people can read

Content – Heading Tags <h1> and <h2> tags tell Google what’s important Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead. Write multiple headlines relating to the topic Focus on conversion – lead user to an end result

Content – Body Text Google also measures keyword proximity and Keyword density In each landing page, let the main keyword appear 3 to 10 times Keep the body of the text between 400 and 900 words

Link Popularity - Directories Directory Submissions Outsource to an external company http://www.submitinme.com/default.aspx Almost extinct, don’t spend too much effort

Link Popularity - Blogs A blog is a natural link magnet People are encouraged to cross-link, comment Start a blog on your topic Write articles relating to your major keywords Submit blog to major RSS feed directories Find other blogs and manually leave comments, build friendship for cross-links

Link Popularity – Press Releases & Articles Articles Less relevant, more of a numbers game Rarely lead to conversions, but great for PageRank Press Releases Harder to craft, more exclusive, more expensive Can lead to spurt of traffic & sales Must have a newsworthy element to it

URLs / Page Titles that don’t change

Types of Spam (Page 1) Reciprocal Link Trading Cloaking Promoting Keywords not related to your Web Site Keyword Stacking Keyword Stuffing Hidden Text Tiny Text Hidden Links

Types of Spam (Page 2) Artificial Link Farms Redirects Mirror or Duplicate Pages Doorway Pages, Gateway Pages or Hallway Pages Domain spam & Mirror Sites Typo spam and Cybersquatting Automated Blog Spam

Usability – Speed of Loading Major factor in Landing page quality score for both SEO and PPC Slow pages = bad user experience Shoot for less than 100 kb Optimize by lowering image quality, less graphics and cleaning up code

Usability – Clear Branding Have a clear logo on top right, contact information on top left Headline Large font 4-8 words Clearly spell out what’s on the page Have a benefit for the reader Probably contains keywords

Usability – Ease of Reading Text Use common fonts (Arial, Verdana, Sans Serif) Use bold dark colors on white background Have headlines and short paragraphs Images & Videos Have an explanatory image or video Keep the good stuff above the fold

Usability – Time Spent on Site Google can track how many people click the “back” button People can also move pages up or down in rankings Watch your web analytics Keep the bounce rate down Increase the time spent on site

SEO & Social Media – Friends Forever! Content + Links = SEO Success!

99% starts with search but… 18% searches start with Social Media(Wikipedia, Social Media Networks, Blogs) Gradually overtaking informational websites

Content + Links = Search Engine Success! Share articles, press releases, PPT slides presentations, photos, PDF files Helps with link authority (PageRank) Links = Website link on your profile page, share articles on social networks More Links = More Exposure URL Shorteners (bit.ly) help with PageRank

Social Networks You Must Be On Articles Facebook Twitter Digg Delicious Reddit StumbleUpon

Social Networks You Must Be On Profiles LinkedIn PFD’s SlideShare Scribd Media YouTube Flickr

And so many more… Be visible where your audience is.

Optimizing Your Social Media Links Be consistent with your keywords Use the Google Keyword Tool for ideas Title – contains keywords Description – attractive & accurate summary of your content, contains more keywords Tagging – don’t forget

AdwordsFlavors Everything a marketer needs to know about adwords distribution & ads

Ad Distribution:Customer’s perspective Other 25% The Google Network reaches 75%of Internet Users worldwide* network 75% Content publishers, including: Google properties, including: Search partners, including: 406

Keyword Campaigns Target by relevant keywords. Ad appears on Google.com (text ads) Google’s Search Partners (text ads) Relevant pages on Google’s content network (text ads, expanded text ads, image ads, video ads) You pay only when someone CLICKS your ad Text Ads Expanded Text Ads Image Ads Video Ads

Keywords areTraditional Everyone knows keywords Google’s flagship product Developed for six years Strong analytics & transparency Conversion tracking Display statistics Click metrics

Site Targeted Campaigns Target by choosing sites. Ad only appears on the sites you choose. Only shows expanded text ads, image ads, video ads You pay only when someone SEES your ad You bid CPM – The amount you’re willing to pay for 1000 visitors to see your ad Typical CPM rates start from $2 / 1000 visitors Expanded Text Ads Image Ads Video Ads

Ad Distribution:An Advertiser’s Perspective Keyword Campaigns Site Targeted Campaigns Text Ads Expanded Text Ads Expanded Text Ads Image Ads Image Ads Video Ads Video Ads

Clicks People who click on your advertisements Cost you $$$, everytime somebody clicks

Impressions Number of times you ad shows On Google Search Content Partners (Gmail, NY Times, About.com etc) Popular keywords: 1000s of impressions/day Rare keywords: <100 impressions/month

CTR – Click Through Rate For every 100 people that see your ad How many click it? Example 1000 impressions 34 clicks 3.4% CTR

CPC – Cost Per Click When somebody clicks on your ad You pay Between SGD .02 and SGD 20 (every time) Different CPC for search, content &placement

Conversions – the Magic Juice Conversion An action by your website visitor that makes you money (E.g. Sale or Email opt-in) Conversion Rate For every 100 visitors, how many conversions Cost Per Conversion How many $$$ does it cost per conversion?

Conversion Marketing vs Branding Marketing

Two Types of Search Engine Marketing Conversion & Sales Less than 5 keywords Intense focus on ad & landing page testing/optimization Costs less, but harder work Branding & Visibility 20 to 20,000 keywords 5 to 100 content properties Costs more, but less work

Conversion & Sales Focused Reach Few keywords, each keyword is a market on its own Focused, targeted reach Effort is Targeted On keyword pruning and finding negative keywords On creating text ad variations On creating landing pages & testing them

Sales Focused – Keyword Selection Pick your favorite 5 keywords The top 50 popular traffic keywords Very relevant Have a landing page in mind for each keyword

Sales Focused – Campaign Setup Set up a new keyword campaign “Popular Keywords” Set up an individual ad group for each keyword selected Select only “exact match” and “phrase match”, not “broad” Select the most relevant landing page

Your Campaign Setup Your AdWords Account Campaign # 1 Popular Keywords Other Campaigns Ad Group # 1 “acne” Ad Group # 2 “acne scars” Ad Group # 3 “acne cure” “acne” (exact match) “acne cure” (exact match) “acne” (phrase match) “acne cure” (phrase match) “acne scars” (exact match) “acne scars” (phrase match)

The Sales Funnel Ads need to connect to customer needs Test often to find the right message Google ad 1 acne scars Landing Page 1 Ad Group # 2 “acne scars” Google ad 2 acne scars Landing Page 2

Branding & Visibility Send me traffic! Huge reach, lots of keywords & site placements Broad, more generic reach Effort is spread out On create text, image, video ads Expanding list of keywords & site placements On creating landing pages & testing them

Branding & Visibility– Keyword Selection Highly relevant keywords Give them their own ad groups of 2-3 keywords Bid to reach position 3-5 in search Medium relevance keywords Group them into ad groups of 10-25 keywords Bid to reach position 7-10

Visibility – Ad Placement Selection Search & Content Network: Where do you want your ads to show up? Eliminate irrelevant (Content Network) sites if needed Organize sites into themed ad groups & campaigns

Visibility – Ad Variety Image, video, placement and text ads Image and videos are more engaging (higher conversions)

Visibility – Sales Funnel Get traffic from everywhere! keyword, content &site-themed campaigns Show a variety to your target market using text, image and video ads Success! More traffic!

Effective Websites Seven ways to convert visitors into buyers

Reaffirm your brand and site purpose ,[object Object]

Avoid long introductions as customers will seek this information in the ‘about us’ section.,[object Object],[object Object]

Popular or seasonal products that are profitable for you should be visible on the homepage.,[object Object]

With so many potential routes a visitor could take, make sure they don’t get lost.

Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.,[object Object]

Link ads to the right page ,[object Object]

More general ads about a product or service category should link to more general pages.

Avoid directing visitors to search results pages.,[object Object],[object Object]

Make sure selling points from your ad are clearly visible on your landing page.,[object Object]

Make product/service categories visible ,[object Object]

Use clear labels/titles to show what products and services you offer.

Build a navigation structure that is intuitive and not too complex.,[object Object]

Avoid jargon where possible.,[object Object]

Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.,[object Object]

4. Give Me The Right Search Results

Check quality of results ,[object Object]

Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. ,[object Object]

Consider enlarging your search box or making it more prominent.

Ideally 27 characters wide.,[object Object]

Lay out search results clearly ,[object Object],[object Object]

Allow purchase without registration ,[object Object]

You can still capture details like their email address in your payment details form;

You can also offer them the opportunity to register post-sale.,[object Object]

Stick to the details you really need.,[object Object],[object Object]

Don’t ask for unnecessary details ,[object Object],[object Object]

This sets expectations and makes the process seem manageable. ,[object Object],[object Object]

Minimize distractions that might lead a customer to move elsewhere.,[object Object]

Search Marketing and Social Media Introduction

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