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Search & Social Media
 Week 1 | 20th September 2012
          Phil Morgan
About Me
• Head of Search at Delineo
• Been working in search for over 5
  years, primarily as an SEO
• Worked in-house and agency-side
• Computer Science background (bit of a
  techie)
• 1st Class BSc (Hons) Computing –
  Multimedia Systems – Leeds
  Metropolitan University
• MSc Computer Science – Liverpool
  University

    @philipmorgan

    phil.morgan@delineo.com
About Delineo

•     Established in 1982
•     40+ people over 2 locations
•     Top 50 agency outside London
•     In the top 5% of all creative agencies nationally
•     Winner of 2 RAR 2012 awards
•     Winner MI Network award 2011
•     Voted in the top 3 of The Co-operative‟s roster of agencies




© Delineo 2012 no ideas, information or material to be reproduced without written permission
Overview
 • Current Search Landscape
 • What is an Algorithm update?
 • Developing a Keyword Plan
 • Importance of Forecasting & Keyword Targeting
 • Blog Writing – implementing keywords…
 • Measuring ROI – Google Analytics Key Metrics
    • Case studies including key metrics
    • Cool New Features of Google Analytics
 • Blogs and Twitter Users to Follow
Current State of Search – Google Still King




http://www.koozai.com/blog/search-marketing/search-engine-market-share-statistics-january-2012/

    “Google dominates mobile advertising with 95% market share for search ads
    and 52% market share for all types of mobile ads, according to eMarketer.
    The number of paid clicks on Google ads increased 42% over last year.”
    http://www.nytimes.com/2012/07/20/technology/google-continues-growth-and-
    growing-pains.html?_r=0
Google’s Search Algorithm –
What is an Update?




       More than just Pandas and Penguins
Google’s Search Algorithm

• Updates form a core part of Google‟s
  search algorithm

• Often „Quality‟ related

• Panda affected 1% of all searches
• Penguin affected 3.1% of searches

• Other updates have included
   • Vince (2009) – Favour big brands
   • May Day (2010) – Impact on long-
      tail, precursor for Panda
   • Venice (2012) – Integration of local
      search data
Google’s Search Algorithm – Why so scared?




• ALWAYS changing and tweaking
• Effects of algorithm changes can be easier to detect than manual changes
  (penalties)



http://searchengineland.com/google-lowers-boom-on-ehow-com-73327
It All Starts with a Solid Keyword Plan
Where to Start with Keyword Research?

 • Think core services
    • Use Site Structure

 • Highest margin / Most profitable products

 • Vanity (can be called brand awareness)

 • Competitiveness
    • What‟s the likely time investment vs. return?
    • Is the site new or well established?
Excel Is Your Friend
 • CSV‟s, VLOOKUP, Tables…
Google Muscle Can Help Here!
 • Google AdWords Keyword Tool

 • Google Traffic Estimator – More
   accurate data for PPC Campaigns

 • Google Analytics – what‟s performing well
   and might just need a boost

 • Google Insights for Search – What‟s the
   demand like between keywords

 • AdWords Campaign Data (if you‟re lucky)
Google Insights for Search
   • Judge keyword demand / seasonality




www.google.com/insights/search
Utilise Google Suggest
  • UberSuggest

  • Its free!

  • Great for keyword ideas

  • Easy export to text document

  • Utilises Google Suggest so
    there‟s a good chance there will
    be some search volume




www.ubersuggest.org
Google AdWords Keyword Tool
      • Best tool for search volumes (in my opinion)

      • Drop in all keywords you‟ve found so far

      • Use exact match to get a good idea of what has volume and what
        doesn‟t

      • Export everything to Excel!

      • Combine with bing to see what competitors are doing…




https://adwords.google.com/select/KeywordToolExternal
Google AdWords Keyword Tool
 • Enter core keyword into Bing

 • Grab the URL from the search result
Google AdWords Keyword Tool
 • Drop this URL into the website box in AdWords Keyword Tool

 • See what the top 10 sites are optimising for and add to list
Refining Your List - Short Tail vs. Long Tail (Buying
Cycle)




 • Balanced keyword portfolios are best
 • Think about short term and long term targets
 • Lots of products – may benefit from long-tail
   strategy
The Importance of Forecasting and ROI

• What does a number one ranking mean in
  terms of revenue and ROI? Are they still the
  right keywords?

• Speaking a clients language (£££)

• Tricky in terms of SEO
   • 7-pack results
   • Local results
   • Video
   • AdWords

• Provide a starting point and refine as data
  becomes available
SEO and ROI
• Local UK search volume (Google Keyword Tool)
• SEO Click Through Rate
  (http://www.slingshotseo.com/resources/white-papers/google-
  ctr-study/)
• Website Conversion Rate
• Average Order Value


          Search Vol. x CTR x Conv. Rate
               x Ave. Order Value
                 = SEO Revenue
Refining Forecasts and Setting Expectations

• Use as much data as you can get your hands on
   • Google Webmaster Tools
   • Conversion Rates at Product Levels

• Target keyword list should include:

    • Long term short tail keyword targets
    • Short term „quick wins‟
    • Existing keywords that need push (nearly 10% CTR difference
      between position 1 and position 2)
A guide to blogging
•   Regular website content

•   Wordpress/Blogger

•   250-500 word posts on topics
    relevant to your industry

•   Space to write about
    news/industry
    topics/comment/opinion

•   Traffic driver from social
    networks

•   SEO benefits – Internal links
Good content topics

• Top 10 ways to…

• My thoughts on…

• How do you…


Tips and techniques

•   Share on social networks

•   Be professional

•   What will your intended audience be
    interested in?
Key Search Metrics
 • Revenue!

 • Non-brand aware search traffic

 • Non-paid, non-brand aware keywords

 • Conversion Rate

 • Exit Pages (Pain Points)

 • Creating Visitor Personas and Profiles
Visitor Persona – Real World Example




  Measure the overall quality of traffic

  Used to evaluate the customer journey by including specific pages
My Recommended Reading
• Distilled Excel for SEO
   • http://www.distilled.net/excel-for-seo/

• Google Webmaster Videos
   • http://www.youtube.com/user/GoogleWebmasterHelp

• Search Engine Land
   • http://searchengineland.com/

Books

• The Art of SEO (Eric Enge)

• Web Analytics 2.0 (Avinash Kaushik)
Twitter


 •   Ross Hudgens @RossHudgens
 •   Jason Acidre @jasonacidre
 •   Matt Cutts @mattcutts (Head of Google WebSpam Team)
 •   Econsultancy @Econsultancy
 •   David Mihm @davidmihm (Local SEO Expert)
 •   Tom Mason @totmac (Delineo Head of Social Media)
 •   Richard Baxter @richardbaxter (SEOGadget)
 •   State of Search @stateofsearch (Search & Social Blog)
 •   Blueglass @blueglass (US Search Agency – Great Blog)
 •   Delineo @delineo
 •   Me! @philipmorgan
Questions?


   @philipmorgan


   phil.morgan@delineo.com

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Search and Social Media Marketing Course Slides - Salford Universtiy

  • 1. Search & Social Media Week 1 | 20th September 2012 Phil Morgan
  • 2. About Me • Head of Search at Delineo • Been working in search for over 5 years, primarily as an SEO • Worked in-house and agency-side • Computer Science background (bit of a techie) • 1st Class BSc (Hons) Computing – Multimedia Systems – Leeds Metropolitan University • MSc Computer Science – Liverpool University @philipmorgan phil.morgan@delineo.com
  • 3. About Delineo • Established in 1982 • 40+ people over 2 locations • Top 50 agency outside London • In the top 5% of all creative agencies nationally • Winner of 2 RAR 2012 awards • Winner MI Network award 2011 • Voted in the top 3 of The Co-operative‟s roster of agencies © Delineo 2012 no ideas, information or material to be reproduced without written permission
  • 4. Overview • Current Search Landscape • What is an Algorithm update? • Developing a Keyword Plan • Importance of Forecasting & Keyword Targeting • Blog Writing – implementing keywords… • Measuring ROI – Google Analytics Key Metrics • Case studies including key metrics • Cool New Features of Google Analytics • Blogs and Twitter Users to Follow
  • 5. Current State of Search – Google Still King http://www.koozai.com/blog/search-marketing/search-engine-market-share-statistics-january-2012/ “Google dominates mobile advertising with 95% market share for search ads and 52% market share for all types of mobile ads, according to eMarketer. The number of paid clicks on Google ads increased 42% over last year.” http://www.nytimes.com/2012/07/20/technology/google-continues-growth-and- growing-pains.html?_r=0
  • 6. Google’s Search Algorithm – What is an Update? More than just Pandas and Penguins
  • 7. Google’s Search Algorithm • Updates form a core part of Google‟s search algorithm • Often „Quality‟ related • Panda affected 1% of all searches • Penguin affected 3.1% of searches • Other updates have included • Vince (2009) – Favour big brands • May Day (2010) – Impact on long- tail, precursor for Panda • Venice (2012) – Integration of local search data
  • 8. Google’s Search Algorithm – Why so scared? • ALWAYS changing and tweaking • Effects of algorithm changes can be easier to detect than manual changes (penalties) http://searchengineland.com/google-lowers-boom-on-ehow-com-73327
  • 9. It All Starts with a Solid Keyword Plan
  • 10. Where to Start with Keyword Research? • Think core services • Use Site Structure • Highest margin / Most profitable products • Vanity (can be called brand awareness) • Competitiveness • What‟s the likely time investment vs. return? • Is the site new or well established?
  • 11. Excel Is Your Friend • CSV‟s, VLOOKUP, Tables…
  • 12. Google Muscle Can Help Here! • Google AdWords Keyword Tool • Google Traffic Estimator – More accurate data for PPC Campaigns • Google Analytics – what‟s performing well and might just need a boost • Google Insights for Search – What‟s the demand like between keywords • AdWords Campaign Data (if you‟re lucky)
  • 13. Google Insights for Search • Judge keyword demand / seasonality www.google.com/insights/search
  • 14. Utilise Google Suggest • UberSuggest • Its free! • Great for keyword ideas • Easy export to text document • Utilises Google Suggest so there‟s a good chance there will be some search volume www.ubersuggest.org
  • 15. Google AdWords Keyword Tool • Best tool for search volumes (in my opinion) • Drop in all keywords you‟ve found so far • Use exact match to get a good idea of what has volume and what doesn‟t • Export everything to Excel! • Combine with bing to see what competitors are doing… https://adwords.google.com/select/KeywordToolExternal
  • 16. Google AdWords Keyword Tool • Enter core keyword into Bing • Grab the URL from the search result
  • 17. Google AdWords Keyword Tool • Drop this URL into the website box in AdWords Keyword Tool • See what the top 10 sites are optimising for and add to list
  • 18. Refining Your List - Short Tail vs. Long Tail (Buying Cycle) • Balanced keyword portfolios are best • Think about short term and long term targets • Lots of products – may benefit from long-tail strategy
  • 19. The Importance of Forecasting and ROI • What does a number one ranking mean in terms of revenue and ROI? Are they still the right keywords? • Speaking a clients language (£££) • Tricky in terms of SEO • 7-pack results • Local results • Video • AdWords • Provide a starting point and refine as data becomes available
  • 20. SEO and ROI • Local UK search volume (Google Keyword Tool) • SEO Click Through Rate (http://www.slingshotseo.com/resources/white-papers/google- ctr-study/) • Website Conversion Rate • Average Order Value Search Vol. x CTR x Conv. Rate x Ave. Order Value = SEO Revenue
  • 21. Refining Forecasts and Setting Expectations • Use as much data as you can get your hands on • Google Webmaster Tools • Conversion Rates at Product Levels • Target keyword list should include: • Long term short tail keyword targets • Short term „quick wins‟ • Existing keywords that need push (nearly 10% CTR difference between position 1 and position 2)
  • 22. A guide to blogging • Regular website content • Wordpress/Blogger • 250-500 word posts on topics relevant to your industry • Space to write about news/industry topics/comment/opinion • Traffic driver from social networks • SEO benefits – Internal links
  • 23. Good content topics • Top 10 ways to… • My thoughts on… • How do you… Tips and techniques • Share on social networks • Be professional • What will your intended audience be interested in?
  • 24. Key Search Metrics • Revenue! • Non-brand aware search traffic • Non-paid, non-brand aware keywords • Conversion Rate • Exit Pages (Pain Points) • Creating Visitor Personas and Profiles
  • 25. Visitor Persona – Real World Example Measure the overall quality of traffic Used to evaluate the customer journey by including specific pages
  • 26. My Recommended Reading • Distilled Excel for SEO • http://www.distilled.net/excel-for-seo/ • Google Webmaster Videos • http://www.youtube.com/user/GoogleWebmasterHelp • Search Engine Land • http://searchengineland.com/ Books • The Art of SEO (Eric Enge) • Web Analytics 2.0 (Avinash Kaushik)
  • 27. Twitter • Ross Hudgens @RossHudgens • Jason Acidre @jasonacidre • Matt Cutts @mattcutts (Head of Google WebSpam Team) • Econsultancy @Econsultancy • David Mihm @davidmihm (Local SEO Expert) • Tom Mason @totmac (Delineo Head of Social Media) • Richard Baxter @richardbaxter (SEOGadget) • State of Search @stateofsearch (Search & Social Blog) • Blueglass @blueglass (US Search Agency – Great Blog) • Delineo @delineo • Me! @philipmorgan
  • 28. Questions? @philipmorgan phil.morgan@delineo.com