Search engine marketing masterclass

transcript

SEARCH ENGINEMARKETING MASTERCLASSHUBERT VAN DE VYVER

WEBCOM 2.0, BRUXELLES

SUMMARY

• Optimise the ranking of websites in search engines

• Perform keyword research and computer benchmarking

• Implement best practice SEO web design, copywriting and site architecture

• Implement an effective link building strategy

• Configure and optimise paid search campaigns

• Comfortably manage paid search budgets and keyword bids

• Apply best practice ad copywriting

• Measure search engine marketing success

PRESENTATION

HUBERT VAN DE VYVER

• Phones

• Interactivity

TIMING

• Training

• 9:00 – 17:00

• Breaks

• 10:30

• 12:30 – 13:30

• 15:00

HOUSE RULES

• Over 15 years of training experience

• Community manager

OPTIMISE THE RANKING OF WEBSITES IN SEARCHENGINES

• SEO

• On site SEO

• Off site SEO (link-building, social media

marketing)

• SERP

• Search Engine Results Page

• ‘organic’ results vs paid results

OPTIMISE THE RANKING OF WEBSITES IN SEARCHENGINES

• In 2014, Conductor suggested 64% of all

web traffic comes from organic search,

compared to 2% from social, 6% from

paid search, 12% direct and 15% from

other referral sources.

• how to dominate Google: (study from

Advanced Web Ranking)

• the top five results account for 67.60%

of all clicks

• results from six to 10 account for only

3.73%.

Sitemap:

https://en.m.wikipedia.org/wiki/Sitemaps

OPTIMISE THE RANKING OF WEBSITES IN SEARCH ENGINES

• Improve ranking through

• 1) Relevancy

• 2) The quality of your content

• 3) User experience

• 4) Site speed

• 5) Cross-device compatibility

• 6) Internal linking

• 7) Authority

• 8) Meta descriptions and title tags

(Words You Think People Will Search For)

• 9) Properly tagged images

• 10) Domain names

• 11) Headlines and permalinks

• 12) Comments

• 13) Social

OPTIMISE THE RANKING OF WEBSITES IN SEARCH ENGINES

• Avoid using :

• 1) Keyword stuffing

• 2) Link buying or excessive link

exchanging

• 3) Annoying ads

• 4) Mobile app interstitials

• 5) Duplicated content

• 6) Hidden text and links

INTERESTED ?

• If you are interested by this training, please contact me either

by email, phone or Twitter:

• Email: hvdv@webcom20.be

• Phone: +32 497453745

• Twitter: @webcom20

PERFORM KEYWORD RESEARCH AND COMPUTER BENCHMARKING

In truth, there are only a small amount of low competition keywords in a niche at any given time

(new keywords pop-up as others disappear), but that’s all you need.

Neil Patel, SEO Expert

Source: Searchmatrics

The most important SEO factors to consider

• Factor #1 – Backlinks

• Majestic

• Ahrefs

• Factor #2 – Relevance

• Factor #3 – User satisfaction

• social shares

• comment section and complaints

• Factor #4 – Do you consider all your

visitors?

• Mobile visitors

• Fast loading sitesSee tools in exercise

INTERESTED ?

• Phone: +32 497453745

• Tools to help you do this faster

• Tool #1 – Term Explorer

• http://termexplorer.com/Public/

• Tool #2 – Kwfinder

• https://kwfinder.com/

• Tool #3 – Moz Keyword Difficulty tool

• https://moz.com/tools/keyword-difficulty

• Tool #4 – Ahrefs Toolbar

• https://ahrefs.com/seo-toolbar

step-by-step, how to actually do it.

• Step #1: Gather your keywords

• some guides:

• https://www.quicksprout.com/2015/08/1

2/5-modern-keyword-research-

methods-to-uncover-hidden-gems/

• http://backlinko.com/the-definitive-

guide-to-keyword-research

• Step #2: Start filtering out keywords

• Step #3: Dig in deeper

• rank for from a user’s perspective

• http://Google.com/ncr

• Top 3 / 5 / 7

• More: http://backlinko.com/google-

ranking-factors

• Step #4: Make a decision

• How strong is your domain?

• How easily can you get backlinks?

• What level of content can you produce?

IMPLEMENT BEST PRACTICE SEO WEB DESIGN, COPYWRITING AND SITE ARCHITECTURE

https://www.quicksprout.com/the-

advanced-guide-to-content-

marketing/

Mobile Optimization

• 1. Mobile Usability

• 2. Mobile and Voice-

Related Keywords

• 3. Accelerated Mobile

Pages (AMP)

On-Page Optimization

• 4. Head Section Order

• 5. Title Tag

• 6. Description Tag

• 7. Keywords Tag

• 8. Heading Tags

• 9. Word Count

• http://www.bruceclay.com/blog

/google-panda-and-quality/

• 10. Call to Action (CTA)

• 11. Image and Video Optimization

• 12. Structured Data Markup

• 13. Social Markup

• 14. URL Optimization

• 15. Fully Qualified Links

• 16. Content Freshness

Sitewide Optimization

• 18. Contact Information

• 19. Testimonials

• 20. Privacy Statement

• 21. Text Navigation

• 22. Sitemaps

• http://www.bruceclay.com/seo/create-

sitemap.htm

• 23. Robots.txt File

• 24. Keyword Strategy and Research

• 25. Linking Strategy

• 27. Server Configuration

• 28. Static Pages

• 29. Static Content on Home Page

• 30. No SPAM Tactics

• 31. Duplicate Content

INTERESTED ?

• Phone: +32 497453745

http://www.wordstream

.com/link-building

IMPLEMENT AN EFFECTIVE LINK BUILDING STRATEGY

Understand Google’s quality criteria

• Content that is scraped from renowned,

well-ranked sites

• Low-quality guest posting

• Syndicating your own content

• Doorway sites

• Running an affiliate program

• Make your anchor texts natural in each

link you build

• A diversified link-building strategy is the

https://searchenginewatch.com/sew/how-to/2370863/6-crucial-link-building-

strategies-to-drive-quality-traffic

https://moz.com/beginners-guide-to-seo/growing-popularity-and-links

EXERCISE

https://moz.com/researchtools/ose/

CONFIGURE AND OPTIMISE PAID SEARCHCAMPAIGNS

The 6 Critical Components of Account Structure

• #1: Spend Time Deciding How You Want Your Account to Be Structured

• #2: Conduct Keyword Research

• #3: Create Your First Campaign

• #4: Create Your First Ad Group & Text Ad

• #5: Add the Relevant Keyword List into the Ad Group

• #6: Create One or Two More Ads in Your Ad Group & Adjust Ad Settings

http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure

CONFIGURE AND OPTIMISE PAID SEARCHCAMPAIGNS

Google Conversions & Analytics

Google AdWords now makes life a little easier on us marketers by

importing and syncing Google Analytics conversion data into Google

Conversions.

20 Ways To Increase Conversion Rate Optimization

For PPC Advertising

https://www.searchenginejournal.com/20-ways-

increase-conversion-rate-optimization-ppc-

advertising/97917/

INTERESTED ?

• Phone: +32 497453745

COMFORTABLY MANAGE PAID SEARCH BUDGETS AND KEYWORD BIDS

RUN A SUCCESSFUL LOW BUDGET ADWORDS CAMPAIGN.

• Campaign Objectives

• Stick to Google Search Networks

• Extensive Keywords Research

• Avoid Dynamic Search Ads

• Negative Keywords List

• Bidding Strategy

• Targeting Competitors Head-on

• Target Keywords by Industry

• Focus on Ad Position when You Can’t Match a Bid

• Check for Overlapping Keywords

• Use Features of Enhanced Campaigns

• Optimize According to the Nature of your

Business

• Quality Score

• Targeted & Conversion Optimized Landing

• Analyze before Changing

• Branded Campaign

• Ad Extensions

https://www.searchenginejournal.com/manage-low-budget-adwords-campaign-lessons-learnt-spending-40000/67105/

EXERCISE

https://adwords.google.com/home/

APPLY BEST PRACTICE AD COPYWRITING

INTERESTED ?

• Phone: +32 497453745

MEASURE SEARCH ENGINE MARKETING SUCCESS

• http://searchengineland.com/kpis-seo-measuring-seo-success-254773

MEASURE SEARCH ENGINE MARKETING SUCCESS

• 1. Search Engine Share of Referring Visits

• 2. Search Engine Referrals

• 3. Visits Referred by Specific Search Engine Terms and Phrases

• 4. Conversion Rate by Search Query Term/Phrase

• 5. Number of pages receiving at least one visit from search engines

https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success

INTERESTED ?

• Phone: +32 497453745

Search engine marketing masterclass

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