Date post: | 12-Nov-2014 |
Category: |
Automotive |
Upload: | levelwing |
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© 2010 Levelwing. All rights reserved | www.levelwing.com
Hi.
© 2010 Levelwing. All rights reserved | www.levelwing.com 2
presentation available at: www.levelwing.com/sema/20SearchTips [email protected]
© 2010 Levelwing. All rights reserved | www.levelwing.com 3
“Data is the most consumed product and it affects all others.”
- Eric Schmitt 5 exabytes
(5.0x10ˆ19) = all info created
through 2003 5 exabytes created
every 48 hours
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In 1993 __________ pages existed on the worldwide web.1
1United Nations Data, 1994 2Google, October, 2011
Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2
50
354,000,000
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= “I want”
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= “I want”
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“I want”
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Complimentary Strategies
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Source: Jakob Niellsen, 2010
Tip 1: Start with the right content
Quality Words
Engaging Fresh
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Tip 2: Call things what they are
“Honey, I’m going to Meineke for some
steering and suspension services.”
“Honey, I’m going to Meineke to get my
alignment checked.”
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Google Insights For Search
alignment
steering and suspension
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Gateway Page
Flash Content
Missing Title Tags
Missing rich HTML text
Tip 3: Build for search engines
Site Loads Slowly
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Tip 4: Use keywords in title tags
• Should be unique for each page • Should be concise and explain page content • Typically have 66 characters
K&N High Performance Air Filters, Air Intakes, & Oil Filters
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Tip 4: Use keywords in title tags
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Tip 5: Use keyword-rich meta description
160
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Win/Lose decided here
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Tip 6: Use keyword-rich urls
brake repair
????
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Tip 7: Use alt image attribute & name image
jl_knw_sidepromo_placeholder1.png
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Tip 8: Use keyword-rich anchor text
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Source: Jakob Niellsen, 2010
Tip 9: Arrange content for scanning
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© 2010 Levelwing. All rights reserved | www.levelwing.com 22
© 2010 Levelwing. All rights reserved | www.levelwing.com 23
Users
Advertisers Search Engine
What is Quality Score?
Quality Score or Quality Index balances ecosystem
Ranked on a 1-10 scale (10 = best)
Higher quality score usually means higher position and lower CPC
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What Influences Quality Score?
QS Click-Through Rate
(CTR)
Ad Relevancy
Keyword Relevancy
Landing Page Quality
Historical Performance
Other Relevancy
Factors
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What Does Quality Score Influence?
QS
Eligibility
Position
Price
Above Organic Results
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© 2010 Levelwing. All rights reserved | www.levelwing.com 27
Tip 10: Build organized foundation • Organize “Campaigns” within Account
• 5 or fewer unique keywords in an ad group
• Minimum of 3 to 5 text ads/ad group
• Minimum of 3 to 5 calls-to-action
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Tip 11: Build negatives
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Tip 11: Build negatives
meta http-equiv="Keywords" name="Keywords" content=“tom's of maine, toms of maine, natural personal care products, toms of maine products, tom's of maine products, natural care products, oral care products, choose cruelty free, wind energy company, kate and tom's of maine, certified organic products, tom, toms, kate and toms, tom's of maine, toms of maine, maine products, toms products, tomsofmaine"
(ADD these as negative keywords)
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Tip 12: Check different locations
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© 2010 Levelwing. All rights reserved | www.levelwing.com 32
Tip 13: “Broad” match is for head terms
Phrase & Exact
Broad S
earc
h Vo
lum
e
Generic Keywords Specific Keywords
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Tip 14: Use Search Query Reports
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Tip 15: Use Google Insights for Search
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Web Search Interest: car battery
Tip 15: Use Google Insights for Search
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Tip 16: Focus on off-page SEO
Source: Google & Bing via Danny Sullivan Interview, 2010
• Grow quality links • Do the socially respected share your content?
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Tip 17: Test, fail quickly, syndicate
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Tip 18: Create real accountability “Not everything that can be counted counts, and not everything that counts can be counted.”
-Albert Einstein.
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Tip 19: Benchmark Benchmark Your Baseline Measurements Before Your SEM Campaign Begins • Overall traffic by channel/keyword • Search engine traffic • Paid vs. organic traffic • Conversions by channel/keyword • Top traffic-driving keywords • Top conversion-driving keywords • Keyword rankings
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Tip 20: Bottom line metrics trump all
ROI (best)
ROAS (better)
CPA/KPI (good)
Cost Per Action/ Key Performance Indicators
• “Good” • Initial optimizations
Return On Ad Spend • “Better” • Sales data layered in
Return On Investment • “Best” • Sales data with profit margin data • Profitability/Best Customers
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9/8/2011 – Google Buys Zagat
41
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Local Search
42
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Future of Search?
43
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Why is this Important?
44
59% of online shoppers customer product reviews have a significant impact on their buying behavior
Source: Marketing Charts, 9/2011
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Why is this Important?
45
on Yelp ratings…
Source: Michael Luca, 2011
= 9% revenue increase
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Thank you.
Or: email: [email protected] phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com