3. h eng ine
1. What site is th e second largest searc
behind Google?
YouTube
d
many searches are performed daily aroun
2. How
the world?
ute)
4,000 ,000,000 (29,000,000 per min
009?
o pular search term in 2
3. What is the most p
ael Jackson (Twitter was #2
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Mich
4. 4. When did Google float?
19th August, 2004
ing pri ce ?
5. What was the start
U S$ 8 5
price?
6. Wh at is the current stock
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472.67 (Friday, 21 May 2010
st
US$
5. What is this session about?
Search: A definition 10 mins
Search: Five things to remember 20 mins
Search: Closing thought 10 mins
Discussion 5 mins
8. What does a search engine do?
From a user’s perspective: From a search engine
• Ask a question perspective:
• Receive an answer • Get asked a question
• Find all the answers
• Give you the best ones…RANKED
• Measure the human interaction with
it’s logic
If you (or your client) are not the answer,
someone else is
9. What is search?
Paid Natural/
Search = (PPC*)
+ Organic
*PPC = pay per click
OR
= SEM + SEO
Search Engine Marketing Search Engine Optimisation
16. What are the different types of SEM?
Paid Per Click - PPC Contextual placements
(Paid for performance - P4P)
• Benefits • Benefits
• High level of control & security • Few…
• Low level of click fraud
• Highly accountable • Disadvantages
• Great ROI • Lack of control
• Expensive
• Disadvantages • Most exposed to click-fraud
• Poor venue for some industries
• Not suitable for branding campaigns
• Increasingly competitive with inflating CPC’s
19. Search Engine Optimisation
“On page” optimisation “Off page” optimisation
• Site technology & accessibility • Link popularity
• Site content • Link reputation
20. Best Practice SEO: Design
• Several on page elements are taken into
account by Spiders (not limited to):
• Page Titles
• Meta Description & Keywords
• Page Copy (Body Content)
• Image Alt Text
• Internal Link Anchor Text
• File names
• Search Friendly Navigation
• Site Map
• Heading Tags
• A clearly distinguishable site architecture &
navigation structure can help with inclusion &
improving rankings.
21. What is happening in search?
• In December 2009, there were >131 billion searches
conducted by people age 15 or older from home & work
46% increase from December 2008.
• USA is the largest search market with 22.7 billion
searches (17%).
China with 13.3 billion searches
Japan with 9.2 billion
U.K. with 6.2 billion.
• Russia grew 92% to 3.3 billion.
Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/
Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009
22. All segments search on generic terms
It doesn’t matter what the age, gender of socioeconomic profile of consumers,
they all search on generic terms & keywords (eg camera, mobile, insurance)
26. QUICK POLL:
How many people think about more than a website
(destination) for a campaign?
Online advertising
Emails
Search
27. QUICK POLL:
Thinking about search, how many people only think about
the key words?
Do you ever think about:
- articles?
- images?
- video?
- maps (retailers)?
- blogs?
29. You need to be thinking about all of
these things & how they can be
included for your clients.
The more you think like a consumer,
the more the client will trust you &
the more they will invest with you.
All of these areas are extra
opportunities for you to add value.
30. What does that mean for you?
• When you get a brief, think about all the extra elements
that will be created as part of the job:
Images
Videos
Articles
• Think about how you could use them & include them as
part of a campaign
Does the client have a flickr account, an image gallery on their site,
videos, YouTube channel?
32. How most businesses approach search?
Campaign activity
Most clients view search as being very on/off, but consumers don’t just search
because our clients have a campaign in market. It is a key driver, but not when
they are out of market
33. How businesses should approach it?
Base line activity
(consistency & presence in market 365 days)
Campaign activity
Search must be on 365 days a year.
With insurance, consumers search on average for two weeks a year, but not all
consumers are searching at the same time. This means insurance companies
need to be there 365 days a year.
34. How do most clients approach search?
Conscious Unconscious
35. What does that mean for Baileys?
Recipe TV shows
After dinner TV programming
Desert
Conscious Unconscious DVD release
Relaxing In-home
experience
Celebrity chefs
Interior design
36. What can you do for your clients?
Help them create a
keyword bible
37. What is a keyword bible?
Baseline activity
Brand terms
(Canon, IXUS, PIXMA, EOS, sub-brands)
Generic terms
(Camera, digital still camera, DSLR, video, etc)
Campaign 2 IXUS
Campaign
Tell your story
Campaign 4
Campaign 5
Campaign 3
Campaign 1
Photo5
MDS
A keyword bible should be developed for all clients. It should cover a range of their
specific brand & sub-brand terms, as well as generic terms.
The campaign activity will come in & out dependent on the offers & T&Cs attached.
43. Keyword in title
Keyword in directory
Content tab
Keyword in H1
Keyword body spread
Hyperlinked text
Keyword meta tags
44. What can you do for your clients?
• Work with your digital team to let them know what is
important
Keywords & terms to be associated with the campaign ‘What does
the client want to be known for?’
• Work with your creative team to prepare copy for the site
Headings, description text, keywords
Start asking for this & working together
46. What do you need to set up a search campaign?
1. Refine
customer goals
8. Organic site 2. Select methods
review & (P4P, SEO)
recommendations
7. Landing page 3. Keyword
strategy Research
6. Creative 4. Tracking set-up
rotation &
optimisation
5. Rules based
bid-management
47. What does a campaign look like?
Advertiser Campaigns Ad Groups Keywords Creative
(campaign) (brand, campaign) (copy) (brand, campaign) (test 1, test 2)
Competitors
Travel News
syd
General KWs
lhr
Destinations
Travel Airport Codes gtw
Airport Names jfk
Reward names etc
Rewards
Travel News
programs
Provider General terms
Car Rental Cos
Transport Bus / Train Cos Cheap flight
General terms Discount flights
Hostels
Train to
Accommodation Hotels
Car hire
General terms
Travel guide
Airline names
Airlines
Classes, tickets
48. What is involved in developing a SEM campaign?
landing
keywords bid price ad copy
page
sourcing
position
headline
product specific
categorising
CPA
keyword insertion
general
tactics
matching
ROI
brand integration
education
testing
volume
offer
navigation
purging
testing
call to action
relevance
conversion tracking
combine, test & learn
optimal rule implementation
50. Google teleporting is also called ‘search in search’ & this is dictated by the site
map & the structure of the site.
51. Google bomb = practices intended to influence the ranking of particular pages in
results returned by the Google search engine.
52. Google flights allows users to search for flights within a specific time frame &
check the travel sites for prices – everything is updated automatically.
59. What you need to remember?
1. Search is more than words
Content, images, video, words
2. Search must be constant
Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
Every detail helps push results
4. Constantly, review, refine & learn
Search can be optimised real-time, campaigns can be tested &
learnings taken out immediately
5. Google is more than a search engine
Constantly explore & learn about what else Google are doing
61. Homework – when you are back at work?
• Pick one of your clients:
Think about 5 keywords that might be important to them.
Go to Google, Bing & Yahoo! & do a search on all five words.
Note where your client appears & any observations about
competitors or the client’s search engine activity (paid vs natural)
(brand vs keyword)
• Click on the ads & look at the pages each keyword takes
you to, is it relevant for what you have typed in?
67. What to focus on for a client?
• Search needs to focus on all aspects of a client: their
products, offerings & brand.
SEO SEM
Products
Accessories
Offers
Retailers
68. Google’s Golden Triangle
Prior to Google introducing Universal search, eye tracking studies suggested that
the users eyes always went up to the top left. Meaning that it was extremely
important to try to get the top position.
Note: Google Eyetracking study prior to recent updates & the introduction of Google Universal
69. Google’s Universal Eye Tracker
After Google Universal was introduced, the eye tracking studies suggested that
the users eyes went to the images first & then the copy next to those images &
above then below.
Note: Google Eyetracking study showing that most people focus on the image before looking at text.
70. Do you buy your brand name?
• Benefits:
Integrated Marketing messages
- Tag lines
- Price or offer changes
Control over top placement
Search Volume grows with brand awareness
• Disadvantages:
Cost when you have “built” that term eg Nike.
Engine doing a good job then you should be the most relevant
right?
Key times to buy:
Competitor terms
Strong offline brand campaigns.
New product launch or offering.
While SEO is poor
71. Tracking Paid Search
What to look for from the Media Company?
• From Search Tool:
Actual term clicked
Click count audit (click fraud filter)
Site side conversion event (count, dollar value, id)
Search portal (ninemsn or Yahoo?)
• What does this tell you?
The conversion rate of the term, creative & landing page
The ROI on the term, group of terms, Search Engine or campaign
Audit trail to check search engine costs
• What can you do?
Optimise bids, creative & buy type
Compare Search Engines
72. Tracking Paid Search
What is the end result of this tracking?
• Useful & meaningful reports
• Campaign strategies can be informed by the data &
optimisation strategies implemented
• Bid management can be automated for so that the ROI of
individual terms can be maximised
73. Tracking Search
What to look for with organic listings?
• No data from Search Engines (in most cases)
• All tracking is site side (log files) or SEO tags
• Manual log file tracking ok for very low traffic sites
• 80%+ of the time a tracking tool will capture:
Search portal
Search term that led to the visit.
74. “On page” optimisation - Site accessibility
• Make the site accessible to search engine crawlers
HTML is better than Flash
• Multiple files rather than one large file
• The absolute minimum:
Robots.txt file
Correct HTML coding
Meta tags with relevant information
“use text” visible information should be in text (html) not embedded in
graphics such as .jpg or flash
Site navigation that the crawler can follow i.e. site map
• For dynamic (database driven or Flash sites):
Ensure the URL structure is crawlable by the engine
Have a browse function as well as a search function
Consider static pages for key content (terms)
75. “On page” optimisation - Site content
• Start with researching which terms that you want to get found
for.
• Build genuinely useful content relevant to someone searching
for that topic.
• Make that content accessible & readable.
• Meta tags
i.e. keyword = car insurance are important but the search engines
check for “visible” text that is relevant, not just the html source code.
• Consider offering additional content other than that which is
strictly required to sell your product i.e. mortgage calculator,
hotel information & facilities, whitepaper’s on industry etc.
• The more useful your content & the more that consumers
appreciate it, then the more that the search engines will want
your site to rank well for relevant terms.
76. “Off page” optimisation
• In order to provide more relevant results, the search
engines look further than the content of a particular page/
site.
• Google led the trend, they measured “link popularity”
If lots of other sites have links to a site then the site must have
some value to consumers
• The more recent extension of this is “link reputation”
If sites link with a tag that includes terms, then the page is more
likely to be relevant for those terms:
• For example, “click here if you want information on car insurance”
• Beware artificially boosting link popularity is now being
monitored by the engines & will be penalised.
Use a genuine strategy of contacting relevant sites and request
appropriate reciprocal links.
77. What you need to remember?
1. Constant
Search isn’t just a campaign, it must be on 100%
2. Nurture
Search must be nurtured, whether it is paid or organic
3. Integration
Search must be integrated into campaigns.
Only 2% of people remember URLs shown in TVCs or other activity.
4. Optimisation
Search can be optimised real-time, campaigns can be tested &
learnings taken out immediately
5. Measurement
What does success look like?
What were the take outs from the campaign (ATL elements)?