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SEARCH ENGINE STRATEGY
INTRODUCTION
Tuesday, 25th May 2010
Before we start
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
                                           )
         Mich
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
                                           )
               472.67 (Friday, 21 May 2010
                                 st
          US$
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
Why I love search?




           Data      +   Insights
SEARCH: A DEFINITION
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
What is search?


                     Paid                         Natural/
  Search   =        (PPC*)
                                         +        Organic
               *PPC = pay per click



                                         OR


           =          SEM                +            SEO
               Search Engine Marketing       Search Engine Optimisation
Visited Google & searched for
        digital cameras
Paid placements outlined in
     green: top & right
Natural placements outlined in
         green: centre
Visited Google in December
2009 & look at the changes
May 2010




           March 2010
WHAT IS SEM?
SEARCH ENGINE MARKETING (PAID)
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
PPC   Contextual
WHAT IS SEO?
SEARCH ENGINE OPTIMISATION (NATURAL)
Search Engine Optimisation


  “On page” optimisation              “Off page” optimisation
•  Site technology & accessibility   •  Link popularity
•  Site content                      •  Link reputation
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.
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
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)
jargon time-out
SEARCH:
FIVE THINGS TO REMEMBER
#1:
SEARCH IS MORE
THAN WORDS
QUICK POLL:

How many people think about more than a website
(destination) for a campaign?

Online advertising
Emails
Search
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?
Content is king!
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.
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?
#2
SEARCH MUST BE
CONSTANT
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
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.
How do most clients approach search?




        Conscious   Unconscious
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
What can you do for your clients?




            Help them create a
              keyword bible
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.
jargon time-out
#3:
THINK ABOUT THE DETAIL
WHEN YOU
BUILD
Search engine strategy introduction
Search engine strategy introduction
Search engine strategy introduction
Keyword in title       
Keyword in directory   


Content tab            

Keyword in H1          


Keyword body spread    

Hyperlinked text       


Keyword meta tags      
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
#4:
SEARCH IS INVOLVED,
BUT QUICK TO SET UP
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
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
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
#5:
GOOGLE IS MORE THAN
JUST A SEARCH ENGINE
Google teleporting is also called ‘search in search’ & this is dictated by the site
                        map & the structure of the site.
Google bomb = practices intended to influence the ranking of particular pages in
              results returned by the Google search engine.
Google flights allows users to search for flights within a specific time frame &
  check the travel sites for prices – everything is updated automatically.
Google US ‘digital camera’ search results
Google US ‘digital camera’ search results > Canon brand results
Google US ‘digital camera’ search results > Canon brand results > Shopping
Google US ‘digital camera’ search results > Canon brand results > Shopping >
                                Over $1,000
Google US ‘digital camera’ search results > Canon brand results > Shopping >
                     Over $1,000 > Add to Shopping List
jargon time-out
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
CLOSING REQUEST
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?
THOUGHTS
QUESTIONS
DISCUSSION
THANK YOU!
http://www.slideshare.net/domhind
http://dominiquehind.wordpress.com
SUPPORTING
INFORMATION
Additional information that might help
Register your trademark
Check, then submit your site
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
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
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.
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
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
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
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.
“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)
“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.
“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.
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)?

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Search engine strategy introduction

  • 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 ) 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 ) 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
  • 6. Why I love search? Data + Insights
  • 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
  • 10. Visited Google & searched for digital cameras
  • 11. Paid placements outlined in green: top & right
  • 12. Natural placements outlined in green: centre
  • 13. Visited Google in December 2009 & look at the changes
  • 14. May 2010 March 2010
  • 15. WHAT IS SEM? SEARCH ENGINE MARKETING (PAID)
  • 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
  • 17. PPC Contextual
  • 18. WHAT IS SEO? SEARCH ENGINE OPTIMISATION (NATURAL)
  • 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.
  • 39. #3: THINK ABOUT THE DETAIL WHEN YOU BUILD
  • 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
  • 45. #4: SEARCH IS INVOLVED, BUT QUICK TO SET UP
  • 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
  • 49. #5: GOOGLE IS MORE THAN JUST A SEARCH ENGINE
  • 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.
  • 53. Google US ‘digital camera’ search results
  • 54. Google US ‘digital camera’ search results > Canon brand results
  • 55. Google US ‘digital camera’ search results > Canon brand results > Shopping
  • 56. Google US ‘digital camera’ search results > Canon brand results > Shopping > Over $1,000
  • 57. Google US ‘digital camera’ search results > Canon brand results > Shopping > Over $1,000 > Add to Shopping List
  • 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?
  • 66. Check, then submit your site
  • 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)?