Search Marketing Integration
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Transcript Search Marketing Integration
- Megan Del Borrello
• The days of SEO as a separate discipline are over
• What we were doing 5 years ago has no effect or if any – a harmful effect
• It’s now about quality, engagement and social proof
• It’s no longer enough to just do SEO or to just have a website
The Case for Search Marketing Integration
Online Marketing is a vital part of any organisations marketing structure
You need to get people to know your business better online
•Changes in Google algorithms have rendered many traditional SEO (Search Engine
Optimisation) techniques redundant or less effective.
•SEO is fast evolving into a more creative, diverse and finally integrated service that needs
to cooperatively work together
•To get Top Google Rankings = user engagement x on-page quality x off-page linking factors
x on-page factors x social signals
This doesn’t mean SEO is dead!
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Someone is always declaring SEO is dead! It isn’t – the landscape is merely changing.
Search Engines AND consumers want; quality, engagement and social proof.
Search engines will measure content quality, brand sentiment and relevance.
One key element in Google's Penguin update was the inclusion of an organisation's brand
reach as a factor in SERPs.
Some things never die!
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Good domain name (domains with keywords were made redundant by Google ages ago)
Quality SEO friendly CMS (Content Management System)
Quality hosting (in the country you are targeting!)
www resolved. Your website without the www doesn't redirect to www. (duplicate
content)
Lower case, hyphenated, structured URL address strategy
Well structured, clean <html> code that passes W3C Validation
Fast loading page code/design
Google/Bing webmaster verification
Geo positioning location code (particularly for local search)
Actual well-written content
Avoid use of flash
Inclusion of robots.txt file and sitemap.xml file
It’s about creating value through multiple online mediums
and having it direct back to your website.
•Social
•Blogs
•Offline media
•PPC Advertising
•Content
•Video
Social media and SEO are also becoming more entangled.
Consumers are more and more wanting social proof such as reviews, likes and ratings.
Search engines are now measuring social signals in their algorithms,
based on brand sentiment.
You must maintain your Social Media for it to be effective.
It’s a springboard of information that can direct back to your website.
• Add the user numbers in multiple social platforms
• The social platforms you have a presence on must “suit” your business. (eg. A
Funeral Director wouldn’t go on Twitter)
• Google is not the only place to be found – go where the numbers are!
Facebook - 12,000,000
YoutTube – 11,750,00
LinkedIn – 3,400,000
Wordpress – 5,000,000
Tumblr – 4,200,000
Twitter – 2,167,849
Pinterest – 1,629,564
Instagram – 1,469,000
TripAdvisor - 830,000
Google + - 340,000
How Social Signals Help
• Social media values such as likes, shares, retweets and +1s, are becoming more
influential in terms of garnering search results.
• Google is interested in rewarding sites that have good social signals.
• Social media injects a valuable human element into the search landscape to
balance out spiders, algorithms and technology.
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Familiarity Biases Behaviour
In Google’s Penguin update it included a companies brand reach as a
factor in Search Engine Rankings.
Brands searchers know will get clicked more often
Put simply, the more popular your brand is the more likely you will to be
on the 1st page of SERPS.
One of the most influencial factors in Search Engine Marketing.
Videos are now outranking organic page listings, this is because Google sees them as
more relevant to a search query
Websites with videos on them are actually 53 more times likely to feature on 1st pages
in search engines.
Viewers of videos are also 64 percent more likely to purchase
after watching a product video.
How do I use Video to Promote my Website?
• The longer the video the less likely it is to be watched
• Video topics should be interesting! Otherwise people wont watch them
• Add some keywords into your video title
• Optimise your video
• Upload it to youtube and Vimeo.
Advantages of Video Promotion
• Low competition so far – surprisingly not many companies are using video to promote
their websites
• Creating a video is not difficult and is not as expensive as it may seem
• People readily share links to good videos
Case Study for Video
Island Spice Accessories – How to Tie a Scarf
•Fun tutorial on different ways to tie a scarf
•Posted on website, YouTube and Facebook
•Promoted with Facebook ads for a period of 2 weeks
Case Study for Video
Results
•164 views on Youtube
•13 new page likes on Facebook
•28 new visits to website direct from Facebook advertising of video
•8.17 average page visits when sourced from Facebook
•1 sale
•Average time on site 8:34 minutes after watching video.
The figures don’t lie – Video Marketing
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Videos get 267% more links than normal posts
Video keeps prospect customers on site up to 2 minutes longer
Viewers retain 58% of what they see, but only 10% of what they read
A consumer who views a product video is up to 144% more likely to add
that product to his cart than a consumer who watches no video
These figures show that search visibility and performance are directly
improved by the integration of video and, as a result, video should be
integrated into all digital campaigns.
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Blogging is one of the best delivery mechanisms for SMI, With a blog you
can easily leverage images, written text, video and other content, with social
media sharing capabilities already integrated.
Blogging can tie in with your social media strategy and then link back to
your website. How?
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Guest blogging is the best SEO that a site owner can implement for a site
Author Rank is essential for getting a better rank in Google
Author Rank is a new way for Google to rank the quality of particular
authors
It’s all about discovering great content
To identify the author of a blog or article, Google checks for a connection
between the content page, and author page and a Google profile.
The more often you share your content on Google+, the more you increase
the popularity of the content and its rank
Organic and paid campaigns should be closely integrated
Take the intelligence from SEM campaigns and
directly apply to organic strategy
•Keywords that generate sales
•Landing page techniques that generate conversions
•Identify trends by testing new phrases or products
A recent Google study suggested there’s a strong relationship between
ad click-through rates (CTR) and the presence of an organic listing on the
first page of results.
Put another way: If you have a high organic listing for a particular search term, your
paid ad for that same term is going to get a much higher CTR than if you didn’t.
Content – It all starts here!
Types of content:
•Blog posts
•Articles
•Videos
•Infographics
•Webinars
•Slideshows
•Images
•Reviews
•Website copy
•Product descriptions
•Ebooks
•Digital magazines
•Podcasts
•Case studies
•Enewsletters
• Quality, relevant and organised content.
• Search Engines have always cared about quality content
• And with Google integrating Panda into their more regular algorithm updates, it’s
never been more important to have relevant, organised content as Panda
specifically involves website content, how your site delivers content to the search
index.
Content is King – the saying may be old, but it still rings true.
Duplicate content will sink your site.
• Does my site have duplicate, overlapping or redundant articles on the same or similar topics
with slightly different keywords?
• Do my pages provide substantial value when compared to other pages in search results?
• Would I expect to see this article in a printed magazine, encyclopedia or book?
• Are my pages produced with great care and attention to detail vs. less attention to detail?
Content is at the heart of any
online marketing strategy.
•Without quality content, you can’t execute a good social media campaign, a PPC
campaign, an email newsletter campaign, or an SMI campaign.
•Carrying out an SMI campaign successfully means generating quality content at
least regularly, if not constantly.
In the end, it all harks back to the age-old web adage that Content is King
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Main differentiating factor between old SEO and SMI is the transition
away from optimising content for search engines towards optimising it for people.
That means creating quality content that will inform and entertain consumers,
while also being search integrated and on message.
This means people like to educate themselves before making online purchases.
This is a key factor in why SMI will be vital in any future search marketing strategy.
• Google receives over 2 million search queries every minute.
• Facebook users share just under 700,000 pieces of content per minute.
• Brands and organisations on Facebook receive approximately 34,722 "likes" every minute.
• Twitter handles more search queries per month than Bing and Yahoo combined.
• The Google +1 button is used more than 5 billion times per day.
• Google+ adds approximately 625,000 new users every day.
Over the last few years a number of different factors have changed the way the Internet works.
Old marketing techniques are irrelevant.
Successful SMI requires the full integration of your whole company.
Creating value through multiple online mediums and having it direct back to your website.
Social Media and SEO are becoming more Social media and SEO are also becoming
more entangled.
Familiarity biases behaviour.
Video is now one of the most influential factors in Search Engine Marketing.
Blogging is one of the best ways to implement an SMI content strategy.
Your organic and paid campaigns should be closely integrated.
Content is at the heart of any online marketing strategy. Without quality content, you can’t execute
a good social media campaign, a PPC campaign, an email newsletter campaign, or an SMI campaign.
The main differentiating factor between old SEO and SMI is the transition away from optimizing content
for search engines towards optimizing it for people.
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Search marketing integration is about so much more than simply allowing for crossovers
between the various digital marketing disciplines.
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No two organisations are the same so you need to look at your company and your companies
online marketing as a whole and see how the SMI model can be adopted.
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The bottom line of every marketing campaign is to increase conversions/revenue.
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In order to achieve this you need to increase Your authority and trust, so people feel
comfortable Completing a conversion.
Adopting Search Marketing Integration helps achieve this objective.