The document provides an overview of search engine optimization and analytics topics. It discusses the current search landscape dominated by Google, how Google's algorithm frequently updates to prioritize certain types of content, and the importance of developing a comprehensive keyword plan including short and long-tail keywords. It also covers best practices for blogging, measuring return on investment through analytics metrics, and experts to follow on Twitter for continued learning.
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Search and Social Media Marketing Course Slides - Salford Universtiy
1. Search & Social Media
Week 1 | 20th September 2012
Phil Morgan
2. About Me
• Head of Search at Delineo
• Been working in search for over 5
years, primarily as an SEO
• Worked in-house and agency-side
• Computer Science background (bit of a
techie)
• 1st Class BSc (Hons) Computing –
Multimedia Systems – Leeds
Metropolitan University
• MSc Computer Science – Liverpool
University
@philipmorgan
phil.morgan@delineo.com
4. Overview
• Current Search Landscape
• What is an Algorithm update?
• Developing a Keyword Plan
• Importance of Forecasting & Keyword Targeting
• Blog Writing – implementing keywords…
• Measuring ROI – Google Analytics Key Metrics
• Case studies including key metrics
• Cool New Features of Google Analytics
• Blogs and Twitter Users to Follow
5. Current State of Search – Google Still King
http://www.koozai.com/blog/search-marketing/search-engine-market-share-statistics-january-2012/
“Google dominates mobile advertising with 95% market share for search ads
and 52% market share for all types of mobile ads, according to eMarketer.
The number of paid clicks on Google ads increased 42% over last year.”
http://www.nytimes.com/2012/07/20/technology/google-continues-growth-and-
growing-pains.html?_r=0
7. Google’s Search Algorithm
• Updates form a core part of Google‟s
search algorithm
• Often „Quality‟ related
• Panda affected 1% of all searches
• Penguin affected 3.1% of searches
• Other updates have included
• Vince (2009) – Favour big brands
• May Day (2010) – Impact on long-
tail, precursor for Panda
• Venice (2012) – Integration of local
search data
8. Google’s Search Algorithm – Why so scared?
• ALWAYS changing and tweaking
• Effects of algorithm changes can be easier to detect than manual changes
(penalties)
http://searchengineland.com/google-lowers-boom-on-ehow-com-73327
10. Where to Start with Keyword Research?
• Think core services
• Use Site Structure
• Highest margin / Most profitable products
• Vanity (can be called brand awareness)
• Competitiveness
• What‟s the likely time investment vs. return?
• Is the site new or well established?
12. Google Muscle Can Help Here!
• Google AdWords Keyword Tool
• Google Traffic Estimator – More
accurate data for PPC Campaigns
• Google Analytics – what‟s performing well
and might just need a boost
• Google Insights for Search – What‟s the
demand like between keywords
• AdWords Campaign Data (if you‟re lucky)
13. Google Insights for Search
• Judge keyword demand / seasonality
www.google.com/insights/search
14. Utilise Google Suggest
• UberSuggest
• Its free!
• Great for keyword ideas
• Easy export to text document
• Utilises Google Suggest so
there‟s a good chance there will
be some search volume
www.ubersuggest.org
15. Google AdWords Keyword Tool
• Best tool for search volumes (in my opinion)
• Drop in all keywords you‟ve found so far
• Use exact match to get a good idea of what has volume and what
doesn‟t
• Export everything to Excel!
• Combine with bing to see what competitors are doing…
https://adwords.google.com/select/KeywordToolExternal
16. Google AdWords Keyword Tool
• Enter core keyword into Bing
• Grab the URL from the search result
17. Google AdWords Keyword Tool
• Drop this URL into the website box in AdWords Keyword Tool
• See what the top 10 sites are optimising for and add to list
18. Refining Your List - Short Tail vs. Long Tail (Buying
Cycle)
• Balanced keyword portfolios are best
• Think about short term and long term targets
• Lots of products – may benefit from long-tail
strategy
19. The Importance of Forecasting and ROI
• What does a number one ranking mean in
terms of revenue and ROI? Are they still the
right keywords?
• Speaking a clients language (£££)
• Tricky in terms of SEO
• 7-pack results
• Local results
• Video
• AdWords
• Provide a starting point and refine as data
becomes available
20. SEO and ROI
• Local UK search volume (Google Keyword Tool)
• SEO Click Through Rate
(http://www.slingshotseo.com/resources/white-papers/google-
ctr-study/)
• Website Conversion Rate
• Average Order Value
Search Vol. x CTR x Conv. Rate
x Ave. Order Value
= SEO Revenue
21. Refining Forecasts and Setting Expectations
• Use as much data as you can get your hands on
• Google Webmaster Tools
• Conversion Rates at Product Levels
• Target keyword list should include:
• Long term short tail keyword targets
• Short term „quick wins‟
• Existing keywords that need push (nearly 10% CTR difference
between position 1 and position 2)
22. A guide to blogging
• Regular website content
• Wordpress/Blogger
• 250-500 word posts on topics
relevant to your industry
• Space to write about
news/industry
topics/comment/opinion
• Traffic driver from social
networks
• SEO benefits – Internal links
23. Good content topics
• Top 10 ways to…
• My thoughts on…
• How do you…
Tips and techniques
• Share on social networks
• Be professional
• What will your intended audience be
interested in?
25. Visitor Persona – Real World Example
Measure the overall quality of traffic
Used to evaluate the customer journey by including specific pages
26. My Recommended Reading
• Distilled Excel for SEO
• http://www.distilled.net/excel-for-seo/
• Google Webmaster Videos
• http://www.youtube.com/user/GoogleWebmasterHelp
• Search Engine Land
• http://searchengineland.com/
Books
• The Art of SEO (Eric Enge)
• Web Analytics 2.0 (Avinash Kaushik)
27. Twitter
• Ross Hudgens @RossHudgens
• Jason Acidre @jasonacidre
• Matt Cutts @mattcutts (Head of Google WebSpam Team)
• Econsultancy @Econsultancy
• David Mihm @davidmihm (Local SEO Expert)
• Tom Mason @totmac (Delineo Head of Social Media)
• Richard Baxter @richardbaxter (SEOGadget)
• State of Search @stateofsearch (Search & Social Blog)
• Blueglass @blueglass (US Search Agency – Great Blog)
• Delineo @delineo
• Me! @philipmorgan