In2itive Search Engine Marketing - Willamette October 12

Search Engine Marketing 501

10/22/12In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

About In2itive Search LLC

Google AdWords, Google Analytics, and Microsoft AdCenter Certified

Digital marketing consultant since 2008

Principle based organization – Honesty, Be the best

Service guarantee

Involved in local and national organizations

04/12/2023In2itive Search LLC - Confidential

In2itive Capabilities

Pay Per Click Worked with small to large accounts ($500 – over $1m)

Search Engine Optimization Audited hundreds of sites to increase organic search traffic and

conversions Provides plans and recommendations for successful link building

strategies

Social Media Audited and provided new strategy for increased engagement,

traffic and conversions

WordPress Web Design

Quick Stats

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Keyword Research

What is a keyword?

Keywords help people find what they’re looking for online

Who cares?

Do you own one of these?

Then people will find your website through keywords

How do people search online?

Research

Evaluation

Purchase

e.g. cookbooks e.g. Italian cookbookse.g. Essentials of

Classic Italian Cooking, Marcella

Hazan

Purchase Intent

The Long Tail

*16% of all Google searches have never been used before*

2006 2009 2011

12.2% 14.3% 18.3%

5+ word searches

Bottom line: Searches are getting longer and more specific

Why care?

Advertising Results

04/12/2023In2itive Search LLC - Confidential

Organic Results

04/12/2023In2itive Search LLC - Confidential

Keyword Tools

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Search Engine OptimizationOrganic Listings

Increase Profits

04/12/2023In2itive Search LLC - Confidential

On-Site SEO Factors – Over 200

Keyword usage - Title

Body tags – H1s & H2s

Friendly optimized URLs

Internal link structure

Page architecture

Trust of the host domain

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Public – Good Example

http://www.zappos.com/nike-air-max-excellerate-dark-grey-cool-grey-black-metallic-silver

H1

URL

Title

04/12/2023In2itive Search LLC - Confidential

Public – Bad Example

http://www.nintendo.com/games/detail/nnQh4Fv0y41X4zE_yBa_Qb1jr_G1jPYj

H1

URL

Title

04/12/2023In2itive Search LLC - Confidential

Private – Good Example

http://store.vizio.com/3d-smart-tvs/m3d550kde.html

H1

URL

Title

04/12/2023In2itive Search LLC - Confidential

Private – Bad Example

http://www.3musketeers.com/nutrition_orig.shtml

H1

URL

Title

Missing!

04/12/2023In2itive Search LLC - Confidential

Not For Profit – Good Example

http://www.rescue.org/our-work/resettling-refugees

H1

URL

Title

04/12/2023In2itive Search LLC - Confidential

Not For Profit – Bad Example

http://www.westernrivers.org/pages/accompOregon.html

H1

URL

Title

04/12/2023In2itive Search LLC - Confidential

Off-Site SEO Factors

Relevant links

Social mentions

Keyword focused anchor text

Many link sources

Site history

04/12/2023In2itive Search LLC - Confidential

Social Impacts SEO

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Major Changes Last 18 Months

04/12/2023In2itive Search LLC - Confidential

What Changed?

Panda

Starts with humans

Targeted content farms

Scrapper sites

Ads above the fold

Multiple updates and refreshes (20 to date)

Penguin

White hat SEO?

Keyword stuffing

Link schemes

Over optimization

Cloaking & sneaky redirects

04/12/2023In2itive Search LLC - Confidential

Really Good Content

Use more social media

Focus on quality not quantity

Write link-worthy content

04/12/2023In2itive Search LLC - Confidential

SEO Strategy – Must Have It

1. Keyword research

2. Quick on-page updates

3. Layout content strategy

4. Begin site layout or structural (URL) changes

5. Share amazing content

6. Monitor, measure, monetize

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Pay Per ClickPaid Listings

What is this “Pay Per Click”?

Advertising Results

Advertising Results

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Who is Pay Per Click?

It’s All About Relevance

Courtesy of Google

History of Relevance “Relevance is the key to a successful AdWords campaign on

Google”

AdWords is designed to reward relevance

MaxCPC X

Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay

Your bid Determined by Google

Quality

Score

Basic Definition: Quality Score

Matched keyword’s click through rate (CTR) on Google - Popular

Relevance of the keyword and ad to the search query and landing page

Historical keyword performance on Google.com

Other relevancy factors that continually evolve

Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.

Courtesy of Google

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Relevance Example:

04/12/2023In2itive Search LLC - Confidential

Setting Up PPC Account

Key Ad Components

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Headline

Display URLDescriptionSitelinks

Local Extension

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Ad Targeting

Choosing Targeted Locations

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Ads in Local Search

Targeting Mobile Devices

Day Parting - Scheduling

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Age and Gender

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Landing Pages

A/B vs. Multivariate Testing

Website Optimizer vs. LiveBall

Remarketing – Creepy Internet

Why both?

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

04/12/2023In2itive Search LLC - Confidential

Questions

04/12/2023In2itive Search LLC - Confidential

Contact – Just in case

Nick Footer

[email protected]

LinkedIn

Office: 503-206-4988

04/12/2023In2itive Search LLC - Confidential

Resources

eMarketer.com

SEOmoz.org

Hubspot Marketing Grader

Google Agency Edge

Google Think with Insights

BrightLocal – Local SEO