SEARCH MARKETINGDan Richardson – Not Just SEO – March 2017

10+ Years Digital ExperienceDell, Nokia5 Years Solo

ABOUT

3 ½ yearsVarious clientsPaid & Organic SearchMigrations/Projects

SCREEN PAGES

@notjustseouklinkedin.com/in/danrich12/

CONNECT

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SEARCH MARKETING FOR 2017

We live in a multi-device world, where mobile is rapidly taking over as a means of searching, browsing and buying. It’s our jobs as Marketers to present the most

relevant content to customers in a fast and relevant manner. Here’s some ideas on how to achieve this.

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THE WISH LIST

1. Speed

2. Secure - HTTPS

3. Google Updates

4. Local SEO

5. Schema and Rich Snippets

6. Accelerated Mobile Pages - AMP

7. Adwords – Quality Score

8. Adwords – New Customisers

9. Attribution

10.Data Studio

ORGANIC

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PAGE SPEED – MAKE IT FAST

Faster sites not only rank better, they convert better

IT’S ALL ABOUT SPEED

“Deliver and render the above the fold content in under one second”

GOOGLE DEVELOPERS

Keep an eye on them, but don’t sacrifice quality

IMAGES

Source: https://www.thinkwithgoogle.com/articles/mobile-page-speed-new-industry-benchmarks.html

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HTTPS – PLAN FOR

It matters for:• Ranking factor• Trust• Future proofing• Lots of Google

messages

BENEFITS

Google beginning now (with Chrome V56) to mark pages as ‘not secure’

WARNINGS

Easy to get this wrong, so don’t just jump in – consider as part of any M2 migration/upgrade

PLAN CAREFULLY

Checklist: http://www.practicalecommerce.com/articles/134690-SEO-How-to-Migrate-an-Ecommerce-Site-to-HTTPs

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PENGUIN 4.0 & GOOGLE UPDATES

Quicker updates but ‘offending’ pages still need recrawling

REAL TIME

2 in last 6 weeks, nicknamed Phantom and Fred – link (fussy) and Ad related (open Googlebot)

RECENT UPDATES

Organic Landing Pages in GA. Disavow clearly bad links.

CHECK

For anything link or penalty related, follow:@kerboo - @Marie_Haynes - @PaulDavidMadden

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LOCAL SEO

1 Take advantage of mobile search increases. Screenshot shows prominence

IMPROVED VISIBILITY

2 Use Moz tool at: https://moz.com/local/overview - lots of dupes and errors out there

CHECK OWN LISTING

3 Use sites such as BrightLocal or Whitespark to manage citations (links or mentions) at scale. Few $ each

BUILD CITATIONS

4NOT ONLY FOR ‘LOCALS’

Some of the links carry high DA and trust. Helps form the glue between you as a business and how Google interprets you

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SCHEMA & RICH SNIPPETS

Boosted:• Rich Snippets• Events• Reviews• Products (gold

stars)

SERP Visibility

Read more on Schema: https://www.brightlocal.com/2016/11/16/schema-demystified-schema-101/

Use schemaapp.com

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Guardian – AMP STUDY

Fast, cut down pages:• Mobile Only• Open Project• Perfect for blogs• Coming to

products

What is AMP?

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Guardian – AMP 2

PAID

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ADWORDS

RELEVANCE

CTR

To get the most out of Adwords, you need to show the right Ad leading to the best page that satisfies the search intent regardless of device, location or time

IT’S ALL ABOUT RELEVANCE

Hugely important as determines how much you pay or even appear.

QUALITY SCORE

Biggest component of QS, bit of a vicious circle. You need impressions and clicks – relevant ones.

CLICK THROUGH RATE

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ADWORDS EXTENSIONS

MESSAGESMS straight from Ad copy

REVIEWSIntegrate for orange stars

CALLOUTSSell your brand

CALLSClick to call from

mobile

LOCATIONSShow your

stores/offices

SITELINKSClick to deeper

pages

STRUCTURED SNIPPETSShow brands and services

EXTENSIONS INCREASE CTRCTR BOOSTS QSHIGHER QS = LOWER CPCs

TIP: Disable Automated Extensions

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IMPACT OF QUALITY SCORE

1. Relevance of kw to Ad copy and Landing Page

2. Keep keywords to a theme

3. Pause/move low performing QS kws

4. Keep close eye on new campaigns

5. Use broad(er) match to get impressions in

6. Use –ves wisely

7. QS no bearing on Display Network campaigns

8. Use bid modifiers for mobile/location/time

9. ..but watch out as these roll up

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NEW – AD CUSTOMISERS

1. Use countdown Ads for Sales/Time Offerings

2. 12% CR improvement on recent use

3. Creates sense of urgency

4. Allow space for ‘minutes’ not just ‘days’

5. Use IF for mobile calls to action

6. Use IF Audience for remarketing lists differences

7. Combine IF and Countdown!

8. Needs ‘normal’ Ad to run in same Adgroup

MEASUREMENT& REPORTING

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ATTRIBUTION

Is different between Adwords (first click) and Analytics (last click)

COUNT

Show touchpoints, people often convert after ‘x’ visits – not just 1!

MUTLI-CHANNEL FUNNELS

Credit respective channels and understand strength of each

ASSISTED CONVERSIONS

Read More: https://www.searchenginejournal.com/taking-a-deeper-look-at-conversion-paths-in-google-analytics/187115/

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GOOGLE DATA STUDIO

Running 2 stores? Pull all data into one document

MULTIPLE SOURCES

Slick interface, easy to build and manipulate, add branding and message boxes. Share quickly

GET CREATIVE

Read More: https://analytics.googleblog.com/2016/07/google-data-studio-for-ecommerce.html

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Bonus - @methode

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WRAPPING UP

HTTPSAMP & Schema

TOMORROWTODAY

SPEEDAdwords Innovations

QUALITYLinks

ContentSite

ONGOING

Attribution & Reporting

THANK YOUQUESTIONS?