In2itive Search Engine Marketing - Willamette University - October 13
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In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Digital Marketing
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
About In2itive Search LLC
Google AdWords, Google Analytics, and Microsoft AdCenter Certified
Digital marketing consultants since 2007 Two point one employees
Principle based organization – Partners First
Service guarantee
Involved in local and national organizations PDXAMA, SEMPDX, ReFit, Shadow Project
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive 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 Ecommerce, professional services, blogs
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Why Should You Care?
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Search Engine
Marketing
Pay Per Click• Quality Score• Mobile• Remarketing• Social Media
SEO• On-Site• Off-Site• Local• Social Media
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Advertising Results
Organic Results
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Advertising Results
Organic Results
Local Results
Social Results
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
~95% of all clicks happen on the first page of Google
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Do you own one of these?
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Then people will find your website through keyword searches on Google (Bing & Yahoo Too)
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Keyword Research
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Keywords help people find what they’re looking for online
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Increase traffic, leads, sales & profits
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
In2itive Search LLC - Confidential
On-Site SEO Factors – Over 200
2013
Valuable Content Keyword usage
Title H1s & H2s Friendly optimized URLs
UX
Sharable
Crawlable
Markup
Prior Keyword usage
Title Metas H1s & H2s Friendly optimized URLs Images
Internal Linking Structure
04/13/2023
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
http://bit.ly/optimizedmozpage
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Schema & Rich Snippets
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Off-Site SEO Factors
Relevant links Keyword focused anchor text – NOT OPTIMIZED Many link sources (think votes)
Social mentions Google+ Shares/Likes (Twitter, LinkedIn, Facebook, etc.)
Site history Click through rate – Control titles and metas Engagement metrics (Bounce rate, dwell time, etc.)
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Social Impacts SEO
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Name, Address, Phone Number
Categories
Reviews
Citations
Site Optimized for Local SEO
Local SEO
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Local Search Universe
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Local Search Ranking Factors - 2013
http://bit.ly/mozlocalranking
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Major Changes Last 2.5 Years
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
What Changed?
Panda – User Experience Starts with humans
Targeted content farms
Scrapper sites
Ads above the fold
Multiple updates and refreshes (30+ to date)
Penguin – Black Hat SEO Link schemes
Keyword stuffing
Over optimization
Cloaking & sneaky redirects
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Use more social media
Focus on quality not quantity
Write link-worthy content and share it
Be A Better Marketer
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Last Month – Joy of Being an SEO – Not!
Hummingbird Fast and precise Still works with Panda and Penguin Way we search has changed over past 10 years
Makes long tail and conversational search better Car Engine Example
Google “Not Provided” Encrypted search Organic keywords are no longer available in Analytics Work arounds
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
1. Keyword research
2. On-page updates
3. Content & link strategy
4. Share amazing content
5. Monitor, measure, monetize – Didn’t Cover!
SEO Strategy – A Must Have
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Advertising Results
Organic Results
Local Results
Social Results
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
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
Quality Score Explained – Pay Less, Get More
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Courtesy of Google
“Relevance is the key to a successful AdWords campaign on Google” - Google
AdWords is designed to reward relevance with high quality scores
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
How Quality Score - Save You Money
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
46
Quality Score Example
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Key Ad Components - Increase Quality Score
47
Headline
Display URLDescriptionSitelinks
Local Extension
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
48
Landing Pages
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
A/B vs. Multivariate Testing
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
53
Enhanced Campaigns
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
54
Location Targeting
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Mobile Device Targeting
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Day Parting - Scheduling
56
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Remarketing – Creepy Internet
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Remarketing Example
58
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Demographic Targeting – Display Advertising
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Local PPC – Google Maps
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Facebook Advertising
Social advertising historically has terrible CTR
Makes sense as people don’t want to be interrupted to sell you something you don’t want
Turned Facebook into their third largest revenue driver behind word of mouth and AdWords
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Facebook Ad Examples
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Why both?
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
Advertising Results
Organic Results
Local Results
Social Results
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Questions
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 04/13/2023
In2itive Search LLC - Confidential
Resources
Me – Nick Footer [email protected] 5032064988
BrightLocal, Moz, Raven, WordStream
Searchengineland.com, Davidmihm.com, ppchero.com
Google Online Marketing Challenge