Search – Why it matters

Seamus Morley

Web: www.find50-marketing.co.uk Twitter: @find50

Bio

• 20+ years’ marketing/business experience

• 10 years of owning a business

• Focus on digital marketing (PPC, SEO..)

• 5+ years in the charity sector

• Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc

Existing Demand Search Address needs -Organic -Ads -Social Media

What How Content

No Demand Referring Linkable • Awareness Raising Banner Ads Eye catching •Events/ Fundraising Social Media •Advocacy

Google AdWords

Grant Account

• Search Only

• $10kperM/$2Max Bid

• CPC: $.4/1.0 >Mobile

• Ad Types: – Text

– Dynamic Search

– Direct Download App

RENEW in July 2013 !

Paid Account

• Search + Display(Banner)

• Ads Types: – Text,etc/ Image / Video

• Display Targeting: – Keywords

– Placements

– Topics

– Interests/ Remarketing

• CPC: £.2/1.5+

• Organic

• PPC

• Email

• Social Media

• Referral

• Banner Ads

• 60/70%

• 5/10%

• 3%

• 5/8%

• 10%

• 2%

Typical UK Charity Site Visitor Sources:

Source % Total Visits

Source: find50 data

The changing face of Search

• Library

• Citation

• Links

– Panda

– Penguin

– Social Media

• Link Graph

– Facebook

• Long Queries

– 54% > 3 words

• New Ones

– 20% never seen before

• AdWords

– 70% have no Exact Match

– Dynamic Search ads.

Google is Watching!

• Back button - `Bounce Rate`

– Charity sector BR 60/70%

• Your `Time on Site`

• Your Site/Pages `Engagement`

Do visitors like your content ?

Penalises for sites that do not give a good visitor experience

Is your web site like a badly organised

Dept store ?

Keyword entrances high Bounce Rate ?

`

Untidy Dept Store ?

• Poor Directions

• Dead Ends

• Poor Signs

• Dept Confusion

• Poor Layout

• Poor Service

Site Map/Page Speed

404 Pages, etc

Page Title/Snippets

Duplicate Pages

IA/Internal Links

Lack of Call to action

The ££ cost of acquiring a beneficiary/donor ?

Free tools to `tidy` up

• Google Analytics

-Bounce Rate

-Goals

-Attribution

• AdWords

-Search Queries

• Webmaster Tools

-404/ Snippets/Duplicates

• Screaming Frog

• Work with your wed dev team

Search Keywords

Sources

Your own data:

• Google Analytics

• Webmaster Tools

• AdWords

• Bing/ WMT

• Google Suggest

KW Tool > careful...

Analysis

• Excel

• AdWords Editor

• All `data` based

• NB:None are `semantic`

The long tail of Search

Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total

0

20,000

40,000

60,000

80,000

100,000Visits by Keyword

Visits

Understand your data

80/20 rule Beware site `averages` Segment Kwds by: region/site section/ ?

Keyword Market Share

• SEO Moz ££m

• Searchmetrics ££

• Google Trends

– Brand searches

– Competitor

– Category

What to do now ?

• Check Keyword performance

• Review top landing pages

• Keep creating Content

– Forum (CGC)

Brand, Category, other, long tail

What `problem` are you solving ?

Optimise/ Optimise/ Optimise

#charitydigital Follow up info/data via tweets today and tomorrow.

Presentation plus notes available at: www.find50-marketing.co.uk

Comments/feedback welcome at: seamus@find50-marketing.co.uk