Search Engine and Marketing Slides

1. Search
Engine &
Marketing

2. Say hello.
jane@makersring.com.
Free download of
resources at:
makersring.com/presen
tations

3. - Search Engines
- Search Engine Optimization
- Google Analytics
- Google Adwords

4. Search
Engines

6. Search engines are software systems whose algorithms are
used to index the web

8. The Search Market

9. Sergey Brin & Larry Page - paper on how to build large scale
search engine
PageRank: Makes use of the link structure of the Web to
calculate a quality ranking for each web page.
Utilizes links to improve search results. Anchors often
provide more accurate descriptions of web pages than the
pages themselves.

10. Recursively propagating weights through the link structure
of the web

11. Domain authority: calculated based on a broader set of
metrics
- # and quality of incoming and outgoing links
- Domain age
- Temporal distribution of traffic over time (spike of traffic from links
purchased)
- Traffic metrics (pageviews, returning visitors, bounce rate, time on site)
- Software / hardware metrics (response time, error codes, uptime)

12. Case Study: Rap Genius

13. 36.4% Traffic

14. Search
Engine
Optimization

15. Assuming Search Engines operate based on basic principles.
We can proximate at what they do based on how they rank.
SEO is for improving the visibility of a website to search
engines.

16. Search Engine Optimization is about Competition
Pros
- Winner takes all /
most
- Most site owners
have to optimize
- Assist in actually
surfacing information
Cons
- Not perfect as it is possible
to use aggressive tactics to
game the system
- Not always the case that
the best content is ranked
at the top. (But that is the
goal of search engines)

17. A Practical
Guide to
SEO

18. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

19. Semantic markup can increases the likelihood that the
information on your site will be correctly understood and
highlighted in search engine result pages (SERPs).
Search Engine attempts to understand links and texts

20. Semantic Markup

21. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

22. Meta information is information that makes sense to search
engines.
Meta description: a textual description of a web page that
search engine will include in search results
<meta name= “description” content= “Description of the Page Here”>

23. - Semantic Markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

24. Design a consistent hierarchy. A website allows the most
possible link value to get to all the pages with fewest number
of links.
Ideal Website Structure
Tips
- Shallow depth is
better
- Keep important
content at top level.
Don’t bury it
- No orphaned pages

25. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

26. Submit a sitemap.xml file

27. - Semantic Markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

28. 404: page is not found.
301: page is permanently moved.
If you find a 404 page (a missing page), use 301 Redirect to
pass on the link value to another page. Eliminate broken
links.
Avoid 404 / Use 301

29. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building

30. Not all links are created equal.
Links from highly ranked / authoritative sites are much more valuable.
Links from poorly ranked sites could be penalized.
100 links from 1 site != 100 links from 100 sites
Reclaim broken links
Anchor text
Freshness - value tend to decay over time
Social signals - search engine algorithms taking social sharing data into account
Link Building

33. Cohort Analysis

34. Keywords &
Referrals

35. Keywords

36. Keywords Planning
Tips
- Find a set of relevant
keywords
- High monthly search
and low competition
- Find long tail
keywords

37. Long Tail Keywords: When users get specific

38. Keywords Implementation
- Add keywords in content: page heading, <h1> tags,
canonical url, link anchor, images alt tags.
<h1>Keywords as Page Title</h1>
http://www.domain.com/keywords/keyword1-keyword2-keyword3
- Implement meta tags

39. Referral Traffic

40. - Which partner sites are bring you the most amount of
traffic?
- Where to focus on your limited time / resources to promote
and to build relationships?
Referral Traffic

41. Search
Engine
Marketing /
Paid Search

42. - “The goals of the advertising business model do not always correspond to
providing quality search to users.”
Inherent Conflict of Native Search and Advertising

43. - Google Adwords
- Auction market
- Bidding in real time on keywords
- Pay based on performance
Paid Search

44. - CPM: Cost per mille (1000 impressions)
- CPC: Cost per single click
- Click Through Rate (CTR) - correlated to position of the
ad
- Average position: All ads are ranked. Relevant ads are
surfaced to the top.
Paid Search Metrics - Traffic Metrics

45. - Revenue Per Click
- Revenue Per Impression
- Law of diminishing return applies
Paid Search Metrics - Conversion Metrics
Tips
- Revenue per Click >
Cost per Click
- Marginal revenue per
Click > Marginal Cost
per Click (bid
simulators)

46. - Attribution model is used to attribute ad generated
revenue to specific ad
- Revenue attributed to ads / Cost of purchasing those ads
= ROI
Paid Search - Efficiency Metrics

47. - Search Engines
- Search Engine Optimization
- Google Analytics
- Google Adwords
Summary

48. Questions

49. Good luck!
We hope you’ll use these tips on your own
websites.
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jane@makersring.com