The document provides an overview of how B2B companies should use search engine optimization (SEO) and pay-per-click (PPC) advertising. It discusses key on-page and off-page SEO factors like keywords, links, content, and social media. It also covers setting up effective PPC campaigns, measuring metrics, and optimizing for changes in Google's algorithms like Panda and Penguin. The main recommendation is to focus on providing high-quality, useful content for users to improve search engine rankings and avoid algorithmic penalties.

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How B2B companies should
really use search
by
Ann Stanley
July 2012

2. @annstanley

3. @annstanley
Understanding the search results
Display options
Organic or
natural results
Universal results
– maps, news,
shopping etc....
Ads - PPC

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Google – local businesses
Display options
Organic or
natural results
Universal results
– maps, news,
shopping etc....
Ads - PPC

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Searching for products
Display options
Organic or
natural results
Universal results
– maps, news,
shopping etc....
Ads - PPC

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Quick Wins!

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Google Plus Page

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Local listings

9. Bing Map – @annstanley
listing through My118 Information

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Pay Per Click in Action
1
User
submits
search
2
Listings
dynamically
ordered by
bid price &
relevancy
3
User clicks
on paid link,
triggering
payment to
Google

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Ad Extensions, Local Listings (map)
and new Product Listing ads

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Summary of different shopping results in Google
Keywords =
Samsonite luggage
Organic shopping
results AdWords Products Map
Product Listing ads
ad extension and Places listings
(Merchant Centre)

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Remarketing in AdWords (aka stalking)

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Remarketing results
Client 1 Client 2 Client 3 Client 4
View- Conv. View- Conv. Conv. View- Conv. View- Conv.
Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-
Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)
TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%
Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -
Remarketing 9 84 2.3% 54 215 3.11% 15 118 1.34% 179 1716 3.06%
Competitors - - - 216 0 2.01% - - - 184 0 1.88%

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Managing PPC – what’s important
• Granular set-up of the account to increase relevancy – 100-1000’s of
keyphrases in discrete ad groups (with a matching ad and landing page)
• Quality Score is Google’s measure of relevancy – it affects your position
and how much you pay (e.g. QS of 8/10 will pay half as much as a QS of
4/10 to achieve the same position)
• Click through rate – pause phrases and ads with a CTR below 1%,
otherwise this drags down your QS
• Position and bidding – you may have to bid lower (cost per click) and
settle for position 3-6 to avoid the bidding war of position 1-3, where the
CPC will be too high!
• Cost per acquisition (CPA) – most sites have a typical conversion rate of
1%. Your cost per sale or lead will be 100 x your cost per click – can you
afford this?
• Conversion and revenue optimisation – invest in what works (keyphrases
and ads) and pause what doesn’t!

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Long term investment!
Search Engine Optimisation (SEO)

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How Search Engines Work
A search engine is made of three basic components:
A Spider or Robot A Storage System A Matching Process or
An automated browser, it or Database Relevancy Algorithm
searches the web for new A record of all the pages The rules that tell the search
websites and changes to viewed by the Spider engine how to determine
websites then views the what would be relevant to
web pages and strips out your search
the text content

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Check that your site is indexed?
Do you have
keyphrases in
your url, title
and
description?

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Google keyword research tool

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Determine the level of competition

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Page plan with levels of monthly searches
vs competition (results in Google)

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Optimise your content

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On-page factors
• Title Tag
• Meta Description Tag
• Content
• Header Tag (H1)
• Frequency of phrases (how many times they are
mentioned)
• Use of semantic phrases (not just heavily focussed
on one target keyword)
• Density of phrases (proportion of the text)
• Internal Link structure with anchor text
• Image optimisation (file names, Alt tags)
• Avoid Spam techniques and over-optimising
• Create new ongoing content on your site e.g. a
blog

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Steps to optimise your website
• Carryout keyphrase research (where possible use PPC data)
• Prioritise your keyphrase by high search volume and low
competition (does the keyphrase convert?)
• Produce a topic and a page plan (ie which pages are to be
optimised with which phrases)
• Write new optimised content on existing and new pages,
(URL, title, description, headers, keyphrase density, anchor
text, image optimisation)
• Upload your content through your CMS and add new links
from the homepage for new pages e.g. in the footer (you
may need to get your developer to do this)
• Add new optimised content every week via a blog
• Review results using Webmaster Tools and Analytics

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Off-page factors
• Domain age
• Domain name
• Filename/full URL
• Directory listings
• External Link Structure
• Anchor text of inbound links
• Page quality of inbound links
• Social bookmarks
• Reviews and testimonials
• Social indicators especially Google +1 and Facebook
“Shares”

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Getting Links
• Content that people will want to link to
• Free stuff
• Blog posts
• Useful documents/articles
• Online tools
• Video and audio
• Funny or entertaining content
• Your content on other sites
• Guest blogging
• Online PR
• Relevant directories
• Third party blogging platforms

27. Blogging – @annstanley
Fresh Content, SEO, link bait and sharing

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Importance of social
• Direct traffic - e.g. Brand pages (Facebook,
Google Plus, Twitter)
• Community, loyalty and word of mouth -
(Facebook Likes, Twitter, Reddit, Digg,
Delicious)
• SEO benefit - Referrals, links and social
indicators (Google Plus, Facebook Shares,
social bookmarking)

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Social networking for businesses
(personal vs company profiles)

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Google Plus (again!)

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What’s new in Google?

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Google’s “Search, Plus Your World”
(Google.com)

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Local results – “Venice” update

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Panda?
LSI – Latent semantic indexing
http://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled

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Optimise for the user –
not search engines
• Making sure a site is optimised to provide a rich,
relevant and rewarding experience for visitors is
the best way to avoid Panda penalties, which
means:
– No duplicate content
– All pages to have unique, relevant and useful content
(even the 1000s of product pages on ecommerce
sites!)
– Good levels of interaction on site (low bounce rates,
inbound links to ‘deep’ pages, social mentions etc…)

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Penguin
• Google Algorithm change to “penalise” sites with:
– Unnatural and poor quality links (very high
numbers, high proportion of “exact match anchor
text”, links on every page of a website, poor
quality source of links)
– Search spam – keyword stuffing
• P-Day = 24th April – if you had a significant drop in
traffic then you were affected by Penguin update
• You may have received an “unnatural links” warning
in your Webmaster tools
• Clean your site up, remove bad links (on other sites)
and put in a “reconsideration request”
• Bing has introduced a “disavow” feature in Bing
webmaster tools. Google expected to follow.

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What next?
• More change, more innovation and more surprises!
• Google Plus will become the “New Google” (ie. integration
of many features in one platform/interface)
• More emphasis on content and quality, so an excellent
opportunity for marketers to exploit copy writing skills and
the knowledge base within the company
• Social will become more important to search and will also
become the “new spam”
• Device responsive design, so you have one Universal
website that works on all devices

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Thank You
Ann Stanley
@annstanley
ann@anicca-solutions.com
www.anicca-solutions.com