State of Search 2013 - DFWSEM
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What PPC Can Steal from SEO - given at State of Search 2013, through DFWSEM, Dallas, TX. November 18, 2013 Learn some tips and tricks that paid search can borrow from the SEO industry tools.
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State of Search 2013 - DFWSEM
- 1. DFWSEM 2013 ELIZABETH MARSTEN PORTENT, INC. Leveraging SEO for PPC
- 2. ELIZABETH MARSTEN (ME) • VP of Search Marketing • Pay-Per-Clip Marketer • SEO, Social, PPC • @ebkendo • http://bitly.com/bundles/ebkendo/5 2
- 3. WHERE'S PORTENT? 3 Technically speaking, here. More specifically, here.
- 4. SO MANY TOOLS Some with a free trial, most without. • Raven • Moz • Majestic • Screaming Frog • SEMrush • Ubersuggest • The list goes on… 4
- 5. FOLLOWERWONK
- 6. SAY WHA? WONK? Twitter Follower Tool Search biographies, interests, fellow followers 6
- 7. TWITTER ADS, DUH Promoted Tweets, Profiles & Lead Capture Social PPC or Paid Social, whatever you call it. It‟s totally becoming a “thing” you see… • Compare competitors • Find new followers or lookalikes to target • Find out who dumped you http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/ 7
- 11. REKINDLE LOST FOLLOWERS You can run, but you can‟t hide 11
- 12. WHEN TO TWEET VS. AD SCHEDULING Why not match up? Have a special promotion or deal this holiday season going up? • Check your top tweet response times against your ad schedule • Bid modifier adjustment needed? • Maybe even tie the two together: Offers/Promotions/Hashtags/Usernames • Persona research #stateofsearch @ebkendo 12
- 14. BASIC SEO PRACTICES The same basics for landing page relevance/quality for PPC matter for SEO • Title tag (70 characters or less) • Dashes over bar separators • H1 tag, H2s and H3s • Meta description • Keywords on the page • Robots.txt • Keyword map • Sitemap 14
- 15. SITE SPEED 15
- 17. TAG ASSISTANT BY GOOGLE 17
- 18. LINKING ADWORDS & WEBMASTER TOOLS 18
- 20. LOG FILES
- 21. HOW TO GET THEM & WHY This seems like a personal hell for the non-technical A little bit. BUT… • What if you could filter by IP an see repeat clickers on PLAs? (comparison shoppers) • See how often bots are checking you out • Check out super detailed info by user on time on site, returning visits, browser • Cause nerding out is fun 21
- 22. SO UGLY 22
- 24. FOLDER 24
- 25. FILE TYPES 25
- 26. FOUND „EM 26
- 27. SAVE – PLAIN TEXT 27
- 28. DELIMITED 28
- 30. TAB OR SPACE (LOOK AT THE PREVIEW) 30
- 31. GENERAL 31
- 32. TA- DAH! 32
- 33. TIPS Don‟t tear your hair out just yet: • UTM tagging is your friend • Start with 1 or 2 days of logs, not a month • Stackoverflow.com/Googling it helps • Set aside at least one interruption-free hour #stateofsearch @ebkendo 33
- 34. DRAGON DOG 34
- 35. ADSBOT VS. GOOGLEBOT Interesting observation while combing through log files… • Google Shopping (google+products) • Googlebot showed up repeatedly • No adsbot 35
- 36. STAYING ON TOP
- 37. PANDAS, PENGUINS & HUMMINGBIRDS, OH MY! 37
- 38. STATE OF SEARCH – GIANLUCA FIORELLI 38
- 39. MOZ- DR. PETER MEYERS 39
- 40. SEO BY THE SEA – BILL SLAWSKI • Patents (explanations and theories around) • Super unique & niche categories • Legal & business in search 40
- 41. THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo Bit.ly bundle for today: http://bitly.com/bundles/ebkendo/7
Notas do Editor
- Came up with this presentation idea over 4months ago and had to wait for the agenda to come out to even remember what I submitted
- Landing page “quality” is a QS factor
- Problem keyword or page? Have checked out the site speed? We know it’s a factor in QS, just not how large of one
- GA, tag manager,adwords conversion code, whatever. Sometimes SEOs redirect pages and don’t tell you and your ads could be going to the old location. You can crawl a feed for missing attributes as well
- Chrome plugin
- Big brand (who shall remain unnamed) found that when they turned their branded PPC terms off, organic took a 30% hit because of all the other “noise” on the page. If you haven’t done this yet, you should
- Find out if "google+products, PLA, shopping, etc;
- *.* will do everything in the folder, .log in custom file specification otherwise
- Highlight file, Save As- results in plain text
- Open Excel - Open TXT file –IMPORT functionDelimited
- Open Excel - Open TXT file –IMPORT functionDelimited
- Open Excel - Open TXT fileDelimited
- Open Excel - Open TXT fileDelimited
- Open Excel - Open TXT fileDelimited
- Sort by Row J/IP address
- Sort by Row J/IP address
- Sort by Row J/IP address
- Does a site penalized by Penguin have PPC effected? Sort of, PPC picks up the lost clicks