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Getting your search strategy right is key to boosting traffic to your owned media, and increasing the ROMI from your existing investments.
Applying best practice in search engine optimisation will get you free traffic from Google, Bing or Baidu; while paid search gives your brand immediate visibility.
This training update covers the latest research, new tips to improve your effectiveness, case studies, the growing role of Facebook in search, and detailed updates about developments at the main search engines. If you have questions - then simply email us back.
Best from all the Digital Acceleration team
Danny Meadows-Klue
President
Digital Training Academy
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To get your content discovered, start by thinking about what your consumer is looking for. Identify the specific keyphrase they'd use from your consumer insight tools, and write your content in a way that both answers this question and repeats the keyphrase in the content. Repeating the keyphrase inside the content helps tell a search engine that your web page is about that keyphrase, and this type of 'on-site' search engine optimisation is the starting point for getting free traffic.
If you want to reduce the price of each click you buy in Google, then for each keyphrase you buy, link the advert to a landing page that's all about the same keyphrase. Google rewards you for linking to a "high quality" page by letting you move higher in the column of ads, getting more clicks, and paying less for them!
YouTube is the world's second biggest search engine, and as it's owned by Google, much of the best practice in search is transferable here. Walk through the consumer's journey to see what's already there. When creating your films, apply the same discipline for keyphrases that you would for other content. When considering advertising opportunities, think about targeted YouTube ads.
Getting your content discovered in search engines has been the battle digital
marketers have been fighting for almost 20 years. It's a combination of both art
and science, and there are simple steps that should be on every marketers'
agenda. Full story...
Google's latest launch of its Remarketing for Search product, currently in beta, is a huge step from the standard advertising options that Google Adwords presents, says digital marketing agency, Greenlight. Full story...
If online video is optimised for search, it can double Google search traffic,
according to a new report. Full story...
More engineering investment from Google means that marketing techniques with
Google maps are going to become more innovative as the maps interface
strengthens, combining Street View and consumer generated content. Full story...
Search engine optimisation remains a tricky balancing act, as the rules constantly change. In this official Google blog post, Maile Ohye, Developer Programs Tech Lead from Google covers the five most common errors she finds in SEO, and then concludes with six quick tips to make sure you're on the right track.
Full story...
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This chart shows where brands are planning on spending their digital ad budgets. The majority of digital ad spend will be on display ads (41%). Surprisingly more investment will be made on search (19%) and video (14%) than social ads (10%) this year.
15/02/2013 | Full story...
Google makes $100m per day on search advertising, at least, that is what Wordstream tells us according to this infographic.
12/11/2012 | Full story...
Bing users are more likely to search for local goods and services then Google or Yahoo users in North America with 28.81%.
25/10/2012 | Full story...
The number of searches looking for local goods and services in the US has risen significantly in the past two years, with local searches making up 24% of Google queries, according to new research.
11/10/2012 | Full story...
Google has overtaken Microsoft in terms of share value, and leaving the internet giant trailing only Apple as the second wealthiest tech firm in the world.
03/10/2012 | Full story...
More top Advertising stories from this month:
- Google dips below 90% in UK for first time in 5 years
- Google takes patent search tool to Europe
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As technology develops apace, Experian has listed the 5 biggest trends in digital marketing for 2013, including the rise of search engines as portals, social metrics, and updating emails from within the recipients' inbox.
07/02/2013 | Full story...
Google's profits are back on track, reporting $50bn in revenues for 2012 and a rise in profits during the fourth quarter of last year.
24/01/2013 | Full story...
Online habits are changing, and while search remains the gateway to the internet, consumers are expecting a lot more than '10 blue links'.
11/12/2012 | Full story...
In this video interview with the Financial Times, WPP CEO Sir Martin Sorrell provides insights into how the ad giant invested on digital channels during 2012. Speaking to the FT, the WPP boss gave his thoughts on growth in online advertising.
Watch the video from the FT below:
11/12/2012 | Full story...
Getting to the top of Google is becoming increasingly important, with 53% of US searchers clicking on the top link of the natural search listings, according to new research.
15/10/2012 | Full story...
Paid search budgets are on the rise globally, up 24% on last year on average, according to a new report.
12/10/2012 | Full story...
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 In February 2013, Interflora disappeared from the front page of Google's natural search results, fuelling speculation that the florist has breached the search engine's guidelines.
07/03/2013 | Full story...
 Domestic hunger charity Feeding America looked to share their web site content on Twitter to maximize traffic back to their website. The charity targeted audiences who often tweeted about topics very similar to Feeding America's site content.
20/12/2012 | Full story...
 Photo printer Tiny Prints aligned its Twitter strategy with its organic search strategy, in a bid to boost search engine rankings with greater engagement using Twitter.
20/12/2012 | Full story...
 Converse, the global footwear brand, took a novel and innovative way to connect with their teenage audience online. They took the Google paid search channel and turned an advertising space into a game experience.
06/12/2012 | Full story...
 TopCashBack set digital marketing agency SiteVisibility the task of increasing its search rankings and overall brand awareness using SEO and linkbuilding methods.
19/11/2012 | Full story...
 Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio. This case study shows how the a multi-layered digital campaign was used to elevate the brand and increase the value of 4Music.com to its advertisers.
14/09/2012 | Full story...
This case study from Conserve has to be the most innovative approach to search engine marketing that we have ever seen. In order to connect with their youth audience in a highly targeted and personal way Converse exploited the search engines results page by cleverly bidding on long tail keyphrases that they could assume were teenager generated.
25/05/2012 | Full story...
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As Facebook and Google grow, so do their corporate structures. This infographic from Hierarchy Structure looks at the workforce hierarchy of the two leading internet giants.
13/02/2013 | Full story...
Microsoft has updated its Bing social sidebar to add more results from Facebook timelines, following the launch of the social network's new 'graph search' tool.
22/01/2013| Full story...
Facebook has overhauled its search engine in a bid to take on Google, letting users search for people, photos, places and other content that has already been shared on the social network. At a 'mystery event' from the company's headquarters in Menlo Park, California, Facebook founder and CEO Mark Zuckerberg unveiled the service, dubbed Graph Search.
Watch Zuckerberg talk about the new service here:
16/01/2013 | Full story...
Yahoo has been in talks with Facebook over a possible search deal that could see an end to its partnership with Microsoft's Bing, according to a news report.
19/11/2012 | Full story...
As social media and search converge, Facebook is in a unique position to rival Google's dominance in the coming years. A new survey reveals that Mark Zuckerberg's plans to mix social with search could give Google a run for their (advertising) money.
17/09/2012 | Full story...
Bing has strengthened its partnership with Facebook, launching a new tool that lets users search and browse through their friends' photos.
03/09/2012 | Full story...
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Search engine DuckDuckGo has released a video that aims to show that there's no such thing as impersonal Google results.
18/10/2012 | Full story...
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eBay has courted controversy by claiming that paying for search ads has little effect on sales for large companies, according to its own research.
15/03/2013 | Full story...
Up to 40% of web users are unaware that the Google Ads above their search results are paid-for advertisements, according to new research.
01/03/2013 | Full story...
Yahoo! has struck a deal with Google to allow its mobile and display ads to appear on a selection of its websites, but not AdWords search ads.
08/02/2013 | Full story...
Google has revamped its hugely popular search advertising system AdWords with 'Enhanced Campaigns', letting advertisers target people by 'situation' rather than device.
Watch a demonstration of how the service works below:
07/02/2013 | Full story...
Most websites and online retailers live and die based on their natural search traffic, so when the US clothes retailer Big Tall Direct lost 70% of their traffic, it proved devastating.
22/11/2012 | Full story...
Microsoft is rebranding its search partnership with Yahoo as the Yahoo! Bing Network, following the tie up between the two firms set up in 2009.
11/09/2012 | Full story...
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Yandex has launched its own Internet browser, as the search giant looks to take on Google in the growing Russian market.
02/10/2012 | Full story...
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Microsoft is inviting users to test its Bing search engine against Google in a side by side challenge, called 'Bing it on'.
11/09/2012 | Full story...
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Over half (55%) of mobile searches that resulted in a conversion happened in less than an hour, according to new research from Nielsen and Google.
View the embedded report below:
15/03/2013 | Full story...
Brits spend more time online than any other European country, with one third of traffic now coming from smartphones or tablets, according to a new report from ComScore.
18/02/2013 | Full story...
A surge in tablet use will push Google's US mobile revenue to $9.9bn this year, a massive leap from the $5.8bn generated in 2012, according to a new report.
14/02/2013 | Full story...
Google will start paying Apple up to $1 billion a year for the right to the be default search engine on iPhones, iPads and the iPod touch, according to a news report.
13/02/2013 | Full story...
Consumers by far favour using search engine apps to brand apps when using smartphones to search for information on products and services, according to new research.
12/12/2012 | Full story...
Google has launched 'Free Zone', a new mobile web service aimed at giving millions of people in the developing world to access the Internet (and Google's ads) via basic mobile phones without data charges.
09/11/2012 | Full story...
This chart shows the local search breakdown for mobile and non-mobile users in North America. 16.37% of local search queries on Google were conducting using a mobile device.
24/10/2012 | Full story...
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www.DigitalStrategyConsulting.com/intelligence/search-engine-marketing
Ecommerce is a permanent shift in the behaviour of consumers and organisations. As it crosses its tipping point in each market, it creates a new structure for how the ecosystem works, so smart firms are using the new approaches to connect differently with suppliers and customers, boosting sales further through optimisation, ratings and reviews.
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Google is gearing up to extend its paid results on its Google Shopping tool, as the web giant looks to extend its hugely successful AdWords model to the world of ecommerce.
16/11/2012 | Full story...
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