Category Archives: Pay Per Click

Google Knowledge Graph Strategy for Authors: Books Category

by: Anne Haynes
Post Assumptions: searches conducted In Overland Park, KS – Not logged into Google – Searching for books – Search date: June 26, 2013

SEM and SEO Strategy for Authors: GKG Carousel

I was working on an AdWords proposal today and noticed search queries for book types was displaying Google Carousel Knowledge Graph results. I was hoping these results were just for queries with no ads, but this is not the case. Similarly to Google’s Local Carousel results, advertisements display below the Carousel results.  I did a search query on “Murder Mystery Books” and below you can see the AdWords advertisement.

Book Author Carousel Knowledge Graph

While Google’s Carousels are cool and nice for the end-user experience, this feature only ranks books by the proprietary and secretive algorithm. The design of the Google Knowledge Graph (GKG) carousel dominates the end-user experience by drawing the user to Carousel results instead of AdWords text advertisements and natural SEO text results.

Below is a simulated heatmap, the darker the color of the analysis the more the end-users’ eyes focus in on this item (green to red is the scale). This particular image was analyzed without an AdWords advertisement displayed.  My educated guess is the AdWords advertisement in the first SERP position would generate more attention by the end-users’ eyes.

Heatmap Google Carousel Results

I was not pleased when I saw the Books Category updated with the Google Knowledge Graph Carousel considering I support author’s with their PPC campaigns. The first thing that came to my mind was, Google is going to lose money and authors trying to create an author brand name and increase book sales will suffer. But then I kept clicking and analyzing the SERPs. The strategy for AdWords professionals will change for authors and getting into the Google Knowledge Graph Carousel will need a natural SEO strategy adjustment. Following are my thoughts, I encourage everyone reading this to comment and share your thoughts on the strategy below!

AdWords Strategy Update for Book Authors: Getting into the Google Knowledge Graph  (GKG) Carousel 

Let’s take a closer look at the Search Engine Results Page (SERP). As an end-user I’ve queried the term “Murder Mystery Books” (I’m not logged into Google). Notice there is an AdWords advertisement below the Carousel.  I click on the book “Death On The Nile” by Agatha Christie.  Yes Agatha Christie died in 1976, so Google is assuming I’m looking for historical authors, not living authors.

Case Study: Book Authors Google Knowledge Graph

The end-user is sent to another page with information about the author and the book. Google edits the search query to be “Agatha Christine Death On The Nile” when I click on the book image in Google’s Knowledge Graph Carousel, I’m sent to the page/image below.

From an AdWords professional perspective it’s mandatory to purchase the author’s name and book titles in AdWords campaigns to support the Carousel experience.

Case Study: Authors Google Carousel

Natural SEO Strategy Update for Book Authors: Getting into the Google Knowledge Graph (GKG) Carousel 

In the above example the right side of the Knowledge Graph is powered by the Wikipedia. If you do your own research you will see the Wikipedia saturates the SERP. Make sure if you are doing organic SEO for authors that you make a Wikipedia page for the author. Additionally create new pages and update the author page as new books are published.

When searching for books and Google’s Knowledge Graph Carousel appears, the carousel always states, “Books frequently mentioned on the web” (see the below image). In my professional opinion this statement means social. If you don’t have a book author social media strategy, then build one because this statement speaks volumes. It’s important to start paid social media campaigns in Facebook, Twitter and Linkedin. Each of the social networks has PPC pricing models and anyone with AdWords or digital advertising experience can manage these tasks. If you want in the carousel, I encourage adding social media PPC campaigns for the authors.

Google Carousel Optimization SEO

Encourage the author to do interviews and get the word out about all of their books. It doesn’t matter if the book is old, Google has no preference from a natural SEO perspective.

Make sure you have social media tracking tools like Raven. There are a ton of tools out there, so make sure the tools fulfill tracking and plotting volume to sales activity and when possible ROI.

Update the book authors Google Analytics to be able to know if the author’s books come up in Google’s Carousel.

When everything is said and done, Google’s Carousel is not going away. While I initially thought Google would lose money with the Carousel, because Google is adding an additional search results page in the Knowledge Graph this could potentially increase sales. As we all know, Google is about the user experience and the Carousel supports enhancing the user experience, I just hope we can buy into Google’s Knowledge Graph Carousel experience one day.

Again, SEO and SEM professionals please leave comments below! If you are a book author and would like more information on this case study, please call 913-735-3832 or send me an email message

Analytics Lead Tracking Solution – HubSpot

I hope this summer is treating you well! I have a treat for you regarding web lead tracking and email marketing nurturing. In the last two months I’ve been working with interesting software services. One in particular does what every marketer wants; track web campaigns to users’ contact details and streamlines communications through email marketing and lead nurturing. I’m working with a conservative budget, so these solutions are working for a small to medium size company. The final piece I’m working on is tying the phone leads, to the web leads and associating these different buckets at a campaign level, without massaging data and being a spreadsheet jockey. Understand keeping the costs down is essential to staying within budget when building the tracking architecture. If money and time wasn’t an issue, I’d be using Eloqua. The tracking architecture I’m implementing and will be discussing; is still in a testing phase; does not integrate with a CRM using an API and it does not require IT resources to implement. It’s the easy button for lead tracking and nurturing.

Many of my clients use Google Analytics for tracking lead conversions and sales. But what Google Analytics won’t give you is the name of the person submitting their contact details on a per campaign level. Google finds this a violation of privacy and I understand this reasoning. Many times, clients want to know the name of the lead which came in through a pay-per-click campaign so they can nurture the lead. As marketers we know that giving a contextual experience is the difference between acquiring a customer and pissing them off.

I’ve been working with a web lead tracking solution; HubSpot. HubSpot gives you what Google Analytics will not; first name, last name, email, phone number and anything else you want to know tied to a specific campaign. Within minutes you’re able to generate standard and custom fields to create a web form. Once you’re happy with the form, you cut and paste the JavaScript code into your web page and/or blog post and your done. It’s that easy and it works.

Some kicking features about HubSpot:

Once a lead comes in through a form, the lead details are sent to an email or alias. The cool thing; if a lead has a Twitter, Linkedin or any other public social media profiles these profile links are presented in the lead details. Let’s take a moment and think about how this could change your sales experience. Imagine if a sale person could browse a potential customer’ social media profiles before making that sales call? You know the potential client is interested, but now you know they love cats. Mind you, I don’t recommend the sale person disclosing they’ve researched the client’s public social media profiles, but in conversation, the sales representative could mention how much he/she loves cats.

If a lead submits their information and then goes back to your website or blog, you are sent an alert; “Anne Haynes one of your leads is back on the website.” Now you have the creepy factor and can call them right away and answer any questions they might have about your business. I’ve experienced this before with sales people and while I don’t like it, if a lead continues to visit the website, it’s a sign they’re interested. And all this information is tracked in the lead details.

If a lead comes in through one form campaign, you can create lead nurturing campaigns and send automatic emails through timed intervals. This features changes how marketers approach campaigns; sure it’s easy to create a form, cut and paste it into a web page and generate leads through pay-per-click, but managing the experience using automatic emails after a lead shows and interest, this creates a need for communication architectures. And it can become complex. For an example, I will use SEOINC because I use to work there many years ago and they have increased their product offering to include pay-per-click and social media marketing. Now imagine I’m a potential client and I submit my information through the website with a form powered by HubSpot. The SEOINC folks created a nurturing campaign which kicks off an automated email regarding their pay-per-click product offering 20 days after I submit my information the first time. 20 days after the pay-per-click email I receive another automatic email about their social media product offering. It’s all done without you being involved, it happens automatically, so the communication architecture must be designed ahead of time.

HubSpot has API integration with Salesforce and the company will work with you if you have an in house custom CRM solution.

HubSpot features that need some work:

When a lead submits his/her information wrong in a validated field, the user goes to a generic looking validation form. You are not able to apply CSS to the validation form – Yet!

The automatic emails do not have the ability to cut and paste HTML, so the design is limited. However, I’ve been told by my HubSpot consultant this feature is coming out within the next two weeks.

If you’ve built a nurturing program and the lead converts and signs up for other product offers all at once, you must turn off the nurturing program for that lead. This is a process that you want to enforce any way to know your lead to conversion ratio.

Summary:

So far, I really like HubSpot because it’s easy and takes the pain out of reporting. In my opinion, a marketer’s time should be spent optimizing campaigns and not sorting exported spreadsheet data. Don’t get me wrong, I know we need the reporting, but with HubSpot the data doesn’t need cleaning up.

Since I’ve been working with HubSpot there isn’t one person that doesn’t mention SEO to me; critiquing our current ranking with brand only terms, trying to sell the idea of hosting our blog using their blog service. I was raised to know installing blog software on a server gives the search value to the domain where it is housed. I don’t recommend outsourcing your blog using HubSpot. But it’s really good tying contact details to a campaign. There is also a UTM link generator, so you can micro manage your landing page performance and other web activities.

There is more to come as I continue down this process, but know my goal is to tie the phone leads to the web leads and when I get that going on, you will be the first to know!

Are you using a software service that does what HubSpot can do? I’m interested in knowing your solutions