In the previous posts, we discussed search marketing planning if you are in the beginning or intermediate stages of your SEM program. Below will include advanced SEM search marketing projects and ideas. I’d highly recommend to not start on these projects unless you are confident that you have completed all or most of the previous projects listed for beginners and intermediary programs.

Advanced: What to Include in Your Search Marketing Plan

1. Setup Remarketing Lists for Search Ads (RLSAs) for paid media: For an advanced search marketing program, consider setting up RSLAs to target users who have previously visited your website. We have seen great success with our clients when re-marketing to previous website visitors.
2. Conduct advanced segmentation for paid media: Keep in mind that people may want to see different content based on their location, device, demographic, or time of day. Segment your paid media campaigns in order to provide relevant content and increase conversions.
3. Promote apps: For paid media, add app extensions to your PPC ads and display ads. For SEO, add markup to your site so Google can display an app button within organic search results, feature your brand name in the app name, and link your app profile from your website.
4. Switch to a secure site to increase organic rankings: This year Google announced that having a secure site as your main website is now a positive organic ranking signal, affecting about 1% of searches. Google may be putting more weight on this in the future. So if you are very advanced in your SEO campaign, consider moving your site to https with a valid certificate. If you want to get technical, use URL rewrite codes with 301 redirects.
5. Markup rich content to increase organic visibility: Utilize schema.org markup, Google Highlighter, or other markup to help Google understand the content on your website and display rich snippets (e.g. stars for reviews or event information) in organic search results. As we know some rich snippets, such as author images within organic search results, may come and go while others are still prevalent in search results and may help increase click through rate.
   
6. Optimize for Google Knowledge Graph Answer Box to increase organic visibility: Since you can get as much as a 44% click through rate for listings in the Answer Box, this is another opportunity to not only be seen as an industry leader, but drive more relevant traffic to your site. Create non-branded, educational content to answer who, what, when, where, why, how about the topic. Add structured markup, promote on Google Plus, and update your Wikipedia profile with the most up-to-date information.
   

Summary

I understand that this list can be a little overwhelming, but consider choosing a few projects to add to your search marketing plan over the next year. If you have not completed everything in the intermediate category, start with those first, then move onto more advanced projects.

If you have any questions about the project ideas above, feel free to reach out to me or comment below.