How to drive qualified traffic to your website utilizing SEO & PPC tactics

1. Do the proper work to ensure your website ranks well organically (SEO)• Longer lead time

2. Buy ads on search engines to ensure you come to the top (PPC – AdWords)• Send instant traffic to your website

PPC vs. SEO

PPC = Liposuction SEO = Working Out*Fast & Easy *More Time & Effort*Temporary *Long Lasting

Search Engine Optimization (SEO)

Organic vs. Paid Search

Organic

Paid

So, where does your site rank?

Page 8 – or worse yet – Page 28? If it’s not page 1, it doesn’t really matter. Most people never look any further.

What is SEO?

Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or “natural”) search results.

• on-page and off-page SEO• inbound, authoritative links• social media mentions• landing page elements• lots of fresh and unique

content• video and more

SEO has evolved

It’s not just meta tags and other geek-speak thingies anymore.

So how does Google rank your online presence?

Think of it as “The Google of Oz”with a wizard behind a wall.

Google has a well-kept secret formula (algorithm) to rank websites by how relevant they are to what people are searching for.

To get a little search engine lovefrom Google, Yahoo, or Bing youneed to first excel at three things:

site architecture, content & links.

The search engines consider two main areas when determining what your website is about and how to prioritize it. 1. Content on your website: When indexing pages, the search engine bots scan each page of your website, looking for clues about what topics your website covers. 2. Who’s linking to you: The more inbound links a website has, the more influence or authority it has. Essentially, every inbound link counts as a vote for that website's content.

Search query and indexing

How Search Engines Work

If you conduct the same search on different search engines, chances are you will see different results on the SERP. This is because each search engine uses a proprietary algorithm that considers multiple factors in order to determine what results to show in the SERP when a search query is entered.

Long-Tail Concept

Although trying to rank for highly trafficked keywords and terms may seem like a logical approach, it will most likely lead to a lot of frustration and wasted resources.

There are billions more unique search queries than there are generic ones. This is called the theory of the long-tail.

A critical component of SEO is choosing the right keywords for optimization.

If you sell shoes, you may want your website to rank for “shoe store,” (a head term), but chances are you might have some trouble there.

A keyword like “red tennis shoes with Velcro” (a long-tail keyword or term) is a good example. Sure, the number of people that search for this keyword will be much lower than the number that search for “shoe store,” but you can almost bet that those searchers are much farther down the sales funnel and may be ready to buy.

We’ve all heard it - when it comes to SEO, content is king. The more content and webpages you publish, the more chances you have at ranking on the search engines.

Ex: The more lottery tickets you have, the higher the odds are that you will win.

Duplicate Content

Local SEO

Target local keywords like “Omaha contractors” or “Omaha chiropractors”Ask for reviewsInclude map of your location along with directionsSocial sharing - Enabling your visitor to come and share your page

“NAP” – name, address, phone (local # and not 800 #)

Make sure your address is listed in your footer and contact us page. You want those search spiders to pick up that address as much as possible and it’s important to be consistent. MUST use same exact wording for address on all listings. This will help build credibility across the web.

Get your business listed in local directories Google Places, Bing Local, Yahoo Local, Merchant Circle, YellowPages, WhitePages, Local.com, Manta, etc..

Web Analytics

Web analytics tools like Google Analytics will allow you to see what organic search keywords are already driving traffic to your website. These keywords will provide a good baseline of core keywords, and provide you with a list of keywords and performance which you can benchmark your future SEO efforts against.

Measuring Success

TrafficMeasuring overall traffic to your website from organic search is something you should look at on a weekly basis. Leads/ROIWeb analytics tools like Google can make it easy to see how many conversions have occurred on your website as a result of organic search traffic and keywords. Indexed PagesMeasuring how many pages the search engines have indexed for your site is an easy way to measure the growth of your SEO efforts and your website.

How does your SEO strategy stack up?

You should find out if you’re on Google’s good side.

Get an SEO Audit: Learn how Google is ranking your presence and if your site can be improved to generate more calls, leads, sales, etc.

• Basic SEO Audit: $500-$2,000

Like the overall marketing landscape, search engines are ever-evolving. There are multiple online resources that make it easy for you to stay on top of SEO news and changes that may impact your website. www.SEOMoz.comwww.SEOBook.comwww.SERoundTable.comwww.SearchEngineLand.comblog.hubspot.cominboundmarketing.comsearchenginewatch.com

Pay-Per-Click

Organic vs. Paid Search

Organic

Paid

What is Google AdWords?

• Google AdWords is a Pay-Per-Click advertising service

•Advertisers specify•the keywords that should trigger their ads •the maximum they are willing to pay per click

•Google will rank the ads based on 2 things: 1) The amount of money you bid2) Quality score (based on relevancy of keywords)

Fast Facts About AdWords

About 97% of Google’s total revenues come from advertising.

Businesses make an average of $2 in revenue for every $1 they spend on AdWords.

The average click-through rate for an ad in the first position is 7.94%.

The finance and insurance industry spent $4 billion on AdWords in 2011. Finance and insurance related keywords are among the most expensive in AdWords, with some demanding costs per click (CPCs) over $50.

Amazon spent an estimated $55.2 million on AdWords advertising in 2011.

Why Use PPC?

•Get launched immediately. PPC ads are implemented very quickly.•Instant Traffic - no long waiting time and groups of hungry niche visitors are always searching for information everyday.

•Well-Targeted traffic with a broad reach•By reaching out to well-targeted visitors who are already interested in your products or services, you can ensure a higher percentage of success in your campaign.

•Obtain specific, pre-qualified, and quality traffic. •Can target by geography

•Reach the masses•Major players: Google, Yahoo!, Bing

•Only pay when someone clicks•You are in control of your budget

Where are Google Ads displayed?

•Search Engine Results Pages (SERPS)•Search Network Partners•Ask, Aol, Amazon

•Google Maps pages•Google Image pages•Google Shopping pages•Mobile Devices•Google Display Network•Ads appear within the content of other websites

Ads on Mobile Devices

•Traditional search ads are displayed on high-end mobile devices•Ads can include a clickable phone number - clicking will call the number directly•Often links in with a map

Campaign Set-Up

•For every campaign you create•Choose a daily budget•Select where ads appear geographically•Select daypart (time of day you wish your ads to run)•Select where your ads appear online

(search or display network)

•Every adgroup you create (“buckets”)•Must contain a targeted set of keywords (this is very important)•All keywords will share the same set of ads•The ads define the landing page

Broad match“Your ads could also show for singular/plural forms, synonyms, and other relevant variations” (ads show on: buy tennis shoes, tennis racquet, running shoes, horse shoes, brown shoes)

Phrase match (enter keyword with quotes)…Ad [is] eligible to appear when a user searches [your phrase] with other terms before or after the phrase” (ads show on red tennis shoes and not on shoes for tennis, tennis sneakers)

Exact match (enter keyword with brackets)“…Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.” (ads show on tennis shoes but not on red tennis shoes or buy tennis shoes)**Don’t forget about adding in NEGATIVE keywords to your campaign**

Campaign Set-Up: Match TypeEx: Tennis Shoes

Measuring Success

What are you willing to pay per lead or purchase?

More Tips

o The most important step when setting up a PPC campaign on any search engine is to analyze visitor search patterns and develop a list of relevant keywords that real visitors might type into the search engines when looking for your products and services.o This should go hand-in-hand with any SEO efforts

o Run multiple ads for the same words and test them against each other or send them to different pages to A/B split test your site or ad copy.

o Do not rush for position #1. Settle for positions 4/5/6 as bids will be lower and visibility will also be OK. This will lower your CPC and increase ROI.

o Don’t leave your AdWords account on autopilot (constant monitoring)

Retargeting