Google Search.AdWords. SEO. Analytics.J A M E S H A R R I S O N , H E A D O F S E A R C H
S E O B Y T H E H O U R / B E T T E R W E B M A R K E T I N G
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IntroductionJames Harrison• 10 years internet marketing
• Emphasis on search engine marketing (SEO & PPC)
Audience Questions• Already running AdWords account?
• Google Analytics installed?
• Running mobile Ads?
• Google is not your primary search engine?
Summary
Google Search – Importance of getting found on Google
AdWords - How to setup & manage Google AdWords
SEO – Strategies and advantages
Analytics – Measuring success
Google SearchTHE #1 SEARCH ENGINE
Google Search - Stats
Search Engine Share as of Jan 2015*• Google - 88.1%
• Yahoo! – 4.13%
• Bing – 4.53%
*Stats from Statistica
Google Search - StatsGoogle processes over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year.
Google Search - Listing Types
Paid: (Sponsored Results) AdWords, Campaigns, Budgets, Bidding, Keywords, Ads
Organic: Most Relevant, Most “Votes”, Best Sites, User Performance, SEO
Local: Google Maps, Google Business, Google+, Business Directories, Citations, Local SEO
AdWordsPAID SEARCH
AdWords – What is AdWords
AdWords – Advantages/Disadvantages
oAdvantages
• Attract Target Customers
• Target Specific Keywords
• Pay-per-Visit
• Target Geographic Locations
• Easy to Manage
oDisadvantages
• Costly
• Once you stop paying, traffic stops
AdWords LiveGETTING THE MOST BANG FOR YOUR BUCK
AdWords – Live Demohttps://adwords.google.com/
AdWords Dashboard: Set up an account & run ads
Campaigns: Create a campaign and adjust campaign settings
Budgeting: Decide daily ad spend (Cost-per-click, Marketing Budget, cost per conversion goal)
AdGroups: Keywords & Ads (in perfect harmony)
Quality Score: Google’s AdWords algorithm to determine best ads to display to make everyone happy
Tracking Conversions: Determine how much each conversion is costing you and their exact sources
AdWords - AdGroups KeywordsAdGroup Keywords: Group related keywords into AdGgroups (kickball city, social sports club) is one of the most important tasks. Small amount of keywords per ad group
Preferred Match Type: Exact Match
• Broad Match
• Broad Match Modified+
• Phrase Exact
Negative Keywords: Run a search term report if doing broad or in past
Individual Keyword Bidding: 1st Page Bid Estimates, Lowest Possible CPC, Find Optimal Ad Position• Bidding on Brand: More clicks, click share, cheap because of QS, avoid clicks to competition
AdWords – AdGroups Ads
Ad Creative: Creating the perfect (converting) ad that turns your paid users into conversions plays a major role in your AdWords campaign success
Split testing Ads: Always split test 2 or more ads and run routine variations to improve metrics
Quality Score: Increase your Quality Score with ad copy relevance
Landing Page: Ads should be windows to your website
AdWords - Track ConversionsConversions in AdWords: Install conversion script onto conversion tracking page to start tracking conversions in AdWords.
Start Tracking:• Conversion Rates
• Cost Per Conversions
• Converting Keywords
• Converting Ads
AdWords - ManagementPPC Management: Involves setting up campaigns, split testing ads, managing CPC bidding, improving cost per conversion, increasing quality score, watching the competition, split testing landing pages, finding more target keywords, etc.
Hiring a Service Provider Option: Paying a professional PPC Manager $500 to manage $1,500 could results is 3 times as many visitors & conversions as managing $2,000 yourself.
SEOSEARCH ENGINE OPTIMIZATION
SEO – What?
SEO – Google’s Backbone
Organic Search Results: Google delivers the best results. Their ultra-relevant organic search results is what makes Google who they are today.
Organic Rankings: To rank high on Google, you must implement onpage and offpagestrategies to prove to Google that your website is the most relevant.
Benefits of SEO:
• Long Terms Rankings: Top rankings are long lasting because positions are earned
• Free Traffic: Organic traffic is free. No cost per visit
SEO – Onpage StrategiesKeyword Relevance: Your website has to be relevant to users intent
Content: Content must be rich, unique and share worthy
User Performance: Bounce Rate, Time on Site, Pages Visited
Page Speed Insights: Google wants to speed up the web (user friendliness)
GWT: Google Webmaster Tools as a resource to help you clean up your website
SEO – Offpage Strategies
Link Building: Links Count As Votes
Mentions / Citations: The more your site is mentioned on the web, the more authoritative it becomes
PR: Relevant to what people are looking for today
Social Buzz: Is your website buzz worthy? Does it get mentioned on social sites?
Google AnalyticsMEASURING SUCCESS
Google Analytics - Features
• It’s Free!!!!!!!
• Track Demographics
• Track Website Performance
• Track Keyword Traffic
• Track Traffic Sources
• Track Goals
• Track Seasonality
• Helps Increase ROI
• Industry Benchmarking
Google Analytics – Live DemoAcquisition: Traffic Sources, determine key phrases
Behavior & User Performance: Bounce rate, time on site, pages visited
Audience: Demographics, Geo…
Conversions: Creating Goals
Create Dashboards: Easy top level view of only the things you care about
Administrative: Users, Tracking Code, Custom Alerts & Email Notifications, Reporting
TipsALL SEARCH ENGINE MARKETING
Tips - Setting Goals
Website Goals: It’s important to know what your website is trying to achieve and its value (phone, signup, newsletter, purchase, etc.).
Target Keywords: Finalize your target keywords based on user intent, search volume & competitiveness.
Remember Click Share: Set Realistic Expectations
Tips - ResearchKeyword Research: Know which keywords to target and understand visitor intent
Competitive Research: Identify your competitors and quantify their PPC investment & SEO efforts.
Audience Research: Know your audience demographic
Tips - Landing PagesYour landing page needs to be the most relevant and the best choice.
Landing Page Questions to Ask Yourself
• Is this page relevant to my target keywords?
• Does it answer users’ questions & satisfies user desires?
• Is your conversion goal easy to understand?
Mobile: If user is visiting using their iPad or android are they having a pleasant viewing experience? (add click to call for mobile)
Questions and Answerswww.betterwebmarketing.com/resources | (858) 649-6525 | [email protected]
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