The Magic of Getting Found 2nd HalfThe Magic of Getting Found 2nd HalfBob BradleyScore114Bob BradleyScore114

ADDED FEATURESAND

TIPS AND TRICKS

Google AnalyticsGoogle Analytics

Monthly trends

Overall Data

Total visitors and where they came from

Analytics A Closer LookAnalytics A Closer Look

Search queries

On the Blog

The XML SitemapProvides a roadmap to help the Google search engine crawl a website more effectively.

Good for sites with AJAX or FLASH or a site that does not have good internal linking

HTML Sitemap

Can only be read by Google

There are Pro and Con arguments

The Cascading Style Sheet (CSS)The Cascading Style Sheet (CSS)

• Programming style that adds fonts, colors, spacing, navigation to web documents one time rather than on all pages.

• Good for SEO– Search Engine

friendly layouts– Can eliminate tables– Flexibility

http://www.w3.org/

WebsitesWebsites

When did GoogleBot last visit and what did it see?

Click on “Cached”

Put the “F” in Your SitePut the “F” in Your SiteHeatmaps from user eyetracking studies of three websites.

NAVIGATION RULES

Don’t make me thinkTwo Clicks to ActionTell me where I am andHow to get backMake stuff clickableCall(s) for action

10 SECONDS

BREAD CRUMBS

Google RulesGoogle RulesBlack Hat Techniques-Beware

• Keyword stuffing- putting keywords and phrases all over a page to make sure it gets indexed to those words

• Cloaking- showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty.

• Invisible Text- Creating a “white on white” page that only the bots, crawlers and spiders can see with keyword all over them

• Doorway Pages- Pages made up for particular search terms for search engines that clutter the search results

Google Jail

Images Don’t RuleImages Don’t Rule

Oh, yea, I remember,

its called the

Alt Tag Workaround

<img src="../skin1/images/home/Tea.jpg" alt="bulk organic herbs and spices - wholesale and retail"/>

You can also put ordinary descriptive text adjacent to the image

Neither do these!Neither do these!

So Mr. Googlebot now you have me scared, are there other things you CAN’T do?

Yea there are someHave a hard time with FLASHHave some difficulty with JAVA SCRIPTHard to read DYNAMIC CONTENT

CSS, cascading style sheets, I can see the best

Get Listed LocallyGet Listed Locally

There are criteria for order of rankings• Keywords• Description• Categories• Photo• Location• Linking• Website

The SnippetThe Snippet

The HTML-View Source

Money does not buy this; algorithm driven

The SnippetThe Snippet

• A snippet is your URL and the 160 black characters from your website that appear on that results page.– A rich snippet is a more dynamic and visual sample

of your content on the same results page that may include reviews, pictures, or even a video.

https://addons.mozilla.org/en-US/firefox/addon/9440

http://www.seobook.com/

Tools Bars Etc.

From SEO for firefox add on

You can toggle information links and find out about sites

•Advertising

It is about CONVERSIONS

Getting them to do what you

want them to do

Customer AcquisitionCustomer Acquisition

• Are customers FREE?

III didn’t wake up

this morning

just to buy your stuff!!!

• Search Engine Results Pages

5%

Some web marketers claim that they get less than ___of their visits from search results

25%

are only

Of total number of web pages

This is why we don’t obsess about them

There are Crowded Serps There are Crowded SerpsSponsored Links appear at top of page

Local results appear at top of page

Even real time twitter results are beginning to appear

Some estimate that this takes up 80% of the “above the fold area”

Pay Per ClickPay Per Click

The NetworksThe Networks

Search Network(Think Rhode Island)

Display Network*(Think California)

*Formerly the Content Network

The Big Three + OneThe Big Three + One

Profile Information may allow good demographic targeting and results analysis

Understand the CTRUnderstand the CTR• The Click thru Rate (CTR) is obtained by

dividing the "number of users who clicked on an ad on a web page by the "number of times the ad was delivered" (impressions).

• For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it, The resulting CTR would be 1 percent.

It made me do

something

AdvertiserWants to show relevant ads

UserWants to see relevant ads

GoogleWants a good experience by both

The Google System

The interest of three parties must be satisfied

We want everybody happy because that means $$$$$

$4

$3

$2

$1

Max Bid

$3

$2

$1

Min

Price Paid

Quality Score

CTRRelevancyLanding Page

Now we add “QUALITY SCORE”

Factors

A Simple Look at Auction Basics

You only pay the bid of the advertiser below you

Knew u couldn’t keep it simple

$4

$3

$2

$1

Max Bid

Quality Score

1

3

6

8

=

Ad RankX

4

9

12

8

1

3

2

x

Amount Paid

Using the logic of paying only the amount of your next lowest competitor BUT applying the QUALITY SCORE as a factor, we come to a formula

The price that advertiser 1 has to pay is determined by dividing the AD RANK of the next lowest bidder by the QUALITY SCORE of the advertiser Then add $.01

The Ad Rank

=

=

=

$4

$4

$4

Max Bid

Quality Score

8

6

3

= Ad RankX

32

24

12

Actual CPC

Min Bid Price

(12/6)=$2.00

(24/8)=$3.00

No lower advertiser

Improve your CTR Improve everything

$4

$4

$4

Max Bid

Quality Score

8

6

3

= Ad RankX

32

24

12

Actual CPC

Min Bid Price

(12/6)=$2.00

(24/8)=$3.00

Improving your CTR

10 40 (24/10)=$2.40

So by increasing your QUALITY SCORE (a significant factor being CTR) you can decrease your CPC and not lose position

Take AwaysTake Aways

IT’S ABOUT THE CLICK

THROUGH RATE

Improving the CTRImproving the CTR• Relevant Keywords

(included in ad text)

• Simple, enticing ads with strong call to action

• Organize your account for maximum effectiveness

• Create ads that are highly targeted to the keywords in that Ad Group.

• Test, test, test

• Avoid using very general keywords (shoes).

• Focus on using targeted keywords which describe your actual products or service in a rather specific way (repair jogging shoes).

Improving the CTRImproving the CTR• Remember to Sell the benefits not the features

ConvenienceFewer KeystrokesImmediate informationDesigned just for youBuy it when you want itReady to use out of the box

Remember the drill and the hole!

Self setting clock50 number speed dialOne click financial reportsCustom ProgramsOpen 24 hoursBatteries included

Self-setting clock Self-setting clock Self-setting clock

Features?Benefits?

Which is which? I know, do you?

Features BenefitsBenefits?Features?The answer

•Landing Page

Why do I need this?

Its closes the deal!!

The Landing PageThe Landing Page

• Many marketers think that because they ran a very effective ad the sale is automatic– This couldn’t be further from the truth

• An effective ad ONLY gets people . Where the click takes you must

• That is the LANDING PAGE. This page is intrinsically connected to any ad or solicitation that you may initiate

AND

THE LANDING PAGE MAY CONTRIBUTE UP

TO 1/3 TO YOUR QUALITY SCOREto click

convert

Landing PageLanding Page

• Designed to convert– The objective is to get the “clicker” to take

some form of action that leads to a sale

There a few questions to ask yourself when creating a landing page:

– What are you offering?– Who do you wish to appeal to?– Why would they be interested in your offer?– What do they need to do to

participate/purchase?

Remember the….

Infomercial!!!!!

Landing PageLanding Page

• Call to action (multiple)

• Keep it logical• Keep it focused• White space is your friend• Good use of images• Fast load times• Testimonials

Or how about these that appeared on the top of serps in sponsored ads area

Which one(s) gets your attention?

Landing Page

Also note the organization of the navigation pane

The actual home page

Landing Page

Connecting the InformationConnecting the Information

Using Twitter to ConnectUsing Twitter to Connect

It goes to the twitter version of their home page which keeps a consistent message and view

•Adwords

You will see these off to the right of the Results pages

Pay Per ClickPay Per Click

• Guess what drives your ad appearing

e

K y Wr

od

s Holy Smokes BatmanAgain?

You buy KEYWORD PHRASES and you pay each time the ad is clicked

Adwords Starting OutAdwords Starting Out

Google AdwordsGoogle Adwords

• Determine what you can spend• Set your daily budget in Adwords

– You can adjust it at any time

• Determine your language settings • Determine your Geo-Targeting (local, regional)

Lotsa help from the providers

Key

The Anatomy of an AdThe Anatomy of an Ad

Questions generate clicksCompelling questions are betterBased on searchers needNeed Design Help?Need a Better Brand?Need Better Credit?

The title line is CLICKABLE

Tools: Google AdwordsTools: Google Adwords

Got Questions?Got Questions?

Adwords Help and Info Adwords Help and Info

Setting Up the CampaignSetting Up the Campaign

The CampaignThe Campaign

Words I chose

It also scanned my website and gave me other possible keywords

Pay Per ClickPay Per Click

Managing Keywords and tracking their performance

Controlling CostsControlling Costs

• Good ad performance• Good Landing page• Longer tail, targeted keywords will

reduce the clicks and increase the conversions

• Exact Phrase Match• GeoTarget your ads• Limit the days• Set a budget amount• Use negative keywords

Quality Score

Use “Position Preference” to control position of ad

Adwords-What to doAdwords-What to do

• Educate yourself or get outside education• Determine an amount you can spend over a

period of time ($500 over 2-3 months)• Determine important keyword phrases• Set up an AdGroup with the phrases (more

than one phrase)

• Make effective ads (entice, benefits, ask for order)

• Make it narrow at first– Limit daily budget– Limit to geographic regions– Limit to certain day.

And then measure the results, Why?

Do what works and do not do what does not work

Pros and ConsPros and Cons

• It is pretty simple (in concept)• Without proper management it can cost a fortune• Junk traffic can suck the life out of your program• There is no economy of scale-the more clicks the more it

costs (focus on conversion)

• It can generate traffic right away (within a few minutes)

• You can adjust to changing market conditions right away• Is effective to generate buzz for new product launch• It can be a bargain for niche, targeted keyword phrases

(For example, you might not want to pay the top bid for 'bicycles', but 'Landshark Bicycles' is probably a lot less expensive ($.10 per click as of this writing, actually).

Adwords More that You Can DoAdwords More that You Can Do

• Split Test your Landing page

• In marketing you are seldom right the first time-your initial landing page may not “close the deal”

• You can create several landing pages with different enticements, colors, offers, benefits

• When your ad is clicked it will randomly pick a landing page to show and provide data to indicate effectiveness of each landing page

Say What?

Heh, I’m no

engineer!!

Kewl Stuff…The Keyword Reverse EngineerKewl Stuff…The Keyword Reverse Engineer

You can test words by sending yourself emails in GMAIL using various keywords and see what ads appear.

Then you know what keywords result in what ads.

THE DISPLAY NETWORK

The Google Network is comprised of a large group of websites and other products that covers 80% of unique internet users around the world• Gmail• Blogs• Product Pages

Google claims over 6 billion ad impressions per day

Categories of display network partners

Click on “Automotive” and the partners websites are displayed with estimates of volume (visitors)

The Adsense ProgramThe Adsense ProgramThe Google Adsense Program is the “flip” side of the content advertiser.

Website owners sign up for the Adsense Program and allow ads to appear on their site(s).

Yes, you can m

ake money w

ith

the Adsense program

Setting it Up

Ads via Google AdsenseAds via Google Adsense

Ad GroupsAd Groups

• Ad Group- a family of keywords built around a common theme– Someone selling Movie Merchandise

• Matrix Clothing• Spiderman Games• Star Wars Toys

• Your ad group's entire keyword list helps determine where your ads show on the Content Network.

• Each ad group should have a cluster of 5 to 20 keywords that relate closely to one another and to the ads in that ad group.

• The more closely related your keywords, the more likely it is that your ads will find the right audience.

Keyword phrases chosen

Ad Group KeywordsAd Group Keywords

• Spiderman toys • Spiderman clothes • Figures Starwars• Spiderman pajamas• Matrix Clothes• Starwars DVD

• Ad Groups for – Spiderman Toys– Starwars Toys– Matrix Toys

• Ad Groups for– Games– Clothes

For Each Movie topic

Spiderman, Starwars and Matrix.

POOR

Too many different topics-hard to determine the right place to locate your ad

GOOD

Conversion TrackingConversion Tracking

Sort by column

EVERYTHINGSOCCER.COM

Advertising Professionals

Advertising-What to doAdvertising-What to do

• DIY or purchase the service• Study ads presented in your market (yellow section)

• Make effective landing page(s)• Start slowly with limitations

– Budget; Phrase match; long tail keywords; negative• Measure the results- what works what doesn’t• Expand keywords/adgroups and increase budget• Measure results and determine future strategy• Move to the display network (but carefully!)

• Measure the results• The end result will be maximum targeted visitors to

your site

Goals and ObjectivesGoals and Objectives

• Today– Lost and lonely site– 500 visits per month– 1% conversion– Not much money

made

• Tomorrow– Good SEO +500– Basic Adwords +1000– Conversion +1%

• The day after– Display Ads +2000– Conversion +2%

• Next Week– 7-8% conversionThis all a

ssumes you have

a good business model

Basic Website

Good business gets it rolling

Solid navigation and design keeps it going

Great SEO

Off page marketing

Search Advertising

Display Network

It Seems like a Lot of StuffIt Seems like a Lot of Stuff

• But…how do you eat an elephant?

One bite at a time

This is the…

Of Getting Found

FAQ’sFAQ’s

Are you for hire? No, even if I was, it is against the ethics of SCORE to use the organization for personnel gain.

Can I make an appointment with you about this topic? Yes, but I do not counsel very often. These workshops are designed to give you “self help” counseling. Check out my website/blog and review the materials and references. Follow me on Twitter/Facebook

Can you recommend anyone to do this for me?No. It is not in the SCORE mantra to recommend services for clients. This would turn us into a purchasing “filter”.

Where can I get additional help? These workshops are designed to facilitate your thinking so that you may be your own best resource. Does it take time?-YES, does it always reap the benefits you wish?-NO, but that is the essence of business.

GOOD LUCK!!Thank you and