Post on 28-Nov-2014
description
A browser is a piece of software that runs on your PC. The browser allows you, via a connection to the internet to access web pages stored on computers that are connected to the internet.
A search engine is a piece of application software that sits on a powerful computer (a server) on the Internet. This computer stores information about where web pages are stored on the internet.
“org
an
ize a
ll the
world
’s info
rmatio
n
and m
ake
it univ
ersa
lly
acce
ssible
”
What Google likes & dislikes
Keyw
ord
rich,
regula
rly
update
d
conte
nt th
at
delig
hts th
e
use
r &
deliv
ers w
hat
is search
ed
for.
Google considers…
..
Your d
om
ain
nam
e
Th
e a
ge o
f you
r site
Th
e n
um
ber o
f pag
es in
you
r site
Keyw
ord
s in y
ou
r pag
e title
ta
gs
Inb
ou
nd
links fro
m
rep
uta
ble
sites
Un
iqu
e co
nte
nt o
n y
ou
r site
Freq
uen
cy o
f you
r con
ten
t ch
an
ge
Site
acce
ssibility
Stro
ng
inte
rnal lin
ks
an
d…
……
.
Google doesn’t like…
..
Keyw
ord
‘stuffi
ng
’
Bla
ckhattin
g - in
visib
le te
xt,
cloakin
g, d
oorw
ay p
ag
es
Bro
ken lin
ks
Dup
licate
conte
nt
Flash
with
out a
n H
TM
L versio
n
Slo
w p
ag
e lo
ad
Onsite SEO
Descriptive Page Titles (unique for each page) Descriptive Headings (Heading 1 – the H1 tag) Alternative text (ALT tags) Titles (TITLE tags) META tags (descriptions not keywords) Use descriptive page file names Use relevant words when naming images Use a site map
But in 2010
what G
oogle loves m
ore than anything else…
……
is……
Socia
l media
Social Media
What did G
oogle love?
Keyw
ord
rich,
regula
rly
update
d
conte
nt th
at
delig
hts th
e
use
r &
deliv
ers w
hat
is search
ed
for.
Google also considers…
..
Your d
om
ain
nam
e
Th
e a
ge o
f you
r site
Th
e n
um
ber o
f pag
es in
you
r site
Keyw
ord
s in y
ou
r pag
e
title ta
gs
Inb
ou
nd
links fro
m
rep
uta
ble
site
s
Un
iqu
e c
on
ten
t on
you
r site
Fre
qu
en
cy o
f you
r con
ten
t ch
an
ge
Site
acce
ssibility
Stro
ng
inte
rnal lin
ks
Where shall I start?
1. Commit2. Research3. Strategy4. Upskill5. Create content6. ENGAGE7. Monitor
Wou
ld y
ou
like
to a
pp
ear o
n
Pag
e 1
of
Goog
le w
hen
p
eop
le s
earc
h
for y
ou
r p
rod
uct/s
erv
ice in
you
r sp
ecifi
c a
rea?
Local Listing/Google
Places/M
aps
http
://ww
w.g
oog
le.co
m/
loca
l/ad
d
Nam
e
Ad
dre
ss
Tele
phone n
um
bers
Em
ail a
dd
ress
Web
ad
dre
ss
Map
20
0 ch
ara
cter d
escrip
tion
Imag
es
Multip
le ca
teg
orie
s
Vid
eos
Op
enin
g tim
es
Coup
ons
Revie
ws
Your customers see your ad when they search
Your ad reaches users at the moment they demonstrate interest
IMM
ED
IATE
TAR
GETED
MEA
SU
RA
BLE
AC
CES
SIB
LE
Keywords
Be highly specificAsk your Nan
PluralsMisspellings
A Typical A
dWords A
d
• Display URL (35 character limit)
• Ad Text (35 character limit)
• Ad Title (25 character limit)
Ad
Text
Buy
Now
/Today
Fre
e
You
Use
em
otio
n
!
Test &
monito
r
Landing Page
Must re
late
to
the
keyw
ord
use
d
Must
deliv
er
what th
e a
d
pro
mise
dMust h
ave
a stro
ng
ca
ll to
actio
n
Must h
ave
speed
y
pag
e lo
ad
Tim
ingB
e se
en in
15 m
inute
s
Sto
p im
media
tely
Consta
ntly
impro
ve
perfo
rmance
Explo
it events &
in
dustry
new
s
Weekd
ays o
nly
What w
ill I have to pay per click?
To b
e se
en co
sts noth
ing
, you o
nly
pay w
hen a
use
r clicks o
n y
our a
d a
nd
visits
your site
.
1) H
ow
bro
ad
is your
keyw
ord
?
2) H
ow
com
petitiv
e is y
our
marke
t?
3) H
ow
rele
vant is y
our
Holy
Trinity
?
Basic D
efinition: CT
R
Impre
ssio
n:
The
appeara
nce
of
your a
d
on
Clicks
Impressions
= CTR (expressed as %)
CTR: clickthrough rate
CT
R E
xamples20 clicks
1000 impressions = 0.02 = 2%Example Advertiser A:
CTR is how Google measures relevance
6 clicks
100 impressions = 0.06 = 6%Example Advertiser B:
IMMEDIATE
TARGETED
MEASURABLE
ACCESSIBLE
But is it COST EFFECTIVE?
Last year w
e spent
£250,000
of our clients’ hard
earned cash …
..
…an
d
turn
ed
it in
to
£5
,0
00
,00
0 o
f n
ew
b
usin
ess
Incre
ase
re
venue b
y
rein
vestin
g p
rofit
£7,404 investment in AdWords
49p CPC ≥ 15,110 clicks
3.01% conversion rate = 455 sales
Average sale = £420
£7.4k investment - £191k in sales
Reinvest profits, increase budget
Case S
tudy – Beauty
sector
Incre
ase
re
venue b
y
rein
vestin
g p
rofit
£31,495 investment in AdWords
£3.50 CPC ≥ 8,998 clicks
0.61% conversion rate = 55 sales
Average sale = £9,000
£31.5k investment - £495k in sales
Reinvest profits, increase budget
Case S
tudy – Leisure sector
Incre
ase
re
venue b
y
rein
vestin
g p
rofit
£6,244 investment in AdWords
£17.41 CPC ≥ 358 clicks
1.1% conversion rate = 4 sales
Average sale = £47,000
£6.2k investment - £188k in sales
Reinvest profits, increase budget
Case S
tudy – Law sector
• Highly targeted
• Direct
• Controllable
• Instant
• Measurable
• Free
• Local
• Instant
• More respected
• Uncontrollable
• Difficult to budget
• Hard to achieve
Analysis &
benchmarking
How
many v
isitors ca
me la
st m
onth
How
many p
ages d
id th
ey v
iew
Which
pages d
id th
ey lo
ok a
t
How
long d
id th
ey sta
y
Where
are
they lo
cate
d
Which
keyw
ord
attra
cted th
em
Which
site re
ferre
d th
em
Are
they n
ew
to y
our site
Did
they e
ngage