Google Search, AdWords, SEO & Analytics

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Googl e Search. AdWords. SEO. Analytics. JAMES HARRISON, HEAD OF SEARCH SEO BY THE HOUR / BETTER WEB MARKETING 2/18/2015

Transcript of Google Search, AdWords, SEO & Analytics

Page 1: Google Search, AdWords, SEO & Analytics

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

2 / 1 8 / 2 0 1 5

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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?

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Google SearchTHE #1 SEARCH ENGINE

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Google Search - Stats

Search Engine Share as of Jan 2015*• Google - 88.1%

• Yahoo! – 4.13%

• Bing – 4.53%

*Stats from Statistica

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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.

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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

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AdWordsPAID SEARCH

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AdWords – What is AdWords

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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

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AdWords LiveGETTING THE MOST BANG FOR YOUR BUCK

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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

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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

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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

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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

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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.

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SEOSEARCH ENGINE OPTIMIZATION

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SEO – What?

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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

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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

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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?

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Google AnalyticsMEASURING SUCCESS

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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

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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

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TipsALL SEARCH ENGINE MARKETING

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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

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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

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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)

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Questions and Answerswww.betterwebmarketing.com/resources | (858) 649-6525 | [email protected]