Rmg Target School Presentation 2
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Transcript of Rmg Target School Presentation 2
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In other media, you set targets based on audience demographic, ad frequency, ratings, coverage, and costs to reach consumers.
Traditional Marketing is About Fishing in the Right Pond, At the Right Time, for a Consistent Amount of Time.
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g6 Search Engine Marketing is Different
Search is about baiting the hook so the fish thinks it has found you.
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Money and Market Share Don’t Have Absolute Power Here.
Even with PPC, you cannot buy your way to the top.Top results must be earned.
The Most Important Thing to Know…
Google’s only priority is the Searcher.
Everything that they do is in the interest of the searcher’s experience.
They have no problem making money from advertisers who want to reach their searchers.
But in order to that, you have to play by their rules.
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Google’s Search Engine Landing Page (SERP)02
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You can bid on this keyword to get an ad impression here.
To get an ad here you have to have a sufficient bid & a high quality score.
You can only earn the right to be here. This cannot be bought.
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0 Relevance:The Holy Trinity of Search
CTR also contributes to Quality Score over time.
Always Create Content for Your Customer
Do not write for Google (search engines)
Write for people
Write for searchers
Write for customers
Did I mention writing for Human Beings?
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Never Forget!
Technology is the vehicle....
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...but the web is a very HUMAN place.
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Search engines use algorithms to determine the overall relevance of a web page
Google’s algorithms are based on up to 200 variables
Algorithms are constantly adjusted
Search engines do not reveal the algorithms they use
The Search Engine Algorithms
Optimising for Perfect Pitch
SEO is about writing engaging, useful, marketable content and adjusting as many variables as possible to achieve
perfect pitch in the organic (natural) search engine results.
Content is King!
Content should be:
RelevantCurrentUsefulEngagingEasy to scanStructuredStrategically Keyworded
... And written for searchers not for search engines!