View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
SEO vs PPC• SEO helps you with your organic search rankings• PPC is a way to pay for position on the search results pages (and other websites, too)• PPC is not affected by what you do with SEO• SEO is not affected by what you do with PPC
What is SEO?• AKA Search Engine Optimization, Search Optimization• Improvements to your website – and related to your website – that improve your site’s ranking in search engines
Why Does SEO Matter?When someone does a search, they have communicated that they areinterested, motivated, and engaged
Why Does SEO Matter? 60% of consumers use the Internet as their first-line tool to search for local businessesSource: comScore 2007 Search Report
Why Does SEO Matter? 60% of those searchers go on to make a purchaseSource: comScore 2007 Search Report
Top 10 Rank is CriticalSource: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
What is Google’s Purpose? To deliver useful, relevant results to their searchers
What determines your rank?• It’s all about relevant results for searchers• On-site factors, such as • Visible page content • Site structure • Page load time• Off-site factors, especially • In-bound links
Optimizing is a 5-Step Process1. Keyword research2. Site updates3. Submit to search engines and directories4. Build links5. Measure and adjust
Step 1: Keyword ResearchKeyword – A word or series of words that a searcher types into the search box
Step 1: Keyword Research• Generate a seed list • Ask your customers • Ask your front-line employees • Look at analytics or server logs• Use tools to expand your list• Evaluate and rank your keywords by • High search volume • High relevance • Low competition
Sample Seed List1. Hotel2. Inn3. Family Hotel4. Luxury Hotel5. Pet Friendly Hotel6. Hotel Deals7. Flagstaff Hotel8. Northern Arizona Hotel9. Hotel Reviews10. Hotel Ratings
Evaluate RelevanceAre the people who search for that keyword likely to be buyers?
Evaluate Relevance• The more precise the search, the closer they are to buying: • Hotels • Flagstaff hotels • Flagstaff hotel reviews • Pet friendly flagstaff hotel • Pet friendly flagstaff hotel downtown
Evaluate Competition• You can’t be number 1 for everything• Use long tail keywords
Select Your Keywords• Start with a manageable number – 10-20 – these are your Target Keywords• Match the Target Keywords to relevant pages of your site• One keyword per page
Step 2: Optimize Your Site• Focus on content• Fix the major problems• Get help with the tougher things
AdWords Essentials• AdWords is an auction• The higher you bid, the higher your ads appear (generally)
AdWords Essentials• You pay only when someone clicks on your ad• Hence, pay-per-click• There is no minimum budget requirement• Spend as much or as little as works for you
AdWords Essentials• Your bid price for a given position is determined by competition AND your Quality Score• With a good Quality Score, you could rank higher than a competitor for a lower bid price
AdWords Essentials• Your Quality Score is determined by • The relevance of your ad • The relevance of your landing page • Your clickthrough rate • Other mysterious factors
AdWords Essentials• AdWords comprises: • Search Network • Google search • Search partners (AOL, Earthlink) • Display Network • Hundreds of thousands of websites
Keyword Research• Generate a seed list • Ask your customers • Ask your front-line employees • Look at analytics or server logs• Use tools to expand your list• Evaluate and rank your keywords by • High search volume • High relevance • Low competition
Select Your Keywords• Arrange keywords into closely related groups • Location • Room amenities • Promotions • Nearby attractions
Hands-On Create a Keyword List• Write a seed list across the top• Write similar keywords below each seed word to create groups
The Lowdown on Keywords• Use negative keywords to tell AdWords what searches are not relevant to your business
The Lowdown on Keywords• Put your most popular keywords in their own group• Put lots of keywords in your campaign• Add new keywords regularly
Your Secret Advantage – Irresistible AdsThe purpose of your ad is to get people to click on your ad!
Your Secret Advantage – Irresistible Ads People don’t need a drill… …they need a hole. Sell your benefits!
Your Secret Advantage – Irresistible Ads < Benefits < Features
Explore Your Benefits• Create a list of features• Extend those to benefits• Add emotional promise if you can
Your Secret Advantage – Irresistible Ads• Include a call to action and make it specific• Bad: Click here.• Better: Learn about our hotel.• Best: Book online. Buy now. Reserve your spot. Get yours today.
Your Secret Advantage – Irresistible Ads• Include a call to action and make it specific
Your Secret Advantage – Irresistible Ads• Put your price in your ad
Your Secret Advantage – Irresistible Ads Spy on your competitors, then differentiate
Your Secret Advantage – Irresistible Ads• Write two ads and let them battle
What Can You Test?• Headlines• Offers• Features• Benefits• Appeal/Promise• URLs• Capitalization
Your Secret Advantage – Irresistible Ads• Use your top keyword in your ad headline