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SEO & AdWords: What You Need To Know

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This presentation was given at Bournemouth University as a beginners guide to SEO and AdWords. …

This presentation was given at Bournemouth University as a beginners guide to SEO and AdWords.

It explains the basics of both of these advertising channels, as well as what people looking to embark on a career in either field need to know.

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  • We’ll start by taking a look at SEO.
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Transcript

  • 1. SEO & ADWORDSWHAT YOU NEED TO KNOWBy Tara West
  • 2. What You Will ‘Take Away’…….• What you will need to know at work• WHAT YOU’LL TAKE AWAY Basic understanding of SEO• Basic understanding of AdWords• Careers in Search Marketing
  • 3. SEO Enhancing websites so search engines perceive them as highquality and relevant to particular subject areas
  • 4. AdWordsA Google service offering many different formats of online advertising on search resultspages and other online content
  • 5. Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
  • 6. WHY YOU SHOULD CARE! Work Work Client StartingAgency Side your own Side business Placement Everyone’s doing it…
  • 7. SEARCH ENGINEOPTIMISATION (SEO)
  • 8. WHAT DOES SEO INCLUDE?Social KeywordMedia Research Link Building & SEO On-Page Factors & Online PR Content Traffic and Technical Rankings Factors Analysis
  • 9. WHERE DOES SEO FIT IN? OnlineAdvertising Online Email Marketing Marketing Your SEO Website Affiliate
  • 10. WHAT SEO CAN BE USED FOR? Brand Awareness & Management Local Search Traditional SEO
  • 11. BENEFITS OF SEO Searchers are Branding & Direct already engaged Response Benefits Search Cost Effective Engines & UsersLong Term Strategy Accountable
  • 12. NEGATIVES OF SEOHighly Competitive Resource intensive Black Hat Google are Techniques Removing Data Ever Changing Longer to see Algorithms results
  • 13. KOOZAI’S SEO PROCESS Keyword Technical On-Page Research Optimisation Optimisation Monthly Off-Page On-going Analytics Optimisation Optimisation
  • 14. KEYWORD RESEARCH Expectations Long TailSearch Demand Short Tail Competition Commercial Intent
  • 15. TECHNICAL OPTIMISATION Meta Tags URL StructureXML Sitemap Robots.txtHeading Tags Image Optimisation
  • 16. ON-PAGE OPTIMISATION300 Words of Add ContentContent (min) Regularly Structured Avoid Keyword Paragraphs Spamming Use AppropriateStay on Topic Headings
  • 17. OFF-PAGE OPTIMISATION Guest Blogs Creative ContentSocial Profiles Press ReleasesSocial Signals Local Profiles
  • 18. ANALYTICS & MEASUREMENTKeyword Rankings Bounce Rate Branded & Non- Visitor Numbers Branded Traffic Time on Page or Goals & Site Conversions
  • 19. GOOGLE ANALYTICS
  • 20. ADWORDSADVERTISING
  • 21. TYPES OFADWORDS ADVERTISING Search Display Network Network Video Re- Advertising Marketing
  • 22. PAY PERCLICK (PPC)
  • 23. BENEFITS OF PPC Instant Visibility Direct Response Searchers areCompetitor Bidding Already Engaged Accountable, & Highly Controlled Cost Effective
  • 24. NEGATIVES OF PPC SpecialistHighly Competitive Knowledge Rising Costs Approval Issues Product Type Ever Changing Limitations Interface
  • 25. PPC ACCOUNT STRUCTURE Account Campaign Campaign Campaign Ad Ad Ad Ad Ad Ad Ad Ad AdGroup Group Group Group Group Group Group Group Group Key- Key- Key- Key- Key- Key- Key- Key- Key- words words words words words words words words words
  • 26. ADWORDS ANALYSIS• CTR (Click through Rate) • Average position• Impressions • Impression Share• Average Cost per Click • Conversions• Cost • Conversion Rate
  • 27. PPC FOR BRANDING
  • 28. DISPLAYADVERTISING
  • 29. 20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
  • 30. WHY ADVERTISE LIKE THIS?
  • 31. WHEN YOU COULDADVERTISE LIKE THIS:
  • 32. YOUTUBEADVERTISING
  • 33. 89%OF ONLINE POPULATIONREACHED BY YOUTUBE ADS(Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687453)
  • 34. YOUTUBE ADVERTISING http://www.youtube.com/watch?v=jjJaNbMN6-g
  • 35. ADWORDSREMARKETING
  • 36. MAKE IT PERSONAL
  • 37. RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)
  • 38. SEO vs AdWordsSEO ORADWORDS?
  • 39. DID YOUKNOW? $17 billion INTERNET AD REVENUE IN FIRST HALF OF 2012
  • 40. SEARCH MARKETING CAREERS Search Technical Analytics AccountSpecialist SEO Specialist Manager Digital Search Head of EcommerceMarketing Team Search / ManagerExecutive Manager Director
  • 41. RESOURCES http://www.stateofsearch.com/ http://www.seomoz.org/blog / http://www.seomoz.org/beginners-guide-to-seo http://searchengineland.com/ http://adwords.blogspot.co.uk/ http://googlewebmastercentral.blogspot.co.uk/2012/10/ google-webmaster-guidelines-updated.html http://mashable.com/ (good for general tech news)
  • 42. IMAGES http://adictoayoutube.blogspot.co.uk/2010/05/dominos-pizza-mi-favorito.html http://rt.com/programs/why-care-summary/ http://modernl.com/article/google-privacy-and-you http://www.caughtoffside.com/2011/11/19/2011-fifa-puskas-goal-of-the-season- award-the-ten-great-goals-video/ http://www.telegraph.co.uk/sport/olympics/9511821/Missing-West-African- Olympic-boxers-found.html
  • 43. THANK YOU FOR LISTENING @Koozai_Tara tara.west@koozai.com 0845 485 1262 koozai.com