SEO & ADWORDSWHAT YOU NEED TO KNOWBy Tara West
What You Will ‘Take Away’…….•   What you will need to know at work•     WHAT YOU’LL TAKE AWAY    Basic understanding of SE...
SEO Enhancing websites so search engines perceive them as highquality and relevant to particular          subject areas
AdWordsA Google service offering many  different formats of online advertising on search resultspages and other online con...
Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
WHY YOU SHOULD      CARE! Work                Work Client                 StartingAgency                 Side             ...
SEARCH ENGINEOPTIMISATION (SEO)
WHAT DOES SEO           INCLUDE?Social                                                   KeywordMedia                     ...
WHERE DOES SEO FIT       IN?  OnlineAdvertising               Online        Email                            Marketing    ...
WHAT SEO CAN BE USED       FOR?     Brand Awareness &        Management       Local Search      Traditional SEO
BENEFITS OF SEO  Searchers are      Branding & Direct already engaged        Response Benefits Search                     ...
NEGATIVES OF SEOHighly Competitive   Resource intensive    Black Hat           Google are   Techniques         Removing Da...
KOOZAI’S SEO PROCESS  Keyword        Technical      On-Page  Research      Optimisation   Optimisation  Monthly           ...
KEYWORD RESEARCH Expectations       Long TailSearch Demand      Short Tail Competition    Commercial Intent
TECHNICAL    OPTIMISATION Meta Tags       URL StructureXML Sitemap        Robots.txtHeading Tags   Image Optimisation
ON-PAGE     OPTIMISATION300 Words of     Add ContentContent (min)     Regularly Structured     Avoid Keyword Paragraphs   ...
OFF-PAGE     OPTIMISATION Guest Blogs      Creative ContentSocial Profiles   Press ReleasesSocial Signals     Local Profiles
ANALYTICS &     MEASUREMENTKeyword Rankings    Bounce Rate Branded & Non-    Visitor Numbers Branded Traffic Time on Page ...
GOOGLE ANALYTICS
ADWORDSADVERTISING
TYPES OFADWORDS ADVERTISING Search                              Display Network                             Network       ...
PAY PERCLICK (PPC)
BENEFITS OF PPC Instant Visibility   Direct Response                       Searchers areCompetitor Bidding    Already Enga...
NEGATIVES OF PPC                       SpecialistHighly Competitive                       Knowledge  Rising Costs       Ap...
PPC ACCOUNT                   STRUCTURE                                     Account         Campaign                   Cam...
ADWORDS ANALYSIS•   CTR (Click through Rate)   •   Average position•   Impressions                •   Impression Share•   ...
PPC FOR BRANDING
DISPLAYADVERTISING
20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-go...
WHY ADVERTISE  LIKE THIS?
WHEN YOU COULDADVERTISE LIKE THIS:
YOUTUBEADVERTISING
89%OF ONLINE POPULATIONREACHED BY YOUTUBE ADS(Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687453)
YOUTUBE ADVERTISING   http://www.youtube.com/watch?v=jjJaNbMN6-g
ADWORDSREMARKETING
MAKE IT PERSONAL
RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE A        PURCHASE (Source: http://www.criteo.com/sites/default/files/succe...
SEO vs AdWordsSEO ORADWORDS?
DID YOUKNOW?     $17 billion            INTERNET AD          REVENUE IN FIRST            HALF OF 2012
SEARCH MARKETING          CAREERS Search      Technical   Analytics    AccountSpecialist     SEO       Specialist   Manage...
RESOURCES http://www.stateofsearch.com/ http://www.seomoz.org/blog /  http://www.seomoz.org/beginners-guide-to-seo http...
IMAGES http://adictoayoutube.blogspot.co.uk/2010/05/dominos-pizza-mi-favorito.html http://rt.com/programs/why-care-summa...
THANK YOU FOR LISTENING         @Koozai_Tara         tara.west@koozai.com         0845 485 1262         koozai.com
SEO & AdWords: What You Need To Know
SEO & AdWords: What You Need To Know
SEO & AdWords: What You Need To Know
SEO & AdWords: What You Need To Know
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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.

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.
  • Main slide
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  • SEO & AdWords: What You Need To Know

    1. 1. SEO & ADWORDSWHAT YOU NEED TO KNOWBy Tara West
    2. 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. 3. SEO Enhancing websites so search engines perceive them as highquality and relevant to particular subject areas
    4. 4. AdWordsA Google service offering many different formats of online advertising on search resultspages and other online content
    5. 5. Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
    6. 6. WHY YOU SHOULD CARE! Work Work Client StartingAgency Side your own Side business Placement Everyone’s doing it…
    7. 7. SEARCH ENGINEOPTIMISATION (SEO)
    8. 8. WHAT DOES SEO INCLUDE?Social KeywordMedia Research Link Building & SEO On-Page Factors & Online PR Content Traffic and Technical Rankings Factors Analysis
    9. 9. WHERE DOES SEO FIT IN? OnlineAdvertising Online Email Marketing Marketing Your SEO Website Affiliate
    10. 10. WHAT SEO CAN BE USED FOR? Brand Awareness & Management Local Search Traditional SEO
    11. 11. BENEFITS OF SEO Searchers are Branding & Direct already engaged Response Benefits Search Cost Effective Engines & UsersLong Term Strategy Accountable
    12. 12. NEGATIVES OF SEOHighly Competitive Resource intensive Black Hat Google are Techniques Removing Data Ever Changing Longer to see Algorithms results
    13. 13. KOOZAI’S SEO PROCESS Keyword Technical On-Page Research Optimisation Optimisation Monthly Off-Page On-going Analytics Optimisation Optimisation
    14. 14. KEYWORD RESEARCH Expectations Long TailSearch Demand Short Tail Competition Commercial Intent
    15. 15. TECHNICAL OPTIMISATION Meta Tags URL StructureXML Sitemap Robots.txtHeading Tags Image Optimisation
    16. 16. ON-PAGE OPTIMISATION300 Words of Add ContentContent (min) Regularly Structured Avoid Keyword Paragraphs Spamming Use AppropriateStay on Topic Headings
    17. 17. OFF-PAGE OPTIMISATION Guest Blogs Creative ContentSocial Profiles Press ReleasesSocial Signals Local Profiles
    18. 18. ANALYTICS & MEASUREMENTKeyword Rankings Bounce Rate Branded & Non- Visitor Numbers Branded Traffic Time on Page or Goals & Site Conversions
    19. 19. GOOGLE ANALYTICS
    20. 20. ADWORDSADVERTISING
    21. 21. TYPES OFADWORDS ADVERTISING Search Display Network Network Video Re- Advertising Marketing
    22. 22. PAY PERCLICK (PPC)
    23. 23. BENEFITS OF PPC Instant Visibility Direct Response Searchers areCompetitor Bidding Already Engaged Accountable, & Highly Controlled Cost Effective
    24. 24. NEGATIVES OF PPC SpecialistHighly Competitive Knowledge Rising Costs Approval Issues Product Type Ever Changing Limitations Interface
    25. 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. 26. ADWORDS ANALYSIS• CTR (Click through Rate) • Average position• Impressions • Impression Share• Average Cost per Click • Conversions• Cost • Conversion Rate
    27. 27. PPC FOR BRANDING
    28. 28. DISPLAYADVERTISING
    29. 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. 30. WHY ADVERTISE LIKE THIS?
    31. 31. WHEN YOU COULDADVERTISE LIKE THIS:
    32. 32. YOUTUBEADVERTISING
    33. 33. 89%OF ONLINE POPULATIONREACHED BY YOUTUBE ADS(Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687453)
    34. 34. YOUTUBE ADVERTISING http://www.youtube.com/watch?v=jjJaNbMN6-g
    35. 35. ADWORDSREMARKETING
    36. 36. MAKE IT PERSONAL
    37. 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. 38. SEO vs AdWordsSEO ORADWORDS?
    39. 39. DID YOUKNOW? $17 billion INTERNET AD REVENUE IN FIRST HALF OF 2012
    40. 40. SEARCH MARKETING CAREERS Search Technical Analytics AccountSpecialist SEO Specialist Manager Digital Search Head of EcommerceMarketing Team Search / ManagerExecutive Manager Director
    41. 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. 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. 43. THANK YOU FOR LISTENING @Koozai_Tara tara.west@koozai.com 0845 485 1262 koozai.com
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