How to drive qualified traffic to your website utilizing SEO & PPC tactics

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A guide to PPC and SEO for beginners.

A guide to PPC and SEO for beginners.

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  • There are many different tactics to drive traffic to your site. Today we will be talking specifically SEO & PPC
  • Today we will be covering 2 tactics: SEO & PPC
  • SERP: Search engine results page
  • Example – someone searching for a specific product name/description Color LaserJet Enterprise CM4540 Laser MFP,...
  • For many businesses in this room it is important to optimize locally
  • Google is the big dog so we will focus our discussion here.
  • Walk through Bank example

Transcript

  • 1. How to drive qualified traffic to your website utilizing SEO & PPC tactics
  • 2. 1. Do the proper work to ensure your website ranks well organically (SEO) • Longer lead time2. Buy ads on search engines to ensure you come to the top (PPC – AdWords) • Send instant traffic to your website
  • 3. PPC vs. SEOPPC = Liposuction SEO = Working Out*Fast & Easy *More Time & Effort*Temporary *Long Lasting
  • 4. Search Engine Optimization (SEO)
  • 5. Organic vs. Paid SearchPaidOrganic
  • 6. So, where does your site rank?Page 8 – or worse yet – Page 28? If it’s not page 1, itdoesn’t really matter. Most people never look any further.
  • 7. What is SEO?Search engineoptimization (SEO)refers to techniquesthat help your websiterank higher in organic(or “natural”) searchresults.
  • 8. SEO has evolvedIt’s not just meta tags and other geek-speak thingies anymore. • on-page and off-page SEO • inbound, authoritative links • social media mentions • landing page elements • lots of fresh and unique content • video and more
  • 9. So how does Google rank your online presence? Google has a well-kept secret formulaThink of it as (algorithm) to rank websites by how“The Google of relevant they are to what people are searching for.Oz” To get a little search engine lovewith a wizard from Google, Yahoo, or Bing youbehind a wall. need to first excel at three things: site architecture, content & links.
  • 10. How Search Engines WorkThe search engines consider two main Search query and indexingareas when determining what yourwebsite is about and how to prioritize it.1. Content on your website: Whenindexing pages, the search engine botsscan each page of your website, lookingfor clues about what topics your websitecovers.2. Who’s linking to you: The moreinbound links a website has, the moreinfluence or authority it has. Essentially,every inbound link counts as a vote forthat websites content.
  • 11. If you conduct the same search on different search engines, chances are youwill see different results on the SERP. This is because each search engine usesa proprietary algorithm that considers multiple factors in order to determinewhat results to show in the SERP when a search query is entered.
  • 12. Long-Tail Concept
  • 13. Although trying to rank for highlytrafficked keywords and terms mayseem like a logical approach, it willmost likely lead to a lot of frustrationand wasted resources.There are billions more unique searchqueries than there are generic ones.This is called the theory of the long-tail.
  • 14. A critical component of SEO ischoosing the right keywords foroptimization.If you sell shoes, you may want yourwebsite to rank for “shoe store,” (ahead term), but chances are youmight have some trouble there.A keyword like “red tennis shoeswith Velcro” (a long-tail keyword orterm) is a good example. Sure, thenumber of people that search forthis keyword will be much lowerthan the number that search for“shoe store,” but you can almost betthat those searchers are muchfarther down the sales funnel andmay be ready to buy.
  • 15. We’ve all heard it - when it comes to SEO, content is king.The more content and webpages you publish, the morechances you have at ranking on the search engines. Ex: The more lottery tickets you have, the higher theodds are that you will win.
  • 16. Duplicate Content
  • 17. Local SEOTarget local keywords like “Omaha contractors” or “Omahachiropractors”Ask for reviewsInclude map of your location along with directionsSocial sharing - Enabling your visitor to come and share your page“NAP” – name, address, phone (local # and not 800 #)Make sure your address is listed in your footer and contact us page. You want those searchspiders to pick up that address as much as possible and it’s important to be consistent. MUSTuse same exact wording for address on all listings. This will help build credibility across theweb.Get your business listed in local directoriesGoogle Places, Bing Local, Yahoo Local, Merchant Circle, YellowPages, WhitePages, Local.com,Manta, etc..
  • 18. Web Analytics
  • 19. Web analytics tools like Google Analytics will allow you to see what organic searchkeywords are already driving traffic to your website. These keywords will provide agood baseline of core keywords, and provide you with a list of keywords andperformance which you can benchmark your future SEO efforts against.
  • 20. Measuring Success
  • 21. TrafficMeasuring overall traffic to your website from organic search issomething you should look at on a weekly basis.Leads/ROIWeb analytics tools like Google can make it easy to see how manyconversions have occurred on your website as a result of organicsearch traffic and keywords.Indexed PagesMeasuring how many pages the search engines have indexed for yoursite is an easy way to measure the growth of your SEO efforts andyour website.
  • 22. How does your SEO strategy stack up?
  • 23. You should find out if you’re on Google’s good side. Get an SEO Audit: Learn how Google is ranking your presence and if your site can be improved to generate more calls, leads, sales, etc. • Basic SEO Audit: $500-$2,000
  • 24. Like the overall marketing landscape, search engines areever-evolving. There are multiple online resources thatmake it easy for you to stay on top of SEO news andchanges that may impact your website.www.SEOMoz.comwww.SEOBook.comwww.SERoundTable.comwww.SearchEngineLand.comblog.hubspot.cominboundmarketing.comsearchenginewatch.com
  • 25. Pay-Per-Click
  • 26. Organic vs. Paid SearchPaidOrganic
  • 27. What is Google AdWords?• Google AdWords is a Pay-Per-Click advertisingservice•Advertisers specify •the keywords that should trigger their ads •the maximum they are willing to pay per click•Google will rank the ads based on 2 things: 1) The amount of money you bid 2) Quality score (based on relevancy of keywords)
  • 28. Fast Facts About AdWordsAbout 97% of Google’s total revenues come from advertising.Businesses make an average of $2 in revenue for every $1 they spend onAdWords.The average click-through rate for an ad in the first position is 7.94%.The finance and insurance industry spent $4 billion on AdWords in 2011. Financeand insurance related keywords are among the most expensive in AdWords, withsome demanding costs per click (CPCs) over $50.Amazon spent an estimated $55.2 million on AdWords advertising in 2011.
  • 29. Why Use PPC?•Get launched immediately. PPC ads are implemented very quickly. •Instant Traffic - no long waiting time and groups of hungry niche visitors are always searching for information everyday.•Well-Targeted traffic with a broad reach •By reaching out to well-targeted visitors who are already interested in your products or services, you can ensure a higher percentage of success in your campaign. •Obtain specific, pre-qualified, and quality traffic. •Can target by geography•Reach the masses •Major players: Google, Yahoo!, Bing•Only pay when someone clicks •You are in control of your budget
  • 30. Where are Google Ads displayed?•Search Engine Results Pages (SERPS)•Search Network Partners •Ask, Aol, Amazon•Google Maps pages•Google Image pages•Google Shopping pages•Mobile Devices•Google Display Network •Ads appear within the content of other websites
  • 31. Ads on Mobile Devices•Traditional search ads aredisplayed on high-endmobile devices•Ads can include a clickablephone number - clicking willcall the number directly•Often links in with a map
  • 32. Campaign Set-Up•For every campaign you create •Choose a daily budget •Select where ads appear geographically •Select daypart (time of day you wish your ads to run) •Select where your ads appear online (search or display network)•Every adgroup you create (“buckets”) •Must contain a targeted set of keywords (this is very important) •All keywords will share the same set of ads •The ads define the landing page
  • 33. Campaign Set-Up: Match Type Ex: Tennis ShoesBroad match “Your ads could also show for singular/plural forms, synonyms, and other relevant variations” (ads show on: buy tennis shoes, tennis racquet, running shoes, horse shoes, brown shoes)Phrase match (enter keyword with quotes) …Ad [is] eligible to appear when a user searches [your phrase] with other terms before or after the phrase” (ads show on red tennis shoes and not on shoes for tennis, tennis sneakers)Exact match (enter keyword with brackets) “…Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.” (ads show on tennis shoes but not on red tennis shoes or buy tennis shoes) **Don’t forget about adding in NEGATIVE keywords to your campaign**
  • 34. Measuring Success
  • 35. What are you willing to pay per lead or purchase?
  • 36. More Tipso The most important step when setting up a PPC campaign on any search engine is to analyze visitor search patterns and develop a list of relevant keywords that real visitors might type into the search engines when looking for your products and services. o This should go hand-in-hand with any SEO effortso Run multiple ads for the same words and test them against each other or send them to different pages to A/B split test your site or ad copy.o Do not rush for position #1. Settle for positions 4/5/6 as bids will be lower and visibility will also be OK. This will lower your CPC and increase ROI.o Don’t leave your AdWords account on autopilot (constant monitoring)
  • 37. Retargeting