Search Engine Optimisation & AdWords
Presented by Ben Maden, Web Consultant
Search
SERP
Search Engine
Results Page
AdWords™= Adverts for Words
The “map pack”
“Organic” results
What I see…
A race that never ends
And this…
Elephants & Cheetahs
Search Engine Optimisation
•  Slow
•  When handled
right transforms
businesses
•  Can do serious
harm
Google AdWords
•  Fast to implement
and change
•  Can deliver well
•  Can do harm
•  Must be strong to
get best results
How it ALL works…
The Goal - Leads*
* Sales too if you’re
ecommerce enabled
Think about
your website
as a black box
Simple Model
Visitors Leads
Simple Objectives
Most people…
Buy visitors. AdWords, Facebook & SEO
Common Mistake
Buy visitors. AdWords, Facebook & SEO
Where do leads come from?
Visitors Leads
Simple Objectives
Conversion
Rate (%)
Leads = Converted Visitors
Leads = Visitors x Conversion Rate (%)
If your conversion rate is zero (or
very low) are you wa...
Probably
But…
If you’re specific
and get the right
keywords, you will
get the right
visitors and your
conversion rate
will improve.
How to…
Visitors Leads
Simple Objectives
Conversion
Rate (%)
How to improve conversions
Maximise leads you earn from visitors
Be relevant
Be helpful
Don’t get in the way
Leads = Visit...
How to get more visitors
Earn more clicks from Google
Position is the main factor = Higher is better*
Click through rate (...
How to get more visitors
Earn more clicks from Google
Position is the main factor = Higher is better*
Click through rate (...
How to get more visitors
Earn more clicks from Google
Position - Higher is better*
Click through rate (CTR) - Write better...
Why…
Visitors x Conversion Rate = Leads
1000 x 1.8% = 18
1000 x 4.3% = 43
2000 x 1.8% = 36
2000 x 4.3% = 86
Improving conversio...
Why?
When you know you can convert visitors you
can confidently invest in visitors but you can’t
“know” until you’ve got so...
Summary
Virtuous Circle
•  Learn from visitors
•  Changes to improve
conversions
•  Convert visitors
•  Acquire traffic with...
SEO Basics
Fundamentals
of Search Engines
i.  Humans
ii.  Algorithms
Where do people click?
Traffic improvements on page 1
10th to 5th è 60% improvement
5th to 1st è 8 times more
2nd to 1st è 3.5 times more
10th...
Exponential returns è Focus
The numbers PROVE it is better to be #1 for one
keyword than 10 equivalent words at number te...
Exponential returns è Focus
2nd to 1st = 3.5 times more
Fundamentals
of Search Engines
i.  Humans
ii.  Algorithms
Google wants you to know...
How
changed the world
Timewarp... before Google (1)
A
Target phrase
Who should rank?
B
Target phrase
C
Target phrase
Who should rank? All three… but in what order?
•  Same use of target phrase
•  Nothing to distinguish
A
Target phrase
B
Ta...
Timewarp... before Google (3)
Who should rank?
•  Alphabetical? AAA Plumber
•  Time? First, last, frequently updated etc.
...
Timewarp... before Google (3)
Who should rank?
•  STUFF in those keywords (bad!)
•  Poor quality results… enter Google.
A
...
Two things...
1. Don’t be Evil
2. What others say about
you is more important
than what you say about
yourself
http://en.w...
Timewarp… Google shakes it up
Who should rank?
•  Google looks at external factors
•  External “votes” are much more trust...
What others say… Link = Vote
The website giving the link could lose a visitor.
Hyperlink code:
<a href=“http://www.destina...
Who should rank?
• External “votes” are much more trustworthy
• B has 2.5 links
• C has 3.5 links
Timewarp… Google shakes ...
Timewarp… Google shakes it up
Your website.
You’re responsible.
You’re banned!
D	
   E	
   F	
   G	
   H	
  
A
Target phra...
SEO is...
Search Engine Optimisation (SEO) is the
process of improving the visibility of a
web site in search engines
Wiki...
Search Intent
SEO & AdWords
What people
want &
search for
Focus on the right keywords...
What you
do for
customers
Mismatch
Consider
Intent
Google makes it easy
Focus on the right keywords...
What people
want &
search for
What you
do for
customers
Visitors (in) Leads (out)
Install Analytics & Goal Tracking
Multiplier Effect
Visitors x Conversion Rate = Leads
1000 x 1.8% = 18
1000 x 4.3% = 43
2000 x 1.8% = 36
2000 x 4.3% = 86
I...
“Goal Tracking” is part of Google Analytics
Track visitors over time (in)
Track “goals” over time (out)
8x
18x
Keywords
SEO & AdWords
SEO Pyramid
Words
Links
Osteopath Brisbane - Flash
Flash Website
Handy Dandy Content Audit Template by John McCrory 2008
Content Audit...
•  What do you have?
•  What do you need?
•  What...
•  Tuning the website for specific key phrases
–  Title tag <title>Search Engine Optimisation</title>
–  Meta description
–...
•  Meta Descriptions
–  Not just about keywords
–  Think about why someone would click
–  Click through rate (CTR)
–  Must...
SEO Links
Link Building can be hard…
Links - What exactly are they?
Hyperlink code:
<a href=“destination.html”>Clickable Text</a>
How it looks:
Clickable Text
Timewarp… Google shakes it up
Your website.
You’re responsible.
You’re banned!
D	
   E	
   F	
   G	
   H	
  
A
Target phra...
Evaluating SEO value
Geography
Trust
Strength
Meaning
Evaluating SEO value
Geography
Trust
Strength
Meaning
Does it look spammy?
How many websites does it link to?
What does it...
Trust
“Seeds of trust” and “hops”.
Paddy Moogan’s - Link Building Book, 2013
http://www.linkbuildingbook.com/
Authorship
Connect Authorship into your website…
rel=“publisher” è Reference your Google+
rel=“author” è Reference your ...
Local+
Claim Existing
Pages
Keep information
consistent (phone)
Do not duplicate
descriptions
Now Part of
Google+
Create something…
•  Interesting
•  Useful
•  Helpful
•  Emotional
•  Exciting
•  All of the above.
Link Bait
Earning Links
Micro Spy Remote 263 links
http://www.thinkgeek.com/product/9a06/ 2 RDs
Unicorn Meat 2,129 links
http://www....
What works well?
•  Short form content
–  Definitions
–  Quotable
–  Statistic
•  Rank for it
–  E.g. Prostates Stats
Create great content
•  Fun/Cute – Cats
•  Original Research - Danny Sullivan compared spam
•  Newsletters - Keep front of...
What Experiences will earn an impact?
Likeability?
Engagement?
Trust?	
  
“Automated” Link Building
Ask for links
• If someone mentions your brand (or you)
• Uses an image without permission
How? ...
“Automated”
Link Building
Use Google Alerts &
contact websites that use
your photos asking for
“photo credit”. Case study
...
“Automated” Link Building
Tools
•  Google Alerts
•  Canned Responses for Gmail
•  Boomerang for Gmail
•  Reverse image sea...
Remember this?
Elephants & Cheetahs
Search Engine Optimisation
•  Slow
•  When handled
right transforms
businesses
•  Can do serious
harm
Google AdWords
•  Fast to implement
and change
•  Can deliver well
•  Can do harm
•  Must be strong to
get best results
Google AdWords
How the Ads are Ranked?
How the Ads are Ranked?
Not just by money
How the Ads are Ranked..
How do we get a better
Quality Score (QS) ?
AdRank = QS x Bid
An Ad Auction
Quality	
  
Score	
  
Bid	
  	
  
Amount	
  
Ad	
  
Rank	
  
Posi8on	
  
5	
   $5.50	
   27.5	
   Third	
  
...
And if you’re awesome
You don’t pay the $3.50 you had bid
because of the Quality Score.
You would actually you pay 2 cents...
Quality Score is made of…
•  Click Through Rate (CTR)
•  Relevance (Keyword)
–  Ads to Keyword
–  Keyword to Landing Page
...
Quality Score is made of…
•  Click Through Rate (CTR)
•  Relevance (Keyword)
–  Ads to Keyword
–  Keyword to Landing Page
...
Virtuous Circle
•  Run a Good Account
–  Housekeeping
–  Don’t add junk
–  Use real search data
to reduce waste
•  Get a h...
Search Engine Optimisation vs AdWords
SEO
•  Rankings based on
links
•  Can takes a long time
to work, 3-6 months
perhaps ...
 
Ben Maden
Office 07 3117 2300
ben@mattersolutions.com.au
www.mattersolutions.com.au
Thank you
SEO Training Day
Wednesday 2...
History in a Nutshell
2000 Web Consultant building & marketing websites
2003/4 MBA from Cass Business School
2004 Doing “S...
Search Engine Optimisation and Google AdWords
Search Engine Optimisation and Google AdWords
Search Engine Optimisation and Google AdWords
Search Engine Optimisation and Google AdWords
Search Engine Optimisation and Google AdWords
Search Engine Optimisation and Google AdWords
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Search Engine Optimisation and Google AdWords

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Published on

A Comprehensive look at Web Marketing from conversions on your website through to creating a virtuous circle of performing ads with AdWords.

Published in: Marketing, Technology, Business

Search Engine Optimisation and Google AdWords

  1. 1. Search Engine Optimisation & AdWords Presented by Ben Maden, Web Consultant
  2. 2. Search
  3. 3. SERP Search Engine Results Page
  4. 4. AdWords™= Adverts for Words
  5. 5. The “map pack”
  6. 6. “Organic” results
  7. 7. What I see…
  8. 8. A race that never ends
  9. 9. And this…
  10. 10. Elephants & Cheetahs
  11. 11. Search Engine Optimisation •  Slow •  When handled right transforms businesses •  Can do serious harm
  12. 12. Google AdWords •  Fast to implement and change •  Can deliver well •  Can do harm •  Must be strong to get best results
  13. 13. How it ALL works…
  14. 14. The Goal - Leads* * Sales too if you’re ecommerce enabled
  15. 15. Think about your website as a black box Simple Model
  16. 16. Visitors Leads Simple Objectives
  17. 17. Most people… Buy visitors. AdWords, Facebook & SEO
  18. 18. Common Mistake Buy visitors. AdWords, Facebook & SEO
  19. 19. Where do leads come from?
  20. 20. Visitors Leads Simple Objectives Conversion Rate (%)
  21. 21. Leads = Converted Visitors Leads = Visitors x Conversion Rate (%) If your conversion rate is zero (or very low) are you wasting money buying more visitors?
  22. 22. Probably
  23. 23. But… If you’re specific and get the right keywords, you will get the right visitors and your conversion rate will improve.
  24. 24. How to…
  25. 25. Visitors Leads Simple Objectives Conversion Rate (%)
  26. 26. How to improve conversions Maximise leads you earn from visitors Be relevant Be helpful Don’t get in the way Leads = Visitors x Conversion Rate (%) The Conversion Rate (%) is measurable. Improve it.
  27. 27. How to get more visitors Earn more clicks from Google Position is the main factor = Higher is better* Click through rate (CTR) = Write better *We’ll come back to this. Depends on whether SEO or AdWords
  28. 28. How to get more visitors Earn more clicks from Google Position is the main factor = Higher is better* Click through rate (CTR) = Write better *We’ll come back to this. Depends on whether SEO or AdWords
  29. 29. How to get more visitors Earn more clicks from Google Position - Higher is better* Click through rate (CTR) - Write better *We’ll come back to this. Depends on whether SEO or AdWords Visitors = Impressions x CTR The number of impressions varies over time because of seasonal trends. CTR is measurable. Improve it.
  30. 30. Why…
  31. 31. Visitors x Conversion Rate = Leads 1000 x 1.8% = 18 1000 x 4.3% = 43 2000 x 1.8% = 36 2000 x 4.3% = 86 Improving conversion rates and visitors numbers will multiply your result. Visitors AND Conversions
  32. 32. Why? When you know you can convert visitors you can confidently invest in visitors but you can’t “know” until you’ve got some visitors. Start carefully and build a virtuous cycle
  33. 33. Summary Virtuous Circle •  Learn from visitors •  Changes to improve conversions •  Convert visitors •  Acquire traffic with confidence •  Repeat Vicious Circle •  Buying traffic seems like a waste of time and money •  No one is interested •  Changing the website doesn’t seem to help •  Give up
  34. 34. SEO Basics
  35. 35. Fundamentals of Search Engines i.  Humans ii.  Algorithms
  36. 36. Where do people click?
  37. 37. Traffic improvements on page 1 10th to 5th è 60% improvement 5th to 1st è 8 times more 2nd to 1st è 3.5 times more 10th to 1st è 12-14 times more
  38. 38. Exponential returns è Focus The numbers PROVE it is better to be #1 for one keyword than 10 equivalent words at number ten…
  39. 39. Exponential returns è Focus 2nd to 1st = 3.5 times more
  40. 40. Fundamentals of Search Engines i.  Humans ii.  Algorithms
  41. 41. Google wants you to know...
  42. 42. How changed the world
  43. 43. Timewarp... before Google (1) A Target phrase Who should rank? B Target phrase C Target phrase
  44. 44. Who should rank? All three… but in what order? •  Same use of target phrase •  Nothing to distinguish A Target phrase B Target phrase C Target phrase Timewarp... before Google (2)
  45. 45. Timewarp... before Google (3) Who should rank? •  Alphabetical? AAA Plumber •  Time? First, last, frequently updated etc. A Target phrase B Target phrase C Target phrase
  46. 46. Timewarp... before Google (3) Who should rank? •  STUFF in those keywords (bad!) •  Poor quality results… enter Google. A Target phrase B Target phrase C Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase
  47. 47. Two things... 1. Don’t be Evil 2. What others say about you is more important than what you say about yourself http://en.wikipedia.org/wiki/Don't_be_evil
  48. 48. Timewarp… Google shakes it up Who should rank? •  Google looks at external factors •  External “votes” are much more trustworthy Your website. You’re responsible. You’re banned! D   E   F   G   H   A Target phrase B Target phrase C Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase
  49. 49. What others say… Link = Vote The website giving the link could lose a visitor. Hyperlink code: <a href=“http://www.destination.com.au”>Clickable Text</a> How it looks: Clickable Text
  50. 50. Who should rank? • External “votes” are much more trustworthy • B has 2.5 links • C has 3.5 links Timewarp… Google shakes it up Your website. You’re responsible. You’re banned! D   E   F   G   H   A Target phrase B Target phrase C Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase I  
  51. 51. Timewarp… Google shakes it up Your website. You’re responsible. You’re banned! D   E   F   G   H   A Target phrase B Target phrase C Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase I   Who should rank? Links = Votes E’s link to B is stronger B would rank above C
  52. 52. SEO is... Search Engine Optimisation (SEO) is the process of improving the visibility of a web site in search engines Wikipedia
  53. 53. Search Intent SEO & AdWords
  54. 54. What people want & search for Focus on the right keywords... What you do for customers Mismatch Consider Intent
  55. 55. Google makes it easy
  56. 56. Focus on the right keywords... What people want & search for What you do for customers
  57. 57. Visitors (in) Leads (out) Install Analytics & Goal Tracking
  58. 58. Multiplier Effect Visitors x Conversion Rate = Leads 1000 x 1.8% = 18 1000 x 4.3% = 43 2000 x 1.8% = 36 2000 x 4.3% = 86 Improving conversion rates and visitors numbers will multiply your result AND improving your keyword selection will do both.
  59. 59. “Goal Tracking” is part of Google Analytics Track visitors over time (in) Track “goals” over time (out) 8x 18x
  60. 60. Keywords SEO & AdWords
  61. 61. SEO Pyramid Words Links
  62. 62. Osteopath Brisbane - Flash
  63. 63. Flash Website
  64. 64. Handy Dandy Content Audit Template by John McCrory 2008 Content Audit... •  What do you have? •  What do you need? •  What should you remove?
  65. 65. •  Tuning the website for specific key phrases –  Title tag <title>Search Engine Optimisation</title> –  Meta description –  In the body text –  Internal Links, use text •  Beware of classic mistakes –  Stuffing / Spammy tactics –  Not enough text Words - Page Optimisation
  66. 66. •  Meta Descriptions –  Not just about keywords –  Think about why someone would click –  Click through rate (CTR) –  Must be attractive Words - Page Optimisation
  67. 67. SEO Links
  68. 68. Link Building can be hard…
  69. 69. Links - What exactly are they? Hyperlink code: <a href=“destination.html”>Clickable Text</a> How it looks: Clickable Text
  70. 70. Timewarp… Google shakes it up Your website. You’re responsible. You’re banned! D   E   F   G   H   A Target phrase B Target phrase C Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase Target phrase I   Who should rank? Links = Votes E’s link to B is stronger B would rank above C
  71. 71. Evaluating SEO value Geography Trust Strength Meaning
  72. 72. Evaluating SEO value Geography Trust Strength Meaning Does it look spammy? How many websites does it link to? What does it link to? How many pages link to it? How many domains link to it? What is its Page Rank? Domain name. The address* Where does it rank? Which Google? Website à Page à “Anchor Text”
  73. 73. Trust “Seeds of trust” and “hops”. Paddy Moogan’s - Link Building Book, 2013 http://www.linkbuildingbook.com/
  74. 74. Authorship Connect Authorship into your website… rel=“publisher” è Reference your Google+ rel=“author” è Reference your Google+ Your author page ç Contributor to, Google+ Positive impact on click through rates (CTR) The Author Graph is well underway. Google’s official announcement http://googlewebmastercentral.blogspot.com.au/2011/06/authorship-markup-and-web-search.html
  75. 75. Local+ Claim Existing Pages Keep information consistent (phone) Do not duplicate descriptions Now Part of Google+
  76. 76. Create something… •  Interesting •  Useful •  Helpful •  Emotional •  Exciting •  All of the above.
  77. 77. Link Bait
  78. 78. Earning Links Micro Spy Remote 263 links http://www.thinkgeek.com/product/9a06/ 2 RDs Unicorn Meat 2,129 links http://www.thinkgeek.com/product/e5a7/ 37 RDs
  79. 79. What works well? •  Short form content –  Definitions –  Quotable –  Statistic •  Rank for it –  E.g. Prostates Stats
  80. 80. Create great content •  Fun/Cute – Cats •  Original Research - Danny Sullivan compared spam •  Newsletters - Keep front of mind impact on exposure with other website therefore links •  Controversy – Upset people (not recommended for your brand) •  Social Media - Tw, Li, FB - where are your customers and what are they doing •  Conference presentation - Recognition •  Lists - 13 tips when hiring a Tradie •  Get a Blog - be an authority, "no excuse for a company not to have a blog" (March 2010) •  Howto - Long tail content, just a few links (the right links) is enough when resources are •  Tutorials - guide someone through a problem you've had •  Videos - making some videos screen cast + ppt, piece to camera very helpful Use the same content different ways…
  81. 81. What Experiences will earn an impact?
  82. 82. Likeability?
  83. 83. Engagement?
  84. 84. Trust?  
  85. 85. “Automated” Link Building Ask for links • If someone mentions your brand (or you) • Uses an image without permission How? Google Alerts…
  86. 86. “Automated” Link Building Use Google Alerts & contact websites that use your photos asking for “photo credit”. Case study – I did this for a client and sent 16 emails, getting 15 links Examples from Paddy Moogan From Mozcon, July 2012 http://www.linkbuildingbook.com/
  87. 87. “Automated” Link Building Tools •  Google Alerts •  Canned Responses for Gmail •  Boomerang for Gmail •  Reverse image search
  88. 88. Remember this?
  89. 89. Elephants & Cheetahs
  90. 90. Search Engine Optimisation •  Slow •  When handled right transforms businesses •  Can do serious harm
  91. 91. Google AdWords •  Fast to implement and change •  Can deliver well •  Can do harm •  Must be strong to get best results
  92. 92. Google AdWords
  93. 93. How the Ads are Ranked?
  94. 94. How the Ads are Ranked? Not just by money
  95. 95. How the Ads are Ranked.. How do we get a better Quality Score (QS) ? AdRank = QS x Bid
  96. 96. An Ad Auction Quality   Score   Bid     Amount   Ad   Rank   Posi8on   5   $5.50   27.5   Third   7   $4.40   30.8   Second   9   $3.50   31.5   First   This is run for every keyword, for every search.
  97. 97. And if you’re awesome You don’t pay the $3.50 you had bid because of the Quality Score. You would actually you pay 2 cents more than the minimum bid. What you pay = Competitors Ad Rank ÷ Your QS 30.8 ÷ 9 = 3.42 + 2 cents = $3.44
  98. 98. Quality Score is made of… •  Click Through Rate (CTR) •  Relevance (Keyword) –  Ads to Keyword –  Keyword to Landing Page –  User Experience These are based on historical data in general and specific to your account.
  99. 99. Quality Score is made of… •  Click Through Rate (CTR) •  Relevance (Keyword) –  Ads to Keyword –  Keyword to Landing Page –  User Experience These are based on historical data in general and specific to your account. A good historical record of your performance is like an excellent reputation
  100. 100. Virtuous Circle •  Run a Good Account –  Housekeeping –  Don’t add junk –  Use real search data to reduce waste •  Get a high Quality Score •  You can pay less for the same or better
  101. 101. Search Engine Optimisation vs AdWords SEO •  Rankings based on links •  Can takes a long time to work, 3-6 months perhaps much longer •  Take care to avoid spammy tactics Google AdWords •  Position based on Quality Score x $(bid) •  Appear immediately •  Stop paying, stops immediately •  Take care to avoid spammy tactics
  102. 102.   Ben Maden Office 07 3117 2300 ben@mattersolutions.com.au www.mattersolutions.com.au Thank you SEO Training Day Wednesday 21st May Full day of training $550 $110 off for CPA attendees Discount Code: CPA110
  103. 103. History in a Nutshell 2000 Web Consultant building & marketing websites 2003/4 MBA from Cass Business School 2004 Doing “SEO” + Google AdWords accounts 2006 Moved to Australia 2008 Google AdWords Qualified 2009 Focus on Australia 2010 Building a team of Website Experts 2011 SEO/AdWords Management 2012 Social Media & WordPress Expertise  

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