Get Leads- Search Engine Optimization SEO, Google Adwords Marketing
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Get Leads- Search Engine Optimization SEO, Google Adwords Marketing

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Get higher website ranking in Google through some simple, DIY SEO techniques. ...

Get higher website ranking in Google through some simple, DIY SEO techniques.
Understand how effective SEO and Google Adwords Advertising can help improve your website traffic.
Understand how Google Adwords system works and how you can improve conversions and visitors to your website.

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    Get Leads- Search Engine Optimization SEO, Google Adwords Marketing Get Leads- Search Engine Optimization SEO, Google Adwords Marketing Presentation Transcript

    • Strategies to Improve Google Results Sales@maverickmav.com.au M: +61 433 343 120 T: (Australia Wide):1300 618 418 T(Intl): +61 2 8065 6758 Then Then Man Man isAll product and company names mentioned herein are trademarks or Mav Pty trademarks of their is Maverick registered Ltd respective owners. 1
    • Disclaimer •We have strived to be as accurate and complete as possible in the creation of this presentation, notwithstanding the fact that we do not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. •While all attempts have been made to verify information provided in this presentation, we assume no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Audience is cautioned to rely on their own judgment about their individual circumstances to act accordingly. •This presentation is not intended for use as a source of legal, business, accounting or financial advice. •All product and company names mentioned herein are trademarks or registered trademarks of their respective owners. He He He He he sales@maverickmav.com.au he 2
    • Mark Zuckerberg Larry Page Sergey Brin He He He He he sales@maverickmav.com.au he
    • .Com is Quick & Cost Effective. 1. Marketing, Customer Acquisition & Supporting your customers on the internet is the cheapest and most efficient strategy. The average Cost Per Acquisition (CPA) for search was $8.50, considerably lower than the CPA for the yellow pages ($20). Source: Piper Jaffray & Co He He He He he sales@maverickmav.com.au he
    • QUESTION How are you searching for products and services? Flyers/Catalogues Community Newspaper In Store Newspaper Magazines Yellow Pages He He He He he sales@maverickmav.com.au he 5
    • He He He He he sales@maverickmav.com.au he 6
    • Organic VS PPC He He He He he sales@maverickmav.com.au he 7
    • Why Search Marketing • Search Marketing, remains the fastest- growing area of the internet, increasing by 25 per cent last financial year (SMH, Aug 2009) He He He He he sales@maverickmav.com.au he 8
    • Why Google Search Marketing • There are now 13.8 million online users in Australia, - Nielsen, Aug 2009 • Google’s "unique audience―/month could top 11 million (SMH Aug 2009) He He He He he sales@maverickmav.com.au he 9
    • Why Google & Why this Hype • More than 4.5 million clothing-related searches were performed through Google Australia every week in June. (SMH article 09) • With nearly 10 million visitors a month Google is the most visited website in Australia. Nine out of every 10 searches made on the internet is through Google. Those eyeballs translate into an estimated 90 per cent share of search advertising - the fastest growing He He area in online advertising. He He he sales@maverickmav.com.au he 10
    • Search Engine Marketing • Promoting websites through higher listing on search engines, for the desired keywords related to your products/services offerings. 1. Search Engine Optimisation (Organic Listing) 2. Pay Per Click/Paid Marketing/Google Advertising/Search Advertising/AdWordsTM He He He He he sales@maverickmav.com.au he 11
    • Local Search He He He He he sales@maverickmav.com.au he
    • Google Map He He He He he sales@maverickmav.com.au he 13
    • Question What is the most neglected part of websites? & Least outsourced? He He He He he sales@maverickmav.com.au he 14
    • Question CONTENT (SEO) He He He He he sales@maverickmav.com.au he 15
    • Question The TOP reason why nearly all websites’ launch gets delayed? He He He He he sales@maverickmav.com.au he 16
    • Question CONTENT (SEO) He He He He he sales@maverickmav.com.au he 17
    • Question What is the single most important factor for higher SE rankings He He He He he sales@maverickmav.com.au he 18
    • Question CONTENT (SEO) He He He He he sales@maverickmav.com.au he 19
    • SEO- Key Elements • Links • Content • Architecture He He He He he sales@maverickmav.com.au he
    • Search Engine Optimisation • Onsite Optimisation • Offsite Optimisation He He He He he sales@maverickmav.com.au he
    • SEO- Onsite Optimisation (Content + Architecture) • Optimising the website to make it search engine friendly • Content- Unique, Authority, Topical, Valuable, Keyword rich, fresh (Warning!- Keyword Spamming/Stuffing) • Meta tags optimisation- Meta Keyword X • Meta Description- V.Important • Internal linking • W3C He He • He Sitemap- Submit to Google He he sales@maverickmav.com.au he
    • Google Snippet He He He He he sales@maverickmav.com.au he
    • SEO- Offsite Optimisation He He He He he sales@maverickmav.com.au he
    • SEO- Offsite Optimisation • Commenting on other same themed blogs • Digg • Press Releases • Participating on discussion forums • Directory submissions • Yahoo Answers • Article writing • Gumtree, answers, wikipedia • He Link Building- All Above He He He he sales@maverickmav.com.au he
    • Search Engine Optimisation Advantages • Free quality traffic to the website • Long lasting results • Visitors trust organic results more than the paid results. • Lower CPA Vs. PPC over the longer term He He He He he sales@maverickmav.com.au he
    • Search Engine Optimisation Disadvantages • Overdoing or using ‘black hat’ methods will block the site in search index. • Cannot appear in top placements for all potential keywords. • Change in Search Engine Algo can immediately drop the ranking • To keep writing fresh quality content and working on link building can be time consuming. • Typically takes around 8-12 months, for a new website, to start seeing measurable results. • He No Guarantees – Tricky. Beware! He He He he sales@maverickmav.com.au he
    • SEO- Do’s & Don’ts He He He He he sales@maverickmav.com.au he
    • Do’s- Content is King • Create Original, relevant, useful content for your prospective customers. E.g.  Write educational articles  News items  Press releases  Create FAQ content  Add more onsite web page content  ADD A BLOG – Update frequently • Convert this to search engine friendly content before publishing. • Use internal page hyperlinks for keywords to link to other relevant content created by you. • Distribute this content:  Publish it on your website  Submit to article websites  Submit Press Releases  Submit to other bloggers  Twitter about it  Submit it to sites like Digg.com and ask your friends to ‘digg’ it. • He Link back to your website. He He He he sales@maverickmav.com.au he
    • Do’s - Link Building • Create Free tools relevant to your business • Establish links with other quality websites- themed, PR, limited out going links • Post- Humour, Videos (Host on your site. Do NOT make a file) • See where your competitors are getting their links from. See if you can get a link from those sites • Directory submission – Randomise anchor text, Description • Article writing – Randomise anchor text. !Do not submit same article to many websites! • Take links from your suppliers & partners • Comments on Blogs, Discussion forums (Do Follow) • Run competitions • Maintain a spreadsheet/tools • Maintain a Blog • He https://siteexplorer.search.yahoo.com/ He He He he sales@maverickmav.com.au he
    • Some Don’ts • Duplicate Content • Keyword stuffing/spamming • Over hyperlinking • Too many outgoing links • Using the same colour text as your site’s backgound • Fast build-up of links • FFA, links from link farms, bad neighbourhoods, pages with too many outgoing links. • Domain name cloaking • Use automated link building tools • Fast directory submission He He He He he sales@maverickmav.com.au he
    • Online Press Release • Submit lots of Press Releases about your company, activities, new launches, services, offers, etc to online PR sites. • Search Engines now dynamically pickup News and Blog stories and give them a great ranking • If picked by media, any coverage could be a potential link+ Readership bringing direct traffic • Releases by themselves, when disseminated through wire services, become a linkback He He He He he sales@maverickmav.com.au he
    • Online Press Release He He He He he sales@maverickmav.com.au he
    • Press Release Service • www.prweb.com • www.maverickmav.com.au • www.prnewswire.com • www.Express-Press-Release.com • www.Free-News-Release.com • www.Free-Press-Release.com He He He He he sales@maverickmav.com.au he
    • Article Writing & Submission • Build Links • Get referral visitors • Build authority • Write SEO'ed articles on your area of expertise. • Submit It To Article Sites. • More Backlinks = More page rank + Higher in SERP He He He He he sales@maverickmav.com.au he
    • Article Submission Websites • EzineArticles.com • Webpronews.com • GoArticles.com • ArticleDashboard.com • ArticleCity.com • ArticlesBase.com He He He He he sales@maverickmav.com.au he
    • Create Account In Ezinearticles He He He He he sales@maverickmav.com.au he
    • Article Writing & Submission- Some Don’ts • Keyword stuffing/spamming • Duplicate articles • Submission of same article to many sites • Too lengthy • Factual & correct He He He He he sales@maverickmav.com.au he
    • Why blog? • SEO strategy • Increases Visitor stickiness. Reduces Bounce Rates • Premium pricing • Repeat visitors • Backlinks • Refer a Friend • Income producing profession He He He He he sales@maverickmav.com.au he
    • No longer another face in the crowd He He He He he sales@maverickmav.com.au he
    • Introduction To AdWordsTM • Google AdWordsTM is Google's advertising program. AdWordsTM lets you create simple, effective ads and display them to people already searching online for information related to your business. • So how is it possible to show your He ads only to the most relevant He He He he audiences? sales@maverickmav.com.au he 41
    • Introduction to AdWords TM Your customers see your ad when they search He He He He he sales@maverickmav.com.au he 42 Your ad reaches users at the moment they demonstrate interest
    • What is Google Advertising? Your customers see your ad when they surf Google Network properties He He He He he sales@maverickmav.com.au he Google technology places your ad on the most relevant content pages 43
    • The answer is keyword-based advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience He He He He he sales@maverickmav.com.au he 44
    • Features of Google AdWordsTM • Google & Search Network – Display ads along with Google search results and other search partners like AOL, Froogle etc... • Google Content Network – Display ads on topic specified website, news sites, etc.. where ever related to the ad. • Language & Location Targeting – Target people speaking only certain language or from certain country (State, City or within 20 Kms of your office) - or both • Placement Targeting – Choose the site and start advertising He there. Image Ads, Video Ads, etc He He He he sales@maverickmav.com.au he 45
    • Benefits Of AdWords TM • Reach – Reach only the potential customers who are currently searching for your services and products. • Cost – You set the daily budget and amount willing to pay per each click. • Timing – Instantly display your ads & start driving traffic- Pause/Resume- Campaigns, Adgroups & Keywords • Flexibility & Control – Have full control over the account • Fast Results He He He He • he  Tweak in Analyse Test sales@maverickmav.com.au Real Time he 46
    • Disadvantages • PPC can be expensive if not set up and monitored efficiently. • Click frauds. • Will take some time to understand what is working and what is not. • Stop the campaign- Zero Enquiries • Some PPC systems can be quite complex to He understand and manage He He He he sales@maverickmav.com.au he 47
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 48
    • Key Steps with Search Keyword Discovery (& Bid Price) & Target Geography Advertisement Copy (Relevant, Attractive, Offer, C 2 Action) Landing Page (Relevant, Download, Pro., Offer, C 2 Action, Conversion) He He He He he sales@maverickmav.com.au he 49
    • Creating Google AdWordsTM Account  He He He He he sales@maverickmav.com.au he 50
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 51
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 52
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 53
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 54
    • Creating Google AdWordsTM Account • He He He He he sales@maverickmav.com.au he 55
    • Creating Google AdWordsTM Account • He He He He he sales@maverickmav.com.au he 56
    • Creating Google AdWordsTM Account He He He He he sales@maverickmav.com.au he 57
    • AdWords TM Account Structure He He He He he sales@maverickmav.com.au he 58
    • Key Definitions • Impression (Impr.) The number of times an ad is displayed on Google or the Google Network. • Max. Cost-per-click (CPC) Maximum amount you're willing to pay each time a user clicks on your ad. • Cost-per-thousand impressions (CPM) With placement-targeted ad campaigns, you may also choose the maximum amount you are willing to pay for each thousand impressions, or views of your ad. • Click-through Rate (CTR) Number of clicks your ad receives divided by the number of times your ad is shown (impressions). • Conversion Rate: The number of conversions your ad yields divided by the number of times your ad is clicked. He• Quality Score: He AdWords system calculates a 'Quality Score' for each of your keywords. In He He general, a high Quality Score means that your keyword will trigger ads in a higher he position and at a lower cost-per-click (CPC). sales@maverickmav.com.au he 59
    • Campaign Setup He He He He he sales@maverickmav.com.au he 60
    • Campaign Setup He He He He he sales@maverickmav.com.au he 61
    • Campaign Setup He He He He he sales@maverickmav.com.au he 62
    • Ad Extensions He He He He he sales@maverickmav.com.au he
    • Ad Extensions He He He He he sales@maverickmav.com.au he
    • Campaign Setup He He He He he sales@maverickmav.com.au he 65
    • Campaign Adgroups He He He He he sales@maverickmav.com.au he 66
    • Adgroup Setup He He He He he sales@maverickmav.com.au he 67
    • A Typical AdWords TM Ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL (35 character limit) He •Destination URL: 1024 charactersHe He He he sales@maverickmav.com.au he 68
    • AdCopy - Editorial Policy - Caps, Exclamation, punctuation - Trademark He He He He he sales@maverickmav.com.au he 69
    • Writing Great Ad Copy • Create simple, enticing ads. • Include prices and promotions. “OFFER” • Use a strong call-to-action. “Action” • Include one of your keywords in your ad text. Choose the best destination URL • Test multiple ads in each ad group. He He He He he sales@maverickmav.com.au he 70
    • Adgroup Setup He He He He he sales@maverickmav.com.au he 71
    • Adgroups Keywords • Few Keywords per adgroup • Use Match Type carefully- Try to use Phrase or Exact • Make sure you add Negative Keywords He He He He he sales@maverickmav.com.au he 72
    • Keywords  Match Types • Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. keyword • Phrase match narrows your reach by requiring the words to appear in that exact order in the keyword searched. Plural as well. “key phrase” • Exact match further narrows your reach by showing your ad when the exact phrase is used in the search — without any other words before, between, or after. [key phrase] • He Negative match eliminates searched phrases you don't want He He your ad to appear on, such as reviews, contract. -keyword He he sales@maverickmav.com.au he 73
    • Negative Keywords He He He He he sales@maverickmav.com.au he
    • Key Principles for Search Keyword Discovery (& Match Type) & Target Geography Advertisement Copy (Relevant, Attractive, Offer, C 2 Action) Landing Page (Relevant, Download, Pro., Offer, C 2 Action, Conversion) He He He He he sales@maverickmav.com.au he 75
    • Negative Keywords He He He He he sales@maverickmav.com.au he
    • Keyword Suggestion Tool • He He He He he sales@maverickmav.com.au he 77
    • Campaign Adgroups He He He He he sales@maverickmav.com.au he 78
    • Retargeting/Remarketing! • Remarketing allows you to reach people who previously visited your website, and match the right people with the right message. You can show them users these messages as they browse sites across the Google Content Network. He He He He he sales@maverickmav.com.au he
    • Retargeting/Remarketing! He He He He he sales@maverickmav.com.au he
    • Retargeting/Remarketing! He He He He he sales@maverickmav.com.au he
    • Organise Adgroups • Adgroup 1:Nokia Mobile – Keywords: – Buy Nokia Mobile – Nokia Mobile Store – Purchase Nokia Mobile • Adgroup 2: Samsung Mobile – Keywords: – Buy samsung mobile He – Samsung mobile online store He He He he – Purchase Samsung mobile sales@maverickmav.com.au he 82
    • Quality Score • QS- Calculated every time your keyword matches a search query • QS is used in several different ways, including: – influencing your keywords' actual cost-per-clicks (CPCs) – estimating the first page bids that you see in your account – determining if a keyword is eligible to enter the ad auction that occurs when a user enters a search query He – affecting how high your ad will be ranked He He He he sales@maverickmav.com.au he
    • Quality Score • Quality Score for Google and the search network – The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google – Your account history, which is measured by the CTR of all the ads and keywords in your account – The historical CTR of the display URLs in the ad group – The quality of your landing page – The relevance of the keyword to the ads in its ad group – The relevance of the keyword and the matched ad to the search query – Your account's performance in the geographical region where the ad will be shown – Other relevance factors • Note that there are slight variations to the Quality Score formula when it affects ad position and first page bid: • For calculating a keyword-targeted ad's position, landing page quality is not a factor. Also, when calculating ad position on a search network placement, Quality Score considers the CTR on that particular placement in addition to CTR on Google. • For calculating first page bid, Quality Score doesn't consider the matched ad or search query, since this estimate appears as a metric in your account and doesn't vary per search He query. He He He he sales@maverickmav.com.au he
    • Quality Score • In general, the higher your Quality Score, the lower your costs and the better your ad position. • QS = $$ + Rank He He He He he sales@maverickmav.com.au he
    • Keyword Research Tools  https://adwords.google.com.au/select/Tools  Google Suggestion On Search Bar  Google AdWordsTM Keyword Research Tool  Google Search Based Keyword Tool.  He Insight For Search He He He he sales@maverickmav.com.au he 86
    • Opportunities He He He He he sales@maverickmav.com.au he
    • Search Based Keyword Tool He He He He he sales@maverickmav.com.au he
    • Search-based keyword tool He He He He he sales@maverickmav.com.au he
    • Report Center He He He He he sales@maverickmav.com.au he 90
    • Web Analytics Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. - www.webanalyticsassociation.org He He He He he sales@maverickmav.com.au he 91
    • Why Web Analytics What you cannot Measure, you cannot Achieve Insights on visitor behaviour and site performance.- what we think is working & what is not He He He He he sales@maverickmav.com.au he 92
    • Constant Improvements of KPIs Track Analyse  Modify  Test He He He He he sales@maverickmav.com.au he
    • How To Create Google Analytics • Directly @ www.google.com/analytics • AdWordsTM Account He He He He he sales@maverickmav.com.au he 94
    • Google Analytics KPI • Bounce Rate • Pages/Visit • Goals • Keywords • Traffic Sources • Entrance Paths He He He He he sales@maverickmav.com.au he 95
    • Google AdWords TM Questions? He He He He he sales@maverickmav.com.au he 96
    • Thank You He He He He he sales@maverickmav.com.au he 97