4. Analytics A Closer Look Search queries On the Blog
5. The XML Sitemap Provides a roadmap to help the Google search engine crawl a website more effectively. Good for sites with AJAX or FLASH or a site that does not have good internal linking HTML Sitemap Can only be read by Google There are Pro and Con arguments
6. The Cascading Style Sheet (CSS) Programming style that adds fonts, colors, spacing, navigation to web documents one time rather than on all pages. Good for SEO Search Engine friendly layouts Can eliminate tables Flexibility http://www.w3.org/
7. Websites When did GoogleBot last visit and what did it see? Click on “Cached”
8. Put the “F” in Your Site Heatmaps from user eyetracking studies of three websites.
16. Cloaking- showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty.
17. Invisible Text- Creatinga “white on white” page that only the bots, crawlers and spiders can see with keyword all over them
18. Doorway Pages- Pagesmade up for particular search terms for search engines that clutter the search resultsGoogle Jail
19. Images Don’t Rule Oh, yea, I remember, its called the Alt Tag Workaround <imgsrc="../skin1/images/home/Tea.jpg" alt="bulk organic herbs and spices - wholesale and retail"/> You can also put ordinary descriptive text adjacent to the image
20. Neither do these! So Mr. Googlebot now you have me scared, are there other things you CAN’T do? Yea there are some Have a hard time with FLASH Have some difficulty with JAVA SCRIPT Hard to read DYNAMIC CONTENT CSS, cascading style sheets, I can see the best
28. The Snippet A snippet is your URL and the 160 black characters from your website that appear on that results page. A rich snippet is a more dynamic and visual sample of your content on the same results page that may include reviews, pictures, or even a video.
29. Tools Bars Etc. https://addons.mozilla.org/en-US/firefox/addon/9440 http://www.seobook.com/ From SEO for firefox add on You can toggle information links and find out about sites
30. Advertising It is about CONVERSIONS Getting them to do what you want them to do
31. Customer Acquisition Are customers FREE? Search Engine Results Pages This is why we don’t obsess about them are only 5% III didn’t wake up this morning just to buy your stuff!!! Of total number of web pages Some web marketers claim that they get less than ___of their visits from search results 25%
32. There are Crowded Serps Sponsored Links appear at top of page Even real time twitter results are beginning to appear Local results appear at top of page Some estimate that this takes up 80% of the “above the fold area”
34. The Networks Search Network (Think Rhode Island) Display Network* (Think California) *Formerly the Content Network
35. The Big Three + One Profile Information may allow good demographic targeting and results analysis
36. Understand the CTR The Click thru Rate (CTR) is obtained by dividing the "number of users who clicked on an ad on a web page by the "number of times the ad was delivered" (impressions). For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it, The resulting CTR would be 1 percent. It made me do something
37. The Google System User Wants to see relevant ads Google Wants a good experience by both Advertiser Wants to show relevant ads The interest of three parties must be satisfied We want everybody happy because that means $$$$$
38. A Simple Look at Auction Basics Max Bid Price Paid $4 $3 Now we add “QUALITY SCORE” Knew u couldn’t keep it simple You only pay the bid of the advertiser below you $3 $2 Factors $2 $1 $1 Min
39. The Ad Rank Max Bid Quality Score Amount Paid Ad Rank X $4 1 4 Using the logic of paying only the amount of your next lowest competitor BUT applying the QUALITY SCORE as a factor, we come to a formula = x $3 3 9 2 = The price that advertiser 1 has to pay is determined by dividing the AD RANK of the next lowest bidder by the QUALITY SCORE of the advertiser Then add $.01 $2 6 12 = 1 $1 8 8 = 3
40. Improve your CTR Improve everything Max Bid Quality Score = Actual CPC Ad Rank X $4 8 32 (24/8)=$3.00 $4 6 24 (12/6)=$2.00 $4 3 12 Min Bid Price No lower advertiser
41. Improving your CTR Max Bid Quality Score = Actual CPC Ad Rank X (24/8)=$3.00 (24/10)=$2.40 $4 8 32 10 40 $4 6 24 (12/6)=$2.00 $4 3 12 Min Bid Price So by increasing your QUALITY SCORE (a significant factor being CTR) you can decrease your CPC and not lose position
43. Improving the CTR Avoid using very general keywords (shoes). Focus on using targeted keywords which describe your actual products or service in a rather specific way (repair jogging shoes). Relevant Keywords (included in ad text) Simple, enticing ads with strong call to action Organize your account for maximum effectiveness Create ads that are highly targeted to the keywords in that Ad Group. Test, test, test
44. Self-setting clock Self-setting clock Self-setting clock Improving the CTR Remember to Sell the benefits not the features Which is which? I know, do you? The answer Features? Benefits? Features Benefits Benefits? Features? Convenience Fewer Keystrokes Immediate information Designed just for you Buy it when you want it Ready to use out of the box Self setting clock 50 number speed dial One click financial reports Custom Programs Open 24 hours Batteries included Remember the drill and the hole!
46. The Landing Page Many marketers think that because they ran a very effective ad the sale is automatic This couldn’t be further from the truth An effective ad ONLY gets people . Where the click takes you must That is the LANDING PAGE. This page is intrinsically connected to any ad or solicitation that you may initiate AND The landing page may contribute up to 1/3 to your quality score to click convert
47. Landing Page Designed to convert The objective is to get the “clicker” to take some form of action that leads to a sale There a few questions to ask yourself when creating a landing page: What are you offering? Who do you wish to appeal to? Why would they be interested in your offer? What do they need to do to participate/purchase? Infomercial!!!!! Remember the….
48. Landing Page Call to action (multiple) Keep it logical Keep it focused White space is your friend Good use of images Fast load times Testimonials
49.
50. Or how about these that appeared on the top of serps in sponsored ads area Which one(s) gets your attention?
54. Using Twitter to Connect It goes to the twitter version of their home page which keeps a consistent message and view
55. Adwords You will see these off to the right of the Results pages
56. Pay Per Click Guess what drives your ad appearing o K W y s Holy Smokes Batman Again? r d e You buy KEYWORD PHRASES and you pay each time the ad is clicked
58. Google Adwords Determine what you can spend Set your daily budget in Adwords You can adjust it at any time Determine your language settings Determine your Geo-Targeting (local, regional) Key Lotsa help from the providers
59. The Anatomy of an Ad Questions generate clicks Compelling questions are better Based on searchers need Need Design Help? Need a Better Brand? Need Better Credit? The title line is CLICKABLE
65. The Campaign It also scanned my website and gave me other possible keywords Words I chose
66. Pay Per Click Managing Keywords and tracking their performance
67. Controlling Costs Good ad performance Good Landing page Longer tail, targeted keywords will reduce the clicks and increase the conversions Exact Phrase Match GeoTarget your ads Limit the days Set a budget amount Use negative keywords Quality Score Use “Position Preference” to control position of ad
68. Adwords-What to do Educate yourself or get outside education Determine an amount you can spend over a period of time ($500 over 2-3 months) Determine important keyword phrases Set up an AdGroup with the phrases (more than one phrase) Make effective ads (entice, benefits, ask for order) Make it narrow at first Limit daily budget Limit to geographic regions Limit to certain day. And then measure the results, Why? Do what works and do not do what does not work
69. Pros and Cons It is pretty simple (in concept) Without proper management it can cost a fortune Junk traffic can suck the life out of your program There is no economy of scale-the more clicks the more it costs (focus on conversion) It can generate traffic right away (within a few minutes) You can adjust to changing market conditions right away Is effective to generate buzz for new product launch It can be a bargain for niche, targeted keyword phrases (For example, you might not want to pay the top bid for 'bicycles', but 'Landshark Bicycles' is probably a lot less expensive ($.10 per click as of this writing, actually).
70. Adwords More that You Can Do Split Test your Landing page In marketing you are seldom right the first time-your initial landing page may not “close the deal” You can create several landing pages with different enticements, colors, offers, benefits When your ad is clicked it will randomly pick a landing page to show and provide data to indicate effectiveness of each landing page Say What?
71. Kewl Stuff…The Keyword Reverse Engineer Heh, I’m no engineer!! You can test words by sending yourself emails in GMAIL using various keywords and see what ads appear. Then you know what keywords result in what ads.
76. Categories of display network partners Click on “Automotive” and the partners websites are displayed with estimates of volume (visitors)
77. The Adsense Program The Google Adsense Program is the “flip” side of the content advertiser. Website owners sign up for the Adsense Program and allow ads to appear on their site(s). Yes, you can make money with the Adsense program
80. Ad Groups Ad Group- a family of keywords built around a common theme Someone selling Movie Merchandise Matrix Clothing Spiderman Games Star Wars Toys Your ad group's entire keyword list helps determine where your ads show on the Content Network. Each ad group should have a cluster of 5 to 20 keywords that relate closely to one another and to the ads in that ad group. The more closely related your keywords, the more likely it is that your ads will find the right audience. Keyword phrases chosen
81. Ad Group Keywords POOR GOOD Spiderman toys Spiderman clothes Figures Starwars Spiderman pajamas Matrix Clothes Starwars DVD Ad Groups for Spiderman Toys Starwars Toys Matrix Toys Ad Groups for Games Clothes For Each Movie topic Spiderman, Starwars and Matrix. Too many different topics-hard to determine the right place to locate your ad
84. Advertising-What to do DIY or purchase the service Study ads presented in your market (yellow section) Make effective landing page(s) Start slowly with limitations Budget; Phrase match; long tail keywords; negative Measure the results- what works what doesn’t Expand keywords/adgroups and increase budget Measure results and determine future strategy Move to the display network (but carefully!) Measure the results The end result will be maximum targeted visitors to your site
85. Goals and Objectives Today Lost and lonely site 500 visits per month 1% conversion Not much money made Tomorrow Good SEO +500 Basic Adwords +1000 Conversion +1% The day after Display Ads +2000 Conversion +2% Next Week 7-8% conversion This all assumes you have a good business model
86. Basic Website Great SEO Off page marketing Good business gets it rolling Search Advertising Solid navigation and design keeps it going Display Network
87. It Seems like a Lot of Stuff But…how do you eat an elephant? One bite at a time
89. FAQ’s Are you for hire? No, even if I was, it is against the ethics of SCORE to use the organization for personnel gain. Can I make an appointment with you about this topic? Yes, but I do not counsel very often. These workshops are designed to give you “self help” counseling. Check out my website/blog and review the materials and references. Follow me on Twitter/Facebook Can you recommend anyone to do this for me? No. It is not in the SCORE mantra to recommend services for clients. This would turn us into a purchasing “filter”. Where can I get additional help? These workshops are designed to facilitate your thinking so that you may be your own best resource. Does it take time?-YES, does it always reap the benefits you wish?-NO, but that is the essence of business.
