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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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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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