Google Adwords & Search Engine Optimization (Seo)


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Google Adwords & Search Engine Optimization (Seo)

  1. 1. Search Engine Optimization (SEO) … a brief introduction Billy Howard,
  2. 2. Compare ads to SEO
  3. 4. <ul><li>Plumbing Atlanta GA is searched on average 79 times a day. </li></ul><ul><li>Of those 79 searches, a site in the top 10 of the Natural Results will receive, on average, 33 visits. </li></ul><ul><li>According to Microsoft Statistics, this key phrase is a strong buying keyword (OCI of 0.93, with 1.00 being the highest ranking) </li></ul><ul><li>What does it cost to get all of that traffic if you go with Pay-Per-Click? </li></ul>
  4. 5. The Real Cost of Pay-Per-Click To get all of the traffic listed on the previous slide for Plumbing Atlanta GA, you would need to have a daily budget of $210 ($6,300) a month! But, the REAL cost is missed business . . . If you have a daily limit of $50, you could actually miss 75% of the people searching for your business.
  5. 6. Search Engine Optimization (SEO) <ul><li>A less expensive way to promote your website </li></ul><ul><li>A more “permanent” solution to the need for online exposure </li></ul><ul><li>Requires more patience in some cases (depends on competition for your keyword) </li></ul><ul><li>Requires more “know-how” </li></ul>
  6. 7. A closer look at SEO <ul><li>According to online traffic reports, the top natural result in our search for Plumbing Atlanta GA received over 4,500 visits in the last 30 days </li></ul><ul><li>The site was created on May 20 of this year, and has been number 2 or higher since June 2, even though the owner has added no new information since the initial creation </li></ul>
  7. 9. NOTE: This is not a real company!
  8. 10. WHAT???!!! How did a “company” that doesn't exist get a top-rated website for a fairly competitive, and potentially profitable keyword? The power of Search Engine Optimization
  9. 11. This site was actually created by one of my trainers to demonstrate how quickly a well-optimized site can dominate the Google rankings. He is planning to sell this site to a plumber in Atlanta at some point.
  10. 12. How does it work? <ul><li>Search Engine Optimization is a little bit like a Junior High Dance: </li></ul><ul><ul><li>There are three really popular girls that every guy wants to ask to dance </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Yahoo! </li></ul></ul></ul><ul><ul><ul><li>Bing </li></ul></ul></ul>
  11. 13. Attracting the attention of the Big 3 is the key to making your online presence a dream come true: More people on your website More people contacting you More potential for $ale$
  12. 14. Getting the Desired Attention <ul><li>It all starts on your website </li></ul><ul><ul><li>Tell the Search Engines what your site is about </li></ul></ul><ul><ul><ul><li>HTML Coding (Title, Description, Keywords, H1 Tags) </li></ul></ul></ul><ul><ul><ul><li>Include your keyword in your text along with related keywords (LSI Terms) </li></ul></ul></ul>
  13. 15. Getting Google's Attention (cont.) <ul><ul><ul><li>Use your link names </li></ul></ul></ul><ul><ul><ul><li>If you use a blog, use your blog post titles </li></ul></ul></ul><ul><ul><ul><li>Use a sitemap </li></ul></ul></ul><ul><ul><ul><li>BUT, and this is IMPORTANT </li></ul></ul></ul><ul><ul><ul><ul><li>Don't overdo it, because Google has been known to ban sites that overdo these elements </li></ul></ul></ul></ul>
  14. 18. Getting Google's Attention (cont.) <ul><li>Now it is time to move to off-page factors </li></ul><ul><ul><li>Every link that leads to your site is like a vote in a popularity contest, so the simple strategy is </li></ul></ul><ul><ul><ul><li>Build Links </li></ul></ul></ul><ul><ul><ul><li>Build Links </li></ul></ul></ul><ul><ul><ul><li>Build Links </li></ul></ul></ul><ul><ul><li>OK, so where do we get all those links? </li></ul></ul>
  15. 19. Getting Google's Attention (cont.) <ul><li>There is a right way and a wrong way to build links. </li></ul><ul><ul><ul><li>The wrong way is to find link farms, to spam internet forums, and to create links in irrelevant sectors of the internet. These ways can get your site banned! </li></ul></ul></ul><ul><ul><ul><li>The solution is to find relevant places to place real content on the subject of your website. </li></ul></ul></ul>
  16. 20. Getting Google's Attention (cont.) <ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>Article Sites </li></ul></ul></ul><ul><ul><ul><li>Video Sites </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Any relevant Web 2.0 Site </li></ul></ul></ul>
  17. 21. What is the Investment? One of two options: Your Time (learning how, implementing) OR Outsourcing (setup plus monthly maintenance)
  18. 22. SEO vs. PPC Just the Good Stuff <ul><li>More permanent </li></ul><ul><li>Long-term investment that pays long-term benefits </li></ul><ul><li>The strategies used create a larger online presence beyond just your site, making you the authority on a topic </li></ul><ul><li>“ Looky-Loos” do not cost you any extra money </li></ul><ul><li>Fast Results </li></ul><ul><li>Highly Targeted Traffic </li></ul><ul><li>Requires very little background knowledge </li></ul><ul><li>Lower initial cost threshold </li></ul>
  19. 23. SEO vs. PPC The Not-So-Good Stuff <ul><li>Initial setup investment is higher. </li></ul><ul><li>Requires more patience </li></ul><ul><li>Requires more “know-how” </li></ul><ul><li>Requires more work </li></ul><ul><li>Can become very expensive </li></ul><ul><li>A “cost” rather than an “investment” </li></ul><ul><li>No permanence </li></ul><ul><li>Does nothing to brand you as the authority </li></ul><ul><li>“ Looky-Loos” cost you money </li></ul>
  20. 24. A copy of this presentation is available at: (case sensitive!) Q & A Time