The document emphasizes the importance of improving webpage rankings through relevant content creation, keyword research, and effective search engine marketing strategies. It outlines methods for engaging users and measuring SEO efforts using tools like Google Analytics and Webmaster Tools. The content also highlights the significance of understanding customer intent behind search phrases and tracking conversions to optimize advertising performance.

12. By Improving the webpage’s ranking for specific
keyword phrases, we thereby improve the amount &
quality of traffic being delivered to a webpage.

25. Creating relevant content
• Write about your services/products.
• Write about what makes you special.
• Write about your customer’s pain-points.
• Make it engaging! (useful)
• What people actually will care to read.
• Call-to-Action
• Drive the customer to a desired action

26. Creating relevant content
Great research tools:
Google Adwords keyword planner
Wordtracker
Keyword Avg monthly searches
‘Youth apparel’ 22,000
‘Kids clothes’ 450,000
‘girls dresses’ 823,000
Use language that your customers use,
and keep it natural:

28. What can you do today?
• Create more relevant website content.
• Make sure your page tags are unique.
• Verify and complete your Google Local page.
• Submit your business info to directory sites.
• Share your content over social media.

30. What do we measure SEO efforts?
What Tools can we use?
• Website ranking:
 Google Webmaster Tools
• Website traffic:
 Google analytics
 Yellow Pages Analytics (if it’s a YP website)
 Omniture
 Awstats & many many more…
 Website ranking in the SERP’s
 Website traffic (analytics)

34. Search Engine Marketing is a performance-
based advertising model in which advertisers
only pay for clicks generated from the ads
displayed on the SERP.
It offers the power to target customers by
WHAT they search &
WHERE they are searching.

35. Keyword Research is Paramount
Great research tools:
Google Adwords keyword planner
Wordtracker
Keyword Avg monthly searches
‘apartments for rent victoria’ 1,000
‘rental properties victoria’ 150
Look for opportunity; why pursue phrases that
people don’t use to search?

36. Not all keyword are created equal…
But some share the same intent:
“compare smart tv’s”
“Smart tv’s guide”
“Smart tv’s review”
Finding ‘Commercial Intent’ of searches

48. Writing Better Ads
• Use active language
• Use Keywords in text.
• Stand out.
• Camel Text
• Include a call-to-action.
• “Fast & Easy!”

50. Some great “conversions” to track:
Quote forms
Contact forms
Online purchases
PDF downloads

51. Conversion tracking: example
Some great “conversions” to track:
Quote forms
Contact forms
Online orders
PDF downloads