The document discusses strategies to enhance online sales through effective Google search marketing and SEO practices. It outlines the importance of organic search optimization, pay-per-click advertising, and content creation, emphasizing that quality content and proper link-building are essential for improving search rankings. Furthermore, it warns against common pitfalls such as keyword stuffing and highlights the significance of monitoring ad campaigns for cost efficiency.

1. Strategies to Improve Google Results
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isAll product and company names mentioned herein are trademarks or Mav Pty trademarks of their is
Maverick
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respective owners.
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2. 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.
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3. Mark Zuckerberg Larry Page Sergey Brin
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4. .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
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5. QUESTION
How are you searching for products and
services?
Flyers/Catalogues
Community Newspaper
In Store
Newspaper
Magazines
Yellow Pages
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7. Organic VS PPC
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8. Why Search Marketing
• Search Marketing, remains the fastest-
growing area of the internet, increasing by
25 per cent last financial year (SMH, Aug
2009)
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9. 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)
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10. 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
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He area in online advertising.
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11. 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
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12. Local Search
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13. Google Map
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14. Question
What is the most neglected part of
websites?
&
Least outsourced?
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15. Question
CONTENT
(SEO)
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16. Question
The TOP reason why nearly all
websites’ launch gets delayed?
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17. Question
CONTENT
(SEO)
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18. Question
What is the single most important factor
for higher SE rankings
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19. Question
CONTENT
(SEO)
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20. SEO- Key Elements
• Links
• Content
• Architecture
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21. Search Engine Optimisation
• Onsite Optimisation
• Offsite Optimisation
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22. 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
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•
He Sitemap- Submit to Google He
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23. Google Snippet
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24. SEO- Offsite Optimisation
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25. 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
•
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26. 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
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27. 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.
•
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28. SEO- Do’s & Don’ts
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29. 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.
•
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30. 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
•
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31. 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
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32. 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
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33. Online Press Release
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34. 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
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35. 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
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36. Article Submission Websites
• EzineArticles.com
• Webpronews.com
• GoArticles.com
• ArticleDashboard.com
• ArticleCity.com
• ArticlesBase.com
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37. Create Account In Ezinearticles
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38. Article Writing & Submission- Some
Don’ts
• Keyword stuffing/spamming
• Duplicate articles
• Submission of same article to many
sites
• Too lengthy
• Factual & correct
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39. Why blog?
• SEO strategy
• Increases Visitor stickiness. Reduces
Bounce Rates
• Premium pricing
• Repeat visitors
• Backlinks
• Refer a Friend
• Income producing profession
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40. No longer another face in the crowd
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41. 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
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42. Introduction to AdWords TM
Your customers see your ad when they search
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Your ad reaches users at the moment they demonstrate interest

43. What is Google Advertising?
Your customers see your ad when they
surf Google Network properties
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Google technology places your ad on the most relevant content pages 43

44. The answer is keyword-based advertising
• Targeted advertising
• Better advertiser ROI than untargeted
ads
• Improved user experience
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45. 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
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46. 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
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47. 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
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48. Creating Google AdWordsTM
Account
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49. 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)
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50. Creating Google AdWordsTM
Account

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51. Creating Google AdWordsTM
Account
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52. Creating Google AdWordsTM
Account
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53. Creating Google AdWordsTM
Account
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54. Creating Google AdWordsTM
Account
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55. Creating Google AdWordsTM
Account
•
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56. Creating Google AdWordsTM
Account
•
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57. Creating Google AdWordsTM
Account
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58. AdWords TM Account Structure
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59. 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
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general, a high Quality Score means that your keyword will trigger ads in a higher
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60. Campaign Setup
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61. Campaign Setup
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62. Campaign Setup
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63. Ad Extensions
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64. Ad Extensions
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65. Campaign Setup
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66. Campaign Adgroups
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67. Adgroup Setup
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68. 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
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69. AdCopy
- Editorial Policy
- Caps, Exclamation, punctuation
- Trademark
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70. 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.
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71. Adgroup Setup
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72. Adgroups Keywords
• Few Keywords per adgroup
• Use Match Type carefully- Try to use
Phrase or Exact
• Make sure you add Negative Keywords
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73. 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
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74. Negative Keywords
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75. 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)
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76. Negative Keywords
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77. Keyword Suggestion Tool
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78. Campaign Adgroups
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79. 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.
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80. Retargeting/Remarketing!
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81. Retargeting/Remarketing!
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82. 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
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he – Purchase Samsung mobile
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83. 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
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84. 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
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85. Quality Score
• In general, the higher your Quality Score,
the lower your costs and the better your ad
position.
• QS = $$ + Rank
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86. 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.

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Insight For Search He
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87. Opportunities
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88. Search Based Keyword Tool
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89. Search-based keyword tool
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90. Report Center
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91. 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
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92. 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
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93. Constant Improvements of KPIs
Track Analyse  Modify  Test
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94. How To Create Google Analytics
• Directly @ www.google.com/analytics
• AdWordsTM Account
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95. Google Analytics KPI
• Bounce Rate
• Pages/Visit
• Goals
• Keywords
• Traffic Sources
• Entrance Paths
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96. Google AdWords TM
Questions?
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97. Thank You
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