The document provides information on driving traffic to a website using search engine optimization (SEO) and pay-per-click (PPC) advertising. It discusses that SEO takes longer but provides lasting organic rankings, while PPC provides immediate traffic but is more temporary. Key tactics for SEO include on-page optimization, links, social media, and quality content. PPC advertising on Google AdWords allows advertisers to bid on keywords and only pay when users click ads. Proper keyword research, ad testing, and monitoring are important for success with PPC.

2. How to drive qualified traffic to your
website utilizing SEO & PPC tactics

3. 1. Do the proper work to ensure your website
ranks well organically (SEO)
• Longer lead time
2. Buy ads on search engines to ensure you
come to the top (PPC – AdWords)
• Send instant traffic to your website

4. PPC vs. SEO
PPC = Liposuction SEO = Working Out
*Fast & Easy *More Time & Effort
*Temporary *Long Lasting

5. Search Engine Optimization
(SEO)

6. Organic vs. Paid Search
Paid
Organic

7. So, where does your site rank?
Page 8 – or worse yet – Page 28? If it’s not page 1, it
doesn’t really matter. Most people never look any further.

8. What is SEO?
Search engine
optimization (SEO)
refers to techniques
that help your website
rank higher in organic
(or “natural”) search
results.

9. SEO has evolved
It’s not just meta tags and other geek-
speak thingies anymore.
• on-page and off-page SEO
• inbound, authoritative links
• social media mentions
• landing page elements
• lots of fresh and unique
content
• video and more

10. So how does Google rank your
online presence?
Google has a well-kept secret formula
Think of it as (algorithm) to rank websites by how
“The Google of relevant they are to what people are
searching for.
Oz”
To get a little search engine love
with a wizard
from Google, Yahoo, or Bing you
behind a wall. need to first excel at three things:
site architecture, content & links.

11. How Search Engines Work
The search engines consider two main Search query and indexing
areas when determining what your
website is about and how to prioritize it.
1. Content on your website: When
indexing pages, the search engine bots
scan each page of your website, looking
for clues about what topics your website
covers.
2. Who’s linking to you: The more
inbound links a website has, the more
influence or authority it has. Essentially,
every inbound link counts as a vote for
that website's content.

12. If you conduct the same search on different search engines, chances are you
will see different results on the SERP. This is because each search engine uses
a proprietary algorithm that considers multiple factors in order to determine
what results to show in the SERP when a search query is entered.

13. Long-Tail Concept

14. Although trying to rank for highly
trafficked keywords and terms may
seem like a logical approach, it will
most likely lead to a lot of frustration
and wasted resources.
There are billions more unique search
queries than there are generic ones.
This is called the theory of the long-
tail.

15. A critical component of SEO is
choosing the right keywords for
optimization.
If you sell shoes, you may want your
website to rank for “shoe store,” (a
head term), but chances are you
might have some trouble there.
A keyword like “red tennis shoes
with Velcro” (a long-tail keyword or
term) is a good example. Sure, the
number of people that search for
this keyword will be much lower
than the number that search for
“shoe store,” but you can almost bet
that those searchers are much
farther down the sales funnel and
may be ready to buy.

17. We’ve all heard it - when it comes to SEO, content is king.
The more content and webpages you publish, the more
chances you have at ranking on the search engines.
Ex: The more lottery tickets you have, the higher the
odds are that you will win.

18. Duplicate Content

19. Local SEO
Target local keywords like “Omaha contractors” or “Omaha
chiropractors”
Ask for reviews
Include map of your location along with directions
Social sharing - Enabling your visitor to come and share your page
“NAP” – name, address, phone (local # and not 800 #)
Make sure your address is listed in your footer and contact us page. You want those search
spiders to pick up that address as much as possible and it’s important to be consistent. MUST
use same exact wording for address on all listings. This will help build credibility across the
web.
Get your business listed in local directories
Google Places, Bing Local, Yahoo Local, Merchant Circle, YellowPages, WhitePages, Local.com,
Manta, etc..

20. Web Analytics

21. Web analytics tools like Google Analytics will allow you to see what organic search
keywords are already driving traffic to your website. These keywords will provide a
good baseline of core keywords, and provide you with a list of keywords and
performance which you can benchmark your future SEO efforts against.

22. Measuring Success

23. Traffic
Measuring overall traffic to your website from organic search is
something you should look at on a weekly basis.
Leads/ROI
Web analytics tools like Google can make it easy to see how many
conversions have occurred on your website as a result of organic
search traffic and keywords.
Indexed Pages
Measuring how many pages the search engines have indexed for your
site is an easy way to measure the growth of your SEO efforts and
your website.

24. How does your SEO strategy
stack up?

25. You should find out if you’re on
Google’s good side.
Get an SEO Audit:
Learn how Google is
ranking your presence and
if your site can be
improved to generate
more calls, leads, sales,
etc.
• Basic SEO Audit:
$500-$2,000

26. Like the overall marketing landscape, search engines are
ever-evolving. There are multiple online resources that
make it easy for you to stay on top of SEO news and
changes that may impact your website.
www.SEOMoz.com
www.SEOBook.com
www.SERoundTable.com
www.SearchEngineLand.com
blog.hubspot.com
inboundmarketing.com
searchenginewatch.com

27. Pay-Per-Click

28. Organic vs. Paid Search
Paid
Organic

29. What is Google AdWords?
• Google AdWords is a Pay-Per-Click advertising
service
•Advertisers specify
•the keywords that should trigger their ads
•the maximum they are willing to pay per click
•Google will rank the ads based on 2 things:
1) The amount of money you bid
2) Quality score (based on relevancy of keywords)

30. Fast Facts About AdWords
About 97% of Google’s total revenues come from advertising.
Businesses make an average of $2 in revenue for every $1 they spend on
AdWords.
The average click-through rate for an ad in the first position is 7.94%.
The finance and insurance industry spent $4 billion on AdWords in 2011. Finance
and insurance related keywords are among the most expensive in AdWords, with
some demanding costs per click (CPCs) over $50.
Amazon spent an estimated $55.2 million on AdWords advertising in 2011.

31. Why Use PPC?
•Get launched immediately. PPC ads are implemented very quickly.
•Instant Traffic - no long waiting time and groups of hungry niche visitors are always
searching for information everyday.
•Well-Targeted traffic with a broad reach
•By reaching out to well-targeted visitors who are already interested in your products
or services, you can ensure a higher percentage of success in your campaign.
•Obtain specific, pre-qualified, and quality traffic.
•Can target by geography
•Reach the masses
•Major players: Google, Yahoo!, Bing
•Only pay when someone clicks
•You are in control of your budget

32. Where are Google Ads displayed?
•Search Engine Results Pages (SERPS)
•Search Network Partners
•Ask, Aol, Amazon
•Google Maps pages
•Google Image pages
•Google Shopping pages
•Mobile Devices
•Google Display Network
•Ads appear within the content of other websites

33. Ads on Mobile Devices
•Traditional search ads are
displayed on high-end
mobile devices
•Ads can include a clickable
phone number - clicking will
call the number directly
•Often links in with a map

34. Campaign Set-Up
•For every campaign you create
•Choose a daily budget
•Select where ads appear geographically
•Select daypart (time of day you wish your ads to run)
•Select where your ads appear online
(search or display network)
•Every adgroup you create (“buckets”)
•Must contain a targeted set of keywords (this is very
important)
•All keywords will share the same set of ads
•The ads define the landing page

35. Campaign Set-Up: Match Type
Ex: Tennis Shoes
Broad match
“Your ads could also show for singular/plural
forms, synonyms, and other relevant variations”
(ads show on: buy tennis shoes, tennis racquet, running shoes, horse
shoes, brown shoes)
Phrase match (enter keyword with quotes)
…Ad [is] eligible to appear when a user searches
[your phrase] with other terms before or after the
phrase” (ads show on red tennis shoes and not on shoes for tennis,
tennis sneakers)
Exact match (enter keyword with brackets)
“…Ad [is] eligible to appear when a user searches
[your phrase] without any other terms in the
query.” (ads show on tennis shoes but not on red tennis shoes or
buy tennis shoes)
**Don’t forget about adding in NEGATIVE keywords to your campaign**

36. Measuring Success

37. What are you willing to pay per lead or purchase?

38. More Tips
o The most important step when setting up a PPC campaign on any
search engine is to analyze visitor search patterns and develop a list
of relevant keywords that real visitors might type into the search
engines when looking for your products and services.
o This should go hand-in-hand with any SEO efforts
o Run multiple ads for the same words and test them against each
other or send them to different pages to A/B split test your site or
ad copy.
o Do not rush for position #1. Settle for positions 4/5/6 as bids will be
lower and visibility will also be OK. This will lower your CPC and
increase ROI.
o Don’t leave your AdWords account on autopilot (constant monitoring)

39. Retargeting