Summary of last week's event on how to maximise results on google and an extended version with the most popular questions around this topic (SEO, SEM, search engines)

1. Pablo Mascaró Soriano
Q&A: “Google: How to Maximise Results"

2. 1. Summary of last week’s event: What is
SEO Vs SEM?
2. SEO: What really matters
3. SEM: How does it work?
4. Most Frequent Q&A
Pablo_mnrk@PabloMascaro
0. Index

3. Pablo_mnrk@PabloMascaro
SEM vs SEO
Short Term Results Medium/Long Term Results
Direct Investment € Indirect Costs € associated
Pure Keyword related Content and Search intent
Pure visibility & Analysis Obscurantism & “mystery”
Quality Score Factors Page Rank Factors
1. Summary of last week’s event

4. 2. SEO: What really matters?
Pablo_mnrk@PabloMascaro

5. 3. SEM: How does it work?
Pablo_mnrk@PabloMascaro
The system is mainly an automated auction in which all advertisers tell Google which
keywords they want to rank for (within the ad space) and how much they are willing to
pay if their ad receives the click (cpc), combined with their historical performance.
https://www.wordstream.com/articles/what-is-google-adwords
1
2
3

6. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“Should i start with…
SEO? SEM? Both?”
•Do you have enough resources?
•Is there anything else limiting you?
•Do you need short terms results or
sustainable results?

7. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“How much content, ideally,
should I need to create?”
• There is not an optimal amount of content initially.
Your audience will help you define that.
• It needs to be scalable and you need to be prepared
to change your plan at all times.
• In order to define your success/failure, you need to
define SMART objectives and transform them into
KPI’s.

8. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“Should i bid on my Brand Terms
if I already rank for them on
Google organically?”
• They are the most cost-effective KWs and best ROI.
• A competitor could bid for your brand terms and
rank above you on Google. (you could do that too).
• It helps improve your brands image and the Ad result
is much more manageable than the Organic result.

9. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“I am a small advertiser/company,
how can i compete with big
companies/advertising budgets?”
• Find niche (Long Tail Keywords), lower level of
competition = lower CPCs.
• Beat them by improving Quality Score.
• Focus on your best performing segments and focus
more on Remarketing actions to improve global ROI.

10. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“How can I improve my
linking strategy? (how can i
get links to point to my site?)”
• Relevant content is linked without problem
• Do some research on your competitors linking
strategy
• Be active on the online ecosystem: blogs, forums,
Social Media conversations, etc.

11. 4. Most Frequent Q&A’s
Pablo_mnrk@PabloMascaro
https://support.google.com/adwords/answer/6366720?hl=en
“Should I outsource digital
marketing services or should
i do them “in house”?”
• How important is the online world for you and your
business?
• Do you have enough resources in terms of people,
time, knowledge, etc.?
• What’s the level of competition in your sector?

12. Pablo Mascaró Soriano
Thanks!