i love google | june cory | my mustard | google certified partner

A browser is a piece of software that runs on your PC. The browser allows you, via a connection to the internet to access web pages stored on computers that are connected to the internet. 

A search engine is a piece of application software that sits on a powerful computer (a server) on the Internet. This computer stores information about where web pages are stored on the internet. 

“organize all the world’s information and make it universally accessible”

What Google likes & dislikes

Keyword rich, regularly updated content that delights the user &

delivers what is searched for.

Google considers…..

Your domain name The age of your site The number of pages in your site Keywords in your page title tags  Inbound links from reputable sites  Unique content on your site Frequency of your content change Site accessibility Strong internal links and……….

Google doesn’t like…..

Keyword ‘stuffing’ Blackhatting - invisible text,

cloaking, doorway pages Broken links Duplicate content Flash without an HTML version Slow page load

Onsite SEO

Descriptive Page Titles (unique for each page) Descriptive Headings (Heading 1 – the H1 tag) Alternative text (ALT tags) Titles (TITLE tags) META tags (descriptions not keywords) Use descriptive page file names Use relevant words when naming images Use a site map

But in 2010 what Google loves more than anything else………is……

Social media

Social Media

What did Google love?

Keyword rich, regularly updated content that

delights the user & delivers what is searched for.

Google also considers…..

Your domain name The age of your site The number of pages in your site Keywords in your page title tags  Inbound links from reputable sites  Unique content on your site Frequency of your content change Site accessibility Strong internal links

Where shall I start?

1. Commit2. Research3. Strategy4. Upskill5. Create content6. ENGAGE7. Monitor

Would you like to appear on Page 1 of Google when people search for your product/service in your

specific area?

Local Listing/Google Places/Maps

http://www.google.com/local/add

Name Address Telephone numbers Email address Web address Map

200 character description Images Multiple categories Videos Opening times Coupons Reviews

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

IMMEDIATETARGETED

MEASURABLEACCESSIBLE

Keywords

Be highly specificAsk your Nan

PluralsMisspellings

A Typical AdWords Ad

• Display URL (35 character limit)

• Ad Text (35 character limit)

• Ad Title (25 character limit)

Ad Text

Buy Now/Today Free You Use emotion ! Test &

monitor

Landing Page

Must relate to the keyword used Must deliver what the ad promised Must have a strong call to action Must have speedy page load

Timing

Be seen in 15 minutes

Stop immediatelyConstantly improve

performanceExploit events &

industry newsWeekdays only

What will I have to pay per click?

To be seen costs nothing, you only pay when a user clicks on your ad and visits your site.

1) How broad is your keyword? 2) How competitive is your market? 3) How relevant is your Holy Trinity?

Basic Definition: CTR

Impression: The appearance of your ad on Google

Clicks

Impressions

= CTR (expressed as %)

CTR: clickthrough rate

CTR Examples

20 clicks

1000 impressions= 0.02 = 2%Example Advertiser A:

CTR is how Google measures relevance

6 clicks

100 impressions= 0.06 = 6%Example Advertiser B:

IMMEDIATE

TARGETED

MEASURABLE

ACCESSIBLE

But is it COST EFFECTIVE?

Last year we spent £250,000 of our clients’ hard earned cash …..

…and turned it into

£5,000,000 of new business

Increase revenue by reinvesting profit£7,404 investment in AdWords

49p CPC ≥ 15,110 clicks

3.01% conversion rate = 455 sales

Average sale = £420

£7.4k investment - £191k in sales

Reinvest profits, increase budget

Case Study – Beauty sector

Increase revenue by reinvesting profit£31,495 investment in AdWords

£3.50 CPC ≥ 8,998 clicks

0.61% conversion rate = 55 sales

Average sale = £9,000

£31.5k investment - £495k in sales

Reinvest profits, increase budget

Case Study – Leisure sector

Increase revenue by reinvesting profit£6,244 investment in AdWords

£17.41 CPC ≥ 358 clicks

1.1% conversion rate = 4 sales

Average sale = £47,000

£6.2k investment - £188k in sales

Reinvest profits, increase budget

Case Study – Law sector

•Highly targeted

•Direct

•Controllable

•Instant

•Measurable

•Free

•Local

•Instant

•More respected

•Uncontrollable

•Difficult to budget

•Hard to achieve

Analysis & benchmarking

How many visitors came last month How many pages did they view Which pages did they look at How long did they stay Where are they located Which keyword attracted them Which site referred them Are they new to your site Did they engage