Transcript
Page 1: I love Google | June Cory | My Mustard | Google Certified Partner
Page 2: I love Google | June Cory | My Mustard | Google Certified Partner
Page 3: I love Google | June Cory | My Mustard | Google Certified Partner
Page 4: I love Google | June Cory | My Mustard | Google Certified Partner
Page 5: I love Google | June Cory | My Mustard | Google Certified Partner
Page 6: I love Google | June Cory | My Mustard | Google Certified Partner
Page 7: I love Google | June Cory | My Mustard | Google Certified Partner
Page 8: I love Google | June Cory | My Mustard | Google Certified Partner
Page 9: 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. 

Page 10: I love Google | June Cory | My Mustard | Google Certified Partner
Page 11: I love Google | June Cory | My Mustard | Google Certified Partner
Page 12: I love Google | June Cory | My Mustard | Google Certified Partner
Page 13: I love Google | June Cory | My Mustard | Google Certified Partner
Page 14: I love Google | June Cory | My Mustard | Google Certified Partner
Page 15: I love Google | June Cory | My Mustard | Google Certified Partner
Page 16: I love Google | June Cory | My Mustard | Google Certified Partner
Page 17: I love Google | June Cory | My Mustard | Google Certified Partner
Page 18: I love Google | June Cory | My Mustard | Google Certified Partner
Page 19: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 20: I love Google | June Cory | My Mustard | Google Certified Partner
Page 21: I love Google | June Cory | My Mustard | Google Certified Partner
Page 22: I love Google | June Cory | My Mustard | Google Certified Partner
Page 23: I love Google | June Cory | My Mustard | Google Certified Partner
Page 24: I love Google | June Cory | My Mustard | Google Certified Partner
Page 25: I love Google | June Cory | My Mustard | Google Certified Partner
Page 26: I love Google | June Cory | My Mustard | Google Certified Partner
Page 27: I love Google | June Cory | My Mustard | Google Certified Partner
Page 28: I love Google | June Cory | My Mustard | Google Certified Partner
Page 29: I love Google | June Cory | My Mustard | Google Certified Partner
Page 30: I love Google | June Cory | My Mustard | Google Certified Partner
Page 31: I love Google | June Cory | My Mustard | Google Certified Partner
Page 32: I love Google | June Cory | My Mustard | Google Certified Partner
Page 33: I love Google | June Cory | My Mustard | Google Certified Partner
Page 34: I love Google | June Cory | My Mustard | Google Certified Partner
Page 35: I love Google | June Cory | My Mustard | Google Certified Partner
Page 36: I love Google | June Cory | My Mustard | Google Certified Partner
Page 37: I love Google | June Cory | My Mustard | Google Certified Partner
Page 38: I love Google | June Cory | My Mustard | Google Certified Partner
Page 39: I love Google | June Cory | My Mustard | Google Certified Partner
Page 40: I love Google | June Cory | My Mustard | Google Certified Partner
Page 41: I love Google | June Cory | My Mustard | Google Certified Partner
Page 42: I love Google | June Cory | My Mustard | Google Certified Partner
Page 43: I love Google | June Cory | My Mustard | Google Certified Partner
Page 44: I love Google | June Cory | My Mustard | Google Certified Partner
Page 45: I love Google | June Cory | My Mustard | Google Certified Partner

What Google likes & dislikes

Page 46: I love Google | June Cory | My Mustard | Google Certified Partner

Keyword rich, regularly updated content that delights the user &

delivers what is searched for.

Page 47: I love Google | June Cory | My Mustard | Google Certified Partner

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……….

Page 48: I love Google | June Cory | My Mustard | Google Certified Partner

Google doesn’t like…..

Keyword ‘stuffing’ Blackhatting - invisible text,

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

Page 49: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 50: I love Google | June Cory | My Mustard | Google Certified Partner
Page 51: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 52: I love Google | June Cory | My Mustard | Google Certified Partner

Social media

Page 53: I love Google | June Cory | My Mustard | Google Certified Partner
Page 54: I love Google | June Cory | My Mustard | Google Certified Partner

Social Media

Page 55: I love Google | June Cory | My Mustard | Google Certified Partner

What did Google love?

Keyword rich, regularly updated content that

delights the user & delivers what is searched for.

Page 56: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 57: I love Google | June Cory | My Mustard | Google Certified Partner

Where shall I start?

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

Page 58: I love Google | June Cory | My Mustard | Google Certified Partner

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

specific area?

Page 59: I love Google | June Cory | My Mustard | Google Certified Partner
Page 60: I love Google | June Cory | My Mustard | Google Certified Partner

Local Listing/Google Places/Maps

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

Page 61: I love Google | June Cory | My Mustard | Google Certified Partner

Name Address Telephone numbers Email address Web address Map

Page 62: I love Google | June Cory | My Mustard | Google Certified Partner

200 character description Images Multiple categories Videos Opening times Coupons Reviews

Page 63: I love Google | June Cory | My Mustard | Google Certified Partner
Page 64: I love Google | June Cory | My Mustard | Google Certified Partner

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

Page 65: I love Google | June Cory | My Mustard | Google Certified Partner
Page 66: I love Google | June Cory | My Mustard | Google Certified Partner
Page 67: I love Google | June Cory | My Mustard | Google Certified Partner

IMMEDIATETARGETED

MEASURABLEACCESSIBLE

Page 68: I love Google | June Cory | My Mustard | Google Certified Partner
Page 69: I love Google | June Cory | My Mustard | Google Certified Partner

Keywords

Be highly specificAsk your Nan

PluralsMisspellings

Page 70: I love Google | June Cory | My Mustard | Google Certified Partner
Page 71: I love Google | June Cory | My Mustard | Google Certified Partner

A Typical AdWords Ad

• Display URL (35 character limit)

• Ad Text (35 character limit)

• Ad Title (25 character limit)

Page 72: I love Google | June Cory | My Mustard | Google Certified Partner

Ad Text

Buy Now/Today Free You Use emotion ! Test &

monitor

Page 73: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 74: I love Google | June Cory | My Mustard | Google Certified Partner

Timing

Be seen in 15 minutes

Stop immediatelyConstantly improve

performanceExploit events &

industry newsWeekdays only

Page 75: I love Google | June Cory | My Mustard | Google Certified Partner
Page 76: I love Google | June Cory | My Mustard | Google Certified Partner

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?

Page 77: I love Google | June Cory | My Mustard | Google Certified Partner

Basic Definition: CTR

Impression: The appearance of your ad on Google

Clicks

Impressions

= CTR (expressed as %)

CTR: clickthrough rate

Page 78: I love Google | June Cory | My Mustard | Google Certified Partner

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:

Page 79: I love Google | June Cory | My Mustard | Google Certified Partner
Page 80: I love Google | June Cory | My Mustard | Google Certified Partner
Page 81: I love Google | June Cory | My Mustard | Google Certified Partner

IMMEDIATE

TARGETED

MEASURABLE

ACCESSIBLE

But is it COST EFFECTIVE?

Page 82: I love Google | June Cory | My Mustard | Google Certified Partner

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

…and turned it into

£5,000,000 of new business

Page 83: I love Google | June Cory | My Mustard | Google Certified Partner
Page 84: I love Google | June Cory | My Mustard | Google Certified Partner
Page 85: I love Google | June Cory | My Mustard | Google Certified Partner
Page 86: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 87: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 88: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 89: I love Google | June Cory | My Mustard | Google Certified Partner

•Highly targeted

•Direct

•Controllable

•Instant

•Measurable

•Free

•Local

•Instant

•More respected

•Uncontrollable

•Difficult to budget

•Hard to achieve

Page 90: I love Google | June Cory | My Mustard | Google Certified Partner

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

Page 91: I love Google | June Cory | My Mustard | Google Certified Partner
Page 92: I love Google | June Cory | My Mustard | Google Certified Partner
Page 93: I love Google | June Cory | My Mustard | Google Certified Partner
Page 94: I love Google | June Cory | My Mustard | Google Certified Partner
Page 95: I love Google | June Cory | My Mustard | Google Certified Partner

Top Related