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