sem presentation (seo and ppc basics)
TRANSCRIPT
SEARCH
SEO & PPC 101
PRESENTED BY:NICOLE ROLAND & CAROLINE JENSEN
ENGINEMARKETING
Who are these Digital Divas?Nicole Roland
Caroline JensenDigital Media Manager with a background in all things Internet Marketing,includeing SEM (Search Engine Marketing), PPC (Pay-per-click), Analytics, SocialMedia, and more! Her street name is "The Optimizer", or CJ for short.
Digital Media Manager with a background in Journalism and Internet Marketing.Nicole's claim to fame is SEO (Search Engine Optimization) includingContent/Copy Writing & Development, Keyword Research & Development,Analytics, Social Media, and more! Her philosophy, you ask? "The pen is mightierthan the sword."
Today's Agenda
What is PPC?
-Keywords & Budget
-Campaign & Ad GroupDevelopment
-Ad Copy/Content
-Landing Pages
-Page Position
What is SEO?
- No budget
- Quality Inbound Links
- Quality Copy/Content
- User Experience
- Page Authority (Expert)
- Domain Authority
WHAT IS PPC ADVERTISING?
Pay per click (PPC),also called cost perclick, is an internetadvertising model
used to direct trafficto websites. Whenthe ad is clicked on,
you pay for keywords that, in
turn, generatedyour ad.
WHY IS PPC SO GREAT?
1) MOST MEASURABLE ONLINE ADVERTISING CHANNEL
2) WE HAVE COMPLETE CONTROL
3) ALLOWS YOU TO REACH A HYPER TARGETED AUDIENCE
4) RESULTS ARE FAST
KEYWORDS & BUDGET
AND WE ONLY HAVE A $14 DAILY AD SPEND?!?
YOUR BUDGET IS THE LIFELINE OF YOUR PPC CAMPAIGN. WITHOUTTHE PROPER BUDGET IN PLACE, YOU ARE LOSING OUT ON
PAGE POSITION AND AD FREQUENCY.
CAMPAIGN & AD GROUP DEVELOPMENT
MORROW PARK APARTMENTS
AMENITIES LOCAL UNITS
KPIsBETA TESTING
AD COPY & ANALYTICS
LANDING PAGES
LANDING PAGES ARE THE FINAL DESTINATION URLsTHAT WE SEND PROSPECTS TO VIA THE PPC AD.
TYPICALLY, THE LANDING PAGE IS THE HOME PAGE OF YOUR PROPERTY'S VG.COM LISTING OR
STAND ALONE WEBSITE.
PAGE POSITION
TOP OF PAGE SEARCH RESULTS FOR PPC ARE NOT RELEVANT TO THE CONSUMER ANY LONGER.
THE END USER IS ALL ABOUT RESEARCHING THEIR NEXTPURCHASES. THEY ARE LOOKING PAST PAGE 1 SEARCH RESULTS.
HIGHER CTRON PAGE 2& HIGHER
WE ALL KNOW HOW THIS STORY GOES...
PPC CAN DRIVE TRAFFIC IN THE INTERIM,
ESPECIALLY FOR UPSs and LEASE-UPs.
SEO IS THE ULTIMATE DRIVER, IN THE LONG RUN.
WHAT IS SEO?An acronym for Search
Engine Optimization, SEOis the process of
improving search enginerankings on search
engines like Bing, Yahoo,and most importantly,
GOOGLE!!Unlike PPC, SEO does not
require a budget togeneral clicks on each
listing. It requiresSTRATEGY AND LONG
HOURS!
QUALITY INBOUND LINKS
QUALITY________
QUANTITY
QUALITY CONTENT- Increases your chances ofsecuring natural links withquality relevant pages
- Establishes authority withGoogle
- Utilizes relevant keywordswith high, targeted searchvolume
- Encourages interest fromreaders
- Answers prospectsinquiries to provide useful,shareable content
QUALITY CONTENT
SEO
USER EXPERIENCE
- Fixing broken or dead links
- Updating metadata with relevant keywords and alt tags
- Increasing site speed, time on website, and also increasing clickthrough rates (CTR)
- Emphasizing mobile friendliness
AUTHORITY
ANALYTICS
OUR GOAL: TO PROVIDE MONTHLY SEO ANALYTICS REPORTS,CUSTOMIZED TO YOUR SITE'S KPI'S AND BENCHMARKS
WHY DO YOU NEED BOTH PPC AND SEO?
- VISIBILITY
- SHARE KEYWORD DATA
- USE BEST PERFORMING PPC AD COPY TO INFORM SEO CONTENT