Pay Per Click _ SEO by gjmpzlaezgx

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									Pay Per Click & SEO

Spring 2007
Nick Stocks – Director Internet-Dept
Charles Ward – Weblift
Overview

Research


Pay Per Click Tips


Search Engine Optimisation Tips


Summary
Research

Question:


How many of the audience feel they have carried out sufficient
research?


•Your objectives
•Visitor objectives
•Target markets
Research

Question:


What research have you done?
Research

Why?


-Understand your market
-Research the competition
-Develop marketing focus
-Identify where the gaps are
-Identify the potential
Competitor Analysis
Main Competitor Locator


Who are my main competitors?
Are You Listed?
Main Competitor Locator


Who are my main competitors?
Competitor Analysis
In Title Test


Assess the volume of competition:




intitle:“key phrase"
Competitor Analysis
In Title Test


Assess the volume of competition:




intitle:“key phrase"
Competitor Analysis
In Title Test


Assess the extent that key phrases have been utilised by key competitors:




intitle:“key phrase" site:www.my-competition.com
Competitor Analysis
In Title Test
Key Word/Phrase Analysis
Why is it important?


• Helps you find out what phrases people actually do use
• It’s great for helping you to identify ‘lateral’ phrases
• Helps develop marketing focus for each page or section
• Helps develop site structure
• Essential for Pay Per Click (structuring your campaigns & ad groups)
Key Word Phrase Analysis
What traffic is out there?


•There are 3000 searches in Google every second of every day!
• Google has the largest market share




 Source – www.hitwise.com April 2007
Resources
Some research tools for you




Yahoo/Overture tool keyword research tool
http://inventory.overture.com/d/searchinventory/suggestion/


Word Tracker – link
http://www.wordtracker.com/
Pay Per Click & SEO

Some questions for you


• How many members of the audience have a website?


• How many members of the audience are actively doing SEO?


• How many members of the audience are using PPC?
Pay Per Click & SEO

How Do PPC & SEO Fit Together?
Pay Per Click & SEO

How Do PPC & SEO Fit Together?
PPC – What is it?
PPC – Why is it so good?
What makes it so special?


• You only pay when someone clicks
• If you become good at it Google rewards you
• It’s very fast
• It can be targeted precisely geographically/demographically
• Testing and measuring are simple
• Get the basics right and the ROI will follow
• What is your mission?
PPC – How do you do it?
• Starting out
    • Sign up for Google Adwords
    • Setup your campaigns
    • Setup your first ad group
    • Build your first advert
    • Setup keywords/phrases and bids


• Ongoing
    • Maintain and manage your campaigns
    • Improve them!
PPC – Campaign Structure
PPC – How do you do it?
Pay Per Click

6 Ways to get more out of your PPC


• Do better research
• Match advert & landing page to your unique visitor
• Don’t use too much ‘brute force’
• Don’t put too many keywords into one ad group
• Use ‘peel and stick’ to improve ad group performance
• Control your budget
1 – Do Proper Research

Ignore research at your peril!


• Proper keyword/phrase research
 is absolutely vital


• What are your visitors looking for?


• How about the competition?
2 - Matching Ad & Landing Page

You must match your advert & landing page to each unique visitor


• Laser targeted campaigns & ad groups throughout


• Start out with targeted keywords


• Adverts aimed at those keywords


• A landing page specific to the adverts


• Don’t forget to test them
3 – Don’t use ‘Brute Force’
You can’t bludgeon your way to success
• The ‘shotgun’ approach
    • Do your research/brainstorming
    • Set up an ad group
    • Put all your keywords into the ad group
    • Put up one advert
    • Send all the traffic to the homepage
    • Hope they find what they want!


• Offline vs Online
4 – Too many keywords

The old approach
• ‘You need loads of keywords’
• Does this work?




The correct approach
• Start with one phrase or just a few phrases
• Work with these until you are happy with the performance and ROI
• When you are happy move onto others
4 – Too many keywords
5 - Peel & Stick

How Do you fix the keyword problem?


• Cut out keywords that are working one by one
• Put each into it’s own new ad group
• Copy the ad that was working from the old ad group
• Write a second ad to split test against
• Adjust bids to win traffic away from the old ad group
• Once traffic has moved over delete keyword from old ad group
• Eventually old ad group only has keywords that were not performing
5 – Peel & Stick
6 - Budget Control
Question – How do you control budget?


• Lots of people worry about this!


• You need to get this right from the start


• Google has got good ways of controlling budget


• Consider using bid amounts to control overall spend
PPC – How do you do it?
PPC - Resources
Helping you to get the basics right


• Book by Andrew Goodman
    • ‘Winning Results with Google Adwords’
    • Look for it on www.amazon.co.uk


•E-book by Perry Marshall
    • ‘The Definitive Guide to Google Adwords’
    • www.perrymarshall.com/adwords
SEO – What is it?
Search Engine Optimisation
What is it?


Organising the coding & content of your website to achieve maximum
position & coverage within the ‘natural search’ results.



Why is it important?


•Most internet users find their way to webpages via search engines
•You don’t want to have to be reliant upon PPC campaigns
Search Engine Optimisation

OUI!


Optimise


Update


Inbound links
Search Engine Optimisation

OUI - Optimise

Get the basics correct
FOR EACH PAGE – Think ‘Theme’


1 – 3 key phrases per page
Search Engine Optimisation

OUI - Optimise

Get the basics correct
FOR EACH PAGE


•Meta Tags
    •Title
    •Description
    •Keywords
Search Engine Optimisation

OUI - Optimise

Get the basics correct – FOR EACH PAGE
•Meta Tags
    •Title
    •Description
    •Keywords
Search Engine Optimisation

OUI - Optimise

Get the basics correct – FOR EACH PAGE
•Meta Tags
    •Title
    •Description
    •Keywords
Search Engine Optimisation

OUI - Optimise

Get the basics correct
FOR EACH PAGE


•Heading Tags
•Alt Tags
Search Engine Optimisation

OUI - Optimise

Get the basics correct
FOR EACH PAGE


•Heading Tags
Search Engine Optimisation

OUI - Optimise

Get the basics correct
FOR EACH PAGE


•Heading Tags
Search Engine Optimisation

OIU - Optimise

Get the basics correct
FOR EACH PAGE


•Alt Tags
Search Engine Optimisation

OIU - Optimise

Get the basics correct
FOR EACH PAGE


•Alt Tags
Search Engine Optimisation

OUI - Optimise

Get the basics correct – FOR EACH PAGE
•Remove unnecessary elements from code
Search Engine Optimisation

OUI – Update content regularly


Size Matters


Frequency Matters
Search Engine Optimisation

OUI – Update content regularly


•Dynamic content – User created


•Other types of document – specifications / white papers / presentations
Search Engine Optimisation

OUI – Inbound Links


•MUST be quality links


•No links from a fish farm in Arizona…


•Credible, high page ranking domains –


         Publishers, Government sites, Academic sites…
Summary

Bringing it together


Research Properly – PPPPPP


Use PPC for highly competitive phrases & immediate results


Use SEO for niches / gaps / easier phrases – remember it’s long term
Thanks For Listening

Any Questions?


Nick Stocks
Internet-dept Ltd
Office: 08450 725 705
www.internet-dept.com           Download this seminar from :

Email: nick@internet-dept.com
                                www.businesslinkwessex.co.uk
Charles Ward
Weblift
Office: 08450 580 544           www.internet-dept.com/resources

www.weblift.co.uk
Email: charles@weblift.co.uk

								
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