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By Tara West
SEO & ADWORDSWHAT YOU NEED TO KNOW
WHAT YOU’LL TAKE AWAYWhat You Will ‘Take Away’…….• What you will need to know at work• Basic understanding of SEO• Basic understanding of AdWords• Careers in Search Marketing
SEO Enhancing websites so search engines perceive them as high
quality and relevant to particular subject areas
AdWords A Google service offering many
different formats of online advertising on search results
pages and other online content
ALTERNATIVETOPIC OR IDEA
Yeh but no but… Am I boverred tho?
Starting your own business
Placement
Work Client Side
WHY YOU SHOULD CARE!
Everyone’s doing it…
Work Agency
Side
SEARCH ENGINEOPTIMISATION (SEO)
WHAT DOES SEO INCLUDE?
SEOLink Building & Online PR
Keyword Research
Traffic and Rankings Analysis
Social Media
On-Page Factors & Content
Technical Factors
Email Marketing
Online Advertising
WHERE DOES SEO FIT IN?
Online Marketing
Your Website
Affiliate
SEO
WHAT SEO CAN BE USED FOR?
Brand Awareness & Management
Local Search
Traditional SEO
BENEFITS OF SEO
Accountable
Cost EffectiveBenefits Search Engines & Users
Searchers are already engaged
Branding & Direct Response
Long Term Strategy
NEGATIVES OF SEO
Highly Competitive Resource intensive
Ever Changing Algorithms
Longer to see results
Google are Removing Data
Black Hat Techniques
Keyword Research
Technical Optimisati
on
On-Page Optimisati
on
Off-Page Optimisati
onAnalytics
Monthly On-going Optimisati
on
KOOZAI’S SEO PROCESS
KEYWORD RESEARCH
Commercial Intent
Long Tail
Competition
Expectations
Short TailSearch Demand
TECHNICAL OPTIMISATION
Meta Tags URL Structure
Heading Tags Image Optimisation
Robots.txtXML Sitemap
ON-PAGE OPTIMISATION
300 Words of Content (min)
Add Content Regularly
Stay on Topic Use Appropriate Headings
Avoid Keyword Spamming
Structured Paragraphs
OFF-PAGE OPTIMISATION
Guest Blogs Creative Content
Social Signals Local Profiles
Press ReleasesSocial Profiles
ANALYTICS & MEASUREMENT
Visitor Numbers
Bounce Rate
Time on Page or Site
Goals & Conversions
Keyword Rankings
Branded & Non-Branded Traffic
GOOGLE ANALYTICS
ADWORDSADVERTISING
Search Network
Display Network
TYPES OF ADWORDS ADVERTISING
Re-Marketing
Video Advertising
PAY PERCLICK (PPC)
BENEFITS OF PPC
Instant Visibility
Searchers are Already Engaged
Accountable, & Cost Effective Highly Controlled
Direct Response
Competitor Bidding
NEGATIVES OF PPC
Highly CompetitiveSpecialist
Knowledge
Product Type Limitations
Ever Changing Interface
Approval IssuesRising Costs
PPC ACCOUNT STRUCTURE
Account
Campaign Campaign Campaign
Ad Group
Ad Group
Ad Grou
p
Ad Grou
p
Ad Grou
p
Ad Group
Ad Grou
p
Ad Grou
p
Ad Grou
p
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
Key-words
ADWORDS ANALYSIS
• CTR (Click through Rate)• Impressions• Average Cost per Click• Cost
• Average position• Impression Share• Conversions• Conversion Rate
PPC FOR BRANDING
DISPLAYADVERTISING
20%OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
WHY ADVERTISELIKE THIS?
WHEN YOU COULD ADVERTISE LIKE THIS:
YOUTUBEADVERTISING
89%OF ONLINE POPULATION REACHED BY YOUTUBE ADS(Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687453)
YOUTUBE ADVERTISING
http://www.youtube.com/watch?v=jjJaNbMN6-g
ADWORDSREMARKETING
MAKE IT PERSONAL
RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE A
PURCHASE
70%
(Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)
SEO OR ADWORDS?
SEO vs AdWords
DID YOUKNOW? $17
billionINTERNET AD REVENUE IN FIRST
HALF OF 2012
Analytics Specialist
Account Manager
Technical SEO
SEARCH MARKETING CAREERS
Search Specialist
Ecommerce Manager
Head of Search / Director
Search Team
Manager
Digital Marketing Executive
RESOURCEShttp://www.stateofsearch.com/
http://www.seomoz.org/blog / http://www.seomoz.org/beginners-guide-to-seo
http://searchengineland.com/
http://adwords.blogspot.co.uk/
http://googlewebmastercentral.blogspot.co.uk/2012/10/google-webmaster-guidelines-updated.html
http://mashable.com/ (good for general tech news)
IMAGES http://adictoayoutube.blogspot.co.uk/2010/05/dominos-pizza-mi-
favorito.html
http://rt.com/programs/why-care-summary/
http://modernl.com/article/google-privacy-and-you
http://www.caughtoffside.com/2011/11/19/2011-fifa-puskas-goal-of-the-season-award-the-ten-great-goals-video/
http://www.telegraph.co.uk/sport/olympics/9511821/Missing-West-African-Olympic-boxers-found.html
