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PPC Growth Hacking for WordPress SEO
Adwords and Facebook Pixel etc. etc.
@petermeadit
Use PPC for SEO, why no traffic? DON’T PANICNo traffic, DON’T PANIC
● Use PPC to get traffic● Get #1 Ranking: Um... NO!● But it can help SEO in other ways● Testing Keywords ● To promote content ● All traffic is paid in the end● Most PPC is pretty well priced?
Understand paid Traffic Why would I Pay Traffic:
● Getting established in the Market● Or preferred traffic channel● High traffic sites so they SELL it to you● All paid traffic was originally organic
PPC ads are a bit like Paid Links● Basically you click on the ad link● So consider the quality of the ad network● Go for the best ad networks● Eg. Avoid low quality banner ads sites
...bypasses for traffic
“Brain the size of a planet...
and you just want to pay for traffic?”
Choose your paid traffic sourcesQuality ad networks
● Adwords & remarketing● Facebook & retargeting● Banners on 3rd Party sites● Many more: Bing Ads, Twitter, Outbrain etc.
Lots of platforms offering Paid Traffic
Choose Tools to Manage and Measure PPCManaging and Measuring:
● Google Analytics - a good should be standard● Tag Manager - custom tracking, buttons etc.● Facebook Business Manager - Retargeting pixel.
Plenty more tools: ● WordStream for premium PPC management● Use SEMrush for competitive analysis
...Many more tools available
electronic book... tool
Use SEMrush tools to spy on competitor PPCLet’s see what PPC Wordstream is doing wordstream.com
See what keywords your competitor useSEMrush for seeing keywords are our competitor is doing well for?
Check your competitor adsUsing SEMrush we can see competitors ads, good and bad
Get Basic WordPress settings right for PPC● You still need a well configured WordPress site● Site title and description, Permalinks and URLs, etc. ● Can your site can be indexed
Don't fall for the oldest WordPress SEO issue of all time:
Use Yoast SEO for WordPress● Others available: All in One SEO Pack etc.● Yoast Features Speed up onsite SEO tasks ● Download from Yoast: yoast.com
Setup robots.txt
● Configure your robots.txt file in Yoast● include sitemap.xml
In Depth robots.txt info at SEOBook:tools.seobook.com/robots-txt
Get Site Speed sorted● Always keep improving your Website speed ● Check your hosting is reliable and can handle the traffic?
● More perfomance optimization from Chris Burgess: slideshare.net/chris-burgess/web-performance-optimisation-27075060
... Yes but what’s the question?”
“The answer is...”
Get Analytics on your WordPress Site● You NEED an Analytics Account ● Copy the tracking code ● Put it on your site using Insert Headers and Footers plugin● Or paste into header or footer .php file… changes may be lost...
Go ahead and use Google Tag Manager● Create a Tag Manager Account, and container: tagmanager.google.com● Places all HTML Tags and scripts for tracking on your WordPress site ● Controls how Tags are Fired and Handled, Using Triggers, Variables and Data Layer● Put tag manager code into your header.php under the <body> tag.
● More about tag manager: support.google.com/tagmanager
Use Tag Manager to put Analytics on WordPress ● Use Tag Manager to deploy your Analytics Tag
Use Preview and Publish ● Can test the tag before deploying it ● Can see which tags have fired on the site● Shows version number and any unpublished changes
Use Tag types for Conversions & Remarketing ● Tag Manager gives you some ready made functionality● Not so with the Facebook Pixel will need to create as html tag
Install Google Tag Assistant Chrome Extension ● Tag Assistant can help test tags and the data being sent
Get Pixel Traffic - Facebook Business Manager
● Start: business.facebook.com
● Click “Create Account” button
● Yes there is a Learning curve
● Worth the effort to get return visits
So you visited a site, then ads appear on Facebook?
Use the New Facebook Pixel You can now use the Facebook pixel to measure, optimize and build audiences for your ad campaigns, and no longer need to implement the conversion pixel and Custom Audience pixel.
● The Facebook pixel is used to Build Custom Audiences from your website to do remarketing
Use Tag Manager to Add the Pixel● Google gives no function button for a Facebook tag, no.● Create a Custom HTML Tag for this
Make sure FB can see the Pixel on your site● Go get the FB Pixel Helper Chrome extension
Create the Facebook Ad include Instagram
Do AudiencesExperiment with audiences:
● Rules for people ● And parts of your website● Been to a landing page● Add multiple conditions ● Include past traffic● Maximum time 180 days
Do the pixel, dive in and try it
There is no teacher like experience● Dive in, and start creating audiences● Get traffic to another page, maybe your newest article● Send traffic back to an eBook download page
Dive in deeper here:
https://wpsmackdown.com/facebook-business-manager-setup/
PPC SEO: Adwords has NO effect on
Ranking? ● It’s a different system ● Different database
So why use it for SEO?
Use PPC to assist your SEO
You CAN use PPC to assist your SEO and drive traffic to your WordPress site
● You may be optimising for the wrong keywords, how would you know? ● You spend months trying for the rankings and then find you missed the target
Use PPC to test traffic, conversions etc. to guide your organic optimisation
Use Quality Score to optimize your pageQuality Score in Adwords is checked by a different robotAll Google bots have a similar mission; QUALITY
● Adwords to improve Quality Score● Shortcut Organic SEO process
How can PPC impact SEO:http://www.wordstream.com/ppc-seo
Use PPC and SEO togetherWhen used together PPC and SEO can:
● Increase visibility by giving you an extra green SERP, ○ Another 1st page result○ More real estate opportunity
● Use Adwords for reputation management Ads○ What keywords have a bad rep?○ Use some ads for those keywords
● More Visibility on Social Media○ Appear on more people’s feeds more often○ Get specific with targeting options
Is PPC or SEO Better for Driving Traffic to Your Website?https://www.entrepreneur.com/video/233840
Use PPC to promote content views and shares Get your content to the right audience quickly:
● You spend a ton of time creating content, so promote it● Research your buyer personas● Create highly appealing content for your persona● Create a custom FB audience to target said persona● Create a visually appealing ad for this audience ● Optimise some ad copy for this audience ● Run the ads and measure, we are aiming for viral● Test, test, test and retest
PPC to promote content and go viral: http://searchengineland.com/using-ppc-marketing-make-content-go-viral-heres-works-218476
“Enough free traffic for you...
