Google Search, AdWords, SEO & Analytics

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<p>Google Search.AdWords. SEO. Analytics.JAMES HARRISON, HEAD OF SEARCHSEO by the HOUR / BETTER WEB MARKETING2/18/2015</p> <p>1IntroductionJames Harrison10 years internet marketingEmphasis on search engine marketing (SEO &amp; PPC)</p> <p>Audience QuestionsAlready running AdWords account?Google Analytics installed?Running mobile Ads?Google is not your primary search engine?</p> <p>10 Year Internet MarketingFreelancer, to Working at Agency (Kickball Team), Partner, Consulting, 2 Time Google AdWords ProfessionalSpecialize in Search Engine Marketing (SEO &amp; PPC) But tie in Social, Local Search, Social Media, Blogging, Web Design, Conversion Optimization &amp; Content Marketing</p> <p>SURVEY: Take note of how many answer each question2SummaryGoogle Search Importance of getting found on Google</p> <p>AdWords - How to setup &amp; manage Google AdWords</p> <p>SEO Strategies and advantages </p> <p>Analytics Measuring success</p> <p>And if you feel like you havent learned a thing, leave time for questions and answers. Hopefully I can help.3Google SearchTHE #1 search engine</p> <p>4Google Search - StatsSearch Engine Share as of Jan 2015*Google - 88.1%Yahoo! 4.13%Bing 4.53%</p> <p>*Stats from Statistica</p> <p>Google is the Business - 88%Talk about diff search engines (There are others)Firefox &amp; Yahoo PartnershipYahoo &amp; Bing Partnership</p> <p>Various surveys suggest anywhere from 78% 95% of people use Google as their primary search engines.</p> <p>5Google Search - Stats</p> <p>Google processes over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year.</p> <p>Why Google Search?1 trillion searches per year - They get most searches because they deliver the best results (200pt Algorithm that constantly updates (Panda &amp; Penguin Updates) to combat spam, black hat SEO &amp; to adapt (or initiate) new user habits works!)91% Success rate compared to Bings 76%User friendly Fast, Easy to Use</p> <p>So if you are going to search something like. 6Google Search - Listing TypesPaid: (Sponsored Results) AdWords, Campaigns, Budgets, Bidding, Keywords, Ads</p> <p>Organic: Most Relevant, Most Votes, Best Sites, User Performance, SEO</p> <p>Local: Google Maps, Google Business, Google+, Business Directories, Citations, Local SEO</p> <p>OrganicRelevant to user Intent Keyword friendlyMost Backlinks = Most VotesTo Be Considered the Best You Have to Be the BestHow Users Perform on Your Website(All of the Above is SEO)PaidGoogles Paid OptionBidding &amp; BudgetsCampaigns with Ad Groups with Keywords &amp; AdsOther Search Engines Have Paid Options TooLocalGoogle Listings Next to MapsGoogle Plus &amp; Google BusinessBusiness Directories &amp; Citations7AdWordsPaid search</p> <p>8AdWords What is AdWords </p> <p>Pay Per ClickPPCAdWordsPaid SearchAds</p> <p>Paid Listings / Sponsored Listings / AdsOrganic results accounts for just 14.8% of the above the fold pixels? Sponsored Ads on high commercial intent keywords take up 85.2% of the above the fold pixels.On average, the top 3 spots take 41.1% of the clicks on the SERPsCompetitiveness &amp; total bidders will determine how many are paid or organic45.5% of People couldnt identify paid ads on the SERP if there wasnt a right column according to a survey</p> <p>9AdWords Advantages/DisadvantagesAdvantagesAttract Target CustomersTarget Specific KeywordsPay-per-VisitTarget Geographic LocationsEasy to Manage</p> <p>DisadvantagesCostlyOnce you stop paying, traffic stops</p> <p>Disadvantages Costly, requires budgets, some keyword costs$1 Click, 100 Visits = $100/day, $3,000/mo.As soon as you stop paying, its over.Ideally, youll be able to see that you make more than $3,000/mo from AdWords and look at it as an ongoing investment with good Return</p> <p>10AdWords LiveGetting the most bang for your buck</p> <p>Today we are going to show you how to set up an AdWords account. Through the process you we hope to; 11AdWords Live Demo AdWords Dashboard: Set up an account &amp; run adsCampaigns: Create a campaign and adjust campaign settingsBudgeting: Decide daily ad spend (Cost-per-click, Marketing Budget, cost per conversion goal)AdGroups: Keywords &amp; Ads (in perfect harmony)Quality Score: Googles AdWords algorithm to determine best ads to display to make everyone happyTracking Conversions: Determine how much each conversion is costing you and their exact sources</p> <p>What is the cost per click based on?Make sure you know your advertising area and only advertise in your desired location(s). (PPC/AdWords)</p> <p>Budgeting: Competition will always spend way more than you can imagine. Start with large enough budget to get enough info to tweak campaigns. </p> <p>Quality Score: Googles AdWords algorithm to determine best ads to display to make everyone happy. (Gogole Money (CTR), People Keep using Google)</p> <p>Tracking Conversions: - Which keywords, Ads, Positions</p> <p>12AdWords - AdGroups KeywordsAdGroup Keywords: Group related keywords into AdGgroups (kickball city, social sports club) is one of the most important tasks. Small amount of keywords per ad groupPreferred Match Type: Exact MatchBroad MatchBroad Match Modified+Phrase ExactNegative Keywords: Run a search term report if doing broad or in pastIndividual Keyword Bidding: 1st Page Bid Estimates, Lowest Possible CPC, Find Optimal Ad PositionBidding on Brand: More clicks, click share, cheap because of QS, avoid clicks to competition</p> <p>AdGroup KeywordsSmall amount of keywords per ad groupSo Ads can focus on keywordsSo you can pause, run, create settings for specific groups of keywords</p> <p>Match Type ExactBroad could trigger terms you arent ready forSpend money of terms you werent exact targetingBut phrase &amp; broad match does open door for more termsUse keyword report to find exact terms typed inAdding Negative KeywordsBidding Can set to time of day, days of week, 1st page estimates (can fluctuate based on others), position targeting, lowest CPC possible (bid strategy) Bidding on brand can increase clicks, prevent competition thievery, super cheap anyway (check SERP).13AdWords AdGroups AdsAd Creative: Creating the perfect (converting) ad that turns your paid users into conversions plays a major role in your AdWords campaign success</p> <p>Split testing Ads: Always split test 2 or more ads and run routine variations to improve metrics</p> <p>Quality Score: Increase your Quality Score with ad copy relevance</p> <p>Landing Page: Ads should be windows to your website</p> <p>Creating an Kick ass ad for kickball </p> <p>Quality Score: Increase your Quality Score with ad copy relevance. Googles PPC Algorithm, More later</p> <p>Sending ad to kickball page, not bowling14AdWords - Track ConversionsConversions in AdWords: Install conversion script onto conversion tracking page to start tracking conversions in AdWords.</p> <p>Start Tracking:Conversion RatesCost Per ConversionsConverting KeywordsConverting Ads</p> <p>15AdWords - ManagementPPC Management: Involves setting up campaigns, split testing ads, managing CPC bidding, improving cost per conversion, increasing quality score, watching the competition, split testing landing pages, finding more target keywords, etc.</p> <p>Hiring a Service Provider Option: Paying a professional PPC Manager $500 to manage $1,500 could results is 3 times as many visitors &amp; conversions as managing $2,000 yourself.</p> <p>Hiring a Service Provider Option: Paying a professional PPC Manager $500 to manage $1,500 could results is 3 times as many visitors &amp; conversions as managing $2,000 yourself.Consider how they may be able to cut cost per click in halfMake twice as many visitors convertOnly attract targeted trafficWrite experienced and effective ad copy16SEOSearch engine optimization</p> <p>17SEO What? </p> <p>SEOOrganic SearchSearch Engine Optimization</p> <p>SEO is the process of trying to rank a website organically.</p> <p>94% of all Searches Click on Organic</p> <p>Depending on industry, type of term and how many ads there are, roughly 35% - 80% of all users click on the 1st listing.</p> <p>We keep click on top results because Googles Algorithm is that Good. We really trust that they #1 (or 2or 3 spots) are exactly what we are looking for. Good Job Google</p> <p>The goal is to be #1 or at least rank on the 1st page of Google18SEO Googles Backbone</p> <p>Organic Search Results: Google delivers the best results. Their ultra-relevant organic search results is what makes Google who they are today. Organic Rankings: To rank high on Google, you must implement onpage and offpage strategies to prove to Google that your website is the most relevant.</p> <p>Benefits of SEO:Long Terms Rankings: Top rankings are long lasting because positions are earnedFree Traffic: Organic traffic is free. No cost per visit</p> <p>Search ResultsInformation: Google has more than any other privately owned company in the worldRankings will cover in more detail later</p> <p>19SEO Onpage StrategiesKeyword Relevance: Your website has to be relevant to users intent</p> <p>Content: Content must be rich, unique and share worthy</p> <p>User Performance: Bounce Rate, Time on Site, Pages Visited</p> <p>Page Speed Insights: Google wants to speed up the web (user friendliness)</p> <p>GWT: Google Webmaster Tools as a resource to help you clean up your website</p> <p>KW Relevance Keyword Placement, Answers Questions for Suggestions, Searched Finds Everything They Are Looking ForCONTENT IS KING!!! Is what attracts links, bots, searchers, visits and keeps users trusting and coming back for more. Content can be content, video, pictures, graphs, whatever keeps them on your websitePage Speed - The slower a site, the less user friendly it will be. Google has said that a sites speed directly affects its ranking potential. In addition, there are many studies showing that faster page loading times significantly improve conversion rates. Other Tools (see resources)GWT HTML Suggestions, Crawl Errors, Links to Your Site, Submit XML Sitemaps, See Keywords to Sites, How Sites Looks to Google, Tract Structed markup Traffic, Configure Settings, etc. Bing has one too.20SEO Offpage StrategiesLink Building: Links Count As VotesMentions / Citations: The more your site is mentioned on the web, the more authoritative it becomesPR: Relevant to what people are looking for todaySocial Buzz: Is your website buzz worthy? Does it get mentioned on social sites? </p> <p>Is your website dull and nobody voting for it?LINKS: Is your website worthy of links from other webmasters?MENTIONS: When Google finds your name on net, is it on a good site or surrounded by relevant content Citations relates to Local too with NAP consistencyPR: When someone is searching for what you offer, can Google assume its you they are looking for based on todays industry topics?SOCIAL: Do the sites that mention you have a social following? If real life people are willing to share you, like you, tweet you, etc, then it must be safe to rank your website. 21Google AnalyticsMeasuring Success</p> <p>Ok so youve done the research, found the keywords to target, set up your campaigns, optimize your landing pages and put some budget into all of this, now what? </p> <p>How can you track progress, if its working, and know what you need to improve?/22Google Analytics - FeaturesIts Free!!!!!!!Track DemographicsTrack Website PerformanceTrack Keyword TrafficTrack Traffic SourcesTrack GoalsTrack SeasonalityHelps Increase ROIIndustry Benchmarking</p> <p>Demographics: Browsers, devices, location, even service providersPerformance: Bounce Rate, Time on Site, Pages VisitedTraffic from all keywords, whether paid or organicTraffic from all sources, referral, direct, social, organic, paidGoals: Tracks goals all the way back to traffic source or keywordsSeasonality: When what times of the year (or months, weeks, or even days) you get most trafficROI: Information can teach you things about your website to improve for better ROIBenchmarking: Compare to industry23Google Analytics Live DemoAcquisition: Traffic Sources, determine key phrases</p> <p>Behavior &amp; User Performance: Bounce rate, time on site, pages visited</p> <p>Audience: Demographics, Geo</p> <p>Conversions: Creating Goals</p> <p>Create Dashboards: Easy top level view of only the things you care about</p> <p>Administrative: Users, Tracking Code, Custom Alerts &amp; Email Notifications, Reporting</p> <p>24TipsAll Search Engine Marketing</p> <p>Now that weve going through adwords and talked about SEO, well discuss someSome tips that apply to all forms of search engine marketing; 25Tips - Setting Goals</p> <p>Website Goals: Its important to know what your website is trying to achieve and its value (phone, signup, newsletter, purchase, etc.). </p> <p>Target Keywords: Finalize your target keywords based on user intent, search volume &amp; competitiveness.</p> <p>Remember Click Share: Set Realistic Expectations</p> <p>GOALSWhat exactly are you spending your money on? Cant be for traffic. You want each user to do something specific. And how much are each of those conversions worth?Is search campaign converting enough for ROI</p> <p>Finalize Your Target Keywords and their keyword traffic stats. Tie together with click share &amp; website conversion rate to determine how much you can invest in SEO. Keyword Tools to determine competitionSEMRushGoogle AdWordsGoogle Webmaster ToolsBing Webmaster ToolsResources Page Hint</p> <p>Click Share: Just because a keyword gets searched 1,000 times a month doesnt mean you will get that many visits. Realistically. AT VERY BEST, ranking # with 10% site conversion rate will result in;940 Users Clicking on Organic Listing320 Users Click on Your Listing (35% of % of Organic Clicks)32 Users Convert (10% conversion rate of User Clicks)</p> <p>26Tips - ResearchKeyword Research: Know which keywords to target and understand visitor intent</p> <p>Competitive Research: Identify your competitors and quantify their PPC investment &amp; SEO efforts. </p> <p>Audience Research: Know your audience demographic</p> <p>Keyword Research: Use keyword research tools, brainstorm target user terms, terms your competitors are targeting, etc.</p> <p>Competitor Research: Learn from their campaign successes (and failures) to minimize your own risk. Know your competitors, what they offer, what they are saying, where they advertise, etc. </p> <p>Audience Research: what type of people are typing in your target terms, what terms your target users are typing, locations, devices, etc. REMEMBER: Make sure you know your advertising area and only advertise in your desired location(s). (PPC/AdWords)</p> <p>Some of these things we can learn for Google Analytics.27Tips - Landing PagesYour landing page needs to be the most relevant and the best choice.Landing Page Questions to Ask YourselfIs this page relevant to my target keywords? Does it answer users questions &amp; satisfies user desires? Is your conversion goal easy to understand?</p> <p>Mobile: If user is visiting using their iPad or android are they having a pleasant viewing experience? (add click to call for mobile)</p> <p>Optimizing Landing Pages can help you Gain a competitive edge.</p> <p>28Questions and | (858) 649-6525 | </p> <p>29</p>