Getting found by google is high on the list for most marketing managers these days. Here Elyse covers the basics of three key components of this challenge - SEO, PPC and Analytics.

1. The
Power
of
Keywords
–
SEO,
PPC
and
Analy8cs
Elyse
Merriman
Freelance
Digital
Marketer

2. What
is
a
keyword?
Wordstream
says
it
best:
“Your
SEO
keywords
are
the
key
words
and
phrases
in
your
web
content
that
make
it
possible
for
people
to
find
your
site
via
search
engines.
A
website
that
is
well
op8mized
for
search
engines
‘speaks
the
same
language’
as
its
poten8al
visitor
base
with
keywords
for
SEO
that
help
connect
searchers
to
your
site.”
A
keyword
phrase
is
a
keyword
made
up
of
more
than
one
word
(i.e.
blue
socks,
black
composite
decking,
red
high
heel
shoes)
but
is
s8ll
a
phrase
people
would
type
into
a
search
engine
to
find
your
website.

3. SEO
What
is
SEO
(Search
Engine
Op2misa2on)?
“SEO
is
the
prac8ce
of
improving
and
promo8ng
a
website
to
increase
the
number
of
visitors
the
site
receives
from
search
engines.”
(Source:
hSp://moz.com/beginners-­‐guide-­‐to-­‐seo)
It’s
not
only
about
making
your
site
beSer
for
search
engines
but
also
for
the
visitors
to
your
site.
Why
you
need
SEO?
You
need
SEO
because
the
majority
of
traffic
to
websites
comes
from
search
engines.
About
80%
of
this
is
from
Google,
with
Yahoo
and
Bing
being
the
next
two
largest
search
engines.
(Source:
hSp://moz.com/beginners-­‐guide-­‐to-­‐seo)
How
can
I
improve
my
SEO?
Through:
*Content
*Meta
8tle,
descrip8on
and
alt
tags
*Backlinks

4. SEO
-­‐
Content
Search
engines
want
to
answer
the
ques8ons
that
searchers
have.
Google
rankings
are
based
on
merit
–
they
want
to
give
searchers
the
best
match
for
their
ques8on.
When
op2mizing
your
website
for
keywords
you
should
focus
on
having
your
keyword
in:
• The
8tle
of
your
content
• The
first
sentence
of
your
first
paragraph
• At
least
one
heading
within
the
content
• The
page’s
URL
Other
factors
that
boost
SEO
is
content
that:
• Is
at
least
300
words
in
length
• Contains
outbound
links
• Has
a
rela8vely
short
URL
• Is
easy
to
read,
with
concise
sentences
Make
content
shareable!
Add
in
a
social
media
widget
that
allows
people
to
share
on
Facebook,
TwiSer,
LinkedIn,
Pinterest,
and
Stumbleupon.
Google
takes
into
considera8on
how
many
8mes
your
content
is
shared
and
how
many
people
link
to
your
content

5. SEO
–
Content
-­‐
Crea8on
It
is
important
to
con8nue
to
create
content
for
your
website
to
keep
it
current
and
gives
people
something
to
share
on
your
website.
You
can
do
this
through:
*A
blog
*Case
studies
*NewsleSer
archive
*Gallery
*Catalogue/lookbook
*How
to
guide
or
whitepaper
Content
is
about
being
generous
to
your
customers/poten8al
customers.
Good
quality
content
is
important
because
it
will
drive
visitors
to
your
website
and
in
turn,
help
to
boost
your
search
engine
rankings.

6. SEO
–
Meta
data
Meta
data
contains
both:
• The
page’s
meta
8tle
and
descrip8on
• The
alternate
text
field
of
any
images
you’ve
included
Meta
data
gives
a
“preview”
to
the
searchers
of
what
the
page
is
about
Meta
2tle:
55
characters
in
length
Meta
descrip2on:
115
characters
in
length
Alt
tags:
125
characters
but
the
more
concise
the
beSer.
Alt
tags
lets
Google
know
what
a
picture
is
a
picture
of
If
meta
data
is
lej
blank,
Google
will
determine
what
to
display
in
its
search
engine
rankings
for
you
–
which
may
not
be
what
you
want
it
to
be!
Use
a
character
counter
(hSp://www.typetools.co.uk/google-­‐tool)
to
help
get
lengths
right.

7. SEO
–
Meta
data
examples
Examples
of
meta
2tle
and
descrip2on
for
“gardening
equipment”
on
Google
Examples
of
alt
tags
for
“gardening
equipment”
on
Google

8. SEO
-­‐
Backlinks
What
is
a
backlink?
A
backlink
is
a
direct
link
to
your
website
from
another
website.
Quality
over
quan2ty
It
is
more
important
to
get
good
quality
backlinks
instead
of
a
high
quan8ty
of
lower
quality
backlinks.
Google
tends
to
penalize
website
with
a
high
number
of
low
quality
backlinks
as
it
looks
like
spam.
Good
Quality
Backlinks
• Local
business
directories
• News
sites
• Industry
websites
• Social
media
• Review
sites
• Industry
blogs
and
community
“watering
holes”

9. SEO
–
Helpful
Tools
Moz
(www.moz.com)
What
it
does:
*Allows
you
to
track
keyword
rankings
on
all
major
search
engines
(Google,
Yahoo,
and
Bing)
*Research
keywords
(gives
an
indica8on
of
search
volume
on
the
Internet)
*Find
broken
links
on
web
pages
*Helps
build
backlinks
*Monitors
men8ons
of
your
brand
online
Yoast
(hSps://yoast.com)
-­‐
WordPress
users
It’s
a
plugin
for
WordPress
that
allows
users
to
op8mize
their
website
for
SEO
purposes
What
it
does:
*Allows
you
to
easily
change
meta
8tles,
descrip8on
and
alt
tags
and
makes
sure
there’s
no
overlap
in
focus
keywords
*Grades
each
page’s
SEO
strength
based
on
content,
images
and
meta
informa8on

10. PPC
PPC
stands
for
Pay
Per
Click
adver8sing.
-­‐Available
on
Google,
Bing
and
Yahoo
search
engines
-­‐Also
adver8se
on
Facebook,
TwiSer,
LinkedIn
and
Stumbleupon
Keywords
Three
different
types
of
keywords
(how
they
are
displayed
in
Adwords)
Exact
match
=
[
]
Phrase
match
=
“
“
Broad
match
=
(characterized
by
using
no
brackets)
Which
to
use?
Exact
match:
This
will
catch
people
searching
for
that
exact
phrase
i.e.
[black
men’s
shoes]
Phrase
match:
This
will
catch
people
searching
for
a
phrase,
but
may
also
contain
other
words
as
part
of
the
phrase
i.e.
“black
shoes”
would
catch
people
searching
under
“black
shoes
for
kids”,
“black
shoes
uk”,
“nike
black
shoes”
Broad
match:
This
will
catch
people
searching
for
any
phrase
that
has
black
and
shoes
in
it.
Such
as
{nike
black
workout
mens
size
10
shoes}

11. PPC
–
Dos
*Harmonize
your
PPC
with
your
SEO
efforts
to
get
the
most
benefit
-­‐Do
this
by
using
the
same
keywords
for
both
*Start
with
a
small
budget
to
see
where
the
search
volume
is
and
then
focus
on
those
terms/ad
groups/campaigns
*Set
up
3
different
ads
per
ad
group,
each
using
different
ad
copy
*Link
your
Adwords
account
with
your
Analy8cs
account
to
get
the
best
tracking
for
your
customers
from
Adwords
*Set
up
a
campaign
that
focuses
on
your
brand
–
otherwise
your
compe8tors
may
start
adver8sing
on
it!

12. PPC
–
Don’ts
*Get
discouraged
too
easily
–
it
takes
8me
for
your
ad
rankings
and
SEO
to
build
up
over
8me.
As
you
improve
your
SEO,
your
ad
ranks
will
improve
as
well
*Rush
through
your
ad
set
up.
Set
aside
some
8me
to
plan
your
campaigns,
ad
groups,
keywords
and
ad
copy
*Set
it
and
forget
it
–
log
into
your
adwords
account
at
least
once
a
week
to
see
how
they’re
doing

13. PPC
–
Loca8on
serngs
-­‐If
your
product
is
only
available
in
certain
countries,
change
your
loca8on
serngs
to
reflect
that
-­‐You
can
target
certain
ci8es,
regions
or
postal
codes
as
well
for
your
campaigns
Taken
from:
www.
adwords.google.com

14. PPC
–
Ad
Extensions
Ad
Extensions
allow
you
to
publish
more
content
on
your
ads
(Loca8on
informa8on,
sitelinks
and
call
extensions
Taken
from:
www.adwords.google.com
Loca2on
:
Highlights
your
physical
loca8on,
office
or
storefront.
Sitelinks:
Highlights
the
most
popular
pages
on
your
webpage
(i.e.
popular
products/
services,
contact
informa8on,
enquiry
forms)
Call:
Allows
searchers
viewing
your
ad
on
mobile
to
call
your
directly
from
the
ad
(counts
as
a
conversion)

15. PPC
–
Set
Up
-­‐
Example
Company:
Paperchase

16. PPC
–
Ad
Copy
Made
up
of:
Headline
(25
characters)
Descrip8on
line
1
(35
characters)
Descrip8on
line
2
(35
characters)
Display
URL
(35
characters)
Landing
page
URL
(one
landing
page
per
Ad
group)
Example:
*Use
your
keywords
in
your
ad
copy*

17. PPC
–
Terms
Max
CPC
–
Maximum
Cost
Per
Click
(how
much
you
are
willing
to
pay
to
get
a
click)
Clicks
–
How
many
people
have
clicked
on
your
ad
ajer
searching
with
that
search
term
Impressions
–
How
many
people
have
seen
your
ad
ajer
using
that
specific
search
term.
May
or
may
not
have
clicked
on
your
ad
CTR
–
Stands
for
Click
Through
Rate.
Calculated
by
this
formula:
Impressions/Clicks=CTR
Example:
1000
impressions/200
clicks
=
5%
CTR
*Aim
for
a
CTR
of
around
2%
as
a
minimum
benchmark
Avg.
CPC
–
Average
Cost
Per
Click.
How
much
on
average
you
are
paying
for
a
click
(the
amount
you
pay
for
click
varies
throughout
the
8me
of
day
and
day
of
the
week
and
on
the
amount
of
search
volume
and
compe88on
at
this
8me)

18. PPC
–
Terms,
cont’d
Cost
–
How
much
you’ve
paid
overall
for
that
keyword.
Calculated
by
this
formula:
Average
CPC
x
Clicks
=
Cost
Av.
Pos.
–
Average
Posi8on.
On
average,
what
posi8on
your
ad
is
in
Quality
Score
–
A
score
out
of
10
that
tells
you
how
relevant
Google
views
your
keywords
in
rela8on
to
your
website.
Aim
for
a
quality
score
of
7/10.
The
lower
your
quality
score,
the
more
Google
will
charge
as
a
minimum
CPC
to
show
your
ad
Est
top
page
bid
–
How
much
your
max
CPC
will
have
to
have
your
ad
shown
at
the
top
of
the
page
for
that
keyword
Conversion
-­‐
The
number
of
people
that
“convert”
(i.e.
achieve
a
goal,
make
a
sale,
etc.)
on
your
website.
Aim
for
2%
conversion
rate

19. PPC
-­‐
Improving
Keywords:
*Are
your
keyword
relevant
and
found
in
your
content
on
your
website?
*
Could
there
be
a
more
appropriate
landing
page
for
your
keywords?
*Try
adding
nega8ve
keywords.
Nega8ve
keywords
are
words
that
may
be
associated
with
someone
of
your
key
phrases
but
are
not
relevant
to
your
website
(i.e.
if
you
are
selling
boxer
shorts,
then
boxer
dogs
would
be
a
good
nega8ve
keyword)
*Is
your
budget
being
spent
on
keywords
that
are
not
giving
a
return?
Pause
them
and
focus
on
the
keywords
that
are
giving
you
return.
Ad
Copy:
*Are
your
keywords
in
your
ad
copy?
*Make
sure
ad
copy
is
current
(i.e.
dates
and
offers
are
s8ll
relevant)
*Try
freshening
ad
copy
and
see
what
works
A
lot
of
PPC
and
SEO
op8miza8on
is
trial
and
error
–
you
have
to
keep
trying
un8l
you
find
what
works!

20. Analy8cs
How
to
Set
a
Goal
What
should
my
goal
be?
A
goal
on
your
website
should
be
something
you
want
to
measure
over
8me.
This
can
be
something
like
8me
on
site,
the
number
of
people
that
visit
a
certain
page
or
a
form
that
people
fill
out.
E-­‐commerce
sites
generally
have
sales
as
the
goal
that
they
measure.
Google
offers
the
following
template
goals
to
make
it
easier
to
create
a
goal:
*Revenue
*Acquisi8on
*Inquiry
*Engagement
You
can
also
choose
a
custom
goal
if
none
of
the
templates
fits
your
needs

21. How
to
Set
a
Goal
-­‐
Analy8cs
Step
1:
Log
into
Analy8cs
Step
2:
Go
to
“Admin”
on
the
top
naviga8on
bar
Step
3:
Click
on
Goals
(under
View
–
far
right
hand
side)

22. How
to
Set
a
Goal
–
Cont’d
Step
4:
Click
on
New
Goal

23. How
to
Set
a
Goal
–
Cont’d
Step
5:
Decide
which
goal
you
want

24. How
to
Set
a
Goal
–
Cont’d
Step
6:
Select
your
Type
of
measurement,
then
go
to
Next
Step

25. How
To
Set
a
Goal
–
Cont’d
Step
7:
Set
your
parameters
and
press
Create
Goal

26. How
To
Set
a
Goal
–
Cont’d
Step
8:
And
you’re
done!
Your
goal
is
ready
to
be
measured
Next
steps:
Monitoring
your
goal

27. Monitoring
Your
Goal
To
get
to
the
dashboard
where
Analy8cs
measures
the
goals
Click
on
“Repor8ng”
on
the
top
level
naviga8on
bar.
Then
click
on
“Conversions”
on
the
lej
hand
naviga8on
bar,
then
click
on
“Goals”
and
then
click
on
“Overview”

28. Monitoring
Your
Goal
–
Cont’d
Monitoring
your
goals
regularly
will
help
you
know
how
well
your
website
is
doing.
Checking
in
on
a
weekly
and
monthly
basis
will
give
short
and
longer
term
views
of
how
the
goal
is
performing
and
over
8me
will
help
you
iden8fy
slumps
and
peaks
in
ac8vity.
Depending
on
the
nature
of
the
goal,
it
is
a
good
idea
to
let
it
run
for
at
least
a
year,
so
you
can
compare
data
and
have
a
benchmark
for
performance.

29. Ques8ons?
If
you
think
of
any
ques8ons
at
a
later
date
or
if
you’d
like
further
consulta8on
or
informa8on
get
in
touch!
Elyse
Merriman
merriman.ej@gmail.com
07754323727