Google101 Understanding the fundamentals

Editor's Notes

• #2: Welcome to our forth Presentation as you local Google Partner
• #3: Just to introduce myself
• #4: My background is in web development and this article was the catalyst for Responsive Web design and the birth of web as its own medium as it stepped apart from Print Looking back its hard to remember how print design dominated the mind set of web-design throughout the 90’s and now the same is true for Google Advertising as we transition from a print Advertising mind-set to a Relevance model.
• #5: Throughout this presentation keep this in mind, Google was founded in 1998 and much of their success has been attributed to sticking to this mission and developing their ability to deliver highly relevant search results in an instant.
• #6: Google was not the first search engine Excite launched 6 years before Google, their search engine worked in a similar way but the page design was not not popular as their thinking still in the newspaper frame. , it was bought by @Home, a cable broadband provider for $6.5 billion in 1999 and sold after bankruptcy for $10million in 2001 to infospace. Yahoo, Lycos, AltaVista where all dominant player before Google launched.
• #7: Unlike the other search engines Google did not use their homepage like a newspaper with banner ads, And much of their success is attributed to this simple design but also there were also technical differences with how Google crawled and indexed the web and I’d like to cover quickly how Google works
• #8: Google Bots, Web Crawlers, Spiders, these are different names for the tools used by Google to index the web They move between websites by following links, hence the importance linking They are looking for fresh Content And sending back what they find to the Google Index, this is Google repository of everything they have found on the Web
• #9: Getting indexed is the first priority for any new site and being well understood by is essential. The Google bots are sending back their findings to the index where the data is stored The index understands the hierarchy of content within a webpage and records the words found, their context and their location
• #10: So when we conduct a search Google checks their index, rather than the web for the most relevant results. The relevance is judged by Google’s Search Algorithm, which is Top Secret and….
• #11: The Search algorithm is Constantly updated, much is made of these updates but you do not need to worry about them as long as you continue to create a site with highly relevant content a do not try to Game Google, because if you do
• #12: Matt Cutts is waiting, Matt Cutts is Head of Web Spam, Google refer to Spam as techniques to get less relevant pages to the top of the search engine and Matt Cutts hates spam. For legitimate companies in search he is a real hero,
• #13: As he will testify that no one can guaranteed number 1 position in organic search as the results are based on what is most relevant to the person searching, their search term, their location even the device they are searching on. The Google Search Algorithm is highly complex and any obvious attempt to “Game the System” will be penalised.
• #14: These updates have brought maturity to SEO, the old ways to cheat and beat the system are gone and now we all have to focus on creating highly relevant content in well structured sites. With experience experts in SEO have developed their understanding of the effect of the changes to how the Search Engines work. They know how the strike the balance between featuring the content enough to be seen to be highly relevant without risking being seen as spammy.
• #15: And its tough, many SEO’s are closing up shop and moving on as Google Analytics allow the measurement of all site traffic so site owners can see the volume and relevance of the traffic they’re attracting. We can measure on site Goals and Conversions and see if the content recommended by their SEO expert is winning results. It’s a long game, a successful organic campaign takes months to plans, establish and deploy. And how potential customers Search is constantly changing demanding they keep their skills up to date so they can deliver effective measurement.
• #16: Your website need to attract your customers as they search, this means matching content to your customers main questions and crafting the site to step them from this question to a conversion, This could be a sale or an enquiry. What is vital is that you understand the data within Google Analytics and use it as the source for new content. With an SEO expert on your team you will be adjusting you core pages to match how your customers are finding your site and realising your website as a customer engagement tool not an online publication.
• #17: With consistent SEO your site will represent its self well organically, however, each page is only listed once and the content can only considered highly relevant for one or two topics, to spread a wider net and reach more customers we use…
• #18: Google Adwords is Google’s paid search platform.
• #19: Google Ads appear at the top and down the side of the search results page, they are scored and ranked 1 – 8, this was a search for travel insurance and you can see how the page is formatted differently for….
• #20: When I search for “Travel Agent”, Google is judging the most local travel agent to be the most relevant, placing Maps results above regular organic. Although once again Google’s paid Ads are the top three listings and down the side of the results page.
• #21: To be successful with Paid Google Advertising you need to craft your campaign to deliver information that is useful to your target customers. When Google determines who your ad is most relevant to they look across all three of these factors simultaneously, for you to be successful you need a consistent relevant theme across each. When we create AdWords Campaigns we create themes for our Adgroups to delivers success, lets go through the steps.
• #22: A search in Google begins with “Google Search Suggest” which provides suggestions based on probability given recent searches within your location, your user profile recent news and a few hundred other factors. Once the user is happy with their search query they hit enter and Google begins the process of delivering the most relevant results for the search term.
• #23: This process begins with AdWords, all AdWords Accounts are checked for keywords relevant to the search term, Now its important to state that if no ads are deemed to be relevant to the search term then no ads will be shown and the results page will not feature any ads. Again this goes back to Google’s Mission, and they will not clutter your results with irrelevant Ads for the opportunity of revenue.
• #24: Once the accounts with relevant keywords are know the relevance of the Ad Copy is scored against the search term for relevance
• #25: Then the relevance of the Landing page is scored against the search term. Google is able to read the page and understand the context of the language used, they want to be positive the page is natural and not spammy.
• #26: Once Google has calculated the relevance of everyone bidding for the keyword it considers the bids and conducts the auction. The highest bid does not insure the number one spot, relevance or Quality is more important. In this example, notice how Advertiser 1 is paying $1.61 and Advertiser 2 is paying $3.01 and so on, to win in AdWords relevant content is the key and that is why we configure Adgroups with tight themes that carry from the Keyword to the ad and the landing page driving down the cost of your ad budget.
• #27: Once Google knows your relevance score they consider the value of your bid, how much you are willing to pay in the auction for the top spot. To calculate the position of the Ad in the Search results Google combines the value of the Bid with the Relevance of each Ad and ranks them accordingly.
• #28: And all of this combines to form the Results Page, And it really is as simple as that, so why does it take a Certified Professional to get AdWords to drive home Success.
• #29: Not in isolation SEO is required so your pages are well indexed and you know they are scoring well for relevance to ensure you success with Adwords Firstly you need to set your Campaign Objective, typically to gain leads Define the themes within the Campaign, for a holiday company this could be the location of the holiday, Italy, France this could be the type of holiday Active, relaxing this could be style of holiday, beach all inclusive or self Catering fly drive Creating Content to flow through the page content and the Adgroups
• #30: That last point, you may well widen the pool to capture traffic with AdWords you would not create a page for. This is effectively “fishing in other people” pounds, poaching people looking for an America holiday and you’re selling French holidays. Adwords gives you flexibility to reach and target people while they are searching and as long as your ad is relevant to their holiday search you will win leads. And that’s the opportunity we are transitioning into, where all advertising budget is invested in people searching for your products and your success is measurable so you can adjust to your strategy and tactics unlike the days of print advertising. -------- In this presentation we will work you through the basics, this is a guide for the novice to gain a sound understanding Google Advertising in 2015. Last year Google underwent a real shake up to enable better search results by kicking out the Spammers and getting the platform ready for mobile search. Learn the Campaign approach to Google Advertising and understand how each of the core elements contributes to your success. If you've had trouble with AdWords before and feel frustrated with your lack of progress then this is the presentation for you. Join us as we talk through how best to achieve success with AdWords.