Q&A Google: "How to Maximise Results"
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The document outlines the key points from a Q&A session by Pablo Mascaró Soriano on maximizing results through SEO and SEM. It discusses the differences between SEO and SEM, their impacts on short and long-term results, and addresses common questions related to content creation, bidding on brand terms, and competitive strategies for small advertisers. Additionally, it highlights the importance of defining objectives and leveraging relevant content for linking strategies.
Q&A Google: "How to Maximise Results"
- 1. Pablo Mascaró Soriano Q&A: “Google: How to Maximise Results"
- 2. 1. Summary of last week’s event: What is SEO Vs SEM? 2. SEO: What really matters 3. SEM: How does it work? 4. Most Frequent Q&A Pablo_mnrk@PabloMascaro 0. Index
- 3. Pablo_mnrk@PabloMascaro SEM vs SEO Short Term Results Medium/Long Term Results Direct Investment € Indirect Costs € associated Pure Keyword related Content and Search intent Pure visibility & Analysis Obscurantism & “mystery” Quality Score Factors Page Rank Factors 1. Summary of last week’s event
- 4. 2. SEO: What really matters? Pablo_mnrk@PabloMascaro
- 5. 3. SEM: How does it work? Pablo_mnrk@PabloMascaro The system is mainly an automated auction in which all advertisers tell Google which keywords they want to rank for (within the ad space) and how much they are willing to pay if their ad receives the click (cpc), combined with their historical performance. https://www.wordstream.com/articles/what-is-google-adwords 1 2 3
- 6. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “Should i start with… SEO? SEM? Both?” •Do you have enough resources? •Is there anything else limiting you? •Do you need short terms results or sustainable results?
- 7. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “How much content, ideally, should I need to create?” • There is not an optimal amount of content initially. Your audience will help you define that. • It needs to be scalable and you need to be prepared to change your plan at all times. • In order to define your success/failure, you need to define SMART objectives and transform them into KPI’s.
- 8. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “Should i bid on my Brand Terms if I already rank for them on Google organically?” • They are the most cost-effective KWs and best ROI. • A competitor could bid for your brand terms and rank above you on Google. (you could do that too). • It helps improve your brands image and the Ad result is much more manageable than the Organic result.
- 9. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “I am a small advertiser/company, how can i compete with big companies/advertising budgets?” • Find niche (Long Tail Keywords), lower level of competition = lower CPCs. • Beat them by improving Quality Score. • Focus on your best performing segments and focus more on Remarketing actions to improve global ROI.
- 10. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “How can I improve my linking strategy? (how can i get links to point to my site?)” • Relevant content is linked without problem • Do some research on your competitors linking strategy • Be active on the online ecosystem: blogs, forums, Social Media conversations, etc.
- 11. 4. Most Frequent Q&A’s Pablo_mnrk@PabloMascaro https://support.google.com/adwords/answer/6366720?hl=en “Should I outsource digital marketing services or should i do them “in house”?” • How important is the online world for you and your business? • Do you have enough resources in terms of people, time, knowledge, etc.? • What’s the level of competition in your sector?