Redline Google Presentation

SEO & Adwords
Presented by
Alex Morrison
Ø  Basically how to make the most of the
world’s biggest repository of cat videos –
“The Interwebs”

Google Adwords
Ø  Cost per click
Ø  Set daily budget
Ø  Bidding system
Ø  Quality score X bid = position
Ø  Tracking conversions
Ø  Optimising to leads
Ø  Reporting

Campaign setup
Ø  Go to adwords.google.com to create an account
Ø  Preferably you will either have a Gmail account or use Google apps as
part of your business
Ø  Consider the structure you will create in your campaign
Campaign
Ad Group
(contains text ads)
Keywords
Ad Group
(contains text ads)
Keywords
Photography
Wedding Photography
Wedding photographer
Wedding photography
Portrait Photography
Portrait photos
Portrait Photographer

Campaign setup continued
Ø  1. Consider search only
Campaign
Ø  2. Select all features
Ø  3. Consider not using partners

Campaign continued
Ø  4. Choose geographic region
Ø  5. Consider bidding options and daily budget
Ø  6. Are other targeting options necessary? – schedule?

Ad groups & text ads
Ø  Name ad group on keywords for that group
Ø  Write compelling text ads
Ø  25 / 35 / 35
Ø  Who, What, Why, Where
Ø  Correct use of grammar
Ø  To create dynamic header type as follows
{KeyWord:Wedding Photographer}
Ø  Consider testing multiple ads per ad group to
find the best converting one

Keywords
Ø  Make sure they are relevant to the ad groups and adverts
Ø  Match types – broad, modified broad, phrase & exact
Ø  Do not use broad match!

Ø  Modified broad looks like +wedding +photographer
Ø  Can be in reverse order, can be plural
Ø  Phrase, must be part of a phrase “wedding photographer”
Ø  Exact match will only show when those exact words are searched for
[wedding photographer]
Ø  Negative keywords help you refine a campaign to ensure you don’t show
for certain keywords as an example –cheap –bargain
Keywords continued

Ad Extensions
Ø  Help improve quality score
Ø  To setup click on
Ø  Select which ad extension you would like to setup

Analytics
Ø  Make sure you have Google Analytics setup on your website and
accessible from the same Google email you use for your Adwords account
Ø  In Google Analytics click on the admin tab
Ø  Click on Adwords linking
Ø  Select your Adwords account
Ø  Gives you Adwords data in Google Analytics
Ø  Consider reviewing – goal conversions, bounce rate, time on site,
matched search queries add negative keywords where necessary

Optimisation
Ø  Review bids and page position, increase or decrease?
Ø  CTR good or bad?
Ø  Is the keyword driving conversions?

Search Engine Optimisation
Overview
Ø  Content
Ø  Site structure
Ø  Links and content outreach

Setup
Ø  Keyword Research – Keyword Planner in Adwords under “Tools” menu
Ø  Group keywords into like groups eg, wedding, portrait
Ø  On WordPress? Install Yoast SEO Plugin
Ø  Allocate one page of your website per keyword group
Ø  Optimise onsite elements as per keyword group

Setup continued – Google Webmaster Tools
Ø  Setup Google Webmaster Tools
Ø  Overview of your website from Google’s perspective
Ø  Crawl errors, Search Analytics, Submit sitemap
Ø  Link Google Analytics to GWT

Create Google Business Page
Ø  Google “Google business”
Ø  Search for your business, if it’s not there add it
Ø  Can significantly help with local searches
Ø  Add reviews and citations – directory listings

Onsite Elements (also applies to any blog posts)
Ø  Page Title – appears in the browser tab, use Yoast to enter
Ø  H1 tag – usually the first title on a web page. Only one per page. Can be
entered into the text editor of WordPress using <h1>Wedding Photographer</
h1>
Ø  H2 tag - the secondary title of a website. Can be entered using <h2>Wedding
Photography</h2> Can have multiple per page

Onsite Elements Continued
Ø  Meta Description – use Yoast to enter. Make this compelling and keyword rich
Ø  Content – Make sure the content of the web page reflects the keyword group
Ø  Image – save as relevant filenames, not 123xyz.jpg, important to rank for image
search
Ø  Image alt tags – focus around keyword group

Links & Content Outreach
Ø  Build authority of your website with Google, popularity contest
Ø  Directory websites & business forums, “citations” and local search
Ø  Competitor analysis, any quick wins?
Ø  Content Outreach – More Content in more places linking to your website

Links & Content Outreach continued
Ø  Potential link opportunities – the harder it is to get usually the more value it has
Ø  Compelling content, human interest or informative
Ø  Relevant industry websites
Ø  Leverage your suppliers
Ø  Anyone you spend money with
Ø  Trade journals
Ø  Online News publications
Ø  Use sparingly, reciprocal links

Link Analysis
Ø  Make sure you don’t have any “spammy” links
Ø  Free tool – backlinkwatch.com
Ø  Spammy links are obvious
Ø  Linksdir.com, any links coming from adult or gambling websites
Ø  Use site:linksdir.com search to check if bad or not
Ø  Submit any bad links to Google using disavow tool
Ø  Google.com/webmasters/tools/disavow-links-main

The Importance of image optimisation
Ø  Image file size, keep small without effecting quality to increase page speed
load-time – useful website compressor.io
Ø  Make file name and alt tags keyword relevant
Ø  Make sure you have submitted sitemap in Google Webmaster Tools

Questions – get in touch
Ø  Alex Morrison
Ø  alex@redlinedigital.com.au
Ø  0466 727 077

Redline Google Presentation

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Redline Google Presentation