Google Search crash course

GOOGLE SEARCH
CRASH COURSE
by Victoria Rusnac

2
§ Overview of digital marketing channels
§ The role of search in marketing strategy and
customer journey
§ How Google search works
§ Learn the basics of SEM including SEO and PPC
AGENDA
SEARCH ENGINE MARKETING

§ Paid Search (AdWords, PPC)
§ Organic Search (SEO)
§ Social Media Marketing (SMM)
§ Content Marketing
§ Email, push notifications
§ Display Advertising (PPC)
§ Affiliate or partnership
§ Influencer Marketing
§ Digital PR
NOTE: Mobile is not a channel, it’s a platform or device.
FREE AND PAID
DIGITAL MARKETING CHANNELS

DIFFERENT REACH, PERSONALISATION AND COST
Marketing Channels and 4 consumer behaviour points
§ Broadcast marketing: Display, Social Media, Video, LinkedIn
§ Direct (1-2-1 marketing): email, push notification, mobile apps, podcasts
§ Search marketing: Google, Bink, LinkedIn
§ Social: YouTube, Twitter, Facebook, Pinterest
POE explained: Paid – Owned - Earned
§ Paid media: advertising, display, remarketing, paid influencers, SM, AdWords, PPC
• Earned media: posting, sharing, reviewing… all done by consumers
• Owned media: website, SM, community, email list, blogger and influencer relations

Earned media becomes more and more predominant
POE are interlinked
YOU ARE NOT IN CONTROL

TRADITIONAL CUSTOMER JOURNEY IS STILL VALID
Consideration
Conversion
Loyalty
Advocacy
Awareness
Offline campaign, PR, referral program, generic content, low
intent google search, display, WOM
Content, WOM, review sites, Social Media, specific
medium intent google search, your website
Experience, email marketing, special offer, sharing
experience, community feel, brand affinity
Unique experience, over-delivering on expectations
Promotion, email marketing, your website

§ Customer journey is different for different segments.
§ Use surveys and interviews. Just ask people about their journey.
§ Experiment and test.
§ Touchpoints should be used differently across different parts of
the journey.
For example, if you are using search marketing at every stage of the
journey, your keyword strategy might differ as customers search for
different things at different touchpoints.
KNOW YOUR CUSTOMERS
CUSTOMER JOURNEY FUNDAMENTALS

DIGITAL CUSTOMER JOURNEY: 4 MOMENTS OF TRUTH
Digital Marketing Strategy across all MOT

•Source: Nick Watt, adapted from Brian Solis 2013
Influence
Loop
STIMULUS
ZMOT
FMOTSMOT
UMOT
TV, PRINT, RADIO, OUTDOOR, DM,
DIGITAL DISPLAY, SOCIAL MEDIA, WOM
SEARCH, COMPARISON & REVIEW SITES,
PRODUCT & RETAILER SITE, BROCHURE
MOBILE
TELESALES,
IN-STORE POS,
SOCIAL MEDIA,
WEB SITE
BLOGS, FORUMS, REVIEW SITES,
FACEBOOK, INSTAGRAM, TWITTER
FAQS, USERS GUIDES, SOFTWARE
UPDATES, CUSTOMER SERVICE
CREATE A COHESIVE INFLUENCE LOOP

THE IMPORTANCE OF SEARCH
of all internet journeys start with search81%
No. 1 search
engine 4.4 billion+
searches per day
worldwide
No. 2 search
engine 0.5 billion+
searches per day
worldwide
http://www.smartinsights.com/search-engine-marketing/search-engine-statistics/

By understanding intent we can deliver the right message to the right
person at the right time
Keywords are still relevant to intent but also…
§ Relevant to device
§ Relevant to time of day
§ Relevant to location
§ Relevant to you
It is always PULL!!!
INTENT => SEARCH QUERY
SEARCH STARTS WITH INTENT

LOW, MEDIUM AND HIGH INTENT SEARCH QUERY

Micro moments
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download
GOOGLE EXPLAINS INTENT USING “MICRO MOMENTS”

Search query, that shows intent
and contains keywords
Paid AdWords ad listings
Organic free ad listings
Local search results
SEARCH ENGINE RESULT PAGE: example 1

Google shopping
PLA = Product Listing Ads
SERP: example 3

SERP: example 4 (old layout)
Knowledge graph results
Ads
Ads
Features Snippers
Organic results

LAST SERP CHANGES
§Align to “I want to buy” micro moments. Purchase intent is prioritised.
§Ads from the right side of page were removed. Only PLA (product listing ads)
& KG (knowledge graphs).
§Top ads: increase from 3 to 4 ads. 4 Pack Ads.
§Bottom: 3 ads in the bottom. 3 Pack Ads.
§Ads per page: decreased from 11 ads to 7 ads.
§Benefits: organic listings for searches with discovery intent appear higher.
STRATEGIC IMPLICATION
Align search and content strategy to micro-moments and customer intent.
11 ADS TO 7 ADS ON 1ST PAGE

ENTER GOOGLE: KEYWORD ADVERTISING
1. Advertisers select relevant keywords
2. Users inputs search queries, that contain those keywords
3. Google ranks ads (Ad Rank) using a proprietary ad auction
4. Winning ads appears
5. Marketer only pays when ad is clicked (or based on bidding strategy)

IT IS NOT ONLY GOOGLE
90-95% of traffic

ADWORDS
ALL YOU
NEED TO
KNOW
§ Account Structure
§ Campaign design:
§ Keywords
§ Match type
§ Ad Text
§ Ad Extensions
§ Bidding strategy
§ Ad Formats
§ Google Network
§ AdWords Auction

25
Account Structure
§ Should suit your business objectives
§ Aids ad text relevancy
§ No ‘best way’ to structure an account
Organisation
§ Account: Your account is associated with a unique
email address, password and billing information.
§ Campaigns: Each campaign in your account has its
own budget and settings that determine where your
ads will appear.
§ Ad groups: Each ad group within a campaign
contains a set of similar ads and keywords that you
want to trigger your ads to show.
ACCOUNT STRUCTURE
Account
(UK)
Campaign
Ad Group 1
Keyword 1
Keyword 2
London
Engineering
engineering jobs london
engineering career london

KEYWORDS
Keywords should be aligned to business goals and include:
§ Website terms
§ Products
§ Brand
§ User Journey terms
§ Competitor themes
Testing is the best way.
More on keywords research in SEO.

MATCH TYPE
Match types are used for expansion and
control
§ Broad match logic deciphers a search
query’s meaning
§ Other types describe the words the user
types and the order they appear in
§ Primarily broad match in our accounts to
maximise relevant volume.
§ Around 15% of daily Google searches have
never been searched before.

NEGATIVE KEYWORDS
A type of keyword that prevents your ad from being triggered by a certain word or phrase.
Your ads aren’t shown to anyone who is searching for that phrase. This is also known as
a negative match.
Example: when you add "free" as a negative keyword to your campaign or ad group, you
tell AdWords not to show your ad for any searches containing the term "free".
On the Display Network, your ad is less likely to appear on a site when your negative
keywords match the site's content.
NEGATIVE KEYWORDS = UNWANTED TRAFFIC =
WASTE OF MONEY

The expanded text ad format
Headline 1 30 characters
Headline 2 30 characters
URL Path 15/15 characters
Description 80 characters
IT IS LIKE A BILLBOARD!
AD TEXT FORMAT

AD EXTENSIONS
APP EXTENSION. Allows you to include a link to your app on Google Play and the Apple App Store. The
headline of the ad will continue to link through to your website.
CALL EXTENSION. Adds a phone number to your ad which is displayed across mobile, tablet and
desktop devices. You can include your own phone number with your ad or use a Google forwarding
number (in certain countries) for integrated call reporting.
CALL-OUT EXTENSION. Shows short snippets of additional text with your ad. Ideally, call-outs should
include additional features, benefits and selling points that aren’t included in the main ad text.
CREATE MORE REASONS TO
CLICK ON YOUR AD!

AD EXTENSIONS
LOCATION EXTENSION. Adds location details to your ad, so that people can find your business
location. Details come from a linked Google My Business account which includes your locations listed on
Google Maps.
PRICE EXTENSION. Adds individual products or services to your ads along with their price. Each item
becomes clickable and sends people through to the relevant page on your website.
REVIEW EXTENSION. An ad extension where the advertiser specifies a verbatim/paraphrased snippet
of their product/service by a credible third party.
SELLER RATINGS EXTENSION. An extension that shows overall customer satisfaction. Ratings are
gathered from reputable sources and then displayed automatically.
SITELINKS EXTENSION. Displays additional links with your ad. Sitelinks provide more opportunities for
people to click through to your website. Two to six sitelinks can be displayed with your ad, each sitelink
needs to link to a separate page on your website.

AD EXTENSIONS: SPACE = CTR
Location extension
Sitelinks extension
Seller ratings extension
Call out extension
Price extension

BIDDING STRATEGIES
Manual Bidding – Default bidding option where CPC bids are set manually for a particular
keyword, placement, etc.
Automatic Bidding – Automatic bidding allows you to put your bidding on autopilot with the
goal of getting the most possible clicks within your budget. You can also set a CPC bid limit if
you don’t want to exceed a particular price for each click.
§ Maximise Clicks
§ Target CPA
§ Target Search Page Location
§ Target Outranking Share
§ Enhanced cost per click (ECPC)
§ Target ROAS
§ Maximise Conversions

AD FORMATS ON GOOGLE
TEXT AD
RESPONSIVE AD. Responsive ads automatically adjust their size, appearance and format to
fit available ad spaces. They can transform into text or image ads.
IMAGE AD. Static or interactive graphics. Animated ads in .gif and Flash format can be used.
APP PROMOTION AD. Drive app downloads and engagement with app promotion ads.
In-stream video: Video ads that show online. Run standalone video ads or insert them in
streaming video content.
PRODUCT SHOPPING AD: Shopping ads show users a photo of your product, a title, price,
store name, and more details about your product.

GOOGLE PLACEMENTS
Google search (incl. Google Shopping)
Google search partners (AdSense partners)
Google Display Network
§ Over two million websites that reach over 90% of
people on the Internet.
§ Allows to you connect with customers with a
variety of ad formats across the digital universe.
§ Other websites, YouTube, Gmail account and
mobile sites and apps.
NETWORKS

Google Auction is the second price auction. Bid – true max CPC, willingness to pay
Ad Position is determined by Ad Rank in the auction.
AD RANK=
Determined by a combination
of factors, including:
• Past and expected CTR
• Your ad/search relevance
• Landing page experience
Each keyword gets a Quality
Score from 1 to 10, where 1 is
the lowest score and 10 is the
highest.
QUALITY SCORE X
Max CPC is the
highest £ amount an
advertiser is willing to
pay for one click on
their ad
MAX CPC IMPACT OF EXTENSIONSX
The expected
impact of
extensions and
other ad formats
GOOGLE AUCTION

As an advertiser, your cost per click will
always be less than or equal to your
maximum bid, as it is an average of bids
against a series of competitors over a
period of time.
Because of how Google's Adwords
auction works, your actual cost per click
is heavily influenced by both you and
your closest competitor's ad
rank, maximum bid, and quality score.
WHAT DO YOU ACTUALLY PAY?

A COMMON QUESTION:
WHY USE PAID SEARCH?
“If people are searching my brand name
and I show up first in natural search, why
should I even use paid search?”

ALL COMING TOGETHER: USER + INTENT + WEBSITE

44
BENEFITS BUT
§ Pay only when a ‘customer’ clicks
§ Controlled by budget
§ Quick results
§ Data can inform other marketing channels
§ Entirely measurable
§ Huge range of targeting options
§ You can compete with the ‘big guys’
§ You can create an entire business from it
§ It’s easy to waste cash
§ It’s an ongoing process
§ Buying engaged traffic is only half the battle
WHY CHOOSE PAID SEARCH?

1. ROAS
2. CTR
3. CPC
4. CR
5. Cost per conversion (calculated)
6. Conversions
7. Multi-touch attribution (if ecommerce)
OBJECTIVES FOR PPC BY VR

SEARCH ENGINE
OPTIMISATION
SEO

Search query, that shows intent
and contains keywords
Paid AdWords ad listings
Organic free ad listings
SERP: organic results

48
2 INSIGHTS
§ TOP 5 organic positions are the most
important as they get 70% of clicks. Most
value #1 (33%).
§ Query refinement: if you do a search and
you don’t find an answer on 1st page, you
will refine your query
YOUR GOAL: FIRST PAGE

49
Search Engine:
§ Crawling
§ Indexing
§ Serving results (SERP)
HOW DOES A SEARCH ENGINE WORK?

HOW ORGANIC SEARCH WORKS
PageRank is an algorithm used by Google Search to
rank websites in their search engine results, named after
Larry Page.PageRank works by counting the number and
quality of links to a page to determine a rough estimate of
how important the website is.
PageRank has established Google as the most ‘relevant’
search engine.
RankBrain is Google’s name for a machine-learning
artificial intelligence system that’s used to help process its
search results.
Personalisation. Search results are personalised to you.

Elements influenced by readers, visitors & other publishers
Off-The-Page Factors
The Periodic Table of
SEO Success Factors
Search engine optimization (SEO) seems like alchemy to the uninitiated. But there's a
science to it. Below are some important "ranking factors" and best practices that can lead to
success with both search engines and searchers.
Off-The-Page SEOOn-The-Page SEO
Paid
Vp
-3
Spam
Vl
-3
Quality
Lq
+3
Text
Lt
+2
Numbers
Ln
+1
Links
Authority
Ta
+3
Engage
Te
+2
Trust
Piracy
Vd
-1
Ads
Va
-1
History
Th
+1
Reputation
Sr
+2
Shares
Ss
+1
Social
Answers
Ca
+2
Thin
Vt
-2
Quality
Cq
+3
Research
Cr
+3
Words
Cw
+2
Vertical
Cv
+2
Content
Fresh
Cf
+2
Personal
Country
Pc
+3
Locality
Pl
+3
History
Ph
+2
Stuffing
Vs
-2
Hidden
Vh
-1
Titles
Ht
+3
Description
Hd
+2
Headers
Hh
+1
HTML
HTTPS
Ah
+1
Cloaking
Vc
-3
Crawl
Ac
+3
Mobile
Am
+3
Speed
As
+2
URLs
Au
+1
Architecture
Duplicate
Ad
+2
Structure
Hs
+2
LEARN MORE: http://selnd.com/seotable
WRITTEN BY:
© 2017 Third Door Media
CREATED BY:
These elements are in the direct control of the publisher
On-The-Page Factors
Are pages well written & have
substantial quality content?
QUALITYCq
Have you researched the keywords
people may use to find your content?
RESEARCHCr
Do pages use words & phrases you
hope they'll be found for?
WORDSCw
Do you have image, local, news, video
or other vertical content?
VERTICALCv
Content
Is your content turned into direct
answers within search results?
ANSWERSCa
Is content "thin" or "shallow" & lacking
substance?
THINVt
Are pages fresh & about "hot" topics?FRESHCf
Do HTML title tags contain keywords
relevant to page topics?
TITLESHt
Do meta description tags describe
what pages are about?
DESCRIPTIONHd
Do headlines & subheads use header
tags with relevant keywords?
HEADERSHh
HTML
Do you excessively use words you
want pages to be found for?
STUFFINGVs
HIDDENVh
Do colors or design "hide" words you
Do pages use structured data to
enhance listings?
STRUCTUREHs
Can search engines easily "crawl"
pages on site?
CRAWLAc
Does your site work well for mobile
devices?
MOBILEAm
Does site load quickly?SPEEDAs
Do URLs contain meaningful keywords
to page topics?
URLSAu
Do you show search engines
different pages than humans?
CLOAKINGVc
Architecture
Does site use HTTPS to provide secure
connection for visitors?
HTTPSAh
Does site manage duplicate content
issues well?
DUPLICATEAd
Do those respected on social networks
share your content?
REPUTATIONSr
Do many share your content on social
networks?
SHARESSs
Social
Are links from trusted, quality or
respected web sites?
QUALITYLq
Do links pointing at pages use words
you hope they'll be found for?
TEXTLt
Do many links point at your web
pages?
NUMBERLn
Have you purchased links in hopes of
better rankings?
PAIDVp
Have you created links by spamming
blogs, forums or other places?
SPAMVl
Links
What country is someone located in?COUNTRYPc
What city or local area is someone
located in?
LOCALITYPl
Has someone regularly visited
your site?
HISTORYPh
Personal
Do links, shares & other factors make
pages trusted authorities?
AUTHORITYTa
Trust
Has site or its domain been around a
long time, operating in same way?
HISTORYTh
Is content ad-heavy? Do you make use
of intrusive interstitials?
ADSVa
Do visitors spend time reading or
"bounce" away quickly?
ENGAGETe
Has site been flagged for hosting
pirated content?
PIRACYVd
All factors on the table are important, but
those marked 3 carry more weight than 1 or
2. No single factor guarantees top rankings
or success, but having several favorable
ones increases the odds. Negative “violation”
factors shown in red harm your chances.
Factors Work Together +3
+2
+1
-1
-2
-3
THE SIGNALS THAT GOOGLE USES FOR RANKING

LOREM
BRA
BRASD
PONDUS
SEO
• On page SEO
• Off page SEO
• Tech SEO

ON PAGE SEO
On Page SEO is the science of optimizing the content of your website such that it becomes
friendlier to the search engines. This technique includes the optimization:
§ Page title (Title Tag)
§ Meta description
§ Header (headlines)
§ Alt tags & file name
§ URL
§ Keywords
§ Unique valuable content
§ Body copy using keywords and synonyms
§ Internal link anchor text.
§ Canonicalisation (for duplicate content)

FREE PAID
KEYWORD RESEARCH
Keywords Planner
PPC campaigns

KEYWORDS THAT GENERATE ORGANIC TRAFFIC

TECH SEO
§ Keyword-friendly URL
§ Age of your domain (debatable)
§ No duplicate content
§ Handle 301 redirect (not 302 temporary)
§ Rel= canonical. Page you are currently on is a copy of the canonical URL.
Take the page out of the index and send any value to the original page.
§ Freshness
§ XML sitemap - a comprehensive list of all your site’s URL’s
§ Site’s speed
§ Internal linking structure
Do you have image, local, news, video
or other vertical content?
VERTICALCv
Is your content turned into direct
answers within search results?
ANSWERSCa
Is content "thin" or "shallow" & lacking
substance?
THINVt
Are pages fresh & about "hot" topics?FRESHCf
Do HTML title tags contain keywords
relevant to page topics?
TITLESHt
Do meta description tags describe
what pages are about?
DESCRIPTIONHd
Do headlines & subheads use header
tags with relevant keywords?
HEADERSHh
HTML
Do you excessively use words you
STUFFINGVs
HIDDENVh
Do colors or design "hide" words you
Do pages use structured data to
enhance listings?
STRUCTUREHs
Can search engines easily "crawl"
pages on site?
CRAWLAc
Does your site work well for mobile
devices?
MOBILEAm
Does site load quickly?SPEEDAs
Do URLs contain meaningful keywords
to page topics?
URLSAu
Do you show search engines
different pages than humans?
CLOAKINGVc
Architecture
Does site use HTTPS to provide secure
connection for visitors?
HTTPSAh
Does site manage duplicate content
issues well?
DUPLICATEAd

Off Page SEO relates to the tactics to get people to link to you.
Part of Google’s algorithm includes how many people link back to you, how
often and if they have any clout or not.
Linkbuilding
The heart of google algorithm.
Google original algorithm is like citation analysis.
Not all links are created equal.
OFF PAGE SEO
OFF PAGE SEO = LINKBUILDING
+ SOCIAL SIGNALS

§ Links: Inbound and Outbound; Not reciprocal
§ Relevancy: links form the sites that deal with a relevant topic
§ Authority
§ Trust, authority of the domain. Proxy: Moz Domain Authority (MozBar)
§ Combination of Homepage and Deep links
§ New: new and unique domains are the most important
§ Links
§ “natural” editorial links (because of great content)
§ “manual” outreach link building.
LINKS: 101

§ Blogs
§ Content that inspires viral sharing
§ Guest writing
§ Link baiting: tools, calculator, infographics, white papers, awards, competition, widgets
§ Syndication of different content
§ Get your customers to link to you
§ Content that inspires viral sharing
§ PR. Turn your mentions into backlinks.
§ Forum participation
§ Buying links
LINKBUILDING TECHNIQUES

FREE TOOLS TO SHOW OFF: MozBar

FREE TOOLS TO SHOW OFF: SimilarWeb

CONTENT
Consumers
Keywords focused
Objective: organic traffic
Publishers
Link bait
Objectives: links

1. Organic traffic
2. Content
§ New posts
§ Total traffic
3. Links:
§ Total
§ From PR
§ From .edu or .gov
§ Domain Authority 40+
§ New links
OBJECTIVES FOR SEO BY VR

§ Paid search rankings and results are virtually
instant, while a good organic search strategy will
help a site rank higher over a longer period of
time (it can take 3-6 months to make it onto the
first page of Google).
§ By using paid search, you can also explore new
keywords and vet them for inclusion in your
organic strategy by seeing how they interact with
your website, and the results of that interaction.
§ This allows you to concentrate your organic
search in the most effective places, and where
you stand a chance of receiving a high page
rank.
§ Conversely, organic keywords that generate
good user interactions or conversion rates, but
not enough traffic, may warrant being added to
your paid search campaigns.
PAID + ORGANIC = THE BEST STRATEGY

NOT MECE, BRING SHORT AND LONG TERM BENEFITS

SEARCH
§ Text
§ Intent-focused
§ Pull
§ Sales
SOCIAL, VIDEO, DISPLAY
§ Visual and story
§ Discovery-focused
§ Push
§ Awareness
SEARCH = INTENT = PULL
CONTENT

Google Search crash course

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