A Comprehensive look at Web Marketing from conversions on your website through to creating a virtuous circle of performing ads with AdWords.

1. Search Engine Optimisation & AdWords
Presented by Ben Maden, Web Consultant

2. Search

7. SERP
Search Engine
Results Page

8. AdWords™= Adverts for Words

9. The “map pack”

10. “Organic” results

11. What I see…

12. A race that never ends

13. And this…

14. Elephants & Cheetahs

15. Search Engine Optimisation
• Slow
• When handled
right transforms
businesses
• Can do serious
harm

16. Google AdWords
• Fast to implement
and change
• Can deliver well
• Can do harm
• Must be strong to
get best results

17. How it ALL works…

18. The Goal - Leads*
* Sales too if you’re
ecommerce enabled

19. Think about
your website
as a black box
Simple Model

20. Visitors Leads
Simple Objectives

21. Most people…
Buy visitors. AdWords, Facebook & SEO

22. Common Mistake
Buy visitors. AdWords, Facebook & SEO

23. Where do leads come from?

24. Visitors Leads
Simple Objectives
Conversion
Rate (%)

25. Leads = Converted Visitors
Leads = Visitors x Conversion Rate (%)
If your conversion rate is zero (or
very low) are you wasting money
buying more visitors?

26. Probably

27. But…
If you’re specific
and get the right
keywords, you will
get the right
visitors and your
conversion rate
will improve.

28. How to…

29. Visitors Leads
Simple Objectives
Conversion
Rate (%)

30. How to improve conversions
Maximise leads you earn from visitors
Be relevant
Be helpful
Don’t get in the way
Leads = Visitors x Conversion Rate (%)
The Conversion Rate (%) is measurable. Improve it.

31. How to get more visitors
Earn more clicks from Google
Position is the main factor = Higher is better*
Click through rate (CTR) = Write better
*We’ll come back to this. Depends on whether SEO or AdWords

32. How to get more visitors
Earn more clicks from Google
Position is the main factor = Higher is better*
Click through rate (CTR) = Write better
*We’ll come back to this. Depends on whether SEO or AdWords

33. How to get more visitors
Earn more clicks from Google
Position - Higher is better*
Click through rate (CTR) - Write better
*We’ll come back to this. Depends on whether SEO or AdWords
Visitors = Impressions x CTR
The number of impressions varies
over time because of seasonal trends.
CTR is measurable. Improve it.

34. Why…

35. Visitors x Conversion Rate = Leads
1000 x 1.8% = 18
1000 x 4.3% = 43
2000 x 1.8% = 36
2000 x 4.3% = 86
Improving conversion rates and visitors numbers will
multiply your result.
Visitors AND Conversions

36. Why?
When you know you can convert visitors you
can confidently invest in visitors but you can’t
“know” until you’ve got some visitors.
Start carefully and build a
virtuous cycle

37. Summary
Virtuous Circle
• Learn from visitors
• Changes to improve
conversions
• Convert visitors
• Acquire traffic with
confidence
• Repeat
Vicious Circle
• Buying traffic seems
like a waste of time
and money
• No one is interested
• Changing the website
doesn’t seem to help
• Give up

38. SEO Basics

39. Fundamentals
of Search Engines
i. Humans
ii. Algorithms

40. Where do people click?

41. Traffic improvements on page 1
10th to 5th è 60% improvement
5th to 1st è 8 times more
2nd to 1st è 3.5 times more
10th to 1st è 12-14 times more

42. Exponential returns è Focus
The numbers PROVE it is better to be #1 for one
keyword than 10 equivalent words at number ten…

43. Exponential returns è Focus
2nd to 1st = 3.5 times more

44. Fundamentals
of Search Engines
i. Humans
ii. Algorithms

46. Google wants you to know...

47. How
changed the world

48. Timewarp... before Google (1)
A
Target phrase
Who should rank?
B
Target phrase
C
Target phrase

49. Who should rank? All three… but in what order?
• Same use of target phrase
• Nothing to distinguish
A
Target phrase
B
Target phrase
C
Target phrase
Timewarp... before Google (2)

50. Timewarp... before Google (3)
Who should rank?
• Alphabetical? AAA Plumber
• Time? First, last, frequently updated etc.
A
Target phrase
B
Target phrase
C
Target phrase

51. Timewarp... before Google (3)
Who should rank?
• STUFF in those keywords (bad!)
• Poor quality results… enter Google.
A
Target phrase
B
Target phrase
C
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase

52. Two things...
1. Don’t be Evil
2. What others say about
you is more important
than what you say about
yourself
http://en.wikipedia.org/wiki/Don't_be_evil

53. Timewarp… Google shakes it up
Who should rank?
• Google looks at external factors
• External “votes” are much more trustworthy
Your website.
You’re responsible.
You’re banned!
D
E
F
G
H
A
Target phrase
B
Target phrase
C
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase

54. What others say… Link = Vote
The website giving the link could lose a visitor.
Hyperlink code:
<a href=“http://www.destination.com.au”>Clickable Text</a>
How it looks:
Clickable Text

55. Who should rank?
• External “votes” are much more trustworthy
• B has 2.5 links
• C has 3.5 links
Timewarp… Google shakes it up
Your website.
You’re responsible.
You’re banned!
D
E
F
G
H
A
Target phrase
B
Target phrase
C
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
I

56. Timewarp… Google shakes it up
Your website.
You’re responsible.
You’re banned!
D
E
F
G
H
A
Target phrase
B
Target phrase
C
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
I
Who should rank?
Links = Votes
E’s link to B is stronger B would rank above C

57. SEO is...
Search Engine Optimisation (SEO) is the
process of improving the visibility of a
web site in search engines
Wikipedia

58. Search Intent
SEO & AdWords

59. What people
want &
search for
Focus on the right keywords...
What you
do for
customers
Mismatch
Consider
Intent

60. Google makes it easy

61. Focus on the right keywords...
What people
want &
search for
What you
do for
customers

62. Visitors (in) Leads (out)
Install Analytics & Goal Tracking

63. Multiplier Effect
Visitors x Conversion Rate = Leads
1000 x 1.8% = 18
1000 x 4.3% = 43
2000 x 1.8% = 36
2000 x 4.3% = 86
Improving conversion rates and visitors numbers will multiply your
result AND improving your keyword selection will do both.

64. “Goal Tracking” is part of Google Analytics
Track visitors over time (in)
Track “goals” over time (out)
8x
18x

65. Keywords
SEO & AdWords

66. SEO Pyramid
Words
Links

68. Osteopath Brisbane - Flash

69. Flash Website

70. Handy Dandy Content Audit Template by John McCrory 2008
Content Audit...
• What do you have?
• What do you need?
• What should you
remove?

71. • Tuning the website for specific key phrases
– Title tag <title>Search Engine Optimisation</title>
– Meta description
– In the body text
– Internal Links, use text
• Beware of classic mistakes
– Stuffing / Spammy tactics
– Not enough text
Words - Page Optimisation

72. • Meta Descriptions
– Not just about keywords
– Think about why someone would click
– Click through rate (CTR)
– Must be attractive
Words - Page Optimisation

73. SEO Links

74. Link Building can be hard…

75. Links - What exactly are they?
Hyperlink code:
<a href=“destination.html”>Clickable Text</a>
How it looks:
Clickable Text

76. Timewarp… Google shakes it up
Your website.
You’re responsible.
You’re banned!
D
E
F
G
H
A
Target phrase
B
Target phrase
C
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
Target phrase
I
Who should rank?
Links = Votes
E’s link to B is stronger B would rank above C

77. Evaluating SEO value
Geography
Trust
Strength
Meaning

78. Evaluating SEO value
Geography
Trust
Strength
Meaning
Does it look spammy?
How many websites does it link to?
What does it link to?
How many pages link to it?
How many domains link to it?
What is its Page Rank?
Domain name. The address*
Where does it rank?
Which Google?
Website à Page à “Anchor Text”

79. Trust
“Seeds of trust” and “hops”.
Paddy Moogan’s - Link Building Book, 2013
http://www.linkbuildingbook.com/

80. Authorship
Connect Authorship into your website…
rel=“publisher” è Reference your Google+
rel=“author” è Reference your Google+
Your author page ç Contributor to, Google+
Positive impact
on click through
rates (CTR)
The Author Graph is well underway. Google’s official announcement
http://googlewebmastercentral.blogspot.com.au/2011/06/authorship-markup-and-web-search.html

81. Local+
Claim Existing
Pages
Keep information
consistent (phone)
Do not duplicate
descriptions
Now Part of
Google+

82. Create something…
• Interesting
• Useful
• Helpful
• Emotional
• Exciting
• All of the above.

83. Link Bait

84. Earning Links
Micro Spy Remote 263 links
http://www.thinkgeek.com/product/9a06/ 2 RDs
Unicorn Meat 2,129 links
http://www.thinkgeek.com/product/e5a7/ 37 RDs

85. What works well?
• Short form content
– Definitions
– Quotable
– Statistic
• Rank for it
– E.g. Prostates Stats

86. Create great content
• Fun/Cute – Cats
• Original Research - Danny Sullivan compared spam
• Newsletters - Keep front of mind impact on exposure with other website therefore
links
• Controversy – Upset people (not recommended for your brand)
• Social Media - Tw, Li, FB - where are your customers and what are they doing
• Conference presentation - Recognition
• Lists - 13 tips when hiring a Tradie
• Get a Blog - be an authority, "no excuse for a company not to have a blog" (March
2010)
• Howto - Long tail content, just a few links (the right links) is enough when resources are
• Tutorials - guide someone through a problem you've had
• Videos - making some videos screen cast + ppt, piece to camera very helpful
Use the same content different ways…

87. What Experiences will earn an impact?

88. Likeability?

89. Engagement?

90. Trust?

91. “Automated” Link Building
Ask for links
• If someone mentions your brand (or you)
• Uses an image without permission
How? Google Alerts…

92. “Automated”
Link Building
Use Google Alerts &
contact websites that use
your photos asking for
“photo credit”. Case study
– I did this for a client and
sent 16 emails, getting 15
links
Examples from Paddy Moogan
From Mozcon, July 2012
http://www.linkbuildingbook.com/

93. “Automated” Link Building
Tools
• Google Alerts
• Canned Responses for Gmail
• Boomerang for Gmail
• Reverse image search

94. Remember this?

95. Elephants & Cheetahs

96. Search Engine Optimisation
• Slow
• When handled
right transforms
businesses
• Can do serious
harm

97. Google AdWords
• Fast to implement
and change
• Can deliver well
• Can do harm
• Must be strong to
get best results

98. Google AdWords

99. How the Ads are Ranked?

100. How the Ads are Ranked?
Not just by money

101. How the Ads are Ranked..
How do we get a better
Quality Score (QS) ?
AdRank = QS x Bid

102. An Ad Auction
Quality
Score
Bid
Amount
Ad
Rank
Posi8on
5
$5.50
27.5
Third
7
$4.40
30.8
Second
9
$3.50
31.5
First
This is run for every keyword, for every search.

103. And if you’re awesome
You don’t pay the $3.50 you had bid
because of the Quality Score.
You would actually you pay 2 cents
more than the minimum bid.
What you pay =
Competitors Ad Rank ÷ Your QS
30.8 ÷ 9 = 3.42 + 2 cents = $3.44

104. Quality Score is made of…
• Click Through Rate (CTR)
• Relevance (Keyword)
– Ads to Keyword
– Keyword to Landing Page
– User Experience
These are based on
historical data in general
and specific to your account.

105. Quality Score is made of…
• Click Through Rate (CTR)
• Relevance (Keyword)
– Ads to Keyword
– Keyword to Landing Page
– User Experience
These are based on
historical data in general
and specific to your account.
A good historical
record of your
performance is like
an excellent
reputation

106. Virtuous Circle
• Run a Good Account
– Housekeeping
– Don’t add junk
– Use real search data
to reduce waste
• Get a high Quality
Score
• You can pay less for
the same or better

107. Search Engine Optimisation vs AdWords
SEO
• Rankings based on
links
• Can takes a long time
to work, 3-6 months
perhaps much longer
• Take care to avoid
spammy tactics
Google AdWords
• Position based on
Quality Score x $(bid)
• Appear immediately
• Stop paying, stops
immediately
• Take care to avoid
spammy tactics

108.
Ben Maden
Office 07 3117 2300
ben@mattersolutions.com.au
www.mattersolutions.com.au
Thank you
SEO Training Day
Wednesday 21st May
Full day of training $550
$110 off for CPA attendees
Discount Code: CPA110

109. History in a Nutshell
2000 Web Consultant building & marketing websites
2003/4 MBA from Cass Business School
2004 Doing “SEO” + Google AdWords accounts
2006 Moved to Australia
2008 Google AdWords Qualified
2009 Focus on Australia
2010 Building a team of Website Experts
2011 SEO/AdWords Management
2012 Social Media & WordPress Expertise