This presentation was given at Bournemouth University as a beginners guide to SEO and AdWords. It explains the basics of both of these advertising channels, as well as what people looking to embark on a career in either field need to know.

1. SEO & ADWORDS
WHAT YOU NEED TO KNOW
By Tara West

2. What You Will ‘Take Away’…….
• What you will need to know at work
• WHAT YOU’LL TAKE AWAY
Basic understanding of SEO
• Basic understanding of AdWords
• Careers in Search Marketing

3. SEO
Enhancing websites so search
engines perceive them as high
quality and relevant to particular
subject areas

4. AdWords
A Google service offering many
different formats of online
advertising on search results
pages and other online content

6. Yeh but no
but… Am I
ALTERNATIVE
boverred
TOPIC OR IDEA
tho?

7. WHY YOU SHOULD
CARE!
Work Work Client Starting
Agency Side your own
Side business
Placement Everyone’s
doing it…

8. SEARCH ENGINE
OPTIMISATION (SEO)

9. WHAT DOES SEO
INCLUDE?
Social Keyword
Media Research
Link
Building &
SEO On-Page
Factors &
Online PR Content
Traffic and
Technical
Rankings
Factors
Analysis

10. WHERE DOES SEO FIT
IN?
Online
Advertising
Online Email
Marketing
Marketing
Your
SEO Website
Affiliate

11. WHAT SEO CAN BE USED
FOR?
Brand Awareness &
Management
Local Search
Traditional SEO

12. BENEFITS OF SEO
Searchers are Branding & Direct
already engaged Response
Benefits Search
Cost Effective
Engines & Users
Long Term Strategy Accountable

13. NEGATIVES OF SEO
Highly Competitive Resource intensive
Black Hat Google are
Techniques Removing Data
Ever Changing Longer to see
Algorithms results

15. KOOZAI’S SEO PROCESS
Keyword Technical On-Page
Research Optimisation Optimisation
Monthly
Off-Page
On-going Analytics
Optimisation
Optimisation

17. KEYWORD RESEARCH
Expectations Long Tail
Search Demand Short Tail
Competition Commercial Intent

18. TECHNICAL
OPTIMISATION
Meta Tags URL Structure
XML Sitemap Robots.txt
Heading Tags Image Optimisation

19. ON-PAGE
OPTIMISATION
300 Words of Add Content
Content (min) Regularly
Structured Avoid Keyword
Paragraphs Spamming
Use Appropriate
Stay on Topic
Headings

20. OFF-PAGE
OPTIMISATION
Guest Blogs Creative Content
Social Profiles Press Releases
Social Signals Local Profiles

21. ANALYTICS &
MEASUREMENT
Keyword Rankings Bounce Rate
Branded & Non- Visitor Numbers
Branded Traffic
Time on Page or Goals &
Site Conversions

22. GOOGLE ANALYTICS

24. ADWORDS
ADVERTISING

25. TYPES OF
ADWORDS ADVERTISING
Search Display
Network Network
Video Re-
Advertising Marketing

26. PAY PER
CLICK (PPC)

27. BENEFITS OF PPC
Instant Visibility Direct Response
Searchers are
Competitor Bidding Already Engaged
Accountable, &
Highly Controlled
Cost Effective

28. NEGATIVES OF PPC
Specialist
Highly Competitive
Knowledge
Rising Costs Approval Issues
Product Type Ever Changing
Limitations Interface

29. PPC ACCOUNT
STRUCTURE
Account
Campaign Campaign Campaign
Ad Ad Ad Ad Ad Ad Ad Ad Ad
Group Group Group Group Group Group Group Group Group
Key- Key- Key- Key- Key- Key- Key- Key- Key-
words words words words words words words words words

30. ADWORDS ANALYSIS
• CTR (Click through Rate) • Average position
• Impressions • Impression Share
• Average Cost per Click • Conversions
• Cost • Conversion Rate

31. PPC FOR BRANDING

32. DISPLAY
ADVERTISING

33. 20%
OF ADWORDS TRAFFIC IS VIA
GOOGLE DISPLAY NETWORK
(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)

34. WHY ADVERTISE
LIKE THIS?

35. WHEN YOU COULD
ADVERTISE LIKE THIS:

36. YOUTUBE
ADVERTISING

37. 89%
OF ONLINE POPULATION
REACHED BY YOUTUBE ADS
(Source: http://support.google.com/adwords/bin/answer.py?hl=en&answer=1687453)

38. YOUTUBE ADVERTISING
http://www.youtube.com/watch?v=jjJaNbMN6-g

39. ADWORDS
REMARKETING

40. MAKE IT PERSONAL

41. RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE A
PURCHASE
(Source: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf)

42. SEO vs AdWords
SEO OR
ADWORDS?

43. DID YOU
KNOW? $17 billion
INTERNET AD
REVENUE IN FIRST
HALF OF 2012

44. SEARCH MARKETING
CAREERS
Search Technical Analytics Account
Specialist SEO Specialist Manager
Digital Search Head of
Ecommerce
Marketing Team Search /
Manager
Executive Manager Director

45. RESOURCES
 http://www.stateofsearch.com/
 http://www.seomoz.org/blog /
http://www.seomoz.org/beginners-guide-to-seo
 http://searchengineland.com/
 http://adwords.blogspot.co.uk/
 http://googlewebmastercentral.blogspot.co.uk/2012/10/
google-webmaster-guidelines-updated.html
 http://mashable.com/ (good for general tech news)

46. IMAGES
 http://adictoayoutube.blogspot.co.uk/2010/05/dominos-pizza-mi-favorito.html
 http://rt.com/programs/why-care-summary/
 http://modernl.com/article/google-privacy-and-you
 http://www.caughtoffside.com/2011/11/19/2011-fifa-puskas-goal-of-the-season-
award-the-ten-great-goals-video/
 http://www.telegraph.co.uk/sport/olympics/9511821/Missing-West-African-
Olympic-boxers-found.html

47. THANK YOU FOR LISTENING
@Koozai_Tara
tara.west@koozai.com
0845 485 1262
koozai.com