This document provides information about browsers, search engines, and Google's preferences for websites. A browser allows users to access web pages stored on other computers connected to the internet. A search engine stores information about where web pages are located and helps users find relevant information. Google prefers keyword-rich and regularly updated content that satisfies user searches. Social media became very important to Google in 2010. The document also discusses search engine optimization techniques and pay-per-click advertising on Google.

9. A browser is a piece of software that runs on your PC. The browser allows you, via a connection to the internet to access web pages stored on computers that are connected to the internet. A search engine is a piece of application software that sits on a powerful computer (a server) on the Internet. This computer stores information about where web pages are stored on the internet.

19. “organize all the world’s information and make it universally accessible”

45. What Google likes & dislikes

46. Keyword rich, regularly updated content that delights the user & delivers what is searched for.

47. Googleconsiders….. Your domain name The age of your site The number of pages in your site Keywords in your page title tags Inbound links from reputable sites Unique content on your site Frequency of your content change Site accessibility Strong internal links and……….

48. Google doesn’t like….. Keyword ‘stuffing’ Blackhatting - invisible text, cloaking, doorway pages Broken links Duplicate content Flash without an HTML version Slow page load

49. Onsite SEO Descriptive Page Titles (unique for each page) Descriptive Headings (Heading 1 – the H1 tag) Alternative text (ALT tags) Titles (TITLE tags) META tags (descriptions not keywords) Use descriptive page file names Use relevant words when naming images Use a site map

51. But in 2010 what Google loves more than anything else………is……

52. Social media

54. Social Media

55. What did Google love? Keyword rich, regularly updated content that delights the user & delivers what is searched for.

56. Google also considers….. Your domain name The age of your site The number of pages in your site Keywords in your page title tags Inbound links from reputable sites Unique content on your site Frequency of your content change Site accessibility Strong internal links

57. Where shall I start? Commit Research Strategy Upskill Create content ENGAGE Monitor

58. Would you like to appear on Page 1 of Google when people search for your product/service in your specific area?

60. Local Listing/Google Places/Maps http://www.google.com/local/add

61. Name Address Telephone numbers Email address Web address Map

62. 200 character description Images Multiple categories Videos Opening times Coupons Reviews

64. Your customers see your ad when theysearch Your ad reaches users at the moment they demonstrate interest

67. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE

69. Keywords Be highly specific Ask your Nan Plurals Misspellings

72. Ad Text (35 character limit)

74. Landing Page Must relate to the keyword used Must deliver what the ad promised Must have a strong call to action Must have speedy page load

75. Timing Be seen in 15 minutes Stop immediately Constantly improve performance Exploit events & industry news Weekdays only

77. What will I have to pay per click? To be seen costs nothing, you only pay when a user clicks on your ad and visits your site. 1) How broad is your keyword? 2) How competitive is your market? 3) How relevant is your Holy Trinity?

78. Basic Definition: CTR Clicks Impressions = CTR (expressed as %) CTR: clickthrough rate Impression:The appearance of your ad on Google

79. CTR Examples 20 clicks 1000 impressions Example Advertiser A: = 0.02 = 2% 6 clicks 100 impressions Example Advertiser B: = 0.06 = 6% CTR is how Google measures relevance

82. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE But is it COST EFFECTIVE?

83. Last year we spent £250,000 of our clients’ hard earned cash ….. …and turned it into £5,000,000of new business

87. £7,404 investment in AdWords Increase revenue by reinvesting profit 49p CPC ≥ 15,110 clicks 3.01% conversion rate = 455 sales Average sale = £420 £7.4k investment - £191k in sales Reinvest profits, increase budget Case Study – Beauty sector

88. £31,495 investment in AdWords Increase revenue by reinvesting profit £3.50 CPC ≥ 8,998 clicks 0.61% conversion rate = 55 sales Average sale = £9,000 £31.5k investment - £495k in sales Reinvest profits, increase budget Case Study – Leisure sector

89. £6,244 investment in AdWords Increase revenue by reinvesting profit £17.41 CPC ≥ 358 clicks 1.1% conversion rate = 4 sales Average sale = £47,000 £6.2k investment - £188k in sales Reinvest profits, increase budget Case Study – Law sector

91. Direct

92. Controllable

93. Instant

94. Measurable

95. Free

96. Local

97. Instant

98. More respected

99. Uncontrollable

100. Difficult to budget