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Higher ranked means more visitors. How to appear on Google search pages (SERPs) without paying for it. There are paid and organic, unpaid search results. Organic have 2/3 clicks on search results: PPC vs organic - organic wins.

SEOmoz ranking:

  1. trust/authority
  2. link popularity
  3. anchor text of external links
  4. page keyword usage
  5. registration and hosting data
  6. traffic and CTR data

Your site needs to be authority hub. Be the endpoint, many links to you, not much links from your site (be selfish). External links are leakage.

SEO planning

  • business requirements (business and marketing plan)
  • competitor analysis (HTML tags)
  • keyword analysis
  • optimise online customer funnels
  • focus on key website touch points

How to use Google Webmaster tools

  • add site
  • submit sitemap (
  • demote sitelinks (spam sites, inappropriate)
  • watch for improvements (crawl errors)

Onsite optimisations

  • optimise keywords (AdWords keyword search)
  • description tags (not affecting but shows in results page)
  • different tags for every page
  • title tags
  • header tags (most important keywords)
  • use CSS wisely
  • content is very important
  • keyword naming structure for pages, images and folders
  • avoid dynamic URLs
  • bold words count (weight)
  • keyword densities
  • internal linking
  • don't use much bullets 🙂
  • don't use imagemaps
  • don't use Flash and frames
  • use more text, less images
  • use image alt tags
  • have a business address
  • W3C check/complaint

SEO and design

  • build for UX and optimise
  • know your consumer
  • consumers should determine the content
  • follow trends (white background, black text)
  • understand what's desirable and why
  • know how these signals and adding content affects your site's SEO profile

Have a reason and strategy for everything you do. Be visible, be useful. SEO is about building trust and authority online which generates more traffic and repeats circle. Content is king, have useful content. You want people to link to you. To be a useful site:

  • have a clear position and offering
  • try to be unique, add value, authority
  • search likes unique high profiled content
  • it's time consuming and expensive
  • rewards are worth it

Keywords and keyword research

  • use the AdWords keywords planner tool
  • pick high volume keywords
  • look at Google trends
  • research Google suggestions
  • pick high value keywords
  • check the competition
  • put them in all your key tags
  • have 2-3 ranked phrases per page
  • repeat phrases in text content
  • don't overdo it
  • pick 10-15 words in content

Offsite SEO

  • identify high profiled sites to be linked from
  • create link building strategy
  • blogs
  • online PR
  • onsite linkable features: tools, infographics, guides, walkthroughs...

Helpful tips

  • choose a keyword rich domain
  • don't take shortcuts or expect magic
  • align keywords, landing pages
  • use Google places
  • use Webmaster tools
  • analyze with analytics
  • use domain in all internal links and posts
  • submit blogs to directories
  • provide quality content
  • mobilize social assets

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PPC advertising means advertisers pay a website owner whenever their ad is clicked on.

Original sales funnelTranslated to PPC
InterestPPC ad click

Google AdWords is biggest PPC advertising provider. Chose keywords, analyze keywords meta tag of competitions website. Google Keyword planner can be used to benefit Google Adwords advertising and SEO. Keyword match types: broad (widest), phrase, exact and negative (exclude). Facebook PPC have better targeting.


CPCcost per clickpay for a single click on your ad
CPMcost per mileyou pay for 1000 impressions of your ad
CPAcost per acquisitionpay for conversion
CPLcost per leadpay for a lead
CTRclickthrough ratenumber of clicks divided by number of impressions
ROIreturn of investment

How online marketer increments spending: cost per ad impression, cost per click, cost per lead, cost per acquisition.

Risks of PPC advertising

  • need to be careful in this space
  • this costs money and does have a large element of risk to it
  • easy to setup account with AdWords
  • very hard to advertise successfully through it from a commercial perspective


  • one of the most direct forms of incurring a cost in digital advertising
  • getting pushed out by competitors
  • losing market share to new competitors
  • bidding wars
  • junk traffic, concerns
  • runaway costs
  • time management

Tips for success

  • experiment
  • structure is key
  • use keyword planner and keyword matching
  • research competitors
  • what is an acceptable ROI?
  • always use the resources available

Tips for writing great ads

  • check grammar
  • highlight what's unique
  • look at your ad with a critical eye
  • include prices/promotions
  • include keywords
  • experiment

Optimising AdWords ads: check trends, compare different ad texts and keyword groupings, refine bids and budget. Re-marketing means bring back visitors to your site (visitors see your ads on other websites in the Google display network). Ad rank = cost per conversion x quality score. Qualitiy score is determined by having relevant landing pages, keywords and ads.

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