This presentation takes students from the Digital academy through the basics of Paid Search (Search Engine Marketing called SEM or PPC [Pay Per Click]) and Search Engine Optimisation (SEO).

1. Search Marketing
WEEK 7 – Learn Implement & Implement Digital Academy

2. Two types of search marketing

3. Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is a form of
internet advertising utilising search engine
results to promote brands and websites.
It is a paid media where advertisers bid of
specific search keywords that when typed in,
their ads are shown.

4. Search Engine Optimisation
(SEO)
Search engine optimisation (SEO) is the
process of improving your website and content
so that it is visible to search engines.
Website SEO aims to make the information &
services that your organisation provide deemed
most relevant (by the search engine) to match the
keywords that their users are searching for.

5. Search Strategies

6. Search Engine Marketing (SEM)
Mostly, Google Adwords

7. SEM Terminology
What do these mean?
• PPC
• CPC
• Creative/ Adtext
• SERP
• CTR%
• Impressions
• Google Content Network
• Rank/ Position
• Quality score

8. SEM Terminology
• PPC – Pay Per Click
• CPC – Cost per Click
• Creative – Heading and description of search ad
• SERP – Search Engine Results Page
• CTR% - Click through Rate (as a percentage)
• Impressions – The number of times your ad is shown
• Google Content Network – Display banner ads outside of
Google
• Rank/ Position – The position your ad is shown when a
keyword is searched (1 through 8 for page 1)
• Quality score – A ranking Google gives your ad based on
its CTR, relevance to the keyword & the landing page’s
relevance & other factors.

9. SEM Networks Landscape
Global Search Market share http://market share.hitslink.com/search-engine-market-
share.aspx?qprid=5&qpcustomd=au

10. Search Networks
Market share
March 2014: Google 73% Globally or 85% of all English based search.
In Australia their market share is closer to 95%.

11. Organic Vs. Paid

12. Google taking up
Organic space

13. Paid Search Options
Google Content Network

14. Paid Search Options
YouTube

15. Paid Search Options
Local Search/ Maps

16. Paid Search Options
Mobile

17. Paid Search Options
Mobile Map Pins

18. Bidding Strategies
& Targeting
• Bidding Strategies
• Position/ rank #
• Max CPC
• Broad match
• Phrase Match
• Exact Match
• Targeting
• Location targeting
• Device targeting
• Retargeting

19. Adwords – Ad Groups

20. Adwords – Creative/ Ads

21. Adwords - Keywords

22. Adwords - Targeting

23. Adwords – Ad Extensions

24. Exercise
Google Adwords Demo

25. Why SEM?
• Quick Wins
• Good targeting
• Conversion reporting – with Google Analytics
• Low wastage
• Competitive
• Strong acquisition driver
• Branding.

26. Search Engine Optimisation (SEO)
Strategy, Planning & Execution

27. What is SEO?
SEO is optimising your website to make it easier for
search engines to find you.
•Good SEO = High rankings in Google search listings (pg. 1)
•SEO is about many small tactics, implemented in increments
over time to help your website rank better in search engine
results. These tactics include:
• Website content (engagement objects [images, maps, video,
infographics, ebooks] + words)
• Internal and external linking strategies (expertness)
• Information architecture and siloing (URLs and site navigation)
• Meta data + keywords (html)
• Site map (html and XML) and much more.

28. Optimising for Google
90% of all internet sessions start
with a Search query
Google Global Market share Nov 2012
#10 on Google gets more traffic than #1 on Yahoo
93% of all searches in Australia
are on Google (Nov 2012)

29. Optimising for Google
There are [reportedly] over 200 variables in Google’s
algorithm which determine rankings, some of them are:
• Content
• language and uniqueness
• frequency of updating
• Duplicate content
• Keywords used and anchor text + alt text
• Domain age
• Where you servers are located
• URL structure
• Internal cross linking
• Outbound and Inbound linking
• Authority of domains being linked to
• XML and html site maps
• Robots.txt
• Page load time.

30. What we’re aiming for.
Page Rank

31. Keyword Research
• Identify what your audience is searching for when looking
for your product or service
• Prioritise your organisation’s target keywords based on
volume, relevancy and likelihood to convert
• Identify gaps in your content that you need to fill
• Develop your SEO strategy based on audience,
consideration cycle, location and culture.
Use SEO Tools to do your Keyword Research and Google
Adwords is the best place to get Australia search volume
numbers
• http://www.seotoolset.com/tools/free_tools.html
• https://adwords.google.com/ko/KeywordPlanner

32. In Practice Exercise
• Identify 3 key terms that you want your website to rank
on page one of Google’s search results for
• Go to www.Google.com.au and search for this term.
What is your ranking?
Can you find your listing on the first 3 pages?
• Now open an incognito window in your browser and
search for your keyword.
Is your ranking the same?

33. Exercise
Topline SEO Audit
http://www.seotoolset.com/tools/free_tools.html

34. In SEO, Content is King!

35. What is ‘Content’?
In the digital world, everything
you can add to a webpage is
‘content’
•Written words
•Images
•Video
•Graphs and infographics
•Links.

36. Treat your Content
like a Queen!
Content brings
•Search engines
•People/ Partners/ Prospects
•Credibility
•A good user experience
•Variety
•Inbound links
•Sharing
•Stickiness (repeat visitation).

37. In Practice Exercise
• Go to www.Google.com/analytics and log into your account.
• Navigate to “Behaviour > Site Content”
What are your most popular website pages?
• Navigate to “Acquisition > Channels”, click on organic search, then add a
second dimension > traffic sources > landing pages.
Are your most popular pages getting traffic from search engines?
• Navigate to “Acquisition > Keywords > Organic”
Are the three keywords you identified as important, present in your top 10
keywords driving traffic?
• Go to SEO Toolset > Free Tools and find out
• who are the competitors for your target keywords?
• What is your Domain page rank and your key competitors Domain page
rank?

38. SEO Fundamentals
The stuff you need to know and get right

39. SEO Fundamentals
What you can control easily Technical implementation

40. On page content

41. Target keywords
* Keywords currently rank on Google Search Results pages 2, 3 and 4
Create content
(1 full pg
minimum) for
each keyword
you wish to
rank for.
Create content
(1 full pg
minimum) for
each keyword
you wish to
rank for.

42. SEO Fundamentals
What you can control easily Technical implementation

43. Meta Data or Meta tags
• Page title
• Description
• Keywords
• Meta tags must be specific to each page
• They must describe the page content and use the SEO
keywords
• They must match the page URL
• Any words that are hyperlinked through the page content,
should match the keywords (this is called anchor text).

44. Meta data example
http://www.law.unsw.edu.au/areas-of-study/environmental-law
If you do not assign a description to your meta tags, Google will pull out the first
piece of content that it deems to be relevant to the search term.
Sometimes this will work out ok, other times not so well.

45. Meta data template
• Page title
• 8-10 words: Literally what the page is about
• the most important words first (brand is the last thing)
• Description
• 12-24 words: this is what the user will read in the
Google search listings
• so it needs to be an accurate description of what is on
the page
• Keywords
• 24-48 keywords: this is what we think people will
be typing into a Google Search
• starting with the longest keywords (5+ words) down to
single word keywords

46. <H2>Heading tags</H2>

47. SEO Fundamentals
What you can control easily Technical implementation

48. Linking
Internal, External, Inbound
Linking is important because Google’s “spiders” crawl the
internet, moving from one link to another. So these links should
have relevant keywords in them
•Internal linking
•creating hyperlinks to move users around your own site
•External linking
•hyperlinks that direct users to websites outside of your domain
•Inbound links
•Google gives points to sites who have lots of links pointing to them
•Ideally, you want inbound links from authority or “expert”
websites (page rank 4 and above).

49. Anchor text
• The words you choose to hyperlink are called “anchor
text”.
• Google puts more emphasis on words that are linked or
bolded
• These anchor text words should match your keywords
wherever possible
• Therefore, your anchor text gives Google a quick
snapshot of your page content and the pages you’re
linking to.
Don’t hyperlink words like “Find out More” or “Click here for more
information”.
We want to hyperlink our keywords such as “environmental law” or
“law degree”
Don’t hyperlink words like “Find out More” or “Click here for more
information”.
We want to hyperlink our keywords such as “environmental law” or
“law degree”

50. Alt text or Alt tags
Alt text is a literal description of your images that search engines can read.
This should be different to the caption (but many websites use the same info).

51. On Page SEO Template

52. SEO Tools
• There are many paid subscription SEO tools as well as
some free web based solutions that can help you stay on
top of your SEO
• Google Insights
• Google Webmaster Tools
• Bruce Clay’s SEOToolset.com
• SEO moz
• HubSpot.

53. Search Project Brief
1. Create a Paid Search Campaign to drive sign ups to
your next webinar series on [insert your topic here]
2. Using the Parachute Digital SEO Content Template,
optimise this page from the Climate Council Website
for search engines
http://www.climatecouncil.org.au/climate-change-basics
so that it will show up better in search results.

54. Reading
SEM
•http://searchenginewatch.com/ppc
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-
•http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/how-
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-natural-and-

55. Reading
SEO
•http://searchengineland.com/guide/what-is-seo
•http://searchenginewatch.com/article/2303494/21-Best-FREE-SEO-
Tools-for-On-Page-Optimization
•http://seo-tools-review.toptenreviews.com/
•http://seoupdates.info/top-21-seo-tips-and-tricks-to-follow-in-2013/
•http://www.marketingpilgrim.com/7-minute-seo-guide
•http://www.parachutedigitalmarketing.com.au/blog/content-marketing-
online/copywriting-for-websites-and-seo/
•http://www.parachutedigitalmarketing.com.au/blog/search-marketing-
natural-and-paid/seo-back-to-basics-of-search-engine-optimisation/
•http://www.parachutedigitalmarketing.com.au/blog/online-research-
trends/a-successful-seo-strategy-requires-robust-keyword-research/

56. And that’s just the tip of the iceberg.