Search Engine Optimisation versus Search Engine Marketing

bookkeeperquailInternet and Web Development

Nov 18, 2013 (4 years and 1 month ago)

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Search Engine Optimisation
versus
Search Engine Marketing
What’s what
and what’s right
for you?
Robdean Pty Ltd I
robdean.net.auSEO - Search Engine Optimisation Page 2
Contents
SEO – Search Engine Optimisation
3
What is SEO?5
A brief SEO overview 6
What we do to optimise your site during a website build 7
Ongoing SEO strategies 8
How much? 9
Other options 10
SEM – Search Engine Marketing
11
There are several elements that make up each ad 12
Keyword quality 13
Ad position on the page 13
Ad Quality Score 14
Cost-per-click (CPC) 15
Fees & costs 16
Determining your Budget 16
Robdean Pty Ltd I
robdean.net.auSEO - Search Engine Optimisation Page 3
SEO – Search Engine Optimisation
Most search engines provide two types of results listings in response to the same user
query: organic (SEO) also called ‘natural’ or ‘free’ listings, and paid (SEM) listings (ie:
advertisements).
Google keeps these two types of listings separate, and ads are noted by the phrase
"Sponsored Links" appearing above them.
Most search engines rank the results within each type of listing – in other words, they
determine in what order to show the listings on the results page – according to how relevant
the result is to the user's query, with the most relevant appearing at the top of the page.
Each search engine calculates relevancy in a different way for each type of result
(organic and paid). This is one of the main differences between one search engine and
another, and it's a factor in many users' decisions about which search engine to use.
On Google, although both organic and paid results appear in response to the same user
query, the results are independent of each other. The ranking of an organic search result
has no bearing on the ranking of any ads, and vice versa. This makes it possible for an
advertiser to perform well in the paid listings and have an ample online presence, even if
their site isn't present in the top organic search results.
Robdean Pty Ltd I
robdean.net.auSEO - Search Engine Optimisation Page 4
SEM
SEM
Page
Rank
SEO
SEO Work
Google
Places
SEO
Robdean Pty Ltd I
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What is SEO?
In simple terms, SEO is the task of making a website appear higher in the search results
than similar or competing websites.
There are many search engines and they all use different sets of criteria to establish
rankings, those criteria are all different and highly guarded secrets. However there are
fundamentals that apply to them all that can be used to help increase your website
ranking to greater and lesser degrees across most of the leading search engines.
It is these fundamentals our SEO program would address for the most popular search
engines.
Robdean Pty Ltd I
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A brief SEO overview
The first thing to understand about SEO work is that no-one can guarantee SEO
Rankings. Work is carried out on the basis as to what is commonly understood to help
increase Rankings but many factors influence the effectiveness of that work.
1.No one knows exactly what algorithms each search engine uses to determine rankings
(they are highly guarded secrets) and each search engine responds differently
.2.The work done takes time to permeate through the search engines – it is not immediate
3.Over time the work you do is diluted and needs to be regularly updated and built-on
4.At the same time you are doing work to raise rankings so too is the competition
5.Maintaining a Ranking is easier than increasing your ranking
SEO work is not all encompassing – It is relevant only to the set of key words you select to
represent your company services or products. The SEO work aims to get your website to be
ranked high (based on your nominated key words) in the search results when someone
performs a search incorporating one of your keywords.
That said there are a number of things that can be done that are widely accepted (and
proven) to help improve a sites ranking. In order for these to work certain things must be
in place throughout your site.
Correct setup of Title tags, Heading Tags, Meta tags and Alt Tags throughout the site, which
are strong requirements for any SEO work. These tags must relate to your key words.Title
tags alone are not enough, as the tags must relate to the Headline and text content on
each page of your site. This means the Headlines and text must support the key words
chosen – have correct sentence and grammar structure and be key word rich. (Over use
of key words can result in negative rankings)
There are other strategies that can be applied to a website to help increase it search
engine ranking by keyword. If you are interested in an SEO program we can outline what
needs to be / and can be done, to try and achieve higher rankings in as fast a time as
possible, starting with a keyword review of the areas you want to raise your ranking in.
Given these findings and based on current site content. We can modify Tags and headlines
and text content for each page to strengthen support for key words. Some words may need
pages modified or added to the site and content written for those pages as well as working
content into other pages were appropriate. A review would identify these pages.
(Search engines will rank a “landing page” high and if other pages are found to contain support
copy then the ranking is increased – this is a generalisation, many factors affect ranking weighting)
Robdean Pty Ltd I
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What we do to optimise your site during a
website build
During the development of your website we apply many optimisation techniques.
These include;
1.Title tags – Every page will get a descriptive title tag. Title tags are one of the most
important search engine ranking attributes.
2.Meta description tags will have keywords placed in them – This tag acts as indicator
to a search engine as what the company believes the keywords should be. If the
search engine agrees then these words are ranked high.
3.Images with have alt and title attributes. Images not only look great to a user they also
appear in image search results. Another great source of getting visitors to your site.
Adding alt and title tags to images helps the search engine understand the contents
of the image.
4.Search engine friendly urls – We use full word urls to help enhance the readability of
the website to both humans and search engines.
5.Install Google Analytics - Analytics can help you understand your current visitors and
aspects of where your site can be improved.
If we did not build your site these steps may have to be applied first before any other SEO
work can commence.
Robdean Pty Ltd I
robdean.net.au
Ongoing SEO strategies
This section details some things we can do on a monthly basis to improve the your
website rankings by keyword(s).
1.Monitor and manage technical aspects of the site.
It’s imperative that your site operates correctly. Links that do not work or images that
are not found, not only look bad but cause a search engine to rank a page lower to
ones that work correctly. We will monitor the web site both manually and electronically
to ensure it works correctly and that images and documents can be found. This is an
important check where personnel will be administering their own changes to the site
and may inadvertently create a bad link or a break without realising.
2.Keep the sitemap and robot files up to date.
Search engines can use a sitemap and robot directive files do get some direction on
how to index a site. We will create an initial sitemap and registered this with major
search engines. This sitemap needs to be kept up to date with new content and be
regularly submitted to major search engines for indexing.
3.Monitor and update analytics.
We will review your analytics each month and based on our findings make minor
tweaks to the web site and or tools.
4.Review content and update content.
We will work with you to gain an understanding of the most appropriate keywords for which
you would like the website to rank. We will then review the current website content and
make recommendations for changes that will help enhance the search engine rankings.
5.Keyword performance and Position Checking.
We will regularly monitor the keyword performance and the position of your website.
Based on our findings, we will tweak meta or title tags and from time to time if needed,
recommend content changes.
6.Link backs.
Another popular ranking used by search engines are links from other sites to your
website. We will work on strategies to improve incoming links to your site, which over
time will improve your web site ranking.
7.Create and Monitor directory listings.
We will create a listing for your company in all quality internet business directories.
This includes the creation of icons and images for use where appropriate (eg: Google
Maps). We will then monitor these listings and change when necessary.
8.Monitor and maintain internet Advertising Campaigns.
Advertising campaigns such as Adwords on Google work best when backed by SEO
techniques - we monitor campaigns and provide improvements that help increase
your ranking and get the most out of your SEM advertising dollar.
SEO - Search Engine Optimisation Page 8
Robdean Pty Ltd I
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How much?
All plans are based on a 6 month contract. This is because a lot of upfront work is
required to prepare the SEO process and penetration into search engines is an
accumulative process happening over time.
A 6 month period is recognised within the industry as being the appropriate length of time
required to evaluate any effective penetration.
Your monthly fee is determined by the competiveness of the market you want to compete
in, the readiness of your current website and the ongoing work you want us to undertake.
We will review your site and the market competition then provide you a recommendation
of what strategies you should implement to best achieve your goal along with a quote to
conduct the work based on a monthly service fee arrangement.
Disclaimer
While Robdean has experience in helping websites achieve strong rankings on the
search engines, no-one can guarantee specific rankings as an outcome of an SEO
programme. However, we believe that a correctly formulated strategy can help improve
your site’s ranking given it is applied over a reasonable period of time.
Robdean Pty Ltd I
robdean.net.auSEO - Search Engine Optimisation Page 10
Other options
There are some other projects you could consider that can help you improve your internet
presence and in turn improve your search engine rankings.
1.Consider using blogs.Someone could write a blog, or even have a company blog in
which all managers contribute. This may help improve client communications as well
as search engine rankings.
2.Consider using social media.Social media is the fastest growing internet past time
and also a great way to improve website rankings and client communication.
3.Consider the use of micro sites.Micro sites help improve link backs to the main site
as well as improve your relationship with shareholders. Some example micro sites to
consider are sites dedicated to products or services . Micro sites are also a good way
to track marketing by creating Campaign microsites.
We have used micro sites for our client Oceania University of Medicine.
Main site: www.oceaniamed.org
Microsites: www.NPtoMD.org www.PAtoMD.org www.RNtoMBBS.org
www.internationmalMBBS.org
Correctly implemented and linked to your site these can be powerful tools in increasing
search engine rankings.
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 11
SEM – Search Engine Marketing
Whilst SEO work is slow to raise your Search Engine Ranking with no guarantees, SEM
campaigns such as Google’s Adwords can have instant results raising your SEM ranking
to be within the top few with careful planning and on a small budget.
More importantly your spend can be monitored and evaluated for effectiveness and you
only pay for ads that are proven to direct traffic to your site.
How keywords work within AdWord campaigns
Your keywords are the words or phrases your customers would use when searching for
your product or service. Keywords allow you to target your ads to your desired audience.
For example, if your business sells cameras online, you can use "buy digital camera" as a
keyword in your AdWords campaign. When a Google user enters "buy digital camera" in a
Google search, your ad could appear next to the search results. In addition, your ad can
appear on sites and products in the Google Network that relate to your keyword.
By creating a highly relevant keyword list, you can show your ads to only the most
interested users. This will improve the performance of your ads and help you to maintain
low cost-per-clicks (CPCs).
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 12
There are several elements that make up
each ad

Headline:
The first line of the ad acts as a link to your website. The best headlines
relate directly to the keywords being searched, so try to include one of your keywords
in your headline.
MAX NUMBER OF CHARACTERS INCLUDING SPACES – 25
• Two Lines of Text:Use these two lines to describe the product or service you're
advertising. Since your ad space is limited, try to convey the key details and benefits
of your product or service.
MAX NUMBER OF CHARACTERS INCLUDING SPACES – 35 per line

Display URL:
Shows the URL of the website you're promoting. The point of the
‘Display URL’ is to give users a clear idea of what website they'll be taken to when
they click on the ad.
MAX NUMBER OF CHARACTERS INCLUDING SPACES – 25

Destination URL:
You'll also set a destination URL which will not be visible in your ad.
The destination URL (also called a landing page) is the exact page within your
website which you want to send users directly to from your ad. Choose the page of
your website that is most relevant to the product or service described in your ad.
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 13
Keyword quality
It's essential that your keywords are relevant and high-quality. Overly general keywords
will make it difficult to reach potential customers, and your advertising will probably be
less profitable.
Here are the top three tips to help you improve your keyword quality:
• Choose your keywords carefully. Make sure they're specific and directly relate to
the theme of your ad and the page you are directing your customers to. Keywords
of two or three words tend to work most effectively.
• Include relevant variations of your best keywords, including singular and plural
versions. If applicable, consider using colloquial terms, synonyms, and product or
serial numbers.
• Be specific. Keywords that are too broad or general will not reach users as
effectively as keywords that are highly targeted.
Ad position on the page
Once you've targeted your ad to your ideal audience, the position of your ad on the page
will depend on its Ad Rank. The ad with the highest Ad Rank appears in the first position,
and so on down the page. Ad Rank on search result pages is based on your keyword's
Quality Score and cost-per-click (CPC) bid.
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 14
Ad Quality Score
Quality is the most important factor in determining the amount you'll pay when someone
clicks your keyword-targeted ad. The higher your Quality Score, the less you pay for a
given ad position, and vice versa.
Quality Score basics
Quality Score is a measure of how relevant your ad, keyword, or webpage is. Quality
Scores help ensure that only the most relevant ads appear to users on Google and the
Google Network.
There are several types of Quality Scores that might apply to your campaigns:
1.Keyword Quality Scores (affects when and how your ads show on Google and the
Search Network)
2.Ad Quality Scores (affects when and how your ads show on the Display Network)
A Quality Score is assigned to each of your ads and keywords. It's calculated using a
variety of factors such as these:
• the historical clickthrough rate (CTR) of the particular keyword
• the historical CTR of all the ads and keywords in your account
• the quality of your landing page, the page of your website that your ad links to
• the relevance of the keyword to the ads in its ad group
• other relevance factors
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 15
Cost-per-click (CPC)
CPC bids determine the amount you're willing to pay for each time someone clicks on
your ad when it shows on Google or one of our partner sites.
In general, a higher CPC bid can allow your ad to show at a higher position on the page.
Your bid amount is combined with your Quality Score to determine your ad's position on
the page. Learn more below.
Your actual costs will likely be less than the bids you choose. The AdWords Discounter
works so you usually end up paying less than the CPC amount you set and is in part
determined by your ads quality score.
Daily budget:
The budget you set is entirely up to you. Your daily budget should be the amount you're
comfortable spending on that specific campaign each day. While your costs may end up
being slightly more or less than this amount, your budget sets the maximum for your
average daily spend over a month. You can edit your campaign's daily budget as often as
you like.
The daily budget determines how often your ads show throughout the day. If your daily
budget is low, your ad won't appear every time it is searched for. Google will show ads
within a campaign as often as possible to meet your daily budget. When the budget is
reached, your ads will typically stop showing for that day.
Monthly budget:
This sets the total financial exposure that can’t be exceeded in any one month. The Daily
budget is determined and controlled based on the total monthly budget allocated.
Bids: Cost-per-click (CPC).
CPC bids determine the amount you're willing to pay for each time someone clicks on
your ad when it shows on Google (or one of their partner sites).
In general, a higher CPC bid can allow your ad to show at a higher position on the page.
Your bid amount is combined with your Quality Score to determine your ad's position on
the page.
Your actual costs will likely be less than the bids you choose. The AdWords Discounter
works so you usually end up paying less than the CPC amount you set and is in part
determined by your ads quality score.
Robdean Pty Ltd I
robdean.net.au
SEM - Search Engine Marketing
Page 16
Fees & costs
AdWords doesn't have a minimum spending requirement - just a one-time activation fee.
Beyond that one-time fee, the amount you pay for AdWords is up to you.
You control your costs in several ways:
• Daily budget
• Bids
• Ad quality
Determining your Budget
As a guide you are looking at a range of $5 - $20 per day for advertising. This charge is
very dependent on landing page quality so if we spruce up the copy on the landing
pages it will save money. It is also dependent on ad text so for best pricing we would
recommend at least 6-7 different ads (1 for each main keyword combination).
Investigating the keywords and based on Google recommendations we would suggest a
monthly budget. Typical budgets are around $400 - $600 per month –
Made up of monthly advertising costs + monthly administration and management fees for
an initial period of 6 months.
There is also a one-off charge for developing the ads and setting up the campaign.
Ads and budgets can be modified at any time during a campaign.
Bi-monthly we will review results, submit reports and suggest adjustments to Ads if
required in order to improve performance and recommend budget variations based on
actual results if any are deemed as being beneficial to the overall campaign effectiveness
against desired outcomes.
SEO v’s SEM
Rd
Rd
Robdean.net.au
9336 2220
I
0418 326 714
Call Rob or visit the website for more information.