Ten Leading Pay Per Click And Natural Search Engine
Optimization Strategies and Tactics
PRSA Gulfstream Meeting@michaelgustman
Michael @TenGoldenRules.com561-620-9121
Agenda
1. PPC Strategies and Tactics2. SEO Strategies and Tactics3. Advanced Strategies, Tips and Tools
Sponsored Links ‘PPC’
Search Engine Marketing
Free Search “PR”‘Natural’ or ‘Organic’
‘I know half of my Advertising is wasted… I just don’t know which half’
John Wanamaker
With Pay Per Click You Can Measure ROI…to the penny
Pay Per ClickSponsored Link
Position #2
Pay Per Click – Measure the Cost Per Click and Cost Per Lead (Conversion) to the Penny
How to get started with Pay Per Click
Step 1 – Set Up Campaignhttp://adwords.google.com
Step 1 – Set Up Ad Groups
Step 1 - Set Daily Budget!Set CPC on AdWords and Content
Step 2 – Select Keywords
• Brainstorm, Site search, Analytics, SpyFu
Step 2 – Write Ad Copy
Test 3-4 Ads
Step 3 – Set up Conversion Tracking
Step 3 – Test Landing PagesLanding Page Performance + 44%
Step 4 - Test TacticsLocal, Checkout & Phone Numbers
Step 5 - Rinse and RepeatSales Funnel Testing, Analysis
Ten Leading Search Marketing Strategies and Tactics1-5 = Pay Per Click
1.Set up Campaign, Ad Groups, Daily Budget!2.Select Keywords and write Ad Copy (test 3-
4 ads at a time)3.Set up Conversion Tracking and test
landing pages4.Keyword insertion, Phone Number Trick,
Google Checkout5.Analyze, Test, Rinse and Repeat
The Ten Leading Natural Search Engine Optimization Strategies and Tactics
“Read Your Prospects’ Minds”
Natural Search Engine Optimization# 1 – Do Your Research
Key Website Measures
• SEOQuake.com– Free Toolbar
• Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links
• Google Page Rank http://toolbar.google.com
– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more heavily – Relevant pages weigh more heavily
Free Golden Tool
Alexa Rank #2
Alexa Rank 192,423
Google Page Rank 5/10
SEMRush finds 199
results on the first two pages
of Google
# 2 – Website Build BasicsGoogle Can’t Read Flash (very well)
# 2 – Add Meta Tags to Your Site (View > Source)
# 2 – Website Build Basics
• No Flash Websites• HTML with Flash or Animation is OK• Site Map Link• Clean Links for Spiders to Follow• Meta Tags
# 3 – Content is King5,050 Pages Indexed “Read” by Google
Target 250-1000 words on each page on your website
# 4 – Keyword Research
# 5 – Build Links TO your Website
Links from Clients and Vendors
Links from Associations and Organizations
Links from Priority Paid Directories
Links from Free Directories
Online Press Releases
Blogs
Article Syndication
Web 2.0 Links
The Ten Leading Natural Search Engine Optimization Strategies and Tactics
1. Do your Research2. Website Build Basics 3. Content is King4. Keyword Research5. Build Links to Your Site
• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Search, Landing Pages,
Affiliate Management, Blogs, Optimized PR
What is TenGoldenRules.com?