What is SEO?

Search Engine Optimisation (SEO) is the way you structure your website and your content so that it can be found and indexed by search engines like Google. When you optimise your website for search engines, it makes your site visible to search engines and therefore to the users.

Why is SEO important?

Studies show that 95% of NZ adult Internet users research goods and services online before making a purchase. This means that even though people might see your offline advertising offline or a sign they are highly likely to jump online to search for the products or services.

It's also well known that most users only browse through the first page and if they don't find answers to their query, they will click through to the second page but very few go past the second page. So if your website is not listed in the first couple of pages, chances are no one can find you. Instead, the users will probably find your competitors. Therefore, being seen on the first page of the search results should be one of your priorities when promoting your website.

To get your website ranking highly on Google, it pays to understand how Google actually works.

> Read our article on how Google works

We are often asked this question not long after a new website has gone live. To answer this question we first of all need to explain how Google works…

Google employs some of the world’s greatest minds to continually develop the complex ranking process which ensures that the top results of a user's search are of the highest relevance and quality.

This is of course what makes Google the world’s most popular search engine.

Understanding how Google works

Google is constantly looking for new websites and updated content on the Internet using automated programs known as 'spiders' or 'robots'.

These robots use links between websites to travel around the internet and find new websites. If your website is not linked to the rest of the web, the robots will not be able to access it. And Google will not be able to find it.

When Google finds a new web page, it will analyse the content, known as 'crawling' the content. It will then transport the information back to the Google data centre, where Google stores it, known as 'caching'.

Once Google has a copy of your website in its index, it will send out the robots to check for new content on a continual basis. If the robots find new or updated content Google will add it to its index. The period between visits will vary from site to site, but the robots are intelligent and they will not waste their time visiting websites regularly if the content does not change regularly.

Relevancy

Once Google knows about your website, it then needs to calculate the 'relevancy' of each page to a user's search term. So when a user performs a search with Google, Google calculates the relevancy of search term to the web page. If the search term is not relevant, or the search term does not match the content of the web page, Google will not list the page in the results.

Google also uses geographic location to help match a website to a user's search query. Google will try to serve web pages that match the users geographic location.

Quality

Relevancy is just part of the equation. Remember there are likely to be hundreds, thousands or millions of other websites that are 'relevant' to a user's search query. And only a few spots on the front page of the search results. Therefore, the next thing Google does is calculate the 'quality'. This allows Google to position the web pages that are most relevant and of the highest quality at the top of the results page. This is of course what makes Google the world’s most popular search engine.

Calculating the relevancy and quality

Google uses a very complex 'formula' or 'algorithm' to calculate the relevancy and the quality of a web page to a user's search query.

This formula uses many factors to help calculate the relevancy and quality of a web page, including and not limited to:

• Keywords found in the content of the page
• The headings
• Links on the page
• Hidden Meta data found in the code of the page
• External links that link to the page

Google awards ranking for a page based on how often the keywords appear, how prominent they are on the page and the location of the keywords on the page.

Therefore, the more focused you are on a certain topic, the better you will rank, as Google will believe that you are an expert on the topic.

Let’s use an example

Let’s say you have a website focused on photography services in Wellington. Let's say a user performs a search using “photography wellington”. Google, at the time this article was written, lists 411,000 web pages that match this search term. That is 411,000 different websites that are relevant to this search term.

Google has a tough job to order this list to ensure the websites at the top are the most relevant and of the highest quality.

The top listings are websites of photographers based in Wellington. If we look further down the list we will see websites with less relevant content, for example photography equipment suppliers, etc..

Now we know how Google works...lets apply this knowledge to our website...

Does Google know about my website?

Now that we have a greater understanding for how the search engines work, we can turn our attention to finding our website on Google.

The quickest way to find out is to perform a 'site' search. You can do this by entering Site: [your website address] into Google as shown below:

If your website has been listed you will see a list of all the pages of your website that Google has stored in its cache.
Next you can find out which search terms your website is ranking for. The easiest way to do this is to check your Search keywords, traffic report. If you are a Zeald client, you will be able to find this report in the admin of your website under the "Reports" tab.

If other people have found their way to your website via these search terms, chances are your website is ranking well for them. Try a Google search using the search terms to see where your website is currently positioned.

What if my website is not listed?

If your website is not listed with Google, your search for the site will result in something like this:


This means that Google has not discovered your website yet, or has not completed the content crawling and storage process.

Tell Google about my new website

You need to ensure that Google knows about your website or connect your website to the rest of the internet so Google robots can find your website. You can do this by submitting your site to Google and/or generating inbound links to your website.

But I have already submitted a sitemap?

Once you have submitted your sitemap, there is usually a delay before which you can find your website on Google. This is because the robots still have to find their way to your website and complete the process, which can sometimes take up to 3 months. Unfortunately you can't rush Google but there are things you can do to speed up the process.

How do I speed up the process?

There are a few things that you can do to ensure that your website is found and the content crawled as soon as possible:

1. You need to ensure that you have submitted your website
2. Or that you have some inbound links to create a pathway for the robots to be able to access your website
3. To get your website instantly to the top of Google for targeted search terms, use Google’s advertising program, called Adwords.

How do I get my website to the top of the Google results for a keyword of my choice?

There are various techniques you can do to improve a web site's ranking in Google's organic search results for chosen or targeted keyword phrases. This process is known as Search Engine Optimisation (SEO) and is a large topic that requires another article.

>Stay tuned for our next article on how to optimise your website

Or... you can get your website to the top of Google for targeted search terms using Google’s advertising program, called Adwords. By setting up Google Adwords you can create a listing and choose search terms that will trigger your listing or advertisement. The good thing about Google Adwords is that you don’t pay unless someone actually clicks on your ad and visits your website.

You might pay as little as 5c per click, especially if it is your own business name, which will be less competitive.

>Learn more about Google Adwords

>Learn more about Search engine advertising

Last month, we went over the importance of identifying the right keyword phrases for your website and how you can do it yourself. Now that you have gone through and identified them, you can use these phrases to create a pay per click (PPC) campaign with Google Adwords. Why do you need to bother with Google Adwords? Have a read of our post on why Adwords is a great cost-effective way to promote your website.

So how does Google Adwords work?

When you did the keyword analysis, you would have ended up a whole bunch of keyword phrases which are part of keyword segment groups (i.e., the keywords within each segment group share a common theme. So for Giveaduck, one segment would be 'bath toys', with a number of phrases associated with it like 'baby bath toy', 'water toy' etc.) For each of these segments you will create an Adgroup. And for each Adgroup, you will create an advert that Google will display when a user searches for any of the keywords within that keyword segment. If a user clicks on your ad, you will pay Google an amount that you setup.

The structure of a Google Adwords account

The structure of Google Adwords is made up a campaign (which could be area specific like NZ or Aus). Under each campaign, you have an Adgroup (which is the keyword segment) and you will create an ad for each Adgroup which will use the keyword phrases under that particular segment.

How does Google position your ads?

Google calculates your position in the paid search results based on the number of other companies competing on your target search phrases. So if there are no competitors, you will pay the minimum cost of 5c per click and be at the top of the page. However, it is unlikely (and very lucky) that you will have zero competition. So when there are other companies competing for the same phrases, Google calculates your ad position based on an equation which is determined using maximum cost per click (CPC) and the relevancy of your ad and the landing page compared to the keywords.

Make your ads and landing pages relevant to your keywords

If there is one thing that you should always keep in mind when setting up a Google Adwords campaign is RELEVANCY. It is very important that you make your ad and landing page highly relevant to your keywords. This is why we go through so much trouble to segment our keywords. For example for Give a duck we determined a segment “Bath toy” which contains many phrases centered around the theme “bath toys”, such as "baby bath", "bath for baby", "bath toy", "water toys", "bath for kids", etc. So with this in mind we would create an ad using these keywords and we would also make sure that these search phrases were incorporated into our landing page so it all ties in togethere and makes sense for the user.

Create new campaign

Before you create a campaign you'll need to sign up to Google Adwords account - simply follow the directions supplied by Google.

You should create campaigns to target customers who browse the Internet:

• from a specific geographic area
• using a specific language
• with a certain type of device, i.e., only mobile phones
• using different networks, i.e., Google search or display network information sites using Google Adsense programme

Setup different campaigns if you are targeting different geographic locations. For example, we might decide to sell rubber ducks to New Zealand and also Australia. We would create a separate campaign for each country and label them 'Rubber duck nz' and 'Rubber duck Aus'. We can also create a campaigns specific to regions within a country i.e., Auckland and Wellington. For example a photographer in Wellington, will target Wellington only.

A few steps to help you set up your campaign on Google Adwords:

1. Name your campaign
2. Select the relevant location. This can be either entire country, a city or a radius from a certain point or an arbitrary shape that you can draw on the map.
3. Select the language
4. Choose the device type (we recommend starting with all devices)
5. Choose a network (we recommend just the search network to begin with. You can always setup a new campaign to target the display network.)
6. Select your bidding option (we recommend starting out with automatic bidding to maximise clicks)
7. Set your budget, which is the amount of dollars you want to spend per day. This means that if you have a budget of $200 per month you would divide by 30 to give you about $7 per day. We recommend that you start with at least $200 per month, but a maximum of $500 to a $1000 per month. Of course your budget will depend on your marketing budget and how much you would like to dedicate to your website. The number of clicks that you will receive for your daily budget will depend on how competitive your industry is. So how many other people are competing for your same keywords and how much budget they are allocating towards it, which is known a 'bidding' for the keywords. The number of clicks will also depend on how relevant and compelling your ads are to your target keywords and your landing page. We think that $200 is a great start and it will give you a good idea as to your return on investment. This budget per day means that if you receive $7 worth of clicks for the day, Google will hide your ads and not show them again until the next day. If you do not receive $7 worth of clicks then you will save the money.
8. Don't worry about advanced settings
9. Click next

Setup Adgroup

Before we go over how to set up an Adgroup on Google Adwords, we have a few tips below on how to write a good ad:

1. Use your most popular search phrases in your ads, especially the title of the ad. Meaning for every keyword segment you have identified in the keyword analysis, you'll have a list of keywords and you need to pick the ones with the highest search volume and high relevancy. Choosing these phrases means that your ad will be relevant and cost you less to get to the top. Google will also bold the keywords in the ad to highlight them to a user. This will make them more attractive to the user.
2. Check out what local competitors are doing and also look at what what might be working globally i.e., try a google.co.uk search for the same keyword phrases and see what the ads look like.
3. Convey your unique selling proposition (USP) in your ads. For example, “money to charity”, “Largest range”, "Good price", etc. are all good USPs.
4. Add a call to action and it's always great to create a bit of urgency i.e., "Buy Now", "Don't miss out", etc.
5. Add a compelling offer. For example, "Free delivery", "Mothers day sale", "Half price", etc.
6. Think about qualifying your customer. For example if we only sell rubber ducks, we don't want to incur the cost of people clicking on our ad if they are not interested in rubber ducks. So whatever segment you are creating an ad for, you need to make up an ad that compels clicks that result in buying your products or services.
7. Include prices if possible - again this is a great way to make sure that people that click on your ad are actually willing to pay the price. It's also a great way to convey discounts.
8. Split test multiple ads. This means for each Adgroup, create at least two ads with one or two elements that are different so you can find out what's working better. So you can choose to change the headline to see if that makes a difference or you can choose to change the offer in the ad to see what's perceived as more important. It will also allow you to test which ad clicks actually result in sales.
9. Avoid using competitor brand names

Steps for setting up an Adgroup

1. Choose a keyword segment for your first Adgroup. We have decided to start with the segment “bath toys”.
2. Review the top most popular search phrases to work out the keywords that you should use in your ad. Our top phrases include: "bath for baby", "bath toy", "water toys", "bath for kids", "bath toys", "toys bath". We would use phrase “bath toy for baby” in our ad which includes most of the words from all our top phrases, especially the headline.
3. Write your headline
4. Write each description line
5. Set your display URL. Again use your target keywords or phrases that help to qualify the user. For example we used www.giveaduck.org/RubberDuck. Note this does not need to be the actual URL. It is there to give the user an idea of where they are going to be taken. It must incorporate your domain i.e., giveaduck.org
6. Set your description URL. Find the most suitable landing page that the visitor is taken to when they click on your ad. Make it specific to your ad, make it relevant and ensure that it uses the target search phrases. Avoid sending people to your generic homepage.
7. Copy and paste all the keywords associated with the chosen segment from your research, into the keywords field.
8. Save your ad. Once you have set this up, the ad will be sent to a real person at Google to authorise the ad who will make sure that it fits their ad guideline.

Split test your ad

It is very important that you split test your ad. This means just changing one or two aspects of a Ad group to test out what's working better. It will allow you to test which offer is perceived as being more attractive and which ad click actually converts into a sale. But remember not to set up more two ads at a time for each Adgroup, unless you have many 1,000s of people visiting your site.

Steps to create a split test

1. Create a new ad under the campaign. You can do this once you have saved your ad, you can click to add a new ad under the campaign.
2. Avoid making too many changes to the ad - just change either the headline, or your offer or your USP.
3. In our case, we want test out our offer vs. the USP. So we are trialing out to see if users are more motivated to click an ad because of charity or because of free delivery.

Note that Google will start monitor your split tests and if one them if really under performing, it will cease to run that ad so as to make sure that your click rate is high.

Billing

We recommend that you use the Postpay billing option to ensure that your ads are running smoothly. Often a prepaid balance will run out and your ads will dry-up, meaning once your prepaid balance is out, you will have no click throughs. This means that you will start to lose traffic and more importantly you will lose important test data. It makes it difficult to test and tune your ads and your landing pages if you have big holes in your reports.

Postpay billing option doesn't have to be a scary option because you will have set your budget before hand anyway so there is not way Google will let your spend go over your budget and if you decide that you don't want to spend anymore money on Adwords, you can go in and cancel anytime you like.

Going Live

Your ads will not go live straight away because Google will need to review the ads to make sure that they pass their criteria. This will usually take around a day or so before your ad can go live.

Set up the next Adgroup

Follow the same steps to setup ads for the rest of your keyword segments from your keyword research.

We've tried to make this process as simple as possible but if you're finding that this is too complex or it is taking too much of your time, you can fast track it and get us to help you with it instead. Contact us to find out more.