Google uses both paid and organic search. Paid search (pay-per-click or PPC) allows advertisers to bid on keywords, with ads appearing above or next to organic search results. Advertisers only pay when users click ads. Organic search (search engine optimization or SEO) involves optimizing websites to be found naturally through keyword research, content updates, and link building. SEO takes longer but rankings can last for years. Both require identifying keywords, writing targeted content, and optimizing landing pages.

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How Google works

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Google is…

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10. Paid Search = PPC = SEM
Organic Search = FREE = SEO
HOW
WORKS

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• Search Engine Optimisation
• It’s the process of coding your
website in a way that allows Google
to find the page and list it in a search
result
• Also called “organic” or “natural”
• Can take up to 6 – 9 months for a
brand new domain to rank (a big
waste for a microsite)
• Once achieved, organic rankings can
last for years (not months)
• SEO is not a guarantee since search
engines rules change frequently,
rankings can fluctuate

12. What’s involved in SEO?
Typically three key phases to doing good SEO work:
Update content on a website
Ensure that it contains keywords and is ‘marked up’ (ie designated as
headings, paragraphs, etc.)
1 Improve coding & information architecture
Make the site accessible to search engines (so the text content
can be ‘seen’
2 Building of links from external websites
Increasing the ‘importance’ of the site by obtaining links (which
Function like votes) from other pages3

13. 1
Update Content On A Website
• Keywords and relative content
• Images (accurately named)
• Unique Content
Google prides itself on delivering accurate,
fresh and relevant content to searchers.
Google notices and indexes brand new or
newly changed text on your web site rapidly

14. 2
Improving Coding & Information Architecture
• Keywords
• Headings
• Paragraph Headings
• Tags
• Meta Tags
• Title Tags

15. 3
Building Links
• Trusted reciprocal links
• Google+
• Google Authorship

16. • Google+ is a social platform that
allows users to follow and engage
their passions and interests.
• Use post content to the public or to
their circles and can choose to
belong to communities of interest.
• Great searchable content.
• Rapidly on the increase.
• Huge in the US.
Google +

17. • Search Engine Marking
• It’s the process of buying
keywords through Google
AdWords and list it in a search
result
• Advertisers only pay when a
customer “clicks” on the ad
• Complex algorithm – you can’t
just buy your way to the top
(varies from a few cents per click
up to $20ish for words like
“medical”)
• Google prioritises great content
and great landing pages

19. SEM- SEARCH ENGINE MARKETING

20. Keyword List Creation
Develop list of search terms
based on campaign goals.
Don’t overlap with other
campaigns
Targeted Messaging
Write tailored, relevant and
compelling ad copy
Landing Page Optimisation
Identify, create and optimise the
ideal landing page for each ad
1
2
3
Microsoft office suite
office software
Microsoft office word
Microsoft office student
standard edition ms office
PPC- (Pay Per Click): How does it works?

21. Keyword List Creation
Develop list of search terms
based on campaign goals.
Don’t overlap with other
campaigns
Targeted Messaging
Write tailored, relevant and
compelling ad copy
Landing Page Optimisation
Identify, create and optimise
the ideal landing page for each
ad
1
2
3
Microsoft Office
Low prices on Microsoft Office
Fast Delivery. Buy Now & Save!
www.ht.com.au
PPC- (Pay Per Click): How does it works?

22. Keyword List Creation
Develop list of search terms based
on campaign goals. Don’t overlap
with other campaigns
Targeted Messaging
Write tailored, relevant and
compelling ad copy
Landing Page Optimisation
Identify, create and optimise the
ideal landing page for each ad
1
2
3
PPC- (Pay Per Click): How does it works?

24. Sources: https://adwords.google.com.au/select/KeywordToolExternal & https://adwords.google.com/select/TrafficEstimatorSandbox
PAID SEARCH STRUCTURE

25. (for greatest reach) digital camera – display
ads for this phrase, plurals and related words
(more targeted audience) “digital camera” –
display ads for this phrase plus other words,
e.g. “digital camera Australia” but not plurals or
reverse forms. Doesn’t include any other words
within phrase.
(most targeted audience) [digital camera] –
display ads for this phrase only
(exclude irrelevant search queries) cheap –
doesn’t display ad for search key phrases
which contain this word
Broad Match
Match types examples
Phrase Match
Broad Match
Negative Match

26. Don’t forget about the long tail!
Longtail Approach

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We read in an F Shape

28. Autocomplete

29. Google gives you the answers

30. • I’m logged in
• Google knows its
me
• My search results
are different to
others

31. Incognito Mode

32. Google NOW

33. Google Play (Distribution Centre & Shop)

34. Google Wallet

36. Project Loon

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In Summary
• Put the customer at the centre of the journey
• Think of Google as a friend
• Follow @mattcutts

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Questions
Valentina Borbone
Client Relationship Director
E: valentina.borbone@zuni.com.au
P: 02 9516 5480
T: valentina1975
L: au.linkedin.com/in/valentinaborbone/