SEO and Paid Search Strategy Example

I've just finished marking the Farm Girl SEO / Paid Search Strats - for the most part you guys have come a long way and have the start of some potentially successful SEO strategies. I will be handing back your assignments with feedback on Monday, but in the meantime here's an example of how to do it in the future (e.g. Concierge Project and SEM Project).

Keyword Profitability & Ad Groups >> It's 2 spreadsheets - one for profitability and one for ad groups (notice how these two feed into each other? The other part is the estimated bid price which will play into the budget.

SEO Recommendations >> Notice that Page Title is close to 72 characters (not letters) long? That's the optimal number to strive for. The keywords I added are highlighted in aqua. I've also put outbound / inbound links in as well.

SEM (Paid Search) Strategy >> I only did one, but you should offer 3 variations at a minimum. The sheet was set up for 9 ads (3 for each of the 3 ad groups). Take note of how the budget was developed - it used the forecast PPC amounts from the keyword tool.




This Google SEO workbook will be a lot of help for you guys when it comes to your SEM projects and your certification. Take a look >>

The Paid Search Step-by-Step guide you guys used to generate your starter SEM strategies is here for your reference >>

Keyword Selection, Profitability, Density and Optimization

Lab Tasks

1. Watch video 1 & 2 above.
2. Use this for terminology if you need help https://support.google.com/adwords/answer/3114286
3. Review these tips for using and selecting negative keywords https://support.google.com/adwords/certification/answer/2596582?hl=en&ref_topic=2799737
4. Open and get to know this Google Keyword Planner. Select and determine the profitability for the best keywords for (homepage only):
   1. Farm Girl Food
   2. Dominoes Pizza Canada
5. Once you have 5-20 keywords chosen based on profitability - chose Farm Girl or Dominoes:
   1. re-write content for her page
   2. write the meta tags and page title

Tips

• 5-20 keywords is ideal
• A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers. 
• Keyword Profitability Score = low competition + high number of searches.

Homework Quickies

Due Monday, September 16:

1. Case - Farm Girl Food website
   
   1.Do a quick review / audit of http://www.farmgirlfood.ca/ for SEO (homepage only)
   2.Look at page titles, homepage content, meta, alt, keyword density, anchor text, links, headings, etc (see my slides for hints on this, don't forget to right click and view source)
   3.Make organic SEO recommendations based on what you find
   4.These will be discussed in class on Monday
   
   
2. Web Search & Site Optimal User (MCOM43 only)

• Take a picture or scan your user infographics from lecture 1
• One team member create a blogpost about it. Embed the picture and very briefly explain it.
• Tweet it to @lindseyfair and #imcslc

Lastly, don't forget to bring your laptops on Monday.