If you want to be a search engine marketer, the first step is learning the basic terms and strategies. This video will provide advice on how to get started with marketing on Google.
If you want more details on how to set up an AdWords campaign, take a look at this article: resources.spyfu.com/tutorial-start-adwords-campaign-scratch/
Hi, my name is Patrick and I’m from SpyFu.com
This video is a 101 course on internet marketing. I’ll be covering the most basic terms you might hear like SEO, PPC, Adwords etcetera, as well as how people generally do internet marketing to help their website get noticed online. At the end of the video I’ll explain how SpyFu.com helps people start online campaigns, but I promise you that this whole video isn’t leading up to a sales pitch, legitimately I’m going to cover the basics of how to start marketing online.
Let’s get started!
Some terms you’re going to hear in this video and almost every other tutorial online will be SEO, PPC, SEM and The SERP.
With every Google search, a visitor gets a results page. Sometimes you’ll hear this referred to as a SERP, or search engine results page. How websites show up on the SERP is where SEO and PPC come in.
SEO stands for “Search Engine Optimization”. In a nutshell, if you were to go online, type in a Keyword (a keyword being any word or phrase that is typed into the search bar) you’re going to see two different types of results.
The ones here are organic results (sometimes called natural results) because these websites didn’t pay google to show up. Every time you hear the phrase “SEO,” it’s referring to these results and the steps that site owners take to get here. Generally the ones that are in the top spot worked hard to get there and stay there. And their Search Engine Optimization efforts are paying off.
I’ll go more into what people do in order to show up organically on google in a little bit, but I want to show you the other results that appear.
PPC, or “Pay Per Click” ads. They’re generally on the top and/or to the side of the SEO results. These domains paid google to be here, odds are they’re continuing to pay google every month to show up. They also pay Google any time someone clicks this ad, even if the visitor never buys a thing from their site
When someone clicks on an Organic result, the company doesn’t pay anything.
Now if you’re new to this you might be scratching your head a little. People generally click on organic results and often times ignore the ads all together. So if more people click on organic results, and if it costs money to even show up on a keyword on the PPC side, and MORE money if someone actually clicks on it, why do PPC at all??
That’s a good question. And there are several reasons why to do PPC.
SEO is generally a lot of work. It’s often times difficult to get on the top few spots where most people click. You’ll often times find yourself on the 3rd or 4th page on a keyword like this. If it’s a more competitive keyword, let’s say “DUI Lawyer” you’ll be lucky if you’ll get on the 10th page through SEO alone.
And no one visits the 10th page when searching for something.
In PPC you just throw some money at google and BAM! Front page. Okay, not always, and even if you do make it to the front page you aren’t necessarily going to be in the top spots, but it’s a lot easier than doing tons of SEO work with sometimes little to no payoff. Sure, it costs money, but when you buy the right keywords and write an ad that’s eye catching the amount of clicks and eventual sales you get, might be worth the cost.
There’s another term that you’ll probably hear, and that’s SEM which stands for Search Engine Marketing. People tend to use this in two different ways, sometimes as a blanket term that covers both SEO and PPC. But people also use it interchangeably with PPC only. So sometimes you’ll hear someone say they work in SEM and SEO. I know, it’s weird and confusing, but when you talk to people or look at a tutorial and they reference SEM — just make sure you know what they’re talking about.
I’ve personally stopped using the term altogether because it messes me up.
Okay, now you have the basic terms down. SEO or Organic. PPC or Paid. Let’s go over how people actually DO this stuff. How do they get noticed online? Where do you even start??
Let’s start with setting up a PPC campaign. Go to Adwords.Google.com to get started. A quick note about AdWords is they update this site all the time, so it might not look like it does right here. But they also are pretty kind to new users, Google produces tutorials and help menus along the way.
You’ll need an e-mail address and a URL from your website that you want to start the campaign for.
They’ll guide you through setting up your first campaign including, what budget works for you, what locations you want to advertise in, where you want your ads to show, the keywords you want to use, and your bidding strategy. Finally you can write an actual ad that you want to run for this.
If this seems a little intimidating don’t worry, while the budget and bidding strategy is up to you, SpyFu can help with the different keywords and ad copy that might work for your business. I’ll go more into that later in the video. If it’s the budget part that’s intimidating, you can actually start with a very small number for your budget like 2 cents and then increase it when you’re more comfortable.
Next, add in your billing info and you’ll be all set!
You can always build your ad campaigns to include different websites with different keywords and multiple ad groups (which are basically like a an organizational umbrella for your ads.)
That’s just the starting point for working with Ads on Google, get your Adwords account set up, run a few ads with the keywords you’re wanting to target, and get out there on google. Adwords will help you set up these ads every step along the way.
Now I want to move on to SEO, how in the world do you get your site to rank organically on keywords. This is a little less straight forward.
It deals with a lot of smart content creation. And by that I mean blogs, articles, and even videos with solid transcriptions. When you write an article about a product you sell or a service you provide be sure to include specific keywords in it to help boost your rank on those keywords. And then reach out to other sites, forums, and social networks and pass the content along. The more sites and individuals who post the link to your article the stronger it becomes.
Generally if the content is helpful and focused, you’re going to gain at least a few clicks and links. But creating this kind of content usually takes time and patience. You can’t stop at one article and think, “This one will make me millions.” You will be quickly discouraged if no one shares it. You need to post dozens, hundreds of pieces of content before you can become noticed, to increase that trickle of human traffic into a steady stream.
You want to create relationships and link to other people’s work on your site. Building these bonds can increase your relevance and gain your fanbase. Again, it’s a trickier game than the relatively straight forward world of PPC, but once you start seeing your pages climb the ranks of google, that “free” traffic that you’re getting makes it all worth it.
Even though you know the basics right now, you might be wondering, “Where should I begin?? More SEO? More PPC? Which one should I start with?”
A quick suggestion – spend some money on PPC to start off with. Use your AdWords account to identify the keywords that get you the most clicks and conversions. And then start your SEO campaign using those same keywords — because you already know they work for you. Once your SEO content begins to gain more clicks and better ranks, pull back your PPC spending on those keywords.
You can also directly send ads to the people who visit your Organic content. So if someone reads an article on your site, you can basically follow them around the internet and show them your ads. For example, when I went to the roomba.com site, every other site I went to had roomba a roomba ad on it for the next month and a half. They may have overdone it, considering I felt like I was being chased by robot vacuums across the whole internet. But you have the option scale it back to one or two ads a week, reminding people who have already been to your site, to come back and check out again. after watching this video, you might see a couple of ours.
That is probably the most boiled down version of SEO and PPC that I can give, the very basics of getting started. If either of these avenues look appealing to you I encourage you to look up other tutorials for specifics on what makes a good article and what some strong PPC strategies are for beginners. Google has a pretty good starter guide, it includes how to submit things like site maps to them so you’re being properly crawled, as well as other more detailed ways to start a campaign with them, I’ll include the link in the description below.
If this still seems a little overwhelming, here at SpyFu we help beginners as well as professionals improve their online presence with our core philosophy. Your competitors have already done the hard part for you, take inspiration from them, or just straight up copy their methods.
When you go to SpyFu, you can type in the domain of a competitor of yours, someone you know is already ranking on or buying keywords. We’ll show you all the keywords their ranking on organically and all the keywords their buying. We know exactly what their ads look like and which ones are their personal favorites… meaning those ads have probably made them money.
You can use these keywords and ads as a base for your first PPC campaign, and evolve it along-side your competition.
We also link to the different blog articles that help your competition rank on the keywords that you want. And the people THEY reached out to to get links back to them, those same people will probably link back to your site as well.
Basically we try and eliminate the painfully tedious learning curve, by giving you the secret formula of someone who is already successful. It’s like intrigue of being an undercover spy mixed with the awesomeness of kung fu.
Ehhhh???!! Get it?!! *sigh*
Again, this isn’t a sales pitch. You can go to SpyFu right now for free, and type in a domain or a keyword to get started. No special account needed or anything. We do have a paid subscription, but we give a lot of data away for free so you can be sure it’s right for you.
We’ve created tons of blogs and videos that explain exactly how to use SpyFu to easily start a PPC or SEO campaign, and then eventually how to maximize its potential. Even how to onboard clients if you’re hoping to build an agency. If you do buy a membership with us, you’ll get a ton more info, we’ve been collecting this data since 2006 and have never thrown anything away.
The internet is a vast landscape and there are many tricks to getting noticed online, hopefully this gives you the very basics of what SEO and PPC are and how to get started marketing online.
As always, thanks for watching.