SEO and SEM notes

To prepare for your SEO (Search Engine Optimization) and SEM (Search Engine
Marketing) exam, you should focus on understanding the key concepts, tools,
and strategies used in both areas. Here's a structured approach to help you
prepare:

SEO (Search Engine Optimization)

1. Understanding SEO: Learn about the importance of SEO in digital marketing
and how it helps in improving the visibility of a website in search engine results
pages (SERPs).

2. Keyword Research: Understand how to conduct keyword research to find

terms that are relevant to your content and have a high search volume.

3. On-Page SEO: Learn about optimizing individual web pages to rank higher
and earn more relevant traffic. This includes optimizing title tags, meta
descriptions, headers, and content for targeted keywords.

4. Off-Page SEO: Understand the importance of building backlinks from other

websites to improve the site's authority and rankings.

5. Technical SEO: Learn about optimizing the website's infrastructure, such as

site speed, mobile-friendliness, indexing, and crawlability.

6. Local SEO: Understand how to optimize your website for local search results,
which is crucial for businesses that serve a specific geographic area.

7. SEO Tools: Get familiar with various SEO tools like Google Analytics, Google
Search Console, SEMrush, Ahrefs, and Moz for tracking and analyzing website
performance.

SEM (Search Engine Marketing)

1. Understanding SEM: Learn about the use of paid advertising to increase
visibility on search engines. SEM is often referred to as pay-per-click (PPC)
advertising.
2. Keyword Research for PPC: Understand how to select the right keywords for
your PPC campaigns based on search volume, competition, and relevance.

3. Creating Ad Campaigns: Learn how to set up and structure ad campaigns in

platforms like Google Ads, including choosing the right campaign type, ad
groups, and targeting options.

4. Writing Effective Ad Copy: Understand the principles of writing compelling ad

copy that encourages users to click on your ads.

5. Bid Management: Learn about bidding strategies to optimize the cost-per-click

(CPC) and improve the return on investment (ROI) of your campaigns.

6. Quality Score: Understand the importance of Quality Score in Google Ads and
how it affects your ad's performance and cost.

7. Conversion Tracking: Learn how to set up conversion tracking to measure the

effectiveness of your SEM campaigns and make data-driven decisions.

8. SEM Tools: Get familiar with SEM tools like Google Ads Keyword Planner,
Google Ads Editor, and other third-party tools for managing and optimizing
campaigns.

SEO (Search Engine Optimization) is the practice of optimizing a

website to improve its visibility and ranking in search engine results pages
(SERPs). The goal is to increase organic (non-paid) traffic to the site.

Google works by crawling and indexing web pages, then ranking them based on
various factors to determine their relevance and authority for a given search
query.

Some of Google's ranking factors include:

- Relevance: How well the content matches the searcher's query.

- Quality: The value and uniqueness of the content.
- User Experience: The usability and accessibility of the website.
- Backlinks: The number and quality of external sites linking to the page.
- Mobile-friendliness: How well the site performs on mobile devices.
- Page Speed: How quickly the page loads for users.

Ad extensions are additional pieces of information that can be added to your

online ads to provide more details about your business and to help improve the
performance of your ads. They are not limited to just search ads but can also be
used in other types of online advertising, such as display ads and shopping ads.
The use of ad extensions can vary depending on the type of online business or
store. Here are some common ad extensions for different online businesses:

1. Online Grocery Store:

- Sitelink Extensions: Provide links to specific pages on your website, such as
special offers, product categories, or store hours.
- Callout Extensions: Highlight unique selling points like "Free Delivery," "Fresh
Produce," or "Same-Day Pickup."
- Location Extensions: Show your store's location and distance from the user,
which is crucial for local businesses.
- Structured Snippet Extensions: List specific product categories or brands you
offer, like "Fruits & Vegetables," "Dairy Products," or "Organic Foods."
- Price Extensions: Display prices for different products or categories, such as
"Weekly Deals" or "Discounted Items."

2. Online Clothing Store:

- Sitelink Extensions: Link to popular categories like "New Arrivals," "Men's
Apparel," or "Sale Items."
- Callout Extensions: Highlight offers or features like "Free Shipping," "30-Day
Returns," or "Exclusive Collections."
- Price Extensions: Show prices for different clothing categories or specific items
on sale.
- Promotion Extensions: Highlight special promotions or discount codes, such as
"Spring Sale - 20% Off" or "Use Code WELCOME10 for 10% Off."

3. Online Electronics Store:

- Sitelink Extensions: Direct users to specific product categories like "Laptops,"
"Smartphones," or "Home Appliances."
- Callout Extensions: Emphasize features like "24/7 Customer Support,"
"Warranty Included," or "Authorized Dealer."
- Price Extensions: Display prices for popular products or categories, such as
"Top Deals on TVs" or "Latest Smartphones."
- Structured Snippet Extensions: List specific product types or brands available,
like "Brands: Samsung, Sony, Apple."

4. Online Service Providers (e.g., Digital Marketing Agencies):

- Sitelink Extensions: Link to service pages like "SEO Services," "Social Media
Management," or "Content Marketing."
- Callout Extensions: Highlight key benefits like "Certified Experts," "Customized
Plans," or "Proven Results."
- Structured Snippet Extensions: List services offered, such as "Services: PPC,
SEO, Email Marketing."
- Location Extensions: Show the location of your agency for local clients.

Are Ad Extensions Only Applicable for Search Ads?

No, ad extensions are not limited to search ads. They can also be used in display
ads, shopping ads, and other types of online advertising. The availability and
types of ad extensions may vary depending on the advertising platform and the
ad format.

By using ad extensions, online businesses and stores can provide more relevant
information to potential customers, improve the visibility and attractiveness of
their ads, and potentially increase click-through rates and conversions.

Deciding which ad extensions to use for a particular business depends on

several factors, including the business's objectives, the nature of its products or
services, and the target audience. Here are some general guidelines for
choosing the right ad extensions:

1. Understand Your Business Goals:

- Lead Generation: If your goal is to generate leads, consider using call
extensions, message extensions, or lead form extensions to make it easy for
potential customers to contact you.
- E-commerce Sales: For online stores, use price extensions, promotion
extensions, and structured snippets to showcase products and offers.
- Brand Awareness: To increase brand awareness, use sitelink extensions to
direct users to various pages on your website and provide more information
about your brand.

2. Consider the Nature of Your Products or Services:

- Complex Services: For businesses offering complex services (e.g., financial
services, consulting), use callout extensions to highlight key benefits or features
and structured snippet extensions to list specific services.
- Physical Products: For businesses selling physical products (e.g., clothing,
electronics), use price extensions to display product prices and promotion
extensions to highlight special offers.

3. Analyze Your Target Audience:

- Local Customers: If your business targets local customers, use location
extensions to show your business's location and distance from the user.
- Mobile Users: For businesses targeting mobile users, consider using message
extensions to allow users to initiate a text conversation directly from the ad.

4. Assess Your Website Content:

- Rich Content: If your website has rich content like blog posts, guides, or videos,
use sitelink extensions to direct users to these resources.
- Special Offers: If you have dedicated pages for special offers or discounts, use
promotion extensions to highlight these deals.

5. Review Performance Data:

- Analyze past performance data of your ads to see which extensions have
performed well in terms of click-through rates (CTR), conversion rates, and return
on ad spend (ROAS). Use this data to inform your decision on which extensions
to use in future campaigns.

6. Test and Optimize:

- Experiment with different combinations of ad extensions to see which ones
work best for your business. Monitor the performance of your ads and make
adjustments as needed.
By considering these factors and continuously testing and optimizing your ad
extensions, you can effectively enhance the performance of your online ads and
achieve your business objectives.

Aspect SEO (Search Engine Optimization) SEM (Search Engine Marketing)

A process of optimizing a website to A broader term that includes both SEO and

Definition improve its organic ranking in search paid search advertising to increase visibility

engine results. in search engine results.

Mainly focuses on organic search Includes both organic search results (SEO)
Components
results. and paid search ads (PPC).

Cost - No direct cost for clicks. - Involves cost per click (CPC) for paid ads.

- Investment in content creation, - Additional costs for ad creation,

optimization, and link building. management, and optimization.

- May require hiring SEO professionals

- Requires budget for ongoing ad spend to
or agencies for effective
maintain visibility.
implementation.

- Tools for keyword research, analytics,

- May involve costs for tools and platforms
and monitoring may have associated
for ad management and tracking.
costs.

Long-term strategy; can take months Immediate visibility; ads can appear at the
Timeframe for
to see significant improvements in top of search results as soon as the
Results
rankings. campaign is live.

Earned through relevance and Can be bought for immediate visibility, with
Visibility
authority; not guaranteed. ads appearing at the top of search results.
 Ads may have a lower CTR compared to top
Click-Through Rate Typically higher CTR for top organic
organic listings, but they provide immediate
(CTR) listings compared to ads.
visibility.

Can target users at all stages of the Can target specific audiences based on
Target Audience
buying funnel. demographics, interests, and behaviors.

Requires ongoing effort to adapt to Offers more control and flexibility in

Flexibility search engine algorithm changes and targeting, messaging, and testing different

maintain rankings. strategies.

In addition to SEO metrics, SEM includes

Focuses on metrics like organic traffic,
metrics for ad performance, such as
Measurement keyword rankings, and conversion
impressions, clicks, and conversion rates
rates from organic search.
from ads.

Efforts can have a lasting impact on Results stop as soon as the ad spend stops;
Longevity
rankings and traffic. requires continuous investment.

Immediate results, but ROI depends on

Cost-effective in the long run; ROI may
ROI effective management of ad spend and
take time to realize.
campaign optimization.

Best for immediate visibility, time-sensitive

Best for building long-term brand
Ideal Use Cases campaigns, and targeting specific audience
authority and organic visibility.
segments.

Keyword Research: Identifying relevant PPC Keyword Research: Identifying the right
Techniques
keywords to target. keywords to bid on.

On-Page Optimization: Optimizing

Ad Copywriting: Writing compelling ad copy.
website content and HTML.

Content Creation: Producing high- Bid Management: Managing bids for

quality, relevant content. keywords.

 Backlink Building: Acquiring quality Targeting: Using demographic, geographic,

inbound links. and behavioral targeting.

Technical SEO: Ensuring website Ad Extensions: Adding additional information

structure and user experience. to ads.

Local SEO: Optimizing for local search Landing Page Optimization: Creating and

results. optimizing landing pages.

Analytics and Monitoring: Tracking Campaign Management: Monitoring and

website performance and rankings. adjusting ad campaigns.

Both SEO and SEM have their advantages and are often used together in a
comprehensive digital marketing strategy to maximize online visibility and reach
potential customers at different stages of their search journey.
Descriptive Meta Tags - above is title tag
Below title is description
Internal Links network

Maintain Clear URLs

Build Quality Backlinks

Semrush’s Link Building Tool

Invest in Local SEO
Write Guest Blog Posts
Technical SEO
MOBILE FRIENDLY

XML Sitemap

Use HTTPS
CORE WEB VITALS
Core Web Vitals are a set of metrics that measure key aspects of user
experience on websites. They include:

- Largest Contentful Paint (LCP): Measures the time it takes for the main content
of a page to load. A good LCP score is 2.5 seconds or faster.

- First Input Delay (FID): Measures the time it takes for a page to become
interactive. A good FID score is 100 milliseconds or less.

- Cumulative Layout Shift (CLS): Measures the stability of content on a page as it

loads. A good CLS score is 0.1 or less.

To measure these metrics, you can use tools like Google's PageSpeed Insights,
Lighthouse, and the Core Web Vitals report in Google Search Console.
Improving Core Web Vitals can enhance user experience, which is a ranking
factor for Google, thus positively impacting SEO.
What Is SEM?
SHOPPING ADS

PPC Keyword Research

Google ads PPC keyword bid range for target keywords

Audience Targeting
PPC Ad creation

Semrush’s Advertising Research tool can help. Simply enter a

competitor’s domain and navigate to the “Ads Copies” tab and
check out their ads.
Analyze the emotional hooks they’re using and the keywords they’re
targeting.

PPC Ad Assets
Previously known as ad extensions, assets are additional elements
you can add to your Google PPC search ads to provide users with
more information.

They come in various forms, such as a clickable call option:

Or a business address:
Which SEM Practice Is Right
for You?
Here’s when to think about prioritizing SEO:

● When you have a limited budget

● When you’re planning for the long term
● When you’re targeting informational intent keywords
● When you want to build your reputation and credibility
And here’s when to think about prioritizing PPC:

● When you want immediate results

● When you’re targeting transactional keywords
● When you want precise budget and targeting control
● When you want measurable and quick results

PPC Goals: Aiming Your Paid Ads for Success

In the world of PPC (pay-per-click) advertising, goals are like a roadmap. They guide

your campaigns and help you measure success. Here's a breakdown:

What are PPC Goals?

PPC goals are specific objectives you define for your paid advertising campaigns.

These goals should align with your overall business goals and tell you what you want to

achieve with your ads.

Why Set PPC Goals?

Setting clear PPC goals is crucial for several reasons:

● Focus and Clarity: Goals keep your campaigns focused on specific outcomes.

You'll know what metrics to track and what adjustments to make to optimize your

ads.

● Measure Success: Without goals, how do you know if your campaigns are

working? Goals provide a benchmark to measure performance and see if you're

getting the desired results.

● ROI (Return On Investment): Goals help you track your return on investment.

By measuring your ad spend against your goals (e.g., sales generated), you can

see if your campaigns are generating a profit.

How to Set PPC Goals?

Here's a simple approach to setting effective PPC goals:

1. Align with Business Goals: Start by understanding your overall business

objectives. Do you want to increase brand awareness, drive website traffic,

generate leads, or boost sales?

2. Define Specific Goals: Don't just say "increase brand awareness." Be specific.

Aim for a "20% increase in website traffic from PPC within 3 months."

3. Make them SMART: Use the SMART goal framework. Your goals should be

Specific, Measurable, Achievable, Relevant, and Time-bound.

3 Types of PPC Goals:

There are various PPC goals you can set, but here are three main categories:

1. Brand Awareness: Focus on increasing visibility and getting your brand name

out there. This might involve using display advertising or targeting keywords

related to your brand.

2. Website Traffic: Aim to drive more visitors to your website. You can use search

engine advertising (SEA) to target relevant keywords and get your ads displayed

on search engine results pages (SERPs).

3. Leads or Sales: Here, the focus is on converting website visitors into leads or

paying customers. This might involve using landing pages with clear calls to

action or retargeting campaigns to reach website visitors who didn't convert on

their first visit.

Remember: Your PPC goals can evolve over time. As your campaigns progress, you

can adjust your goals based on the data and insights you gather.
Here are 7 of the most important PPC KPIs (key performance

indicators) you should be tracking to ensure your paid advertising

campaigns are running smoothly:

1. Click-Through Rate (CTR): This metric measures the percentage of people who

see your ad and click on it. A high CTR indicates your ad is relevant and

compelling to your target audience.

2. Quality Score: This score assigned by Google Ads (or similar platforms) reflects

the relevance of your keywords, ad copy, and landing page to user searches. A

high quality score can lead to lower costs and better ad placement.

3. Impression Share: This tells you how often your ad was shown compared to

how many times it could have been shown. A low impression share might

indicate you need to adjust your bids or keywords to reach a wider audience.

4. Average Cost per Click (CPC): This is the average amount you pay each time

someone clicks on your ad. Tracking CPC helps you understand the cost-

effectiveness of your campaigns.

5. Conversion Rate: This metric shows the percentage of people who click your ad

and take a desired action, like making a purchase or filling out a form. A high

conversion rate indicates your ads are reaching the right audience and driving

results.

6. Cost per Acquisition (CPA): This is the total cost you incur to acquire a new

customer through your PPC campaigns. It factors in your CPC and conversion
 rate.

7. Average Position: This shows the average position of your ad on search engine

results pages (SERPs). A higher average position means your ad is more likely

to be seen, but it might also come with a higher CPC.

By tracking these KPIs, you can gain valuable insights into your PPC campaigns'

performance. You can then optimize your campaigns to improve their effectiveness and

achieve your desired goals. Remember, the most important KPIs will depend on your

specific business goals, so prioritize the ones that align best with what you're trying to

achieve.

Creating SEO-friendly content involves several key steps to

ensure that your content is optimized for search engines while also
providing value to your readers. Here's a comprehensive guide
based on insights from Backlinko, Mention, and Hostinger:

1. Keyword Research: Start by using tools like Google

Suggest, Ubersuggest, and AnswerThePublic to find
relevant long-tail keywords and questions related to your
topic【34†source】.

2. Write Comprehensive Content: Your content should be

thorough and provide everything a reader needs to know
about the topic. Aim for longer, in-depth articles, as they
tend to rank better and attract more links and social
shares【34†source】.

3. Optimize for Users: Ensure your content is easy to read

and understand. Use short sentences, multimedia, and H
tag subheadings to break up the content and make it more
engaging【34†source】.

4. Keyword-Optimize Your Content: Include your main

keyword in the first 100 words, use internal links to other
relevant content on your site, and optimize your title tag
with a long-tail keyword variation【34†source】.
5. Use Emotional Modifiers in Titles: Words like "best,"
"amazing," "funny," and "how to" can increase click-
through rates (CTR)【35†source】.

6. Write SEO-Friendly URLs: Include the target keyword,

keep URLs short, use hyphens to separate words, and avoid
stop words【35†source】.

7. Use Small Paragraphs: Keep paragraphs short (2-3

sentences) and use formatting options like bullet points and
highlights to improve readability【35†source】.
8. Optimize Meta Descriptions: Include your target
keywords and make the meta description appealing and
informative to encourage clicks【35†source】.

9. Optimize Images: Use descriptive file names, alt text,

and compress images to improve page load
speed【35†source】.

10. Add Links That Make Sense: Use internal and external
links to provide additional depth to your content and
improve its SEO value【35†source】.

11. Optimize Your Content for Mobile: With mobile internet

usage on the rise, ensure your content is responsive and
accessible on all devices【35†source】【36†source】.

12. Update Your Content Regularly: Keep your content

fresh and up-to-date to maintain its relevance and ranking
potential【35†source】.
13. Use Social Media Share Buttons: Encourage users to
share your content on social media to increase its reach
and visibility【35†source】.

14. Include Schema Markup: Implementing schema markup

helps search engines better analyze and understand your
content【35†source】.

By following these steps and continuously optimizing your content,

you can create SEO-friendly content that not only ranks well in
search engines but also provides value to your readers.
include target keywords and related terms inside of each
subheading. Where it’s natural to do so.

Mobile SEO refers to the process of optimizing your website to

ensure that it provides a great user experience on mobile devices.
With the increasing number of people accessing the internet via
smartphones and tablets, mobile SEO has become crucial for online
visibility and success. Key aspects of mobile SEO include:

1. Responsive Design: Your website should adapt its layout to fit the
screen size of the device it's being viewed on. This ensures that
users have a seamless experience regardless of the device they
use.
2. Fast Loading Speed: Mobile users expect quick loading times.
Optimize images, use a content delivery network (CDN), and minify
code to improve your site's speed.

3. User-Friendly Navigation: Ensure that your site's navigation is

easy to use on a smaller screen, with large enough buttons and
links that are easy to tap.

4. Local SEO: Mobile searches often have a local intent. Optimize

your site for local SEO by including your business's name, address,
and phone number (NAP) and registering with Google My Business.

5. Avoid Pop-ups and Intrusive Interstitials: Pop-ups can be

particularly frustrating on mobile devices and can lead to a poor
user experience.

Metrics for measuring SEO success include:

1. Organic Traffic: The number of visitors coming to your site

through search engines. An increase in organic traffic is a good
indicator of successful SEO.

2. Keyword Rankings: The position of your website in search engine

results pages (SERPs) for targeted keywords. Higher rankings can
lead to more visibility and traffic.

3. Conversion Rate: The percentage of visitors who take a desired

action on your site, such as making a purchase or filling out a
contact form.
4. Bounce Rate: The percentage of visitors who leave your site after
viewing only one page. A high bounce rate might indicate that your
content is not relevant or engaging.

5. Click-Through Rate (CTR): The percentage of users who click on

your website's listing in the search results. A higher CTR can
indicate effective title tags and meta descriptions.

6. Backlinks: The number and quality of external websites linking to

your site. Backlinks are a crucial factor in SEO and can improve
your site's authority and rankings.

7. Page Load Time: The time it takes for your web pages to load.
Faster load times can improve user experience and contribute to
better rankings.

8. Mobile Usability: Metrics related to the mobile-friendliness of your

site, such as mobile bounce rate, mobile conversion rate, and any
mobile usability issues reported in Google Search Console.

By monitoring these metrics, you can gauge the effectiveness of

your SEO efforts and make data-driven decisions to improve your
strategy.

Here are examples and explanations for each concept:

1. Seed Keyword:
- Example: "Coffee"
 - Explanation: This is a broad term that can lead to a wide range
of more specific keywords related to coffee, such as "espresso
machines," "coffee beans," "coffee shops near me," etc.

However, I can give you a general overview of match types in

Google Ads:

Broad Match
- Definition: Shows your ad for a wide range of searches, including
synonyms and related queries.
- Example: If your keyword is "women's shoes," your ad might show
for "ladies' footwear" or "girls' sneakers."

Phrase Match
- Definition: Your ad appears for searches that include your keyword
in the exact order, but might have additional words before or after.
- Example: For the keyword "organic coffee," your ad could appear
for "buy organic coffee online" but not for "coffee organic."

Exact Match
- Definition: Your ad is shown for searches that match your keyword
exactly or are very close variations.
- Example: If your keyword is "men's running shoes," your ad might
show for "men's running shoe" but not for "shoes for running men."

Negative Match
- Definition: Excludes your ad from showing on searches with the
specified term.
- Example: If your negative keyword is "free," your ad won't show for
searches like "free women's shoes."
For more detailed information, you can visit the official [Google Ads
Help
Center](https://support.google.com/google-ads/answer/7478529?
hl=en).

easy explanation with the technical SEO side of keyword buckets:

Imagine you're cleaning your room for a big visitor (like Google). You don't want

them sifting through a mess to find what they need. So, you grab some boxes (keyword

buckets) and categorize things:

● Big Boxes (Broad Topics): These are your main SEO themes. For a bakery

website, you might have boxes for "cakes," "cookies," and "bread." These

translate to broad keywords with high search volume but high competition (e.g.,

"cake").

● Filling the Boxes (Specific Keywords): Now you sort the details within each

box. The "cakes" box might have keywords like "chocolate cake recipe," "birthday

cake ideas," and "wedding cake cost." These are long-tail keywords - more

specific and less competitive (e.g., "best red velvet cake recipe").

Technically, this helps SEO by:

● Organization: Keyword buckets keep your research tidy. You can easily see

which topics have high search volume and which ones need more specific

content.
 ● Targeted Content: Based on your buckets, you can create content that directly

addresses user queries. For example, a blog post titled "Top 10 Easy Birthday

Cake Ideas" targets the "birthday cake" keyword within the "cakes" bucket.

● On-Page Optimization: You can strategically sprinkle these keywords

throughout your website's content (like product descriptions or blog posts) and

meta tags (page summaries for search engines). This tells search engines your

pages are relevant to those searches.

● Keyword buckets are used to organize and categorize related keywords for more

effective targeting in Google Ads or SEO campaigns. They help structure ad

groups, optimize ad copy, and tailor landing pages to match the user's search

intent. By using keyword buckets, advertisers and SEO professionals can create

more relevant and focused campaigns, improving the chances of reaching the

right audience and achieving better performance. For more details on how to use

keyword buckets, you can visit [this guide on keyword

grouping](https://www.wordstream.com/blog/ws/2013/09/18/keyword-grouping).

By organizing with keyword buckets, you ensure your SEO efforts are focused on the

right things. You target a wider range of relevant searches while creating content that

attracts the visitors you want - just like having a clean and organized room makes a

good impression on your guest!

4. Intent of Keywords:
- Informational Intent: Users are looking for information. Example:
"How to make a latte" = LOW INTENT => Target with How-to blog
posts
 ● Long-form articles
● Informational videos
● Infographics

- Navigational Intent: Users are trying to navigate to a specific

website or page. Example: "Starbucks menu" = LOW INTENT IN
MOST CASES , USUALLY BRANDED = EASIER RANKING
- Transactional Intent: Users are ready to make a purchase or
perform another specific action. Example: "Buy espresso machine
online" = HIGHEST INTENT

Target transactional keywords with the following types of content:

● Subscription or signup pages

● Deals and coupons pages
● Product/service pages
● Free trial pages

Let’s have a look at a list of buyer intent keywords:

● Semrush promo code

● Buy audi tt
● Italian restaurants near me
 - Commercial Investigation: Users are comparing products or
services before making a transaction. Example: "Best coffee beans
for espresso" => OFTEN BRANDED , HIGH-INTENT KEYWORDS
|| Target commercial keywords with:

● Product/service landing pages

● Comparison articles
● Testimonials and reviews

s you can see, commercial keywords can often include some of

these words:

● Vs
● Alternatives
● Reviews
● Comparison
● Best
Here are some examples of branded commercial keywords:

● Macbook pro vs macbook air

● HARO alternatives
● Semrush reviews

But they can also be unbranded, like:

● Best running shoes

● Custom birthday cakes
● Wedding dresses
5. Query Concept:
- Explanation: A query is the actual word or string of words that a
user types into a search engine. The query reflects the user's intent
and is used by search engines to retrieve the most relevant results.
- Example: If a user types "What is the best coffee for French
press," the query is "What is the best coffee for French press," and
the intent is informational, as the user is looking for information
about the best type of coffee for a French press.

Understanding these concepts helps tailor content and ads to match

user intent, improving the chances of reaching the right audience
and achieving desired outcomes.

Negative Keywords: Fine-Tuning Your Google Ads

Negative keywords are like traffic filters in Google Ads. They help prevent your ads from

showing for irrelevant searches, saving you money and reaching the right audience.

Here's a breakdown:

Match Types:
● Broad Match: These keywords can trigger your ad for a variety of searches,

including misspellings and variations. (e.g., "running shoes" might show for "buy

cheap sneakers")

● Phrase Match: Ads appear for searches that include the exact phrase or close

variations. (e.g., "running shoes" might show for "best running shoes for men")
●

● Exact Match: Ads show only for searches containing the exact keyword or a

very close variation with the same meaning. (e.g., "[running shoes]" would only

show for "[running shoes]" or "[buy running shoes]")

 ●

Negative Keywords and Targeting Levels:

● Account Level: Negative keywords added here apply to all campaigns in your

account. Use them for very broad terms that are irrelevant across all campaigns

(e.g., "free", "used").

●

●
 ● Campaign Level: These negatives apply to all ad groups within a specific

campaign. Use them for terms generally irrelevant to that campaign (e.g., "rent"

for a "running shoes" campaign).

● Ad Group Level: Negative keywords here are the most targeted. They only

exclude searches for a specific ad group. Use them for highly relevant but

negative terms within that group (e.g., "hiking boots" in a "running shoes" ad

group).

Finding Negative Keywords:

● Search Term Reports: Analyze your search terms report to see what searches

triggered your ads. Look for irrelevant terms with low conversion rates.

●
●

● Competitor Research: See what keywords your competitors are using negative

keywords to exclude.
●

● Keyword Research Tools: Tools like Google Keyword Planner can help identify

irrelevant search terms related to your keywords.

●
●

●
 ●

Using Negative Keywords in Google Ads:

1. Go to your Google Ads account and navigate to the "Keywords" tab within your

campaign or ad group.

2.
3.

4.
 5.

6. Click on "Negative keywords" and then the blue "+" button.

7. Enter your negative keywords, one per line, using the appropriate match type

(e.g., "used running shoes" as a phrase match).

8. Save your changes.

Best Practices for Negative Keywords:

● Start Broad, Refine Over Time: Begin with a few broad negative keywords and

gradually add more specific ones as your campaigns progress.

● Monitor Performance: Regularly review your search terms report to identify new

irrelevant terms and add them as negatives.

● Don't Be Overly Restrictive: Don't exclude relevant searches with typos or

variations. Use broad match negatives cautiously.

 ● Organize with Lists: Create separate negative keyword lists for different

categories to make management easier.

By effectively using negative keywords, you can ensure your Google Ads campaigns

are laser-focused on reaching the right audience, maximizing your return on investment.

Here's a comparison of "query" and "keyword" in tabular form:

Aspect Query Keyword

A specific word or phrase identified as significant or

The entire set of words or phrases
Definition relevant to a particular topic, often used for SEO or
typed into a search engine.
digital marketing.

"What are the best coffee beans

Example "coffee beans," "cold brew"
for cold brew?"

Represents the user's request for Used for optimizing content or targeting in digital
Purpose
information or a specific action. marketing.

Extracted from queries for content optimization or ad

Entered by users in a search
Usage targeting.
engine's search bar.

In digital marketing, particularly in search engine marketing (SEM) and pay-per-click (PPC)
advertising, match types determine how closely a keyword needs to match a user's search
query for your ad to appear. The evolution of these match types over the years can be
understood through your analogy:

1. Exact Match Today vs. Five Years Ago:

- Five Years Ago: Exact match keywords required the user's search query to match the
keyword exactly or very closely, including minor variations like plurals or misspellings. If
you targeted the keyword "running shoes," only searches like "running shoes" or "running
shoe" would trigger your ad.
- Today: Exact match has become more flexible. Google may show your ad for searches
that have the same intent as your keyword, even if the wording differs. For example, "best
running shoes" might trigger your ad even if your exact match keyword is just "running
shoes."

2. Phrase Match Today vs. Broad Match Five Years Ago:

- Five Years Ago: Phrase match would trigger your ad if the search query included the
exact phrase of your keyword, with additional words either before or after it. For example,
the keyword "running shoes" in phrase match would allow your ad to show for "buy running
shoes online" or "cheap running shoes."
- Today: Phrase match has evolved to be more like broad match used to be. It considers
the order of words in the keyword but is more flexible with synonyms and related searches.
For instance, if your keyword is "running shoes," your ad might now show for searches like
"best shoes for running" or "running footwear," reflecting the user's intent rather than just
the phrase.

3. Broad Match Today is Like God:

- Broad match has always been, and still is, the most flexible match type.
- Five Years Ago: Broad match would trigger your ad for any search query related to your
keyword, even if it was only loosely connected. If your keyword was "running shoes," your
ad might have shown for searches like "running gear" or "shoes for jogging."
- Today: Broad match is even more powerful and is seen as all-encompassing, hence the
"God" analogy. Google uses machine learning and search intent to understand the broader
context of the search. This means your ad might now show for searches that are related to
the overall theme or concept of your keyword, even if they don't directly include the words
"running" or "shoes." For example, it could trigger for "best athletic wear" or "where to buy
sneakers."

In summary, over the past five years, keyword match types have become more
sophisticated and intent-focused, with exact match being more flexible, phrase match
evolving to encompass broader intent, and broad match acting almost omnipotently
in interpreting user intent across a wide range of related searches.

To ensure your ad shows up for each of these match types—exact match, phrase
match, and broad match—when using Google Ads, you need to understand how to set up
each type properly in your campaign. Here’s how you can do it, with an example keyword
"running shoes."

1. Exact Match:
- How to Set It Up: Use square brackets around your keyword.
- Example: `[running shoes]`
- Explanation: When you use `[running shoes]` as your exact match keyword, your ad will
only show for searches that are very close to the keyword. This includes exact searches
like "running shoes" or very close variations like "running shoe" or "shoes running" (in some
cases, depending on user intent).
- Goal: To target users who are searching specifically for "running shoes" and variations
with very high relevance to that term.

2. Phrase Match:
- How to Set It Up: Use quotation marks around your keyword.
- Example: `"running shoes"`
- Explanation: When you use `"running shoes"` as your phrase match keyword, your ad
will show for searches that include the phrase "running shoes" in the exact order, but there
can be words before or after. For example, your ad might show for "buy running shoes,"
"best running shoes for men," or "running shoes on sale."
- Goal: To capture users searching for queries that include the exact phrase "running
shoes" but allow for some variation in the search.

3. Broad Match:
- How to Set It Up: Simply enter the keyword without any symbols.
- Example: `running shoes`
- Explanation: When you use `running shoes` as your broad match keyword, Google will
match your ad to a wide variety of searches related to the term "running shoes." This can
include searches like "best shoes for running," "sneakers for jogging," or even more loosely
related terms like "athletic footwear" or "marathon gear."
 - Goal: To reach the broadest audience possible, including users who may not be using
your exact keyword but whose searches are related to the theme or concept of "running
shoes."

Example Scenario:

Suppose you own an e-commerce store specializing in athletic footwear, and you want to
ensure your ads appear for different types of searches related to running shoes. Here's
how you could set up your Google Ads campaign:

1. Exact Match:
- Set up the keyword `[running shoes]`.
- Result: Your ad shows up for someone searching specifically for "running shoes" or
closely related terms like "running shoe" or "shoes running."

2. Phrase Match:
- Set up the keyword `"running shoes"`.
- Result: Your ad shows up for searches that include the phrase "running shoes," such as
"best running shoes for women," "buy running shoes online," or "running shoes for men."

3. Broad Match:
- Set up the keyword `running shoes`.
- Result: Your ad shows up for a wide range of related searches like "sneakers for
running," "athletic footwear," "jogging shoes," or even broader terms like "best shoes for
sports."

Maximizing Effectiveness:

To ensure you're effectively targeting users with these match types:

- Use Negative Keywords: For broad match, especially, it's crucial to add negative
keywords to prevent your ad from showing for irrelevant searches. For example, if you don't
sell children's shoes, you might add "kids" or "children" as negative keywords.

- Monitor Performance: Regularly check the search terms report in Google Ads to see
which queries are triggering your ads and adjust your match types or negative keywords
accordingly.
- Bid Adjustments: You may want to set different bid strategies based on match type. For
example, you might bid higher on exact match keywords because they are more likely to
convert, while keeping a broader reach with lower bids on broad match keywords.

By strategically using these match types, you can control how broad or narrow your ad
targeting is and ensure your ad appears in the right searches, balancing reach with
relevance.

No, the concept of keyword match types is not exclusive to Google Ads, though it is most
commonly associated with it. Other advertising platforms also use similar mechanisms to
help advertisers target specific search queries or user intents. Here’s how these concepts
apply across other platforms:

1. Bing Ads (Microsoft Advertising):

- Keyword Match Types: Like Google Ads, Bing Ads offers exact match, phrase match, and
broad match keyword options. Bing also has a broad match modifier, which was removed
by Google in 2021 but is still available in Bing.
- Example: If you use exact match `[running shoes]` in Bing Ads, your ad will only show
for queries closely related to that exact keyword, just like in Google Ads.

2. Amazon Advertising:
- Keyword Match Types: In Amazon Sponsored Products, advertisers can choose from
exact match, phrase match, and broad match to target shoppers based on the keywords
they use when searching for products.
- Exact match: Targets queries that closely match your keyword.
- Phrase match: Matches queries that include the keyword in sequence.
- Broad match: Shows your product ads to users searching for related terms, offering a
wide reach.
- Example: For "running shoes," a broad match might trigger an ad for searches like
"athletic shoes" or "jogging sneakers."

3. Facebook Ads (Meta Ads):

- Facebook Ads doesn't rely on search queries but instead uses interest-based and
behavioral targeting. However, when running ads through platforms like Facebook, you can
still use broad vs. narrow targeting strategies, similar to keyword match types.
- Broad targeting: Reaches a larger audience based on general interests (e.g., targeting
"sportswear" for a broad reach).
 - Narrow targeting: Refines the audience based on specific behaviors or demographics
(e.g., targeting "people who recently bought running shoes").

4. LinkedIn Ads:
- LinkedIn Ads doesn’t use keyword match types, but its audience targeting can be
compared to broad vs. narrow keyword targeting. For instance:
- Broad audience: Targeting all people in the marketing industry.
- Narrow audience: Targeting marketing managers in the sportswear industry.

5. Pinterest Ads:
- Pinterest Ads uses keyword targeting with broad, phrase, and exact match types, similar
to Google Ads. This allows advertisers to show Promoted Pins based on what users are
searching for.
- Example: If you’re promoting "running shoes," a broad match could trigger ads for users
searching for "fitness shoes" or "sports shoes."

6. YouTube Ads (via Google Ads):

- Keyword Match Types: YouTube Ads, as part of Google Ads, also allows for keyword
match types when running video ad campaigns. You can use exact, phrase, or broad
match keywords to target users based on the search terms they use on YouTube.

7. Amazon DSP (Demand-Side Platform):

- Keyword Match Types: While more advanced and less commonly used by smaller
advertisers, DSP platforms (including Amazon’s DSP) allow for exact, phrase, and broad
match keyword targeting for programmatic ads.

8. Programmatic Advertising (various DSPs):

- Programmatic platforms like The Trade Desk, MediaMath, or Google Display Network
allow advertisers to use various forms of keyword and audience targeting. While they may
not always define it as "exact match" or "broad match," they do offer varying degrees of
specificity for how you target audiences through contextual keywords, user behaviour, and
more.

Summary:
- While Google Ads is the most well-known platform that uses keyword match types, many
other advertising platforms (like Bing Ads, Amazon Ads, and Pinterest Ads) have similar
mechanisms.
- The same principle of broad vs. narrow targeting applies across different ad platforms,
whether they use keywords (like search engines) or audience behaviours (like social media
platforms).

Each platform has its own variation, but the general concept of broad, phrase, and exact
match—or equivalents—applies to many digital advertising platforms beyond just Google.

The article on Backlinko discusses the importance of website architecture

for SEO. It highlights that a well-structured website architecture helps both
users and search engines navigate the site more effectively. Key points include:

1. Flat Architecture: It's recommended to have a flat site architecture where

important pages are only a few clicks away from the homepage. This makes it
easier for users to find what they're looking for and for search engines to crawl
and index the site.

2. URL Structure: Having a logical and consistent URL structure is crucial. URLs
should be easy to read, include relevant keywords, and reflect the site's
hierarchy.

3. Internal Linking: Effective internal linking helps distribute page authority

throughout the site and makes it easier for users and search engines to navigate.
It's important to use descriptive anchor text and link to relevant pages.

4. Navigation: The site's navigation should be intuitive and user-friendly. It should

be easy for visitors to find what they need, with clear categories and labels.

5. Mobile-Friendliness: With the increasing use of mobile devices, having a

mobile-friendly site is essential. This includes responsive design and fast loading
times.

6. Breadcrumbs: Breadcrumbs are a navigational aid that shows users their

location within the site's hierarchy. They are useful for both users and search
engines.
7. HTTPS: Secure sites with HTTPS are favored by search engines and provide
a safer experience for users.

Overall, a well-planned website architecture is key to a successful SEO strategy,

as it enhances the user experience and improves the site's visibility in search
engine results.
IDEAL ARCHITECTURE
EASY TO NAVIGATE

ESTABLISH THIS HIERARCHY FROM DAY 1

USE CATEGORY PAGES
Use a Sitemap

A sitemap is a great way to increase the “crawlability” of your website. It also

helps you visualize all of the categories, subcategories and pages on your
site.

Here’s an example:
Sitelinks

Sitelinks are a bonus benefit that you get from a strong site architecture.

There’s no structured data markup for sitelinks. They happen automatically

when your site is authoritative and interlinked.

For example, if you search for “Backlinko” in Google, you’ll see that I have
several sitelinks underneath my result in the search results:
Here's an expanded summary of On-Page SEO and Off-Page
SEO:

On-Page SEO:
- Content Quality: Ensure that the content is original, valuable, and
relevant to the target audience.
- Keyword Optimization: Use relevant keywords in the title, headings,
and throughout the content without overstuffing.
- Meta Tags: Optimize title tags and meta descriptions to reflect the
content and include target keywords.
- URL Structure: Use clean, descriptive URLs that include keywords.
- Image Optimization: Use descriptive file names and alt tags for
images.
- Internal Linking: Link to other relevant pages within your website to
help users navigate and distribute page authority.
- Mobile-Friendliness: Ensure the website is responsive and provides
a good experience on mobile devices.
- Page Speed: Optimize loading times to improve user experience and
search engine rankings.

Off-Page SEO:
- Backlinks: Acquire high-quality backlinks from reputable websites to
increase your site's authority.
- Social Media: Engage with your audience on social media platforms
to increase brand visibility and drive traffic.
- Guest Blogging: Write articles for other websites in your industry to
gain exposure and backlinks.
- Online Directories: List your website in relevant online directories to
improve visibility.
- Influencer Outreach: Collaborate with influencers to reach a wider
audience and gain backlinks.
- Content Marketing: Create valuable content that others want to share
and link to.
- PUBLISH RESEARCH BACKED CONTENT
BRAND TRACKING
BRAND MENTIONS FROM REPUTED SOURCES
For a more comprehensive understanding of On-Page and Off-Page
SEO, consider exploring the full article on [Semrush's blog]
(https://www.semrush.com/blog/on-page-seo/).
KEYWORD RESEARCH

To conduct comprehensive keyword research, follow these steps:

1. Identify Your Audience: Understand their interests and search

behavior.
2. Brainstorm Seed Keywords: Start with broad terms related to
your topic.
3. Use Keyword Research Tools: Utilize tools like Google
Keyword Planner, SEMrush, Ahrefs, and Ubersuggest for data on
search volume and competition.
4. Consider Long-Tail Keywords: Target specific, less competitive
phrases.
5. Analyze LSI Keywords: Use related terms to provide context to
your content.
6. Look at Keywords by Region: Customize your strategy for
different locations.
7. Identify Seasonal Keywords: Capitalize on trends and seasonal
demand.
8. Analyze Competitor Keywords: See what's working for your
competitors.
9. Focus on Intent-Based Keywords: Categorize keywords by
user intent – informational, navigational, commercial, or
transactional.
10. Refine and Group Keywords: Organize your keywords into
relevant clusters for targeted content.
11. Evaluate and Update: Regularly review your keyword strategy
and adapt as needed.

To further expand on keyword research, consider the following:

- Analyze Search Volume Trends: Use tools to monitor how

search volume for your target keywords changes over time,
helping you adapt your strategy to shifting interests.
- Evaluate Keyword Difficulty: Assess how challenging it will be to
rank for your chosen keywords based on competition and your
website's authority.
- Incorporate Synonyms and Variations: Diversify your content by
including synonyms and different phrasings of your target
keywords.
- Consider User Questions: Look for common questions related to
your topic and include them in your content.
- Monitor Competitor Keyword Changes: Keep an eye on any
shifts in your competitors' keyword strategies and adjust yours
accordingly.
- Leverage Social Media for Keyword Ideas: Analyze trending
topics and hashtags on social platforms for additional keyword
inspiration.
- Regularly Update Your Keyword List: As your business evolves,
so should your keyword list. Regularly add new relevant keywords
and phase out those that are no longer pertinent.

By continuously refining your approach and staying informed

about changes in search behavior, you can ensure that your
keyword strategy remains effective and relevant.

For tools:

● Google Keyword Planner: Great for finding search volume and

competition data.
● SEMrush: Offers extensive keyword research and competitor analysis
features.
● Ahrefs: Provides keyword data, competitor insights, and content gap
analysis.
● Moz Keyword Explorer: Offers keyword suggestions and SERP
analysis.
● Ubersuggest: A free tool by Neil Patel providing keyword ideas and
search volume data.
Here's how Google and search engines work in points:

1. Crawling: Search engines use bots (spiders) to crawl web pages,

following links to discover and scan content.

2. Indexing: The crawled content is stored in an index, a massive

database of all discovered web pages.

3. Processing Queries: When a user searches, the search engine

retrieves relevant pages from the index.

4. Ranking: Pages are ranked based on algorithms that consider

factors like relevance to the query, page quality, and user experience.

5. Displaying Results: The top-ranked pages are displayed in the

search engine results pages (SERPs) for the user.

how to set up a Google Ads account:

- Sign in to your Google account.

- Go to ads.google.com/home and click "Start Now."

- Enter your business name and website URL.

- Choose your main advertising goal (e.g., leads, sales, website traffic).

- Connect Google Analytics for better tracking and optimization.

- Create a dummy campaign as prompted by Google.

- Pause the dummy campaign immediately after creation.

- Switch from Express mode to Expert mode for full features and control.

- Conduct keyword research as the next step for effective campaign setup.

For more detailed steps, check out the video: [How to Set Up a Google Ads
Account](https://www.youtube.com/watch?v=VrexynB_Fug)

To set bidding strategies in Google Ads for 2024, follow these steps:

1. Define Your Goals: Determine your advertising objectives, such as

increasing website traffic, generating leads, or driving sales.

2. Choose a Bidding Strategy:

- Maximize Clicks: Automatically sets bids to get the most clicks within
your budget. Example: Increase blog traffic.

- Target CPA (Cost Per Acquisition): Sets bids to get as many conversions
as possible at the target CPA. Example: Acquire leads at a specific cost.
 - Maximize Conversions: Automatically sets bids to maximize
conversions within your budget. Example: Boost e-commerce sales.

- Target ROAS (Return On Ad Spend): Sets bids to achieve a target return

on ad spend. Example: Ensure $4 return for every $1 spent.

- Manual CPC (Cost Per Click): Allows you to set your own bids for
different ad groups or keywords. Example: Bid higher on high-value
keywords.

3. Set Your Budget: Determine your daily or campaign budget based on

your goals and marketing budget.

4. Implement Conversion Tracking: Ensure accurate measurement of your

bidding strategy's effectiveness.

5. Monitor and Adjust: Regularly review campaign performance and adjust

your bidding strategy as needed.

6. Test and Experiment: Consider testing different bidding strategies to find

the best fit for your goals.

7. Stay Updated: Keep an eye on changes or updates to Google Ads bidding

strategies to ensure optimal performance.
By following these steps and utilizing a combination of tools, you can
develop a robust keyword strategy that enhances your SEO efforts and
improves your online visibility.

Here are some key Google algorithms:

1. PageRank: Determines the importance of web pages based on the

quantity and quality of links pointing to them.

2. Panda: Targets low-quality content, thin content, and content farms to

improve search results.

3. Penguin: Addresses webspam and manipulative link-building practices

to penalize and decrease the rankings of offending sites.

4. Hummingbird: Focuses on understanding the context and intent behind

queries to provide more relevant and conversational search results.

5. Pigeon: Improves local search results by considering factors like

location and distance in ranking.

6. Mobilegeddon: Prioritizes mobile-friendly websites in mobile search

results to enhance the user experience on mobile devices.

7. RankBrain: Incorporates machine learning to better understand complex

queries and provide more accurate results.

For more details, you can check out this article: [Google's Algorithm
Updates](https://www.searchenginejournal.com/google-algorithm-
history/)
Quality Score

Quality Score in Google Ads is calculated based on three main factors:

1. Click-Through Rate (CTR): The ratio of clicks to impressions on your

ads.

2. Ad Relevance: How closely your ad matches the intent behind a

user's search.

3. Landing Page Experience: The relevance and usability of your

landing page.

To improve Quality Score, focus on:

- Creating relevant and compelling ad copy.

- Using targeted keywords in your ads and landing pages.

- Optimizing the user experience on your landing pages.

- Regularly reviewing and refining your keyword lists.

For more details, you can check out this guide: [How to Improve
Quality Score](https://www.wordstream.com/quality-score).
The Quality Score is a rating that

looks at the overall relevance of

keywords, ads, the landing page and

landing page experience. It is

measured using a scale of 1-10, with 1

being the lowest and 10 being the

Highest.
Your selected columns will be added to the table. This is how your
keywords dashboard will look:
Quality Score matters because:

- Influences Ad Position: Higher scores can lead to better ad

placements.

- Affects CPC: A higher score can result in lower cost per click.

- Indicates Relevance: Reflects the relevance of your ads and

keywords.
- Impacts Performance: Directly affects the success of your ad
campaigns.

- Improves ROI: Can lead to more efficient spending and better

returns.

To create and optimize Google Search Ads:

1. Create Campaign: Sign in to Google Ads, click "New Campaign," select a

goal and "Search" campaign type.

2. Ad Group and Keywords: Create an ad group, add relevant keywords, and

set match types.

3. Write Ad Copy: Create ads with headlines (up to 3, max 30 characters

each) and descriptions (up to 2, max 90 characters each).

4. Set Bidding and Budget: Choose your bidding strategy and set your daily
budget.
5. Ad Extensions: Add extensions like sitelinks for more information.

6. Launch Campaign: Review and launch your campaign.

7. Optimize for Quality Score: Improve ad relevance, CTR, and landing page
experience.

8. Adjust Bids: Use automated bidding or manually adjust bids based on

performance.

9. Refine Keywords: Add negative keywords and refine keyword lists

regularly.

10. Test and Iterate: Continuously test different ad variations and optimize
based on performance data.

For detailed instructions, check out the [Google Ads Help Center]
(https://support.google.com/google-ads/answer/1722124?hl=en).

To create and optimize Google Display Ads:

1. Create a New Campaign: In Google Ads, select "New Campaign" and
choose a goal that aligns with your objective.

2. Choose 'Display' Campaign Type: Select "Display" as the campaign type

to create ads that will appear across the Google Display Network.

3. Define Your Audience: Use targeting options like demographics,

interests, or remarketing lists to reach the right audience.

4. Set Budget and Bidding: Decide on your daily budget and bidding
strategy based on your campaign goals.

5. Design Your Ad: Create visually appealing ads with images, text, and
logos. Ensure that your ad meets the size and format requirements for
display ads.

6. Ad Extensions (Optional): Add extensions like call-to-action buttons to

enhance your ad's performance.

7. Launch Your Campaign: Review your settings and launch the campaign.

8. Monitor and Optimize: Regularly check your campaign's performance.

Adjust targeting, ad creatives, and bids to improve results.
For more detailed guidance, visit [Google Ads Help]
(https://support.google.com/google-ads/answer/2404190?hl=en).

For a detailed Google Ads tutorial, you can follow these steps:

1. Sign Up for Google Ads: Create a Google Ads account at

ads.google.com.

2. Set Up Your First Campaign: Choose your campaign goal (e.g., sales,
leads, website traffic) and select the campaign type (e.g., search, display,
video).

3. Target Your Audience: Define your target audience by selecting

demographics, interests, locations, and languages.

4. Create Your Ad Groups and Ads: Organize your campaign into ad groups
based on themes or products. Write compelling ad copy and create or
select appropriate visuals for display ads.

5. Choose Keywords for Search Campaigns: Research and select relevant

keywords for your ad groups. Use match types (broad, phrase, exact) to
control who sees your ads.
6. Set Your Budget and Bids: Decide on your daily budget and choose a
bidding strategy (e.g., manual CPC, maximize conversions).

7. Launch Your Campaign: Review your settings and launch your campaign.

8. Monitor and Optimize: Regularly check your campaign's performance.

Adjust bids, keywords, and ad copy to improve results.

For more detailed instructions, visit the [Google Ads Help

Center](https://support.google.com/google-ads/answer/6146252?hl=en)
or consider taking the [Google Ads certification
course](https://skillshop.withgoogle.com/certification_programs) for
comprehensive training.

The top 8 Google ranking factors according to Backlinko include:

1. Domain Authority: Sites with higher domain authority tend to rank better.

2. Page Speed: Faster pages are favored by Google.

3. Mobile-Friendliness: Mobile-optimized sites rank higher.

4. Content Quality: High-quality, relevant content is crucial.

5. On-Page SEO: Proper use of keywords and meta tags matters.

6. Backlinks: More high-quality backlinks lead to higher rankings.

7. User Experience: Positive user experiences boost rankings.

8. HTTPS: Secure sites are preferred by Google.

Other ranking factors are

1. Domain Factors: Attributes related to the entire domain, such as domain

age, name, and history.

2. Page-Level Factors: Attributes of individual pages, including content

quality, keyword usage, and title tags.
3. Site-Level Factors: Overall site characteristics, like site architecture,
sitemap, and trust signals.
BREADCRUMBING NAVIGATION upar

4. Backlink Factors: The quantity, quality, and relevance of external sites

linking to your content.
5. User Interaction: How users interact with your site, including click-
through rate, time on site, and bounce rate.
POGOSTICKING - Pogosticking” is a special type of bounce. In this case, the
user clicks on other search results in an attempt to find the answer to their
query.

6. Special Google Algorithm Rules: Specific rules or updates in Google's

algorithm, such as mobile-first indexing and page experience signals.

7. Brand Signals: Indicators that show Google the strength and presence of
a brand, like branded searches and social media presence.

8. On-Site Webspam Factors: Practices that attempt to manipulate search

rankings through deceptive tactics on the site.
9. Off-Site Webspam Factors: Practices that manipulate rankings through
tactics outside the site, like spammy backlinks, or getting hacked
SITE GOT HACKED ABOVE

For more details, you can check out the full article on [Backlinko]
(https://backlinko.com/google-ranking-factors).
Anchor text is the clickable text in a hyperlink that links to another
webpage. Types of anchor text include:

- Exact-match: Uses the exact keyword or phrase being targeted (e.g., "SEO
tips").

- Partial-match: Includes the target keyword along with other words (e.g.,
"best SEO tips").

- Branded: Uses the name of a brand or website (e.g., "Backlinko").

- Generic: Uses non-specific text like "click here" or "read more."

- Naked URL: Uses the URL itself as the anchor text (e.g.,
"www.example.com").

Best practices for using anchor text for SEO include:

- Variety: Use a mix of anchor text types to avoid over-optimization.

- Relevance: Ensure the anchor text is relevant to the linked page's content.

- Natural: Keep the anchor text natural and user-friendly.

- Avoid overuse: Don't overuse exact-match anchor text, as it can be seen
as spammy.

Using anchor text effectively helps in SEO by providing context to search

engines about the linked page's content, which can improve its ranking for
relevant keywords. For more details, check out this guide: [Anchor Text
Guide](https://www.searchenginejournal.com/anchor-text-seo/).

What is Schema Markup?

Schema markup is a code that helps search engines understand your
content better. To implement it, use JSON-LD, Microdata, or RDFa formats
and add the code to your website's HTML. It's important for SEO because it
can improve the way your pages are displayed in search results, enhancing
visibility and click-through rates.
Types of Schema Markup:

- Organization Schema: Provides information about a company or

organization.
- Product Schema: Details about a product, including price and availability.
- Article Schema: Used for news articles and blog posts.
- Event Schema: For events like concerts or conferences.

- Recipe Schema: For cooking recipes.

- Review Schema: For product or service reviews.

- Local Business Schema: For local businesses with details like address
and opening hours.
Or show this information directly in Google Maps. -> shown below
- Person Schema: For individuals, including details like name and
profession.

Best Practices for Schema Markup:

- Use JSON-LD format.

- Ensure the markup accurately represents the content on the page.

- Keep the markup updated and only mark up content that is visible to
users.

For more details, visit the [Schema.org](https://schema.org/) website.

To implement schema markup:

1. Choose the Right Schema: Decide the relevant type for your content (e.g.,
Product, Article, Event).

2. Generate the Code: Use tools like Google's Structured Data Markup
Helper to create the code.

3. Add the Code to Your Website: Insert the generated code into your web
pages' HTML.

4. Test Your Schema: Use Google's Structured Data Testing Tool to ensure
correct implementation.
.