SEO Quotes

Quotation 1

SEO is a long-term strategy. It’s not about doing it for a few months and forgetting about it. And if you stop focusing on it eventually your competitors will outrank you.

Quotation 2

We can’t go down in price. We charge this much because we know what it takes to provide results, and if we went down in price, we won’t be able to provide you with the service you are expecting.

Quotation 3

I want to help you get the task done, and I don’t mind working extra hours, but it won’t be feasible for me to meet your deadline. The reason being is because of X, Y, and Z. If it is more important to complete this task than the current tasks I am working on, I can always push them back if you are open to it. Or if we can reduce the scope of the project, I may be able to get it done within Y timeframe.

Quotation 4

Well, you don’t even know what I am going to offer you… so just hear me out.

Quotation 5

A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.

Quotation 6

Content marketing is about consistently creating high‐quality content that’s designed to turn strangers into customers.

Quotation 7

If it’s done correctly, SEO can drive a 14.6 per cent conversion rate.

Quotation 8

93 per cent of all online experiences start with a search engine.

Quotation 9

75 per cent of people searching only look at the first page of results.

Quotation 10

Organic search responsible for 53% of all site traffic, paid 15%.

Quotation 11

If it isn't on Google, it doesn't exist.

Quotation 12

Any time you type in a keyword, as Google we have gone out and crawled and stored copies of billions of [websites’] pages in our index. And we take the keyword and match it against their pages and rank them based on over 200 signals — things like relevance, freshness, popularity, how other people are using it.

Quotation 13

Picking the right keywords will make you more money and picking the wrong ones will hurt you.

Quotation 14

You have to be able to adapt quickly. If you aren't able to adapt to market changes, someone else will.

Introduction to Search campaign structure

Why Google Ads?

With Google Ads, you get access to a broad range of advertising products designed to help you reach customers in the moments that matter. Stay focused on growing your business while Google's smart technology does the heavy lifting to drive better results from your advertising.

Take a look at how Google Ads can fuel your business goals.

• Drive sales: Grow online, in-app, in-person, and over-the-phone sales.
• Get leads: Boost conversions by encouraging people to take action.
• Increase website visits: Get the right people to visit your website.
• Influence consideration: Encourage people to explore your products and services.
• Build awareness: Reach a broad audience and maximize exposure.
• Promote your app: Increase installs and interactions with you

Google Ads campaign types

1. Search

Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours.

With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.

2. Display

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests.

Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

3. Video

With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google’s network of websites and apps. Only pay when people choose to watch your ad.  

Video campaigns help you bring your business’s story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

4. Shopping

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad.

Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

5. App

After a simple setup process, App campaigns run ads across Google’s largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you.

With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

Basic PPC account structure hierarchy

However, there are best practices advertisers should follow:

• Create a separate Search campaign for brand keywords. Your brand campaign(s) will perform quite differently from your non-brand campaigns because users are already familiar with the company at some level. You’ll want to be able to budget, manage and report on brand separately from non-brand.

1. Be sure to add your brand keywords as negative keywords in your non-brand campaigns to ensure all brand traffic goes through your brand campaign.

• Don’t target more than one network in one campaign. Keep Search and Display Network campaigns separate.

• Create a campaign structure that will support your goals. Your non-brand campaigns might be organized by stage of the marketing funnel, conversion action type, product or service type, geographic targeting and more. The key is to map out a structure that maps to your goals and business objectives.

• Consider the resources you have available for ongoing management. The more campaigns you have, the more time-consuming the management will be.

• Settle on a naming convention that will be clear to anyone managing the campaigns now and in the future. Map this out in a spreadsheet that is available to everyone on the team.