The Joy of Search

The Joy of Search
Pay per Click and Search Engine Optimisation
Tim Barlow – Attacat Internet Marketing

Keyword Research
It’s about 100’s, 1000’s or even 10,000’s of phrases
It’s very easy to leave a large chunk of potential business on the table.

Your Keyword Universe
Descriptive terms – e.g. Showers
Brands – e.g. Mira
Adjectives e.g. Cheap Showers
Geography – e.g. Glasgow Shower Shop
Misspellings – e.g. Mirar
Use of – e.g. Shower fitting
Related – e.g. bathroom mould

AdWords Keyword Tool

The Process

Et Voila!

How Adverts Are Ranked

Max Bid x Quality Score
Whilst a simplification, assume Quality Score to equal Click Through Ratio

AdWords rewards relevancy
Can pay less than your competitor for a higher position

SEO is Easy
Because all you have to do is:
Create a good site
Include the phrases that you want to be found for within the copy of your website
Get lots of relevant sites to link to you
Get users engaging with your site

SEO is Flippin’ Difficult
Because you have to:
Create a good site

alt=“Mr Cheesey Logo”
alt=“Farmhouse Parmesan Cheese”

SEO is Flippin’ Difficult
Because you have to:
Create a good site

DIY? Or leave it to the “experts”?

CEO, designers, hr department, developers, copy writers,
R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department

Consider External Resource When...
Doing keyword research
Drawing up marketing plans
Starting to plan new website or upgrade
You run out of creative ideas
Things just don’t get done

Closing Comments
Are you really No.1?
PPC: a great starting point. There’s room for improvement
SEO: An opportunity that needs to go to the heart of your organisation
It isn’t black art and steer clear of anyone who tells you otherwise
P.S. Love internet marketing? Attacat are recruiting.

The Joy of Search

by Attacat Internet Marketing on Apr 20, 2010

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