The Joy of Search

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A presentation on the very basics of search marketing given by Tim Barlow during the Edinburgh Chamber's One Step Ahead Event

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The Joy of Search

  1. 1. The Joy of Search<br />Pay per Click and Search Engine Optimisation<br />Tim Barlow – Attacat Internet Marketing<br />
  2. 2. Keyword Research<br />It’s about 100’s, 1000’s or even 10,000’s of phrases<br />It’s very easy to leave a large chunk of potential business on the table.<br />
  3. 3. Your Keyword Universe<br /><ul><li>Descriptive terms – e.g. Showers
  4. 4. Brands – e.g. Mira
  5. 5. Adjectives e.g. Cheap Showers
  6. 6. Geography – e.g. Glasgow Shower Shop
  7. 7. Misspellings – e.g. Mirar
  8. 8. Use of – e.g. Shower fitting
  9. 9. Related – e.g. bathroom mould</li></li></ul><li>AdWords Keyword Tool<br />
  10. 10. What<br />
  11. 11. The Process<br />
  12. 12. Et Voila!<br />
  13. 13. How Adverts Are Ranked<br />
  14. 14. How Adverts Are Ranked<br />Max Bid x Quality Score<br />Whilst a simplification, assume Quality Score to equal Click Through Ratio<br />
  15. 15. How Adverts Are Ranked<br /><ul><li>AdWords rewards relevancy
  16. 16. Can pay less than your competitor for a higher position</li></li></ul><li><br />x<br />
  17. 17. What<br />
  18. 18. SEO is Easy<br />Because all you have to do is:<br />Create a good site<br />Include the phrases that you want to be found for within the copy of your website<br />Get lots of relevant sites to link to you<br />Get users engaging with your site<br />
  19. 19. SEO is Flippin’ Difficult<br />Because you have to:<br />Create a good site<br />Include the phrases that you want to be found for within the copy of your website<br />Get lots of relevant sites to link to you<br />Get users engaging with your site<br />
  20. 20.
  21. 21. alt=“Mr Cheesey Logo”<br />alt=“Farmhouse Parmesan Cheese”<br />
  22. 22. SEO is Flippin’ Difficult<br />Because you have to:<br />Create a good site<br />Include the phrases that you want to be found for within the copy of your website<br />Get lots of relevant sites to link to you<br />Get users engaging with your site<br />
  23. 23. SEO is Flippin’ Difficult<br />Because you have to:<br />Create a good site<br />Include the phrases that you want to be found for within the copy of your website<br />Get lots of relevant sites to link to you<br />Get users engaging with your site<br />
  24. 24. DIY? Or leave it to the “experts”?<br />
  25. 25. CEO, designers, hr department, developers, copy writers, <br />R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department<br />
  26. 26. Consider External Resource When...<br /><ul><li>Doing keyword research
  27. 27. Drawing up marketing plans
  28. 28. Starting to plan new website or upgrade
  29. 29. You run out of creative ideas
  30. 30. Things just don’t get done</li></li></ul><li>Closing Comments<br /><ul><li>Are you really No.1?
  31. 31. PPC: a great starting point. There’s room for improvement
  32. 32. SEO: An opportunity that needs to go to the heart of your organisation
  33. 33. It isn’t black art and steer clear of anyone who tells you otherwise</li></ul>P.S. Love internet marketing? Attacat are recruiting.<br />

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