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Search Engine Marketing (SEM) & Search Engine Optimisation (SEO)
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Search Engine Marketing (SEM) & Search Engine Optimisation (SEO)


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  • 1. “Blackglass and Digicon – Bridging the Gap Between Marketing and Technology”
  • 2. Blackglass Who We Are / What We Do
    Blackglass is the lead Interactive Communications Agency specialising in Targeted Online Marketing and Implementation for the IPMG Group of Companies. IPMG is one of Australia’s largest Print & Digital marketing services groups consisting of 29 companies which:
    Employs 250+ passionate digital specialists in locations spanning Sydney, Melbourne, Queensland and Europe,
    Servicing over 1,500 clients across a multitude of markets, categories and industries.
    Blackglass provides interactive solutions to assist organisations to optimise their online presence and to drive this medium to its full potential. Blackglass focuses on “localised and targeted marketing”.
    Blackglass provides fully online integrated campaigns including but not limited too:
    Search Engine Marketing and Optimisation Strategies
    Social Marketing
    Dedicated and Targeted Email Campaigns
    Viral and Word of Mouth Strategies
    Its all about results and measurement and ongoing analysis and optimisation which ultimately drives success.
  • 3. IPMG Group - Trusted by Blue Chip Brands.
  • 4. Blackglass Model
  • 5. Search Marketing
  • 6. Australian Search Engine Market Share
  • 7. Definition of Search Marketing
    Search Marketing is broken down into 2 categories:
    Search Engine Marketing, - (SEM, PPC (Pay per Click) or Paid traffic).
    Advertisers are paying for each click they receive from their ad.
    Search Engine Optimisation, - (SEO, Organic and Unpaid traffic).
    Those are the results in the grey section of the screenshot on the right hand side. There is no way for websites to buy their way into this section. Performance is based on how a search engine such as Google chooses to rank them based on their Content, Architecture and Links.
    A balanced approach to marketing on search engines will include both paid traffic (PPC) and organic traffic (SEO) campaigns. The key to any search engine marketing strategy is continual optimisation.
  • 8. Search Engine Marketing
    Pay per Click - (PPC)
  • 9. Pay per Click
    • Advertisers pay only for clicks on an ad.
    • 10. Platforms are based on a bidding/auction system
    • 11. Highest bidder may not always win the auction
    • 12. There are other factors that determine ad position
    • 13. Relevancy is key
  • PPC Factors
  • 14. Keywords
    • Users will type in keywords to find services/products
    • 15. Make them relevant to products and services
    • 16. Conduct extensive keyword research
    • 17. Don’t forget about similar terms (trainers, tennis shoes, sneakers)
    • 18. Misspellings
    • 19. Long Tail Keywords
    • 20. Low volume but high converting
    • 21. Usually 3 or more words
    • 22. Negative Keywords
    • 23. Avoid any irrelevant clicks
    • 24. e.g. if you only sell
  • Ad Creative
    • The ad creative is initial selling point of a campaign
    • 25. Make the ads relevant to products and services that the user has searched for
    • 26. Include the keywords in the ads
    • 27. Include a strong call to action
    • 28. Where possible include a selling point (%discount, save $10, free sample etc)
    • 29. Create multiple ads and split test them
  • Landing Page
    A visitor will assess a landing page in under 5 seconds. Make an impression!
    • Factors of a good landing page
    • 30. The headline and copy correspond to the ad that triggered the page.
    • 31. The focus is on getting visitors to take one specific action. (buy a product, download an eBook, fill in a registration form etc)
    • 32. There are no distracting navigational links – only include links that will actually aid the decision making process (link to reviews or similar products)
    • 33. The copy is short and concise.
    • 34. Make use of strong sub headings to break up content
    • 35. Use bullet points to make content easy to read
    • 36. There is a prominent subscription form or checkout option.
  • Track, Report and Monitor
    • Understand what is happening in your PPC account
    • 37. How much are you spending?
    • 38. What's the average CPC, CTR?
    • 39. What are the best keywords?
    • 40. Which keywords are resulting in the desired action?
    • 41. Which keywords are just attracting clicks but no conversions?
    • 42. How can I further improve on the keyword list?
    • 43. What is your keyword and ad CTR?
    • 44. Insert conversion tracking codes to understand which keywords result in a lead, enquiry, sale etc
    • 45. Link Google Analytics to further understand how visitors to the landing page interact with the website
  • Pay Per Click (PPC) tools – Google Adwords
    Google Adwords and Yahoo! Search Marketing:
    Strongly keyword based
    Capture an actively targeted audience – target people as they are actively searching
    Extend reach via Google Display Network
    Google Adwords
  • 46. Benefits of PPC
    • Immediate Results
    • 47. Ads are visible on search engine result pages a few minutes after starting a campaign
    • 48. Within a few hours you can start driving traffic to the website
    • 49. Within a few days you can start to assess the best/poorly performing keywords
    • 50. You can see keywords resulting in a positive/negative ROI
    • 51. Cost Control
    • 52. Only pay for a click to the ad
    • 53. Set daily budget caps (spend as little as $10/day)
    • 54. Identify best performing days/ times and only run ads at this time
    • 55. Targeting Options
    • 56. Target audience geographically
    • 57. Tracking and Monitoring
    • 58. Everything can be tracked for effectiveness and ROI
  • Facebook Pay per Click Advertising
    More advertisers are starting to use Facebook PPC ads as the targeting options allows them to finely target their key audiences.
    • Target audiences based on
    • 59. location,
    • 60. gender,
    • 61. relationship status,
    • 62. Interests
    • 63. Their connections within Facebook
    • 64. Offers greater personalisation
  • LinkedIn Pay per Click Advertising
    • Target audiences based on
    • 65. Location
    • 66. Gender
    • 67. Job title
    • 68. Industry
    • 69. Seniority
    • 70. Job Function
    • 71. Company Size
    • 72. Great for B2B websites – present an audience with an targeted to their industry.
  • What is SEO – (Search Engine Optimisation)?
  • 73. Definition of Search Engine Optimisation (SEO)
    • SEO describes activities/techniques used by website owners to help improve the visibility of their web pages in the search engines
    • 74. Websites can be optimised to appear in the search engine rankings for certain keywords
    • 75. By following the correct SEO techniques, selecting the correct keywords and following SEO guidelines across your website you can ensure that
    • 76. Your site is accessible to be crawled and indexed by search engine spiders
    • 77. Pages within your website will be viewed as relevant by search engines
    • 78. As a result will start ranking in the search engine result pages for target keywords
  • Search Engine Optimisation (SEO)
    • Benefits of SEO:
    • 79. If done well it is a “free” way to get targeted traffic.
    • 80. Increase visibility across all search engines.
    • 81. Always reach users at the exact time that they are searching for a product.
    • 82. Google is undoubtedly the biggest potential source of traffic.
    • 83. Some Challenges with SEO:
    • 84. Depending on keyword competition it takes time to see major impact in terms of rankings
    • 85. It is an ongoing process as Google updates its algorithm regularly
    • 86. SEO needs to be included as part of the overall ongoing online marketing in order to maintain the top positions.
  • Factors Contributing to Rankings
  • 87. On Page Factors of SEO
    Website Architecture
    • Easy to follow website directory structures
    • 88. Avoid flash, JavaScript , frames
    • 89. Use HTML
    • 90. Fix all broken links
    URL Structures
    • Search UN-Friendly –
    • 91. Search Friendly –
    • 92. Use keywords in the URL’s – all URL’s must reflect the service/product on the page
    • 93. Avoid subdomains
    Meta Tags
    • Titles tags are most important – keep them unique across all pages
    • 94. Meta Description – mainly to increase CTR in the search results
    • 95. Keywords tags – not a key ranking factor
    Internal Linking
    • Search spiders will find internal pages by following HTML links
    • 96. Keep links keyword rich and relevant to the page they are referring to
  • Off Page SEO – Definition on Page Rank
    Page Rank is the measure of importance of a page based on the incoming links.
    i.e. the more relevant your web page is, the more links you will get, the higher the page rank allocation and the higher your rankings in Google!
  • 97. On Page SEO – Link Building
    Focus on indentifying high quality websites that will link back to your website
    • Page rank of 4 or higher
    • 98. Websites that offer relevant content (if you sell tennis shoes, a link from a car dealership is not relevant)
    Focus on quality vs. quantity
    Where possible use keywords to link back
    • Use your primary keywords instead of linking back with . Keywords pass on more relevancy
    Link Building Ideas
    • Provide quality, interesting content on your website that people will naturally link to
    • 99. Aim to become an ‘authority’ or expert in your field
    • 100. Create ‘Link Bait’ – anything interesting that will get other websites excited (and link back)
    • 101. Make use of partner sites
    • 102. Press releases are great opportunity to build links
    • 103. Article syndication
    • 104. Online review sites
  • Localised SEO – Google Places
    Reach new customers on Google Maps and
    Local customers are already searching for the products and services you offer. Make it easy for them to find you on Google search and on Google Maps?
    Works great for businesses of any size. Whether you run a single dentist's office or dozens of coffee shops, manage all your listings from a single account.
    Update your listing at any time
  • 105. Localised SEO – Google Places (Case Study)
    We created and uploaded a data feed in mid August 2010 for all Curves Gyms in Australia for Google Places
  • 106. Localised SEO – Google Places (Case Study)
    Traffic and Impressions jumped for highly relevant converting keywords
    Localized traffic increased organic traffic by 370%
  • 107. Search Engine Optimisation (SEO) Tools
    • Advanced Web Rankings
    • 108. Great for benchmarking
    • 109. Track rankings compared to competitors
    • 110. Track keywords movement over time
    • 111. Interleado
    • 112. Full website analysis
    • 113. Competitor Analysis
    • 114. Link building intelligence
    • 115. Progress reports for your site and competitor sites
  • Web Analysis – Conversion Optimisation
    The key to any successful campaign is measuring / analysing and optimising.
    Apart from the reporting tools for each channel discussed previously Web Analytics is another important tool. Web Analytics allows you to measure on site analytics to evaluate:
    The success of your online and offline advertising efforts.
    Uncover trends and patterns
    Almost everything is measurable!
    Easy to implement
    Reports are simply created
    A/B Split Testing
    Multi-Variate Testing
    Increase conversion rates
  • 116. Direct Connect Australia's Number 1 Connection Service Company assisting people moving homes
    • Manage Pay Per Click (PPC) account
    • 117. Manage Search Engine Optimisation (SEO): audit and ongoing recommendations
    • 118. Provide Email Marketing Tool and support
    Key Outcomes
    • Blackglass reduced the CPC by 48%
    • 119. Organic traffic increased by 84% and is continuing to grow month by month.
    • 120. Direct connect has secured top 10 positions for main traffic driving terms (focusing on gas and electricity connections).
    • 121. Direct Connect appointed Blackglass as Online Marketing Manager for another of their websites:
  • Services
    Since Jan 2010 manage all online marketing strategy and implementation for the Australian and New Zealand markets. Manage England & Wales since July 2010. Over 500 clubs in total.
    The purpose of these campaigns is to capture new leads online.
    Fully integrated campaign: PPC, SEO, Social Media, Email Marketing, Affiliate…
    Key Outcomes
    Within a few months Blackglass managed to reduce the CPL from $64 to $10 and is consistently decreasing.
    Feedback from franchisees has been extremely positive, both in terms of the quantity and quality of leads coming through.
    Created and curated Curves’ Facebook Community with over 2,000
    Key Case Studies — Curves [World’s leader in women’s fitness]
  • 122. The Knot Wedding portal
    • Manage Pay Per Click (PPC) account
    • 123. Manage Search Engine Optimisation (SEO): audit and ongoing recommendations
    Key Outcomes
    • Within the first month of the PPC campaign Blackglass achieved a CPC 60% below initial objectives and is consistently reducing since
    • 124. Received over 7,700 visits from search engines in its second month of activities.
    • 125. Blackglass was appointed to manage the PPC and SEO for 2 of the other websites managed by this client.
  • Savill Hicks Corporation National Construction Insurance Broker
    • Manage all online marketing activities: PPC, SEO, Email Marketing
    • 126. Prepare all online communications to the membership database
    • 127. Provide regular reporting on all online activities
    • 128. Identify and present ongoing strategic recommendations
    Key Outcomes
    • CPC has decreased by 20%
    • 129. Number of leads coming - in 30 per month
    • 130. ROI up 900%
    • 131. The client has now shifted all its budget previously spent on the Yellow Pages to online marketing.