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Digistraction - How do search engines work - We are an SEO, PPC, Digital PR & Social Media Agency based in London & Brighton
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Digistraction - How do search engines work - We are an SEO, PPC, Digital PR & Social Media Agency based in London & Brighton


How Search Engine Optimisation and Paid Search can work together as part of your Digital Marketing strategy. …

How Search Engine Optimisation and Paid Search can work together as part of your Digital Marketing strategy.

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  • Here is an example of a sample search on Wanadoo. A user submits a search. In this case “ dvd ” . A business submits a listing comprising a Title & Description. The listings are ordered by bid price. Advertisers bid to appear at a certain position and receive all the response for appearing at that position. - The higher the bid, the higher up the results a listing appears, and the more response that is generated. 4. A user searching for a product or service clicks through to an advertisers web site from a chosen listing and this is when payment is made to Overture.


  • 1. How SEO & PPC Work. SEO, Paid Search, Social Media & Digital PR Specialists.
  • 2. How do Search engines work? Understanding the process of how search engines work in order to optimise traffic.
  • 3. SEM: Organic and Paid
  • 4.  
  • 5. Top Listing in both Paid & Organic will get more Clicks Potential Clicks per 1,000 Impressions
  • 6. Search Engine Optimisation
    • This stuff ain ’ t easy!
    • Page rank is Google ’ s biggest USP.
    • Google isn ’ t the only search engine.
    • Difficult to achieve long term success.
    • 6-12 weeks incubation.
    • But we do know:
      • Meta tags.
      • Page title.
      • Linking.
      • Concentrated keywords.
      • Obey the rules.
      • Beware the Google “ Dance ”
  • 7. The Key Players in Paid Search Main platforms: Google Ad Words Yahoo Search Microsoft Ad Centre Remember that Google does not have majority share in all global markets! e.g. Baidu in China
  • 8. PPC in action User clicks on paid link, triggering payment of bid price
    • Businesses set up account and submit listings:
    • Search-terms
    • Titles
    • Descriptions
    • Bid amount per click-through
    • Listings are checked by editorial team
    User submits search Listings ordered by bid price / relevance 1 2 3 4
  • 9. Importance of relevant keywords
    • Relevance is everything:
      • Relevant keywords
      • Relevant ad creative
      • Relevant landing pages
    • Mine for as many appropriate keywords as possible
      • Use tools at your disposal (Hitwise, web logs, web analytics tools etc…)
    • Organise keywords into categories (ad groups) when setting up your Google account
      • Target keyword creative to the category theme and make sure they are relevant to that category
    • Ensure landing pages reflect keyword searched on
  • 10. Natural search
    • The most cost effective and valuable traffic you will drive to your site
    • Understand the implications of SEO – getting it right can have substantial impact on your site and business performance. Getting it wrong can get you blacklisted
    • Requires marketing, PR, creative and technical competence
  • 11. Search Engine Optimisation – basic considerations
    • Keywords – words in body copy, headlines or navigation which represent your brand, product or service that your consumers would naturally search on
    • Content – site content which is frequently updated is more likely to be deemed relevant and up to date by search engines
    • Nomenclature – clear categorisation and content naming relevant to the product or service
    • Navigation – design allows for html navigation allows for heightened optimisation
    • Strategic and minimal use of Flash
    • Thought through linking strategy to ensure authoritative, relevant sites are linking to your own
  • 12. Key factors - top
  • 13. Key factors - negatives
  • 14. The Crawlers!
  • 15. Quick case studies
  • 16. VMware Content for all Searchers
  • 17. Content for Education
    • For initial researchers
    • Category ownership
    • Broad information seekers
    • Category / industry keywords
  • 18.  
  • 19.  
  • 20. Virtualization has its own directory and multiple sections covering ‘what, why and who’
  • 21. Content for Product Space
    • For comparison shoppers
    • For familiars of the industry
    • Very qualified for follow-up
    • Product related (non-brand) keywords
  • 22.  
  • 23. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.
  • 24. Content for Brand Product Names
    • For serious leads
    • For current users (upgrade, cross-sell)
    • For new groups in current customer
    • For people who know what they want
    • Product related keywords with brand
  • 25.  
  • 26. HP Using Competitive Keywords
  • 27. Goal
    • Appealing content
    • Use competitor ’s brands words legally and where relevant
    • Search Visibility
  • 28.  
  • 29.  
  • 30.  
  • 31. Consider the visitor
    • Mobile device visitors?
    • What % visit from a mobile?
    • How do you (can you) treat them differently?
  • 32. Paid and Organic Search
    • Improve targeting through testing
    • Learn how to pay less than your competitors but rank higher through relevance and quality of your advertising
    • Use your 95 characters with care and attention
    • Search should not be dealt with in isolation. Align your Paid and Organic search strategies to ensure consistency and effectiveness
    • Think about how other media can drive more searches – it could be your most valuable and cost effective channel
    • Develop video content to give users richer search results
    • Consider how search can be integrated with your other marketing initiatives