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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


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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.
  • Transcript

    • 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