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How SEO & PPC Work. SEO, Paid Search, Social Media & Digital PR Specialists. http://www.digistraction.net
How do Search engines work?  Understanding the process of how search engines work in order to optimise traffic.
SEM: Organic and Paid
 
Top Listing in both Paid & Organic will get more Clicks Potential Clicks per 1,000 Impressions
Search Engine Optimisation <ul><li>This stuff ain ’ t easy! </li></ul><ul><li>Page rank is Google ’ s biggest USP. </li></...
The Key Players in Paid Search Main platforms:  Google Ad Words Yahoo  Search Microsoft Ad Centre Remember that Google doe...
PPC in action User clicks on paid link, triggering payment of bid price  <ul><li>Businesses set up account and submit list...
Importance of relevant keywords <ul><li>Relevance is everything: </li></ul><ul><ul><li>Relevant keywords </li></ul></ul><u...
Natural search  <ul><li>The most cost effective and valuable traffic you will drive to your site </li></ul><ul><li>Underst...
Search Engine Optimisation – basic considerations <ul><li>Keywords – words in body copy, headlines or navigation which rep...
Key factors - top
Key factors - negatives
The Crawlers!
Quick case studies
VMware Content for all Searchers
Content for Education <ul><li>For initial researchers </li></ul><ul><li>Category ownership </li></ul><ul><li>Broad informa...
 
 
Virtualization has its own directory and multiple sections covering  ‘what, why and who’
Content for Product Space <ul><li>For comparison shoppers </li></ul><ul><li>For familiars of the industry </li></ul><ul><l...
 
Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.
Content for Brand Product Names <ul><li>For serious leads </li></ul><ul><li>For current users (upgrade, cross-sell) </li><...
 
HP Using Competitive Keywords
Goal <ul><li>Appealing content </li></ul><ul><li>Use competitor ’s brands words legally and where relevant </li></ul><ul><...
 
 
 
Consider the visitor <ul><li>Mobile device visitors? </li></ul><ul><li>What % visit from a mobile?  </li></ul><ul><li>How ...
Paid and Organic Search <ul><li>Improve targeting through testing </li></ul><ul><li>Learn how to pay less than your compet...
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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.

Contact http://www.digistraction.net for more information.

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  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • 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 &amp; 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. http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • http://www.digistraction.net
  • Transcript of "Digistraction - How do search engines work - We are an SEO, PPC, Digital PR & Social Media Agency based in London & Brighton"

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

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