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

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

Published in: Technology, Business
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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 & 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

    • 1. How SEO & PPC Work. SEO, Paid Search, Social Media & Digital PR Specialists. http://www.digistraction.net
    • 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 <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>
    • 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 <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
    • 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>
    • 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>
    • 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>
    • 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 <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>
    • 18.  
    • 19.  
    • 20. Virtualization has its own directory and multiple sections covering ‘what, why and who’
    • 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>
    • 22.  
    • 23. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.
    • 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>
    • 25.  
    • 26. HP Using Competitive Keywords
    • 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>
    • 28.  
    • 29.  
    • 30.  
    • 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>
    • 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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