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Devising and executing a successful integrated search strategy Nick Garner
  <ul><li>Overview: </li></ul><ul><li>Understanding how potential customers might find you and making sure you’re found </...
Finding & Being found <ul><li>Some concepts:  </li></ul><ul><li>The librarian: 25%        The networker: 10%     The vote ...
Trending topics: Google Trends <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
Trending topics: Twitter Nick Garner | Unibet.com | Future Digital Strategies Summit
The money phrases: adwords keyword finder <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  Niches & 'soft' phrases. <ul><li>Run Adwords </li></ul><ul><li>See where the conversions come from  </li></ul><ul><li>Lo...
 SEO & PPC together – what works Nick Garner | Unibet.com | Future Digital Strategies Summit
Users go on a complex research journey Nick Garner | Unibet.com | Future Digital Strategies Summit
SEO for information (commercial phrases if you can do it)  Nick Garner | Unibet.com | Future Digital Strategies Summit
PPC for commercial: See what converts. Paid  Rich Snippets Images Local Search Nick Garner | Unibet.com | Future Digital S...
 SEO & PPC together:  1+1 = 3 (kind of)  Nick Garner | Unibet.com | Future Digital Strategies Summit
PPC for temporal topics  Nick Garner | Unibet.com | Future Digital Strategies Summit Ads 6 pack News
 SEO & PPC together – IMHO <ul><li>My experience:  </li></ul><ul><li>Great in concept,  </li></ul><ul><li>Rarely as good...
Focusing on linking search with your social media activities  
ZMOT: The 4 buying stages <ul><li>  </li></ul>Brand/ Social Search Cart Reviews Nick Garner | Unibet.com | Future Digital ...
Leverage your brand search: The appalling  <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
Leverage your brand search: Well done <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
Social Proof: Reviews Nicely Done Not so good Nick Garner | Unibet.com | Future Digital Strategies Summit
Social in Search <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
Google+1 brand profile: more to do!  <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities  
<ul><li>THURSDAY, OCTOBER 13, 2011 </li></ul><ul><li>Google Reports Record Earnings! (Charts, Video) *Record revenues, net...
Google Change for freshness  Recent events or hot topics . [occupy oakland protest] [nba lockout] Regularly recurring even...
Google SSL: It started with privacy. It ends with damaging SEO <ul><li>They say: “ As search becomes an increasingly custo...
Thanks!    Nick Garner
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Digital strategies Summit

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A short PPT covering some ideas around integrating PPC and SEO along with the social media that works for brands - social proof (ZMOT)

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Transcript of "Digital strategies Summit"

  1. 1. Devising and executing a successful integrated search strategy Nick Garner
  2. 2.   <ul><li>Overview: </li></ul><ul><li>Understanding how potential customers might find you and making sure you’re found </li></ul><ul><li>Making SEO and PPC work together – what we’ve learned </li></ul><ul><li>Focusing on linking search with your social media activities </li></ul><ul><li>Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  3. 3. Finding & Being found <ul><li>Some concepts:  </li></ul><ul><li>The librarian: 25%        The networker: 10%    The vote winner: 65% </li></ul><ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  4. 4. Trending topics: Google Trends <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  5. 5. Trending topics: Twitter Nick Garner | Unibet.com | Future Digital Strategies Summit
  6. 6. The money phrases: adwords keyword finder <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  7. 7.   Niches & 'soft' phrases. <ul><li>Run Adwords </li></ul><ul><li>See where the conversions come from </li></ul><ul><li>Look at your analytics </li></ul><ul><li>What words have the ‘engagement’ KPI’s? </li></ul><ul><ul><li>Low bounce rates </li></ul></ul><ul><ul><li>Page viewed times in line with read time </li></ul></ul><ul><li>If you have tracking, which words convert? </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  8. 8.  SEO & PPC together – what works Nick Garner | Unibet.com | Future Digital Strategies Summit
  9. 9. Users go on a complex research journey Nick Garner | Unibet.com | Future Digital Strategies Summit
  10. 10. SEO for information (commercial phrases if you can do it)  Nick Garner | Unibet.com | Future Digital Strategies Summit
  11. 11. PPC for commercial: See what converts. Paid Rich Snippets Images Local Search Nick Garner | Unibet.com | Future Digital Strategies Summit
  12. 12.  SEO & PPC together: 1+1 = 3 (kind of) Nick Garner | Unibet.com | Future Digital Strategies Summit
  13. 13. PPC for temporal topics  Nick Garner | Unibet.com | Future Digital Strategies Summit Ads 6 pack News
  14. 14.  SEO & PPC together – IMHO <ul><li>My experience: </li></ul><ul><li>Great in concept, </li></ul><ul><li>Rarely as good in reality. </li></ul><ul><li>If you rank, then test ppc spend, (if you have suitable tracking) </li></ul><ul><li>Why PPC often works (despite the cost) </li></ul><ul><li>You can accurately budget for PPC </li></ul><ul><li>SEO results can be random. </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  15. 15. Focusing on linking search with your social media activities  
  16. 16. ZMOT: The 4 buying stages <ul><li>  </li></ul>Brand/ Social Search Cart Reviews Nick Garner | Unibet.com | Future Digital Strategies Summit
  17. 17. Leverage your brand search: The appalling  <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  18. 18. Leverage your brand search: Well done <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  19. 19. Social Proof: Reviews Nicely Done Not so good Nick Garner | Unibet.com | Future Digital Strategies Summit
  20. 20. Social in Search <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  21. 21. Google+1 brand profile: more to do!  <ul><li>  </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  22. 22. Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities  
  23. 23. <ul><li>THURSDAY, OCTOBER 13, 2011 </li></ul><ul><li>Google Reports Record Earnings! (Charts, Video) *Record revenues, net income, cash flow, EPS* GOOG </li></ul>Google: It’s their website, they can do as they please = More $$$ Nick Garner | Unibet.com | Future Digital Strategies Summit
  24. 24. Google Change for freshness  Recent events or hot topics . [occupy oakland protest] [nba lockout] Regularly recurring events.  Annual conferences like [ICALP] [presidential election]. [NFL scores], [dancing with the stars] results or [exxon earnings] Frequent updates.   [best slr cameras] [subaru impreza reviews] <ul><li>Outcome: If you have a low(ish) authority site with no fresh content, and you are caught up in the 35% of all searches affected by this update, you will not rank. </li></ul><ul><li>Resolution: </li></ul><ul><li>Work on non-temporal phrases </li></ul><ul><li>Build a high authority timely site </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  25. 25. Google SSL: It started with privacy. It ends with damaging SEO <ul><li>They say: “ As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users.” </li></ul>https://www.google.com <ul><li>Adwords referral data passed through </li></ul><ul><li>No natural search referral data </li></ul><ul><li>Google.com now, rollout coming…. </li></ul><ul><li>Affecting up to 20% of all natural search in the US. </li></ul><ul><li>Resolution: </li></ul><ul><li>Use webmaster tools data, integrate with Google Analytics </li></ul><ul><li>Change your expectations on ROI for SEO </li></ul>Nick Garner | Unibet.com | Future Digital Strategies Summit
  26. 26. Thanks!   Nick Garner
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