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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)

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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  • 1. Devising and executing a successful integrated search strategy Nick Garner
  • 2.  
    • Overview:
    • Understanding how potential customers might find you and making sure you’re found
    • Making SEO and PPC work together – what we’ve learned
    • Focusing on linking search with your social media activities
    • Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 3. Finding & Being found
    • Some concepts: 
    • The librarian: 25%        The networker: 10%    The vote winner: 65%
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 4. Trending topics: Google Trends
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 5. Trending topics: Twitter Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 6. The money phrases: adwords keyword finder
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 7.   Niches & 'soft' phrases.
    • Run Adwords
    • See where the conversions come from
    • Look at your analytics
    • What words have the ‘engagement’ KPI’s?
      • Low bounce rates
      • Page viewed times in line with read time
    • If you have tracking, which words convert?
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 8.  SEO & PPC together – what works Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 9. Users go on a complex research journey Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 10. SEO for information (commercial phrases if you can do it)  Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 11. PPC for commercial: See what converts. Paid Rich Snippets Images Local Search Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 12.  SEO & PPC together: 1+1 = 3 (kind of) Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 13. PPC for temporal topics  Nick Garner | Unibet.com | Future Digital Strategies Summit Ads 6 pack News
  • 14.  SEO & PPC together – IMHO
    • My experience:
    • Great in concept,
    • Rarely as good in reality.
    • If you rank, then test ppc spend, (if you have suitable tracking)
    • Why PPC often works (despite the cost)
    • You can accurately budget for PPC
    • SEO results can be random.
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 15. Focusing on linking search with your social media activities  
  • 16. ZMOT: The 4 buying stages
    •  
    Brand/ Social Search Cart Reviews Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 17. Leverage your brand search: The appalling 
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 18. Leverage your brand search: Well done
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 19. Social Proof: Reviews Nicely Done Not so good Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 20. Social in Search
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 21. Google+1 brand profile: more to do! 
    •  
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 22. Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities  
  • 23.
    • THURSDAY, OCTOBER 13, 2011
    • Google Reports Record Earnings! (Charts, Video) *Record revenues, net income, cash flow, EPS* GOOG
    Google: It’s their website, they can do as they please = More $$$ Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 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]
    • 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.
    • Resolution:
    • Work on non-temporal phrases
    • Build a high authority timely site
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 25. Google SSL: It started with privacy. It ends with damaging SEO
    • 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.”
    https://www.google.com
    • Adwords referral data passed through
    • No natural search referral data
    • Google.com now, rollout coming….
    • Affecting up to 20% of all natural search in the US.
    • Resolution:
    • Use webmaster tools data, integrate with Google Analytics
    • Change your expectations on ROI for SEO
    Nick Garner | Unibet.com | Future Digital Strategies Summit
  • 26. Thanks!   Nick Garner