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Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
Digital strategies Summit
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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)

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

  • 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

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