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SEO & PPC: Time for a fight or a marriage made in heaven?

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Slides from Jayne Reddyhoff's presentation at the Direct Commerce Association Spring Assembly on 22nd March 2018. What are SEO and PPC and how do you use both to grow your business?

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SEO & PPC: Time for a fight or a marriage made in heaven?

  1. 1. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Time for a fight or a marriage made in heaven? How PPC does (& doesn’t) affect organic search results Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff SEO & PPC Jayne Reddyhoff
  2. 2. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED SEO or Search Engine Optimisation The name given to activity that attempts to improve natural search engine rankings Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff Pros Cons Value builds up over time Slower start up Good links will go on being useful Algorithms/rules change Organic more likely to be clicked
  3. 3. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED PPC or pay-per- click A model of digital marketing in which advertisers pay a fee each time one of their ads is clicked Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff Pros Cons Quicker start up Always pay for your traffic Easier to measure Fewer people click on Ads The perfect landing page -> higher conversion rate Faster testing © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED
  4. 4. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED True or False? If you spend a lot of money on PPC, Google will reward you by improving your natural search rankings? Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff It doesn’t matter how much you spend on PPC, it will not affect your natural search rankings © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED
  5. 5. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED there are ways that PPC can INDIRECTLY affect search engine rankings Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff However….
  6. 6. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff So how can PPC affect search engine rankings?
  7. 7. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  8. 8. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Dominate the search results Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  9. 9. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff A virtuous circle © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED
  10. 10. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Searchers who've been previously exposed to a site or brand via an Ad, may be more likely to click on a natural listing next time
  11. 11. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Combat Negative PR/Amplify positive PR Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoffBy US Coast Guard [Public domain], via Wikimedia Commons
  12. 12. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Test organic keywords with PPC Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  13. 13. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Test website copy and layout with PPC Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  14. 14. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Test website copy and layout with PPC Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  15. 15. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff Test images with social media ads
  16. 16. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff Test images with social media ads
  17. 17. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVEDEmail: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff Test images with social media ads
  18. 18. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Marriage made in heaven - yes Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
  19. 19. © 2018 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Email: Jayne@Zanzidigital.co.uk | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk Thank you Jayne Reddyhoff Managing Director Zanzi Digital

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