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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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

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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

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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
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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
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RESERVED

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there are ways
that PPC can
INDIRECTLY affect
search engine
rankings
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff
However….

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So how can PPC affect search engine rankings?

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Dominate the search results
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

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A virtuous circle
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RESERVED

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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

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Combat Negative PR/Amplify
positive PR
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoffBy US Coast Guard [Public domain], via Wikimedia Commons

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Test organic keywords with PPC
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

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Test website copy and layout with PPC
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

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Test website copy and layout with PPC
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

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Test images with social media ads

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Test images with social media ads

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Test images with social media ads

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Marriage made in heaven - yes
Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

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Email: Jayne@Zanzidigital.co.uk | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk
Thank you
Jayne Reddyhoff
Managing Director
Zanzi Digital