...some focus on SEM and CRO

1. 7

2. Pay Per Click (PPC) is about paid for or ‘sponsored’ results … this
also works in the same way as Display ads
CRO …conversion rate optimisation… relates to the experience and
actions on the site that lead to the desired action

4. we can relate this to the RACE model…
SmartInsights, 2017

6. the description should be interesting and informative

8. Develop an XML sitemap file that can be submitted directly to google
…have a good, useful 404 page!

10. Make sure it’s easy to ready, organised, on topic, up to date…

21. …highly relevant to what has been clicked on
These adverts should link back to specially created landing pages…

24. Is it cognitive, affective or conative…
…and how can we get the desired action?

26. …but we’ll keep it simple!

30. http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2012

33. http://marketingland.com/wp-content/ml-
loads/2012/01/concurrent_live_tests-1.png 2017
http://www.zippycart.com/infographics/how-sales-messaging-affects-
conversion-rates.html 2017
http://www.wordstream.com/articles/google-statistics, 2017
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.g
oogle.co.uk/en/uk/webmasters/docs/search-engine-optimization-starter-
guide.pdf 2017
www.smartinsights.com 2017
Moz, 2017
Kissmetrics, 2017
C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by
social technologies. Boston: Harvard Business School Press.