...an introduction to search engine marketing

1. 2

2. Pay Per Click (PPC) is about paid for or ‘sponsored’ results … this
also works in the same way as Display ads

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…

18. Control the indexing…

21. Backlinks…

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

27. 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 2018
Moz, 2018
Kissmetrics, 2018
Google, 2018
C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by
social technologies. Boston: Harvard Business School Press.