This document provides guidance on getting the most out of an SEO and PPC budget. It recommends choosing WordPress as a website platform for its SEO benefits. It suggests using free 30-day trials of SEO tools like Moz and Ahrefs to analyze keywords, backlinks, and track rankings. For small budgets, it advises focusing on on-page SEO basics like keyword research, creating optimized content, and building relevant links. The document also outlines PPC basics like keyword research, creating landing pages, writing compelling ads, and optimizing campaigns. Continuous optimization of content, competitors, and conversions is key to improving SEO and PPC results over time.

1. How To Get The Most Out of Your
SEO and PPC Budget
Click-CHING!

2. Feb 24, 2015
Thank you for being here today!
Portsmouth, NH
Presenter:
Dave Currier
SEO/PPC Manager, @vital_design.
Dave Currier
@vital_dave

3. 1 Your Website Platform
2 Tools and Trials
3 SEO Basics
4 PPC Basics
5 Optimization
6 Q&A
CONTENT
overview
2

4. Budgets
Budget Ranges I’ll be touching on
$500 +/Mo
Some
Funding/Marketing
Budget
$
$0 - $500/Mo
Small “Do-It-Yourself”
Startups
$
3

5. The platform you choose for your website
MATTERS. Choose WordPress.
Your Website
Platform

6. WordPress
for great SEO
If you’re doing
your own SEO,
there’s no excuse
to NOT be using
WordPress.

7. ENVATO
• $40 average theme cost
• Most themes have great
support
• Up and running in minutes

8. WordPress Highlights
Ease of Use – Anyone on
your team can publish
content on a WordPress
site which means your
whole team can contribute
to your inbound marketing
strategy.
SEO – Most SEO best
practices are built into the
core of WordPress, and the
WordPress SEO plugin
further extends SEO
capabilities.
Plugins – Just about
anything you want to do can
be accomplished with a
plugin. Galleries, signup
forms, analytics, A/B
testing, etc
Security – WordPress
security plugins make it one
the most secure products
out there. If there’s an
issue, it gets fixed quickly.
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9. Choosing the right tools for the job.
Tools and Trials

10. SEO Tools
w/Trials
Moz – 30 day
• Keyword ranking
• Site crawls
• SEO analysis tools
Advanced Web Ranking – 30 Day
• Keyword ranking
• Site crawls
• SEO analysis tools
Advanced Web Ranking Cloud – 30 Day
• Keyword ranking
• Site crawls
• SEO analysis tools
HubSpot – 30 Day
• Keyword ranking
• Site crawls
• SEO analysis tools

11. Unitedsince 1928
Moz Analytics
Lets you track keywords, makes sure your site adheres to the latest SEO best Practices, gives you
competitor insight and allows you to use the most comprehensive backlink database in existence.
Best Bang For Your Buck
Which Software Should You Pay For?

12. Unitedsince 1928

13. Unitedsince 1928

14. Unitedsince 1928

15. Save money and do the SEO yourself.
SEO Basics

16. 1 Keyword Research – Target the right words and
phrases to drive traffic
2 Create Content – Write new pages that target your
Your keywords and answer user queries.
3 Build Links To Content – Guest blogging, skyscraping,
Reaching out to webmasters, and social sharing.
4 Measure Success – Use analytics and other software to
Track your SEO success. Make improvements as necessary.
The roadmap to a successful strategy is fairly
simple
15

17. How to Find Keywords
Google Keyword Planner

18. How to Find Keywords
Google Search Suggest

19. How to Find Keywords
Use screaming frog on competitor sites.

20. Hit These Main On-Page Attributes S
Use Moz’s on-page grader
Moz will tell you what you need to improve.

21. Pay-Per-Click Gives You a Competitive Edge
From Day 1
PPC Basics

22. 1
Keyword Research – Use the same keyword list as your SEO.
Use Google’s suggested ad groups and use modified broad match or
Phrase match types.
2 Create Landing Pages – Make sure that each ad group has its
Own landing page.
3 Write Compelling Ads – Write at least 3 ads per ad group –
At least 1 should use dynamic keyword insertion.
4
Maximize Your Budget – Run your campaign for a few days and
Shut off poorly performing ad groups. Run a top vs other report and
Increase bids where it will improve CTR.
Basic PPC Campaign Setup
21

23. 1 Match Types – Use broad match modifier to get the highest quality
Score, which brings your CPC down and ranks your ad higher.
2 Increase Bids – Make sure to increase bids anywhere you have
A high “top vs other” CTR.
3 Go for 2% – Your CTR should be around 2% (or higher). Shut off
Ad groups not performing at this level.
4 Campaign Type Matters – Use Search “all features”
Pro Tips
22

24. Incremental Improvements
Campaign
Optimization

25. Optimization Plays a Critical Role
Keyword
Research
Build
Content
Build LinksAnalyze
Optimize
24

26. 1 Review Analytics – Create new content, move content around,
Try new user experiences out. Apply what’s working across your site.
2 Re-evaluate Competitors – How do you stack up? Have they
changed their strategy? Find ways to compete at their level.
3 Review Conversions – Are you getting any specific feedback?
Are your customers asking questions you could be answering with
content?
How to Optimize
25

27. Questions?