This document discusses search engine optimization and marketing. It covers organic search results versus paid search results, factors that affect search engine rankings, and basic and advanced SEO strategies. These strategies include link baiting, developing affiliate programs, adding RSS feeds, and using other methods like exposing keyphrases and developing an e-PR strategy. The document also discusses pay-per-click advertising and how to identify audience behavior for PPC campaigns.
Search Engine Optimization (SEO) for Small BusinessesBridget Gibbons
Search Engine Optimization (SEO) for small businesses. This is an introductory presentation which covers the basics of SEO including on-page optimization, blogging, link backs and social media.
Google a publié en août 2014 un guide de prise en main de son réseau social Google Plus.
Il couvre les différentes fonctionnalités offertes par les pages, les profils, les photos, les événements, les hangouts, les chaînes Youtube, mais également les outils de promotion de Google+.
Source du guide : http://services.google.com/fh/files/misc/googleplus-partner-playbook-august-2014.pdf
Engaging potential customers online is more important than ever. This course gives you tools to reach prospects when they Google your product or service, and build an ongoing relationship with them using Social Media. Grow your business using Facebook , Twitter, LinkedIn and blogs. Learn how to leverage social media to drive revenue. We’ll show you how to promote your brand, increase customer engagement, create a community, promote events, reward loyal customers, and have a positive impact on the bottom line. Target the right audience at the right time with search engine optimization (keywords that push you on top of Google results), pay-per-click ads, map optimization, and analytics – so you know what works.
Search Engine Optimization (SEO) for Small BusinessesBridget Gibbons
Search Engine Optimization (SEO) for small businesses. This is an introductory presentation which covers the basics of SEO including on-page optimization, blogging, link backs and social media.
Google a publié en août 2014 un guide de prise en main de son réseau social Google Plus.
Il couvre les différentes fonctionnalités offertes par les pages, les profils, les photos, les événements, les hangouts, les chaînes Youtube, mais également les outils de promotion de Google+.
Source du guide : http://services.google.com/fh/files/misc/googleplus-partner-playbook-august-2014.pdf
Engaging potential customers online is more important than ever. This course gives you tools to reach prospects when they Google your product or service, and build an ongoing relationship with them using Social Media. Grow your business using Facebook , Twitter, LinkedIn and blogs. Learn how to leverage social media to drive revenue. We’ll show you how to promote your brand, increase customer engagement, create a community, promote events, reward loyal customers, and have a positive impact on the bottom line. Target the right audience at the right time with search engine optimization (keywords that push you on top of Google results), pay-per-click ads, map optimization, and analytics – so you know what works.
Integrating Social Media with your Marketing StrategyJulie Gomoll
Social Media doesn't stand alone. Your strategy should integrate it with traditional marketing efforts.
Presentation includes social & traditional marketing efforts, a social media ecosystem, and a case study.
Social Media Engagement - ATME Conference Chicago - June 2012jennstafford
Jennifer Stafford, HomeAway Social Media Manager, presented case studies on social media engagement with your travel brand at the Association of Travel Marketing Executives (ATME) conference in Chicago on June 27, 2012.
Protocols for establishing and managing social media. Looks at Social media brand voice: the personality, character, lexicon, and message intent; Social channels best use and strategy tips; Content structure, addressing primary audience focus and content composition; Image and graphic use, providing size dimensions for each social channel; Copyright practices and disclaimers; The approval process from contribution, word crafting and scheduling, editing and review, and posting and distribution; and Staff responsibilities.
Digital Forecast: Bringing 2012 Digital Marketing Trends Into FocusLEAP
The Mayans thought 2012 was the end of the world. Will 2012 be the death of SEO? That’s just one of the predictions for the near future covered in this fifth installment of The Power of Digital marketing series, presented by LeapFrog Interactive and Business First.
Learn blogging best practices - subject headers that stand out, using words that get noticed, and more. You'll leave with a better understanding of how to get as much mileage out of your online words as possible.
Digital Assets Optimization Massimo Burgio SEMstandard 2010 Warsaw PolandMassimo Burgio
A presentation about Digital assets Optimization (or DAO, or Social Media Optimization - SMO) that I put together for the recent SEMstandard 2010 Conference in Warsaw, Poland http://www.internetstandard.pl/konferencje/semstandard2010/
After a introduction on Social Media and Social Media Optimization, and the analysis of the Google SERP with Google Universal, the special focus of this presentation is on "HOW TO OPTIMIZE" Videos, RSS feeds and Google Maps for a better performance on both search engine results and social media networks. Featuring also the now classic SEO Detox Clinic, the 12-step program to get out of SEO and into SMO!!!
For more presentations, news and agency services for Social Media Marketing, visit the Global Search Interactive website and blog at http://www.globalsearchinteractive.net
his Slide of seo will guide you about off page seo techniques with the purpose to get higher ranking in Google Search Engine.Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).
Unlike On- page SEO, Off-page SEO refers to activities you can perform outside the boundaries of your website. The most important are:
· Link Building
· Social Media Marketing
· Social bookmarking
Surf Steps key activity was to develop a more engaging and mobile friendly website, to make sure it was SEO optimised, and to ensure that social media activity focused in the right direction. The projected helped them to assess social media impact v awareness raising and highlight key next steps around customer engagement and user generated content.
Castlepoint Shopping Park wanted to move further into the fashion market and be known as a fashion destination to their customer. One of the key objectives to achieve this was to create a personality for the centre and in doing so enhance and show this through their digital marketing. Castlepoint were active in most elements of on-line marketing but required more focus on social media, in particular Facebook and Twitter. Customer relationship management was a critical element to their overall marketing strategy for 2013.
Integrating Social Media with your Marketing StrategyJulie Gomoll
Social Media doesn't stand alone. Your strategy should integrate it with traditional marketing efforts.
Presentation includes social & traditional marketing efforts, a social media ecosystem, and a case study.
Social Media Engagement - ATME Conference Chicago - June 2012jennstafford
Jennifer Stafford, HomeAway Social Media Manager, presented case studies on social media engagement with your travel brand at the Association of Travel Marketing Executives (ATME) conference in Chicago on June 27, 2012.
Protocols for establishing and managing social media. Looks at Social media brand voice: the personality, character, lexicon, and message intent; Social channels best use and strategy tips; Content structure, addressing primary audience focus and content composition; Image and graphic use, providing size dimensions for each social channel; Copyright practices and disclaimers; The approval process from contribution, word crafting and scheduling, editing and review, and posting and distribution; and Staff responsibilities.
Digital Forecast: Bringing 2012 Digital Marketing Trends Into FocusLEAP
The Mayans thought 2012 was the end of the world. Will 2012 be the death of SEO? That’s just one of the predictions for the near future covered in this fifth installment of The Power of Digital marketing series, presented by LeapFrog Interactive and Business First.
Learn blogging best practices - subject headers that stand out, using words that get noticed, and more. You'll leave with a better understanding of how to get as much mileage out of your online words as possible.
Digital Assets Optimization Massimo Burgio SEMstandard 2010 Warsaw PolandMassimo Burgio
A presentation about Digital assets Optimization (or DAO, or Social Media Optimization - SMO) that I put together for the recent SEMstandard 2010 Conference in Warsaw, Poland http://www.internetstandard.pl/konferencje/semstandard2010/
After a introduction on Social Media and Social Media Optimization, and the analysis of the Google SERP with Google Universal, the special focus of this presentation is on "HOW TO OPTIMIZE" Videos, RSS feeds and Google Maps for a better performance on both search engine results and social media networks. Featuring also the now classic SEO Detox Clinic, the 12-step program to get out of SEO and into SMO!!!
For more presentations, news and agency services for Social Media Marketing, visit the Global Search Interactive website and blog at http://www.globalsearchinteractive.net
his Slide of seo will guide you about off page seo techniques with the purpose to get higher ranking in Google Search Engine.Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).
Unlike On- page SEO, Off-page SEO refers to activities you can perform outside the boundaries of your website. The most important are:
· Link Building
· Social Media Marketing
· Social bookmarking
Surf Steps key activity was to develop a more engaging and mobile friendly website, to make sure it was SEO optimised, and to ensure that social media activity focused in the right direction. The projected helped them to assess social media impact v awareness raising and highlight key next steps around customer engagement and user generated content.
Castlepoint Shopping Park wanted to move further into the fashion market and be known as a fashion destination to their customer. One of the key objectives to achieve this was to create a personality for the centre and in doing so enhance and show this through their digital marketing. Castlepoint were active in most elements of on-line marketing but required more focus on social media, in particular Facebook and Twitter. Customer relationship management was a critical element to their overall marketing strategy for 2013.
New Forest Activities were active in all elements of on-line marketing, but felt that their approach was too general with no real targeting of certain demographics or groups. The main areas they wanted improvement were around the children's parties and team building sectors. They wanted to experiment with some story based testimonials, using social media and blogs to produce content and give depth to each area of the site. Alongside this it was important to ensure that potential clients were able to quickly find the information they needed, whilst develop trust in our brand. Measurement would be way of tracking our contact page conversions (leads) from the specific contact forms within these sections of the website.
Remedy Oak Golf Club is an exclusive golf club founded in 2006 with a membership ceiling of just 400. Since opening the club has adopted a subtle marketing strategy choosing primarily to advertise in lifestyle and golf related publications. In 2012 the directors commissioned a new website for the club, wanting to replace the current site (which was 6 years old and had become outdated and ineffective,) with a unique site that would stand out from the clubs competitors. They also wanted to create and develop a presence on selected social media sites to enable them to engage and inform both current and potential customers of goings on at Remedy Oak and use the platforms as a way of gaining feedback from customers regarding their experiences at the club.
Link building is Not dead yet, but yes it is changed now. You have to be smarter than past and work accordingly the Google guide lines.
I hope this guide is going to help you.
This SEO Insights paper provides a high level overview of the parameters that make up Google's organic search algorithm. We also explain two of Google's largest algorithm updates + refreshes and how they impact search results. Visit additional insights and case studies from Levelwing: http://ow.ly/dM4KF
The SEO Recommendations that Really MatterDavid Clemen
Actionable recommendations and tips that maximize your investment of time and money in SEO optimization.
We take some time to go through the history of search engines and how they work. With that foundation we go through specific tactics that we have seen be productive from over a decade of SEO experience.
What is off page seo and some of it's techniques. Also includes Blackhat SEO and relation with off page seo. Techniques like social media, link building methods, book marking, etc.,
Invited lecture and workshop on the use of the Google Online Marketing Challenge for teaching online marketing. Audience consisted of teachers from all over Austria who teach courses on tourism-related subjects.
Brochure to promote invited lecture at University of Ulster Business School on 18th November 2014. The lecture was given to MBA students and members of the Chartered Management Institute.
A presentation made to a Danish delegation comprising policy makers and practitioners. The theme for their visit was the "learning journey" and "be inspired by best practice" and it focused on Dorset's Jurassic Coast, traditional ports and resorts, and the New Forest National Park. The PI presented on how Digital Destinations contributed to destination development and marketing.
Highcliffe Castle views social media as being critical to the future of business. We saw the Digital Destinations project as a way of providing an insight which could improve our marketing, assist in understanding the media and produce a manageable e-marketing strategy. As a result in our participation we have provided information and coaching sessions with other staff and volunteers, empowering and enabling them to learn, contribute and support the marketing of Highcliffe Castle
Index Communications Meeting Services: the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning opportunities to the benefit of our Clients. Also, to increase a provide a positive profile within social media domains, securing further referrals which will result in repeat business. Through our involvement in this programme Index Communications has benefited in receiving a fresh input, away from Company day to day pressures, from the University Team and our co-horts which has assisted in identifying areas of development for our future sustainability.
Julia’s House; at the start of the Digital Destinations project at a stage with our social media where we needed to look at what development needed to be undertaken. The programme made us allocate time to evaluate what we were doing and to how to move forward. Also, it provided the platform to share experiences and to learn from organisations that were ahead of us in this field which was a very valuable opportunity for us as we often felt we were working in isolation. So, a key benefit of this programme for us was the opportunity to learn from others and to test our ideas with a broad group of people. It was nice also, as a small charity, to share what we have learned and to see if commercial enterprises have experienced similar.
Jurassic Jaunts: for us Digital Destinations has accommodated our wish to have a platform for shared experiences, best practice planning plus, enhanced communications and networking opportunities with local organisations. At the start of the project we were content with our web site. Our Twitter coverage was achieving a good number of followers and our Search Engine Optimisation was very positive but we realised that we needed to look further at Facebook and other options which have been discussed fully during the Seminars. We now feel in a more informed position to make decisions relating to the progression of our social media.
Kingston Mauward identified the need to improve data capture and to get to know who customers are; to engage through social media and to improve information on the website. The business used on-line and off-line techniques to increase customer engagement – from e-news updates to ‘feedback’ trees in the attraction – and made connections between each via social media. A clearer understanding of customers meant Kingston Mauward was better able to identify routes for communication.
Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.
The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders. Through participating in the Digital Destination programme other ways to manage an efficient Customer Relationship Management system through use of social media have been accessed and applied successfully.
Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.
PDSW were focused on including their digital marketing strategy as part of their overall marketing strategy. This meant that their on-line activity would be integrated with all marketing and communication activity, to create more impact and make for more effective measurement.
Pioneer Expeditions utilised many elements of online marketing but felt they were being left behind especially with regard to social media. Digital Destinations provided a great basis of the tools available to them, as well as some interesting insights and ideas for future improvements to both their website and engaging with their clients. They made some specific improvements to their email newsletter including giving more tips and useful information about travel in general and more opportunities for clients to interact with them.
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Search engine-marketing
1. Search engine marke-ng
Understanding search engines and marke0ng to them.
www.bournemouth.ac.uk
2. What you need to remember
Google considers ‘links’ a sign of trust.
All natural SEO strategies are based around the
idea of increasing the number of external links
Op0mised pages perform be@er in Pay Per Click
(PPC) campaigns
cost of the keywords will be less
adverts will rank higher
be@er click through‐rate.
www.bournemouth.ac.uk
2
3. Organic vs. PPC
Two types of results generated by search engines.
Organic ‐ these are results from all pages indexed
free!
users are 60‐80% more likely to click on an organic result,
than a PPC
more space to communicate your message.
(see controlling how your brand is found)
Pay Per Click (PPC) ‐ these are results from
adver0sers who have paid to appear
target by ‘keyword’
integrate into campaigns
give immediate results.
www.bournemouth.ac.uk
3
5. Organic user behaviour
Tip:
90% of users do
not go beyond the
first page.
User most likely to click
first three results
The likelihood that user
will click on a link drops
by 15% per result
www.bournemouth.ac.uk
5
6. Factors affec-ng ranking
There are ‘thought’ to be over two hundred factors, which
affect ranking in Google
Tip:
Google, doesn’t just consider structural factors:
Find out your page
rank, download the
Google Toolbar.
site layout
page content
links.
It also considers behavioural as well:
Further reading:
h@p://
click‐through rates
www.seomoz.org/
ar0cle/search‐ranking‐
Google/browser bookmarking.
factors/
Creates a quality score or ‘page rank’
low page rank = low perceived quality by Google
pages should have a consistent rank through‐out.
PageRank
1 ‐ 10
www.bournemouth.ac.uk
6
8. The Good news
You can get good search results by following the
basics.
Incorporated into the 2008 Quality Review
help to improve the number of people visi0ng the site
raising the profile of our offer.
www.bournemouth.ac.uk
8
9. The Bad news
90% of users do not go beyond the first results
page.
Users tend to click the first three links result.
Search Engine Op0misa0on is difficult.
www.bournemouth.ac.uk
9
10. Controlling how your brand is found
Google, allows you to control how your brand is
found in three ways:
1. Title tag
2. Site descrip0on, controlled by the sites meta‐descrip0on,
and/or your dmoz lis0ng*
3. Site links, controlled using Google’s Webmaster tools.
Title tag
Site
descrip0on
Site links
*site links are Google’s recogni0on of brand!
www.bournemouth.ac.uk
10
11. Tips: For controlling your results
Title tag ‐ make sure its your school name.
meta descrip0on ‐ describes what you do.
Site links ‐ reflect your key goals.
Consider buying your school name ‐ This is useful
if you are running a campaign, you can then link
directly to the campaign page and users will not
have navigate through your site.
www.bournemouth.ac.uk
11
12. Basic SEO strategies
Flat hierarchical structure
Expose as many pages as possible.
Pages should be part of site structure, not stand alone.
Quality/Seman0cs of mark‐up
Use of 0tle tag
Correct use of heading, paragraph and other tags.
URLs
Use text links, rather than image links
URLs generated are meaningful and related to the document
Database should generate clean urls
Links need to be present for at least one year.
About relevance of document
Not about keywords, keyphrases
density of keyphrases
concentrate on what phrases users will search on
think what would be the primary, secondary and ter0ary phrase searched for
Google understands synonyms.
www.bournemouth.ac.uk
12
13. Tips: Web authors and Basic SEO techniques
URL, reflects the 0tle and heading.
HTML validates and is seman0cally correct.
your copy use keyphrases users would search for.
your page is part of the sites naviga0on.
Your site uses a flat folder structure.
your page contains internal/external links, with
meaningful link text.
www.bournemouth.ac.uk
13
15. 1. Link bait
Google treats links as signs of trust
Measures internal links, as well as external links.
Link bate
Further reading:
h@p://
The “idea of creating a lot of natural links” - Washington Post.
www.washingtonpost.co
m/wp‐dyn/content/
Possible examples of link bait
ar0cle/2006/04/26/
AR2006042602441.html
Free content e.g. example tutorials from the Media School on how to use video editing
software to create effects.
Research blogs from leading academics in their field, for example wordpress
Sample podcasts on lecturers about interesting or challenging subjects
Useful and/or helpful information about starting university and how to prepare
Virtual tour of BU, Bournemouth & Poole.
Social bookmarking
Will increase number of external links
Will raise the profile of the content on social bookmarking sites, e.g. Del.icious, Digg,
Stumble Upon
increase click-through
increase user bookmarks.
Example: www.soton.ac.uk
www.bournemouth.ac.uk
15
16. Recommenda-ons for BU
Add social bookmarking to new templates.
Develop a link strategy
specify how links are name
who to link to
encourage exis0ng site to link to BU.
Develop a content strategy
iden0fy sources of exis0ng for promo0on
iden0fy sources of new content for promo0on.
Iden0fy methods of distribu0on
Encourage deep‐linking, when a page moves use
a 301 re‐direct.
www.bournemouth.ac.uk
16
17. 2. Affliates
Setup an affiliate programme
Banner ads, which link directly through to BU site
Paid Per Ac0on (PPA).
Possible examples of affiliate programme
Interna0onal Recruitment Agent ‐ PPA on basis of
applica0on.
Courses that help you
shine shine Example affiliate adverts
www.bournemouth.ac.uk
17
18. Recommenda-ons for BU
Inves0gate the feasibility of establishing a
University affiliate programme
Run trial programme with trusted partners for
example
Partner Colleges
University Agents
Associated BU websites.
Affiliates receive cash for comple0on of PPA (Paid
Per Ac0on)
For example University Agents are paid for
students who apply online and then go on to
enroll as a student.
www.bournemouth.ac.uk
18
19. 3. Feeds
Set‐up XML feeds
Possible examples of feeds
News
Academic blogs
Courses
Sports results of BU Teams
Student Union Events.
Benefit content is pushed to users
Encourages repeat visits
Bookmarking
Content awareness.
Example: www.soton.ac.uk
www.bournemouth.ac.uk
19
20. Recommenda-ons for BU
Integrated RSS feed technology into Cohort.
Explore different applica0ons for this technology.
www.bournemouth.ac.uk
20
21. 4. Other methods
Expose search keyphrases on homepage.
Tip:
E‐PR
You can monitor
nega0ve PR by
seqng up a
Online press releases seeded with keyphrases
Google Alert
BU research blogs
Media guide to exper0se
Survey & polls
Brand monitoring.
Example: www.soton.ac.uk
www.bournemouth.ac.uk
21
22. Recommenda-ons for BU
Incorporate user searches into homepage,
through the use of Tag clouds.
Develop an E‐PR strategy and iden0fy technology
required to deliver an online Media Centre.
www.bournemouth.ac.uk
22
24. Audience behaviour
Short tail phrases Long tail phrases
simple phrases, most common, most complex phrases, less compe00on, more
compe00on , less intent as buyers intent as buyers
‘Browsing’ ‘Researching’ ‘Comple0ng’
Buying Cycle
Undirected, exploratory Directory goal‐oriented
www.bournemouth.ac.uk
24
25. How to iden-fy PPC audience behaviour
Before you begin a PPC campaign, it is essen0al you work with MarComms
to carry out a keyphrase analysis
Tip:
Iden0fying audience behaviour:
Remember your advert has no
value if it can’t be seen. Make
what language do they search in?
sure that you know your
audience. So your advert has
maximum profile and impact.
what search engine are they most likely to use?
do they search at a par0cular 0me of day? (daypar0ng)
what stage of the buying cycle are they at?
what keyphrases or synonyms do they use?
Useful links
how do the keyphrases or synonyms perform (in terms of search volumes)?
h@p://
what gaps or pa@erns exist in keyphrases or synonyms?
www.davechaffey.com/
seo‐keyword‐tools
For example do users search on loca0on, on type.
www.bournemouth.ac.uk
25
26. How understanding PPC audience behaviour can help
Understanding audience behaviour allows you to:
Target an audience depending on stage of buying cycle/stage of
Tip: informa0on journey
Conversion rates vary,
however, as an industry
anything above 3% is
using short tail keyphrases for ‘larger’ budget or high profile campaigns
good
larger search volumes
exploring what BU types of courses offers for example ‘postgraduate business courses’
at the beginning of the buying cycle.
using long tail keyphrases for ‘smaller’ budget or targeted campaigns.
Useful links
h@p://
Smaller search volumes
www.davechaffey.com/
Commi@ed to a course or specialism, for example ‘MBA with a specialism in finance’
SEO‐Best‐Prac0ce/
Using‐the‐AOL‐data‐
at the end of the buying cycle.
leak‐for‐SEO
Exploit gaps or pa@erns in keyphrases or synonyms that
compe0tors have missed.
Improve campaign performance
increasing click‐through and conversion rates
extending your campaign budget and improving Return On Investment (ROI).
www.bournemouth.ac.uk
26
27. PPC bidding and budge-ng techiques
Highest posi0on is not always the best
Higher posi0ons tend to cost more and convert less
Tip:
As a rule target posi0on 4‐8, they tend to convert be@er
Remember to convert
visitors you need
compelling content with
Use matching types
clear calls to ac0on.
Ultralase
This give you more control where your advert appears.
For example ‘postgraduate courses’ + ‘business’ or ‘computer aided design’
Use nega0ve keywords where appropriate.
Useful links
Use daypar0ng
h@p://news.cnet.com/
2100‐1038‐5190324.ht
Buy your compe0tors name
ml
For example buy the keyword ‘Oxford Brookes’
Improve your quality score
Reduce fees
Increase conversions
Improve your return on investment
www.bournemouth.ac.uk
27
28. Integra-ng offline.
Campaigns don’t have to be online
Can integrate PPC with offline as well
Tip:
Where prospects can
include reference to your brand or specific campaign message
speak to a trained
member of staff
conversion rates
Considering coinciding with ‘daypar0ng’
improve.
to achieve profile and impact
Possible examples could include:
Postgraduate recruitment campaign connected to unique
telephone number
number creates a measurable metric
Take the next step and get a
postgraduate qualifica0on.
Call:
0845 111 111
www.bournemouth.ac.uk
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29. Banner Ads?!?
Typically have a very low conversion rate
Tip:
Individuals are more
individuals tend to ignore images, which appear
likely to click on images
with faces and/or bodily
parts such as the chest
like adverts.
or groin
Shouldn’t be used as a conversion tool
used as a means to increase brand awareness.
Useful links
h@p://www.etre.com/
usability/eyetracking/
Shouldn’t, however, underes0mate there contribu0on
showme/
to conversion.
www.bournemouth.ac.uk
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30. Beyond Google.
Consider other adver0sing opportuni0es, applying
Tip: the same principles of:
Consider using bid
management tools for
managing mul0ple
Iden0fying and understanding user behaviour
Using PPC Biding and budge0ng techniques.
search engine PPC. For
example Atlas Search
Other search engines include:
Baidu ‐ China
Naver – South Korea
Live ‐ Global
Yahoo! – Global
Yandex – Russia
www.bournemouth.ac.uk
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31. Recommenda-ons for BU
Develop PPC strategy
Including a profile of visitor types and behaviour,
keyphrase dic0onary, with informa0on about
keywords and search volumes
English and foreign language version
Trial different types of campaigns on and offline.
Build market intelligence for HE conversion rates.
Experiment with regional search engines
www.bournemouth.ac.uk
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32. Bringing it all together – Effec-ve landing pages
It is about the visitor, not the designer or marketer:
Tip:
Tailor the page to the individual
Most people won’t
convert on their first visit
to a site
Use their language
Answer there ques0ons
Make sure you make clear what the next steps are
Useful links
h@p://
Cross sell products
www.dulux.co.uk/
index.jsp
Remember users do scroll.
Useful links
h@p://www.iabuk.net/
media/images/
Agency.com_Dulux_persona
_case_study_405.pdf
Useful links
h@p://www.davechaffey.com/
Internet‐Marke0ng/C7‐Service‐
Quality/Persuasion‐conversion‐
marke0ng/Effec0ve‐landing‐pages
www.bournemouth.ac.uk
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33. Bringing it all together – Effec-ve PPC & Web analy-cs
Tip:
Google offers A and B
split tes0ng. This tes0ng
will help iden0fy which Pay Per Click
page performs be@er. Advert Visitor
Analyse
advert and Landing
landing page page
Performance
MarComms
PPC/Web
analy0cs
www.bournemouth.ac.uk
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