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A short PPT covering some ideas around integrating PPC and SEO along with the social media that works for brands - social proof (ZMOT)
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Devising and executing a successful integrated
search strategy
Nick Garner
Overview:
•Understanding how potential customers might find you and making sure you’re found•Making SEO and PPC work together – what we’ve learned•Focusing on linking search with your social media activities•Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities
Nick Garner | Unibet.com | Future Digital Strategies Summit 2
Finding & Being found
Some concepts: The librarian: 25% The networker: 10% The vote winner: 65%
Nick Garner | Unibet.com | Future Digital Strategies Summit 3
Trending topics: Google Trends
Nick Garner | Unibet.com | Future Digital Strategies Summit 4
Trending topics: Twitter
Nick Garner | Unibet.com | Future Digital Strategies Summit 5
The money phrases: adwords keyword finder
Nick Garner | Unibet.com | Future Digital Strategies Summit 6
Niches & 'soft' phrases.
Run Adwords•See where the conversions come from
Look at your analytics•What words have the ‘engagement’ KPI’s?
– Low bounce rates– Page viewed times in line with read time
•If you have tracking, which words convert?
Nick Garner | Unibet.com | Future Digital Strategies Summit 7
SEO & PPC together – what works
Nick Garner | Unibet.com | Future Digital Strategies Summit 8
Users go on a complex research journey
Nick Garner | Unibet.com | Future Digital Strategies Summit 9
SEO for information (commercial phrases if you can do it)
Nick Garner | Unibet.com | Future Digital Strategies Summit 10
PPC for commercial: See what converts.
Paid
Rich Snippets
Images
Local Search
Nick Garner | Unibet.com | Future Digital Strategies Summit 11
SEO & PPC together: 1+1 = 3 (kind of)
Nick Garner | Unibet.com | Future Digital Strategies Summit 12
PPC for temporal topics
Ads
6 pack
News
Nick Garner | Unibet.com | Future Digital Strategies Summit 13
SEO & PPC together – IMHO
My experience: •Great in concept, •Rarely as good in reality.
If you rank, then test ppc spend, (if you have suitable tracking)
Why PPC often works (despite the cost)•You can accurately budget for PPC •SEO results can be random.
Nick Garner | Unibet.com | Future Digital Strategies Summit 14
Focusing on linking search with your social media activities
ZMOT: The 4 buying stages
Brand/ Social
Search Cart Reviews
Nick Garner | Unibet.com | Future Digital Strategies Summit 16
Leverage your brand search: The appalling
Nick Garner | Unibet.com | Future Digital Strategies Summit 17
Leverage your brand search: Well done
Nick Garner | Unibet.com | Future Digital Strategies Summit 18
Social Proof: Reviews
Nicely Done Not so good
Nick Garner | Unibet.com | Future Digital Strategies Summit 19
Social in Search
Nick Garner | Unibet.com | Future Digital Strategies Summit 20
Google+1 brand profile: more to do!
Nick Garner | Unibet.com | Future Digital Strategies Summit 21
Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities
THURSDAY, OCTOBER 13, 2011
Google Reports Record Earnings! (Charts, Video) *Record revenues, net income, cash flow, EPS* GOOG
Google: It’s their website, they can do as they please = More $$$
Nick Garner | Unibet.com | Future Digital Strategies Summit 23
Google Change for freshness
Recent events or hot topics. [occupy oakland protest] [nba lockout]
Regularly recurring events. Annual conferences like [ICALP] [presidential election]. [NFL scores], [dancing with the stars] results or [exxon earnings]
Frequent updates. [best slr cameras] [subaru impreza reviews]
Outcome: If you have a low(ish) authority site with no fresh content, and you are caught up in the 35% of all searches affected by this update, you will not rank.
Resolution: •Work on non-temporal phrases•Build a high authority timely site
Nick Garner | Unibet.com | Future Digital Strategies Summit 24
Google SSL: It started with privacy. It ends with damaging SEO
They say: “As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users.”
https://www.google.com
• Adwords referral data passed through• No natural search referral data• Google.com now, rollout coming….• Affecting up to 20% of all natural search in the US.
Resolution: Use webmaster tools data, integrate with Google AnalyticsChange your expectations on ROI for SEO
Nick Garner | Unibet.com | Future Digital Strategies Summit 25
Thanks!
Nick Garner