SEO and PPC By Katrina Gallagher

Sponsored results Bid for position Pay every time a user clicks on your advert PPC Increase your chances of being listed using SEO techniques Standard organic results Another opportunity if you offer products Shopping results Achieve listings using image and video optimisation Media results Standard organic results PPC Shopping results Media results Search Engine Results

You can affect standard organic, media and shopping results Takes time for results of the work to take effect Gradual process of improvement Requires ongoing work Residual benefit will be seen even when your budget has stopped. SEO After setup, results are almost instant Requires management to ensure budget is not wasted Once budget has stopped, results also stop PPC SEO versus PPC

SEO On-Site Code Severe problems may mean search engine spiders can’t index, interpret and list the content in the search engine results pages. Content With a limited amount of content, there is a limited range of terms your site can rank for. With poorly targeted content, you may rank for ineffective terms. Off-Site Connections Without links to your pages, the search engines will not find the content. With poor quality links, the site may be subject to search engine results penalties. Poor anchor text reduces the effectiveness of links in terms of keyword rankings. SEO: Breakdown

Technical Analysis Keyword Research On-site Optimisation Develop Content Develop relationships Monitor Results SEO: Process

Technical Analysis Site speedCSS/JavaScriptUse of FlashBroken links Url Canonicalization Duplicate content Keyword Research Brainstorm keyword topics Review search volume, competition and relevance Define keyword sets Map to site structure On-site Optimisation Internal linksBody copyMetadataLink anchor text Image optimisation HeadingsEmphasised text Develop Content Optimise existing content Determine new content required Schedule regular updates Respond to commentary Develop relationships Determine target sites Local listings Social media profiles Guest blogs Respond to external mentions Monitor Results Review conversion rate for terms Review conversion rate for landing pages Review rankings v traffic volume Monitor external mentions Review keyword targets SEO: Example tasks

Reasons : Low barrier to entry - competitors strive to improve their rankings Search engine algorithms keep changing to give the user the most relevant results User behaviour changes – The way we search has developed over time New trends & developments in the media, your industry and your product range SEO: It’s not a ‘one off’ effort

Competitor research Keyword Research Develop campaign structure Create adverts to test Landing page development Conversion tracking Monitor Results PPC: Process

PPC: Structure Ad Group Campaign Account Industry terms Industry term 1 Geographically Targeted Location 1Location 2Product rangeProduct 1CompetitorsCompetitor 1

PPC : Make the most of it Add store locations – increases relevance to local users & adds prominence Local Checkout button can increase click through rate Google Checkout Direct links to products Additional product boxes add prominence Shopping Alternative entry points More prominence Site links