SEO and PPCBy 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

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 speed

CSS/JavaScript

Use of Flash

Broken 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 links

Body copy

Metadata

Link anchor text

Image optimisation

Headings

Emphasised 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 Account

Industry terms

Industry term 1

Geographically Targeted

Location 1 Location 2

Product range

Product 1

Competitors

Competitor 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