Search Engine Marketing
with Richard Conway
commerical in confidence
Where is everybody?
Organic Vs Paid
Patronising American Video
Search Engine Share – New Zealand
Search Engine Optimisation Basics
2 aspects of high quality SEO
On-page optimisation
Off-page optimisation
Meta Title Tag
Meta Title Tag
Meta Title Tag
Parameters
Unique for every page on the website
Relevant to the page that the title tag
relates to
Approximately 55 characters or less
Given weight left to right
Meta Description Tag
Meta Description Tag
Parameters
Unique for every page on the website
Relevant to the page that the
description tag relates to
156 characters or less
Call to action
Marketing Association
Title Tag
Natural URL Heading Tag
Optimised ContentAlt Tag
No Meta Description Tag
On Page SEO – Keyword Research
Off Page SEO – Links
AdWords
Pros
Page 1 of Google overnight
Turn it on / off at the click of a button
Defined budget
Very targeted – Location, time,
demographic
AdWords
Cons
Does not affect organic ranking
You have to keep paying to appear
Auction system – costs increase
A lot of customers ignore paid ads
AdWords - Display
AdWords - Remarketing
AdWords – Bot Fraud
Pimp Your AdWords
Content Marketing
Into The Future
Wearable Computing
Mobile
Nearly 1 on 2 searches in New Zealand is
through a mobile device.
Google Fibre
Google had a 20% drop in revenue when the Google
homepage was 0.5s slower to load
Top Four Takeaways
Get your Meta data right
Find relevant keywords
Pimp your AdWords
Make your content count
Do you have the attention of your audience?
0800 SEARCH