Download - The Joy of Search
The Joy of Search
Pay per Click and Search Engine Optimisation
Tim Barlow – Attacat Internet Marketing
Keyword Research
• It’s about 100’s, 1000’s or even 10,000’s of phrases• It’s very easy to leave a large chunk of potential
business on the table.
Your Keyword Universe
• Descriptive terms – e.g. Showers• Brands – e.g. Mira• Adjectives e.g. Cheap Showers• Geography – e.g. Glasgow Shower Shop• Misspellings – e.g. Mirar• Use of – e.g. Shower fitting• Related – e.g. bathroom mould
AdWords Keyword Too
l
What
The Process
Et Voila!
Advertiser Max Bid
Advertiser A £1.00
Advertiser B £0.50
Advertiser C £0.25
How Adverts Are Ranked
How Adverts Are Ranked
Max Bid x Quality ScoreWhilst a simplification, assume Quality Score to equal Click Through Ratio
Advertiser Max Bid CTR Rank Score
Advertiser A £1.00 1.0% (£1.00 x 1%)
Advertiser B £0.50 3.0% (£0.50 x 3%)
Advertiser C £0.25 2.0% (£0.25 x 2%)
How Adverts Are Ranked
• AdWords rewards relevancy• Can pay less than your competitor for a higher
position
Advertiser Max Bid CTR Rank Score Position
Advertiser A £1.00 1.0% 0.010 (£1.00 x 1%) 2
Advertiser B £0.50 3.0% 0.015 (£0.50 x 3%) 1
Advertiser C £0.25 2.0% 0.005 (£0.25 x 2%) 3
x
What
SEO is Easy
Because all you have to do is:• Create a good site• Include the phrases that you want to be found for
within the copy of your website• Get lots of relevant sites to link to you• Get users engaging with your site
SEO is Flippin’ Difficult
Because you have to:• Create a good site• Include the phrases that you want to be found for
within the copy of your website• Get lots of relevant sites to link to you• Get users engaging with your site
alt=“Mr Cheesey Logo”
alt=“Farmhouse Parmesan Cheese”
SEO is Flippin’ Difficult
Because you have to:• Create a good site• Include the phrases that you want to be found for
within the copy of your website• Get lots of relevant sites to link to you• Get users engaging with your site
SEO is Flippin’ Difficult
Because you have to:• Create a good site• Include the phrases that you want to be found for
within the copy of your website• Get lots of relevant sites to link to you• Get users engaging with your site
DIY? Or leave it to the “experts”?
CEO, designers, hr department,
developers, copy writers,
R&D, marketing department,
management team, customer service department, sales
department, corporate comms, operations, it department
Consider External Resource When...
• Doing keyword research• Drawing up marketing plans• Starting to plan new website or upgrade• You run out of creative ideas• Things just don’t get done
Closing Comments
• Are you really No.1?• PPC: a great starting point. There’s room for
improvement• SEO: An opportunity that needs to go to the heart of
your organisation• It isn’t black art and steer clear of anyone who tells
you otherwise
P.S. Love internet marketing? Attacat are recruiting.