DPOMDP Online Marketing Ltd

2010 - TV leads the way

2014: Digital Surges Ahead

And is still growing

Google buys newspaper

advert to show why it doesn’t work (as well

as digital)

Mobile Landscape in the UK

74% of UK consumers have a smartphone

40% of UK online sales take place on a smartphone or tablet

67% of mobile users are more likely to buy a site's product or service when they visita mobile-friendly site

40% of consumers will turn to a competitor’s site if yours is not mobile-optimised.

65% of decisions start on mobile and end somewhere else

94% of smartphone users looked for local stores nearby.

66% visited a store and 26% made the purchase in store

So what does that mean for business?

Google AdWordsWhat is it?

Types of ads…• Search - text based ads appear in search

results• Shopping - graphical / text ads detailing

product images, pricing and product into in search results

• Display - graphical ads shown on websites• Re-targeting - graphical / text ads shown to

previous visitors of your website (includes shopping cart abandoners)

Features

Keyword Matching

Google Keyword PlannerUnderstand seasonality and search trends for

keywords

Ad extensionsCalls, Location, Callout, Reviews, Social

SEOSearch Engine Optimisation

Expectations• Long term marketing strategy• Works best as part of a wider strategy

(Social, PPC, branding, offline etc)• ROI improves over time• Perpetual

What SEO is not

• Link building• Ranking for your biggest term• Getting to number 1 on search engines• A scheme

SEO is…

• Increasing your visibility online• Optimising for humans and NOT search

engines• Marketing

To Deliver Great ROI, SEO Should:

Be part of a wider marketing strategy including:

• Content• Social• Branding• Offline Activities• Reputation Building / Management

Google Has Over 500 Ranking Factors - How do we Influence Them?

• Popularity - Are people talking about your business online? (Earning natural links) & social

• Engagement - usage signals & relevance• Performance - site speed & ease of use• TRUST - reviews etc• Negative metrics - trying to cheat?• PR - Brand (or website url) mentions in the

press/news/media

Google “My Business”

Google “My Business”

• Add your business to Google Maps• Get reviews of your business• Display contact details prominently in

search• Show hours of operation• Click to call on mobile

What to rank for?

• Stop thinking about ranking for a handful of search terms - we all search differently, look at the big picture

• REMEMBER: 16% of searches every day are NEW!

How do I Increase Search Visibility?

• Increase the number of terms you rank for - create content worth talking about and linking to (BLOG!)

• Think about branding - use social media to create conversations

• Use PR to earn natural links to your site, content and brand citations

• Don’t try and take shortcuts - be patient, this could take YEARS! (Need quicker results? Try PPC!)

To do List!• Set up Google My Business• Add your website to search console• Install Google Analytics• Monitor performance - metrics that matter:

CONVERSIONS

How to track ROIWith conversion tracking for AdWords and SEO

Types of Conversions• Sales tracking - track actual purchases and

sales value and understand what actions led to a purchase via Google Analytics

• Track phone calls - Using call tracking we can dynamically serve a unique telephone number to each site visitor to understand what led to a phone call

• Track email and form enquiries - Using conversion tracking we can see where form and email enquiries originated from.

Segment Conversion Types

Understand which points of contact work best

Understand which keywords drive conversions and their profitability /

conversion rateGet more profitable traffic

Predicting the Future

With Google Trends

Google Trends Gives us…

• Near real time search trends• Historical search trends• New optimisation ideas• trends.google.com

Think of a growing trend

What product or service do you think will enjoy increasing demand?

Test it with trendsWill “Selfie sticks” sell like “hot cakes” by

Christmas?

Hotcakes are getting less popular

But selfie sticks will see increase sales this December.

Questions?