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.