digital strategies summit

Devising and executing a successful integrated

search strategy

Nick Garner

Overview:

•Understanding how potential customers might find you and making sure you’re found•Making SEO and PPC work together – what we’ve learned•Focusing on linking search with your social media activities•Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities

Nick Garner | Unibet.com | Future Digital Strategies Summit 2

Finding & Being found

Some concepts: The librarian: 25%        The networker: 10%    The vote winner: 65% 

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Trending topics: Google Trends

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Trending topics: Twitter

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The money phrases: adwords keyword finder

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 Niches & 'soft' phrases.

Run Adwords•See where the conversions come from

Look at your analytics•What words have the ‘engagement’ KPI’s?

– Low bounce rates– Page viewed times in line with read time

•If you have tracking, which words convert?

Nick Garner | Unibet.com | Future Digital Strategies Summit 7

SEO & PPC together – what works

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Users go on a complex research journey

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SEO for information (commercial phrases if you can do it) 

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PPC for commercial: See what converts.

Paid

Rich Snippets

Images

Local Search

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SEO & PPC together: 1+1 = 3 (kind of)

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PPC for temporal topics 

Ads

6 pack

News

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SEO & PPC together – IMHO

My experience: •Great in concept, •Rarely as good in reality.

If you rank, then test ppc spend, (if you have suitable tracking)

Why PPC often works (despite the cost)•You can accurately budget for PPC •SEO results can be random.

Nick Garner | Unibet.com | Future Digital Strategies Summit 14

Focusing on linking search with your social media activities

ZMOT: The 4 buying stages

 Brand/ Social

Search Cart Reviews

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Leverage your brand search: The appalling 

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Leverage your brand search: Well done

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Social Proof: Reviews

Nicely Done Not so good

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Social in Search

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Google+1 brand profile: more to do! 

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Evaluating the latest changes to Google search and ideas on how to respond strategically with your SEO and PPC activities

THURSDAY, OCTOBER 13, 2011

Google Reports Record Earnings! (Charts, Video) *Record revenues, net income, cash flow, EPS* GOOG

Google: It’s their website, they can do as they please = More $$$

Nick Garner | Unibet.com | Future Digital Strategies Summit 23

Google Change for freshness 

Recent events or hot topics. [occupy oakland protest] [nba lockout]

Regularly recurring events. Annual conferences like [ICALP] [presidential election]. [NFL scores], [dancing with the stars] results or [exxon earnings]

Frequent updates.  [best slr cameras] [subaru impreza reviews]

Outcome: If you have a low(ish) authority site with no fresh content, and you are caught up in the 35% of all searches affected by this update, you will not rank.

Resolution: •Work on non-temporal phrases•Build a high authority timely site

Nick Garner | Unibet.com | Future Digital Strategies Summit 24

Google SSL: It started with privacy. It ends with damaging SEO

They say: “As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users.”

https://www.google.com

• Adwords referral data passed through• No natural search referral data• Google.com now, rollout coming….• Affecting up to 20% of all natural search in the US.

Resolution: Use webmaster tools data, integrate with Google AnalyticsChange your expectations on ROI for SEO

Nick Garner | Unibet.com | Future Digital Strategies Summit 25

Thanks!

Nick Garner