A short [45min] overview of Search Engine Marketing, covering SEO and PPC

1. Delivering traffic to your website Andy Poulton Business Adviser ICT

3. Introduction – Andy Poulton Business Link Adviser – ICT Specialist User Friendly

4. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG

5. The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?

6. 1 Answer How is your website performing right now?

8. Typical Web stats

9. www.google.com/analytics

10. Is this better?

11. www.google.com/webmaster

13. Low conversion % - then let’s look at your site

15. Yes? OK – We’re at the starting gate

16. Great conversion % - then let’s look building visitor numbers

18. First - go and register with DMOZ www.dmoz.org

19. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%

20. Why Optimise your Site?

21. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2

25. What’s the big secret? Probably the most important content on your web site

27. Where do they go?

29. Where to place Keywords Page Content

35. Back-Link verification

37. Probably the greatest marketing opportunity known!

38. PPC Results

40. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p

41. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p

42. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p

44. Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad

46. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35% % served Clicks Impr. CTR

47. What else is there?

48. Email Marketing

51. Social Networks Business Networks

52. TWITTER

55. Andy Poulton Business Link M: 07966 547146 E: [email_address] http:// www.businesslink.gov.uk/southwest/eventspresentations