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SEO Vs PPC

This is just an visual aid to accompany the vocal explanation
by

Chathura Ambegoda

on 23 September 2014

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Transcript of SEO Vs PPC

High commercial intent keyword searches
Do a
SERP
search
engine
results
page
"SEARCH"
Paid
Listing
Organic
Listing
Organic Local
Listing
Organic Map
Listing
Organic Listings
"Free Clicks"
Google algorithm updates
OBJECTIVE - "rewarding"
Top results for following best practices and rich content
Allocating more SERP real estate to Paid links above the fold
OBJECTIVE - "penalizing"
Attacking unethical sites that game the system
2011
2012
SEO Team - 2013
BLACK HAT SEO
WHITE HAT SEO
Humans writing/creating relevant, engaging and timely content for other humans
have a cost
vs paid links
On Page Content
Number of external links pointing to a particular page
and are getting more costly
?
RELEVANCE ----> SERP Link Position
2009
}
}
RANK
SOCIAL
Back Links
On Page
Brand
Mentions and Reviews
Number, Quality, Diversity and Relevancy
Trust & Authority
Content Quality
NEWS
SAME INDUSTRY
Sites
HUBS
FORUMS
DIRECTORIES
BLOGS
Quality
Check
Quality
Check
DOMAIN
POPULARITY
TRUST
AUTHORITY
Outgoing Links
Similar
articles
Main
Navigation
HOSTING
Quality
Check
page speed
page title
keyword density
h1 headline
h2-h6 headlins
content length
images
videos
time on site
bounce rate
keyword placement
url
page layout
Freshness
=
CONTENT WRITER
VIDEO / GRAPHIC DESIGNER
WEB DEVELOPER
{
SEO MANAGER
PAID LINKS
What's the cost..?
It Depends on ad rank
CTR
Landing Page Quality
Keyword/Search Relevance
Ad/Site Performance
Account History
Keyword/ad relevance
Geographic Performance
Targeted devices
+
Organic Keyword Ranking
Organic Site Link Visibility
Vertical search presence
Achieving a 10/10 Quality Score
SEO Vs PPC
visits
Cost
awareness and
presense will continue
to grow
Digital Strategy
PPC
SEO
Social
Reduce cost per click
Increase QS
Increase CTR
Dominate the 1st SERP
Organic Links
Local Links
+ Maps
You Tube
Images
Build
relationships / links
with:
Sites/Authorities in same industry,
educational bodies,
government bodies
On page optimization
Diversify and expand back link profile
Press releases
Blog posts
Wiki Articles
Get customer to leave reviews
and recommendations
Monthly Promotions
Attract more search terms
Adding relevant, fresh weekly content
Fortnightly info-graphic
releases on trending topics
Fortnightly "How to"
Video releases
Paid Social Advertising
Increase social mentions / signals using contests & content
Create Highly Targeted Ad Groups
A/B testing of ad copy
Highly targeted landing pages
A/B testing landing pages
Our Possible CPC = adrank of the competitor below us / Our QS + $0.01
50
/
10
+ 0.01
= $5.01
trend
PR GUY
"S@#T!
My computer
doesn't work"
}
+
Landing Page
+
SEO RANK
WWW
Paid
Listing
relevance
based on search term,
Automated scripts and apps to
"GAME" the search engins
gizmo.com.au
gizmo vs geeks2u
2012
2013
2012
2013
Our current position
Designer
SEO
Continues SEO virtually Non existing
SEO Specialist
By Far the

BEST

ROI

on all Marketing Campaigns
as at 20/03/2013
Specific Landing Page
Gizmo Home Page
sample: Wednesday, 3rd week of February
22 keyword groups
252 ad copy variants per keyword group
Keyword groups will continue to increase
Engage at touch points
monthly cost per lead
CPL
over 12 months
Your Ongoing Support
In summary...
holistic approach
Have the end goal in mind and evaluate progress continuously via milestones
Provide necessary resources
Time, additional head count, facilitating quick acquisition of assets, etc
Know the competition
"go hard" or "go home"
DM - Budget : $32,000
Full time Resource for SEO
} CPL -> $22
Next 12 months
{
High ROI
>>
Minimize cancellation
Increase conversion
Increase attachment rate
Introduction of Live Chat
Increase retention
20/03/2013
25/03/2013
Landscape
Our Strategy
Expected Outcome
Which top 3 marketing activities
gives you the best ROI?
Full transcript