Post on 08-Aug-2015
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SEO vs PPC
Third parties
Moving up the ranks
The search engine market
Using customer feedback to improve your performance
SEO vs PPC
SEO Need to respond to search engine algorithm updates
PPC Need to constantly review performance
Find a healthy balance Investment of £££ in PPC Investment of time in SEO
3rd Parties
They have very large budgets for PPC and SEO but do you;
Let them take your traffic?
OR
Do you take it back? If you’re doing your own PPC or SEO, any 3rd parties
should have your brand as a ‘negative’ term
Moving up the ranks
Backlinks
Social media
Images (gift offers)
Bounce rates
Landing pages – keep it simple
Moving up the ranks
Make it mobile friendly
Avoid software that is not common on mobile devices, like Flash
Use text that is readable without zooming
Size content to the screen so users don’t have to scroll horizontally or zoom
Place links far enough apart so that the correct one can be easily tapped
The search engine market
Google take 67% share, Bing/Yahoo, 29%
2015 the year of change?
Firefox now has Yahoo as its default search engine
Google’s deal with Safari is almost up
Increase search results’ CTR
Increase rank in SEO results Fresh, unique content
Increase site conversions Consumers are more likely to make a purchase from a
site which has customer reviews
Increase renewal rates
Using customer feedback to improve your performance