Latest developments in search & PPC & link building

1. 1 www.ivantage.co.uk Search marketing best practice Matt Trimmer Principal Consultant & Managing Director 1

2. 2 www.ivantage.co.uk About ivantage Established in 2002 Independent 44th ranked search agency by NMA Only agency in UK with these Google certifications

4. Generating web site traffic through

5. Paid Search (PPC)

6. Natural Search (SEO)

7. Local & Mobile search

8. Social media

9. Display & video

10. E-mail

11. Analyzing web site traffic using

12. Web Analytics to accurately analyse how visitors find and interact with websites

13. Converting web site traffic using

15. 5 www.ivantage.co.uk Client projects - business to business

16. www.ivantage.co.uk Client projects – NGOs and GOs

18. Google AdWords

19. Organic search

20. On-page SEO

22. Depends on who else is

24. Your Ad should be most relevant

26. Communicate short term offers

27. Ad Extensions

28. Ad Sitelinks

30. Easily done with Google Analytics

32. Searches for “hair loss supplements”

33. Visits site but does not buy

34. Becomes an “aware customer”

35. Searches for “Tricologic”

36. Visits site and buys

37. Brand keyword “wins” sale on last click attribution

38. Brand keywords show high RoI

39. Depends on tracking technology

40. Google Analytics Multichannel Funnels

44. Call Metrics in Beta (USA)

46. Reviews

47. Limited release

48. Need to feed Google Product Search

49. 30 reviews at Review Centre, Bizrate, etc

50. Great for SEO anyway

52. Those that +1 your Ad

53. are recommending you Ad/Site

55. On the Google Display Network

56. Lift the performance of a search campaign

57. Awareness

58. Re-marketing

59. Allows you to show ads to users who've previously visited your website as they browse other sites in the Display network

60. In-Video

61. On You Tube Video

62. On the Google Display Network

63. Mobile

64. Hyperlocal Distance Information with Location Extensions

65. Click to Call

67. www.ivantage.co.uk

68. www.ivantage.co.uk/index.htm

69. ivantage.co.uk

70. ivantage.co.uk/index.htm

71. Choose your preferred (canonical) URL (marketing URL)

72. www.ivantage.co.uk

73. 301 redirect all other variations to your preferred URL

74. This prevents duplication

76. Link with anchor text to key pages

77. or at least to a static sitemap page

78. Do have unique Title Tags

79. Match keywords used by customers to pages with matching titles

80. One page - 1-3 keywords

81. Do have unique, compelling description tags

83. with each step increasing in difficulty, resources and engagement

85. Harness your political link structure

86. Connect to the core

87. Develop your profile

88. Connect to your theme

89. Make your news

90. Interact with your theme

91. Make the news

93. Canonical URL, linking to key contentHarness your political link structure

95. Connect to core trusted sites

97. 26 www.ivantage.co.uk Core directories cont’d (Planet Ocean)

99. Flickr.com

100. Linkedin.com

101. Myspace.com

102. Friendster.com

103. Profiles.yahoo.com

104. 360.yahoo.com squidoo.com

105. groups.google.com

106. groups.msn.com

107. groups.yahoo.com

108. spaces.msn.com

111. Article directories

112. Professional bodies, organisations

113. Industry representatives

114. Research houses

115. Vertical directories

117. Press releases (Social Media Press Release)

118. PRWeb

119. Aim for

120. Syndication or releases with links to your site

121. Blog Reviews

122. Social Bookmarking of

123. Release

124. Syndicated releases

125. Blog reviews

127. Competitors

128. Commentators

129. Expert postings

130. Ensure blogs do not using no follow tag

131. Guest blogging on relevant blogs

132. Target key blogs

133. Advanced search

135. Develop a news feed

136. Apply to become a news source

137. Google

138. Yahoo!

139. Develop a blog

140. Create a micro-blog

141. Twitter

143. Link bait – reasons to link back to site

144. Lists

145. 101 ways to

146. 10 reports to die for

147. Interviews

148. Tools

149. E.g. Wordpress.org

150. Awards and Contests

151. Gadgets and Widgets

152. Google Gadgets

153. Facebook Apps

154. Yahoo widgets

155. Aim for

156. Viral effect

157. E.g “will it blend”