2. Blackglass Who We Are / What We Do Blackglass is the lead Interactive Communications Agency specialising in Targeted Online Marketing and Implementation for the IPMG Group of Companies. IPMG is one of Australia’s largest Print & Digital marketing services groups consisting of 29 companies which: Employs 250+ passionate digital specialists in locations spanning Sydney, Melbourne, Queensland and Europe, Servicing over 1,500 clients across a multitude of markets, categories and industries. Blackglass provides interactive solutions to assist organisations to optimise their online presence and to drive this medium to its full potential. Blackglass focuses on “localised and targeted marketing”. Blackglass provides fully online integrated campaigns including but not limited too: Search Engine Marketing and Optimisation Strategies Social Marketing Dedicated and Targeted Email Campaigns Viral and Word of Mouth Strategies Its all about results and measurement and ongoing analysis and optimisation which ultimately drives success.
7. Definition of Search Marketing Search Marketing is broken down into 2 categories: Search Engine Marketing, - (SEM, PPC (Pay per Click) or Paid traffic). Advertisers are paying for each click they receive from their ad. Search Engine Optimisation, - (SEO, Organic and Unpaid traffic). Those are the results in the grey section of the screenshot on the right hand side. There is no way for websites to buy their way into this section. Performance is based on how a search engine such as Google chooses to rank them based on their Content, Architecture and Links. A balanced approach to marketing on search engines will include both paid traffic (PPC) and organic traffic (SEO) campaigns. The key to any search engine marketing strategy is continual optimisation.
30. The headline and copy correspond to the ad that triggered the page.
31. The focus is on getting visitors to take one specific action. (buy a product, download an eBook, fill in a registration form etc)
32. There are no distracting navigational links – only include links that will actually aid the decision making process (link to reviews or similar products)
105. Localised SEO – Google Places (Case Study) We created and uploaded a data feed in mid August 2010 for all Curves Gyms in Australia for Google Places
106. Localised SEO – Google Places (Case Study) Traffic and Impressions jumped for highly relevant converting keywords Localized traffic increased organic traffic by 370%