This presentation takes marketers and business owners through the processes involved in developing and implementing an effective integrated search campaign. Originally hosted by Matt Wood, Head of Search at SEO Positive at Internet World 2012.

1. How To Create & Manage
ROI Driven Integrated
Search Strategies
@seopositiveltd
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

2. Agenda
Why Use Integrated Search? Set Your Objectives
Market Research Monitor Your Campaign As
One Medium
Understand The Metrics of
Each Route To Market Using The Analytical Data
Set Your Long Term Goals Case Study
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

3. Why Use Integrated Search?
Visibility
Share Keyword Data
Google Brand Lift Of Search Survey – April 2009
Test Strategic Organic Keywords With PPC
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

4. Market Research
What Tools To Use
Competitor Analysis
Keyword Research
Determine Your Target Audience & Reach
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

5. Understand The Merits of Each Route To Market
Benefits of SEO Benefits of PPC
- Organic listings can bring in much more traffic - Instant Page 1 listings
than PPC - Manage your budgets based on accurate
- Cost per conversions are lower with Page 1 analytical data
positions - More cost effective way to target long tail
- Cements brand awareness and develops an keywords
online brand - Create and Optimise your own ads and
landing pages
Limitations of SEO
- Can take 6 to 12 months of investment to see Limitations of PPC
results - Wasted clicks and budget if managed
- A competitive campaign will require a modest poorly
budget - Exposure restricted by the budget
- Results are not guaranteed and positions can - Cost of clicks and conversions can
change with every algorithm update potentially be unprofitable
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

6. Set Your Long Term Goals
ROI [ ]
Traffic
Cost Per Conversions (Sales / Leads)
CPC
Budget
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

7. Set Your Objectives
Short Term SEO Objectives
Long Term SEO Objectives
Level of Optimisation
PPC Campaign Starting Point
Budget
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

8. Monitor Your Campaign As One Medium
Set Up
Goals
Report
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

9. Using The Analytical Data
Maximise ROI On Competitive Keywords
Landing Page Optimisation
Focus On Cost To Acquisition
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

10. Case Study www.pitneyworks.co.uk
Goals
Increase Overall ROI across Organic and Paid Search
Maximise Number of Leads at The Lowest Possible Cost
Results
Increased overall leads by 200%
Cost Per Acquisition Reduced by 70%
Conversion Rates rose from 3% to 10%
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

11. Summary
Do Your Market Research
Recognise The Merits of Each Route To Market
Set Your Long Term Goals (Focused on ROI)
Set Up Your Objectives In Milestones
Report SEO & PPC As One Medium
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040

12. Any Questions?
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040