1. Successful Search Engine Optimisation Neil Stickells, Head of Search & Media

4. 1. THE IMPORTANCE OF SEO

5. It's tough to cut through the marketing clutter

6. Search is the primary path to online content Source: Forrester Research

7. … and a valuable part of your marketing strategy “ From which tactics do you see the best ROI?” Source: MarketingSherpa, “Ad:Tech Year-End Survey”, December 2006 49% 47% 45% 13% 11% 52% 47% 33% 16% 10% Paid search ads E-mail: house lists SEO Sponsored e-mail E-mail: rented lists 2006 2005

11. Mastering search results is getting harder Buy Buy Submit Optimise and Earn

12. Especially as we go from search as we've known it…

13. To "blended" results from multiple sources…

14. Including video assets, news and functionality

15. WHY SEO?

16. PAID NATURAL 30% 70%

18. Click through by position Page 1 accounts for 89.6% of all clicks 42.3 % 11.9% 8.4% 6.0% 4.9% 4.0% 3.4% 3.0% 2.8% 2.9%

19. 2. HOW TO USE SEO TO DRIVE MORE BUSINESS

20. SEO can be used to…

21. Keyword research – get it right

26. Natural & Paid Search Together Source: Enquirio/Ipos Interactive Services Brand traffic is usually the largest traffic driving keyword in search Co-ordinate the natural and paid brand campaigns

31. 3. TOOLS

32. Tools

33. Recommended Tools

34. 4. TIPS TO GET STARTED

37. AND FINALLY…

39. Thank you! Any questions? www.steakdigital.co.uk Your global search partner