How To Create & Manage ROI Driven Integrated

Search Strategies

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

@seopositiveltd

Agenda

Why Use Integrated Search?

Market Research

Understand The Metrics of Each Route To Market

Set Your Long Term Goals

Set Your Objectives

Monitor Your Campaign As One Medium

Using The Analytical Data

Case Study

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Visibility

Share Keyword Data

Google Brand Lift Of Search Survey – April 2009

Test Strategic Organic Keywords With PPC

Why Use Integrated Search?

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

What Tools To Use

Competitor Analysis

Keyword Research

Determine Your Target Audience & Reach

Market Research

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Understand The Merits of Each Route To Market

Benefits of SEO - Organic listings can bring in much more traffic

than PPC - Cost per conversions are lower with Page 1

positions - Cements brand awareness and develops an

online brand

Limitations of SEO - Can take 6 to 12 months of investment to see

results - A competitive campaign will require a modest

budget - Results are not guaranteed and positions can

change with every algorithm update

Benefits of PPC - Instant Page 1 listings - Manage your budgets based on accurate

analytical data - More cost effective way to target long tail

keywords - Create and Optimise your own ads and

landing pages

Limitations of PPC - Wasted clicks and budget if managed

poorly - Exposure restricted by the budget - Cost of clicks and conversions can

potentially be unprofitable

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

ROI [ ]

Traffic

Cost Per Conversions (Sales / Leads)

CPC

Budget

Set Your Long Term Goals

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Short Term SEO Objectives

Long Term SEO Objectives

Level of Optimisation

PPC Campaign Starting Point

Budget

Set Your Objectives

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Set Up

Goals

Report

Monitor Your Campaign As One Medium

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Maximise ROI On Competitive Keywords

Landing Page Optimisation

Focus On Cost To Acquisition

Using The Analytical Data

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Increase Overall ROI across Organic and Paid Search

Maximise Number of Leads at The Lowest Possible Cost

Case Study

Goals

www.pitneyworks.co.uk

Increased overall leads by 200%

Cost Per Acquisition Reduced by 70%

Conversion Rates rose from 3% to 10%

Results

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

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

Summary

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040

Tel: 0800 088 6000

Email: info@seopositive.co.uk

Web: www.seopositive.co.uk

@seopositiveltd

Any Questions?

Presented by Matt Wood Head of Search, SEO Positive Ltd

Stand E5040