This presentation covers the basics of search engine optimisation and pay per click marketing. The presentation demonstrates how you can use Google to grow your business.

1. How To Grow Your Business
Using

2. The Internet Audience
• According to Comscore the active UK Internet audience has reached over 35
million users (this is 70% of the population) and is still growing
• Google is the most visited site in the UK, far more popular than the other two
major search engines Yahoo and Bing(formerly MSN Live) with roughly 90% of the
search market
• Search engine marketing (SEM) is the biggest opportunity in online marketing. The
popularity of search engines for researching products, services and organisations
continues to grow

3. What is SEO?
• SEO stands for search engine optimisation broadly speaking it is the process of
optimising your website so you appear higher up Google’s rankings
• By moving up the rankings for your chosen keywords you will acquire targeted
traffic to your website and as a consequence revenue for your business
• SEO will provide incremental mid-long term growth, increasing the visitors to your
site will increase the number of enquiries and sales you receive
• SEO includes discovering phrases that will generate traffic, making a site search
engine friendly, building links and marketing the organisation's offerings

4. How do I optimise my site?
• In order to move up the rankings the main activities you must perform are:
– Make sure your site is easily accessible by search engine spiders
– Ensure each page on your site has your keywords in the title and page headings, as well as in the first
few lines of the paragraph near the top of your page
– Regularly update your site with unique, fresh and relevant content
– Build links to your website
• These steps are an integral part of SEO
• SEO is a continuous process think of it like a race if you stop running all your
competitors will run past you. With new websites going live every second of the
day if you stop optimising your site someone could over take you

5. The Power of SEO
• The colours of the heat map show
where a user looks on the page.
The red/orange/yellow areas are
where a user looks the most. The
dark blue areas are where a user
looks least
• A purple crosses are where a user
makes a click. The top left side of
the page gets the most attention
from the users and the highest
number of clicks

6. Why SEO?
• The % of searchers who click on links on the first
page is up from 48% in 2002 to 68% in 2008
• Today just 8% of internet users venture beyond
the third page of results compared with 19% in
2002
• 39% of searchers believe companies at the top
of the search results are the leaders in their field
Source iProspect April 2008

7. Local SEO
• If you are not already you
should definitely make use
of Google’s Local Business
Centre
• It’s free to add a listing and
when people search for a
business plus a location if
you are based in that
location your business will
appear in the search results

8. What is PPC?
• PPC stands for pay per
click. This is when you bid
on a keyword you would
like to appear for
• It is an auction model
usually the more you pay
the higher up the page
you appear
• PPC is an immediate way to drive targeted traffic to your site and
generate revenue
• Always set up conversion tracking as without this you will not know
which ads and keywords convert

9. PPC Campaign Management
• Competitor analysis
– Are you competitive on price, market position, offers etc.
• Keyword analysis
– Generate a large list of relevant keywords, make sure you add negative keywords to
prevent unwanted clicks. Long tail keywords are cheaper than generic keyword.
• Ad writing
– Write compelling ads; you have 25 characters for the title followed
by 2 lines of 35 characters and a display URL, engage the user and use
this space to sell, sell, sell
• Bid management
– It’s an auction system so adjust your bids if you appear in a low position. To control
budgets use time and day parting
• Insights and analysis
– Continue to review your ads and make adjustments to improve results

10. The Power of PPC
• Using the Google Keyword Tool we can run a search on how many people
search for certain keywords
• You can also find out how much keywords cost to bid on here is the link:
https://adwords.google.co.uk/select/KeywordToolExternal
• By appearing on the first page for the keywords solicitors north london
and solicitor north london you will get a proportion of the searchers
visiting your site

11. Level Playing Field
• The use of search engine optimisation and pay per click marketing has levelled the
playing field between large and small companies
• Now more than ever it is easy for small businesses to set up online and compete
effectively
• Like never before can businesses get in front of customers at exactly the time they
are looking for a particular product or service

12. Summary
• Most online journeys start with a search query
• By optimising your site to appear for targeted keywords you will improve
your rankings in Google resulting in increased visitors to your site
• Keep up your optimisation or you will find your site slipping down the
rankings, how fast this occurs depends on how competitive the keywords
you have optimised for
• Use PPC to generate immediate business
• Make sure you are competitive and you write compelling ads that make people
want to visit your site

13. Any Questions?
If you would like to know more visit our blog at:
http://www.bdrlondon.com/blog
Or contact
Louise Goldstein
0208 866 9638
07813 873 141
louise.goldstein@bdrlondon.com