As presented with Lincolnshire Chamber of Commerce at Skegness Business Center with Brett Dixon of DP Online Marketing. Covers: Google AdWords and Paid Search, Search Engine Optimisation, Social Media and PR Visit https://www.dpom.co.uk for more info, or read our blog: https://www.dpom.co.uk/blog

1. DPOM
DP Online Marketing Ltd

3. 2010 - TV leads the
way

4. 2014: Digital Surges Ahead
And is still growing

5. Google buys
newspaper advert
to show why it
doesn’t work (as
well as digital)

8. Mobile Landscape in the UK
74% of UK consumers have a smartphone
40% of UK online sales take place on a
smartphone or tablet
67% of mobile users are more likely to buy a
site's product or service when they visit
a mobile-friendly site

9. 40% of consumers will turn to a competitor’s site
if yours is not mobile-optimised.
65% of decisions start on mobile and end
somewhere else
94% of smartphone users looked for local stores
nearby.
66% visited a store and 26% made the purchase
in store

11. So what does that
mean for business?

13. Google AdWords
What is it?

17. Types of ads…
• Search - text based ads appear in search results
• Shopping - graphical / text ads detailing product
images, pricing and product into in search results
• Display - graphical ads shown on websites
• Re-targeting - graphical / text ads shown to
previous visitors of your website (includes
shopping cart abandoners)

25. Features

26. Keyword Matching

27. Google Keyword Planner
Understand seasonality and search trends for keywords

28. Ad extensions
Calls, Location, Callout, Reviews, Social

33. SEO
Search Engine Optimisation

34. Expectations
• Long term marketing strategy
• Works best as part of a wider strategy (Social,
PPC, branding, offline etc)
• ROI improves over time
• Perpetual

35. What SEO is not
• Link building
• Ranking for your biggest term
• Getting to number 1 on search engines
• A scheme

36. SEO is…
• Increasing your visibility online
• Optimising for humans and NOT search engines
• Marketing

37. To Deliver Great ROI, SEO
Should:
Be part of a wider marketing strategy including:
• Content
• Social
• Branding
• Offline Activities
• Reputation Building / Management

38. Google Has Over 500 Ranking Factors -
How do we Influence Them?
• Popularity - Are people talking about your business
online? (Earning natural links) & social
• Engagement - usage signals & relevance
• Performance - site speed & ease of use
• TRUST - reviews etc
• Negative metrics - trying to cheat?
• PR - Brand (or website url) mentions in the
press/news/media

39. Google “My Business”

40. Google “My Business”
• Add your business to Google Maps
• Get reviews of your business
• Display contact details prominently in search
• Show hours of operation
• Click to call on mobile

42. What to rank for?
• Stop thinking about ranking for a handful of
search terms - we all search differently, look at
the big picture
• REMEMBER: 16% of searches every day are
NEW!

43. How do I Increase Search
Visibility?
• Increase the number of terms you rank for - create
content worth talking about and linking to (BLOG!)
• Think about branding - use social media to create
conversations
• Use PR to earn natural links to your site, content
and brand citations
• Don’t try and take shortcuts - be patient, this could
take YEARS! (Need quicker results? Try PPC!)

44. To do List!
• Set up Google My Business
• Add your website to search console
• Install Google Analytics
• Monitor performance - metrics that matter:
CONVERSIONS

45. How to track ROI
With conversion tracking for AdWords and SEO

46. Types of Conversions
• Sales tracking - track actual purchases and sales value
and understand what actions led to a purchase via
Google Analytics
• Track phone calls - Using call tracking we can
dynamically serve a unique telephone number to each
site visitor to understand what led to a phone call
• Track email and form enquiries - Using conversion
tracking we can see where form and email enquiries
originated from.

48. Segment Conversion
TypesUnderstand which points of contact work best

49. Understand which keywords drive conversions
and their profitability / conversion rate
Get more profitable traffic

50. Predicting the Future
With Google Trends

51. Google Trends Gives
us…
• Near real time search trends
• Historical search trends
• New optimisation ideas
• trends.google.com

53. Think of a growing
trend
What product or service do you think will enjoy increasing
demand?

54. Test it with trends
Will “Selfie sticks” sell like “hot cakes” by Christmas?

55. Hotcakes are getting less popular
But selfie sticks will see increase sales this December.

56. Questions?