All Things Search Attracting and understanding website visitors

The Importance of Being Found Source: PEW Internet & American Life Project August 2008

Anatomy of a SERP

Search Engine Optimisation Optimising a website to achieve higher rankings in search results Start with Keyword Research Plan out the keyword placement Aim to have page content focus on 1 or 2 keywords Ensure the keyword is prominent in the page title tag

Search Engine Optimisation Ensure that the content can be easily found by the search engines – use text links and sitemaps Avoid putting content in flash or images Look for opportunities for incoming links Optimise for your human visitors, not for search engines Use Google’s Webmaster Tools for diagnostics

Search Engine Marketing SEM (or PPC) is the paid search advertising on the top and right hand side of the search results page. An SEM campaign delivers:  Targeting options – specific keywords, phrases and exclusions  Ad control  Budget control  Measurable Statistics  Qualified Leads  Instant Results  Paid search is gaining in popularity, it is competitive but still cost effective

Analytics What do visitors do on your website?  How did they find you?  How long did they spend on the site?  How many pages did they view?  How many leave as soon as they arrive?  Which pages are the most common entry / exit points?  Shopping cart abandonment?

Google Analytics

Parting Points to Ponder  Paid search is quick, easy and cost effective  Organic search optimisation will help you build a better website  Analyse what users are doing on your site and look for ways to improve it  You are not alone – we are here to help  Your next customer is out there searching for you – get out there and get found!