A presentation on the very basics of search marketing given by Tim Barlow during the Edinburgh Chamber's One Step Ahead Event

1. The Joy of Search Pay per Click and Search Engine Optimisation Tim Barlow – Attacat Internet Marketing

2. Keyword Research It’s about 100’s, 1000’s or even 10,000’s of phrases It’s very easy to leave a large chunk of potential business on the table.

4. Brands – e.g. Mira

5. Adjectives e.g. Cheap Showers

6. Geography – e.g. Glasgow Shower Shop

7. Misspellings – e.g. Mirar

8. Use of – e.g. Shower fitting

10. What

11. The Process

12. Et Voila!

13. How Adverts Are Ranked

14. How Adverts Are Ranked Max Bid x Quality Score Whilst a simplification, assume Quality Score to equal Click Through Ratio

17. What

18. SEO is Easy Because all you have to do is: Create a good site Include the phrases that you want to be found for within the copy of your website Get lots of relevant sites to link to you Get users engaging with your site

19. SEO is Flippin’ Difficult Because you have to: Create a good site Include the phrases that you want to be found for within the copy of your website Get lots of relevant sites to link to you Get users engaging with your site

21. alt=“Mr Cheesey Logo” alt=“Farmhouse Parmesan Cheese”

22. SEO is Flippin’ Difficult Because you have to: Create a good site Include the phrases that you want to be found for within the copy of your website Get lots of relevant sites to link to you Get users engaging with your site

23. SEO is Flippin’ Difficult Because you have to: Create a good site Include the phrases that you want to be found for within the copy of your website Get lots of relevant sites to link to you Get users engaging with your site

24. DIY? Or leave it to the “experts”?

25. CEO, designers, hr department, developers, copy writers, R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department

27. Drawing up marketing plans

28. Starting to plan new website or upgrade

29. You run out of creative ideas

31. PPC: a great starting point. There’s room for improvement

32. SEO: An opportunity that needs to go to the heart of your organisation

33. It isn’t black art and steer clear of anyone who tells you otherwiseP.S. Love internet marketing? Attacat are recruiting.