Flashcards
Learning Path 1 - making the case for search
Cards in this deck (4)
- 1Clients need to be convinced of the value of investing in both SEO & PPC. SEARCH PLANNERS need to understand the benefits of both channels in order to advise their clients on the best channel selection and approach.Case for PPC;
* quicker to see guaranteed results (traffic and CPC)
* more transparent investment (agency fees/commission)
*ROI - more transparent - easier to measure through to purchase then you can attribute a a direct value to the PPC ads - 2*ROI - more transparent - easier to measure through to purchase then you can attribute a a direct value to the PPC ads *best channel for tactical use and can include various verticals - google shopping.*Easier to manipulate - more flexible to react to specific keyword behaviour or response
*Great test bed - not just for the channel itself, but to prove theories for search more broadly (to compliment SEO too) - 3Case for SEO * attracts more eyeballs / traffic - paid/natural traffic split varies across engines and market sectors depending entirely on the individual query and behavioural response.- because of the design / make up of the results pages, the natural search results capture a majority of the overall search traffic and can often get sites seen for a lot of long tail searches based on content. - the prize is greater in natural search
- 4* longer term solution * more cost effective - provided that a website is built with search compliance from the ground upwards, and provided that the SEO techniques applied are marketing leading - e.g. a mobile phone advertiser may pay £10m + a year on paid search traffic (before agency fees). This investment in creating SEO-friendly content and in an SEO programme could generate the equivalent in natural search traffic for years to come.* Natural search listings often encourage a higher click through rate - titles and descriptions are more brand lead.