Managing search and capturing customer feedback

Sharon Bowles

SEO vs PPC

Third parties

Moving up the ranks

The search engine market

Using customer feedback to improve your performance

SEO vs PPC

SEO Need to respond to search engine algorithm updates

PPC Need to constantly review performance

Find a healthy balance Investment of £££ in PPC Investment of time in SEO

3rd Parties

They have very large budgets for PPC and SEO but do you;

Let them take your traffic?

OR

Do you take it back? If you’re doing your own PPC or SEO, any 3rd parties

should have your brand as a ‘negative’ term

Moving up the ranks

Backlinks

Social media

Images (gift offers)

Bounce rates

Landing pages – keep it simple

Moving up the ranks

Moving up the ranks

Moving up the ranks

Make it mobile friendly

Avoid software that is not common on mobile devices, like Flash

Use text that is readable without zooming

Size content to the screen so users don’t have to scroll horizontally or zoom

Place links far enough apart so that the correct one can be easily tapped

The search engine market

Google take 67% share, Bing/Yahoo, 29%

2015 the year of change?

Firefox now has Yahoo as its default search engine

Google’s deal with Safari is almost up

Using customer feedback to improve your performance

Increase search results’ CTR

Increase rank in SEO results Fresh, unique content

Increase site conversions Consumers are more likely to make a purchase from a

site which has customer reviews

Increase renewal rates

Using customer feedback to improve your performance

Search marketing top tips

Invest in SEO as well as PPC

Make it mobile friendly

Don’t forget about the other search engines

Customer feedback isn’t just about improving customer service – use it to drive traffic