Get Digital
Digital marketing seminars by Gorilla 76 and Evolve Digital Labs

March 2012

Get Digital Video: Derek on PPC

We’ve spent some time  revisiting last year’s Get Digital seminar, focusing on the individual presentations. Derek concluded the day with a solid overview of PPC – that’s pay-per-click for those of you who are unfamiliar with the term.

The process by which Google sorts through the different web pages to find solutions to queries is complicated. We don’t even exactly know how it works – but we’re familiar enough with it to understand that there is a right way and a wrong way to approach PPC. In order to not get ripped off and completely frustrated, you’ll have to understand how AdWords works. Google is a business, and businesses want your money. If you want to use Google AdWords successfully, you have to actually know what you’re getting into. Business owners who start up a campaign in AdWords typically move forward with Google’s pre-defined settings. But is that necessarily what’s best for them? For example, Derek mentioned that Google might suggest you allow your ads to be shown on mobile devices. Sounds great, right? More spread, larger audience. But what do you think the chance is of someone converting if you don’t even have a mobile-version of your site?

Non-believers of PPC haven’t succeeded in the search engine marketing realm. If you can grasp what it takes to harness the available resources and develop a holistic plan, then you will increase your ROI. Paid search grants brands the unique opportunity to reach users that are already interested – and even actively seeking a solution.

See Derek in action below.

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Get Digital Video: Derek on SEO

Earlier we published a video summary of Derek’s “Making the Plan” presentation at Get Digital. This post is a continuation of that recap. Following a Q&A session, Derek started his Search segment by explaining the difference between “black hat” and “white hat” SEO techniques. It’s pretty simple: “black hat” SEO is quick, easy, and short-lived. “White hat” tactics, however, take more time and effort – but they naturally result in lingering success. The former is the easier way out, which is why many SEO “experts” convince their clients to participate in the act of purchasing links, rather than making an effort to rank organically over time. But does that method actually work?

Optimization is about connectivity. A surefire way to reap benefits that will actually last is to do something on your consumers’ behalf, such as creating stellar content. What kind of benefits are we talking about? ROI. Huge ROI. By creating content and building activity, your site and brand will grow in awareness, drawing in a greater portion of potential customers. Derek compared how Google views websites to an airplane terminal map. The larger terminals are the ones that have the most activity because they have the most connectivity. Websites are measured exactly the same. When you create awesome content, people will naturally link to your site, revealing to Google your level of influence.

Where can you start when creating awesome content? Start with keywords, which are essentially the power tools of your website. They connect you with your consumer. Even if you’re not ranking well for every keyword on your list, you can still focus on the few that you are ranking for and aim to refine your success.  However, be sure to remember that content should be created solely for the consumer. They’re the ones who will be digesting it, after all.

Below is a video recap of Derek’s Search Engine Optimization presentation.

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