If you need help getting found online
you’ve come to the right place
Using SEO & PPC, Gordon Campbell has helped business in Glasgow & across the world
get more sales & leads.
I am a Glasgow based Digital Marketing Consultant and throughout my career, I have been lucky enough to be involved in most areas of digital marketing but my main focus is helping businesses increase the volume of relevant visitors to their website while also increasing the likelihood that visitors will become paying customers. This means that I increase traffic by utilising a variety of digital marketing strategies including SEO, PPC, Digital PR and Social Media Marketing.
To help improve the chances that visitors become buyers, I also work to improve website conversion rate using a variety of CRO(conversion rate optimisation) techniques including A/B, data analysis and multivariate testing.
Although my main focus has always been search engine marketing, in recent years I’ve also been heavily involved in digital project management and have successfully delivered a number of web projects. this means that I am well-placed to provide a holistic digital marketing solution to businesses of just about any size.
In my spare time, I enjoy writing about digital marketing and I’ve been published on websites such as The Guardian and State of Digital.
I have worked experience across a large volume of industries including automotive, dentistry, finance, fitness and hospitality. I also provide strategic direction to a number of agencies when specialist knowledge is required.
Here are a few articles I’ve written in the past:
Steal SEO, PPC & Content Ideas From Your Competitors – My own blog
This article was very well received and appealed to both new and experienced digital marketers
How to get a job or progress your career in digital marketing – State of Digital
I wrote this blog post to help people who are interested in a career in digital marketing
Negative SEO: A new online evil – The Guardian
I wrote this article for The Guardian a number of years ago to raise the alarm about negative SEO
PR Inspired Link Acquisition Techniques – State of Digital
This article looks at strategies to get your website featured in the media and contains some examples that may or may not have involved me 😉
SEO SERVICES FROM GLASGOW TO ACROSS THE WORLD
I have developed and implemented SEO strategies that have helped businesses massively increase their search engine presence which in turn directly contributed to their bottom line.
Although I have worked with some large businesses during my career including one of the UK’s largest automotive retailers, I also enjoy helping smaller local, Glasgow based businesses succeed online. I am happy to offer a free initial consultation (not a sales pitch) to businesses of any size.
What is SEO and how does it really work?
Search engines have evolved over the years and during the early days of the internet many of them were nothing more than simple databases but now search engines such as Google use sophisticated algorithms, AI and machine learning to process data and ultimately provide their users with the best possible results.
There are hundreds of signals that Google use to determine exactly where a website should rank for any given search query but it really distills down to the following 3 areas:
- How good your website is from a technical perspective
- The quality and relevancy of the content on your website
- External factors to measure the popularity of your website such as the volume of high-quality backlinks
Although Google is extremely secretive about how their algorithm works and doesn’t usually reveal exactly how to get your website to rank well, through experimentation, experience and sharing of knowledge, a good SEO professional can dramatically increase the likelihood that your website will rank well on the search engine result pages.
For the most part, the principles of SEO remain the same regardless of the size of the business. However, when it comes to ranking for local search terms there are often certain intricacies that you must be aware of. For example, a well-optimised Google My Business listing is particularly important for brick and mortar businesses.
Although I have worked with large retailers with over 150 locations UK wide to improve their local search presence, I have also helped small Glasgow based businesses implement strategies to first of call capture, and retain customers by implementing the same strategies.
E-commerce, National & International SEO
When you are competing at a national or international level then there are extra considerations that need to be made and experience in implementing largescale SEO strategies becomes very important.
It goes without saying that competing on this level can often be more challenging due to the level of competition. I am able to provide consultancy, help you build the right in-house team or fully manage your SEO strategy to ensure that your business is given the best chance of success. Often, for large businesses, a hybrid approach works best.
Here are a few examples of how I’ve helped businesses using SEO:
- Helped a large online fitness retailer rank for a huge volume of extremely competitive search queries that directly generated sales
- Gained number a large number of first page rankings for several local restaurants which helped them generate a large volume of bookings
- Advised a Glasgow based finance company on their content strategy which led to a number of TV appearances on BBC and Sky
- Helped an eCommerce start-up dominate a niche market due to a successful SEO and PPC strategy
- Developed strategies for a Magento development agency to help their clients maintain search engine rankings after a new website is launched.
- Generated more search engine growth in the automotive industry than any other car retailer during a two year period
Here are a few examples of the type of projects I am most suited to:
- Large eCommerce businesses that need a review of their SEO or PPC strategy. I’ve been able to help business in the past to refine their online marketing campaign to improve growth while also reducing advertising spend
- A local business such as a dentist, restaurant, lawyers or vet that wish to extend their reach and increase their local customer base. I’ve been successful in helping local companies increase their customer base and improve customer retention rates
- E-commerce businesses that feel that they are not capturing enough of the market and need advice
- Technical audits and SEO strategy advice for large websites
- Businesses such as pharmacies, dentists and vets that have a niche product offering and would like to market their business online
- Replaced agency contracts with in-house personnel and drastically improved performance while also reducing spend for a large PLC
Things to consider before choosing an SEO agency or consultant
- SEO is a complex process and nobody can guarantee page 1 rankings
- There is an element of risk involved. For example, if techniques are used that causes your website to fall foul of Google’s Penguin algorithm there is chance that your rankings could suffer for a long period of time
- Choosing the right agency or consultant will minimise any risk involved
- SEO can be expensive, and even if you do rank better, there is no guarantee that visitors to your site will become paying customers
- There are often quick wins to be had when it comes to SEO but I would advise investing in carrying out a test campaign using PPC marketing before committing to a lengthy SEO contract
It’s rare someone has such a broad range of experience across disciplines like SEO, PPC, PR and CRO while also constantly having their finger on the pulse when it comes to Google Algorithm changes, and the finer detail of Search Engine Marketing.
Gordon is a highly talented Digital Marketing Manager. I can personally recommend Gordon, until recently, I was in the same team as Gordon and found him to be consistently pleasant, extremely knowledgeable and a pleasure to work with.
I believe that Gordon is unique in digital as he has a real in-depth knowledge of all areas including SEO, PPC, CRO, Development, Email, Analytics etc.
It’s rare to have someone with a depth of knowledge on all of the key areas.
SCOTT BEVERIDGE, E-COMMERCE & MARKETING DIRECTOR
LIZ LUESLEY, MARKETING MANAGER AT MERCEDES-BENZ RETAIL
GRAEME KERR, HEAD OF ONLINE @ LOOKERS PLC
I’ve helped lots of businesses, from small local start-ups to large national brands, improve leads and revenue through Google Ads
During my digital marketing career, I have worked with small businesses with budgets as low as £300 right up to massive retailers, including one of the UK’s largest automotive business, who spend millions of pounds each year on PPC marketing.
Not only do I provide PPC management and consultancy to a number of businesses directly, a number of digital agencies also outsource projects to me, especially if they are particularly complex.
I have also recently launched a business called ClickBoost that specifically focuses on providing unrivaled paid media services to businesses of all sizes.
Regardless of the size of the business, my approach is always very similar, I ensure that every penny spent is focused on generating a measurable return on investment.
What is PPC?
As you are currently reading this page there is a good chance that you have some understanding of what PPC is but I thought I would be useful to offer some clarity on the subject.
PPC stands for pay-per-click and it is a term used for any form of digital advertising when you are charged each time one of your adverts is clicked.
However, when people talk about PPC they are usually referring to adverts that appear on Google’s search engine result pages and are controlled by their advertising platform AdWords. It is important to remember that Bing also offers similar service called Bing Ads which is usually less expensive but offers far less potential in terms of visitor volume.
The amount that you pay for each click is determined by a number of factors including the quality of your advert, the quality of your landing page and the volume of other businesses competing to show for the same keywords.
PPC can also refer to some forms of display advertising that usually involves displaying a banner to specific audiences. This is usually far less effective than search engine advertising as it is more difficult to target potential customers who are ready to buy.
Why is PPC advertising on the search engines so effective?
Historically if you wanted to reach out to potential customers you often had to develop marketing campaigns that reached a wide audience and hope that you could convince a significant percentage of them to buy your product or service. Search engine marketing changed all this.
Pay-Per-Click Marketing is hugely effective as it can put you in front of your potential customers when they are actually looking for your product or service. After a decade working in digital marketing, I have not come across any other form of advertising that predictably allows you to achieve this.
If a PPC marketing campaign is researched, implemented and maintained by an experienced professional it can be an extremely effective way to channel your advertising spend and return on advertising spend can be effectively measured and improved upon on an ongoing basis.
What is the difference between SEO & PPC?
SEO stands for search engine optimisation and is a digital marketing strategy that is implemented with the aim that you will increase the likelihood that your website will rank well organically on the organic(free) search engine results.
Google has over 200 ranking factors to determine where a website will rank for any given search query, but this really boils down to 3 things, the technical quality of your website, the quality of the content and how popular your website appears to be. The popularity of a website is mainly measured by the quality and quantity of backlinks pointing to your website.
Over the years the volume of paid search results on the search engine result pages have increased dramatically, and although SEO can be effective in isolation, the results are less predictable and will normally longer to achieve compared to PPC.
Will PPC work for any business?
The short answer is no. PPC via the search engines generally only usually works well if there is a demand for the product or service. I generally will not work with businesses if I feel that PPC will not be an effective route to market for them.
How much does PPC cost?
One of the benefits of PPC is the flexibility available to you as an advertiser when deciding how much that you wish to pay to show on Google’s search engine result pages. The reason for this is that you are given control of your daily budget and the amount that you wish to spend to advertise for any particular keyword.
As the name suggests, pay-per-click means that you only ever pay when your advert is clicked. The amount that you have to pay to receive clicks is determined by a number of factors including your bid, levels of competition, quality of your adverts and the quality of your website. The key point is that you have control over the amount that you are willing to spend for each click.
As you are charged each time an advert is clicked, it is important that you only advertise on keywords that are actually going to result in a sale or a lead for your business.
How do you know if PPC is working?
Measuring success is an extremely important part of any PPC campaign. Once a carefully researched strategy is implemented, your campaigns need to be improved on an on-going basis to ensure that you are getting the best possible return on investment.
Campaign analysis is probably the most important part of your AdWords strategy as it allows you to make continuous improvements on an on-going basis. If, for example, I decided that I thought it was a sensible idea to bid on the keyword ‘PPC Glasgow‘, it is extremely important that I measure the impact of paying for clicks on the search term.
Using both Google AdWords reporting and Google Analytics, it is possible to understand the exact return on investment you are generating as a result of any given keyword. For businesses that purely operate online this process is fairly straightforward. However, if your business generates sales over the phone or via walk-ins, some additional work will likely be required to measure success.
Can you learn PPC yourself?
Yes! There are numerous courses that you can do online to teach yourself PPC but it has taken me years of training and experience to get to a level that I feel confident working on large complex accounts. When it comes to PPC it is easy to make expensive mistakes which is why it is important to seek professional advice or consultancy if you have little or no experience.
I have started creating videos that will show you some of the best techniques that I have learned over the years, I generally release them on LinkedIn so feel free to connect with me if you would like to stay up to date.
An example of a training video that I created to help people learn PPC
I have trained numerous individuals that have gone on to have successful digital marketing careers, increased their earning potential or marketed their own business. If you are interested in one to one PPC training then please get in touch.
Why choose me to manage your PPC?
If you currently have a website then it is likely that you are contacted constantly by people offering search engine marketing services. The reason for this is because anyone can easily claim that they are a PPC expert so it important to choose your consultant wisely. I’m happy to discuss the results that I’ve achieved and/or provide references.
I have worked with businesses of all shape and sizes including one of the UK’s largest car retailers, international e-commerce businesses but also small local businesses too. I also work with a number of digital agencies on a consultancy basis to help advise on digital strategy. Feel free to visit my LinkedIn page to see some of the feedback I’ve received from others that I have worked with closely in the past.
Here are a few ways in which I successfully helped businesses using PPC:
- Saved a large fitness retailer over £110k(per year) by refining their PPC campaign while also significantly increasing revenue
- Helped a boutique beauty eCommerce business massively increase revenue without increasing advertising spend by auditing their AdWords campaign and maintaining it on an ongoing basis
- Effectively helped with the launch of a new Glasgow based restaurant by instantly generating bookings using a mixture of SEO & PPC
- Increased an e-commerce client’s revenue by 154% in one month by refining their AdWords account
- Helped generate a large volume of bookings for a prestigious hotel using a mixture of SEO & PPC Marketing
- Implemented and maintained remarketing campaigns that allowed several businesses to market to customers that visited their website but left without making a purchase
- Saved a company over £24k per year in wasteful marketing spend as a result of a 30-minute telephone consultation
- Managed the whole marketing campaign for an entrepreneur that wanted to start their own part-time online business and through using SEO, PPC and email marketing I was able to help them generate over £100k of revenue within the first year of trading
- Helped launch a local seafood restaurant by using a mixture of SEO, PPC & blogger outreach to generate bookings
- Recruited an in-house team and managed the digital marketing department for one of the largest automotive companies in the UK