amcham - online marketing and how to make your website your best employee

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Carl HeatonManaging Director, UN Consultant

and slightly bald Mancunion

Welcome AMCHAM I am.

17 years, 1000+ websites, 2.4 M baht, 2 free pizzas

In todaystalk:

I like to concentrate more

on the how than the why...

• What is new for Online Marketing in 2014– DON’T’s and DO’s

• How to make the company website your best employee– Question and Answers

• Case studies and examples• Question and Answers

New for 2014• Latest Google Penguin update 5th Oct

2013• Penguins VS Humming birds?• Keywords on the chopping block• Less importance to Google Authorship• Social Signals are vital• If you’re not on the map your MIA

With the recent updates Google has been aiming it’s sights on websites that try to spam search results with things like low quality content and links.

Don’t buy, swap, spin articles or use commenting to gain links.

If you have you will need to disavow them now!

Some Dont’s

Don’t write content for search engines, write it for people.

If you over do your optimisation you will be penalised.

Some Dont’s

Don’t hide content, use too many keywords or advertise too much

Google is cleverer than you, face it and work with them.

Some Dont’s

Gain links organically through outreach or just being good at

what you do.Let’s see some examples shall we...

Some Do’s

REF: http://travel.cnn.com/bangkok/play/where-get-artistic-bangkok-571972

Write content that answers questions. E.g. “10 ways our

business saved on accounting bills”

Share your knowledge and experience, it will attract links.

Some Do’s

Be honest with your visitors. Talk to them is if they are face to face. Use a simple rule of Who, What

and Do.We all know what a spammy website looks like!

Some Do’s

Be honest with your visitors. Talk to them is if they are face to face. Use a simple rule of Who, What

and Do.We all know what a spammy website looks like!

Some Do’s

Make your site your best employee

Now we know what these updates are about how do we

thrive not just survive.

• KEEP IT UP TO DATE!• Quality content that answers a

question or gives a unique point of view

• Earn follow organic links from relevant and quality websites

• Use social networks to connect to your current and potential customers using the following rule• Spend 90% of the time being a

real person • Use 10% of your time

promoting.

That’s why we don’t use <b> anymore!

<strong> is the winner!

Google’s move to give keywords “the chop” started with making all organic searches secure.

This meant we could no longer see in

analytics what keywords users used

to find our content.

Use Topics not Keywords

• Example “Comparing Bangkok hotels”– Marriott vs Hilton?– Locations– Events and seasons– Tours and activities– Reviews!

In short:

Amplify your Content

Newsletter

Social Sharing

Pay Per ClickBanner Advertising Guest Posting

Outreach

Social Targeting

Social Signals MatterRanking Factors:

Ref Jan 2014 : http://www.searchmetrics.com/

Local Search is Massive• Map, telephone and reviews

shown in local searches.• Your content given more rank for

local searches• Google Maps is the most used

mobile app in Q2 2013

Dear Website,

Thank youHope you enjoyed that rant!