search engine optimisation 2010
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So Andy –
Are you going to tell us how to get to
NUMBER 1
in Google
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Making the most of your website
Agenda
• Housekeeping
• Introduction
• So how big is the internet really?
• Your site, my site, their site, the RIGHT site
• Search Engine Marketing
• Guerrilla E-Marketing
• Close
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6.5 Bn
1.5 Bn
46m
It’s all about size
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£88 Bn
£121 Bn
It’s all about size
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Making the most of your website
Agenda
• Housekeeping
• Introduction
• So how big is the internet really?
• Your site, my site, their site, the RIGHT site
• Search Engine Marketing
• Guerrilla E-Marketing
• Close
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The 2 most common questions
I don’t think my website’s working for me, what can I do?
How do I get more people to visit my website?
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1 Answer
How is your website performing right now?
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Everything on the internet can be measured
You just have to know how
If it can’t be measured – it’s probably not worth doing
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Website performance – what you need to know
• How many visitors does your site attract?
• What do they do whilst they are there
• How many pages do they look at?
• How long do they spend on the site?
• How does this compare against the targets set for the site?
• How many conversions occur?
• Sales• Email contact• Subscription• Calls
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www.google.com/analytics
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www.google.com/webmaster
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Low conversion % - then let’s look at your site
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The Rudiments
The right name
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Choosing a name – The Good
www.diy.com
www.blogger.com
www.itv.com
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk
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The right Name
The Bad
• www.phones4u.com
• www.toys2wish4.com
• www.4learning.co.uk
www.any-domain-with-too-many-hyphens.co.uk
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Choosing a name – The Ugly
www.speedofart.
com
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Choosing a name – The Ugly
www.who
repr
esen
ts.co
m
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Choosing a name – The Ugly
www.penisland.net
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Is your site ready?Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant content?
2020
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Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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Great conversion % - then let’s look building visitor numbers
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Delivering traffic to your website
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Why Optimise your Site?
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Why Optimise your Site?
Fewer than 50% of Google users go beyond page 1
Less than 10% go beyond Page 2
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Search Engine Optimisation (SEO)
• Optimisation is NOT a one time process
• Optimisation is VITAL if you want a good position
• Optimisation involves detailed analysis of web page content AND layout
The art of integrating keywords – making pages “search friendly”
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What’s the big secret?
Do the right things right
and
get the right results
There Isn’t one!
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So Andy –
When are you going to tell us how to get to
NUMBER 1
in Google
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Not yet….go and register with DMOZ first
www.dmoz.org
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How do Search Engines Work?
• Search Engines use Robots to Spider sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
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90% of searches conducted on top 4 search engines
1
2
3
4
Google72%
Yahoo
12%
Bing 10% Ask 4%
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So Andy –
Are you going to tell us how to
NUMBER 1
in Google
NOW?
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Probably the most important content on your web site
What’s the big secret?
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Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
• Search using your keywords and see what appears
• Use the Google keyword tool www.google.co.uk/keyword
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Google Keyword tool
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Where do they go?
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HTML Title
• This is what will be catalogued - about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular page
Where to place KeywordsHTML Page Title
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Where to place KeywordsPage Content
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Where to place KeywordsMeta Description Tag
• Limit to around 150 characters
• Use on every page
• Customise for each page
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Where to place KeywordsAlternative Attribute – aka Alt Tag
• Every Image needs one
• Build Keyword Count
• Comply with Disability Discrimination Act - Accessibility
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HTML page name
www.sbas.org.uk/non-executive-director.htm
• Images
non-executive-director.jpg
• Use keywords for Text Links [Anchor Text]
Non Executive Directors
• Header Tags <H1> </H1>
Where to place KeywordsName files with keywords
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Page Title
Description Meta Tag
Web Address
Key phrase searched on
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Where do they go?
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
• ALT Attributes
• Navigation Link Anchor Text
• URLs
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What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• The number of INCOMING links
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Link popularity
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Are you registered?
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Remember
Your web site is for your
CLIENTS
not the search engines
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So Andy –
When are you going to tell us how to get to
NUMBER 1
in Google
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Probably the
greatest marketing opportunity
known!
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PPC
Results
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Pay per Clickaka PPC, Adwords, Sponsored Links
Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max
www.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 1p
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 3p
2nd ad on page
Bid 20p per click
Pay 1p
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 3p
2nd ad on page
Bid 20p per click
Pay 1p
3rd ad on page
Bid 50p per click
Pay 5p
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The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions
Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)
1% is so-so to OK
2% is OK
3% and above is doing well
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Pay per Click – How it works
CTR 1.5%
1.5 x 30p = 45
Pay 3p
CTR 3%
3 x bid 20p = 60
Pay 1p
CTR 1%
1 x bid 50p = 50
Pay 5p
The impact of Quality Score
1st ad
2nd ad
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So how can we
improve
the CTR?
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Pay per Click – Champion & Challenger
53% 1085 22,849 4.75%
47% 476 20,262 2.35%
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What else is there?
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Email Marketing
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Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
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Why Email Marketing?
It’s Not Expensive
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Why Email Marketing?
• Mailing list under 500 addresses – then free
• $30 - $50 per month = 3,000 – 5,000 emails
• Pay as You GoFrom $0.01 per email
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Why Email Marketing?
It’s Effective
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Why Email Marketing?
Sector Sent Delivery Open Rate CTR Response
B2CAcquisition
100% 91% 29% 27% 6%
B2CRetention 100% 91% 32% 28% 12%
B2BAcquisition
100% 88% 32% 25% 4%
B2B Retention 100% 90% 37% 30% 13%
Source – DMA Email Marketing Benchmarks Survey
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Why Email Marketing?
It’s Easy
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Email Marketing – Tools
• MailChimp www.mailchimp.com
• Vertical Response www.verticalresponse.com
• Constant Contact www.constantcontact.com
• AWeber www.aweber.com
• Mailing Manager www.mailingmanager.co.uk
• Graphic Mail www.graphicmail.co.uk
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Email Marketing – Key Elements to success
• Develop your database Existing Client Data Encourage Subscription through website Subscription through other routes
• Produce your content Relevant Tailored Attention Grabbing
• Measure Performance Number of emails sent Number of emails opened Number of emails acted on
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Viral Marketing
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
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Viral Marketing -How
• Refer a friend
• Competitions
• Video
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Viral Marketing – How & Why
20
40020 x 20
400 x 20 8000
400 x 20 160,000
160,000 x 20 3.2m
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Viral Marketing
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Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
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Blogging – Where
www.blogger.com
www.wordpress.com
www.typepad.com
www.movabletype.com
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Business Networks
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Facebook IS Shirley Crabtree
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Online Networking - Why
Reach new audiences
• Facebook – 400m
• MySpace – 110m
• Twitter – 110m
• LinkedIn – 70m
• Bebo – 40m
• Plaxo – 15m
• Ecademy – 12m
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Twitter – Micro Blogging or Social Networking
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Video Marketing
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
=You’ve been framed!
Business Opportunity 2nd most searched site on the internet
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Your Video
Video Marketing
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What the heck is Social Media?
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Guerrilla e-marketing
Join the r-evolution
Gu
err
illa
E-M
ark
eti
ng
30 S
ep
tem
ber
2010 –
N.
Wilts
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What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvements where possible
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Support and Advice
Andy Poulton
Business Linkwww.businesslink.gov.uk/southwest0845 600 66 99
T: 01793 20 80 99M: 07966 547146E: andy.poulton@businesslinksw.co.uk
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Support and Advice
Advice by•Email•Pre-booked telephone conference•1 to 1 @ Castledown•Site Visit
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Resources
• Google Webmaster Resources
• Search Engine Watch – everything you need to know about SEO
• Market Leap – find out who links to you AND your competitors
• Google Keyword Tool – choose relevant keywords
• Drayton Bird – Direct Marketing genius
• Perry Marshall – FREE Google Adwords course
• Cardell Media – Marketing Guru, loads of FREE stuff!
• Bruce Clay – More excellent SEO information
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Support and Advice
Andy PoultonBusiness Link
T: 01793 20 80 99M: 07966 547146E: andy.poulton@businesslinksw.co.uk
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