Download - Cim sept2013-Preston-UCLAN
(c) Jan Klin & Associates 2013
Online Marketing and Search Engine Optimisation (SEO)
Jan KlinManaging PartnerJan Klin & Associates01928 788100
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Sales Funnel and Inbound Marketing
Accepts that we want to communicate with people at each stage of the process
Accepts that people respond to different media at different stages
Accepts that ‘the more we give the more we get’
Content Marketing– Blogging, S Media,
whitepapers, ebooks, email newsletters…
No interest
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
SEO -Still the main method..
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list
36% of internet 36% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand
Source: iProspect Source: iProspect search engine search engine branding surveybranding survey
(c) Jan Klin & Associates 2013
SEO in construction
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Galleries and case studies essential
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SEO in the Travel Business
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SEO in the Travel Business
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SEO success in High Tech Manufacturing
SEO in High Tech B2B
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SEO success in High Tech
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Google Places – before
-Address details on optimised (home) page- Geo info in ‘title’ tag-Entry in local directories – eg Yell-Entry in Tripadvisor if you are a hotel
(c) Jan Klin & Associates 2013
Google Local - After
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
The Spidering Process
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HTML Sitemap
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Register with Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
Developing the Initial Keyphrase List
- Brainstorm with your self and others you work with
- Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text)
- Any brand names or generic product types which are relevant
- Study your web stats for keyphrases which have driven people to your site
- Take you mates down the pub and ask them what they would type in to find you
- Use web based tools eg Google Keyword Tool:-
- You could even ask your customers and suppliers
(c) Jan Klin & Associates 2013
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2013
www.digitalpoint.com
(c) Jan Klin & Associates 2013
Keep this keyphrase list for use with other inbound marketing
(c) Jan Klin & Associates 2013
Using Google’s autosuggest
Another input into keyword analysis
See what gets suggested and include if relevant
BUT
Be aware of personalisation skewing– Results shown will reflect
previous click through activity
(c) Jan Klin & Associates 2013
Components of SEO
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
Textual content is King
There is no substitute for good ‘keyword rich’ content
– At least 200-250 words
– Content semantically related to keywords (LSI)
Eg, valentine, love, hearts, romance
Focus on natural writing of copy
Add new relevant content as often as you can– Use pdf’s, word documents– New pages with related
content – eg history, background, instructions
(c) Jan Klin & Associates 2013
Google’s ‘Panda’ Update – Emphasis on Quality Content
-Sites with copied content are getting penalised
-Emphasis needs to be on original and interesting content
-Copy writing needs to be a priority activity of SEO
-’Duplicate content’ is a definite no – no
-Also ‘fresh’ content favoured (latest update)
(c) Jan Klin & Associates 2013
2nd only to Wikipedia!
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The Keyword Density Issue for Visible Text
What do you think of this bit of copywriting!
Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets
1%-3% is ideal (keep below 10%) Check you density with:
– www.ranks.nl/tools/spider.html
(c) Jan Klin & Associates 2013
www.asgservices.co.uk
(c) Jan Klin & Associates 2013
Capturing content below the scroll
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www.aardvarksafaris.com
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(c) Jan Klin & Associates 2013
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(c) Jan Klin & Associates 2013
What not to do!
(c) Jan Klin & Associates 2013
In summary Write text as naturally as possible
Check afterwards that the target phrase(s) is included the right number of times– 3 repetitions per 100 words is generally enough.– Punctuation not important
Emphasis on ‘quality’ and ‘fresh’ content
The phrases can be included in:-– The main text– Header tags (h1, h2 etc)– In in-text links– In navigation links– In footnotes– In ‘alt’ tags
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
Meta Tags – The Title tag
(c) Jan Klin & Associates 2013
Different Pages Optimised for Different Keyphrases
(c) Jan Klin & Associates 2013
Eye Tracking Study 2/3 of the time users initially
looked at a listing for 7/100 of a second
Predominately looked at titles Across all Yahoo! searches,
participants focused on the titles first and foremost, with fewer reading the fine print of the listing
IMPORTANCE OF TITLES
Source: Marketing Sherpa Study, August 2005
(c) Jan Klin & Associates 2013
Meta Tags Keyword and Description tags
(c) Jan Klin & Associates 2013
Components of SEO
(c) Jan Klin & Associates 2013
Backlinks - Use www.linkdiagnosis.com to check your links
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
The SEO Process and Domain Authority
Do on page SEO work first – then a ranking check to see where you are positioned
The only remaining variable to improve to increase rankings is your domain authority
What is domain authority (DA)?– what is yours?– What is your competitors?
DA is mainly a function of backlinks into your site ( and domain age to a certain extent)
The gap between your DA and your competitors DA can be closed by link building
(c) Jan Klin & Associates 2013
Check you Domain Authority
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2012
http://www.opensiteexplorer.org – to check your links and DA
(c) Jan Klin & Associates 2013
-The number and quality of links you need is driven by the competition!
-Determine your competitors DA and link numbers to drive your activity
Its all relative!
(c) Jan Klin & Associates 2013
Where do the links come from? http://www.touchgraph.com/TGGoogleBrowser.html
Many places… but we need to develop them in a structured way
Directories– General– Industry specific– Some free some paid for
Strategic Partnership links Reciprocal links In newsgroups and other forums Social media sites – SEE LATER In Blogs Banners Forums Affiliates
RELEVANCE – more important than ever!
(c) Jan Klin & Associates 2013
Link Building Strategies-aka Content Marketing
Why is link building important?
1. Links from other sites to ours generate traffic for us– Eg A reference from a directory
such as Yell.com will lead people directly to us
– Other ‘content marketing’ will generate links
2. It is an important factor in our search engine rankings– The more links the more important
we are for search engines
– CHECK YOUR LINKS AT www.ahrefs.com
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Link Building Post Penguin
Don’t buy links
Don’t contract with link builders who use link farms
Don’t get involved in comment spam on blogs and forums
Don’t build too many multiple links from the same ownership sites
Don’t use the same ‘anchor’ text over and over again
Do see www.janklin.com/blog
(c) Jan Klin & Associates 2013
Consistent link building over 2 yrs quadruples traffic
(c) Jan Klin & Associates 2013
Europages – An Effective European Business Directory
(c) Jan Klin & Associates 2013
Natural links are a by-product of good content marketing…
Attracting links via your blog
Distributing press releases
Article distribution
News stories
Social media bookmarking sites
Etc, etc
(c) Jan Klin & Associates 2013
Content outreach-Present your content to relevant blogs
(c) Jan Klin & Associates 2013
Ensure Press Releases get Anchor text based links back to website
(c) Jan Klin & Associates 2013
www.dgcos.org.uk Using Logos/accreditations to
get backlinks
Logo gets sent to accredited members to afix to their website
Code is included within the logo with ‘anchor text’ based link back to website
(c) Jan Klin & Associates 2013
Where do these links come from?PR (‘Public Relations’) sites
New Directories – try…– http://www.newsnow.co.uk
PR Directories Examples
– PRWeb– PR World– Marketwire– Business Wire– PR Newswire
(c) Jan Klin & Associates 2013
Make your content shareabale
Produce high quality content – for example an really interesting blog article
Ensure it easily shareabale
Amount of sharing is an increasingly important ranking factor
Also provide good quality content for other sites and blogs
(c) Jan Klin & Associates 2013
http://www.google.com/fusiontables/Home/example
http://www.janklin.com/blog/bid/148572/Creating-a-Visual-Map-Of-Your-Backlinks
DIY at ….
Use fusion tables in google docs tovisualise competitor links
(c) Jan Klin & Associates 2013
www.janklin.com – free lessons
http://www.janklin.com/blog/lesson-7-link-building-1
http://www.janklin.com/blog/lesson-10-link-building-2
(c) Jan Klin & Associates 2013
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)
5. Implementing the changes– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy and Process
(c) Jan Klin & Associates 2013
Google Analytics – free and comprehensive
(c) Jan Klin & Associates 2013
Language and country traffic
(c) Jan Klin & Associates 2013
Social Media Marketing
(c) Jan Klin & Associates 2013
SEO and Social Media
Social media sites show up in search results (Google Universal Search)
Social Media activity is a signal to search engines
Social media and content marketing naturally build links
Google Plus now firmly integrated with search
(c) Jan Klin & Associates 2013
What can we use Social Media for?
Brand awareness
Brand advocacy
Generating traffic and sales
Customer service and information
Customer support
Typically not at the ‘selling’ end of the funnel
(c) Jan Klin & Associates 2013
Sales Funnel and Inbound Marketing
Accepts that we want to communicate with people at each stage of the process
Accepts that people respond to different media at different stages
Accepts that ‘the more we give the more we get’
Content Marketing– Blogging, S Media,
whitepapers, ebooks, email newsletters…
No interest
(c) Jan Klin & Associates 2013
Google Plus – Serious Facebook competition?
350 million users now signed up
Similar functionality to FBook
Google hangouts – video conference calls
‘circles’ concept is a differentiator
Best of Facebook, Twitter and LinkedIn?
Intertwined with Google search
(c) Jan Klin & Associates 2013
Use ‘circles’ to segment your audience
Eg have a circle for training course attendees
people who have signed up for email newsletters
People interested in Social Media marketing
people interested in
SEO, etc
(c) Jan Klin & Associates 2013
Cloggs ,Social Media and BrandDevelopment – B2C
Started Sept 2009
3 in house members of marketing team – plus all staff encouraged to tweet
Daily activity on Facebook and Twitter
Encourage people to ‘share’ – ie post references on their walls
Encourage people to retweet
To date have around 41000 fans, and 9600 followers
Do weekly blogging
Traffic conversions from web visitors - slightly higher than search marketing
Helps with search engines
(c) Jan Klin & Associates 2013
What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
(c) Jan Klin & Associates 2013
My last visit to Facebook
(c) Jan Klin & Associates 2013
What determines your position? – Edgerank algorithm
(c) Jan Klin & Associates 2013
Edgerank Algorithm
95% of Facebook users use ‘top news’– Clearly if you want top visibility for your brand
you need to understand ‘edgerank’
Egderank based on:- Affinity, Edge weight, recency (so post
often)
‘Edges’ are every interaction you have on Facebook– Eg – uploading a photo, ‘liking’ something etc
(c) Jan Klin & Associates 2013
Carpenteroak- Facebook for promotion
(c) Jan Klin & Associates 2013
Advertise directly-based on demographics
(c) Jan Klin & Associates 2013
100 million on line, Business focussed Set up a profile
– And get found Set up connections with other people Advertise – on a PPC basis
Jobs– Search for jobs, advertise your cv,
advertise your position via your network
(c) Jan Klin & Associates 2013
LinkedIn – participate in groups-or set up your own
(c) Jan Klin & Associates 2013
Set up your Linkedin profile-make it comprehensive so you get found
(c) Jan Klin & Associates 2013
Set up a business page
-Showcase your products-Company updates
-announcements-new services-communicate directly with your
followers
(c) Jan Klin & Associates 2013
Advertise – on a PPC basis
Target By: - Job Title “Patent Attorney” or
“Sr. Laboratory Technician” or "Registered Nurse“
Job Function “Sales” or “Engineering” or "Marketing"
Industry “Banking” or “Biotechology”
Geography “United States” or “Netherlands” or “Toronto”
Company Size "1-10" or “500-1000" people
Company Name "GE" or or "FedEx“
Seniority – Age 35-55 Gender "Female" or "Male“ LinkedIn Group "Business
Intelligence Group" or "Corporate Real Estate"
(c) Jan Klin & Associates 2013
Blogging – the ‘glue’ binding Inbound Marketing
(c) Jan Klin & Associates 2013
Linking your digital assets
(c) Jan Klin & Associates 2013
A passion for Dinosaurs…http://blog.everythingdinosaur.co.uk/
Blogs every day
Auto linked with Social media – FB, YouTube etc
Posts also distributed to article sites and other relevant sites (1700+)
Over 50% of web traffic attributable to blog
Keyphrase list for main phrases and ‘longtail’ used
(c) Jan Klin & Associates 2013
www.everythingdinosaur.com
(c) Jan Klin & Associates 2013
Another happy face!
(c) Jan Klin & Associates 2013
Blogging and SM combined
David Karp – founder and CEO
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Twitter and Promotion
Promotion of your products, websites, events…..
140 characters BUT links back to more detailed content
Link your Blog to Twitter to save time
(c) Jan Klin & Associates 2013
Twitter for Business Leads
Searches for tweets relating to pitch marking
Responds to situations requiring product supply to generate business opportunities
(c) Jan Klin & Associates 2013
Engaging with the influencers
(c) Jan Klin & Associates 2013
Carpenteroak –using twitter for promotion
(c) Jan Klin & Associates 2013
Twitter for Business Leads
Searches for tweets relating to play equipment
Responds to situations requiring product supply to generate business opportunities
(c) Jan Klin & Associates 2013
5 tips to maximise search engine rankings through Twitter
www.wilsonweb.com/linking/basu-twitter-linking.htm
1. Link to your Twitter profile– Link to your Twitter profile from your website, blog, and by using social media sharing buttons.
2. Set up different Twitter accounts if you have different business units– Different Twitter accounts are used when your company's employees use their own personal
accounts to re-tweet tweets from a company account.
3. Use a friendly URL shortener– Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from
a tweet back to your website.
4. Use Klout.com to figure out who you are influenced by– Klout is a service which analyses your influencers and who you influence.
5. Update accounts using RSS feeds of your content– You can create an RSS feed of all the digital assets you have including YouTube videos, white
papers, blog posts, press releases and more, and then syndicate these to Twitter.
(c) Jan Klin & Associates 2013
YouTube and Video Now the number 2 search engine
Now 1 billion unique visitors per month!
Promote your products via YouTube and other video upload sites
Include videos within your own website
Set up you own channel – you may get invited to become a partner
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
www.Blacksheepwools.com
Set up you own channel – you may get invited to become a partner
Invite people to subscribe so they see your videos automatically as you upload them
Substantial driver of traffic for Blacksheep– 13 videos to date– Over 100,000 views
(c) Jan Klin & Associates 2013
Optimise your clips…
(c) Jan Klin & Associates 2013
www.socialmention.com
(c) Jan Klin & Associates 2013
UKTI mentions
(c) Jan Klin & Associates 2013
Pay per Click Advertising
(&PPC)
(c) Jan Klin & Associates 2013
Google Adwords
(c) Jan Klin & Associates 2013
What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
(c) Jan Klin & Associates 2013
WHY USE PAY PER CLICK?
Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation
For short term promotions For new websites Drive country specific searchers
– Geographic targeting Keyphrase analysis
– More accurate than the tools For websites difficult to optimise
– Flash etc
(c) Jan Klin & Associates 2013
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
(c) Jan Klin & Associates 2013
Capture the ‘long tail’
-200,000 keyphrases Targeted
-65,000 alone for boilers
-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’
-Are cheaper AND convert tobusiness easier
(c) Jan Klin & Associates 2013
www.villaretreats.com/ru
A series of Russian landing pages for luxury villas
PPC on Google and Yandex
SEO for these engines also
(c) Jan Klin & Associates 2013
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
How pay-per-click works
(c) Jan Klin & Associates 2013
•Choose titles and descriptions that are relevant to the search
•Strong ‘call to action’
•Repeat search terms in the ad
Do’s and Dont’s
(c) Jan Klin & Associates 2013
•The ad links directly to the relevant landing page
Do’s and Dont’s
(c) Jan Klin & Associates 2013
Consider multiple device types-avoid duplicate content issues
- Use responsive web technologies to identify which device is being used to access your site
-Display different website sizes to reflect the device being used
-Use google analytics to see different device types accessing your site
See Jan Klin’s Blogpost on ‘Responsive web design’
(c) Jan Klin & Associates 2013
Landing Pages
Its not just the home page which needs to engage your audience
Pages searchers and browsers land on which are ‘call to action’ rich
Designed to get visitors to contact you or buy from you
(c) Jan Klin & Associates 2013
An Ideal Landing Page…www.free-employer-advice.co.uk
-Many ‘calls to action’
-Include words which reflect what has been searched for -eg ‘employment law’
-Build trust eg customer testimonials
-appropriate images
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Relativity changes everything
At the end of a semester during an exam a
student exclaimed ‘Sir these are the same questions you asked last year!’
to which Einstein replied ‘ Yes, but this year the answers are different’
(c) Jan Klin & Associates 2013
For a copy of the slides….
Just email – [email protected]
01928 788100 07946 513521