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Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
How to make money from Internet search engines
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
• eBusiness strategist, digital consultant, search marketing expert and organisational senior manager
• Web pioneer: set up ibm.com, the world’s first international commercial website, in early 1990s (with a team!)
• Successful track record managing thriving Internet sites, online projects + campaigns for ‘blue chip’ and SME business projects
• Companies: IBM, British Airways, Kuoni (travel), BOC (gases), PricewaterhouseCooper, Towergate (insurance), Greenlight (SEO), Straightpoint (load cells), Blue Latitude (eConsulting)
• Former senior journalist – Business reporting, Northern Ireland and Gulf War coverage, politics, crime and other regional news
0773 488 2507
linkedin.com/in/markchapman
@mchapman
Short Biography:
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Search:
Opportunity doesn’t knock
these days…
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Search:
…it looks for your Website !
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Europe July 2012 800 B2B £20K+ Decision makers in UK, FR, DE and IT.
BaseOne
Info sources: How decision makers find your business
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Internet search is now a key part of daily life - it is
the most popular online activity, carried out by 87%
of Internet users (2nd is email at 81%, 3rd is social
networking at 42%).
As search engine accuracy has improved, more people
are turning to them first for day-to-day information
instead of traditional tools like phone books and
product catalogues.
How important is SEARCH?
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Found:
A great position in the search engine
rankings is probably the most important
marketing tool you could have right now
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
90% of surfers choose
the natural or organic
listings as opposed to
the paid for or
sponsored listings
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Just 10%
of users
click on
these
sponsored
links
90% of surfers choose
the natural or organic
listings as opposed to
the paid for or
sponsored listings
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Every time a surfer
clicks on a sponsored
link or a banner ad,
this costs the website
owner
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
The listings on the left
hand side of the page
here…
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
…are not only trusted
more by Web surfers
(90% use these)…
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
…they are FREE
when a user clicks
through
i.e. no cost to the
website owner
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
User Habits:
Majority of us prefer the natural listings
We use longer, more specific search
strings/keyword phrases
Make our decisions quickly based on
description tag and domain name
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
For SEO, you have to do all this… Content Code Connections
• Crawlability • HTML • XML sitemaps • URL Structure • Robots.txt • Navigation • 301’s • 404’s • Canonical
• On-Page • Keyword Density • Title Tags • Meta tags • H1, H2 etc • Anchor Text • Navigation
• Linking • Directories • Social, blogs, articles • Press releases • Partners • Internal links
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
… to communicate clearly to search engines
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
WHAT IS PPC? An intro…
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
PPC Stands for "Pay Per Click" and is a type of online advertising found on search engines. PPC advertisements generate traffic for Web publishers each time a visitor clicks on an advertisement.
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Adding SEO to PPC campaigns
Addition of natural / organic SEO to a pre-existing PPC campaign can lead to better results for a website
Research: Impact of running SEO + PPC together
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
SEO and PPC, along with email marketing, are the
most commonly used methods for generating online
leads
For natural search, two thirds of digital marketers say
they achieve returns of more than 300%. Half achieve
an ROI of more than 300% from PPC.
For return on investment, Google is rated as the best
search engine by 80% of company respondents
compared to 11% for MSN and 8% for Yahoo!
SEARCH generates business
Natural SEO attracting higher levels of investment
as companies start to recognise the importance of
natural search
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
The Bottom Line
Money-making model is a simple few steps:
1. Increase impressions on search engines
2. Increase click-throughs from search results
3. Increase leads
4. But it is hard work to implement well…
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Click-Through Rates
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
A website can be optimised for a wide variety of
important search terms to achieve best positions in
the search engine rankings
Through a gradual approach, ‘trust’ is built with the
search engines… Google will start to see the website
as a ‘great source of knowledge’ about your products
Strategic approach to search marketing
Integrated SEO and PPC generates better business by
best optimising content, landing pages and ad
campaigns – to rank well and generate leads
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Mark Chapman. Online Marketing + eBusiness Specialist
ONLINE MARKETING E-COMMERCE
SEARCH STRATEGY
Thank you for listening
Any Questions
?