search engine optimisation 2010

11

Slides available from www.businesslink.gov.uk/southwest/eventspresentations

So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

22


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

33


6.5 Bn

1.5 Bn

46m

It’s all about size

44


£88 Bn

£121 Bn

It’s all about size

55


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

66


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?

77


1 Answer

How is your website performing right now?

88


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

99


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

1010


www.google.com/analytics

1111


www.google.com/webmaster

1212


Low conversion % - then let’s look at your site

1313


The Rudiments

The right name

1414


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

1515


The right Name

The Bad

• www.phones4u.com

• www.toys2wish4.com

• www.4learning.co.uk

www.any-domain-with-too-many-hyphens.co.uk

1616


Choosing a name – The Ugly

www.speedofart.

com

1717



www.who

repr

esen

ts.co

m

1818



www.penisland.net

1919


Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?

2020


Does it Grab the Attention?

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

2121


Great conversion % - then let’s look building visitor numbers

2222


Delivering traffic to your website

2323


Why Optimise your Site?

2424


Why Optimise your Site?

Fewer than 50% of Google users go beyond page 1

Less than 10% go beyond Page 2

2525


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”

2626


What’s the big secret?

Do the right things right

and

get the right results

There Isn’t one!

2727


So Andy –

When are you going to tell us how to get to

NUMBER 1

in Google

2828


Not yet….go and register with DMOZ first

www.dmoz.org

2929


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 !

3030


90% of searches conducted on top 4 search engines

1

2

3

4

Google72%

Yahoo

12%

Bing 10% Ask 4%

3131


So Andy –

Are you going to tell us how to

NUMBER 1

in Google

NOW?

3232


Probably the most important content on your web site

What’s the big secret?

3333


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

3434


Google Keyword tool

3535


Where do they go?

3636


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

3737


Where to place KeywordsPage Content

3838


Where to place KeywordsMeta Description Tag

• Limit to around 150 characters

• Use on every page

• Customise for each page

3939


Where to place KeywordsAlternative Attribute – aka Alt Tag

• Every Image needs one

• Build Keyword Count

• Comply with Disability Discrimination Act - Accessibility

4040


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

4141


Page Title

Description Meta Tag

Web Address

Key phrase searched on

4242


Where do they go?

• Page Content

• HTML Page Title

• Meta Page Description

• File / Image Names

• ALT Attributes

• Navigation Link Anchor Text

• URLs

4343


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

4444


Link popularity

4545


Are you registered?

4646


Remember

Your web site is for your

CLIENTS

not the search engines

4747


So Andy –

When are you going to tell us how to get to

NUMBER 1

in Google

4848


Probably the

greatest marketing opportunity

known!

4949


PPC

Results

5050


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

5151


Pay per Click – How it works

1st ad on page

Bid 30p per click

Pay 1p

5252



1st ad on page

Bid 30p per click

Pay 3p

2nd ad on page

Bid 20p per click

Pay 1p

5353



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

5454


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

5555



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

5656


So how can we

improve

the CTR?

5757


Pay per Click – Champion & Challenger

53% 1085 22,849 4.75%

47% 476 20,262 2.35%

5858


What else is there?

5959


6060


Email Marketing

6161


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

6262



It’s Not Expensive

6363



• Mailing list under 500 addresses – then free

• $30 - $50 per month = 3,000 – 5,000 emails

• Pay as You GoFrom $0.01 per email

6464



It’s Effective

6565



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

6666



It’s Easy

6767


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

6868


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

6969


7070


Viral Marketing

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

7171


Viral Marketing -How

• Refer a friend

• Competitions

• Video

7272


Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

400 x 20 160,000

160,000 x 20 3.2m

7373


Viral Marketing

7474


7575


7676


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

7777


Blogging – Where

www.blogger.com

www.wordpress.com

www.typepad.com

www.movabletype.com

7878


Business Networks

7979


Facebook IS Shirley Crabtree

8080


Online Networking - Why

Reach new audiences

• Facebook – 400m

• MySpace – 110m

• Twitter – 110m

• LinkedIn – 70m

• Bebo – 40m

• Plaxo – 15m

• Ecademy – 12m

8181


TWITTER

8282


Twitter – Micro Blogging or Social Networking

8383


8484


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

8585


Your Video

Video Marketing

8686


What the heck is Social Media?

8787


8888


Guerrilla e-marketing

Join the r-evolution

Gu

err

illa

E-M

ark

eti

ng

30 S

ep

tem

ber

2010 –

N.

Wilts

8989


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

9090


Support and Advice

Andy Poulton

Business Linkwww.businesslink.gov.uk/southwest0845 600 66 99

T: 01793 20 80 99M: 07966 547146E: [email protected]

9191


Support and Advice

Advice by•Email•Pre-booked telephone conference•1 to 1 @ Castledown•Site Visit

9292


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

9393


Support and Advice

Andy PoultonBusiness Link

T: 01793 20 80 99M: 07966 547146E: [email protected]

search engine optimisation 2010

Business

keywords page content

page bid

keywords html page title

particular page

site ready

page title relevant

use keywords

home page url