search engine optimisation

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Delivering traffic to your website

Andy PoultonBusiness Adviser ICT


Making the most of your website Agenda

• Introduction

• So how big is the internet really?

• Search Engine Marketing

• What else is there?

• Close


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2005 2006 2007 2008 2009 2010

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Source IMRG


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?


1 Answer

How is your website performing right now?


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


Typical Web stats


www.google.com/analytics


Is this better?


www.google.com/webmaster


Is your business ready?

Do you have• Phone systems in place to deal with calls?

• People to deal with enquiries?

• Stock to deal with uplift in orders?

• Logistics in place to deliver on new orders?

• Cashflow to meet increased demand?


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


Is your site ready?Is it• Fast to load?

• Easy to Navigate?

• Loaded with compelling and relevant content?


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


Search Marketing


First - go and register with DMOZ

www.dmoz.org


90% of searches conducted on top 4 search engines

1

2

3

4

Google72%

Yahoo

12%

Bing 10% Ask 4%


Why Optimise your Site?


Why Optimise your Site?

Fewer than 50% of Google users go beyond page 1

Less than 10% go beyond Page 2


Search Engine Optimisation (SEO)

• Understanding how your customers are looking for YOU [key words/phrases]

• Understanding WHERE the search engines look on your pages

• Ensuring the KEY WORDS/PHRASES are available in the places the search engines look

The art of making web pages “search engine friendly”

On-site Optimisation


Search Engine Optimisation (SEO)

• Understanding how other factors can INFLUENCE

the search engines and how

YOU can use these to

YOUR advantage

The art of making web pages “search engine friendly”

Off-site Optimisation


What’s the big secret?

Do the right things right

and

get the right results

There Isn’t one!


Probably the most important content on your web site

What’s the big secret?


Choosing Keywords

• Think like a customer

• Think laterally

• Brainstorm Keywords

• Ask everyone

• Search using your keywords and see what appears

• Use the free Google keyword tool


Where do they go?


Where to place KeywordsHTML Page Title

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 KeywordsPage Content


Where to place KeywordsMeta Description Tag

• Limit to around 150 characters

• Use on every page

• Customise for each page


Where to place KeywordsAlternative Attribute – aka Alt Tag

• Every Image needs one

• Build Keyword Count

• Comply with Disability Discrimination Act - Accessibility

Perry Marshall – Adwords Expert


Where to place KeywordsName files with keywords

• HTML page name - www.perrymarshall.com/google/adwords.htm

• Images - adwords-expert.jpg

• Keywords for Text Links [Anchor Text] -

• Header Tags <H1> </H1>


Where they go - summary

• Page Content

• HTML Page Title

• Meta Page Description

• File / Image Names

• ALT Attributes

• Navigation Link Anchor Text

• URLs


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

aka Back-Links


Back-Link verification


Remember

Your web site is for your

CLIENTS

not the search engines


Probably the

greatest marketing opportunity

known!


PPC

Results


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


Pay per Click – How it works

1st ad on page

Bid 30p per click

Pay 1p



1st ad on page

Bid 30p per click

Pay 3p

2nd ad on page

Bid 20p per click

Pay 1p



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


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



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


So how can we

improve

the CTR?


Pay per Click – Champion & Challenger

53% 1085 22,849 4.75%

47% 476 20,262 2.35%

% served Clicks Impr. CTR


What else is there?


Email Marketing


Business Networks


TWITTER


Resources

• Google Webmaster Resources

• Search Engine Watch – everything you need to know about SEO

• SeoMoz – SEO information and resources

• 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


Andy Poulton

Business Link

M: 07966 547146

E: [email protected]

http://www.businesslink.gov.uk/southwest/eventspresentations

mailto:[email protected]

