understanding online marketing webinar
TRANSCRIPT
Presentation:Understanding Online Marketing
Presenter: Sam Shetty Date: Sept 2011
Agenda
■ Why you need to act NOW!
■ Search engine optimisation
■ SEO Process
■ SEO Limitations
■ Q & A
Do you know any shopping centre that can reach over 20 million people and is open 24 hours a day?
Go where the people are.
Show me the money!
$143 billionTotal value of goods sold
by Australian online stores
2009-2010*.
• This figure is up by 15% on the previous year*
• In 2012, Aussies are predicted to spend $32 billion online!**
• Nearly 80% of internet users have made a purchase online***
* Source: Australian Bureau of Statistics (ABS)
** Source: Forrester research - B and T Magazine August 2009.
*** Source: Neilsen Rating study - reported in Marketing Charts, November 2008
Sales conversions
>95%Of online shoppers search the web for
product reviews and price comparisons
before making a purchase.
These consumers are influenced by:
• Research capabilities
• Social media &
• Increased mobility
* PricewaterhouseCoopers Digital Media Research report July 25th 2011
Initial steps
Make sure they stay!
Tell them…■ Who you are? ■ What you do?■ Why is it important to them?■ What to do next?
10 seconds…before a potential customer hits the ‘Back’ button
Common problems and concerns
Is your website not generating enough traffic & revenue?
Too far down the search engine results?
Not getting enough online enquiries?
Unsure about keyword strategy?
Confused by link strategy?
Is your website hard to find?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
What is search engine optimisation?
Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.
Wikipedia
Initial Steps
■ Keyword research
■ Setup Google Analytics
■ Setup Google webmaster tools
■ Google places
■ On page optimisation
■ Setup social media
Keyword research
Google Analytics
Google webmaster Tools
Search Engine Optimisation
■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report)■ Competition analysis■ Site structure■ Sitemap■ Local business results■ On-page optimisation■ Directory submission ■ Article submission■ Link building ■ Industry specific optimisation
Duplicate Content
SEO limitations
■ Takes longer to get near the top
■ Google is always one step ahead
■ Flash websites are much harder to optimise
■ High competition for the best keywords
■ Difficult to rank high for generic keywords
Is there something else I can use to get around these problems?
