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(c) Jan Klin & Associates 2011
Today’s Answers to Yesterday’ s Marketing Questions–
Inbound Marketing - From Social Media Marketing to SEO
Jan KlinManaging PartnerJan Klin & Associates01928 788100
(c) Jan Klin & Associates 2011
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 2011
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 2011
Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.com
http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town…
Baidu – ChinaNaver – KoreaYandex – Russia
Are dominant in their respective countries
(c) Jan Klin & Associates 2011
Google – ‘Universal Search’ and DAO (Digital Assets Optimisation)
Content retrieved from:Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInMySpace, video ,etc
(c) Jan Klin & Associates 2011
Google Places
-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 2011
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 2011
The Spidering Process
(c) Jan Klin & Associates 2011
Are you in the Google index?Site:www.yourdomain.com
Use the ‘Site’ command with your domain name at the Google search box
For Example: Site:www.businesslinkke
nt.com
497 web pages in the index
(c) Jan Klin & Associates 2011
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 2011
Keyphrase Selection
It’s a two stage process…
1. Developing the Initial List
2. Refining and shortlisting your choices
See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html
(c) Jan Klin & Associates 2011
Developing the Initial 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 2011
Keyphrase Analysis
Or…run a pay per click campaign!– 3 months
This way you’ll find out what really works– What converts to
sales or enquiries
(c) Jan Klin & Associates 2011
What are the main factors to consider when selecting and prioritising keyphrases?
Search Volume – the number of monthly searches– The bigger the better?
Business Relevance – how important is this term to my business
Keyphrase relevance – what is the searcher looking for when using this phrase– Single word phrases are not good as its difficult to know the searchers intent– Phrases can have different meanings ‘eg ‘cold treatment’– Mix ‘long tail’ and ‘head phrases’
Competition – how much competition is there for this phrase
(c) Jan Klin & Associates 2011
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 2011
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 2011
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 2011
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 2011
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
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 2011
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 2011
Different Pages Optimised for Different Keyphrases
(c) Jan Klin & Associates 2011
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 2011
Major Ranking Factors
On Page Factors (‘Entry Ticket’)– Metadata – title, keyword, description, H1– Visible (readable) html content– Internal links
Off Page Factors (‘Competitive Differentiators’)– Inbound link infrastructure– Directories, blogs, pr sites, etc, etc..– Domain trust – age, age of links
Behavioural (less important generally , BUT will become more important)– Number of visits, length of stay
(c) Jan Klin & Associates 2011
Use www.backlinkwatch.com to check your links
Inbound Links
(c) Jan Klin & Associates 2011
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 2011
Link Building Strategies
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.linkpopularity.com
(c) Jan Klin & Associates 2011
Where do links come from?
Directories– General– Industry specific– Some free some paid for
Strategic Partnership links Reciprocal links In newsgroups and other forums Portals
– Geographic– ecommerce
In Blogs Banners Affiliates Social Media sites
(c) Jan Klin & Associates 2011
www.alibaba.com – worlds largest B2B Directory
(c) Jan Klin & Associates 2011
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 2011
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 2011
Where do these links come from?PR (‘Public Relations’) Sites
PR Directories
Examples– PRWeb– PR World– Marketwire– Business Wire– PR Newswire
(c) Jan Klin & Associates 2011
Anchor Text Example
<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
(c) Jan Klin & Associates 2011
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 2011
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 2011
See the top visited sites around the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2011
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 2011
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 2011
Google Plus – Serious Facebook competition?
90 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 2011
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 2011
Cloggs ,Social Media and BrandDevelopment
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 17000 fans, and 9000 followers
Do weekly blogging
Traffic conversions from web visitors - slightly higher than search marketing
Helps with search engines
(c) Jan Klin & Associates 2011
Cloggs and Social Media
They follow their competitors followers – who in turn follow them
Encourage people to follow/like them in return for getting regular offers and promotions
Use social media to enagage and interact with their customers – offers, problems , etc
Use social media also for email database sign-ups
Only generates a few £1000s per month
Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen
(c) Jan Klin & Associates 2011
What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
(c) Jan Klin & Associates 2011
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 2011
Affinity
Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand
For example –– if you comment on someones photo they are more likely
to appear in your feed– If you snoop on someones profile (eg ex girlfriend) you are
more likely to appear in their feed
(c) Jan Klin & Associates 2011
Edge Weight All ‘edges’ arent created equal
We know that photos, videos and links have high edge weight
Knowing this we should use these edges and encourage people to interact with them– So use a variety of these objects in your status updates to
appeal to different people who respond to different object– Encourage them click on a photo or video– Encourage them to click on a link, etc– In short encourage interaction with you via multiple
objects
(c) Jan Klin & Associates 2011
Lots of interaction to engage fans, increase affinity and increase sales
Encourage interaction
Add free downloads of vids and music
Competitions (eg tickets to shows) to engage fans and their friends
Vids and music have high edge weight
Posting twice a day for recency
(c) Jan Klin & Associates 2011
Google + now included in search results
Google Search Plus Your World (GSPYW)– Google brings in results from your
social network (even if you ar not signed in)
Previously it couldnt get into all Facebook data but now can through G+
See Jan’s Blog Post– http://www.janklin.com/blog/exciting-
google-changes-search-plus-your-world
(c) Jan Klin & Associates 2011
Including your social circles in search results
Google now has access to reliable social signals for search results – which it never could get through Facebook
Eg – if you are searching for holidays in New Zealand – photos, recommendations etc will be served up from your social circle – providing you are signed into your Google account
(c) Jan Klin & Associates 2011
Google’s Plus One Similar to Facebooks ‘like’
button
Allows you to mark web pages you like from search results
Google will then include these sites in your search results
More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends
You need to be signed in, and have a Google profile
(c) Jan Klin & Associates 2011
Put your blog at the epicentre of your social media and web marketing
A typical blog….
(c) Jan Klin & Associates 2011
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
Over 50% of web traffic attributable to blog
Keyphrase list for main phrases and ‘longtail’ used
(c) Jan Klin & Associates 2011
Benefits of a Good Blog
Good way to keep in touch with your audience– Rss, email, bookmarking
Integrated Blog (eg Wordpress) helps with SEO– Long tail, links
Search engine compliant– Metatagging automatic– Textual content– Adds authority
Your bridge to Social Media Marketing
(c) Jan Klin & Associates 2011
Your Blog-articles
-Press releases-Lessons-reviews-guides
……
PR sites(eg PRweb.com)
Social Bookmarking sites(eg delicious.com )
Social Networking sites(eg Facebook)
Syndicate content to other blogs
Microblogging sites(eg Twitter)
RSS to others
Email to contact database
Video sites(eg YouTube)
Submit to article sites
(c) Jan Klin & Associates 2011
Facebook and Marketing
Over 800 million active users
Adding users at the rate of 250,000 per day
Top Social Search Engine Largest Social media site
(c) Jan Klin & Associates 2011
Develop your visibility
Create an engaging page– Events, videos, discussions, photos, blog
articles
Get found by search – based on content and number of ‘fans’– Get people to ‘like’ you
Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog– Advertise!
(c) Jan Klin & Associates 2011
Instant Success with Facebook
Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured thatthere will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know!
ADAM BECK-Ampwire Ltd
(c) Jan Klin & Associates 2011
Twitter - Microblogging
Twitter and promotion
Twitter and real time search
(c) Jan Klin & Associates 2011
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 2011
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 2011
Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161
Twitter’s first real attempt at monetisation
Pay to have your selected tweats appear at the top of the search list
People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results
Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards
(c) Jan Klin & Associates 2011
Twellow.com
Twitter Directory
See what people are tweeting about in your sector
(c) Jan Klin & Associates 2011
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 2011
YouTube and Video Now the number 2
search engine
Promote your products via YouTube and other video upload sites
Include videos within your own website
(c) Jan Klin & Associates 2011
Video SEO guidelines-Posted
Ensure video is tagged with relevant keywords
Ensure it is in the most appropriate category
Overdub the video with your domain name
Ensure you include a clickable domain name back to your site
Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)
Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings
(c) Jan Klin & Associates 2011
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 2011
Set up your Linkedin profile
(c) Jan Klin & Associates 2011
Set up a business page
-Showcase your products-Company updates
-announcements-new services-communicate directly with your
followers
(c) Jan Klin & Associates 2011
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 2011
Advertise Directly
Target by gender,age, location, keywords…
Use ‘pay per click’ or ‘pay per view’– Low click through rates so PPC best
Use Google Adwords content targeting
(c) Jan Klin & Associates 2011
www.backtype.com – monitor what people are saying about you on the web
(c) Jan Klin & Associates 2011
Social Media – what’s relevant to you?
Organise in order of importance..– Your Blog
What could you blog about?
– Facebook– Twitter– YouTube– Google Plus– Other ?
(c) Jan Klin & Associates 2011
– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list
33% of internet 33% 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 2011
What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
(c) Jan Klin & Associates 2011
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 2011
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
(c) Jan Klin & Associates 2011
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 2011
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 2011
Keyword selectionStage 1 Stage 2 Stage 3 Stage 4 Stage 5
co
nsu
mers
tho
ug
hts
erStage 1 Stage 2 Stage 3 Stage 4 Stage 5
buy
co
nsu
mers
tho
ug
hts
er
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
firmingup initial
idea
decidingon amaker
lookingfor best
price
thinking about
it
decidingon a
model
computer
132,755
laptop
19,152
sony vaio
2,264
sony vaio z1sp
47
cheap sony vaio laptop
11
£5.00 £0.46 £0.40 £0.10 £0.10
(c) Jan Klin & Associates 2011
•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 2011
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 2011
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 2011
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 2011
For a copy of the slides….
Just email – jan@janklin.com
01928 788100 07946 513521
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