SearchSmar Small Biz 2.0 V2

. marketing services …

BT SearchSmart bringing enterprise level search in reach of

small businesses

Mark Riley

BT SearchSmart Product Manager Small Business 2.023 January 2010

. marketing services …

20m min Agenda

• Some themesUniversal searchReal timeHyperlocalData

• How to chose an agency

• SearchSmart – the rationale

• SearchSmart – the product

• Further reading

. marketing services …

All About BT Business

BT Business is the division of BT Group that delivers communications and IT solutions to UK SMBs. It currently serves around 1 million of the 1.6 million businesses in the UK that pay VAT (sales tax). Our mission is to help UK SMBs succeed by transforming the way they work, in particular by making it easier for them to adopt new technology.

We are the UK market leader in fixed and premise-based communications and broadband, and a challenger brand in mobile solutions and IT services.

. marketing services …

The Small Business Owner’s dilemma

In-house (DIY)Train myself upAsk my Chief Marketing Officer to do it –

oh, that’s meGet my nephew in one day a week

Outsource Ask my local webdev guyFind an internationally recognised digital agency Lucky dip (Google search)

BT…..

. marketing services …

Search is more than just text – Universal Search

Maps

Image and Video

Product Reviews

. marketing services …

Real time – real important

. marketing services …

Mobile drives hyper-local

. marketing services …

Track to understand - the devils in the data

. marketing services …

How to chose an agency

• Track record – testimonials and case studies

• White hat, black hat, grey hat “I have heard of something called link buying, do you do that?”

• SEO and PPC? Integrated with social? Landing pages and call tracking?

• Transparency on pricing - % media spend?

• Ongoing customer support

• What’s there own SEO like?

. marketing services …

Approach – lead with affordable SEO, bolt on PPC, analytics and link building

++

+

+

Basic Search Engine Optimisation from £74.99 a month

Basic Search Engine Optimisation from £74.99 a month

Link Builder£100

Link Builder£100

30 minutesconsultation30 minutesconsultation

Standalone PPC min £300

Standalone PPC min £300

Pay Per Click Min £100

Pay Per Click Min £100

+

Google Analytics £75Google Analytics £75

. marketing services …

BT SearchSmart – Overview

SEO Option 1

£100 set up , £74.99 / month

Introductory package to Search Engine OptimisationSite AuditRecommendations 15 page recommendations reportAccess to portal and advice

Paid search campaign management

Keyword selectionBudget managed Budget pacedKeywords optimised monthly

SEO Option 2

£100 set up , £349.99 / month

All of Option 1 plus

Link building

Phone support

Bolt Ons

•Web analytics expert set up - £75 (available to customers option 1 / 2 )

•Link builder - £100 (available to customers on SEO option 1 or 2

•Online marketing specialists on demand - £50 per session

. marketing services …

Screengrabs

• Portal home page

• Example of logged in portal - clicks and spend data

. marketing services …

. marketing services …

. marketing services …

SearchSmart Recommendations Report

Introduction to SEOGoogle Local Business Centre recommendation Keyword SelectionWebsite OverviewDomain SettingsWebsite SizeSitemapRobots.txtDomain AgeInternal LinkingPage StructureW3C ValidationUse of CSSUse of JavaScriptOn Page RecommendationsPage TitleMeta DescriptionMeta KeywordsMain Heading (h1)Main Content

. marketing services …

Further reading…

• www.bt.com/searchsmart• Twitter smiler29, seoptimise, Latitudegroup, • Get to # 1 on Google Ben Norman• 30 Day Challenge Ed Dale • Search Engine Watch • Techcrunch UK and Ireland http://

uk.techcrunch.com/ • New Media Age Magazine http://

www.nma.co.uk • Revolution Magazine http://

www.brandrepublic.com/revolution/

• http://www.slideshare.net/smiler29/