Welcome

“How to Increase your Internet Footprint” Online Marketing Seminar

Why we decided to host this seminar?

Agenda

• How to Improve Your Internet Footprint– Uncovering the Secret Ways to Increase your Internet Footprint

• Web Page Basics– The importance of providing your site with the best opportunity for growth

• Break

• Search Engines– Using Google to maximise your online presence

• Lunch

• Does PPC (Pay per Click) really work? – A view from the trenches

• Social Media– Coming, ready or not!

• Seminar Summary– Prize draw for round of golf, open questions and answers session.

Generate UK - Background

• Formed in 2007 • Specialist Digital Marketing Agency – The next generation• Built on wealth of client side commercial experience• Strong team of developers and designers • Delivering online solutions for genuine business problems• Our strength is developing Online Marketing Strategies• Training and independent technology consultants• Leadership Solutions • Partner to the ‘best of breed’ software authors

Innovators and market leaders in online communications, business development and marketing solutions

Who We Work With?

CONTENT MANAGEMENT SYSTEMS

WEBSITE DESIGN & BUILD

Control, Speed and Flexibility

Branding, Visual Engagement, Interaction & the User

Experience

Traffic Generation / Inbound Enquires / Brand Awareness and

Increasing the web site’s footprint

Understanding & Reaction

WEB ANALYTICS

SEO / SEM /Email Marketing PPC/Online PR & Advertising

Leadership

Leadership Leadership

Leadership

What Do We Do?

How to Increase your Internet Footprint

Uncovering the Secret Ways to Increase your Internet Footprint

We’ll cover the following

• What is your Internet Footprint?

• Why it is important

• Why it is good for your business

• Ways to help increase your Internet Footprint

What is an Internet Footprint

• It’s the trail of evidence that you

exist on the Internet

• All indexed website’s have an Internet Footprint

• Some are much larger than others

• If your business objectives include selling more or being seen more online, your Internet Footprint should be important to you

Why is it important

• It’s a way for you to measure the reach of your web site

• It’s a way to measure your site against your competitors

• It’s a way for you to identify the strengths and weaknesses of your web site based upon your business objectives

• It’s a way to measure the success of a brand

The larger the better for traffic purposes

The Tale of Two Flooring Companies

Flooring Company Two

Why it is good for business

• Knowing about your Internet Footprint allows you to manage your brand and reputation online

• We all recognise that more and more pre-purchase research is carried out on the Internet

• We all have the opportunity to increase our Internet Footprint

Larger your footprint = the greater your traffic

As an aside, more and more companies are checking a candidate’s Internet Footprint before offering them a job. Time to check your MyFace

profiles!

CONTENT MANAGEMENT SYSTEMS

WEBSITE DESIGN & BUILD

Control, Speed and Flexibility

Branding, Visual Engagement, Interaction & the User

Experience

Traffic Generation / Inbound Enquires / Brand Awareness and

Increasing the web site’s footprint

Understanding & Reaction

WEB ANALYTICS

SEO / SEM /Email Marketing PPC/Online PR & Advertising

Leadership

Leadership Leadership

Leadership

Ways to help increase your Internet Footprint

Keywords

Action

Research your keywords

Place your keywords into

targeted groups

Everything stems from

keyword research

Results

Linking in to what your visitors

are using to search

Smaller and more manageable

Knowing our keywords allows

us to optimise for SEs

Content

Action

Ensure that your content includes your keywords

Ensure that your web pages follow search engine guidelines... Titles, descriptions, keyword density etc

On-page optimisation, it needs to be done. If you’re not sure what this is, please check our handout.

Result

Your site is targeted and relevant to your visitors

You’re following best practices and not risking a flag

If you do not get this right, it will be a struggle to increase your Internet Footprint

Keywords & Content = Basics

• Now that the basics are in place, you’re giving your site the best chance to grow.

• Keywords

• Content

• On-page optimisation

GENERATE UK’S TOP 10 WAYS TO INCREASE YOUR INTERNET FOOTPRINT

Business Blogging

• Less formal than your main website

• Allows you to make comment or to position yourself more as an industry leader/voice

• Is more dynamic, so you can add more content quickly and easily

• More content means more food for the search engine spiders

• Which means, more pages indexed.....

Press Releases

• Underused method for breaking newsworthy items about your company

• A good press release can go viral, which means can be picked up by news agencies, national press etc

• It’s a great way to create back links to your website

• All of this means more pages indexed...

Link Build Strategies

• You can’t get away from having to do link building if you are serious about your Internet Footprint

• We often look at competitor sites

• This is a particular challenge for new websites

• Look to your partners, suppliers and friends first and try to make your links “in content”

• Try to get your customers to help you, i.e. review sites, directory reviews etc

Pay per click/banner ads

• For a new website, PPC is still the best way to be seen on the Internet

• Use with extreme caution as it can be expensive, try to split your PPC budget with general search engine optimisation strategies

• Banner advertisements are seen as old fashioned, however they can have an impact with the right campaign

Using Video/File Sharing

• YouTube! is now owned by Google and is the 2nd largest search engine

• YouTube! videos are showing up in search results

• Broadband and higher connection speeds mean more people use video

• It’s quick and easy to set up

Local Search Optimisation

• Very under utilised

• More weight is being put on local search results

• Users tend to search locally, i.e. “Online Marketing Newbury”

Forums and Communities

• Identify the main communities in your business sector

• Use forum signatures but take steps to protect your brand image

• Add value and be seen to be giving and not taking

Social Networking

• Look under the covers of social networking, Mark will provide more detail on this later

• There are lots of different sites

which offer opportunities to

increase footprint and traffic

Offering a Download

• Industry specific sites where you can submit a whitepaper or a guide

• Software sites where you can offer a tool or a development

• Something quirky or potentially viral that people can link to

• Leverage document sharing sites

Podcasting

• A great way to offer your content in a new and exciting way

• Share the responsibility with your partners or customers

• Your content and pages can be picked up by Podcast directories and syndication services

• Also applies to RSS feeds....

Summary

• What is your Internet Footprint?

• Why it is important

• Why it is good for your business

• Ways to help increase your Internet Footprint

Questions?