Search engine optimisation seminar - Glos/Bris Autumn 2010

11

Slides available from www.businesslink.gov.uk/southwest/eventspresentations

Delivering traffic to your website

22


Introduction - Business Link – Services

Business Link

0845 600 99 66

[email protected]

www.businesslinksw.co.uk

33


So Andy –

Are you going to tell us how to get to

NUMBER 1

in Google

44


Making the most of your website

Agenda

• Housekeeping

• Introduction

• So how big is the internet really?

• Your site, my site, their site, the RIGHT site

• Search Engine Marketing

• Guerrilla E-Marketing

• Close

55


6.5 Bn

1.5 Bn

46m

It’s all about size

66


£88 Bn

£121 Bn

It’s all about size

77


World Wide Web – The World Wide WHY!

Less Paper

Less Travelling

Less Carbon

IYRE = Improve Your Resource Efficiency

88


Making the most of your website

Agenda

• Housekeeping

• Introduction

• So how big is the internet really?

• Your site, my site, their site, the RIGHT site

• Search Engine Marketing

• Guerrilla E-Marketing

• Close

99


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?

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1 Answer

How is your website performing right now?

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Everything on the internet can be measured

You just have to know how

If it can’t be measured – it’s probably not worth doing

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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

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www.google.com/analytics

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www.google.com/webmaster

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

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The Rudiments

The right name

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Choosing a name – The Good

www.diy.com

www.blogger.com

www.itv.com

www.wispa.co.uk

www.formula1.com

www.tesco.co.uk

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The right Name

The Bad

• www.phones4u.com

• www.toys2wish4.com

• www.4learning.co.uk

www.any-domain-with-too-many-hyphens.co.uk

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Choosing a name – The Ugly

www.speedofart.

com

2020



www.who

repr

esen

ts.co

m

2121



www.penisland.net

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Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?

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Does it Grab the Attention?

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

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

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Delivering traffic to your website

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Why Optimise your Site?

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Why Optimise your Site?

Fewer than 50% of Google users go beyond page 1

Less than 10% go beyond Page 2

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Search Engine Optimisation (SEO)

• Optimisation is NOT a one time process

• Optimisation is VITAL if you want a good position

• Optimisation involves detailed analysis of web page content AND layout

The art of integrating keywords – making pages “search friendly”

2929


What’s the big secret?

Do the right things right

and

get the right results

There Isn’t one!

3030


So Andy –

When are you going to tell us how to get to

NUMBER 1

in Google

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Not yet….go and register with DMOZ first

www.dmoz.org

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How do Search Engines Work?

• Search Engines use Robots to Spider sites

• Search Engines rank web sites against own unique criteria

• Sites can be optimised if criteria understood

• These criteria are NOT fixed !

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90% of searches conducted on top 4 search engines

1

2

3

4

Google72%

Yahoo

12%

Bing 10% Ask 4%

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So Andy –

Are you going to tell us how to

NUMBER 1

in Google

NOW?

3535


Probably the most important content on your web site

What’s the big secret?

3636


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 http://goo.gl/ah50

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Google Keyword tool

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Where do they go?

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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 KeywordsHTML Page Title

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Where to place KeywordsPage Content

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Where to place KeywordsMeta Description Tag

• Limit to around 150 characters

• Use on every page

• Customise for each page

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Where to place KeywordsAlternative Attribute – aka Alt Tag

• Every Image needs one

• Build Keyword Count

• Comply with Disability Discrimination Act - Accessibility

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HTML page name

www.sbas.org.uk/non-executive-director.htm

• Images

non-executive-director.jpg

• Use keywords for Text Links [Anchor Text]

Non Executive Directors

Where to place KeywordsName files with keywords

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A Highlighter for the Search Engines

Where to place Keywords Header Tags <H1> </H1>

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Page Title

Description Meta Tag

Web Address

Key phrase searched on

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Where do they go?

• Page Content

• HTML Page Title

• Meta Page Description

• File / Image Names

• ALT Attributes

• Header Tags

• Navigation Link Anchor Text

• URLs

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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

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Link popularity

The free SEO Extension for Google Chrome

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Are you registered?

5050


Remember

Your web site is for your

CLIENTS

not the search engines

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So Andy –

When are you going to tell us how to get to

NUMBER 1

in Google

5252


Probably the

greatest marketing opportunity

known!

5353


PPC

Results

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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

5555


Pay per Click – How it works

1st ad on page

Bid 30p per click

Pay 1p

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1st ad on page

Bid 30p per click

Pay 3p

2nd ad on page

Bid 20p per click

Pay 1p

5757



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

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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

5959



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

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So how can we

improve

the CTR?

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Pay per Click – Champion & Challenger

53% 1085 22,849 4.75%

47% 476 20,262 2.35%

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What else is there?

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Email Marketing

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Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers

6666



It’s Not Expensive

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Why Email Marketing?It’s Effective

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Email Marketing – Tools

• MailChimp www.mailchimp.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• AWeber www.aweber.com

• Mailing Manager www.mailingmanager.co.uk

• Graphic Mail www.graphicmail.co.uk

7070


7171


Viral Marketing

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

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Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

400 x 20 160,000

160,000 x 20 3.2m

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Britain’s Got TalentSusan Boyle

Over 70m viewings in 1 week

Link to YouTube clip of Susan Boyle

http://www.youtube.com/watch?v=8OcQ9A-5noM

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Blogging – Why

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated

7676


Blogging – Where

www.blogger.com

www.wordpress.com

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Business Networks

7878


Facebook IS Shirley Crabtree

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Online Networking - Why

Reach new audiences

• Facebook – 550m

• MySpace – 110m

• Twitter – 145m

• LinkedIn – 75m

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TWITTER

8181


Twitter – Micro Blogging or Social Networking

8282


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Video Marketing

• YouTube – 2Bn videos watched………..DAILY

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity 2nd most searched site on the internet

8484


Your Video

Video Marketing

8585


Link to

What the heck is Social Media?

http://www.youtube.com/watch?v=QLd9q88ohUs

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Guerrilla e-marketing

Join the r-evolution

Gu

err

illa

E-M

ark

eti

ng

Com

ing

soon

to a

ven

ue n

ear

you

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How to eat an elephant

8888


How to eat an elephant

Ask others in the business or close• Geeks• Family• Children

Upskill Yourself & Your Team• LMAS• Strategic Development

Bring in the Experts• Networking• Consultants

8989


What’s Next?

• Critically assess your site

• Research keywords thoroughly

• Ensure your keywords are in the right places

• Monitor performance

Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics

• Continually monitor your site’s ranking and make improvements where possible

9090


Resources

• Google Webmaster Resources

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

• Market Leap – find out who links to you AND your competitors

• 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

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Support and Advice

Andy PoultonBusiness Link

T: 01793 20 80 99M: 07966 547146E: [email protected]