Business Growth Show Momentum Slide Show 20101006

Competitor SpotlightReport:

http://www.momentumws.co.uk/competitor-survey.php

Momentum | 2010-10-06

Jonathan Fink

Using SEOTo IncreaseOnline Sales



Results

© 2010, Momentum Web Solutions 2

enquiries

Keywords1,588

Visits2,186

www.momentumws.co.uk/bgs

Keywords4,407

Visits8,439

Keywords6,590

Visits18,663



Contents

1. Results first- What is a result?

2. No plan, no action- Target audience

- Who cares?

3. Choices- In-house challenges

- Agency risks

4. Take control - Marketing super heroes


1. Focus & direction- Core keywords- Long tail opportunity

2. (No) Shortcuts- On-page content- Off-page content

3. Tricks and illusions - Fast track to oblivion - Lies and deceptions

4. Action and inertia




What is a result?



• Conversions- Downloads

- Enquiries

- Demos

- Sales

• Goals- On-site actions (I.e. Video views)

- Specific behaviour (I.e. Social media links)

• Performance indicators- Key user performance data (bounce rate, etc)

- Time on site, page views, bounce rate (Q-score*)

*Momentum’sQuality score



No plan, no action



• Everything the wrong way round- Design before planning

- Planning before strategy

- Content last

- Sales processes after launch

- Expect strategy from a designer, plans from a coder, design from an optimiser, coding from a marketer

• Where opportunities are lost- No action during design process

- ‘Job done’ after launch mentality

- Waiting for a visibility ‘miracle’

- Forget what the site is for!

1. strategy

2. planning

3. content

4. design

a) Target date

b) Evolving site

c) Optimise

d) Selling!



No plan, no action



• Target audience- What are you selling?

- Where are you selling it? (I.e. online)

- When do people buy it? (I.e. seasonality)

- How do they buy it? (timescale, decision-making, etc)

- How many and how frequently do they buy?

• Who cares? - What problem does it solve?

- What are the benefits?

- Why buy from you?

- Why buy now?

Customer-centric content

Supporting messages

Positioning / USP

Sell the next step



Choices



• In-house challenges- Direction, discipline, scale, delivery, sustainability

• Agency risks- Commitment, communication, transparency, impact, economics

• Approach - Natural ‘algorithmic’ rankings

- Paid Advertising (PPC / Google AdWords)

• Campaign choices - To blog or not to blog?

- News, Events or PR? FAQ or Glossary?



Take control



• Marketing super heroes- Coding expert

- Blog evangelist

- Number cruncher

- Unlimited free time

• Realism and hard work- Control content

- Delegate repeatable tasks

- ‘Own’ strategic actions

- Benchmark progress



Focus and direction



• Core keywords- Primary phrase (chocolate biscuit recipe)

- Related phrases (chocolate cookie)

- Plurals and variations (recipes for biscuits)

- Full phrase (find online recipes to make chocolate biscuits)

• Qualifiers (refinement)- What is it? (software); What does it do? (management)

- Qualities (materials, texture, quality, colour, size)

- Market characteristics (commercial, price, delivery)

- Who is it for? (gender, age, job role, industry)

- Who are you? (vendor, expert, consultant, agency)



Focus and direction



• Brand keywords - (+) High search volumes

- (-) Intense competition

- (+) Highly targeted (good conversion)

- (-) High quality expectations (choice)

• The ‘Long Tail’ of search- I.e. Expert Oxford Chartered Accountancy services for Sole traders

- (-) Lower volume of search per phrase

- (+) Vast number of potential combinations

- (+) Lower competition and highly targeted

- (-) Challenge of deploying phrases



Endless Long Tailwww.momentumws.co.uk/bgs



(No) Shortcuts



• On-page content (text)- Quality and relevance

- Structure and logic

- Hierarchy and focus (keyword placement & density)

- Calls-to-action and compulsion

• Off-page content (links)- Relevance and volume

- Authority and PageRank

- Language and tone (keyword usage and variety)

- Frequency and resources



Tricks and illusions



• Fast track to oblivion - Do nothing

- Hide stuff (I.e. white on white)

- Deception; spam; irrelevant actions

- Use repetitive, robotic language

- Do it for search engines, not customers

• Lies and deceptions - “Guaranteed #1 rankings”

- “Top slot within days”

- “Submission to 1,000’s of directories”

- “It’s complex, we’ll handle it all”



Action and inertia



• Set targets - Short term, high impact, low cost, fewest dependencies, etc…

- Stick to structured Action Plan, assign resources, etc…

- Monitor performance; do more of what works

• Own your SEO project- Ask more questions (the right ones)

- Don’t live in blissful ignorance

- Don’t abdicate responsibility

- And don’t wait!

• Q&A- Ask an SEO expert; visit our stand at Business Growth Show



Stages in SEO

• Research• Competitors – context & insights • Opportunities – niches & challenges• Strategies – actions for dominance

• Optimisation and Promotion• Transparency – ethical and open• Action – clear steps, data, proofs• Empowerment – client in control

• Results• Visitors – greater volumes & relevance • Enquiries – more qualified enquiries • Conversion – better returns





SEO Clients





BGS Offer

• Competitor Spotlight• Find out – how Google sees your site | FREE REPORT

• Learn – who leads your industry | 30 MIN CALL

• Understand – the market opportunity | WORTH £150

• www.momentumws.co.uk/bgs

• Receive your FREE report within 3 days



Documents

Business Growth Show Momentum Slide Show 20101006