Search engine optimisation 2010

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A half-day workshop presentation looking at search engine optimisation for small to medium-sized businesses.

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Search engine optimisation 2010

  1. 1. <ul><li>So Andy – </li></ul><ul><li>Are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  2. 2. <ul><li>Housekeeping </li></ul><ul><li>Introduction </li></ul><ul><li>So how big is the internet really? </li></ul><ul><li>Your site, my site, their site, the RIGHT site </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Guerrilla E-Marketing </li></ul><ul><li>Close </li></ul>Making the most of your website Agenda
  3. 3. <ul><li>6.5 Bn </li></ul><ul><li>1.5 Bn </li></ul><ul><li>46m </li></ul>It’s all about size
  4. 4. <ul><li>£88 Bn </li></ul><ul><li>£121 Bn </li></ul>It’s all about size
  5. 5. <ul><li>Housekeeping </li></ul><ul><li>Introduction </li></ul><ul><li>So how big is the internet really? </li></ul><ul><li>Your site, my site, their site, the RIGHT site </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Guerrilla E-Marketing </li></ul><ul><li>Close </li></ul>Making the most of your website Agenda
  6. 6. 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?
  7. 7. 1 Answer How is your website performing right now?
  8. 8. 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
  9. 9. <ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there </li></ul><ul><ul><li>How many pages do they look at? </li></ul></ul><ul><ul><li>How long do they spend on the site? </li></ul></ul><ul><ul><li>How does this compare against the targets set for the site? </li></ul></ul><ul><ul><li>How many conversions occur? </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Email contact </li></ul></ul></ul><ul><ul><ul><li>Subscription </li></ul></ul></ul><ul><ul><ul><li>Calls </li></ul></ul></ul>Website performance – what you need to know
  10. 10. www.google.com/analytics
  11. 11. www.google.com/webmaster
  12. 12. Low conversion % - then let’s look at your site
  13. 13. The Rudiments The right name
  14. 14. 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
  15. 15. The right Name <ul><li>The Bad </li></ul><ul><li>www.phones4u.com </li></ul><ul><li>www.toys2wish4.com </li></ul><ul><li>www.4learning.co.uk </li></ul><ul><li>www.any-domain-with-too-many-hyphens.co.uk </li></ul>
  16. 16. Choosing a name – The Ugly www.speedofart.com
  17. 17. Choosing a name – The Ugly www.whorepresents.com
  18. 18. Choosing a name – The Ugly www.penisland.net
  19. 19. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
  20. 20. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  21. 21. Great conversion % - then let’s look building visitor numbers
  22. 22. Delivering traffic to your website
  23. 23. Why Optimise your Site?
  24. 24. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
  25. 25. Search Engine Optimisation (SEO) <ul><li>Optimisation is NOT a one time process </li></ul><ul><li>Optimisation is VITAL if you want a good position </li></ul><ul><li>Optimisation involves detailed analysis of web page content AND layout </li></ul>The art of integrating keywords – making pages “search friendly”
  26. 26. What’s the big secret? <ul><li>Do the right things right </li></ul><ul><li>and </li></ul><ul><li>get the right results </li></ul>There Isn’t one!
  27. 27. <ul><li>So Andy – </li></ul><ul><li>When are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  28. 28. Not yet…. go and register with DMOZ first www.dmoz.org
  29. 29. How do Search Engines Work? <ul><li>Search Engines use Robots to Spider sites </li></ul><ul><li>Search Engines rank web sites against own unique criteria </li></ul><ul><li>Sites can be optimised if criteria understood </li></ul><ul><li>These criteria are NOT fixed ! </li></ul>
  30. 30. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%
  31. 31. <ul><li>So Andy – </li></ul><ul><li>Are you going to tell us how to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul><ul><li>NOW? </li></ul>
  32. 32. What’s the big secret? Probably the most important content on your web site
  33. 33. Choosing Keywords <ul><li>Think like a customer </li></ul><ul><li>Think laterally </li></ul><ul><li>Brainstorm Keywords </li></ul><ul><li>Ask everyone </li></ul><ul><ul><li>Search using your keywords and see what appears </li></ul></ul><ul><li>Use the Google keyword tool www.google.co.uk/keyword </li></ul>
  34. 34. Google Keyword tool
  35. 35. Where do they go?
  36. 36. <ul><li>HTML Title </li></ul><ul><li>This is what will be catalogued - about 80 characters </li></ul><ul><ul><li>3 or 4 keywords </li></ul></ul><ul><ul><li>Make each page title relevant to each particular page </li></ul></ul>Where to place Keywords HTML Page Title
  37. 37. Where to place Keywords Page Content
  38. 38. Where to place Keywords Meta Description Tag <ul><ul><li>Limit to around 150 characters </li></ul></ul><ul><ul><li>Use on every page </li></ul></ul><ul><ul><li>Customise for each page </li></ul></ul>
  39. 39. Where to place Keywords Alternative Attribute – aka Alt Tag <ul><ul><li>Every Image needs one </li></ul></ul><ul><ul><li>Build Keyword Count </li></ul></ul><ul><ul><li>Comply with Disability Discrimination Act - Accessibility </li></ul></ul>
  40. 40. <ul><li>HTML page name www.sbas.org.uk/non-executive-director.htm </li></ul><ul><ul><li>Images non-executive-director.jpg </li></ul></ul><ul><li>Use keywords for Text Links [Anchor Text] Non Executive Directors </li></ul><ul><li>Header Tags <H1> </H1> </li></ul>Where to place Keywords Name files with keywords
  41. 41. Page Title Description Meta Tag Web Address Key phrase searched on
  42. 42. Where do they go? <ul><li>Page Content </li></ul><ul><li>HTML Page Title </li></ul><ul><li>Meta Page Description </li></ul><ul><li>File / Image Names </li></ul><ul><li>ALT Attributes </li></ul><ul><li>Navigation Link Anchor Text </li></ul><ul><li>URLs </li></ul>
  43. 43. What Else Counts? <ul><li>Google will measure your site based on “relevance” </li></ul><ul><li>The number of times it is clicked in a search </li></ul><ul><li>The number of INCOMING links </li></ul>
  44. 44. Link popularity
  45. 45. Are you registered?
  46. 46. Remember <ul><li>Your web site is for your </li></ul><ul><li>CLIENTS </li></ul><ul><li>not the search engines </li></ul>
  47. 47. <ul><li>So Andy – </li></ul><ul><li>When are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  48. 48. Probably the greatest marketing opportunity known!
  49. 49. PPC Results
  50. 50. Pay per Click aka PPC, Adwords, Sponsored Links <ul><li>Google Adwords 25 characters max </li></ul><ul><li>Check out Google Advertising 35 characters max </li></ul><ul><li>Get Started Today 35 Characters max </li></ul><ul><li>www.google.co.uk Home page URL </li></ul><ul><li>www.google.co.uk/adwords Where the click lands </li></ul>
  51. 51. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p
  52. 52. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
  53. 53. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p
  54. 54. The genius that is CTR <ul><li>CTR = Click Through Ratio </li></ul><ul><li>= the % of Clicks against Impressions </li></ul><ul><li>Impressions (number of time your ad is displayed) </li></ul><ul><li>Clicks (number of times your ad is clicked on) </li></ul><ul><li>1% is so-so to OK </li></ul><ul><li>2% is OK </li></ul><ul><li>3% and above is doing well </li></ul>
  55. 55. Pay per Click – How it works 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 1 st ad 2 nd ad
  56. 56. <ul><li>So how can we </li></ul><ul><li>improve </li></ul><ul><li>the CTR? </li></ul>
  57. 57. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35%
  58. 58. What else is there?
  59. 60. Email Marketing
  60. 61. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  61. 62. Why Email Marketing? It’s Not Expensive
  62. 63. Why Email Marketing? <ul><li>Mailing list under 500 addresses – then free </li></ul><ul><li>$30 - $50 per month = 3,000 – 5,000 emails </li></ul><ul><li>Pay as You Go From $0.01 per email </li></ul>
  63. 64. Why Email Marketing? It’s Effective
  64. 65. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
  65. 66. Why Email Marketing? It’s Easy
  66. 67. Email Marketing – Tools <ul><li>MailChimp www.mailchimp.com </li></ul><ul><li>Vertical Response www.verticalresponse.com </li></ul><ul><li>Constant Contact www.constantcontact.com </li></ul><ul><li>AWeber www.aweber.com </li></ul><ul><li>Mailing Manager www.mailingmanager.co.uk </li></ul><ul><li>Graphic Mail www.graphicmail.co.uk </li></ul>
  67. 68. Email Marketing – Key Elements to success <ul><li>Develop your database Existing Client Data Encourage Subscription through website Subscription through other routes </li></ul><ul><li>Produce your content Relevant Tailored Attention Grabbing </li></ul><ul><li>Measure Performance Number of emails sent Number of emails opened Number of emails acted on </li></ul>
  68. 70. Viral Marketing <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  69. 71. Viral Marketing -How <ul><li>Refer a friend </li></ul><ul><li>Competitions </li></ul><ul><li>Video </li></ul>
  70. 72. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m
  71. 73. Viral Marketing
  72. 76. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  73. 77. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
  74. 78. Social Networks Business Networks
  75. 79. Facebook IS Shirley Crabtree
  76. 80. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 400m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 110m </li></ul><ul><li>LinkedIn – 70m </li></ul><ul><li>Bebo – 40m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  77. 81. TWITTER
  78. 82. Twitter – Micro Blogging or Social Networking
  79. 84. Video Marketing <ul><li>YouTube – 2Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  80. 85. Your Video Video Marketing
  81. 86. What the heck is Social Media?
  82. 88. Guerrilla E-Marketing 30 September 2010 – N. Wilts Guerrilla e-marketing Join the r-evolution
  83. 89. What’s Next? <ul><li>Critically assess your site </li></ul><ul><li>Research keywords thoroughly </li></ul><ul><li>Ensure your keywords are in the right places </li></ul><ul><li>Monitor performance Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics </li></ul><ul><li>Continually monitor your site’s ranking and make improvements where possible </li></ul>
  84. 90. Support and Advice Andy Poulton Business Link www.businesslink.gov.uk/southwest 0845 600 66 99 T: 01793 20 80 99 M: 07966 547146 E: [email_address]
  85. 91. Support and Advice <ul><li>Advice by </li></ul><ul><li>Email </li></ul><ul><li>Pre-booked telephone conference </li></ul><ul><li>1 to 1 @ Castledown </li></ul><ul><li>Site Visit </li></ul>
  86. 92. Resources <ul><li>Google Webmaster Resources </li></ul><ul><li>Search Engine Watch – everything you need to know about SEO </li></ul><ul><li>Market Leap – find out who links to you AND your competitors </li></ul><ul><li>Google Keyword Tool – choose relevant keywords </li></ul><ul><li>Drayton Bird – Direct Marketing genius </li></ul><ul><li>Perry Marshall – FREE Google Adwords course </li></ul><ul><li>Cardell Media – Marketing Guru, loads of FREE stuff! </li></ul><ul><li>Bruce Clay – More excellent SEO information </li></ul>
  87. 93. Support and Advice Andy Poulton Business Link T: 01793 20 80 99 M: 07966 547146 E: [email_address]

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