Search engine optimisation 2010
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Search engine optimisation 2010

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

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

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    Search engine optimisation 2010 Search engine optimisation 2010 Presentation Transcript

      • So Andy –
      • Are you going to tell us how to get to
      • NUMBER 1
      • in Google
      • 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
      Making the most of your website Agenda
      • 6.5 Bn
      • 1.5 Bn
      • 46m
      It’s all about size
      • £88 Bn
      • £121 Bn
      It’s all about size
      • 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
      Making the most of your website Agenda
    • 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?
    • 1 Answer How is your website performing right now?
    • 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
      • 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
      Website performance – what you need to know
    • www.google.com/analytics
    • www.google.com/webmaster
    • Low conversion % - then let’s look at your site
    • The Rudiments The right name
    • 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
    • The right Name
      • The Bad
      • www.phones4u.com
      • www.toys2wish4.com
      • www.4learning.co.uk
      • www.any-domain-with-too-many-hyphens.co.uk
    • Choosing a name – The Ugly www.speedofart.com
    • Choosing a name – The Ugly www.whorepresents.com
    • Choosing a name – The Ugly www.penisland.net
    • Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
    • Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
    • Great conversion % - then let’s look building visitor numbers
    • Delivering traffic to your website
    • Why Optimise your Site?
    • Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
    • 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”
    • What’s the big secret?
      • Do the right things right
      • and
      • get the right results
      There Isn’t one!
      • So Andy –
      • When are you going to tell us how to get to
      • NUMBER 1
      • in Google
    • Not yet…. go and register with DMOZ first www.dmoz.org
    • 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 !
    • 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%
      • So Andy –
      • Are you going to tell us how to
      • NUMBER 1
      • in Google
      • NOW?
    • What’s the big secret? Probably the most important content on your web site
    • Choosing Keywords
      • Think like a customer
      • Think laterally
      • Brainstorm Keywords
      • Ask everyone
        • Search using your keywords and see what appears
      • Use the Google keyword tool www.google.co.uk/keyword
    • Google Keyword tool
    • Where do they go?
      • 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 Keywords HTML Page Title
    • Where to place Keywords Page Content
    • Where to place Keywords Meta Description Tag
        • Limit to around 150 characters
        • Use on every page
        • Customise for each page
    • Where to place Keywords Alternative Attribute – aka Alt Tag
        • Every Image needs one
        • Build Keyword Count
        • Comply with Disability Discrimination Act - Accessibility
      • 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
      • Header Tags <H1> </H1>
      Where to place Keywords Name files with keywords
    • Page Title Description Meta Tag Web Address Key phrase searched on
    • Where do they go?
      • Page Content
      • HTML Page Title
      • Meta Page Description
      • File / Image Names
      • ALT Attributes
      • Navigation Link Anchor Text
      • URLs
    • 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
    • Link popularity
    • Are you registered?
    • Remember
      • Your web site is for your
      • CLIENTS
      • not the search engines
      • So Andy –
      • When are you going to tell us how to get to
      • NUMBER 1
      • in Google
    • Probably the greatest marketing opportunity known!
    • PPC Results
    • Pay per Click aka 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
    • Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p
    • 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
    • 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
    • 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
    • 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
      • So how can we
      • improve
      • the CTR?
    • Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35%
    • What else is there?
    •  
    • Email Marketing
    • 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
    • Why Email Marketing? It’s Not Expensive
    • Why Email Marketing?
      • Mailing list under 500 addresses – then free
      • $30 - $50 per month = 3,000 – 5,000 emails
      • Pay as You Go From $0.01 per email
    • Why Email Marketing? It’s Effective
    • 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
    • Why Email Marketing? It’s Easy
    • 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
    • Email Marketing – Key Elements to success
      • Develop your database Existing Client Data Encourage Subscription through website Subscription through other routes
      • Produce your content Relevant Tailored Attention Grabbing
      • Measure Performance Number of emails sent Number of emails opened Number of emails acted on
    •  
    • Viral Marketing
      • Get other people to do your marketing for you
      • It’s free
      • Give them something in return if possible
    • Viral Marketing -How
      • Refer a friend
      • Competitions
      • Video
    • Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m
    • Viral Marketing
    •  
    •  
    • 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
    • Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
    • Social Networks Business Networks
    • Facebook IS Shirley Crabtree
    • Online Networking - Why
      • Reach new audiences
      • Facebook – 400m
      • MySpace – 110m
      • Twitter – 110m
      • LinkedIn – 70m
      • Bebo – 40m
      • Plaxo – 15m
      • Ecademy – 12m
    • TWITTER
    • Twitter – Micro Blogging or Social Networking
    •  
    • 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
    • Your Video Video Marketing
    • What the heck is Social Media?
    •  
    • Guerrilla E-Marketing 30 September 2010 – N. Wilts Guerrilla e-marketing Join the r-evolution
    • 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/webmaster Google Analytics www.google.com/analytics
      • Continually monitor your site’s ranking and make improvements where possible
    • 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]
    • Support and Advice
      • Advice by
      • Email
      • Pre-booked telephone conference
      • 1 to 1 @ Castledown
      • Site Visit
    • 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
    • Support and Advice Andy Poulton Business Link T: 01793 20 80 99 M: 07966 547146 E: [email_address]