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Online Marketing Workshop (29th July 2014)

Online Marketing Workshop (29th July 2014)

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Online marketing Online marketing Presentation Transcript

  • Copyright©2014TortrixLtd.Allrightsreserved Online Marketing Making the most of your digital presence
  • Copyright©2014TortrixLtd.Allrightsreserved John Nunn Tortrix Ltd Solutions Architect / Managing Director john@tortrix.net @johnnunn | @tortrixltd john.nunn.779 | tortrixltd
  • Copyright©2014TortrixLtd.Allrightsreserved Agenda Day 1 9:00 – 9:30 Coffee & Registration  What is Online Marketing  An Overview of Search Engine Optimisation (SEO) 10:30 – 10:45 Coffee  On Page SEO  Off Page SEO 12:00 – 12:45 Lunch  Social Media Marketing  LinkedIn  Twitter  Facebook 14:00 – 14:15 Coffee  You Tube  Google+  Other Social Media Networks 15:00 Close
  • Copyright©2014TortrixLtd.Allrightsreserved Agenda Day 2 9:00 – 9:30 Coffee & Registration  Search Engine Marketing 10:30 – 10:45 Coffee  Search Engine Marketing 12:00 – 12:45 Lunch  Google Analytics 14:00 – 14:15 Coffee  Google Analytics 15:00 Close
  • Copyright©2014TortrixLtd.Allrightsreserved Marketing Not Sales IS NOT  Directly related to business generation IS  Increases Awareness  Disseminates information
  • Copyright©2014TortrixLtd.Allrightsreserved Search Engine Optimisation (SEO) “Helping Google show your page when a user searches for the content it contains.”
  • Copyright©2014TortrixLtd.Allrightsreserved In the good old days  Pre Google Domimance!  Simple Keyword usage  Good Description  Submit site to search engine.
  • Copyright©2014TortrixLtd.Allrightsreserved On Page vs Off Page ON PAGE  25% of SEO Activity  Keyword Usage  Appropriate Tagging  Relevant links  Good structure  Quick Load Times OFF PAGE  75% of SEO Activity  Good Relevant Links  Social Sharing
  • Copyright©2014TortrixLtd.Allrightsreserved On Page SEO
  • Copyright©2014TortrixLtd.Allrightsreserved On Page Checklist  Always start with keyword selection, research and testing  Meta Description tag  ALT tags  H1 tags  URL structure  Internal linking strategy  Content  Keyword density  Site maps, both XML and user facing  Usability and accessibility  Track target keywords
  • Copyright©2014TortrixLtd.Allrightsreserved Common Errors  Duplicate content  URL variants of the same pages  Off-site images and content on-site  Duplicate title tags
  • Copyright©2014TortrixLtd.Allrightsreserved SPAM  Hidden text  Hidden links  Keyword repetition  Doorway pages  Mirror pages  Cloaking
  • Copyright©2014TortrixLtd.Allrightsreserved Off Page SEO
  • Copyright©2014TortrixLtd.Allrightsreserved Off Page Checklist  Always start with keyword research, testing and selection  Use Keywords in link anchor text  Obtain links from high ranking publisher sites  One-way inbound links (not link exchange or reciprocal links)  Different keywords in your link-ads from the same site  Gradual link building technology (no growth spikes)  Use relevant keywords near your inbound link (contextual relevance)  Deep linking (from multiple pages to multiple pages)  Target a large list of keywords (5-500+)  Link from sites with a variety of LinkRanks  Track all active keywords and refine strategy as required  Discontinue campaigns if ranking does not improve
  • Copyright©2014TortrixLtd.Allrightsreserved Common Errors  Duplicate keywords in link avderts  Site-wide links causing link growth spikes  Using on-page SEOs to do the work of specialist off-page SEO's  Placing random links without keywords near your link advert
  • Copyright©2014TortrixLtd.Allrightsreserved SPAM  Link farms (sites with 100+ outbound links per page)  Using irrelevant keywords in your link-ads  Garbage links  Link churning  Hidden inbound links
  • Copyright©2014TortrixLtd.Allrightsreserved Social Media Marketing The most influential and powerful form of SEO
  • Copyright©2014TortrixLtd.Allrightsreserved Social Media – explained by Donuts Facebook – I Like Donuts Twitter – I’m eating a #donut Foursquare – This is where I eat donuts You Tube – Here is a video of me eating a donut Instagram – Here’s a vintage photo of me eating a donut Linked In – My skills include donut eating Pintrest – Here is a donut recipie Last FM – I’m listening to donut Google+ - I’m a google employee who eats donuts
  • Copyright©2014TortrixLtd.Allrightsreserved LinkedIn  259 million users  40% of users check daily  3 million business pages  2.1 million groups  94% of recruiters use LinkedIn to vet applicants
  • Copyright©2014TortrixLtd.Allrightsreserved Twitter  What can you say in 140 characters or less  645 million Users  58 Million Tweets per day or 9,100 per second  2.1 billion searches per day
  • Copyright©2014TortrixLtd.Allrightsreserved Facebook  Largest Social Media Site  over 1 billion active users  Open to anyone over the age of 14.  Must be a real person  Companies only have pages, managed by users.  People have friends  People ‘Like’ Pages.
  • Copyright©2014TortrixLtd.Allrightsreserved YouTube  Second largest Search Engine  65 hours of content uploaded a minute  4.25 billion content views per day
  • Copyright©2014TortrixLtd.Allrightsreserved Google+  300 million active users (100 million in china)  Average time spent per month 6min 47s