Welcome November 2009 Internet marketing, SEO, Social Networks and more… Getting the best from the web
Who are we? <ul><li>Oliver Stephens / Andy Atkins / Carly Herron </li></ul><ul><li>Dr Steve Winfield </li></ul><ul><li>Kat...
Phew - what a ride <ul><li>Computers </li></ul><ul><li>Websites </li></ul><ul><li>Search Engine Optimisation </li></ul><ul...
Why do we do this? <ul><li>Businesses were often  persuaded  they needed a website </li></ul><ul><li>Technical solutions <...
Getting found
Getting found Over here! Over here! Over here! Over here! Over here! Over here! Over here! Over here!
Objectives <ul><li>Understand the key issues in developing  traffic  to your website </li></ul><ul><li>And how to make you...
Time
Practice
Agenda <ul><li>Part One </li></ul><ul><ul><li>Introduction and background </li></ul></ul><ul><ul><li>Search Engine Optimis...
Our Approach – Key Principles <ul><li>This is about marketing </li></ul><ul><li>Core v bleeding edge </li></ul><ul><li>Eff...
Components - islands <ul><li>Highly dynamic = ongoing work </li></ul><ul><li>Components </li></ul><ul><li>Integrated and i...
Our target audience
SEO – On Page Andy Atkins
Before you start <ul><li>What  do you want the site to do for you? </li></ul><ul><li>Who  do you want to visit? </li></ul>...
Chicken and Egg Site Structure or SEO? <ul><li>We know we must optimise each key page </li></ul><ul><li>Each key search ph...
Search engines
<ul><li>Spiders and ‘Bots </li></ul><ul><li>Algorithms and relevance </li></ul><ul><li>Popularity and ‘inbound links’ </li...
The structure of SEO Off site www.youraddress.co.uk Google factors
What’s important? <ul><li>Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) </li></ul><ul><li>GOOD MET...
What’s important? <ul><li>Avoiding ‘clever’ code </li></ul><ul><li>High quality inbound links </li></ul><ul><li>Site map <...
How to speed up visibility <ul><li>Sponsored links - Google Adwords </li></ul><ul><li>Email newsletters </li></ul><ul><li>...
Assessing Progress <ul><li>Search position </li></ul><ul><li>Basic Stats. (hits, page requests, unique visitors) + Bounces...
Site traffic measurement <ul><li>Traffic Stats </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>What </li>...
“ The Perfect Page”
 
State of the Market
Some techie stuff!
Basic Homepage Requirements <ul><li>Very ‘clowny’ </li></ul><ul><li>Upfront product and buying access </li></ul><ul><li>‘ ...
Reminder of the key factors <ul><li>Page URL </li></ul><ul><li>Page Title (should be the meta title) </li></ul><ul><li>Pag...
Search Engines love RELEVANT content!! People love QUALITY content!!
First step <ul><li>What are the search terms to be? How do we choose these? </li></ul><ul><li>Get this wrong and you go no...
Search Terms <ul><li>Niche v Broad terms.  The long tail. </li></ul>
Web address:   www.clownsinsurance.co.uk
 
Which of these Titles would you go for? <ul><li>Insurance for clowns, clowns, clowns insurance, clowns insure, insurance <...
Page Descriptions… <ul><li>The Competition </li></ul><ul><ul><li><meta name=&quot;description&quot; content=&quot;Duck for...
The Code <title> Clown   Insurance - Clown Insurance From The UKs Leading Insurer Of Clowns < &quot;Description&quot; cont...
 
 
Getting to the top can be easy!
Traffic – Off Page
Links - Directories
Linking Activity <ul><li>Directories (paid-for and free) </li></ul><ul><li>Relevant partner sites </li></ul><ul><li>Qualit...
The Web Marketing Mantra….. Good content and good links  equal good rankings and good rankings equal good traffic (popular...
Sponsored Links change
Sponsored Links
Adwords <ul><li>Niche v Broad terms.  The long tail. </li></ul>
Does it work? <ul><li>Sainsbury’s Business Direct: Christmas Hamper Campaign </li></ul><ul><ul><li>Adwords generated 69% o...
Summary
We’re online!
Easy isn’t it?
Where are we? Targetometer
Coffee Break
Our Approach – Key Principles <ul><li>This is about marketing </li></ul><ul><li>Core v bleeding edge </li></ul><ul><li>Eff...
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Get the best from the web Part One Pres

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Presentation part 1
Do you want to get your site seen by search engines and to drive more traffic to your site? Or do you wish you could get better value from the visitors you are getting? Maybe you read the press and are wondering whether Twitter or facebook can help your business?

If the answer is "yes" to any of these then this presentation is for you:

Understand search engines and how to attract them to your website
Develop online and offline marketing strategies
Use the internet to create a powerful prospect database
Build your brand and attract visitors online
And understand how to use cost effective internet communications

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Get the best from the web Part One Pres

  1. 1. Welcome November 2009 Internet marketing, SEO, Social Networks and more… Getting the best from the web
  2. 2. Who are we? <ul><li>Oliver Stephens / Andy Atkins / Carly Herron </li></ul><ul><li>Dr Steve Winfield </li></ul><ul><li>Katherine Vinal </li></ul><ul><li>Andy Welsh </li></ul><ul><li>www.mblsolutions.co.uk 0191 250 4530 </li></ul>
  3. 3. Phew - what a ride <ul><li>Computers </li></ul><ul><li>Websites </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Internet marketing, emailing and PPC </li></ul><ul><li>Web “Footprint” </li></ul><ul><li>Web 2.0 and Social Networking </li></ul><ul><li>Creating a Web “Presence” </li></ul><ul><li>Along the way – Freeserve and the dot com crash </li></ul>
  4. 4. Why do we do this? <ul><li>Businesses were often persuaded they needed a website </li></ul><ul><li>Technical solutions </li></ul><ul><li>Difficult and expensive to change </li></ul><ul><li>Static stand-alone monuments </li></ul><ul><li>Lost amongst thousands of websites </li></ul>
  5. 5. Getting found
  6. 6. Getting found Over here! Over here! Over here! Over here! Over here! Over here! Over here! Over here!
  7. 7. Objectives <ul><li>Understand the key issues in developing traffic to your website </li></ul><ul><li>And how to make your website work harder for your business </li></ul><ul><li>Understand how to use the internet effectively in your business marketing </li></ul><ul><li>Get and keep more customers </li></ul>
  8. 8. Time
  9. 9. Practice
  10. 10. Agenda <ul><li>Part One </li></ul><ul><ul><li>Introduction and background </li></ul></ul><ul><ul><li>Search Engine Optimisation (on site) </li></ul></ul><ul><ul><li>Generating Traffic Online (but off site) </li></ul></ul><ul><li>Break </li></ul><ul><li>Part Two </li></ul><ul><ul><li>Social Networking (on and off site) </li></ul></ul><ul><ul><li>Proactive Traffic Generation (Offline) </li></ul></ul><ul><ul><li>Integrated Marketing Campaigns </li></ul></ul><ul><li>Question time </li></ul>
  11. 11. Our Approach – Key Principles <ul><li>This is about marketing </li></ul><ul><li>Core v bleeding edge </li></ul><ul><li>Effort v Result </li></ul>
  12. 12. Components - islands <ul><li>Highly dynamic = ongoing work </li></ul><ul><li>Components </li></ul><ul><li>Integrated and interrelated </li></ul>
  13. 13. Our target audience
  14. 14. SEO – On Page Andy Atkins
  15. 15. Before you start <ul><li>What do you want the site to do for you? </li></ul><ul><li>Who do you want to visit? </li></ul><ul><li>What do you want it to do for the visitor – what do you want them to see ? (Immediately) </li></ul><ul><li>Where do you want to take them with one click? </li></ul><ul><li>What do you want the visitor to do – the Action ? </li></ul>? ? ? ? ?
  16. 16. Chicken and Egg Site Structure or SEO? <ul><li>We know we must optimise each key page </li></ul><ul><li>Each key search phrase needs a key page </li></ul><ul><li>Actually need to to think about optimisation before you structure the site – so you structure the site around optimisation? </li></ul>
  17. 17. Search engines
  18. 18. <ul><li>Spiders and ‘Bots </li></ul><ul><li>Algorithms and relevance </li></ul><ul><li>Popularity and ‘inbound links’ </li></ul><ul><li>Submissions and Site Maps </li></ul><ul><li>A dynamic environment </li></ul>Search Engine Basics
  19. 19. The structure of SEO Off site www.youraddress.co.uk Google factors
  20. 20. What’s important? <ul><li>Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) </li></ul><ul><li>GOOD META PAGE TITLE & DESCRIPTION </li></ul><ul><li>Good meta keywords??? (search terms) </li></ul><ul><li>GREAT CONTENT </li></ul><ul><li>H1 Headers </li></ul><ul><li>Image tags and descriptions </li></ul><ul><li>Internal links </li></ul>
  21. 21. What’s important? <ul><li>Avoiding ‘clever’ code </li></ul><ul><li>High quality inbound links </li></ul><ul><li>Site map </li></ul><ul><li>Robots .txt file </li></ul><ul><li>Age of domain </li></ul><ul><li>Site “Authority” </li></ul><ul><li>“ Alive” </li></ul>
  22. 22. How to speed up visibility <ul><li>Sponsored links - Google Adwords </li></ul><ul><li>Email newsletters </li></ul><ul><li>Listing on appropriate websites (stockist or partner listings, etc.) </li></ul><ul><li>Linking in general </li></ul><ul><li>Putting your website address on everything! </li></ul>
  23. 23. Assessing Progress <ul><li>Search position </li></ul><ul><li>Basic Stats. (hits, page requests, unique visitors) + Bounces </li></ul><ul><li>Page Rank ` </li></ul><ul><li>Backlinks analysis </li></ul><ul><li>Indexing frequency </li></ul><ul><li>Google analytics </li></ul>
  24. 24. Site traffic measurement <ul><li>Traffic Stats </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>What </li></ul><ul><li>Goals </li></ul><ul><li>How (they found us) </li></ul>
  25. 25. “ The Perfect Page”
  26. 27. State of the Market
  27. 28. Some techie stuff!
  28. 29. Basic Homepage Requirements <ul><li>Very ‘clowny’ </li></ul><ul><li>Upfront product and buying access </li></ul><ul><li>‘ Get a Quote’ and newsletter facilities to generate leads </li></ul><ul><li>Company credentials, reassuring content, testimonials. </li></ul><ul><li>Conventional, non-challenging page layout </li></ul><ul><li>Simple, fast navigation with everything available from the homepage </li></ul><ul><li>Highly relevant content and background coding. </li></ul><ul><li>Be better than the current best of the competition </li></ul>
  29. 30. Reminder of the key factors <ul><li>Page URL </li></ul><ul><li>Page Title (should be the meta title) </li></ul><ul><li>Page description (from meta or visible text) </li></ul><ul><li>Page keywords (ignored by some engines) </li></ul><ul><li>Page content (including any image AltTags) </li></ul><ul><li>All active links (inbound and outbound) </li></ul>
  30. 31. Search Engines love RELEVANT content!! People love QUALITY content!!
  31. 32. First step <ul><li>What are the search terms to be? How do we choose these? </li></ul><ul><li>Get this wrong and you go nowhere – but it’s an ongoing process. </li></ul><ul><li>The biggest potential con for anyone in our game! </li></ul><ul><li>Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE </li></ul>
  32. 33. Search Terms <ul><li>Niche v Broad terms. The long tail. </li></ul>
  33. 34. Web address: www.clownsinsurance.co.uk
  34. 36. Which of these Titles would you go for? <ul><li>Insurance for clowns, clowns, clowns insurance, clowns insure, insurance </li></ul><ul><li>Clown insurance from the UK’s leading insurer of clowns </li></ul><ul><li>The UK’s leading provider of clown insurance </li></ul><ul><li>Clown insurance for UK clowns </li></ul>
  35. 37. Page Descriptions… <ul><li>The Competition </li></ul><ul><ul><li><meta name=&quot;description&quot; content=&quot;Duck for Cover arranges low cost public liability insurance cover. Duck For Cover Entertainers Group arranges low cost public liability insurance for performers and entertainers. Duck for Cover specialises in performers liability insurance,entertainers, duck for cover affordable,public,cheap,low cost,free,professional liability insurance,product liability insurance,general liability insurance,business . &quot;> </li></ul></ul><ul><li>Ours </li></ul><ul><ul><li><meta name=”description” content=”Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance ”> </li></ul></ul>
  36. 38. The Code <title> Clown Insurance - Clown Insurance From The UKs Leading Insurer Of Clowns < &quot;Description&quot; content=&quot; Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance &quot; /> &quot;Keywords&quot; content=&quot; clown insurance,insurance for clowns,UK clowns,party clown insurance,part-time clown insurance,professional clown insurance,insuring UK clowns, circus clowns insurance, clowns liability cover &quot;
  37. 41. Getting to the top can be easy!
  38. 42. Traffic – Off Page
  39. 43. Links - Directories
  40. 44. Linking Activity <ul><li>Directories (paid-for and free) </li></ul><ul><li>Relevant partner sites </li></ul><ul><li>Quality vs. quantity (high PR links) </li></ul><ul><li>Outbound/Reciprocal/Exchange </li></ul><ul><li>Social Networks </li></ul>
  41. 45. The Web Marketing Mantra….. Good content and good links equal good rankings and good rankings equal good traffic (popularity) and good traffic equals rankings, etc, etc,
  42. 46. Sponsored Links change
  43. 47. Sponsored Links
  44. 48. Adwords <ul><li>Niche v Broad terms. The long tail. </li></ul>
  45. 49. Does it work? <ul><li>Sainsbury’s Business Direct: Christmas Hamper Campaign </li></ul><ul><ul><li>Adwords generated 69% of search engine traffic to the whole SBD site </li></ul></ul><ul><ul><li>Search engine traffic tripled </li></ul></ul><ul><ul><li>Click-through rate of over 6% </li></ul></ul><ul><li>New Look Business Solutions: Vouchers and Cards </li></ul><ul><ul><li>Adwords generates 55% of search engine traffic to the whole NLBS site </li></ul></ul><ul><ul><li>Search engine traffic doubled </li></ul></ul><ul><ul><li>The top 3 search terms are non-New Look specific and driven wholly by Adwords </li></ul></ul>
  46. 50. Summary
  47. 51. We’re online!
  48. 52. Easy isn’t it?
  49. 53. Where are we? Targetometer
  50. 54. Coffee Break
  51. 55. Our Approach – Key Principles <ul><li>This is about marketing </li></ul><ul><li>Core v bleeding edge </li></ul><ul><li>Effort v Result </li></ul>

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