Irun webinar-seobasics-july10
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Brush up on the basics of effective seo. Writing good copy on page and in the meta data is still good practice and can make the difference in SERPs. Summary of best practice off page techniques or how ...

Brush up on the basics of effective seo. Writing good copy on page and in the meta data is still good practice and can make the difference in SERPs. Summary of best practice off page techniques or how other sites connect to you.

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  • Our objective is to improve your knowledge across a range of internet / business development topics. This is intended to help you to make informed decisions when engaging with your chosen supplier or raise confidence if choosing to tackle ‘in house’.
  • Enhancing Search Engine performance for google, yahoo, msn/microsoft, etc. It’s about how your content ranks against the competition on any given search terms.
  • It isn’t about your experience, or that you provide a quality service, or that you’re passionate about your business. Or that you provide a professional service. Who’d use an unprofessional service? - Entry level… It’s about what benefits your products or services give to your customers. Because people are not interested in your past, they’re interested in their future after you’ve done your thing. Your UBP can be found in your case studies and testimonials. Ask your customers for testimonials: Problem – solution - result
  • (Below bracket) This virtuous circle is designed to drive these KPIs (Key Performance Indicators) If you can improve each of these KPIs by just 10% through best practice seo, how much extra profit could you make? Or looked at another way, how much profit are you leaving on the table at present?
  • Looking at website positioning…
  • Knowing where your site is, on this chart will help you decide what remedial action you need to take.
  • So don’t just rely on navigation. Good internal links within the content and at the end of pages helps google index your site more deeply and thoroughly. Lead people first and google will follow …
  • Meaning… If you’re not on the first 2pp of serps you’re virtually invisible. In fact most people not only don’t click on p2 and beyond, they don’t even scroll p1, preferring to try another search term instead. Which means that if you’re below the fold on p1. you may still not be visible.
  • KEI = Good indicator of useful keywords. Comparing how much a term is searched against the competition to decide which are the best (most effective) terms to use
  • Meta title: 67ch. Meta description:156ch. Google will truncate. So front load key terms. Google won’t necessarily use your meta data to display in SERPs if it thinks part of your content is more revelant. So, It means writing good keyword rich copy everywhere. Don’t just load up your text with repetitious keywords/phrases. Google are much cleverer than us! They know when they’re being spammed. So write for human beings that reads well, naturally including your key term. (Copywriting webinar)
  • … or URL In computing, a Uniform Resource Locator (URL) is a subset of the Uniform Resource Identifier (URI) that specifies where an identified resource is available and the mechanism for retrieving it. ... en.wikipedia.org/wiki/Url Register your url for longer than 1 year. Longer term registrations indicate that you have confidence in the business and that there’s a long term plan.
  • Or Slurl Effective Office Environments
  • Links from important sites – Authoritative sites - press/trade sites, .org, .gov Offer content in return for a link back to your site.
  • Landing page or sometimes called a squeeze page – designed to build a database. Give something in return for a sign-up.
  • Local search and user behavioural monitoring is increasing, meaning that SERPs will begin to relate to users established search patterns. Search results will be based on location, time and established search patterns. It’s happening in the US now which means it’ll be prevalent in the UK between 6-12 months from now We’ll be ready to help you manage this new challenge!
  • In that order.
  • You don’t have to be fantastic at it… you just have to be better than your competition. In most cases happily that’s relatively straightforward

Irun webinar-seobasics-july10 Irun webinar-seobasics-july10 Presentation Transcript

  • Welcome to IRUN Workshops For the benefit of all attendees please could you follow the guidelines below.
    • Reducing background noise…
    • If possible please can you mute your phone. If you are using a headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.
    • If unable to mute please keep background noise to a minimum.
    • If you are experiencing the following problems please close the call and reconnect;
    • You are unable to connect to the meeting
    • You cannot see the presenters screen
    • You cannot hear clearly.
    • There will be a Q&A session
    • during the final 10 minutes
  • Search Engine Optimisation Getting noticed and driving traffic
  • IRUN Workshop Objectives…
    • Improve your knowledge.
    • Help you make informed decisions.
  • IRUN Workshop Series
    • Build & Manage Your Own Website
    • Website Design
    • Writing Effective Website Copy
    • Website Marketing
    • Search Engine Optimisation
    • Pay Per Click Advertising
    • Website Analytics
    • Contact Systems / Email Marketing
    FREE to attend every week Thurs @ 9.30am
  • About IRUN…
    • Work with companies, clubs and charities of all sizes throughout the UK.
    • 20+ operations across the UK.
    • Provide a full range of business development / internet marketing applications.
    • www.irunsolutions.co.uk
  • Previous workshops…
    • The challenges most businesses face.
    • Your website: is it seen as a ‘cost’ or ‘investment’.
    • How to create an effective website.
    • Effective communication with your website visitors.
    Today…
    • Enhancing Search Engine performance (Google)
    • Lead Generation - generating additional sales enquiries - prospects
    • Conversion - turning more prospects into - paying customers
    • Customer Retention - strengthen customer relationships - reduce attrition rates
    • Penetration, Up-sell, Cross-sell - Maximise sales to existing customers - make more profit
    • Business Process - Streamline to increase service or cut costs
    The biggest challenge for most businesses…
  • Actually, the biggest challenge Being heard, getting noticed and remembered… What really makes you special? “ Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all?”
  • Internet presence…or not! Estimated 50% of businesses are ‘invisible ’ Estimated 30% of businesses are ‘embarrassed’ Estimated 10% of businesses with an ‘online brochure’ Estimated 10% of businesses with a ‘business development tool’
  • Where do you perceive you are? JACK POT INVISIBLE EMBARRASSED ONLINE BROCHURE
  • Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
  • Your website… No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Integrated solution Optimised solution
  • ‘ Cost’ vs ‘Investment’ No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Optimised solution Integrated solution BUSINESS COST BUSINESS INVESTMENT There is a real need to inform and educate, enabling business owners to make the right decision
  • Consider this…
    • 76% of businesses with a web presence claim to get no commercial benefit from their investment .
  • 76% get no commercial benefit why?
    • Website attracts no traffic
    • Website attracts traffic but it’s the wrong sort
    • Website is badly written / out of date
    • Simply don’t know if their website works
    • Don’t know why they’ve got a website in the first place
    • 99% of the time its all of the above…….
  • Ultimately it’s about… ...contact from well qualified prospects ready to do business
    • Lead generation & conversion
    • Retention & relationship building
  • Website Optimisation Improving Performance on Search Engines
  • Three sources of traffic
    • Direct: www.yourbusiness.co.uk
    • Inbound Links
    • Search Engines
      • Organic
      • Pay Per Click
  • What is a Search Engine?
    • A programme that searches documents for specified keywords/phrases and returns a list of the documents where they’ve been found.
    • Crawler based search engine consists of:
      • Crawler/spider/bot
      • Index (or database)
      • Search Engine Result Page (SERPs)
  • How do search engines find web pages?
    • By accepting listings from webmasters but there are no promises!
    • By spiders that roam links and information. Crawlers visit the web page, scan it, & follow links to other pages within the site.
    • Google actually uses 4 spiders that crawl 100 pages per second.
  • Major Search Engines
    • Google
    • Yahoo
    • MSN
    • AOL
    • 80%+ of visitors use Google
    • In general if you optimise for Google the steps you take to satisfy Google will also get you to the top of the listings for the lesser search engines
  • ‘ Organic’ optimisation ‘ PPC’ 30% 70%
  • For 1,000 searches on a typical keyword this many clicks go to the sites in these serp positions. Source OneUp.com p119 Google Organic Search position Number of clicks % 1-10 (serp-1) 478 48% 11-20 (serp-2) 361 36% 21-30 (serp-3) 122 12% 31+ (serp-4+) 39 4% Total 1,000 100%
  • Think about this….
    • Attracting TARGETED visitors to your website
    • What is targeted traffic?
    • It all depends on what your goal is for your website and who you are targeting.
  • Website Objectives… (Goals)
    • Download a brochure
    • Sign-up for a newsletter
    • Subscribe to a mailing list
    • Request a product sample
    • Book a sales consultation
    • Purchase a product
    • Book a service
    Sales Leads Prospects Suspects
  • Planning & Preparation Understanding the language….
    • Keyword Research is THE most important thing to do when starting an SEO Strategy.
    • You may think you know the right words or phrases but typically you will be wrong.
    • If you don’t know the words your Target Audience will be using to find your services you will never be successful at getting them to your site.
    • – You must get targeted traffic!
  • To help the process…think about….
    • Who is your target audience?
    • Who needs/uses the product or service?
    • What might they be looking for?
    • How could you segment the audience?
    • What subjects surround the obvious?
    • Key words, symptoms, root causes, effects, associated issues and subjects?
  • Keyword Exploration
    • Offline
    • Market research
    • Consumer groups
    • Feedback forms
    • Complaints
    • Staff
    • Online
    • Website statistics
    • Analytics packages (e.g. Google)
    • Competitor research
    • Keyword research tool
    • Social Media
  • Keyword Exploration
    • You must get inside your customers’ head.
    • Examples
    • Lawyers…Solicitors….Advocates…
    • Accountant...Accountants...Business Advisors..
    • Tools to help
    • Wordtracker www.wordtracker.com
    • Google Keyword Tool
  • Keyword Analysis
    • Filter & Focus…
      • Monthly searches
      • Directly competing websites
      • Keyword Effective Index (KEI)
      • Pick the winners! - CONVERSION
  • Maximising the effect
    • Group into 3-4 related keywords
    • Create web-pages themed to those words
    • Needs clarity of the business priorities.
    • Agreement with ‘Stakeholders’
  • Maintain page focus / theme
  • I’ve got the keywords – what next?
    • A Search Engine Optimisation strategy has two key factors,
    • both need to be taken into consideration
    • On Page Search Engine Optimisation - all the techniques used on your own site
    • Off Page Search Engine Optimisation - the influence of other sites on your own site
  • Optimising your content On Page Factors (Website Meta-Data)
    • Your website Meta-Data (each page should be unique)
    • Relevancy: you need to prove to the spiders that page content is relevant – meta data helps with this
      • - *Title : include the Keyword in a headline
      • *Description : include the Keyword
      • Keyword : include keyword and misspellings
    • *These appear in search results so make the copy compelling!
  • Choosing domain name
    • www.garden-services.co.uk
    • www.gardenservices.co.uk
    • www.garden-services-newbury.co.uk
    • New Domain Names – Search Engines have to gauge trust therefore an older site would typically do better than a newer one.
  • Careful what you choose for a url!...
    • www.therapistfinder.com
    • www.itscrap.com
    • www.viagrafix.com
    • www. speedofart.co m
    • www.effoff.com
    • www. powergenitalia.com
  • Optimising your ‘On Page’ Factors
    • Page content
      • Word count / placement
      • Headlines
      • Bold Text
      • Bullet Points
      • Anchor Links
      • Content (keyword density 4%-7%)
      • Alt Tags / h1, h2, etc tags
  • Top Tips
  • Linking Strategy Organic Optimisation via Links
    • Ensure there are links to your web site pages from other web sites.
    • Spiders will find and index your site.
    • Links from ‘Important Sites’ are much better than unimportant sites
    • Site rankings change over time so expect the hockey stick effect…
  • Your internal Linking ‘Strategy’ Web Page 1 Web Page 2 Web Page 3 INTERNAL LINKS
    • Don’t just include a hyperlink
    • Don’t say ‘ click here ’ or ‘ more info ’
    • Use descriptions that include keywords.
    • e.g. … for more information please contact our garden services team
  • Linking Strategy Gathering Inbound Links from External Sites
    • Blogs
    • Forums
    • Articles
    • Newsletters
    • Ezines
    • PR
    • Joint venture / strategic partners
    • Trade journals and directories
    • Professional networking sites
    • Book-marking / Social Tagging
  • Your inbound and outbound links to other websites
    • When creating a ‘links’ page to link to other sites call it ‘resources’ or internet resources – this will receive a better ranking.
    • Reciprocal links do count, they are not as effective as just inbound links. The key is to make sure that the links are relevant. For instance a Florist would not link to a car mechanic but would to a wedding shop.
  • Getting the balance right
    • On the links to your website – try to get 50% to use your domain name as the anchor text.
    • e.g recommended gardening company in Newbury www.garden4you.co.uk
    • The other 50% should use keywords as the anchor text.
    • e.g recommended Garden services company in Newbury; Garden 4 you
    • Of the above,
    • around 60% should link to your root or home page.
    • the remaining 40% should link to product / service specific/landing pages.
  • Linking ‘Strategy’ Strategic Partner #1 Trade / Professional Directory BLOG Home Page Social Network Inbound Links Strategic Partner #3 Strategic Partner #2 Outbound Links Inbound Links
  • Consider Local Focus
    • Languages
    • Local domain names e.g. .co.uk
    • Links from local sites
    • Google maps
    • Google Earth
    • Local Directories
  • Search Engine Optimisation / PPC Step 1 Business Review Step 3 Internal Site Changes [On page] Step 2 Initial Analysis & Research Step 4 Enhancing Popularity [Off page] Step 5 Monitoring & Evaluation Business Objectives Website Objectives Keyword Research Competitor Research KEYWORD FOCUS Site Map Creation Content Link Enhance True paths ‘ Assets’ Tags Competitor Monitoring Analytics ‘ Google’ Articles Link Building Page Refresh ‘ Blogs’ Listings Monthly Position REPORTING PPC ‘ Clicks’ Set-up
  • Two Golden Rules
    • Pages must be of value to customers
    • Pages must be of value to Search Engines
  • Bear in mind…
    • Most web site owners do not bother
    • Simple, effective and efficient is required
    • Take the easy steps first
    • Get an increased share of the traffic
    • Get on with managing your business
  • In Summary
    • Consider 3 areas;
    • Keyword / Competitor Research – to identify the right keywords and phrases for your market, goods and services.
    • On Page Optimisation – this is the work that should be undertaken to get the website to an optimised state for the identified keywords, maybe a one off task or monthly.
    • Off Page Optimisation – monthly activity to continually update and maintain the site.
  • Growing A Business How IRUN make it happen…
  • Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
  • IRUN Workshop Series
    • Build & Manage Your Own Website
    • Website Design
    • Writing Effective Website Copy
    • Website Marketing
    • Search Engine Optimisation
    • Pay Per Click Advertising
    • Website Analytics
    • Customer Contact Systems
    FREE to attend every week Thursday @ 9.30 am
  • Request
    • Please let us have your feedback.
    • If you feel able please let us have a testimonial .
      • Delivers a link back to your own website.
    • If you feel it is valuable please invite 2 other people to attend a future workshop.
    • You are welcome to attend future events .
  • Thank you Questions & Feedback
  • Topics covered
    • What is a Search Engine?
    • How do Search Engines work?
    • Keywords
    • On Page Optimisation
    • Off Page Optimisation
    • Practical Exercises