Search Congress Barcelona 2009 Steak V2

Successful Search Engine Optimisation Neil Stickells, Head of Search & Media

Agenda
Why you need Search Engine Optimisation
How to use SEO to drive more business
Tools to help
Tips to get started

Introduction
Neil Stickells
Ten years experience in search and online
Head of Search & Media
Developing and running search campaigns around the world
Steak
Full service digital agency
Offices in London, New York and Melbourne

1. THE IMPORTANCE OF SEO

It's tough to cut through the marketing clutter

Search is the primary path to online content Source: Forrester Research

… and a valuable part of your marketing strategy “ From which tactics do you see the best ROI?” Source: MarketingSherpa, “Ad:Tech Year-End Survey”, December 2006 49% 47% 45% 13% 11% 52% 47% 33% 16% 10% Paid search ads E-mail: house lists SEO Sponsored e-mail E-mail: rented lists 2006 2005

How valuable?
UK search market was worth an estimated £2.22billion in 2007 up from £1.41bn in 2006*
Value of SEO market was £250m, up 68% from 2006
SEO spending grew faster than paid search last year
SEO services represent around 11% of the overall search market
36% of searchers believe that the companies whose websites are at the top of the search results are the top brands in their field**
*Source: eConsultancy
**Source: JupiterResearch/iProspect, Search Engine User Behavior Study

Some more numbers…
256m people visited a search engine in December 2006 – this represents 81% of global internet users. [Source: Nielsen/NetRatings via Search Engine Watch, March 2007]
The global search audience has grown by 10% over the last year, while the total Internet audience grew 8%.
Search is most popular in the UK (85%), France (83%) and Spain (83%) .

Mastering search results is getting harder Buy Buy Submit Optimise and Earn

Especially as we go from search as we've known it…

To "blended" results from multiple sources…

Including video assets, news and functionality

WHY SEO?

PAID NATURAL 30% 70%

Click through by position Page 1 accounts for 89.6% of all clicks 42.3 % 11.9% 8.4% 6.0% 4.9% 4.0% 3.4% 3.0% 2.8% 2.9%

2. HOW TO USE SEO TO DRIVE MORE BUSINESS

SEO can be used to…

Keyword research – get it right

Create keyword buckets
Select keywords through the research cycle
Map the keywords to the site
Identify content gaps
Benchmark performance
EXAMPLE KEYWORD BUCKETS Company brand Product brand Competitor brands Top level generic Product specific Content specific Miss-spellings

Drive high volumes of traffic
Target the generics
It takes time

Pre-qualified sales leads
Longer tail keywords
More targeted
Easier to rank
Don’t forget local searches

Increase brand-awareness
Search marketing is crucial in building brand awareness and driving offline sales for Consumer Packaged Goods Companies.
Source: comScore/SEMPO, October 2007
71% of users expect leading brands to be on top of the search results page
Source: comScore, US, CPG study, October 2007Jupiter Research

Natural & Paid Search Together Source: Enquirio/Ipos Interactive Services Brand traffic is usually the largest traffic driving keyword in search Co-ordinate the natural and paid brand campaigns

Ensure brand protection
"Google is not a search engine.
Google is a reputation-management system."
Use web properties to dominate the 1 st page
Structured correctly and the first page will be controlled
Use SEO to reduce visibility of any negative material ranking on your brand terms

Improve public relations
Understand the search results
Monitor the buzz around your brand, products, services
Use online PR to lessen the impact

Increase website-usability
Usability and crawlability go together
Make it easy for spiders to:
crawl the site
access the content
find all the pages

Increase website-usability
By considering:
Site structure
Code base
Technology
The benefits can be:
Spider crawlability
Improved accessibility
Stronger user experience
All of which can contribute to the conversion rate

3. TOOLS

Recommended Tools

4. TIPS TO GET STARTED

> Conduct keyword research
> Include HTML and XML sitemaps
> Add a robots.txt file
> Optimise your title tags
> Insert meta-tags for high level pages
> Write high quality, unique content

> Don’t ignore the internal link structure
> Get more from analytics
> Prioritise which pages you want to rank
> Submit to the main directories
> Emphasise internal education

AND FINALLY…

SEO is a long term project
There are no guarantees or miracle fixes
It is also an ongoing project – there is no end date

Thank you! Any questions? www.steakdigital.co.uk Your global search partner

Search Congress Barcelona 2009 Steak V2

by search congress on Mar 02, 2009

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