Search Congress Barcelona 2009 Steak V2

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  • 1. Successful Search Engine Optimisation Neil Stickells, Head of Search & Media
  • 2. Agenda
    • Why you need Search Engine Optimisation
    • How to use SEO to drive more business
    • Tools to help
    • Tips to get started
  • 3. 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
  • 4. 1. THE IMPORTANCE OF SEO
  • 5. It's tough to cut through the marketing clutter
  • 6. Search is the primary path to online content Source: Forrester Research
  • 7. … 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
  • 8. 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
  • 9. 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%) .
  • 10.  
  • 11. Mastering search results is getting harder Buy Buy Submit Optimise and Earn
  • 12. Especially as we go from search as we've known it…
  • 13. To "blended" results from multiple sources…
  • 14. Including video assets, news and functionality
  • 15. WHY SEO?
  • 16. PAID NATURAL 30% 70%
  • 17.  
  • 18. 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%
  • 19. 2. HOW TO USE SEO TO DRIVE MORE BUSINESS
  • 20. SEO can be used to…
  • 21. Keyword research – get it right
  • 22. 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
  • 23. Drive high volumes of traffic
    • Target the generics
    • It takes time
  • 24. Pre-qualified sales leads
    • Longer tail keywords
    • More targeted
    • Easier to rank
    • Don’t forget local searches
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. Improve public relations
    • Understand the search results
    • Monitor the buzz around your brand, products, services
    • Use online PR to lessen the impact
  • 29. Increase website-usability
    • Usability and crawlability go together
    • Make it easy for spiders to:
      • crawl the site
      • access the content
      • find all the pages
  • 30. 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
  • 31. 3. TOOLS
  • 32. Tools
  • 33. Recommended Tools
  • 34. 4. TIPS TO GET STARTED
  • 35.
    • > 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
  • 36.
    • > 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
  • 37. AND FINALLY…
  • 38.
    • SEO is a long term project
    • There are no guarantees or miracle fixes
    • It is also an ongoing project – there is no end date
  • 39. Thank you! Any questions? www.steakdigital.co.uk Your global search partner