Search Congress Barcelona 2009 Steak V2

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    Search Congress Barcelona 2009 Steak V2 - Presentation Transcript

    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
      • > 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
    35. 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
    36. Thank you! Any questions? www.steakdigital.co.uk Your global search partner

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