An Introduction To By Simon Wharton Managing Director

PushON is an Online Marketing agency dedicated to promoting and improving the website visibility of NW companies by enabling the people who are looking for the types of products and services you provide, to find your website quickly and easily. Who are we?

Leon Best must sign for Forest! It’s about influence

Who uses the Internet?

The average age of UK internet users is on the rise, thanks to the growing online presence of the over-55s, or 'silver surfers' (Neilsen) The destinations with the oldest average visitor age were mainly familiar high street brands, including John Lewis, TUI, Nationwide and M&S The internet is becoming increasingly indispensable for women, with over two thirds (66.1%) saying their lives would be disrupted if they had to go without the web for a week. [Source: Burst Media, July 2007] UK internet users are split almost equally between males (51.5%) and females (48.5%). Largest demographic group online is 35-44 age group, accounting for 23.5% of visits in April/May 2007. Silver Surfers, the over – 55s, accounted for 22% of visits. [Source: Hitwise] Some random stats:

The average age of UK internet users is on the rise, thanks to the growing online presence of the over-55s, or 'silver surfers' (Neilsen)

The destinations with the oldest average visitor age were mainly familiar high street brands, including John Lewis, TUI, Nationwide and M&S

The internet is becoming increasingly indispensable for women, with over two thirds (66.1%) saying their lives would be disrupted if they had to go without the web for a week. [Source: Burst Media, July 2007]

UK internet users are split almost equally between males (51.5%) and females (48.5%).

Largest demographic group online is 35-44 age group, accounting for 23.5% of visits in April/May 2007. Silver Surfers, the over – 55s, accounted for 22% of visits. [Source: Hitwise]

An ever growing catalogue of all the websites and pages they can find on the internet The main search engines in the UK are: Google: www.google.co.uk Live (MSN/Microsoft): www.live.co.uk Ask: uk.ask.com Yahoo: uk.search.yahoo.com What are Search Engines?

An ever growing catalogue of all the websites and pages they can find on the internet

The main search engines in the UK are:

Google: www.google.co.uk

Live (MSN/Microsoft): www.live.co.uk

Ask: uk.ask.com

Yahoo: uk.search.yahoo.com

Search Engine Market Share (UK):

In simple terms, search engines match a word or phrase submitted as a search term against their log of uses of that word or phrase on websites that they know about . For simple words or phrases, there may be several million results The more complex the query, the less the amount of results and the more precise the answer, the easier to rank How do Search Engines Work? Term Volume of Pages (Google) Contract 292,000,000 Business Contract 19,500,000 Business Contract Template 212,000

Results for ContractStore More complex terms are easier to rank for More complex terms are generally lower traffic, higher conversion It’s probably not worth competing with Wikipedia right now Authority sites are gold dust Dominating key term results is possible via use of various resources Term Position in Google Contract 3 (usually 2) Business Contract 1 Business Contract Template 1, 2 and 4 (via blog for now)

More complex terms are easier to rank for

More complex terms are generally lower traffic, higher conversion

It’s probably not worth competing with Wikipedia right now

Authority sites are gold dust

Dominating key term results is possible via use of various resources

Many criteria including: Inbound links Quality (Authority) Volume Age of domain Anchor text in links Frequency of change of content Text appearing on the site Ability to index the site Density of terms Quality and focus of code Relevance! http://www.seomoz.org/article/google-historical-data-patent How Do Search Engines Rank Sites?

Many criteria including:

Inbound links

Quality (Authority)

Volume

Age of domain

Anchor text in links

Frequency of change of content

Text appearing on the site

Ability to index the site

Density of terms

Quality and focus of code

Relevance!

http://www.seomoz.org/article/google-historical-data-patent

Various factors with various weighting Meta data: Meta Title Tag Meta Description Meta Keywords URL Composition: Meaningless: http://www.manchester.gov.uk/site/scripts/documents.php?categoryID=100002 Meaningful(ish): http://www.manchestereveningnews.co.uk/sport/football/manchester_united/s/1034070_reds_draw_arsenal Tidy Code W3C Compliance ( http://www.w3.org/ ) Data Structures On Site Factors:

Various factors with various weighting

Meta data:

Meta Title Tag

Meta Description

Meta Keywords

URL Composition:

Meaningless: http://www.manchester.gov.uk/site/scripts/documents.php?categoryID=100002

Meaningful(ish): http://www.manchestereveningnews.co.uk/sport/football/manchester_united/s/1034070_reds_draw_arsenal

Tidy Code

W3C Compliance ( http://www.w3.org/ )

Data Structures

Example Results

Title Tag and Meta Description

Copywriting Write for people first Research what you want to rank for There are ways to add emphasis: Headlines Sub headlines Sensible repetition and derivatives of search terms Labelling of images

Write for people first

Research what you want to rank for

There are ways to add emphasis:

Headlines

Sub headlines

Sensible repetition and derivatives of search terms

Labelling of images

Links Links are like votes. Citations Not all links are created equal Authority sites include: The Open Directory Project ( http://www.dmoz.org/ ) The Beeb ( http://www.bbc.co.uk/ ) Government ( http://www.direct.gov.uk/en/index.htm ) Context is important Links from the same subject area are understood

Links are like votes. Citations

Not all links are created equal

Authority sites include:

The Open Directory Project ( http://www.dmoz.org/ )

The Beeb ( http://www.bbc.co.uk/ )

Government ( http://www.direct.gov.uk/en/index.htm )

Context is important

Links from the same subject area are understood

Enable the Conversation Allowing people to talk to you Commenting Submission of content of various forms Bookmarking

Allowing people to talk to you

Commenting

Submission of content of various forms

Bookmarking

Sentiment and Social Media

Universal Search Local Search News RSS Rich Media How is Search Changing?

Universal Search

Local Search

News

RSS

Rich Media

Universal Search:

Local Search

Increased relevant traffic Increased relevant transactions Increased ROI on marketing budget Increased feedback from customers Increased brand presence and awareness Increased “business benefit” from online investment (website) Increased revenue driven via the web News Search

Increased relevant traffic

Increased relevant transactions

Increased ROI on marketing budget

Increased feedback from customers

Increased brand presence and awareness

Increased “business benefit” from online investment (website)

Increased revenue driven via the web

Google acquisition of Feedburner Customisation of content Permission marketing (Incorporation of AdWords) Relevance RSS

Google acquisition of Feedburner

Customisation of content

Permission marketing (Incorporation of AdWords)

Relevance

Google Acquisition of YouTube Universal Search Taking content to the consumer Tagging content with search in mind Quality isn’t always an issue where timliness can compensate Citizen journalists Rich Media

Google Acquisition of YouTube

Universal Search

Taking content to the consumer

Tagging content with search in mind

Quality isn’t always an issue where timliness can compensate

Citizen journalists

Write for people Be relevant Be timely Understand what Search Engines consume Educate my assets Engage with my audience (UGC!!!) Think locally global Have breadth and depth of content Measure How do I rank well in search?

Write for people

Be relevant

Be timely

Understand what Search Engines consume

Educate my assets

Engage with my audience (UGC!!!)

Think locally global

Have breadth and depth of content

Measure

Questions and discussion

Simon Wharton Managing Director t: 0870 757 488 m: 07900 224 764 e: simon@pushon.co.uk