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Optimising Your Business Online. Slides from the workshop delivered by Symphony3 on behalf of Small Business Victoria.

Optimising Your Business Online. Slides from the workshop delivered by Symphony3 on behalf of Small Business Victoria.
Go to business.vic.gov.au for more information.

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  • Engage with participants and discuss each of their Web sites e.g. ask them if they are aware of how many people are visiting their site, how and where that traffic comes from, and what the user reads while at the site.
  • Talk about the changes to marketing over the last few years – people moving away from traditional print advertising, yellow pages, radio and TV advertising to online. Exercise: To prove how things have changed ask the group how many of them have used yellow pages recently? How many have responded to traditional ads in the newspaper or on TV, how many have responded to a direct mail advertisement. How many have used Google to find a product? How many have used social networks?
  • Talk to participants about how SEO forms part of an overall online strategy – this also may include Adwords for search marketing and will almost certainly include social networking and perhaps blogging and other social media tools. It is important to also consider how SEO has changed with Universal search meaning more people are finding video content (and images and news). YouTube is the world’s second largest search engine according to some stats.
  • This slide explains some of the key tools you will need to implement a strong SEO strategy. Explain what Google Analytics is and ask the group if they currently use it. Show the group Google Places and explain that for local businesses this is essential – it is the quickest way to get to page one and if they do one thing after the session it should be to sign up to Google Places Explain what a Content Management System is. If you can access a CMS show them how it works – explain that tools like Wordpress which were initially blogs can be used for full websites. Google Webmaster tools – explain that Google Webmaster tools provides a lot of information on your site and is important to have if you are thinking of managing your own SEO process
  • This slide explains some of the key tools you will need to implement a strong SEO strategy. Explain what Google Analytics is and ask the group if they currently use it. Show the group Google Places and explain that for local businesses this is essential – it is the quickest way to get to page one and if they do one thing after the session it should be to sign up to Google Places Explain what a Content Management System is. If you can access a CMS show them how it works – explain that tools like Wordpress which were initially blogs can be used for full websites. Google Webmaster tools – explain that Google Webmaster tools provides a lot of information on your site and is important to have if you are thinking of managing your own SEO process
  • The stat speaks for itself and is backed up by the statistics on the next slides regarding ROI.
  • Read the first bullet point regarding ROI. It is important to explain at this stage that a positive ROI can’t be guaranteed for every business. Business owners need to understand that SEO professionals who guarantee number one placings are making promises they can’t be sure of fulfilling. However if you follow the basic guidelines you will see improvements in traffic – whether that results in increased business will depend on many factors, including the competition, and the quality of your product and services
  • Show how the red indicates where people look and that the thick red line is above the fold – (people don’t need to scroll) this has major implications for getting seen – the second graph shows the diminishing rate of clickthroughs as rankings drop away – 1 st place gets 42%, 2nd gets 12%, 3 rd gets 8% etc
  • This is an old stat – however it is important to stress that SEO can assist greatly with offline sales as people research products before they go to a store to buy the product.
  • This slide shows the difference between pay per click and natural search and the percentage of clicks – it also shows universal search( where Google makes it easier to search for images video etc) and also the focus on local search
  • The goal of SEO is to give pages in your Web site the best possible chance to rank highly in search results and attract targeted traffic. On-Page SEO On-page optimisation involves incorporating keywords relevant to the topic of a page into the specific areas of the page that search engines scan to determine relevance. Off-Page SEO Off-page SEO involves influencing the ranking position of your Web site by securing links from other Web sites to improve the perceived ‘popularity’ of your site in the eyes of the search engines. So what is a Search Engine and how does it Work? Understanding how a search engine works helps your audience understand the fundamentals of SEO
  • Explain that each website is different. What is important is that your website goals are directly tied back to business metrics. (For example, high traffic is no good unless it is the right visitors who are visiting (E.g. What point is there in getting thousands of visits from America if you only sell to people in Victoria). The challenge is to convert the right visitors with the right messages so that they become customers or advocates.
  • ROI – the amount of profit you generate from an activity minus the amount of money you spent to generate the profit performing the activity. The key message is for the business to decide whether it wants to commit to SEO. If so they need to invest time and resources for at least six months. After six months they need to see whether the sales or awareness they have generated justifies the time and money they have invested in SEO.
  • Key Message: SEO will work best for businesses that have a clearly defined target market, a clear defined product or service offering (niche is often best) If a business doesn’t have an overall marketing plan they should develop one before committing to SEO
  • The first exercise really only tells you if you are indexed on Google. If you put in your company name you should expect to be in the first few places. The second exercise is far more important. It will give you an indication of how well you currently rank
  • Explain the importance of valuable content – both of r search engines but even more importantly for human visitors. Content will influence conversions. Explain the importance of navigation and link structures – explain how to build a logical sitemap
  • Obviously you don’t optimise these pages – some web developers recommend adding them as pdf’s
  • Keyword research is the most important function of SEO as it dictates everything else you do. However in order to undertake good keyword research you need to understand your target market. Who are they? Why will they use your product or service? How will your target market search for your product. How your target market searches may be completely different to how you search.
  • Competitor Analysis It is easy to analyse what keywords your competition are targeting. Simply right click and select ‘view page source’ to analyse their site’s title tags and meta information. Quite often the keywords listed in the meta keywords tag will reveal their complete keyword strategy.
  • Keyword research tools are extremely important in helping you decide on keywords and key phrases you should target on your website for high rankings. Keyword research tools help you understand volumes, that is, how many people type in certain phrases every month (or day), and in some cases, competition for those phrases.
  • Please place emphasis on this tool as a really strong starting point for key word research for your group. Paid tools are available but Adwords will meet the needs (and budget!) of most small businesses who want to do SEO themselves.
  • See handout
  • It is important to mention that as Google and other Search engines have become smarter, content has become more important than ever. Google has become far better at recognising relevant content – your content should always add value to the person who has entered the search term you are trying to be found for. Once you get people to your page you need to provide valuable content as mentioned above. You also need to understand what you want the visitor to do once they get to your page. If you understand what you want them to do you can provide calls to action to enable you to achieve your goals. This might include buying something, subscribing to a newsletter or filling out an inquiry form
  • Off-page optimisation refers to SEO strategies that are done off the pages of a Web site to maximise its performance in the search engines for target keywords related to the page content. PageRank 'PageRank' is Google’s system for measuring the importance of a Web page. It is based on an analysis of both the quantity and quality of all links that point to that page. Google provides a measurement on a scale from 0 - 10, where 10 is the highest. You can see the PageRank attributed to any page you visit on the Web by downloading the Google Toolbar. Very few Web sites have a PageRank Score of 10. Adobe and Microsoft have a PR 9. Google itself has a PR 8. A link from a page with high PageRank score will help to lift the PageRank score of a low PageRank page. Explain the following three additional Off-page SEO techniques: Creating an XML Site Map XML Site maps are useful for helping search engines find and index all the pages on a Web site. There are a number of free tools that create XML Site maps, for example GsiteCrawler ( http://gsitecrawler.com/ ). Setting-up a Google Webmaster Tools Account Google Webmaster Tools offer valuable information on how a Web site is viewed by Google. Webmaster Tools are free and can be set up through any Google account. Participants can start the process at https://www.google.com/webmasters/tools/docs/en/about.html . Setting-up a Google Analytics Account Google Analytics is a free service that generates detailed statistics about Web site visitors and their behaviour/browsing while on a site ( http://www.google.com/analytics/ ).
  • The list above shows some of the ways and places to build inbound links to your website. Google is changing is search engine all the time so if you submit links via articles make sure they are relevant.
  • Conclusion SEO has long lasting benefits You WILL see increased traffic and revenue from a properly implemented SEO program – however no one can make firm guarantees Remember – to successfully implement your SEO strategy you must: Set goals and means to measure your success; Target the right people Perform intensive keyword research; Integrate top key phrases properly onto your Web site; Target the right pages on your site Write Web copy which helps lift conversions; Set up reporting; Perform Off-page SEO; link building etc.; Continually refine your project; AND Avoid deceptive SEO practices!
  • Conclusion SEO has long lasting benefits You WILL see increased traffic and revenue from a properly implemented SEO program – however no one can make firm guarantees Remember – to successfully implement your SEO strategy you must: Set goals and means to measure your success; Target the right people Perform intensive keyword research; Integrate top key phrases properly onto your Web site; Target the right pages on your site Write Web copy which helps lift conversions; Set up reporting; Perform Off-page SEO; link building etc.; Continually refine your project; AND Avoid deceptive SEO practices!

Your Business Online Your Business Online Presentation Transcript

  • IntroductionThe new marketing paradigmWhy you should optimise your online presenceHow it should tie into your business goalsFundamentals of Search Engine Optimisation (SEO)Introduction to social media marketingWorkshop exercises – work on your business
  • The New Marketing Paradigm SM & SEO
  • New Marketing: Tools to considerSocial Networking and Social MediaBloggingLocal and Universal SearchVideoAdwords
  • Essential Building BlocksGoogle AnalyticsGoogle PlacesContent Management SystemsGoogle Webmaster tools
  • Search Engine Optimisation
  • Why Perform Search Engine Optimisation (SEO)?The online retail space is set to grow with 69 per centof respondents planning to invest in improved sitecontent and 66 per cent will spend more time ononline marketing. Some 70 per cent cited SEO asbeing the most effective source to acquire customers.From Forrester Report: “Online retailing in Australia 2010: Marketing,merchandising and customer service”
  • Why Perform Search Engine Optimisation (SEO)?Gives higher long term ROI compared to any otheronline marketing vehicles (Source: Marketing SherpaReport 2010).Higher natural rankings builds trust among searchers.80% of websites are found through search engines(Source: Forrester Research).Research suggests that if your not in the top 5 – 15 foryour search terms your website is almost non- existenton the internet.
  • Why High Ranking Matters Positioning is important!! Positioning is important!!3.Above the red fold – 100 % viewed. 3.Appear on Page 1 – More traffic = More leads!4.Drops to 50% - 20% below the fold. 4.Appear on Page 2 – Less traffic = Less leads!
  • Your Competition Keeps Getting BiggerSearch Drives Sales, Both Online and Offline: For every dollar spent online, the average search user spends $2.56 offline Search influences 20-30% of purchases made at retail locations’ eMarketer 2007
  • Search ListingsDifference between paid search listings and naturalsearch listings Pay Per Click SEO
  • What is SEO?The process of ensuring that your website ishighly visible and relevant to search engines: On-Page SEO Off-Page SEOWhat is a Search Engine and how does it work? Robots, crawlers, spiders or ‘bots’ The Index The Algorithm
  • What are the goals of your website?Website goals might include Top 5 ranking position for 10 key phrases Increase traffic to the site by 50% in 6 months Conversion rate increased from 1% to 2% Online revenue increased from $15,000 per annum to $30,000 Attract additional five new leads per week
  • Return on InvestmentResearch suggests that SEO gives higher longterm ROI compared to any other onlinemarketing vehicles (Source: Marketing Sherpa Report 2010).However ROI varies depending on industry,products, website size etcRemember: It can take 6 months to see resultsCommit to 6 months and then measure ROIROI should be based on clear $ return
  • SEO – Google Ranking Achievement Report Keyword Sept Nov Febweb design melbourne 59 22 20website design bendigo 4 1,2,3 1graphic design 100+ 100+ 20graphic design ballarat 10 9 7web design workshops 1 1,2,3 19bendigoonline marketing mildura 1 1 1 Website Case Study - www.designexperts.com.au
  • Will SEO work for your business?For smaller businesses, SEO (tends to) workbest for:Sites which sell niche products or servicesgloballySites which sell in a specific locationSites that don’t try to be all things toeverybody!
  • ExerciseAre you on Google? Do a search for yourbusiness’ brand name at Google, Yahoo andninemsn. Where does your website rank?Do a search for your key product or service(not using brand names)
  • How do search engines reference a website?Direct submissionSearch engines can use your XML site map(if you have one)Following links from other web pages
  • Is your website search engine friendly? Content Navigation and link structures Site structure and layout Poor structure and navigation cause major roadblocks
  • Which pages should you optimise?Analyse your website structure and contentPrioritise your home pageOptimise your top level category pagesIf you sell products at your site optimise yourproduct pages
  • Which pages should you NOT optimise?Privacy pageTerms and conditions/legal informationDisclaimers etc.Add as PDF’s
  • How do people search?People search in phases: Broad ‘interest phase’ ‘Research and refinement’ phase ‘Purchasing or buying’ phase
  • Who searches for your product?Understand your target market(s): Who are they? Develop personas What problem are you solving for them? How are they likely to search?
  • Analysing your competitionAn important step in the keyword researchprocess is competitive analysis: Identify direct competitors Which sites rank in top positions for your important search phrases? Check their source code for key phrase selection
  • Keyword Research ToolsKeyword research tools help you: Decide on keywords and key phrases Understand search volumesTwo types: Free Paid
  • Free Keyword Research ToolsGoogle’s AdWords Keyword Tool
  • Important SEO Page ElementsHeaderBodyTitle TagsHeadingsBody TextInternal Link TextImagesMeta Data
  • ExerciseIdentify your target market: Who are they?What do they buy from you?What keywords do they use?Ask the roomCreate an SEO site map for your website
  • How to write content which convertsWrite content that offers value USP Turn features into benefits Include calls to action
  • Off-Page SEOOff-page optimisation Google PageRank Importance of links Where to get links
  • Link BuildingDirectory ListingArticle SubmissionBlog CommentsForum PostingSocial BookmarkingVideo Submission…..Notice how many are social media?
  • Ongoing SEOReviewingLink buildingOn-page refinementNew pages
  • Checklist Action FrequencyReview your ranking positions WeeklyReview your analytics MonthlyRefine your SEO procedure according to Monthlyyour analyticsLink Building Ongoing/regularlyOn-page refinement MonthlyNew content Ongoing/frequently
  • Social Media Marketing
  • Why Social Media Marketing?Customers are spending a large amount oftime there!It’s low cost and easy to useIt’s online word of mouth marketing – andit’s highly effective (network effect)
  • Why Discuss Social Media Marketing?
  • Social Media RisksFear by some businessesLoss of control of brandTime-wasting by employeesWaste of time and resourcesAnd others, both real and perceived
  • Social Media Framework People Alignment with the Business Financial Goals Operational and Marketing Activity Social Media Foundations
  • PeopleCan you describe your audience?Do you know their needs?Who are the influencers you need to reach?
  • Social Media FoundationsDo you have the skills, culture leadership inyour business?Do you have a social media policy?Do you have a budget?Do you know which tools to use?What data are you going to collect?
  • Marketing ActivityWhat are your communications strategies?Do you have a listening strategy?Are you going to talk and inform?If so, what are you going to say?
  • Social Media Content
  • Marketing Activity (continued)Can you support your customers?Do you have the ability to engage andenergise your customers?
  • Marketing Activity (continued)
  • ConclusionSEO and Social does provide long term ROI inmany casesYou will see revenue increases if implementedcorrectlyIt can take time to see resultsMeasure online success using analyticsEnsure you also measure business benefits
  • Small Business Mentoring ServiceBusiness mentors help you to identify a clear directionfor you and your business.Business mentors can also advise you on how to: conduct market research price and/or cost your products or services develop an effective marketing strategy use other business management tools To arrange a session with a business mentor go to: www.sbms.org.au
  • Questions? Thank you for attending Check outbusiness.vic.gov.au/workshopsfor more workshop information