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Presentation given on behalf of Hampshire County Council (EHampshire) discussing some simple tactics that SME's can take to make their website rank higher on Google (covering keyword research and SEO …

Presentation given on behalf of Hampshire County Council (EHampshire) discussing some simple tactics that SME's can take to make their website rank higher on Google (covering keyword research and SEO - search engine optimisation)

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  • 1. Beat the Credit Crunch eCommerce Workshop Ehampshire Andy Headington Adido Solutions Limited © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 2. Today’s talk • About Adido • What is Search Engine Optimisation (SEO)? • The basics of SEO • Are you doing the right things? • What you’ll learn this afternoon • Summary © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 3. Who are Adido? What we do: “Get great results for business using the Internet” Core Services – Content Management Systems – Online Promotion – E-commerce, web design & development © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 4. Client list Dorset Probation Area © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 5. An old adage… “Half the money I spend on advertising is wasted, the trouble is I don't know which half.” – John Wanamaker (attributed) US department store merchant (1838 - 1922) © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 6. What is SEO? © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 7. What is SEO? • ‘the process of improving the volume and quality of traffic to a web site from search engines via quot;naturalquot; (quot;organicquot; or quot;algorithmicquot;) search results’ • Getting your website higher in the search engines… • Getting more targeted traffic… Getting more SALES! (or enquiries) © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 8. Where are the SEO results? PPC ‘Free listings’ © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 9. Where are the SEO results? PPC ‘Free listings’ © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 10. Where are the SEO results? PPC ‘Free listings’ © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 11. Some search engine facts… • Google is the most popular search engine in the UK; • Google 88% market share • Yahoo & Ask 3% market share • MSN 2% market share (Hitwise March 2008) • 75% of search engine users never scroll past the first page of results • 81% of qualified Internet traffic is driven through search engines © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 12. Show of hands… SEO? PPC? © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 13. SEO or PPC? BOTH! © Business Link 2007 • SEO should be part of your long term strategy, don’t rely on PPC! • Most companies should keep an element of PPC running to target low traffic phrases • Your online promotion provider should be good at both these tasks, otherwise you may have to use two companies… © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 14. quot;6 out of 7 clicks from the organic listings as opposed to Pay-Per-Click listings.quot; Jupiter Research 2005 © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 15. What companies are missing! In 2007 SEO spend was up 68% up to £0.25 billion. In 2007 PPC spend was up 56% to £1.97 billion © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 16. What companies are missing! The amount spent on online marketing is disproportionate compared to where web traffic is generated! 100.00% 90.00% 80.00% 70.00% 60.00% % Spent 50.00% % Clicks 40.00% 30.00% 20.00% 10.00% 0.00% SEO PPC © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 17. Some SEO myths… • Submitting to 1,000’s of search engines is a good use of money • Adding lots of keywords will make your website a success • “Search engines aren’t important for my business” • “The website is the responsibility of my IT team” • “I can optimise your website for £25 a week and GUARANTEE you top position on Google” © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 18. Why companies don’t optimise They don’t understand what to do • If you don’t know what your doing, how can you be successful? Search engines can change at any point • You are relying on something which can change without your control SEO has a bad name • There are lots of companies claiming to be good at SEO, yet very few can show real results – some take money and do nothing PPC is easy to do? • Setting up a PPC campaign takes 5 mins, SEO takes 5 months! © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 19. Think like a search engine… Google's mission is to organize the world's information and make it universally accessible and useful. To connect people to their passions, communities, and the world’s knowledge. If SE’s don’t deliver, you won’t go back, so they have to make sure their results are what you want © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 20. SEOMoz Fundamentals © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 21. Adido’s five golden rules 1. Do your research! 3. Update your website regularly 4. Get links to point to your website 5. Have good website content / copy 7. Make sure you monitor! © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 22. 1. Do your research! • Make sure you check which keywords are the most popular (PPC) • If you don’t do your research, you will waste your time & money • If you don’t know what words are popular, use some free tools (Google Keyword Tool or Wordtracker) • Ask your clients, staff and anyone who knows you what words they would use to find you. They will all say different things! • Check your webstats to see how people find you © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 23. © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 24. © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 25. 2. Update your website regularly • Search engines need to deliver RELEVANT results • Time sensitive information is seen as more relevant • If SE’s see new content, they will know that your website is up to date and will give it more credibility • Also important for your web visitors – they want to see the latest information! © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 26. 3. Get links to point to your website • Links from quality, relevant websites are a lot more valuable than general directory links • Link maturity is very important (the older the better) • Make sure you use relevant link text e.g. Adido web design not www.adido-solutions.com • Having a link on a page with three links is better than being one of thirty (link ratio) • ‘Off page’ factors, such as links from other sites, are said to have up to 60% of overall relevancy of a website © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 27. 3. Get links to point to your website View > Source © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 28. 3. Get links to point to your website • Check how many links you have: © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 29. 4. Have good website content / copy • The more pages the better - ALWAYS! • Make sure you have the right amount of keywords in the right places - don’t over do it! (Keyphrase density) • Make your text ‘scanable’ so key words/points are easy to find • Text should be unique and compelling • Make sure it is spell checked and proof read © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 30. 4. Have good website content / copy • Check how many indexed pages you have: © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 31. 5. Make sure you monitor! • Set up Google Analytics on your website • It’s FREE! • Analytics tells you everything which happens on your website that you would never know otherwise • Check it regularly to see how much love your website visitors have for you (how long they spend on the site, what makes them (not) click etc) © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 32. © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 33. 5. Make sure you monitor! © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 34. Things to update on your website • There are lots of things which you can do to get SE traffic, most of which are free • However, they are time consuming things which people think are difficult or don’t understand • Most of the effort to get recognition involves a lot of legwork and a bit of luck mixed with experience • To get results, you need to put the time in! • Most of the following things are easy to implement and shouldn’t take very long to action… © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 35. Things to update on your website 1. Make sure your TITLE tags are correct • Mention the words you want your website to be found by, in your title tag • Google LOVES good title tags! • Make sure each page has a unique, keyword rich title tag View > Source Code © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 36. Things to update on your website 2. Make sure your DESCRIPTION tags have a call to action • A good description of your page can make people click! • Description tags are shown in search engine results View > Source Code © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 37. TITLE Description © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 38. Things to update on your website 3. Make pages on your website which people will search for, rather than page which just describe your services • It is a good idea to fill your website with keyword rich pages, which contain the words people will type to find you © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 39. Quick SEO case study www.playforce.co.uk • Enquiries trebled within three months • 387% increase in traffic on targeted key phrases in one month • Website has become a new sales channel for the company © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 40. It’s not just about text… • Search engines have access to all types on content • Summer 2007 saw the launch of ‘Universal search’ (or 3D search) • Various types of content are now shown in the SE results • Images, videos, product listings, blogs, news, local listings now all play a part in getting traffic to your website. All need to be correctly optimised! © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 41. Navigation items change to be more relevant Images from Google search Videos from YouTube, Google Video, MetaCafe and other websites © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 42. Relevant products are shown from affiliates News items pulled from Google News library Popular and relevant search phrases to make searching easier © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 43. Conclusions • Search engines likes relevancy, so make sure your SEO campaigns are relevant • Use Google Analytics to make sure you know what is happening, not only with your PPC campaign but also with your website • ALL of your content is important, so make sure your website contains all types of media to maximise traffic © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
  • 44. Thank you for listening! Any questions, please ask! Adido Solutions Limited Empowering your business www.adido-solutions.com 0845 260 2343 © Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business