Web Kinetics For MBL

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Presentation I gave to 180 businesses at an internet marketing workshop series in North east England.Event run by MBL Solutions on behalf of Business Link North East.

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Web Kinetics For MBL

  1. 1. SEO and Traffic Generation Andy Atkins Search Engine and Web Marketing Consultant MBL Solutions Ltd
  2. 2. Search engines
  3. 3. <ul><li>Spiders and ‘Bots </li></ul><ul><li>Algorithms and relevance </li></ul><ul><li>Popularity and ‘inbound links’ </li></ul><ul><li>Submissions and Site Maps </li></ul><ul><li>A dynamic environment </li></ul>Search Engine Basics
  4. 4. What’s important? <ul><li>Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) </li></ul><ul><li>GOOD META PAGE TITLE & DESCRIPTION </li></ul><ul><li>Good meta keywords </li></ul><ul><li>GREAT CONTENT </li></ul><ul><li>Image tags and descriptions </li></ul><ul><li>Avoiding ‘clever’ code </li></ul><ul><li>High quality inbound links </li></ul>
  5. 5. How to speed up visibility <ul><li>Sponsored links - Google Adwords </li></ul><ul><li>Email newsletters </li></ul><ul><li>Listing on appropriate websites (stockist or partner listings, etc.) </li></ul><ul><li>Linking in general </li></ul><ul><li>Putting your website address on everything! </li></ul>
  6. 6. Assessing Progress <ul><li>Basic Stats. (hits, page requests, unique visitors) </li></ul><ul><li>Page Rank ` </li></ul><ul><li>Backlinks analysis </li></ul><ul><li>Indexing frequency </li></ul><ul><li>Google analytics </li></ul>
  7. 7. “ The Perfect Page”
  8. 9. State of the Market
  9. 10. Some techie stuff!
  10. 12. Basic Homepage Requirements <ul><li>Very ‘clowny’ </li></ul><ul><li>Upfront product and buying access </li></ul><ul><li>‘ Get a Quote’ and newsletter facilities to generate leads </li></ul><ul><li>Company credentials, reassuring content, testimonials. </li></ul><ul><li>Conventional, non-challenging page layout </li></ul><ul><li>Simple, fast navigation with everything available from the homepage </li></ul><ul><li>Highly relevant content and background coding. </li></ul><ul><li>Be better than the current best of the competition </li></ul>
  11. 13. <ul><li>Page URL </li></ul><ul><li>Page Title (should be the meta title) </li></ul><ul><li>Page description (from meta or visible text) </li></ul><ul><li>Page keywords (ignored by some engines) </li></ul><ul><li>Page content (including any image AltTags) </li></ul><ul><li>All active links (inbound and outbound) </li></ul>
  12. 14. Search Engines LOVE relevant content!!
  13. 15. Web address: www.clownsinsurance.co.uk
  14. 17. Which of these would you go for? <ul><li>Insurance for clowns, clowns, clowns insurance, clowns insure, insurance </li></ul><ul><li>Clown insurance from the UK’s leading insurer of clowns </li></ul><ul><li>The UK’s leading provider of clown insurance </li></ul><ul><li>Clown insurance for UK clowns </li></ul>
  15. 18. Page Descriptions… <ul><li>The Competition </li></ul><ul><ul><li><meta name=&quot;description&quot; content=&quot;Duck for Cover arranges low cost public liability insurance cover. Duck For Cover Entertainers Group arranges low cost public liability insurance for performers and entertainers. Duck for Cover specialises in performers liability insurance,entertainers, duck for cover affordable,public,cheap,low cost,free,professional liability insurance,product liability insurance,general liability insurance,business . &quot;> </li></ul></ul><ul><li>Ours </li></ul><ul><ul><li><meta name=”description” content=”Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance ”> </li></ul></ul>
  16. 19. Keywords….. <ul><li>clown insurance,clown insurance,clowns,clown,insurance,UK, clown insurance,clowns insurance </li></ul><ul><li>clown insurance,insurance for clowns,UK clowns,party clown insurance,part-time clown insurance,professional clown insurance,insuring UK clowns, circus clowns insurance, clowns liability cover </li></ul><ul><li>the leading UK insurer of clowns,clown insurance from the UK’s leading clown insurer </li></ul>
  17. 20. The Code <title> Clown Insurance - Clown Insurance From The UKs Leading Insurer Of Clowns < &quot;Description&quot; content=&quot; Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance &quot; /> &quot;Keywords&quot; content=&quot; clown insurance,insurance for clowns,UK clowns,party clown insurance,part-time clown insurance,professional clown insurance,insuring UK clowns, circus clowns insurance, clowns liability cover &quot;
  18. 21. <ul><li>At Clowns Insurance, we provide quality clown insurance and entertainer insurance for the entertainment industry. We also take pride in providing second to none customer service. With any request, issue or concern we will get back to you in a timely manner </li></ul>
  19. 25. Getting to the top can be easy!
  20. 26. Directories
  21. 27. Linking Activity <ul><li>Directories (paid-for and free) </li></ul>
  22. 29. Linking Activity <ul><li>Directories (paid-for and free) </li></ul><ul><li>Relevant partner sites </li></ul><ul><li>Quality vs. quantity (high PR links) </li></ul><ul><li>Inbound/Outbound/Reciprocal </li></ul>
  23. 30. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul><ul><li>Tagging (del.icio.us, StumbleUpon, Digg.It) </li></ul><ul><li>YouTube </li></ul>
  24. 31. Social networking <ul><li>Blog (with links to your site) </li></ul>
  25. 32. Blog
  26. 33. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul>
  27. 35. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>Facebook group </li></ul>
  28. 37. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul>
  29. 39. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul><ul><li>Tagging (del.icio.us, StumbleUpon, Digg.It) </li></ul>
  30. 40. Tagging
  31. 41. Social networking <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul><ul><li>Tagging (del.icio.us, StumbleUpon, Digg.It) </li></ul><ul><li>YouTube </li></ul>
  32. 42. You Tube
  33. 43. The Web Marketing Mantra….. Good content and good links equal good rankings and good rankings equal good traffic (popularity) and good traffic equals rankings, etc, etc,
  34. 45. Sponsored Links
  35. 46. Sponsored Links
  36. 47. Major UK Grocery Retailer Christmas Corporate Hamper Campaign <ul><li>Adwords generated 69% of search engine traffic to the whole site </li></ul><ul><li>Search engine traffic tripled </li></ul><ul><li>The top 3 search terms were non brand-specific and driven wholly by Adwords </li></ul><ul><li>Click-through rate of over 6% </li></ul>
  37. 48. Major UK Clothing Retailer Voucher Scheme Adwords Campaign <ul><li>Adwords generates 55% of search engine traffic to the whole site </li></ul><ul><li>Search engine traffic doubled </li></ul><ul><li>The top 3 search terms are non brand-specific and driven wholly by Adwords </li></ul><ul><li>However…………….. </li></ul>
  38. 50. Banners and online ads

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