Seo Hmrc February 2010 V1 2

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A short [45min] overview of Search Engine Marketing, covering SEO and PPC

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Seo Hmrc February 2010 V1 2

  1. 1. Delivering traffic to your website Andy Poulton Business Adviser ICT
  2. 2. <ul><li>Introduction </li></ul><ul><li>So how big is the internet really? </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>What else is there? </li></ul><ul><li>Close </li></ul>Making the most of your website Agenda
  3. 3. Introduction – Andy Poulton Business Link Adviser – ICT Specialist User Friendly
  4. 4. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  5. 5. The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
  6. 6. 1 Answer How is your website performing right now?
  7. 7. <ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there? </li></ul><ul><li>How many pages do they look at? </li></ul><ul><li>How long do they spend on the site? </li></ul><ul><li>How does this compare against the targets set for the site? </li></ul><ul><li>How many conversions occur? </li></ul><ul><ul><ul><ul><li>Sales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email contact </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Subscription </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Calls </li></ul></ul></ul></ul>Website performance – what you need to know
  8. 8. Typical Web stats
  9. 9. www.google.com/analytics
  10. 10. Is this better?
  11. 11. www.google.com/webmaster
  12. 12. Is your business ready? <ul><li>Do you have </li></ul><ul><li>Phone systems in place to deal with calls? </li></ul><ul><li>People to deal with enquiries? </li></ul><ul><li>Stock to deal with uplift in orders? </li></ul><ul><li>Logistics in place to deliver on new orders? </li></ul><ul><li>Cashflow to meet increased demand? </li></ul>
  13. 13. Low conversion % - then let’s look at your site
  14. 14. Is your site ready? <ul><li>Is it </li></ul><ul><li>Fast to load? </li></ul><ul><li>Easy to Navigate? </li></ul><ul><li>Loaded with compelling and relevant content? </li></ul>
  15. 15. Yes? OK – We’re at the starting gate
  16. 16. Great conversion % - then let’s look building visitor numbers
  17. 17. <ul><li>Search Marketing </li></ul>
  18. 18. First - go and register with DMOZ www.dmoz.org
  19. 19. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%
  20. 20. Why Optimise your Site?
  21. 21. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
  22. 22. Search Engine Optimisation (SEO) <ul><li>Understanding how your customers are looking for YOU [key words/phrases] </li></ul><ul><li>Understanding WHERE the search engines look on your pages </li></ul><ul><li>Ensuring the KEY WORDS/PHRASES are available in the places the search engines look </li></ul>The art of making web pages “search engine friendly” On-site Optimisation
  23. 23. Search Engine Optimisation (SEO) <ul><li>Understanding how other factors can INFLUENCE the search engines and how YOU can use these to YOUR advantage </li></ul>The art of making web pages “search engine friendly” Off-site Optimisation
  24. 24. What’s the big secret? <ul><li>Do the right things right </li></ul><ul><li>and </li></ul><ul><li>get the right results </li></ul>There Isn’t one!
  25. 25. What’s the big secret? Probably the most important content on your web site
  26. 26. Choosing Keywords <ul><li>Think like a customer </li></ul><ul><li>Think laterally </li></ul><ul><li>Brainstorm Keywords </li></ul><ul><li>Ask everyone </li></ul><ul><ul><li>Search using your keywords and see what appears </li></ul></ul><ul><li>Use the free Google keyword tool </li></ul>
  27. 27. Where do they go?
  28. 28. Where to place Keywords HTML Page Title <ul><li>HTML Title </li></ul><ul><li>This is what will be catalogued - about 80 characters </li></ul><ul><ul><li>3 or 4 keywords </li></ul></ul><ul><ul><li>Make each page title relevant to each particular page </li></ul></ul>
  29. 29. Where to place Keywords Page Content
  30. 30. Where to place Keywords Meta Description Tag <ul><ul><li>Limit to around 150 characters </li></ul></ul><ul><ul><li>Use on every page </li></ul></ul><ul><ul><li>Customise for each page </li></ul></ul>
  31. 31. Where to place Keywords Alternative Attribute – aka Alt Tag <ul><ul><li>Every Image needs one </li></ul></ul><ul><ul><li>Build Keyword Count </li></ul></ul><ul><ul><li>Comply with Disability Discrimination Act - Accessibility </li></ul></ul>Perry Marshall – Adwords Expert
  32. 32. Where to place Keywords Name files with keywords <ul><li>HTML page name - www.perrymarshall.com/google/ adwords.htm </li></ul><ul><ul><li>Images - adwords-expert.jpg </li></ul></ul><ul><li>Keywords for Text Links [Anchor Text] - </li></ul><ul><li>Header Tags <H1> </H1> </li></ul>
  33. 33. Where they go - summary <ul><li>Page Content </li></ul><ul><li>HTML Page Title </li></ul><ul><li>Meta Page Description </li></ul><ul><li>File / Image Names </li></ul><ul><li>ALT Attributes </li></ul><ul><li>Navigation Link Anchor Text </li></ul><ul><li>URLs </li></ul>
  34. 34. What Else Counts? <ul><li>Google will measure your site based on “relevance” </li></ul><ul><li>The number of times it is clicked in a search </li></ul><ul><li>The number of INCOMING links aka Back-Links </li></ul>
  35. 35. Back-Link verification
  36. 36. Remember <ul><li>Your web site is for your </li></ul><ul><li>CLIENTS </li></ul><ul><li>not the search engines </li></ul>
  37. 37. Probably the greatest marketing opportunity known!
  38. 38. PPC Results
  39. 39. Pay per Click aka PPC, Adwords, Sponsored Links <ul><li>Google Adwords 25 characters max </li></ul><ul><li>Check out Google Advertising 35 characters max </li></ul><ul><li>Get Started Today 35 Characters max </li></ul><ul><li>www.google.co.uk Home page URL </li></ul><ul><li>www.google.co.uk/adwords Where the click lands </li></ul>
  40. 40. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p
  41. 41. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
  42. 42. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p
  43. 43. The genius that is CTR <ul><li>CTR = Click Through Ratio </li></ul><ul><li>= the % of Clicks against Impressions </li></ul><ul><li>Impressions (number of time your ad is displayed) </li></ul><ul><li>Clicks (number of times your ad is clicked on) </li></ul><ul><li>1% is so-so to OK </li></ul><ul><li>2% is OK </li></ul><ul><li>3% and above is doing well </li></ul>
  44. 44. Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad
  45. 45. <ul><li>So how can we </li></ul><ul><li>improve </li></ul><ul><li>the CTR? </li></ul>
  46. 46. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35% % served Clicks Impr. CTR
  47. 47. What else is there?
  48. 48. Email Marketing
  49. 51. Social Networks Business Networks
  50. 52. TWITTER
  51. 54. Resources <ul><li>Google Webmaster Resources </li></ul><ul><li>Search Engine Watch – everything you need to know about SEO </li></ul><ul><li>SeoMoz – SEO information and resources </li></ul><ul><li>Google Keyword Tool – choose relevant keywords </li></ul><ul><li>Drayton Bird – Direct Marketing genius </li></ul><ul><li>Perry Marshall – FREE Google Adwords course </li></ul><ul><li>Cardell Media – Marketing Guru, loads of FREE stuff! </li></ul><ul><li>Bruce Clay – More excellent SEO information </li></ul>
  52. 55. Andy Poulton Business Link M: 07966 547146 E: [email_address] http:// www.businesslink.gov.uk/southwest/eventspresentations
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