SEO for Small Business

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a 40 slide summary on SEO, SEM, Adwords and how to build traffic to your own web site

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SEO for Small Business

  1. 1. Google + Small Business<br />- SEO, SEM & Adwords<br /><ul><li> SBDC, Aug 2010</li></ul>Charlie Gunningham<br />Manager, reiwa.com<br />
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  3. 3. 90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, not updated, not SEO’d<br /> – <br />
  4. 4. YOUR SITE1. Are you on the 1st page of Google for your ‘golden phrase’? (Y/N/sometimes)2. Are you #1 result ? (Y/N/sometimes) 3. Does your site load in under 5 seconds? (Y/N)4. Is the info all up to date? (Y/N/sometimes) 5. Is there something on your site that changes? (Y/N) 6. Are you proud of your site? (Y/N) 7. Has your site been optimised (redesigned) for mobiles? (Y/N) 8. Do you get leads/enquiries off YOUR site? (Y/N/sometimes) 9. Does your site interact with your social media? (Y/N) 10. Do you regularly collect email addresses of visitors to your site? (Y/N/sometimes) <br />Yes = 3 (for Yes/No Sometimes) or 1<br />Sometimes = 1 No = 0<br />
  5. 5. YOUR SITEScore: 16+ fantastic! 10-15 needs help, but OK 5-9 poor, needs urgent help! <5 thanks for being honest, but take the site down now!!! <br />
  6. 6. “Dynamic” sites- powered by database (CMS)- update DB, updates site- interactive, social media- local info (blogs, …)- mobile, apps (smart phones, iPhone, iPad)<br />
  7. 7. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting<br />
  8. 8. It’s like having your own radio station!<br />
  9. 9. Why have a site?6. Make it earn money!<br />
  10. 10. HOW to build traffic? 1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos<br />
  11. 11. Measuring What?1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors<br />
  12. 12. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook<br />
  13. 13. 7. PPC – Google8. Partnerships9. Linking…. BIG GAP between #9 and # 10!!! ….10. PR, events, editorials, awards11. Ads<br />
  14. 14. Before we move on…My Site?AUDIT - Where are we? PLAN – Where do we want to be?ACTION – What are we going to do about this?<br />
  15. 15. FACTS- 90% web sessions begin with a search- 85% of ALL traffic is referred via a search engine- Google Australia = 300,000 searches/min- 61% of searches result in OFFLINE purchasesand Google is 87% of all search in Aus89% of all clicks are from SEO (not PPC)<br />
  16. 16. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN<br />
  17. 17. PLUS- being updated- relevancy- popularity- older- larger- site maps- submission- blog<br />
  18. 18. PLUS- alt tabs on images- RSS feeds- social media- well named links- dummy sites- keyword analysis- check analytics…<br />
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  20. 20. REIWA Property Management Breakfast, 16th July 2009 Slide 20<br />
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  26. 26. URL Rewriting- creating dynamic SEO friendly web addresses (instead of ‘Egyptian script mumbo jumbo’!)www.yournamecom.au/real-estate/subiaco/address<br />
  27. 27. MYTHS Meta keyword Tag  white text on white background  multiple domains  resubmitting weekly  doorway pages<br />
  28. 28. SNAKE OIL SALESMEN Google endorsed partner  Link outs are good  SEO is a black art  Guarantees for Page 1 ranking  It’s just so easy!  Small text  We get you on hundreds of search engines!<br />
  29. 29. Search Engine Marketing (SEM) - beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate<br />
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  31. 31. FB Advertising vs Google Adwords<br />(Pay Per Click – PPC)<br />Google ads:<br />Search terms<br />Ppl declare hand<br />Bid for phrases<br />WA only, time of day<br />
  32. 32. GET STARTED1. Keyword analysis2. GMail account3. Google.com.au/adwords4. Monitor<br />
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  34. 34. Conclusions from today _ what are they - for you?Take-Aways from today _ what are you going to do … as of tomorrow?<br />
  35. 35. THANK YOU! - and all the best with SEO/SEM!- for these slides, contact me…charlie@reiwa.com.au0411 092 669<br />

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