How To Win Online | eCelticSEO | Out On Your Own Conference | RDS
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How To Win Online | eCelticSEO | Out On Your Own Conference | RDS

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Presented by Brian Martin, Director of e-Celtic at the RDS on October 20th, 2011 for www.entrepreneursconference.ie

Presented by Brian Martin, Director of e-Celtic at the RDS on October 20th, 2011 for www.entrepreneursconference.ie

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  • 110 euro
  • 435 euro per year for BaseCamp
  • 50 quid
  • Save 500 euro depending how much you use either
  • Save you printing out brochures and reports again another 500 euro saving
  • Save 175 euro per year
  • Save 500 EURO per year
  • Save 500 EURO than doing it manually if done 5 times in a year
  • 2000 EURO
  • 500 euro saving in travel time
  • Save you printing out brochures and reports again another 500 euro saving
  • competition is growing and the sooner you focus on building a website that drives traffic and builds a loyalty the further ahead you'll be as more Irish shoppers move online
  • Why do you hear the phrase “we have our website done” never heard someone say “we have our marketing done” or we have our “shop done” – it’s a continuous process, similar to new advertising campaigns and merchandising products to reflect seasonality and new products. Similar needs to be done for SEO. Charles from Facebook mentioned if you spend 20% building an app you need to spend another 80% promoting it. Don’t give yourself a pat on the back once you have your site is live, that’s when the real work starts for you to differentiate your site from the others
  • Evolution of the webThe penetration of ecommerce is growing42% of Dominoes Pizza is ordered online, up from 32% last year who would have predicted that 5 years ago?
  • Success story:PaddyPower has 319 retail outletsThese account for 18% of profits
  • Online profit would be equivalent of an extra shops! 1,453 What’s more remarkable is much of this growth has been achieved in the UK and a good example of an ecommerce site successfully exporting
  • Belfast company, 109 GBP turnover last year for Chain Reaction Cycles. Zappos US company, sold to Amazon for 1.2 billion USD after doing sales of 1 billion. Asos – 500 million USD per year, with most of it coming outside of UK.
  • A website is like an ice cream cone with the customers being the ice cream except u can only eat from the bottom.SEO is about getting more ice cream in the top of the cone and building a bigger funnel, essentially increasing awareness. anything below the top, is concerned with conversion optimisation, site design, usability, trust etc. Start with the bottom in terms of planning. If you want two sales, then you need 100 visitors.
  • Why I like SEO is because if you get SEO right, chances are you’re getting most other things right.PPC gets 10-30 per cent of clicks organic should get approx 70-90 per cent of traffic depending on industryNot everybody searches the way you do. People are still skeptical of clicking on the highlighted ads section believe it or not. Google makes over 30 billion USD per year through adwords, so proportionately SEO should make 112 billion per year but doesn’t
  • don't mention bing/yahoo because Google is the only game in town with 94% market sharethe information you have about your customers is powerful and sometimes overwhelming. Analysing this in the right way can help planTrust in Google, more than 50% of people haven't discovered the URL address bar at the top of their browser, with the most Google'd terms Facebook, Youtube, Gmail etc. Analytics needs a whole other talk. Knowing what to measure is key. There are so many meaningless metrics, it’s the context of these that matters. One key goal is order confirmation of course. Make sure you can visualise your funnel and view the pages that are the top exit page,
  • Not really a million dollar question, it's not rocket science just methodical work with creativityFirst – get the basic structure right like a pyramid. Start with accessible quality content, move to keywords/content, then acquire and build links and finally look at social. Make sure your website is crawlable – Google webmaster tools – great free tool for rooting out errorsValidating that your code is clean, is a thumbs up for GoogleContent has to be extraordinary or surprisingly great and executed well in order for people to share it e.g. top 10 ListsEncourage and reward community
  • This graph is also similar to CTR on ranking positions so the first result will get about 40% of the results and it’s a steep curve down towards 10th positionI also should mention that the second page basically doesn’t’ exist, percentage of visitors who’ll visit your site from here and convert is miniscule.
  • Do you remember the trick of Googling ‘miserable failure’ and a page on the whitehouse for George Bush appearing?Or what website appears when you google ‘click here’ – AdobePower of links is still significant, it’s what connects the web together.The web is a popularity contest. Links are votes but not all votes are equal.
  • This picture reminds me of when I hear about some PPC campaigns.One case I can think of was where out of every 20,000 visits from Google received monthly, over 15,000 were from paid ads.
  • Psychology of supermarkets where they place fresh flowers, fruit and veg, bread near the entrance. Expensive products easiest to reach, choclates at the checkout.
  • Monitor the number of visits a search engine sends you versus the number of keywords – this will tell you if you’re ranking for more unique keyphrasesUse google’s keyword research toolBe careful of ‘print version’ which is duplicate contentBe weary of below par content on your own site, Panda update
  • 25.3% visitors converted to click on view pricing plan
  • 47.8% of visitors clicked on view pricing plan, almost doubling the number of conversions

How To Win Online | eCelticSEO | Out On Your Own Conference | RDS Presentation Transcript

  • 1. How to Win OnlineBRIAN MARTINOUT ON YOUR OWN 2011 Brian Martin | How To Win Online
  • 2. Overview 10 free tools to help your business grow online Bootstrapping e-Commerce success How to build traffic and brand awareness online Converting traffic to customers Brian Martin | How To Win Online
  • 3. 10 Free Tools to Help Your Business Grow 12 Online 10Axis Title 8 6 4 2 1 0 Category 1 Axis Title Brian Martin | How To Win Online
  • 4. 1 Google Docs Brian Martin | How To Win Online
  • 5. 2 Freedcamp Brian Martin | How To Win Online
  • 6. 3 GoogleGoogle Keyword Research Tool Google AdsenseGoogle Insights Google MailGoogle Trends Google CalendarGoogle Alerts Google SitesGoogle Analytics Google +Google Places Google Webmaster ToolsGoogle Adwords (Coupons) Google Website Optimiser Google Translate Brian Martin | How To Win Online
  • 7. 4 Elance* / Fiverr* Brian Martin | How To Win Online
  • 8. 5 SlideShare Brian Martin | How To Win Online
  • 9. 6 Zoho CRM Brian Martin | Advanced SEO
  • 10. 7 MailChimp Brian Martin | How To Win Online
  • 11. 8 SurveyMonkey Brian Martin | How To Win Online
  • 12. 9 HootSuite Brian Martin | How To Win Online
  • 13. 10 Mikogo Brian Martin | How To Win Online
  • 14. € You just saved €5,000 Brian Martin | How To Win Online
  • 15. Bootstrapping e-Commerce Success Brian Martin | How To Win Online
  • 16. FACT Registration of .IE Domains Brian Martin | How To Win Online
  • 17. Q Why do you need to invest in promoting your website?€75k p.a compared to the minimum wage Measurable: Plethora of data to help make informed decisions It’s where the Market is BUT Its not an overnight success and not a one time effort either Brian Martin | How To Win Online
  • 18. Q eCommerce Evolution Brian Martin | How To Win Online
  • 19. FACT Paddy Power – 319 Retail Outlets Brian Martin | How To Win Online
  • 20. FACT Online Profit = 1453 Retail Outlets Brian Martin | How To Win Online
  • 21. FACT Think Big Brian Martin | How To Win Online
  • 22. T Leverage Markets Brian Martin | How To Win Online
  • 23. How to build Site traffic &Brand awareness Brian Martin | How To Win Online
  • 24. Q Build it and they will come? Brian Martin | How To Win Online
  • 25. F ACT Internet Channel Overview Your website Everything else  Email (Outbound)  Search Engines (Inbound)  Other Websites (Mixed)  Social Networks  Social Bookmarking Sites  Blogs  Q&A sites  Forums  Video sites Brian Martin | How To Win Online
  • 26. FACT SEO as a Channel Brian Martin | How To Win Online
  • 27. Q What is SEO? Brian Martin | How To Win Online
  • 28. Q Why SEO?Building a bigger funnelIncreasing site rankings in search results and attracting qualified trafficSame core principles of marketing apply with technical focus- Merchandising, PR, display advertising, salesTrust in Google, 2nd most respected brand, buying intent in consumers"You cant manage what you dont measure" -> Analytics Brian Martin | How To Win Online
  • 29. Q How do I Rank on Google? million dollar Que$tionA site that is well designed, optimised and promoted OnPage Accessible site Targeted keywords present Hub of valued content OffPage Strong inbound links profile Social Media Mix PR/community management Reputation Management - brand/site mentions Local optimisation Brian Martin | How To Win Online
  • 30. FACT Short Tail Versus Long Tail Brian Martin | How To Win Online
  • 31. FACT Links Brian Martin | How To Win Online
  • 32. FACT SEO vs. PPC Brian Martin | How To Win Online
  • 33. Converting Traffic toCustomers Brian Martin | How To Win Online
  • 34. F ACT Content Become an authority or a resource Curator Unique (Pitfalls of duplicate content) Keyword research Mix of brainstorming & statistical research Good content isn’t good enough Good SEO is a rising tide that lifts all keywords Brian Martin | How To Win Online
  • 35. FACT Give it away Free? Brian Martin | How To Win Online
  • 36. T Tips Brian Martin | How To Win Online
  • 37. T Tips Brian Martin | How To Win Online
  • 38. T Tips Brian Martin | How To Win Online
  • 39. T Tips Video is 53 times more likely to appear in search results Make sure your CMS is SEO friendly out of the box, we recommend Magento for eCommerce sites, Wordpress for non-transaction site/blog A blog is a must, be creative Transparency online – more price sensitive than offline The best way to get traffic? To deserve it. Think long term and holistically Brian Martin | How To Win Online
  • 40. T Out On Your Own 2011 @ecelticseo brian@eceltic.ie for any questions! Thank You! Brian Martin | How To Win Online