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  • I learned this somewhere along in my career, “Selling is not telling” It is about listening! My wife tells me I have subjective hearing or I only hear what I want to hear. So what I have learn to compensate for my lack of listing and my tendency to tell “Mr. Prospect everything I know about SEO” it to start ALL meetings the same way. The same exact way every time way every time weather on the phone or in person. It goes like this. After some small talk, bonding and rapport. Mr. Prospect, let’s have a discussion on how your business can the internet more effectively or efficienlty. Are the end you can decide if we can help or if you just want to be friends. Fair? Really, internet marketing boils down to these 3 things#1 Credibility (Google Resume) people will never buy from you online of offline if you do not exude credibility.#2 You need Leads! Google is the most powerful lead generating platform every created, ok maybe the telephone. -just like the telephone, you need to know how to use it for lead generation. #3Communication – This is a non negotiable, sites like Yelp and YouTube and FourSquare…people are not talking to each other, they are talking via Twitter, Facebook, Yelp, Foursquare, they are going to talk about you! You have a choice to be part of the conversation or ignore. We help you listen, respond, and communicate a positive message. IE- Increasing Your Credibility. OPEN ENDED – How does your business do with these three areas?
  • This was an eye tracking study done to determine what areas people look at when they arrive at a websiteThe areas that are red & yellow show where most people are lookingThis is Google’s home page that we are looking atSee how few views there are on the right hand side where the adwords are displayedThis verifies that only 20% of people click here (at this stage your prospect could say that they never click on the ads)You can reply “most people that click on the ads are normally in a buying or take action mode” and this is why it is wise to advertize on pay per click to get those 10% of people who are ready to buy.This is the reason that Google sometimes places the top 3 sponsored links at the top of the page so that theu can get more clicksThat is the main way that Google makes its moneyPoint out that any call to action that is placed in the bottom right is normally invisible to the eyeThe red lines show how many people leave the site as they have to scroll below the fold on a web page.This is the reason why call to actions should be placed in the “soft F” (the shape that the red & yellow tracking makes)
  • So based on the eye tracking study we can see where most people clickThe top sponsored links get around 12% of clicksThe right hand side sponsored links get around 13% of clicksWe can see that most clicks happen on the left hand side of Google’s pagePeople click here because this is where they find the information that they are looking forThis is the main reason why we recommend that a website has many web page on it so that you have the chance to introduce your brand, services, products or company to the searcherThis is a term we call “Content Marketing”
  • This diagram shows that only 10% of people go to a search engine and transact or engage on the same dayThis is where Pay Per Click (PPC) comes inThis is where we get your company’s ads to appear when searchers type “buying” or “action words”The rest use search engines to look for information that will help them make an informed decisionFor example, people wanting to buy a house would look for specific information before they actually contact a realtor to find a home for them. They look for;Schools in the areaWhat the road system & traffic is like What is the crime rate in that areaWhat shopping centers are close byWhat to do in that areaIf a realtor had this information on their website, they would be found on search engines and this would give them the opportunity to present their brand to the searcherGive them the information they are looking for and have a call to action on the page to either;Subscribe to get local newsView listings of house prices in the areaCall an agent now to provide you with more detailed informationDownload a shopping & restaurant guide in the areaAll of these call to actions can be measured by using Google analytics and will help in determining how people interact with the website
  • We have all heard of black hat and white hat SEO.But do we know the difference between some of these techniques?This scatter graph shows the search engine optimization techniques being used and the value that one could expect from each technique.It is obvious that we should focus on the white hat techniques of high valueThat way we will provide good relevant content that would help in converting search traffic to prospects In the earlier Internet days, we used to spend time optimising meta tags and keywords and then submitting our webpages to search engines. We also spent time submitting the pages to DMOZ, the Internet Diractory and Yahoo.As you can see from the top right-hand corner, keyword research and on-page optimisation is really very important, followed by viral content link bait which is the linking strategy that Google uses to determine the importance of a page.From this slide we can see that the best methods of search engine marketing is when we focus on the top right-hand corner activities. This will get our business the best results.
  • Once we know what content to write, we start optimizing each page for search engines.The perfectly optimized page is constructed according to Google’s webmaster guidelinesWe create the page and focus on website usability and internal architecture. These pages also target “long tail” searches that will bring a steady stream of visitors looking for the relevant content that you are providingAdding content regularly will create an asset out of your website
  • Before we get our designer to start designing a concept draft we start planning your website content blueprint.This is where we strategize about all the content and social media sites you should get involved inThe content plan can then be implemented in a phased approach, a few pages a week to keep a steady stream of fresh relevant content that search engines love to index
  • Once you have created all your perfect pages, you will then have a website that is well themed and organised so that Google can index it according to the keyword phrases that you are targeting.Now that the website is looking good it is time to get others to recommend you.This is achieved with incoming links. Google’s system of determining which web page is more popular by counting the valuable links that are pointing to your website form various different websites, directories and social media site.Link building is the key to Google’s algorithm. It is the best way to build links naturally and this happens when you have lots of good content that people refer to. Links come from other websites, directories, blog posts, social media bookmarking and articles.
  • When you are building links it is best that you use a variety of links so that it looks natural. Google looks for consistent and natural link building when it calculates the value of your webpage. A good mixture of links will come from blogs, directories, articles and social media bookmarking.Links can be manipulated which in effect is not really white hat SEO.But as long as the links come from related web page and sites and are consistently built you can start to achieve good rankings.One of the tools that can be used to build controlled valuable inbound links is Traffic Kahuna. It is a paid service in open to a set number of members so as to control the activities and not raise any warnings to search engines about the origination of these links. With traffic kahuna you can submit a blog post with the internal link text that you require pointing to your perfectly optimised web page.Another service that I use for link building is a website called submit edge. This website offers outsourced in building and they provide services such as directory submissions, article submission is and search engine submissions as well as social media bookmarking. These services are a great way to supplement and increase your incoming links on a ongoing in regular basis.
  • I learned this somewhere along in my career, “Selling is not telling” It is about listening! My wife tells me I have subjective hearing or I only hear what I want to hear. So what I have learn to compensate for my lack of listing and my tendency to tell “Mr. Prospect everything I know about SEO” it to start ALL meetings the same way. The same exact way every time way every time weather on the phone or in person. It goes like this. After some small talk, bonding and rapport. Mr. Prospect, let’s have a discussion on how your business can the internet more effectively or efficienlty. Are the end you can decide if we can help or if you just want to be friends. Fair? Really, internet marketing boils down to these 3 things#1 Credibility (Google Resume) people will never buy from you online of offline if you do not exude credibility.#2 You need Leads! Google is the most powerful lead generating platform every created, ok maybe the telephone. -just like the telephone, you need to know how to use it for lead generation. #3Communication – This is a non negotiable, sites like Yelp and YouTube and FourSquare…people are not talking to each other, they are talking via Twitter, Facebook, Yelp, Foursquare, they are going to talk about you! You have a choice to be part of the conversation or ignore. We help you listen, respond, and communicate a positive message. IE- Increasing Your Credibility. OPEN ENDED – How does your business do with these three areas?

Colin wsi customer presentation Presentation Transcript

  • 1. Colin SweeneyInternet Consultant
  • 2.
  • 3. Online Credibility
    Search engine positioning
    PPC, SEO, Content marketing
    Outstanding graphic design for website and other Online properties
    Social media profiles
    Facebook, LinkedIn, Blog
    YouTube, Twitter, Flickr
    Email marketing
  • 4. Lead generation
    Search engine marketing
    SEO, SMO, Content marketing (Articles, News, Case studies, applications, Blogs)
    Email marketing
    Paid Search
    PPC
    Facebook
    Banner Ads
    Industry sites
  • 5. Customer/Prospect communication
    Blog
    Social Media
    Online Reviews
    Email marketing
    Webinars
    Whitepapers
    News Releases
  • 6. Most prospects start by using Search Engines(So gaining search engine listings is a key strategy)
    Market Share:
    Google 67%
    Yahoo 16%
    Bing 12%
  • 7. Where do they look?
    The Golden Triangle
    Eye tracking study to determine how visitors view web pages
    7
  • 8. Where do they click?
    Pay Per Click – 12.2%
    Organic
    Search
    74.3%
    Pay Per Click
    13.5%
    Source: Enquiro & Marketingsherpa
  • 9. How soon before purchase does research begin?
    Source: Enquiro & Marketingsherpa
  • 10. Services Overview
    Presented by: Francois Muscat
    www.wsioms.co.za
  • 11. SEO Landscape…
    Wikipedia links
    HighValue
    LowValue
    Keyword stuffing
    Link trading
    Automated content generation
    Automatedblog spam
    IP cloaking
    Press releaseoptimization
    On pageoptimization
    Parasite hosting
    Injected links
    Paid directorylink building
    Do followblog comments
    Search enginesubmission
    Spam reportingcompetitors
    DMOZ, Yahoosubmission
    Metakeywords
    XML Sitemapcreation
    Vertical searchtargeting
    Keyword research
    Rewriting dynamic URLs
    Embedded widgets& badges
    Viral contentLinkbait
    PageRank sculpting
    Internal linkarchitecture
  • 12. Perfectly Optimized Page
  • 13. Content Marketing Blueprint
  • 14. What is Off Page optimization ?
    Quality & Relevant links
    Social bookmarking referrals
  • 15. Build the links
    Build links
    Blog links
    Directory links
    Article submission
    Social Media
    Video Posting
  • 16. Social Media Implementation
    WSI can design, setup and maintain your Social Media outlets
    Blog
    Twitter
    LinkedIn
    Facebook
    YouTube
    Flickr
  • 17. Social Media Training
    Blog
    Twitter
    LinkedIn
    Facebook
    YouTube
    Flickr
    By experienced Consultants
    In person or via webinar
  • 18. Email / Newsletter Marketing
  • 19.
    • Search Engines
    • 20. Graphics (e.g. website)
    • 21. Social Media
    • 22. Newsletters
    • 23. SEO
    • 24. SMO
    • 25. EMAIL
    • 26. Paid Advertising
    • 27. Blog
    • 28. Social Media
    • 29. Newsletters
    • 30. News & reviews
  • Some of Our Work
  • 31. Product Keywords
  • 32. Visits from product searches up over 10x
  • 33. Key Metrics
  • 34. Key Metrics – SEO Visits
  • 35. First Page Listings
  • 36. More Referrals
  • 37. Long Tail Keywords
  • 38. Visits = Conversions
  • 39. “long tail” = traffic
  • 40. “Detox”Lead Generation
  • 41. 6+ Months in
  • 42. More Website Visits = More leads
  • 43. Recent Design
  • 44. Summary & Questions