Business Growth Show Momentum Slide Show 20101006
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Business Growth Show Momentum Slide Show 20101006

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SEO seminar given at Business Growth Show, examining where SEO goes wrong and how to avoid costly mistakes in online marketing.

SEO seminar given at Business Growth Show, examining where SEO goes wrong and how to avoid costly mistakes in online marketing.

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Business Growth Show Momentum Slide Show 20101006 Business Growth Show Momentum Slide Show 20101006 Presentation Transcript

  • Momentum | 2010-10-06 Jonathan Fink Using SEO To Increase Online Sales
  • Results © 2010, Momentum Web Solutions Keywords 1,588 Visits 2,186 www.momentumws.co.uk/bgs Keywords 4,407 Visits 8,439 Keywords 6,590 Visits 18,663 enquiries
  • Contents
    • Results first
        • What is a result?
    • No plan, no action
        • Target audience
        • Who cares?
    • Choices
        • In-house challenges
        • Agency risks
    • Take control
        • Marketing super heroes
    © 2010, Momentum Web Solutions
    • Focus & direction
        • Core keywords
        • Long tail opportunity
    • (No) Shortcuts
        • On-page content
        • Off-page content
    • Tricks and illusions
        • Fast track to oblivion
        • Lies and deceptions
    • Action and inertia
    www.momentumws.co.uk/bgs
  • What is a result?
    • Conversions
        • Downloads
        • Enquiries
        • Demos
        • Sales
    • Goals
        • On-site actions (I.e. Video views)
        • Specific behaviour (I.e. Social media links)
    • Performance indicators
        • Key user performance data (bounce rate, etc)
        • Time on site, page views, bounce rate (Q-score*)
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs *Momentum’s Quality score
  • No plan, no action
    • Everything the wrong way round
        • Design before planning
        • Planning before strategy
        • Content last
        • Sales processes after launch
        • Expect strategy from a designer, plans from a coder, design from an optimiser, coding from a marketer
    • Where opportunities are lost
        • No action during design process
        • ‘ Job done’ after launch mentality
        • Waiting for a visibility ‘miracle’
        • Forget what the site is for!
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
        • 1. strategy
        • 2. planning
        • 3. content
        • 4. design
        • a) Target date
        • b) Evolving site
        • c) Optimise
        • d) Selling!
  • No plan, no action
    • Target audience
        • What are you selling?
        • Where are you selling it? (I.e. online)
        • When do people buy it? (I.e. seasonality)
        • How do they buy it? (timescale, decision-making, etc)
        • How many and how frequently do they buy?
    • Who cares?
        • What problem does it solve?
        • What are the benefits?
        • Why buy from you?
        • Why buy now?
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
        • Customer-centric content
        • Supporting messages
        • Positioning / USP
        • Sell the next step
  • Choices
    • In-house challenges
        • Direction, discipline, scale, delivery, sustainability
    • Agency risks
        • Commitment, communication, transparency, impact, economics
    • Approach
        • Natural ‘algorithmic’ rankings
        • Paid Advertising (PPC / Google AdWords)
    • Campaign choices
        • To blog or not to blog?
        • News, Events or PR? FAQ or Glossary?
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Take control
    • Marketing super heroes
        • Coding expert
        • Blog evangelist
        • Number cruncher
        • Unlimited free time
    • Realism and hard work
        • Control content
        • Delegate repeatable tasks
        • ‘ Own’ strategic actions
        • Benchmark progress
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Focus and direction
    • Core keywords
        • Primary phrase (chocolate biscuit recipe)
        • Related phrases (chocolate cookie)
        • Plurals and variations (recipes for biscuits)
        • Full phrase ( find online recipes to make chocolate biscuits )
    • Qualifiers (refinement)
        • What is it? (software); What does it do? (management)
        • Qualities (materials, texture, quality, colour, size)
        • Market characteristics (commercial, price, delivery)
        • Who is it for? (gender, age, job role, industry)
        • Who are you? (vendor, expert, consultant, agency)
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Focus and direction
    • Brand keywords
        • (+) High search volumes
        • (-) Intense competition
        • (+) Highly targeted (good conversion)
        • (-) High quality expectations (choice)
    • The ‘Long Tail’ of search
        • I.e. Expert Oxford Chartered Accountancy services for Sole traders
        • (-) Lower volume of search per phrase
        • (+) Vast number of potential combinations
        • (+) Lower competition and highly targeted
        • (-) Challenge of deploying phrases
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Endless Long Tail www.momentumws.co.uk/bgs
  • (No) Shortcuts
    • On-page content (text)
        • Quality and relevance
        • Structure and logic
        • Hierarchy and focus (keyword placement & density)
        • Calls-to-action and compulsion
    • Off-page content (links)
        • Relevance and volume
        • Authority and PageRank
        • Language and tone (keyword usage and variety)
        • Frequency and resources
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Tricks and illusions
    • Fast track to oblivion
        • Do nothing
        • Hide stuff (I.e. white on white)
        • Deception; spam; irrelevant actions
        • Use repetitive, robotic language
        • Do it for search engines, not customers
    • Lies and deceptions
        • “ Guaranteed #1 rankings”
        • “ Top slot within days”
        • “ Submission to 1,000’s of directories”
        • “ It’s complex, we’ll handle it all”
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Action and inertia
    • Set targets
        • Short term, high impact, low cost, fewest dependencies, etc…
        • Stick to structured Action Plan, assign resources, etc…
        • Monitor performance; do more of what works
    • Own your SEO project
        • Ask more questions (the right ones)
        • Don’t live in blissful ignorance
        • Don’t abdicate responsibility
        • And don’t wait!
    • Q&A
        • Ask an SEO expert; visit our stand at Business Growth Show
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • Stages in SEO
    • Research
        • Competitors – context & insights
        • Opportunities – niches & challenges
        • Strategies – actions for dominance
    • Optimisation and Promotion
        • Transparency – ethical and open
        • Action – clear steps, data, proofs
        • Empowerment – client in control
    • Results
        • Visitors – greater volumes & relevance
        • Enquiries – more qualified enquiries
        • Conversion – better returns
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • SEO Clients © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs
  • BGS Offer
    • Competitor Spotlight
        • Find out – how Google sees your site | FREE REPORT
        • Learn – who leads your industry | 30 MIN CALL
        • Understand – the market opportunity | WORTH £150
        • www.momentumws.co.uk/bgs
    • Receive your FREE report within 3 days
    © 2010, Momentum Web Solutions www.momentumws.co.uk/bgs