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Cim sept2013-Preston-UCLAN
 

Cim sept2013-Preston-UCLAN

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Cim sept2013-Preston-UCLAN

Cim sept2013-Preston-UCLAN

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  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • Your copy writing in paid search is very important.
  • Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)

Cim sept2013-Preston-UCLAN Cim sept2013-Preston-UCLAN Presentation Transcript

  • (c) Jan Klin & Associates 2013 Online Marketing and Search Engine Optimisation (SEO) Jan Klin Managing Partner Jan Klin & Associates 01928 788100
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 Sales Funnel and Inbound Marketing  Accepts that we want to communicate with people at each stage of the process  Accepts that people respond to different media at different stages  Accepts that ‘the more we give the more we get’  Content Marketing – Blogging, S Media, whitepapers, ebooks, email newsletters… No interest
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 SEO -Still the main method..
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013  SEO– Maximising your position in the hitlist  Click throughs dissipate as we move down the list 36% of internet36% of internet users perceive ausers perceive a company in thecompany in the top searchtop search engine rankingsengine rankings to be a majorto be a major brandbrand Source: iProspectSource: iProspect search enginesearch engine branding surveybranding survey
  • (c) Jan Klin & Associates 2013 SEO in construction
  • (c) Jan Klin & Associates 2013 Galleries and case studies essential
  • (c) Jan Klin & Associates 2013 SEO in the Travel Business
  • (c) Jan Klin & Associates 2013 SEO in the Travel Business
  • (c) Jan Klin & Associates 2013 SEO success in High Tech Manufacturing SEO in High Tech B2B
  • (c) Jan Klin & Associates 2013 SEO success in High Tech
  • (c) Jan Klin & Associates 2013 Google Places – before -Address details on optimised (home) page - Geo info in ‘title’ tag -Entry in local directories – eg Yell -Entry in Tripadvisor if you are a hotel
  • (c) Jan Klin & Associates 2013 Google Local - After
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 The Spidering Process
  • (c) Jan Klin & Associates 2013 HTML Sitemap
  • (c) Jan Klin & Associates 2013 Register with Google Webmaster Central (GWC)
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 Developing the Initial Keyphrase List - Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant - Study your web stats for keyphrases which have driven people to your site - Take you mates down the pub and ask them what they would type in to find you - Use web based tools eg Google Keyword Tool:- - You could even ask your customers and suppliers
  • (c) Jan Klin & Associates 2013 https://adwords.google.co.uk/select/KeywordToolExternal
  • (c) Jan Klin & Associates 2013 www.digitalpoint.com
  • (c) Jan Klin & Associates 2013 Keep this keyphrase list for use with other inbound marketing
  • (c) Jan Klin & Associates 2013 Using Google’s autosuggest  Another input into keyword analysis  See what gets suggested and include if relevant BUT  Be aware of personalisation skewing – Results shown will reflect previous click through activity
  • (c) Jan Klin & Associates 2013 Components of SEO
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 Textual content is King  There is no substitute for good ‘keyword rich’ content – At least 200-250 words – Content semantically related to keywords (LSI)  Eg, valentine, love, hearts, romance  Focus on natural writing of copy  Add new relevant content as often as you can – Use pdf’s, word documents – New pages with related content – eg history, background, instructions
  • (c) Jan Klin & Associates 2013 Google’s ‘Panda’ Update – Emphasis on Quality Content -Sites with copied content are getting penalised -Emphasis needs to be on original and interesting content -Copy writing needs to be a priority activity of SEO -’Duplicate content’ is a definite no – no -Also ‘fresh’ content favoured (latest update)
  • (c) Jan Klin & Associates 2013 2nd only to Wikipedia!
  • (c) Jan Klin & Associates 2013 The Keyword Density Issue for Visible Text  What do you think of this bit of copywriting!  Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets  1%-3% is ideal (keep below 10%)  Check you density with: – www.ranks.nl/tools/spider.html
  • (c) Jan Klin & Associates 2013 www.asgservices.co.uk
  • (c) Jan Klin & Associates 2013 Capturing content below the scroll
  • (c) Jan Klin & Associates 2013 www.aardvarksafaris.com
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 What not to do!
  • (c) Jan Klin & Associates 2013 In summary  Write text as naturally as possible  Check afterwards that the target phrase(s) is included the right number of times – 3 repetitions per 100 words is generally enough. – Punctuation not important  Emphasis on ‘quality’ and ‘fresh’ content  The phrases can be included in:- – The main text – Header tags (h1, h2 etc) – In in-text links – In navigation links – In footnotes – In ‘alt’ tags
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 Meta Tags – The Title tag
  • (c) Jan Klin & Associates 2013 Meta Tags – The Title tag
  • (c) Jan Klin & Associates 2013 Different Pages Optimised for Different Keyphrases
  • (c) Jan Klin & Associates 2013 Eye Tracking Study  2/3 of the time users initially looked at a listing for 7/100 of a second  Predominately looked at titles  Across all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing IMPORTANCE OF TITLES Source: Marketing Sherpa Study, August 2005
  • (c) Jan Klin & Associates 2013 Meta Tags Keyword and Description tags
  • (c) Jan Klin & Associates 2013 Components of SEO
  • (c) Jan Klin & Associates 2013 Backlinks - Use www.linkdiagnosis.com to check your links
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 The SEO Process and Domain Authority  Do on page SEO work first – then a ranking check to see where you are positioned  The only remaining variable to improve to increase rankings is your domain authority  What is domain authority (DA)? – what is yours? – What is your competitors?  DA is mainly a function of backlinks into your site ( and domain age to a certain extent)  The gap between your DA and your competitors DA can be closed by link building
  • (c) Jan Klin & Associates 2013 Check you Domain Authority
  • (c) Jan Klin & Associates 2013(c) Jan Klin & Associates 2012 http://www.opensiteexplorer.org – to check your links and DA
  • (c) Jan Klin & Associates 2013 -The number and quality of links you need is driven by the competition! -Determine your competitors DA and link numbers to drive your activity Its all relative!
  • (c) Jan Klin & Associates 2013 Where do the links come from? http://www.touchgraph.com/TGGoogleBrowser.html Many places… but we need to develop them in a structured way  Directories – General – Industry specific – Some free some paid for  Strategic Partnership links  Reciprocal links  In newsgroups and other forums  Social media sites – SEE LATER  In Blogs  Banners  Forums  Affiliates  RELEVANCE – more important than ever!
  • (c) Jan Klin & Associates 2013 Link Building Strategies -aka Content Marketing  Why is link building important? 1. Links from other sites to ours generate traffic for us – Eg A reference from a directory such as Yell.com will lead people directly to us – Other ‘content marketing’ will generate links 2. It is an important factor in our search engine rankings – The more links the more important we are for search engines – CHECK YOUR LINKS AT www.ahrefs.com
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 Link Building Post Penguin  Don’t buy links  Don’t contract with link builders who use link farms  Don’t get involved in comment spam on blogs and forums  Don’t build too many multiple links from the same ownership sites  Don’t use the same ‘anchor’ text over and over again  Do see www.janklin.com/blog
  • (c) Jan Klin & Associates 2013 Consistent link building over 2 yrs quadruples traffic
  • (c) Jan Klin & Associates 2013 Europages – An Effective European Business Directory
  • (c) Jan Klin & Associates 2013 Natural links are a by-product of good content marketing…  Attracting links via your blog  Distributing press releases  Article distribution  News stories  Social media bookmarking sites  Etc, etc
  • (c) Jan Klin & Associates 2013 Content outreach- Present your content to relevant blogs
  • (c) Jan Klin & Associates 2013 Ensure Press Releases get Anchor text based links back to website
  • (c) Jan Klin & Associates 2013 www.dgcos.org.uk  Using Logos/accreditations to get backlinks  Logo gets sent to accredited members to afix to their website  Code is included within the logo with ‘anchor text’ based link back to website
  • (c) Jan Klin & Associates 2013 Where do these links come from? PR (‘Public Relations’) sites  New Directories – try… – http://www.newsnow.co.uk  PR Directories Examples – PRWeb – PR World – Marketwire – Business Wire – PR Newswire
  • (c) Jan Klin & Associates 2013 Make your content shareabale  Produce high quality content – for example an really interesting blog article  Ensure it easily shareabale  Amount of sharing is an increasingly important ranking factor  Also provide good quality content for other sites and blogs
  • (c) Jan Klin & Associates 2013 http://www.google.com/fusiontables/Home/ example http://www.janklin.com/blog/bid/148572/Creating-a-Visual-Map-Of-Your-Backlinks DIY at …. Use fusion tables in google docs to visualise competitor links
  • (c) Jan Klin & Associates 2013 www.janklin.com – free lessons  http://www.janklin.com/blog/l esson-7-link-building-1  http://www.janklin.com/blog/l esson-10-link-building-2
  • (c) Jan Klin & Associates 2013 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
  • (c) Jan Klin & Associates 2013 Google Analytics – free and comprehensive
  • (c) Jan Klin & Associates 2013 Language and country traffic
  • (c) Jan Klin & Associates 2013 Social Media Marketing
  • (c) Jan Klin & Associates 2013 SEO and Social Media  Social media sites show up in search results (Google Universal Search)  Social Media activity is a signal to search engines  Social media and content marketing naturally build links  Google Plus now firmly integrated with search
  • (c) Jan Klin & Associates 2013 What can we use Social Media for?  Brand awareness  Brand advocacy  Generating traffic and sales  Customer service and information  Customer support  Typically not at the ‘selling’ end of the funnel
  • (c) Jan Klin & Associates 2013 Sales Funnel and Inbound Marketing  Accepts that we want to communicate with people at each stage of the process  Accepts that people respond to different media at different stages  Accepts that ‘the more we give the more we get’  Content Marketing – Blogging, S Media, whitepapers, ebooks, email newsletters… No interest
  • (c) Jan Klin & Associates 2013 Google Plus – Serious Facebook competition?  350 million users now signed up  Similar functionality to FBook  Google hangouts – video conference calls  ‘circles’ concept is a differentiator  Best of Facebook, Twitter and LinkedIn?  Intertwined with Google search
  • (c) Jan Klin & Associates 2013 Use ‘circles’ to segment your audience  Eg have a circle for training course attendees  people who have signed up for email newsletters  People interested in Social Media marketing  people interested in SEO, etc
  • (c) Jan Klin & Associates 2013 Cloggs ,Social Media and Brand Development – B2C  Started Sept 2009  3 in house members of marketing team – plus all staff encouraged to tweet  Daily activity on Facebook and Twitter  Encourage people to ‘share’ – ie post references on their walls  Encourage people to retweet  To date have around 41000 fans, and 9600 followers  Do weekly blogging  Traffic conversions from web visitors - slightly higher than search marketing Helps with search engines
  • (c) Jan Klin & Associates 2013 What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
  • (c) Jan Klin & Associates 2013 My last visit to Facebook
  • (c) Jan Klin & Associates 2013 What determines your position? – Edgerank algorithm
  • (c) Jan Klin & Associates 2013 Edgerank Algorithm  95% of Facebook users use ‘top news’ – Clearly if you want top visibility for your brand you need to understand ‘edgerank’  Egderank based on:-  Affinity, Edge weight, recency (so post often)  ‘Edges’ are every interaction you have on Facebook – Eg – uploading a photo, ‘liking’ something etc
  • (c) Jan Klin & Associates 2013 Carpenteroak- Facebook for promotion
  • (c) Jan Klin & Associates 2013 Advertise directly- based on demographics
  • (c) Jan Klin & Associates 2013 LinkedIn  100 million on line, Business focussed  Set up a profile – And get found  Set up connections with other people  Advertise – on a PPC basis  Jobs – Search for jobs, advertise your cv, advertise your position via your network
  • (c) Jan Klin & Associates 2013 LinkedIn – participate in groups -or set up your own
  • (c) Jan Klin & Associates 2013 Set up your Linkedin profile -make it comprehensive so you get found
  • (c) Jan Klin & Associates 2013 Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers
  • (c) Jan Klin & Associates 2013 Advertise – on a PPC basis  Target By: -  Job Title “Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse“  Job Function “Sales” or “Engineering” or "Marketing"  Industry “Banking” or “Biotechology”  Geography “United States” or “Netherlands” or “Toronto”  Company Size "1-10" or “500- 1000" people  Company Name "GE" or or "FedEx“  Seniority – Age 35-55  Gender "Female" or "Male“  LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"
  • (c) Jan Klin & Associates 2013 Blogging – the ‘glue’ binding Inbound Marketing
  • (c) Jan Klin & Associates 2013 Linking your digital assets
  • (c) Jan Klin & Associates 2013 A passion for Dinosaurs… http://blog.everythingdinosaur.co.uk/  Blogs every day  Auto linked with Social media – FB, YouTube etc  Posts also distributed to article sites and other relevant sites (1700+)  Over 50% of web traffic attributable to blog  Keyphrase list for main phrases and ‘longtail’ used
  • (c) Jan Klin & Associates 2013 www.everythingdinosaur.com
  • (c) Jan Klin & Associates 2013 Another happy face!
  • (c) Jan Klin & Associates 2013 Blogging and SM combined David Karp – founder and CEO
  • (c) Jan Klin & Associates 2013 Twitter and Promotion  Promotion of your products, websites, events…..  140 characters BUT links back to more detailed content  Link your Blog to Twitter to save time
  • (c) Jan Klin & Associates 2013 Twitter for Business Leads  Searches for tweets relating to pitch marking  Responds to situations requiring product supply to generate business opportunities
  • (c) Jan Klin & Associates 2013 Engaging with the influencers
  • (c) Jan Klin & Associates 2013 Carpenteroak –using twitter for promotion
  • (c) Jan Klin & Associates 2013 Twitter for Business Leads  Searches for tweets relating to play equipment  Responds to situations requiring product supply to generate business opportunities
  • (c) Jan Klin & Associates 2013 5 tips to maximise search engine rankings through Twitter www.wilsonweb.com/linking/basu-twitter-linking.htm  1. Link to your Twitter profile – Link to your Twitter profile from your website, blog, and by using social media sharing buttons.  2. Set up different Twitter accounts if you have different business units – Different Twitter accounts are used when your company's employees use their own personal accounts to re-tweet tweets from a company account.  3. Use a friendly URL shortener – Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet back to your website.  4. Use Klout.com to figure out who you are influenced by – Klout is a service which analyses your influencers and who you influence.  5. Update accounts using RSS feeds of your content – You can create an RSS feed of all the digital assets you have including YouTube videos, white papers, blog posts, press releases and more, and then syndicate these to Twitter.
  • (c) Jan Klin & Associates 2013 YouTube and Video  Now the number 2 search engine  Now 1 billion unique visitors per month!  Promote your products via YouTube and other video upload sites  Include videos within your own website  Set up you own channel – you may get invited to become a partner
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 www.Blacksheepwools.com  Set up you own channel – you may get invited to become a partner  Invite people to subscribe so they see your videos automatically as you upload them  Substantial driver of traffic for Blacksheep – 13 videos to date – Over 100,000 views
  • (c) Jan Klin & Associates 2013 Optimise your clips…
  • (c) Jan Klin & Associates 2013 www.socialmention.com
  • (c) Jan Klin & Associates 2013 UKTI mentions
  • (c) Jan Klin & Associates 2013 Pay per Click Advertising (&PPC)
  • (c) Jan Klin & Associates 2013 Google Adwords
  • (c) Jan Klin & Associates 2013 What determines your ads position?  Bid price  Advert effectiveness  Landing page quality
  • (c) Jan Klin & Associates 2013 WHY USE PAY PER CLICK?  Capture many – 100’s, 1000’s of keyphrases – No website changes like optimisation  For short term promotions  For new websites  Drive country specific searchers – Geographic targeting  Keyphrase analysis – More accurate than the tools  For websites difficult to optimise – Flash etc
  • (c) Jan Klin & Associates 2013 Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
  • (c) Jan Klin & Associates 2013 Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier
  • (c) Jan Klin & Associates 2013 www.villaretreats.com/ru  A series of Russian landing pages for luxury villas  PPC on Google and Yandex  SEO for these engines also
  • (c) Jan Klin & Associates 2013 Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions How pay-per-click works
  • (c) Jan Klin & Associates 2013 •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad Do’s and Dont’s
  • (c) Jan Klin & Associates 2013 •The ad links directly to the relevant landing page Do’s and Dont’s
  • (c) Jan Klin & Associates 2013 Consider multiple device types -avoid duplicate content issues - Use responsive web technologies to identify which device is being used to access your site -Display different website sizes to reflect the device being used -Use google analytics to see different device types accessing your site See Jan Klin’s Blogpost on ‘Responsive web design’
  • (c) Jan Klin & Associates 2013 Landing Pages  Its not just the home page which needs to engage your audience  Pages searchers and browsers land on which are ‘call to action’ rich  Designed to get visitors to contact you or buy from you
  • (c) Jan Klin & Associates 2013 An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
  • (c) Jan Klin & Associates 2013
  • (c) Jan Klin & Associates 2013 Relativity changes everything At the end of a semester during an exam a student exclaimed ‘Sir these are the same questions you asked last year!’ to which Einstein replied ‘ Yes, but this year the answers are different’
  • (c) Jan Klin & Associates 2013 For a copy of the slides….  Just email – jan@janklin.com  01928 788100  07946 513521