I conslt march2013

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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
  • The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
  • 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)

Transcript

  • 1. Today’s Answers to Yesterday’ s Marketing Questions–Inbound Marketing - From Social Media Marketing to SEOJan KlinManaging PartnerJan Klin & Associates01928 788100 (c) Jan Klin & Associates 2012
  • 2. (c) Jan Klin & Associates 2012
  • 3. Sales Funnel and Inbound Marketing  Accepts that we want to communicate with people at each stage of the process No interest  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… (c) Jan Klin & Associates 2012
  • 4. (c) Jan Klin & Associates 2012
  • 5. SEO -Still the main method.. (c) Jan Klin & Associates 2012
  • 6. (c) Jan Klin & Associates 2012
  • 7.  SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey (c) Jan Klin & Associates 2012
  • 8. SEO in Business to Consumer (c) Jan Klin & Associates 2012
  • 9. SEO in High Tech B2BSEO success in High TechManufacturing (c) Jan Klin & Associates 2012
  • 10. SEO success in High Tech (c) Jan Klin & Associates 2012
  • 11. 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 2012
  • 12. Google Local - After (c) Jan Klin & Associates 2012
  • 13. Google Base – shopping results - Before (c) Jan Klin & Associates 2012
  • 14. Google Shopping- After (c) Jan Klin & Associates 2012
  • 15. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 16. The Spidering Process (c) Jan Klin & Associates 2012
  • 17. Register withGoogle Webmaster Central (GWC) (c) Jan Klin & Associates 2012
  • 18. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 19. 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 andvisible 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 2012
  • 20. https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2012
  • 21. What are the main factors to consider whenselecting and prioritising keyphrases?  Search Volume – the number of monthly searches – The bigger the better?  Business Relevance – how important is this term to my business  Keyphrase relevance – what is the searcher looking for when using this phrase – Single word phrases are not good as its difficult to know the searchers intent – Phrases can have different meanings ‘eg ‘cold treatment’ – Mix ‘long tail’ and ‘head phrases’  Competition – how much competition is there for this phrase (c) Jan Klin & Associates 2012
  • 22. Keep this keyphrase list for use with other inbound marketing (c) Jan Klin & Associates 2012
  • 23. Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important) – Number of visits, length of stay, social media activity… (c) Jan Klin & Associates 2012
  • 24. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 25. 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 2012
  • 26. 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 2012
  • 27. 2nd only to Wikipedia! (c) Jan Klin & Associates 2012
  • 28. 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 2012
  • 29. www.asgservices.co.uk (c) Jan Klin & Associates 2012
  • 30. Capturing content below the scroll (c) Jan Klin & Associates 2012
  • 31. www.aardvarksafaris.com (c) Jan Klin & Associates 2012
  • 32. (c) Jan Klin & Associates 2012
  • 33. (c) Jan Klin & Associates 2012
  • 34. (c) Jan Klin & Associates 2012
  • 35. (c) Jan Klin & Associates 2012
  • 36. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.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 pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 37. Meta Tags – The Title tag (c) Jan Klin & Associates 2012
  • 38. Meta Tags – The Title tag (c) Jan Klin & Associates 2012
  • 39. Different Pages Optimised for DifferentKeyphrases (c) Jan Klin & Associates 2012
  • 40. IMPORTANCE OF TITLES 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 listingSource: Marketing Sherpa Study, August 2005 (c) Jan Klin & Associates 2012
  • 41. Meta TagsKeyword and Description tags (c) Jan Klin & Associates 2012
  • 42. Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important) – Number of visits, length of stay, social media activity (c) Jan Klin & Associates 2012
  • 43. Backlinks - Use www.linkdiagnosis.com to checkyour links (c) Jan Klin & Associates 2012
  • 44. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.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 pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 45. Google Analytics – free andcomprehensive (c) Jan Klin & Associates 2012
  • 46. Language and country traffic (c) Jan Klin & Associates 2012
  • 47. Link Building Strategies  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.linkpopularity.com (c) Jan Klin & Associates 2012
  • 48. Where do links come from? www.touchgraph.com for link targets Directories – General – Industry specific – Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Portals – Geographic – ecommerce In Blogs Banners Affiliates Social Media sites (c) Jan Klin & Associates 2012
  • 49. 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 2012
  • 50. Consistent link building over 2 yrs quadruples traffic (c) Jan Klin & Associates 2012
  • 51. Europages – An Effective EuropeanBusiness Directory (c) Jan Klin & Associates 2012
  • 52. Natural links are a by-product of goodcontent marketing…  Attracting links via your blog  Distributing press releases  Article distribution  News stories  Social media bookmarking sites  Etc, etc (c) Jan Klin & Associates 2012
  • 53. 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 2012
  • 54. Content outreach-Present your content to relevant blogs (c) Jan Klin & Associates 2012
  • 55. You need a content strategy! You need a Content Strategy! (c) Jan Klin & Associates 2012
  • 56. Ensure Press Releases get Anchor text basedlinks back to website (c) Jan Klin & Associates 2012
  • 57. 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 2012
  • 58. Where do these links come from?PR (‘Public Relations’) Sites  PR Directories  Examples – PRWeb – PR World – Marketwire – Business Wire – PR Newswire (c) Jan Klin & Associates 2012
  • 59. Anchor Textimportant – but vary the text<a (c) Jan Klin & Associates 2012 href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
  • 60. Use ‘AddThis’ to allow people to bookmarkyour pages (c) Jan Klin & Associates 2012
  • 61. 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 2012
  • 62. Geo-targeting is easier  UK company  Targeting the UK  In UK English  Weak on inbound links  .com domain  But - Google thinks it’s NORWEGIAN – Because that’s where it’s hosted……. (c) Jan Klin & Associates 2012
  • 63. Geo-targeting is easier-Webmaster Central (c) Jan Klin & Associates 2012
  • 64. Geo-targetingmultiple countries through the same sitehttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399 (c) Jan Klin & Associates 2012
  • 65. Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.comhttp://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries (c) Jan Klin & Associates 2012
  • 66. http://gs.statcounter.com (c) Jan Klin & Associates 2012
  • 67. Use www.searchenginecolossus.comto submit to country specific search engines (c) Jan Klin & Associates 2012
  • 68. Submitting to Yandex  http://webmaster.yandex.ru/addurl.xml (c) Jan Klin & Associates 2012
  • 69. www.mantracourt.co.uk  Supplier of advanced instrumentation – Strain gauges, wireless telemetry, signal converters – For marine, automotive, engineering sectors  Main Objective – Increase the volume of worldwide enquiries – in English and foreign languages (c) Jan Klin & Associates 2012
  • 70. The solution..  .co.uk site offers limited worldwide visibility – Local has high relevance to search engines  Transfer site to .com  Set geotargeting to worldwide – otherwise hosting skewed  Produce foreign language web pages (c) Jan Klin & Associates 2012
  • 71. Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages (c) Jan Klin & Associates 2012
  • 72. Auto translation is not perfect! (c) Jan Klin & Associates 2012
  • 73. Consider multiple device types-avoid duplicate content issues- Use responsive web technologies to identifywhich device is being used to access your site-Display different website sizes to reflect thedevice being used-Use google analytics to see differentdevice types accessing your siteSee Jan Klin’s Blogpost on ‘Responsive web design’ (c) Jan Klin & Associates 2012
  • 74. Social Media Marketing (c) Jan Klin & Associates 2012
  • 75. 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 2012
  • 76. 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 2012
  • 77. Sales Funnel and Inbound Marketing  Accepts that we want to communicate with people at each stage of the process No interest  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… (c) Jan Klin & Associates 2012
  • 78. Google Plus – Serious Facebookcompetition?  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 2012
  • 79. Use ‘circles’ to segment youraudience  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 2012
  • 80. Cloggs ,Social Media and Brand Development Helps with search engines 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 17000 fans, and 9000 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing (c) Jan Klin & Associates 2012
  • 81. What determines what I see in my‘top news’ feed? – Edgerank Algorithm (c) Jan Klin & Associates 2012
  • 82. My last visit to Facebook (c) Jan Klin & Associates 2012
  • 83. What determines yourposition? – Edgerank algorithm (c) Jan Klin & Associates 2012
  • 84. 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 2012
  • 85. Advertise directly-based on demographics (c) Jan Klin & Associates 2012
  • 86. 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 2012
  • 87. Linkedin Answers (c) Jan Klin & Associates 2012
  • 88. LinkedIn – participate in groups-or set up your own (c) Jan Klin & Associates 2012
  • 89. Set up your Linkedin profile-make it comprehensive so you get found (c) Jan Klin & Associates 2012
  • 90. Set up a business page-Showcase your products-Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2012
  • 91. 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 2012
  • 92. Blogging – the ‘glue’ bindingInbound Marketing (c) Jan Klin & Associates 2012
  • 93. A typical blog….Put your blog at the epicentre of yoursocial media and web marketing (c) Jan Klin & Associates 2012
  • 94. Benefits of a Good Blog  Good way to keep in touch with your audience – Rss, email, bookmarking  Integrated Blog (eg Wordpress) helps with SEO – Long tail, links  Search engine compliant – Metatagging automatic – Textual content – Adds authority via links and shareability  Your bridge to Social Media Marketing (c) Jan Klin & Associates 2012
  • 95. Linking yourdigital assets (c) Jan Klin & Associates 2012
  • 96. Social Networking sites Submit to (eg Facebook) article sites Syndicate content to other blogs PR sites (eg PRweb.com) Your Blog -articles -Press releases -Lessons RSS to others -reviewsMicroblogging sites -guides(eg Twitter) …… Social Bookmarking sites (eg delicious.com ) Video sites Email to contact (eg YouTube) database (c) Jan Klin & Associates 2012
  • 97. 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 2012
  • 98. www.everythingdinosaur.com (c) Jan Klin & Associates 2012
  • 99. Twitter - Microblogging  Twitter and promotion  Twitter and real time search (c) Jan Klin & Associates 2012
  • 100. 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 2012
  • 101. Use Twitter to promote latestmusic and games (c) Jan Klin & Associates 2012
  • 102. 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 2012
  • 103. 5 tips to maximise search engine rankingsthrough Twitterwww.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 companys 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 2012
  • 104. 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 2012
  • 105. (c) Jan Klin & Associates 2012
  • 106. 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 2012
  • 107. Optimise your clips… (c) Jan Klin & Associates 2012
  • 108. www.socialmention.com (c) Jan Klin & Associates 2012
  • 109. UKTI mentions (c) Jan Klin & Associates 2012
  • 110. Relativity changes everything At the end of a semester during an exam a ‘Sir these are student exclaimed the same questions you asked last year!’ ‘ Yes, but this to which Einstein replied year the answers are different’ (c) Jan Klin & Associates 2012
  • 111. For a copy of the slides…. Just email – jan@janklin.com 01928 788100 07946 513521 (c) Jan Klin & Associates 2012