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Uktin west online-marketing-nov2010

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International SEO and Social Media Mrketing

International SEO and Social Media Mrketing

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    Uktin west online-marketing-nov2010 Uktin west online-marketing-nov2010 Presentation Transcript

        • International On-Line Marketing for Export Success
        • Jan Klin & Associates
        • 01928 788100
        • [email_address]
    • What we’ll cover…
      • SEO – Search Engine Optimisation
        • Local and international
      • Pay per Click Advertising
      • Links, internationlisation and localisation
      • Social Media Marketing
        • Facebook, Twitter, Youtube, Blogging
      • Marketing Internationally and the Web
        • Email Marketing – Module 3
    • Different approaches to e-mail marketing…
      • Use agencies
      • Buy in specialist software
      • Use ‘hosted’ services – eg ConstantContact, Mailchimp
      • Buy in lists – (not recommended!)
      • Build your own list
        • Ask for email addresses when people visit your site
    • E-Mail Marketing – why?
      • Non-invasive – has to be permission based
        • Recipients need to ‘opt in’
        • Give them the opportunity to ‘opt out’ every contact
        • Identify yourself in the email
      • Low to no cost
        • multidrop for effectiveness
      • Link with databases – segmentation, automation, personalisation
      • results known quickly – 90% response within 48 hours
      • Useful for getting return visitors – ‘push/pull’
      • Everything can be tracked
        • Opens, click throughs etc
      • More effective response rates – 8% and upwards
    •  
    • Text email or HTML?
    • Text emails or HTML?
    • Building your Opt-in List
      • Make sure the subscription process isn’t too long/complex – keep it simple
      • Spell out the features/benefits of opting in – eg newsletter, even better RSS!
      • Include registration around the site, not just on one page
      • Keep the contact regular so they remember you
      • Ensure that recipients can unsubscribe at any time
    • Subject lines – first impressions count!
      • Good subject lines should:
      • Give a flavour of the content
        • Be effective and to the point
      • Avoid anything that sounds like spam
        • Get your new Porsche almost for free
        • “ Recipients name” – open me first!
      • Be below 80 characters
        • More than that and it is likely to be cut off
      • Your own list
        • Use the company name so they are more likely to open it
    • Why Consumers Open Emails
    • Legislation and email marketing
      • See Direct Marketing Association website ( http://www.dma.org.uk/ )
      • For details of codes of practice for email marketing:-
        • Codes of practice for mail, e-mail, sms etc
        • http://www.dma.org.uk/information/inf-practice.asp
      • EU law means it is illegal to Spam
      • -everyone needs to ‘opt-in’
      • -sender has to identify himself
      • -give opportunity to ‘opt out’ every time emails sent
    • An example….
      • Jan Klin’s monthly email lessons
    • Jan’s ‘Webinar’ and videomail eg helloworld
      • Marketing Internationally and the Web
        • Search Engine Optimisation (SEO) – Module 4
      • 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
    • Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://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 Don’t forget Bing!
    • SEO in Business to Business
    • SEO in Business to Consumer
    • The French Site
    • SEO success in High Tech Manufacturing SEO in High Tech
    • SEO success in High Tech
    • Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc
    • Google ‘Universal Search’
    • Universal Search
    • Universal Search
      • Google maps, news, images, You Tube, Blogs, MySpace,etc….
      • Certainly Google Base if you have products to sell - http://base.google.com/
    • Google Base – shopping results Google Base – Shopping Results
    •  
    • Google Places
      • 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
    • Look out for….
      • Google Chrome
        • Google’s new browser – how will it change the game?
      • ‘ Google Suggest’ becomes mainstream
        • How will it change searcher behaviour?
        • Fills in the blanks based on
          • Previous search history and most searched for popular phrases (so gravitates against ‘long tail’)
      • Google putting more emphasis on content rich sites and sites with interactivity
        • Video is good (sitemaps for video and image content)
        • User generated content – eg from Blogs – is important
        • Social networking – people’s opinions
      • 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
    • The Spidering Process
    • Are you in the Google index? Site:www.yourdomain.com
      • Use the ‘Site’ command with your domain name at the Google search box
      • For Example:
      • Site:www.businesslinkkent.com
      • 497 web pages in the index
    • Check your spiderability – can the search engines spider your whole site?
      • http://tools.seobook.com/general/spider-test/index.php
      • http://www.se-spider.com /
    • http://www.se-spider.com /
    •  
      • Use a sitemap
      • Use html navigation
      • Add html links to all other important pages
      • Use a google sitemap
        • www. xml - sitemaps .com
      • Check your spiderability at
        • http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl
      MAKE YOUR SITE “ SPIDERABLE ”
    • HTML Sitemap
    • Register with Google Webmaster Central (GWC) Don’t forget Bing Webmaster Tools!
    • Getting the right domain and hosting
      • 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…….
    • International traffic Issues
      • Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc)
      • If you have a .com (or .net, .info etc) they will use your hosting location to determine this
      • Use Google Webmaster central to override this and tell Google where you want traffic from
    • Multi language/ Multi site issues
      • Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr )
      • Option 2: Have a .com domain with separate country specific folders with translated pages AND use GWC to instruct Google that different parts of the site are relevant to different countries (see www.pneumat-europe.com )
        • Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com )
      • 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
    • Strategy and Process
      • The right keywords or keyphrases are the starting point for our strategy
      • Traffic from a variety of uncommon phrases?
        • Eg ‘marketing training courses Manchester’
      • One big win on a major phrase?
        • Eg ‘Training courses’
        • ‘ personal loans’
    • SEARCHER BEHAVIOUR Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy
      • Search activity is growing
      • 25.9M unique searchers in Europe
      • 304M searches per month
      • 453M page views
      Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words 57% of search queries involve 3+ words 2010 Search Queries by Number of Words
    • Keyphrase Selection
      • It’s a two stage process…
      • 1. Developing the Initial List
      • 2. Refining and shortlisting your choices
      • See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html
    • Developing the Initial 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
    • Some web based tools to help
      • Yahoo Search Marketing - Keyword Assistant
        • http://searchmarketing.yahoo.co.uk/en_GB/
      • Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
      • Wordtracker
        • www.wordtracker.com
      • Keyword Discovery
        • Tracks seasonality
      • Digitalpoint
        • www.digitalpoint.com
    • https:// adwords.google.co.uk/select/KeywordToolExternal
    • www.digitalpoint.com
    • Use Online Tools to help Generate Effective Keyphrases eg www.wordtracker.com - Also for foreign language terms
    • KEIs and Wordtracker
    • Keyphrase Analysis
      • Or…run a pay per click campaign!
        • 3 months
      • This way you’ll find out what really works
        • What converts to sales or enquiries
    • What are the main factors to consider when selecting 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
    • What do you do if there’s no direct translation?
      • “ City breaks” has no direct equivalent in:
        • French
        • German
        • Dutch
        • Spanish
        • Italian
    • EndPoint – A prioritised list of your keyphrases
    •  
    •  
    • Sometimes it’s a problem…
    • Keyphrase analysis
      • Exercise – volunteer for keyphrase analysis
      • 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
    • 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, update frequency
    • 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
    • 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
    • www.asgservices.co.uk
    • Capturing content below the scroll
    • www.aadrvarksafaris.com
    •  
    •  
    • Even Busy Ecommerce sites!
    • More copywriting examples….
      • Iobuild
      • Dean International
    • 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
      • 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
    • Internal Links
      • 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
    • Meta Tags – The Title tag
    • Meta Tags – The Title tag
    • Different Pages Optimised for Different Keyphrases
    • 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
    • Meta Tags Keyword and Description tags
    • www.asgservices.co.uk – H1 tag
    • Optimising your Metadata- Important that the tags show a theme between each other and the visible content
      • Title tag
        • No more than 10 words, use hyphens, commas pipes (|) as delimiters
        • Main keyphrase at the beginning of the tag
      • Keyword tag
        • No more than 4 words
        • All lower case
        • Separated by a comma then a space
          • Eg web marketing, ecommerce training, internet consultancy……
          • Only include phrases WHICH ARE ON THE PAGE!
      • Description tag
        • No more than 25 words
        • Should contain keywords – up to 3 repetitions
        • ‘ salesy’ to encourage click throughs
    • 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
      • 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
    • Use www.linkpopularity.com to check your links Inbound Links
    • Where do links come from?
      • 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
      • Free lessons at www.janklin.com
      • 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
    • Google Analytics – free and comprehensive
    • Website Localisation and SEO
    • Websites and Localisation – Why bother with translation? www.cilt.org.uk
    • An example www.noisekiller.co.uk
      • European focus with Italian distributor
      • Part of website translated into Italian
      • Used Italian web designer to produce Italian pages
    • Mistranslation Examples
      • “ Please dial 7 to retrieve your auto from the garbage”
      Mistranslation: Hotel Rome
    • Mistranslation Examples
      • “ Why go somewhere else to be cheated when you can come here”
      Mistranslation: Indian shop window
    • Mistranslation Examples
      • “ Please hang yourself here”
      Mistranslation: Hotel cloakroom, Berlin
    • Mistranslation Examples
      • “ Nothing sucks like an Electrolux”
      Mistranslation: Ad targeting the US
    • Mistranslation Examples
      • “ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays”
      Mistranslation: Moscow hotel lobby
    • www.manacad.com – foreign language ‘landing pages’ add metatags
    • Country specific top level domains
    • Different languages on the same domain www.pneumat-europe.com
    •  
    • Register with Google Webmaster Central (GWC)
    • Getting the right domain and hosting
      • 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…….
    • International traffic Issues
      • Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc)
      • If you have a .com (or .net, .info etc) they will use your hosting location to determine this
      • Use Google Webmaster central to override this and tell Google where you want traffic from
    • How many use ‘pages from’? Approx 15% in the UK – dependent on sector
      • Marketing Internationally and the Web
        • Link Building Strategies and Social Media Marketing – Module 5
      • Marketing Internationally and the Web
        • Link Building Strategies and Social Media Marketing
    • 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
      • 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
    • Where do these links come from?
      • Many places… but we need to develop them in a structured way
      • Directories
        • General
        • Industry specific
        • Some free some paid for
        • International
      • Strategic Partnership links
      • Reciprocal links
      • In newsgroups and other forums
      • Social Media sites
      • Blogs
      • Banners
      • Affiliates
    • External links – anchor text
    • Europages – An Effective European Business Directory
    • Isedb.com
    • Use www.linkpopularity.com to check links
    • Yahoo Site Explorer
    • www.alibaba.com – worlds largest B2B Directory
    • Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
    • www.cloggs.co.uk
      • Always in the top 3 in google for top 20 keyphrases
      • Optimised metadata and visible data
      • Built backlinks
        • Focused on the ‘structure’ of the link
    • Anchor Text Example
        • <a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners </a>
    • Where do these links come from? Blogs
    • Where do these links come from? PR (‘Public Relations ’) Sites
      • PR Directories
      • Examples
        • PRWeb
        • PR World
        • Google News
    • Use ‘AddThis’ to allow people to bookmark your pages
    • www.janklin.com – free lessons
      • http://www.janklin.com/blog/lesson-7-link-building-1
      • http://www.janklin.com/blog/lesson-10-link-building-2
    • New site or not?
      • New domains take a while to get ranked by Google (let’s say 6 months)
      • If possible add new pages to existing sites to get quicker rankings
      • If necessary use existing domain to capture phrases and redirect to new site
        • Eg Heskins.com to Heskins.fr and Heskins.it
        • Use .com to capture italian and french searches and redirect to relevant site
        • Use GWC to tell Google that part of .com site dedicated to french and italian traffic
    • Essentials for new sites….
      • Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page
      • The CMS should generate SE friendly urls
        • Eg www.yoursite.co.uk/blue_widgets
        • NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?tabId=3&BV_SessionID=EngineID=cccd
      • You need the functionality to override this metadata to streamline the SEO moving forwards
      • The architecture has to be search engine optimised – eg most important pages close to homepage
      • Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering
      • http://www.janklin.com/blog/seo-and-new-websites
    • Redesigning an existing website - Preserving Page Rank
      • The inner ‘Page Rank’ equity has to be preserved
      • 5 th item down is www.bodycote.com/?OB=1 – 20
        • This page has a Page Rank value of 5
      • What will happen to this equity when a new page is set up?
      • Search Engine friendly redirection of each page is essential
    • Search Engine friendly Redirection -301’s
      • 301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity
      • Use to transfer page rank from old page to a new one
      • Jan’s blog – how to do 301’s
        • http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html
    • Marketing Internationally and the Web - Social Media Marketing
    • Alexa.com – top sites worldwide
    • See the top visited sites around the world – 120 countries – top 100 sites
    • Social Media Marketing
    • Put your blog at the epicentre of your social media and web marketing A typical blog….
    • 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
      • Your bridge to Social Media Marketing
    • Linking your digital assets
      • Your Blog
      • -articles
      • Press releases
      • Lessons
      • -reviews
      • -guides
      • ……
      PR sites (eg PRweb.com) Social Bookmarking sites (eg delicious.com ) Social Networking sites (eg Facebook) Syndicate content to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites
    • Facebook and Marketing
      • Over 500 million active users
      • Adding users at the rate of 250,000 per day
      • Top Social Search Engine
      • Largest Social media site
    • Your Facebook entry in Search Results
      • Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside! It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them? To watch bloops, visit comparethemeerkat.com /my-movies To compare cheap car insurance visit comparethemarket.com Simples! All my best, Aleksandr P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter , who send me nice messages. If you are meerkat afficionado I would love hear from you.
    • What can I do on Facebook?
      • Set up a business page
        • Build a fan base, get found by search
      • Advertise directly
      • Set up a personal page
      • Engage in discussion groups and networks
    •  
    • www.winetravelguides.com
    • Develop your visibility
      • Create an engaging page
        • Events, videos, discussions, photos, blog articles
      • Get found by search
        • based on content and number of ‘fans’
      • Build your fan base
        • Email your contact database
        • Link in your email signature
        • Link to your website or blog
    • Advertise directly
    • Advertise Directly
      • Target by gender,age, location, keywords, likes …(fastest growing segment: female age 45-55)
      • Use ‘pay per click’ or ‘pay per view’
        • Low click through rates so PPC best
      • Use Google Adwords content targeting
    • Set up a personal profile
    • Find friends and associates
    • Instant Success with Facebook Ampfab has only been formed for 4 months......  Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
    • Increase your visibility
      • Start your own discussion group or community
      • Participate in other discussion groups or networks - (55,000 active networks)
      • Become a ‘fan’
    • Winetravelguides.com – website, blog, facebook, twitter…
    • www.winetravelguides.com
      • Active on LinkedIn
      • Early adopter of Twitter
      • Blogs extensively
      • Facebook, Myspace exposure
      • Facebook
        • 1256 fans
        • Advertises daily (£5/day)
        • Posts weekly
        • 75% of leads/sales via Facebook
        • One ‘big win’
    • Twitter - Microblogging
      • Twitter and promotion
      • Twitter and real time search
    • 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
    • What not to do….
    • Twitter and realtime search
    • Target something topical as a search tactic
    • Twitter for Business Leads
      • Searches for tweets relating to play equipment
      • Responds to situations requiring product supply to generate business opportunities
    • Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161
      • Twitter’s first real attempt at monetisation
      • Pay to have your selected tweats appear at the top of the search list
      • People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results
      • Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards
    • TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
    • Twellow.com
      • Twitter
      • Directory
      • See what people are tweeting about in your sector
    • YouTube and Video
      • Now the number 2 search engine
      • Promote your products via YouTube and other video upload sites
      • Include videos within your own website
    • Top Video sites You could use Tubemogul to submit to all major video hosting platforms
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    • Optimise your clips…
    • Blend tech – humorous and viral blendtech
    • Video SEO guidelines -Posted
      • Ensure video is tagged with relevant keywords
      • Ensure it is in the most appropriate category
      • Overdub the video with your domain name
      • Ensure you include a clickable domain name back to your site
      • Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)
      • Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings
    • Video SEO guidelines -Hosted
      • Dedicate a page to each video
      • Ensure there is lots of textual content around the video describing it and including important keyphrase repetitions ( as standard SEO). You could ideally use a keyphrase rich transcript of the video
      • Ensure the video url contains the target keyphrase
      • Ensure the video filename contains the target keyphrase
      • Where possible add metadata (via your video editing software) - title, description etc as standard SEO
    • Video SEO guidelines -Hosted
      • Ensure the web page the video is on is also optimised - title, description etc as standard SEO ( ensure the words 'video', 'clip' etc are included in the keyphrase targets)
      • -In addition, ideally…..
      • -include a few anchor text rich links from your own webpages and external sites
      • -include a RSS facility
      • - use a sitemap - see Official Google Webmaster Central Blog : Introducing Video Sitemaps
    • Google Universal Search
    • Digital Assets Optimisation (DAO)
      • Optimise you website But also ensure all other digital assets get visibility..
        • Images (17% of all searches are for images)
        • Blogs
        • Videos
        • News and Press Releases
        • Social Media assets
      • AND – submit to appropriate sources…
        • Google News, Google Base, Google Local for maximum search engine visibility
      • NB – opinions and content on social media sites will become important signals for search engines
    • Instant Google – just add words
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    • Social Media – what’s relevant to you?
      • Exercise – Organise in order of importance..
        • Your Blog
          • What could you blog about?
        • Facebook
        • Twitter
        • YouTube
        • Other ?
      • Marketing Internationally and the Web
        • Pay per Click Advertising –Module 6
      • Marketing Internationally and the Web
        • Pay per Click Advertising
    • Search Marketing in Worldwide Shipping
      • Use a combination of Pay per Click and Search engine optimisation to transform their business
      • In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations.
        • Andy McTaggart – Managing Director, ALS Worldmovers
        • Search Marketing – Maximising your position in the hitlist
        • Click throughs dissipate as we move down the list
      • 33% of internet users perceive a company in the top search engine rankings to be a major brand
      • Source: iProspect search engine branding survey
    • Pay Per Click and the digital media mix % share of revenues for 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
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    • Ever seen this?
    • Google Adwords
    • Yahoo PPC
    • Microsoft PPC
    • New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding in reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 Cost = bid price multiplied by number of click throughs
    • What determines your ads position?
      • Bid price
      • Advert effectiveness
      • Landing page quality
    • 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
    • Tap into overseas markets
    • Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
    • Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
    • www.royaldubai.co.uk – PPC then SEO
    • Measure your performance
    • www.spyfu.com
    • How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
    • https:// adwords.google.co.uk/select/KeywordToolExternal
    • Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page
      • Benefits
      • Increased Traffic
      • Traffic Quality
        • Premium Partner Network
        • Quality mapping
        • Good Conversion Rates
      • Separate Bidding
      • Branding
    • Using the Content Network
      • Use Google content network
      • Focus on what you can do at the hotel
        • Scrabble, walks etc
      • Ad appeared on Facebook and caused huge traffic spike
    • Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
      • 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
      • The ad links directly to the relevant landing page
      Do’s and Dont’s
      • The ad links directly to the relevant landing page
      • 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
    • Best click-through rates for Figleaves
      • Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’).
      • Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year.
      “ Overture provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves
      • Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site.
      • Potential customers are now targeted at the moment they are actively searching for lingerie online.
    • For a copy of the slides….
      • Just email – [email_address]
      • 01928 788100
      • 07946 513521
    • For online success…. 5 Golden Rules…
      • 1. Use pay per click intelligently – for a reasonable return on investment (ROI)
      • 2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
      • Three times the clicks on left hand side compared
      • to right hand side
    • For online success…. 5 Golden Rules…
      • 1. Use pay per click intelligently – for a reasonable return on investment (ROI)
      • 2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
      • 3. Ensure the ‘landing pages’ have effective ‘calls to action’
    • Effective landing page
    • A sales focused website
    • For online success…. 5 Golden Rules…
      • 1. Use pay per click intelligently – for a reasonable return on investment (ROI)
      • 2. Implement SEO ( and include Google Base where relevant) for a quantum leap in ROI
      • 3. Ensure the ‘landing pages’ have effective ‘calls to action’
      • 4.Use permissions based email – for another ROI jump
    • Building your Opt-in List
      • Make sure the subscription process isn’t too long/complex – keep it simple
      • Spell out the features/benefits of opting in – eg newsletter, even better RSS!
      • Include registration around the site, not just on one page
      • Keep the contact regular so they remember you
      • Ensure that recipients can unsubscribe at any time
    • For online success…. 5 Golden Rules…
      • 1. Use pay per click intelligently – for a reasonable return on investment (ROI)
      • 2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
      • 3. Ensure the ‘landing pages’ have effective ‘calls to action’
      • 4. Use permissions based email – for another ROI jump
      • 5. Review Social media options – Facebook, YouTube, Twitter…