Serious about SEO - 06 October 2011

Serious About SEO Search engine optimisation

What’s today all about
We’ve all recognised that our website is key to revenue and growth
We’ve all come to learn how to monetize our best salesman / saleswomen
We like good food and networking

Who’s here from LWS
Claire Love – Managing Director
Myself – Paul Froome – Marketing Director
Sarah Engerran –Training and Customer Service Manager
Chris Pedler – SEO Business Development Manager
Helen Trendell – SEO Manager

Running order
Introduction – Paul Froome (Now)
Serious about SEO – Helen Trendell (30mins)
Questions and Answers
Time to Eat
Closing Message - Claire Love
1-2-1 Q&A’s

Serious About SEO Search engine optimisation

What is SEO? Adapting your online content so you’re found in organic search engine results

What is SEO? Paid search (pay per click) is instant but can cost up to £10 per click

Search Engine Market Share dominated by…

400 million search queries performed every single day

9/10 businesses find search engine optimisation (SEO) to be effective at increasing sales Source: E-Consultancy November 2010

Why is SEO so effective?

Customers want to buy … NOW

But it’s not easy

7,000,000 new websites launch every single month

Search engines are in constant flux

Paid search represents £18.9 billion (up 16.5% since 2009)

Websites looking to save costs are shifting budgets to SEO

Competition can be fierce

40% are increasing SEO spending in 2011 Source: Econsultancy November 2010

What can SEO really achieve?

Case study: Local business 25 enquiries per month from natural search £1,500 per month investment 150% ROI over 12 months

Case study: B2B service Ranked on 1 st page of Google for 30+ keywords Doubled leads to 100 per month in 6 months £3,000 per month investment with 200% ROI

Case study: Retail brand Doubled e-commerce sales to £1,200,000 400% ROI in 12 Months From £150,000 Investment

Case study: Luxury service 5,000 leads from SEO & PPC campaigns £3,500,000 in annual sales revenue £350,000 investment 1000% ROI

So, how does SEO work?

4 Steps to SEO Success

1. Keyword Research The words people are actively searching for which are relevant to your website

Research tools help find keyword search volumes

Analytics & webmaster tools identify converting keywords

Keywords should reflect: brand names/mis-spellings products/services target audience unique benefits locations

2. Website Optimisation Content and technical issues can prevent your website being listed in search results

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or using white keyword text on white backgrounds

BEWARE! Spam gets banned

Title tag, navigation, image, H1, text, URL & server changes are essential

+ Changes can cause increases Technical SEO issues: web hosting server location, PHP/ASP/JavaScript coding, URLs, domain names, CMS, onsite search, dynamic content, onsite links, iFrames, navigation, htaccess, robots.txt, redirects, images, videos, audio, flash, pdfs, duplicate content, dated content, archived content, moved content, deleted content, usability, accessibility - Changes can cause drops

Case study: Famous Job Site 3 million live web pages Pages indexed by Google = 13 Technical SEO issues are common

3. Link building Outreaching to others to promote your website and improve your rankings

Your website needs LINKS!

More Links… Higher Rankings… Greater Traffic… 2.42% TOTAL 3 rd Page 4.37% TOTAL 2 nd Page 89.71% TOTAL 1 st Page 6.05% 4 th 8.47% 3 rd 11.94% 2 nd 42.25% 1 st % of Click Throughs Natural Ranking

Use link research tools to find how many links your site has compared to your competitors’

Case Study: Link Power 413,730 websites link to Adobe Reader Most websites use link text “click here” Adobe ranked 1st for keyword “click here” Without the keyword being on their site!

articles, directories, linkbait, blogs, social media, authority The perfect link mix 1 part value 1 part volume 1 part variety Dashes of relevance

Strategy Blog E-Commerce Widgets Audience B2B Local

4. Reporting Measuring SEO to inform decision-making

SEO Results Traffic Conversions Conversion ratios Channel comparisons Cost per acquisition Number of visits to conversion Average order value Sales value Lead volume Blog/Email subscribers Rankings Brand awareness Website reputation Website optimisation Market share Reduce PPC spend ROI Metrics

SEO Reporting Monitor Rankings, Traffic & Conversions

SEO Project Reporting Monitor Task Status & Plan Actions

1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 A C C C C C C C C C C BC SEO Results SEO Lifecycle
A: SEO Audit:
Keyword Research
Website Audit
SEO Strategy
B: Onsite Implementation
SEO developments complete
Content optimisation complete
C: SEO Management:
Link building
SEO consultancy
SEO Reporting
Months

ROI SEO is a long-term investment Growth rate is dependent on budget/competition/technical constraints Value increases significantly after 6-12 months

Challenges Investments are £500 - £20,000/month Unmade changes cause slow results Campaigns are 6 – 12+ months

Complete the SEO questionnaire* to see if SEO can deliver the ROI you need
Choose whether you want results in 6 or 12 months
* Will be sent to your email today
Next steps…

Serious about SEO - 06 October 2011

by lwscreative on Oct 06, 2011

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Serious about SEO - 06 October 2011 — Presentation Transcript