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How visible are you online by Terence O'Toole of Aró

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How visible are you online aby Terrance O'Toole of Aró. …

How visible are you online aby Terrance O'Toole of Aró.

Sponsers and Guest Speakers of OMiGs, January 2013 event.

Note: Very useful presentation for SEO and PPC

Published in: Business

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  • 1. How Visible is Your Business Online?Assessing your businesss visibility in Google and how to increase it profitably in the short and long term. Terence O’Toole | Head of Digital Marketing Aró Internet Business Development | www.aro.ie
  • 2. • Topics – What do we mean by ‘Online Visibility’? – How to assess your websites current visibility in Google – How to influence your visibility in Google – Assessing your present online revenue – How to boost your online profitability • In the Short Term • In the Long Term – Useful Resourceswww.aro.ie How Visible Are You Online? 2
  • 3. Online VisibilityAssessing and influencing your online visibility
  • 4. Online Visibility• Online visibility is a term used to describe how easily consumers can find your company in relevant online channels. The goal of an online visibility strategy is to ensure that a brand is represented across all popular online channels.• Online channels include: search engines, local websites, social media sites and directories. Source: http://advicemedia.com/what-is-online-visibility/www.aro.ie How Visible Are You Online? 4
  • 5. Search Engine Results Page (SERPS)www.aro.ie How Visible Are You Online? 5
  • 6. Online Visibility• Why you should pay attention to your online visibility? – Search Engine Marketing can offer some of the best return on investment in your marketing spend and results are highly measureable – Qualified customers: people searching for your business’s product or service are already on the purchase pathwww.aro.ie How Visible Are You Online? 6
  • 7. Online Visibility• How to assess your website’s visibility 1. Research all search phrases for your business or industry 2. Build your ‘Master list’ of key phrases 3. Refine your list down to relevant phrases for your business 4. Benchmark your websites organic visibility (at least quarterly)www.aro.ie How Visible Are You Online? 7
  • 8. Online Visibility• How do I research the relevant phrases for my business / industry? – Important sources of key phrases • Brainstorming • Your existing website • Your competitors • The Google Keyword Tool • Bing Keyword Suggestions Tool • Google’s ‘Search Suggest’ • Google Analytics – Organic Traffic • Well performing key phrases (conversions) • Internal site search statswww.aro.ie How Visible Are You Online? 8
  • 9. Online Visibility• How do I research the relevant phrases for my business / industry? – Important sources of key phrases • Other website reports – e.g. CMS reports • Specific pages • Google Trends • Brand searches • Offline Marketing Material – Brochures from each element of your business • Other keyword tools e.g.: WordTracker & UberSuggest • Customers of your business – a worthwhile exercise might be to ask a customer how they searched for youwww.aro.ie How Visible Are You Online? 9
  • 10. Good Keyword Tools• Google Keyword Tool (free) – https://adwords.google.com/o/KeywordTool• WordTracker (fee based) – http://www.wordtracker.com/• UberSuggest – http://ubersuggest.org/www.aro.ie How Visible Are You Online? 10
  • 11. Google Keyword Tool• What is it? – It is a tool provided by Google to provide the online advertiser the following decision data: • Popular search terms • Approximate search volume • The competitiveness of that search terms – the more competitive the more expensivewww.aro.ie How Visible Are You Online? 11
  • 12. Google Keyword Tool• Benefits – It gives you a breakdown of relevant phrases that will potentially bring your website visitors – whether you pay for them (PPC) or optimise your site for them – Find new key phrases – Target a specific webpage to extract keyword ideas – Easy to export – Links into the Google Adwords Traffic Estimatorwww.aro.ie How Visible Are You Online? 12
  • 13. Stages of Key Phrase Research & Selection1. Research all potential phrases for your business using the many sources of key phrases2. Group key phrases into their respective groups e.g. spa, wedding, restaurant etc.3. Sub-divide your key phrases groupings further e.g. day spa, spa treatments london, spa packages london city centrewww.aro.ie How Visible Are You Online? 13
  • 14. Stages of Key Phrase Research & Selection4. Search Volume – Research how popular all your key phrases are i.e. how many times per month are they being searched in Google using Google Keyword Tool5. Sort High to Low – arrange the phrases in order based on the highest volume search coming first6. Decide on the most appropriate phrases for each section of your site based on: • Volume of searches of that particular phrase • Taking a realistic view of what you can be found for given the competition for your particular market/location • The number of pages on your websitewww.aro.ie How Visible Are You Online? 14
  • 15. Get the search volume for your important key phraseswww.aro.ie How Visible Are You Online? 15
  • 16. Stages of Key Phrase Research & Selection7. Benchmark your online visibility before you optimise your website8. Optimise your website based on your key phrase researchwww.aro.ie How Visible Are You Online? 16
  • 17. Key Phrase Groups• It’s essential to categorize your phrases into distinct key phrase groups• You can and should further divide the phrases into subgroups• See example of a country house hotel key phrase groupingswww.aro.ie How Visible Are You Online? 17
  • 18. Examples of Key Phrase Groups• County house hotel + Location – Sample phrase: ‘country house hotel cork city’• Country house hotel + near + location – ‘Country house hotel near cork city’• 5 star wedding hotel + location – ‘5 star wedding hotel cork city’• 5 star wedding venues + location – ‘5 star wedding venues cork city’www.aro.ie How Visible Are You Online? 18
  • 19. Sample Groupings of Key Phrases Country House Hotel Spa Wedding Generic Generic Generic country house hotels spa wedding hotel country house hotel spas wedding hotels spa hotel spa hotels Wedding + Location Country house + Location spa resort wedding hotel dublin Country house dublin spa resorts wedding hotels dublin Country houses dublin dublin wedding hotel country house hotels dublin Near dublin wedding hotels country house hotel dublin wedding hotel in dublin Country house tallaght wedding hotels in dublin Country houses tallaght country house hotels tallaght wedding hotel tallaght country house hotel tallaght wedding hotels tallaght Country house maynooth Health Spa tallaght wedding hotel Country houses maynooth luxury health spa tallaght wedding hotels country house hotels maynooth luxury health spas wedding hotel in tallaght country house hotel maynooth luxury health spa dublin wedding hotels in tallaght Country house wicklow luxury health spas dublin Country houses wicklow luxury health spa near dublin wedding hotel wicklow country house hotels wicklow luxury health spas near dublin wedding hotels wicklow country house hotel wicklow wicklow wedding hotel Luxury + Location wicklow wedding hotels luxury spa hotel wedding hotel in wicklow luxury spa hotels wedding hotels in wicklow luxury spa luxury spas luxury spa hotel dublin luxury spa hotels dublin luxury spa dublin Near luxury spas dublin wedding venue dublin Country house near dublin luxury spa hotel wicklow wedding venues dublin best country house hotel near dublin luxury spa hotels wicklow wedding venue near dublin country house hotels spa near dublin luxury spa wicklow wedding venues near dublin luxury country house hotel near dublin luxury spas wicklow wedding hotel near dublin luxury country house hotels near dublin luxury spa hotel tallaght wedding hotels near dublinwww.aro.ie How Visible Are You Online? 19
  • 20. Sample Ranking Report Google Global Google Local Search Phrases for www.google.com.au www.google.com.au www.google.com.au Monthly Monthly Change +/- www.greathotelsydney.com 01/11/2012 01/12/2012 01/01/2013 Search Volume Search Volumeluxury hotels in sydney 5400 390 3 4 2 +2luxury hotel sydney 5400 390 2 1 3 -2luxury penthouses in sydney 46 <10 11 12 8 +4luxury sydney hotel 5400 390 5 4 3 +1exclusive sydney hotels 28 - 4 4 2 +2hotel suites sydney 2900 170 20 15 10 +5sydney hotel suites 2900 170 19 14 11 +3penthouse suites sydney 1000 28 2 2 1 +1penthouse suites in sydney 1000 28 3 4 1 +3best hotels in sydney 6600 480 8 9 8 -1top hotels in sydney 4400 320 NIT30 NIT30 NIT30 -5 star hotels sydney 8100 590 25 22 23 -15 star hotels sydney cbd 590 240 11 12 12 -www.aro.ie How Visible Are You Online? 20
  • 21. Influencing Your Visibility• There are 3 ways to directly influence your visibility in Google 1. Search Engine Optimisation (SEO) 2. Pay-Per-Click Advertising (Google Adwords) 3. Vertical sites specialising in your businesses products or services • Examples: • Wedding related services directorywww.aro.ie How Visible Are You Online? 21
  • 22. Influencing Your Online Visibility• Search Engine Optimisation (SEO) “SEO is a proactive, structured approach used to improve the position of a company in the natural or organic results listings of search engines for the key phrases you target. It’s aim is to increase awareness and drive visits to a site from new prospects and existing customers.” Dr. Dave Chaffey, CEO SmartInsights.comwww.aro.ie How Visible Are You Online? 22
  • 23. Influencing Your Visibility• There are 100’s of factors that influences a website’s online organic visibility• Ten important factors to consider in SEO 1. Optimisation - every page on your website 2. Unique & relevant website copy - frequently updated – Example: 5ive Star London 3. Inbound and internal links – Quality links – Example: Dorchester Collection 4. Social Media Metrics - increasingly importantwww.aro.ie How Visible Are You Online? 23
  • 24. Influencing Your VisibilityTen important factors to consider in SEO 5. Dedicated landing pages for your topics 6. Site Speed: Google penalises slow websites 7. The comeptition: it may not be possibe to dominate the SERPS page for your topic due to saturation 8. Domain Age: The older a domain, generally the most trusted it is and the more likely it is to rank higher 9. Your domain name: It helps to have an important search phrase for your business within the actual domain e.g. www.stjameshotellondon.com 10. Patience: increasing your visiblity takes time, Google make your earn your organic rankingwww.aro.ie How Visible Are You Online? 24
  • 25. Example 1: Organic Visibility• Tayto Parkwww.aro.ie How Visible Are You Online? 25
  • 26. www.aro.ie How Visible Are You Online? 26
  • 27. Example 2: Organic Visibility• hotel gift vouchers corkwww.aro.ie How Visible Are You Online? 27
  • 28. www.aro.ie How Visible Are You Online? 28
  • 29. Influencing Your Visibility• Pay-per-click Advertising (PPC)“ Paid search marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis ” Source: http://searchengineland.com/guide/what-is-paid-searchwww.aro.ie How Visible Are You Online? 29
  • 30. Example• Penthouse suites londonwww.aro.ie How Visible Are You Online? 30
  • 31. www.aro.ie How Visible Are You Online? 31
  • 32. Influencing Your Visibility• How to begin a PPC campaign – Keyword Research – Setup a Google Adwords Account • http://accounts.google.com – You can have a campaign up in minutes – Set the maximum amount you want to spend per click and per day – Ensure that you measure your conversions • Reservation • Purchase • Enquiry • Viewing of a key page • Completion of a call to action • Download or uploadwww.aro.ie How Visible Are You Online? 32
  • 33. Remarketing• This form of advertising will soon be mainstream• Advertising that allows you to create and target list of users what have already expressed an interest in your client’s products and services• A potential customer visits your website – they are now pre-qualified customers• They may not may a purchase at that time – lost sale? Nowww.aro.ie How Visible Are You Online? 33
  • 34. Remarketing• You can target these potential customers after they leave your website• Short video explaining the concept: http://www.youtube.com/watch?v=k6dTtcYBBFIwww.aro.ie How Visible Are You Online? 34
  • 35. Remarketingwww.aro.ie How Visible Are You Online? 35
  • 36. How to set up a remarketing campaign• A remarketing campaign can established with your Google Adwords account 1. Create appropriate graphics to highlight your specific message ‘luxury hotel suites from £xxx’ 2. Create various list of users who visit the suite section of your website 3. When a visitor to your website leaves and visits any of Google Display Network sites – they will see your ad.www.aro.ie How Visible Are You Online? 36
  • 37. How to Boost Your Profitability …In the short and the long term
  • 38. How to boost online profitability• There are many ways to boost your online profitability 1. Websites without Google Ecommerce Tracking 2. Websites with Google Ecommerce Trackingwww.aro.ie How Visible Are You Online? 38
  • 39. Without Ecommerce Tracking• PPC conversions – Line of html code that is placed on the transaction complete/thank you page – Allows you to match the phrase that you bid on in the first place to the transaction complete • Google Adwords • Bing Ads – PPC key phrases that convert for you: focus these phrases and variations into your SEO efforts – Assess the cost of the conversion and compare it to your off-line marketing effortswww.aro.ie How Visible Are You Online? 39
  • 40. Without Ecommerce Trackingwww.aro.ie How Visible Are You Online? 40
  • 41. With Ecommerce Tracking• PPC conversion codes – This option is still available to you• With Ecommerce Tracking you will be able to assess what online channel provides you with the best ROI for your marketing spend – Paid Search – Organic Search – Social Media and Paid Social Media Ads – Direct – Referrals – Offline marketing: Calls, QR Codes, specific urlwww.aro.ie How Visible Are You Online? 41
  • 42. Ecommerce Overviewwww.aro.ie How Visible Are You Online? 42
  • 43. Assisted Conversions Google Analytics Assisted Conversions reports the value of various marketing channels in the sales process.www.aro.ie How Visible Are You Online? 43
  • 44. Top Conversion Paths The Top Conversion Path Report will show you all of the different paths that visitors have taken in a 30-day time period to convert.www.aro.ie How Visible Are You Online? 44
  • 45. How to boost online profitability• In the short term – Engage in pay-per-click marketing to boost your online visibility and close search gaps • Increase enquires • Increase sales – Assess what key phrases convert through your website from pay-per-click marketing • Sale • Completion on an online form • Download • Upload • The viewing of an important pagewww.aro.ie How Visible Are You Online? 45
  • 46. How to boost online profitability• In the long term – Ensure your website is properly and frequently search engine optimised – Consider getting a shopping cart that allows the installation of Google Ecommerce Tracking – Assess what channels are converting the best for your business • Organic • Paid • Email • Social Media • Referrals • Direct • Offline channelswww.aro.ie How Visible Are You Online? 46
  • 47. How to boost online profitability• In the long term – Assess what platform converts the best for you: • Mobile website e.g. http://m.hayfieldmanor.ie • Desktop website e.g. www.hayfieldmanor.ie • Refocus your efforts to what works – Frequently monitor your organic visibility to identify gaps in search visibilitywww.aro.ie How Visible Are You Online? 47
  • 48. Trends to watch out for in 2013 – Mobile: How important is being mobile friendly to your customers and how are you fixed? – Remarketing: capture the potential lost customers – Video marketing: visual marketing – Attribution Measurement: e.g. Google Analytics – Facebook Graph Search: Facebook will no doubt unveil opportunities to do marketing around searches within Facebook – Inbound Marketing: prequalified leads primarily from blogging, social media interaction, search engine optimization and webinars. – Google Plus Local Page: Claim or create one for your business http://www.google.com/+/learnmore/local/www.aro.ie How Visible Are You Online? 48
  • 49. Your Online Visibility StrategyKick-start Your Online Visibility Strategy Today! 1. Research all the potential key phrases for your website 2. Identify the relevant phrases to your business – be realistic 3. Assess your organic visibility in Google to identify where there are visibility gaps 4. Engage in pay-per-click marketing where your visibility is underperforming/non existent 5. Engage in Search Engine Optimisation activities 6. Measure your results (with or without attribution measurement)www.aro.ie How Visible Are You Online? 49
  • 50. Helpful Resourceshttp://adwords.google.com/www.google.com/analytics/https://adwords.google.com/o/KeywordToolhttp://www.simplybusiness.co.uk/microsites/google-analytics-guide/http://www.bing.com/toolbox/webmasterhttp://www.seomoz.org/bloghttp://www.google.com/ads/innovations/remarketing.htmlhttp://www.newmediacampaigns.com/page/what-is-inbound-marketinghttp://www.morevisibility.com/analyticsblog/tag/top-conversion-pathswww.aro.ie How Visible Are You Online? 50