SEO & Social Media Presentation - Nikon

Search Engine Marketing An Insight into a successful web presence

Education | Software | Consulting | Service

Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers. Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the internet.”
JIM JANSEN
SENIOR FELLOW
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT
SEPTEMBER 2010
“

SEO vs Social vs Pay Per Click

SEOvs Social vs Pay Per Click
Receive unpaid traffic
High quality traffic
Sustainable results over a long period
Cost effective
Competitor analysis
Use analytics to improve conversions
Takes a while to see results
No guarantee

Cost effective
Receive honest instant feedback from community
Allows deeper engagement
Online word of mouth
It’s not how big your budget is, it’s how good your product is
Can recruit new talent
Tools quickly change
Disgruntled customer can vent on your profile
Takes a while to see results
Takes time to develop relationships and authority

Immediate results
Change campaign focus instantly
Measurable tracking
Test landing pages
Traffic is budget dependant
When budget runs out traffic stops
Can become costly if no conversions are made

Domain Authority

Content that appeals to Influencers

The Flow of PageRank

PageRank is split evenly between the links on a page

search results
I’ll never get into the top 10 for “cape town photographers”
So what’s the plan of action?
“

search results
On-site optimisation
Website structure
Wordpress
Target keywords
Google Adwords Tool
Long tail ?

search results
Google Adwords keyword research tool

search results
Content ideas
Pay attention to Google Analytics
What keywords are currently being used?
Twitter Trends: http://trendsmap.com
#photography

Twitter Trends

search results
Hunt for incoming links
Competitor Analysis
Photo community websites
Flickr
Enter competitions / awards (build authority)
‘How to’ articles published on 3rd party websites
Travel companies??
Event companies??
Catering companies??

Importance of Social media
Engage with community
Targeted ads i.e. Target those who are listed as “engaged”
Power of word of mouth i.e. Tagging photos
Affects search rankings
Google + ??

Signals of “Community” and “Authenticity”
Brands
Generics
Often exist only online
Rarely have significant social accounts
Frequently use email forms only
Stay “under the radar”
Search is often 90%+ of traffic
Have little-no branded search demand
Ignore the offline world
Have real people working at a physical address
Have authentic, followed social accounts
Display obvious, robust contact information
Register with government/civic organizations
Receive traffic from diverse sources
Generate branded search query volume
Run offline marketing/advertising campaigns

Formula to successful web marketing
Two types of websites
High traffic and Low traffic
High traffic = 5000 plus
Low traffic = 1000 and less

What do you do with 1000 or less visitors ??
Produce quality content
Comment on other (high authority) blogs
Write on other (high authority) blogs
Run a Pay Per Click campaign to produce sales
Re-invest sales into content marketing and SEO

What can you do with 5000 plus visitors ??
Conversion marketing
Forum (user generated content)
Bloggers contribution
Push visitors to social media profiles – engage
Objective = monetize your website

Understand your visitors
Brand vs non-brand
Search vs referral vs direct
Percentage of new vs returning
Bounce rate

Measure conversions
Industry standard is 1.5%
Anything above this is good
1000 visitors = 15 leads
15 leads = .... sales

SEO plugins (Wordpress)
Yoast SEO Plugin
SEO Friendly Images
W3 Total Cache

Software that is available
SEOmoz
Domain Authority
Competitor Analysis
Project SEO
Project Management
Competitor Analysis
Majestic SEO
Competitor Analysis
Google Analytics
Conversion tracking
Website Data
Hootsuite
Social media management
Trendsmap

Do this stuff, it really works !
News/Media/PR
SEO
Email
Research/White Papers
Blogs + Blogging
Infographics
Comment Marketing
Social Networks
Online Video
INBOUND MARKETING!(Find Your Audience Organically on the Web)
Document Sharing
Forums
Social Bookmarking
Word of Mouth
Direct/Referring Links
Q+A Sites
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Type-In Traffic

Budget...
DIY = time
Outsource = money

Budget...
Do it myself
Education (website & seo)
Content...... Do I have the time write?
Link building....... Communications or PR
Weekly time spent = 5 to 10hrs
Software fees +-R1000

Budget...
Outsourced (SEO, Social Media, PPC)
Small company = R3000, R3000, R4000
Agency = R10 000, R10 000, R10 000

Budget...
In house
Internship (cover travel costs)
Consulting = From R1000 + (depending on size and amount of websites)

Job types
Research & Reporting (Competitor analysis, link profiling, keywords)
Communications / PR specialist (link and relationship building)
Writer / Content creator
Conversion marketing (two sides of the coin: design or analytical)
On-site optimiser
Creative manager (campaign ideas for link building)
Programmer (ensuring technical mark-up and optimised code)
Photographer...

Case studies

Travel Industry: Client 1
Client came to us with no on-site optimisation on website
We optimised website
Within 2 months of optimisation, website traffic began to increase
After 4 months, search engine traffic increased 300%

Travel Industry: Client 2
Client came to us for on-site optimisation consultation and link building research
We optimised website
Within 2 months of optimisation, website traffic began to increase
After 6 months, search engine traffic increased 1000%

Online Dating Industry
Organic Traffic
Client came to us with no on-site optimisation on website or link building
We optimised website and implemented a link building strategy
Within 5 months, traffic increased by 300% and 360% over 11 months

Paid Traffic
Client managed a high cost Google Adwords campaign and was not seeing return on investment
Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore
Client stopped Google Adwords campaign after 4 months

Bounce rate
Bounce rate was high (23%)on website when we began optimisation process
We implemented a design change and immediately the bounce rate dropped to 11%

Home Improvement Industry
Client came to us to assist in getting their website more targeted traffic
Website had no on-site optimisation done to it
We optimised the entire website and within 5 months traffic began to increase
After 9 months traffic had increased 500%

Home Improvement Industry
Client came to us to assist in getting their website more targeted traffic
We marketed products on various online shopping platforms
After 7 months referral traffic had increased 500%

What questions to ask an SEO and/or social media consultant/company
Which is more likely to have a positive impact on a page's search engine rankings and why - 10 links from 1 website or 1 link each from 10 different websites?
Name at least 3 elements critical to ranking well in Google Local/Maps/Places search.
Describe the concept of topic modeling and how modern search engines might use it to improve the quality of their results.
Describe the distribution of search query demand and what is meant by the "fat head" and "long tail.“
Show me case studies

Q&A
Neil Pursey
Cell: 084 627 0619
Twitter: @webgrowthsa
http://www.webgrowth.biz/
http://www.thinkseo.co.za/
http://www.grow.org.za/

SEO & Social Media Presentation - Nikon

by WebGrowth on Sep 19, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 73

Statistics

SEO & Social Media Presentation - Nikon — Presentation Transcript

http://www.webgrowth.biz	71
http://feeds.feedburner.com	2