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Unlocking The Mystery That Is Web Marketing Part 1
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Unlocking The Mystery That Is Web Marketing Part 1


Part 1 of two part series given by David McLaughlin on digital marketing

Part 1 of two part series given by David McLaughlin on digital marketing

Published in Technology , Business
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  • 1. Unlocking the mystery that is website marketing David McLaughlin Senior Account Manager Revium Revium PTY LTD 2009
  • 2. What we’ll cover... • Introduction to web marketing • Search Engine Optimisation (SEO) • Search Engine Marketing (SEM) • Website Optimisation • Website Metrics • Other web marketing strategies (if we have time!) • Online selling / eCommerce (if we have time!)
  • 3. First, a quick look back... • 10 years ago, businesses reached their customers through trade shows, print advertising and other traditional marketing • Today, consumers start their shopping experience by searching online. • Businesses must be able to be found by consumers online
  • 4. Outbound Vs. Inbound Marketing • Traditionally “outbound” marketing techniques were used to push messages to the consumer (Trade shows, print advertising, radio, TV ads, direct mail) • Outbound marketing becoming less attractive because: • People are getting better at blocking “interruption based” messages (i.e. caller ID, Spam filters etc) • The internet provides a “quick and easy” way for consumers to learn and shop
  • 5. Outbound Vs. Inbound Marketing • Businesses need to utilise “inbound” marketing techniques to “get found” by the consumers searching for their products and services • Inbound marketing includes techniques such as Search Engine Optimisation (SEO), Search Engine Marketing, Blogging etc • Outbound marketing still important
  • 6. Easiest way to get found online: Search Engines • Two kinds of search engine results: • Paid listings - require a fee to display a link alongside the results of a keyword search. Known as Pay per Click Advertising (PPC) • Organic listings - results gathered by a search engines “crawlers” and ranked according to relevance for a key term. • Organic results clicked 75% of the time.
  • 7. Sponsored Listings (SEM) Organic Listings (SEO)
  • 8.
  • 9. Search Engine Optimisation (SEO) Natural Search Listings
  • 10. SEO - What’s it all about? • The process of improving a web sites “natural” ranking in the search engine results page. • Rankings based on relevance to the search terms. • Relevance calculated via complex algorithms defined by major search providers (i.e Google,Yahoo, Windows Live)
  • 11. SEO - How’s it work? • Rankings based on two key components: • On page SEO (i.e. content on the website) • Off page SEO (i.e. inbound links) • Off‐page factors are the biggest influencers in a website’s ranking in search engine results. • Algorithms are constantly changing, so marketers need to continually work to keep their sites ahead of the competition
  • 12. “On page” SEO • Title Tag optimization • Keywords in domain / URL • Keywords in the content • META information • Quality of original content • Sitemap • Keywords in hyperlinks • "Indexability" of the web • Keywords in headings and page bold tags
  • 13. Organic Listing
  • 14. Keywords Keywords in in page title Domain / URL Links with keywords Keywords in heading Keywords in bold text, high density of keywords Quality, original, content META information relevant
  • 15. “Off Page” SEO • Amount of incoming links • Quality of incoming sites that link to yours • Google Page Rank (PR) • Relevancy of sites that link to yours • Keywords in the link anchor text
  • 16. Simple ways to increase your site’s search engine rankings • Find keywords (Keyword Research) • Find keywords / phrases that have a large number of searches •,, Google Keyword tool, Overture (Yahoo) • Relevance - Choose keywords that your target market are using to describe your products (e.g. cheap hotels, not budget accommodation) • Identify the competition and how hard it would be to beat them
  • 17. Simple ways to increase your site’s search engine rankings • On page - SEO • Add keywords to your page title, URL, headings and page content • Place keywords in hidden areas on the website (META information, behind images, footer links etc) • Develop website content • Add a blog / news section - Google loves sites that are updated regularly
  • 18. Simple ways to increase your site’s search engine rankings • Off page SEO • Build in-bound link from other sites to yours. Each link proves your site is worth linking to. • Build more links within context - Obtain links from other website with keywords in the link text (Anchor Text) • Submit your website to directories like like the DMOZ, yahoo! Directory and • Create compelling tools / features on your website that people want to link to.
  • 19. Simple ways to increase your site’s search engine rankings • Measure & Analyse (Most important!) • Track incoming links over time and keyword rank compared to competition • Track real business results: Number of visitors, leads and customers from SEO
  • 20. SEO - Be wary of.... • Individuals or firms that promise you a number one listing. This is almost impossible to guarantee! • Those that promise are possibly not telling the truth, or practicing “black-hat” SEO techniques. • You risk having your website black listed from search engines!
  • 21. Search Engine Marketing (SEM) “Paid” Advertising
  • 22. SEM - What’s it all about? • Refers mainly to the text advertisements which appear at the top or on the right hand side of search engine results pages. • Advertising links are purchased mainly from Google (Adwords) and Yahoo (Overture)
  • 23. SEM - How’s it work? • You choose which search terms you want to have your ads associated with. • You choose how much you want to spend and set daily budgets • You choose when you want your ads to run • Your ads show when a user types in a keyword you are “bidding” on
  • 24. How do I get my ad to be number one? • Maximum CPC (Cost per click) • CTR - Click through rate (Relevance is important!)
  • 25. Keywords bidding on Sponsored listing Irrelevant ad
  • 26. SEM - How does it work? • Advertising is based around Pay Per Click Keywords bidding on (PPC), meaning you pay every time someone clicks CPC bidyour ad on can be Maximum Cost per conversion can be tracked • Ranking is based on “top bid” price (how set much you are willing to pay) and in Google’s case, relevance of the ad. (Click Through Rate - CTR).
  • 27. SEO Vs SEM: The Showdown.. Which one is right for you? • SEM • SEM can provide instant qualified traffic to your site. • You set your daily budget and can track number of conversions relating to marketing spend. • Open to click fraud. • Can be more costly than SEO in the long-run.
  • 28. SEO Vs SEM: The Showdown.. Which one is right for you? • SEO • Longer term approach, utilising best practice web design standards. • Aside from developing good rankings, you end up with an excellent website • Can sometimes mean rebuilding a website from scratch (particularly Flash websites) • Can be less costly than SEM in the long run.
  • 29. Website Optimisation
  • 30. Website Optimisation - Haven’t we already covered this? • No! Search Engine Optimisation (SEO) is the process of enhancing your website listings. (I.e. getting people to your site) • Website Optimisation in the process of increasing the number of visitors that are converted to customers once on your website. (Conversion rate!)
  • 31. Conversion rate in a nutshell
  • 32. Why Optimise my site? • Increase website conversion rates • Increase visitor satisfaction • Eliminate the guesswork from design
  • 33. How do you optimise a website? • Run a series of “Experiments” to find the chemistry that delivers highest conversions. • A/B Split & Multivariable Testing • A/B: Change homepage / landing page • Multivariate: Alter website headlines, images, or text to determine which combinations deliver the best results
  • 34. Tools to manage optimisation experiments • Google Optimizer • SiteTuners • Omniture Test&Target (formerly known as Offermatica) • Optimost • Maxymiser
  • 35. Website Metrics
  • 36. The power of metrics • Find out how visitors interact with your website • Identify areas that could be further enhanced. • Find how your visitors found you; including where visitors arrived from, what terms they searched, what pages they exited etc. • Identify and track website goals / conversions
  • 37. Major metrics software providers • Most web hosting includes standard hosting logs/reporting • Other major providers include: • Google Analytics (Free!) • • Open Tracker
  • 38.
  • 39. Other web marketing techniques at a glance • Affiliate marketing / Banner Ads • Viral marketing (emails, videos etc) • Blogging (in-bound marketing) • Pod/Vodcasting • Webinars • Wikis / Knowledge bases
  • 40. Summary • Combination of many factors that make a website a success • Sound design and development • Marketing (Online and offline) • Ongoing updates / maintenance • Community development • Test the waters, find what works for your site • Invest as much, if not more into the marketing side of the web project than the development itself. • Speak to a professional - let them do the hard work!
  • 41. Thanks!