Transcript of "Online marketing workshop melbourne nov 13"
Presented by Sam Shetty
Launching a successful online
Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.
About Sam - Me
• Career started in IT and then started consulting for startup
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Working with Netregistry for the past 8 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
What is search engine optimisation?
Search engine optimisation (SEO) is the process of
improving the volume or quality of traffic to a web
site from search engines via “natural” (“organic” or
“algorithmic”) search results.
Avoiding the 5 second ‘bounce’
…before a potential customer hits
the ‘Back’ button
Make sure they stay!
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?
Google webmaster tools
Social media setup
SEO checklist for new sites
Accessibility ( Google webmaster tools)
Keyword targeting (search volume/low difficulty/relevance)
Content quality & value
Design quality & usability
Social media setup ( Claim your name )
Link building strategy
Free tools : Google External keyword tool
Paid tools : Word tracker, Semrush, Keyword discovery
Target Long tail keywords and generic keywords
Target 2 to 3 keywords per page
Use Google adwords to test your keyword selection
Search Engine Optimisation
Indexing your website
Keyword research (Keyword research report)
Local business results
Social media setup
Google analytics (www.google.com/analytics)
Google webmaster tools (www.google.com/webmastertools)
Search Monitoring ( www.dashfolio.com)
Keyword research (www.semrush.com)
Image search (www.tineye.com)
Back links checker ( www.ahrefs.com)
SEO browser (http://www.browseo.net/)
Google updates (www.moz.com/google-algorithm-change)
Google penalty checker (www.fruition.net/sem/user/login)
What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?
While there was some significant contention about issues like paid links and ads vs. content, the
voters nearly all agreed that social signals and perceived user value signals have bright futures.
Simple & Easy to use
Design pages for scanning and not for reading
Good, visible, site navigation
Talk the same language like your users
Prioritize the key information( users look for) above the fold
Trust & Creditability need to be reinforced
Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
then you haven’t
• Test site speed all the way through your
funnel, not just the homepage.
My hosting. Why should I bother?
Direct impact on your revenue
Why does Google + matter
“ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance."
– Eric Schmidt
Should I outsource SEO ?
Do you have multiple sites ?
Do you have web design skills ?
Are you able to track results ?
Do you time to write articles ?
Are you able to acquire links for your website ?
Can you afford to spend 20 hours a month?
What is 20 hours of your time worth ..???
Takes longer to get near the top
Google is always one step ahead
Flash websites are much harder to optimise
High competition for the best keywords
Difficult to rank high for generic keywords
Is there something else I can use to get around these
What is search engine advertising/ PPC
…a form of Internet marketing that seeks to
promote websites by increasing their visibility
in search engine result pages (SERPs)
through the use of paid placement, contextual
advertising, and paid inclusion.
Is PPC right for me ?
Does your business have a unique selling point ?
Do you stock products ?
Do you need to feed your sales team with leads ?
Low cost of lead acquisition
Do you need to measure ROI ?
Ability to focus on specific locations , time zone
Ability to change your marketing message daily
Before creating a landing page….
Know your audience
Technical limitation of your target audience
Check domain name availability
What is social media marketing?
Social media marketing is a term that
describes use of social networks, online
communities, blogs, wikis or any other online
collaborative media for marketing, sales,
public relations and customer service.
Search marketing vs. social media marketing
■ Search marketing:
Bringing customers to
■ Social media marketing:
Going where your
Businesses often ask the wrong question
How can my business sell more by using
There is a better question
How can I use the social web to help consumers
achieve their goals?
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
Image credit: Ian Sane
How does your audience behave?
…of purchases are first researched
■ 69% of Aussie users read blogs
■ 83% have viewed video online
■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research,
Social media setup
Claim your social profile
Setup up for business page for Social media sites
Make your website social
Embed your social feeds to your website
Setup social media monitoring ( hootsuite)
Setup a list of keywords to follow
Plan a strategy to motivate customers to share your
business on their social circle
Questions to get you started ...
1. Why are people interested in your organization or
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your content?
(Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?
To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to
key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise
in your industry.
• Blogs are a means of building relationships with customers
and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fastbreaking news, issues, or events.
• Blogs help build brand awareness and help define your
• Blogs are a low-cost marketing channel.
Mobile growth and device adoption
The word “ mobile” is getting outdated
Tablets will replace majority of desktop users
HTML5 and responsive design will continue to grow
Mobile E commerce is growing
Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long
My website has been hacked
Blacklisted by Google
Account suspended by hosting provider
Drop in search engine ranking
Bad user experience
Effect existing campaigns
Loss of business
• Request a consultation
• Upcoming workshops
Thank you !!
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