Presentation: Understanding Online MarketingPresenter: Sam Shetty Date: Sept 2011
Agenda■ Why you need to act NOW!■ Search engine optimisation■ SEO Process■ SEO Limitations■ Q&A
Go where the people are. Do you know anyshopping centre that canreach over 20 millionpeople and is open 24hours a day?
Show me the money! Total value of goods sold$143 billion by Australian online stores 2009-2010*.• This figure is up by 15% on the previous year*• In 2012, Aussies are predicted to spend $32 billion online!**• Nearly 80% of internet users have made a purchase online**** Source: Australian Bureau of Statistics (ABS)** Source: Forrester research - B and T Magazine August 2009.*** Source: Neilsen Rating study - reported in Marketing Charts, November 2008
Sales conversions>95% Of online shoppers search the web for product reviews and price comparisons before making a purchase.These consumers are influenced by:• Research capabilities• Social media &• Increased mobility* PricewaterhouseCoopers Digital Media Research report July 25 th 2011
Initial steps 10 seconds …before a potential customer hits the ‘Back’ buttonMake sure they stay!Tell them…■ Who you are?■ What you do?■ Why is it important to them?■ What to do next?
Common problems and concerns Is your website not generating enough traffic & revenue? Too far down the search engine results? Not getting enough online enquiries? Unsure about keyword strategy? Confused by link strategy? Is your website hard to find?
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. Wikipedia
Initial Steps■ Keyword research■ Setup Google Analytics■ Setup Google webmaster tools■ Google places■ On page optimisation■ Setup social media
Search Engine Optimisation■ Indexing your website■ Google analytics■ Keyword research (Keyword research report)■ Competition analysis■ Site structure■ Sitemap■ Local business results■ On-page optimisation■ Directory submission■ Article submission■ Link building■ Industry specific optimisation
SEO limitations■ 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 problems?
Conclusion■ Q&A■ Request a free site review■ THANK YOU■ Sam Shetty firstname.lastname@example.org