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Increasing theVisibility of YourBusiness Online22nd February 2013Vanessa Vallejo
Agenda•    Intro•    Search Marketing in Ireland•    Overview of Paid Search•    Local Business Listings•    Overview of S...
Vanessa Vallejo, Head of Search GroupM     Over 4 years working for digital specialist and media                  buying a...
Search Marketing inIreland
2012 Irish Digital vs Total Media Spend  Classified     21%              Search                       45%   €146m     Disp...
Search is King, Google is Search       Site	        Monthly	  Uniques	                                            Yahoo As...
Why Should I Care?•    In 2012, 80% of the Irish population is online vs the EU average of 65%–     that’s 3.6 million peo...
Mobile Search Increase Year on Year180%       Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
Mobile Search Increase Year on Year•  Mobile search is local   in nature with 50% of   all mobile queries   having local i...
Search Engine Marketing is comprised of 2 parts1)  Search engine optimisation (SEO)2) Pay per Click Advertising (PPC)     ...
The Search Engine Results PagePaid per ClickAdvertising (PPC)Non-Paid, e.g.Organic SearchListings (SEO)                   ...
Overview of PaidSearch
Paid Search (PPC)    Paid SearchPaid AdvertisingPPC                   20% - 30% of clicks
Paid Search (PPC)Benefits of Paid Search•  Customers are searching for info on your site, and reach is high•  PPC is 100% ...
Paid Search (PPC)Paid Search Drives Incremental Clicks                                                             Based o...
Quality score is Google’s algorithm for         the Adwords auction.  It impacts directly on cost and ad               pos...
Paid Search (PPC) Quality Score is Influenced By1. Keyword relevance to search query                                      ...
Paid Search (PPC)Sample Adwords Account                                                           Account Settings        ...
Paid Search (PPC)Paid Search Targeting Options•  Network: Search or Display•  Location and location targeting•  Ad schedul...
Define success before you startKPIs can include: •  Site visits •  Online registrations •  Online sales •  Callbacks •  Do...
Bord Gáis Energy Book Club - Digital Marketing and Social Media Course   Photo by Rajiv Patel on Flickr
Local SearchImportance forSMEs
Non-Paid OptionLocal is Key for Small Businesses           Bord Gáis Energy Book Club - Digital Marketing and Social Media...
Register a Google Places Listing for Free                                                      www.google.com/placesforbus...
Importance of Google Places                                                                                    This way to...
Bord Gáis Energy Book Club - Digital Marketing and Social Media Course   Photo by Rajiv Patel on Flickr
Overview of SEO:how it differs fromPPC
Organic (SEO)Organic SearchNatural SearchListing (SEO)                 70% - 80% of clicks
SEO vs. PPCMyth #1Advertising on paidsearch can improvemy organic rankings                                        Paid Adv...
Organic (SEO)Search Engine Optimisation is…The process of improving the visibility of a website, page, imageor video with ...
Basic Differences Between SEO & PPC SEO: •  Organic results are determined by the algorithm’s view of the relevance of a w...
Organic (SEO)Key Benefits of SEO      Visibility                                                                      Incr...
SEO Challenges •  Competition is high and there are usually 10 max results per page •  Clicks are free, but costs and labo...
An SEO Campaign is made up of 2 parts:1)  On-site: Website optimisation    Encompasses everything within our control; your...
On-Site: Search Engine Considerations 1. Domain name – keywords targeted 2. Page title tags and metadata – keyword targete...
1. Keywords in Domain Name          Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
2. Keywords in Page Title tags and Metadata     Page title                                                                ...
What are Page Title Tags and Metadata?•  Page title tags tell users and search  engines the topic of a particular page•  T...
Description Tags•     A compelling summary value proposition      for this page including keywords,      geolocators (if a...
Best Practice Title and Meta Description Tags    •  Meta tags are important factors which we can control    •  Create keyw...
Google Keyword ToolBord Gáis Energy Book Club - Digital Marketing and Social Media Course
No More Search without Social               Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
Recap: Google Ranking Factors                                          • Use and frequency of words/phrases               ...
Questions?             Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
ThankYou!                                                                                                  DaviddecastrobV...
Google Adwords ResourcesGoogle Adwords Learning Centrehttp://support.google.com/adwords/certification/bin/static.py?hl=en&...
SEO Resources•     Seomoz.com - http://www.seomoz.org/learn-seo•     Google Analytics - http://www.google.com/analytics•  ...
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Increasing the Visibility of Your Business Online

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How to increase the visibility of your business online through paid search, search engine optimisation and local business listings. This is a recent talk I gave to members of the Bord Gais Energy Book Club.

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Transcript of "Increasing the Visibility of Your Business Online "

  1. 1. Increasing theVisibility of YourBusiness Online22nd February 2013Vanessa Vallejo
  2. 2. Agenda•  Intro•  Search Marketing in Ireland•  Overview of Paid Search•  Local Business Listings•  Overview of SEO Bord Gáis Energy Book Club - Digital Marketing and Social Media Course 2
  3. 3. Vanessa Vallejo, Head of Search GroupM Over 4 years working for digital specialist and media buying agencies in Ireland Working on: Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  4. 4. Search Marketing inIreland
  5. 5. 2012 Irish Digital vs Total Media Spend Classified 21% Search 45% €146m Display 34% *Social media 4% Sources: IAB & PWC – 2012 *projected totals based on H1 Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  6. 6. Search is King, Google is Search Site   Monthly  Uniques   Yahoo Ask (000s)   2% 1% Bing Google.ie   2,345   2% Facebook   1,745   YouTube   1,447   Google.com   1,424   RTE   1,245   Yahoo.com   1,163   Yahoo.co.uk   941   Wikipedia   932   MSN.ie   907   Google 95% Live.com   776   Source: Comscore May 2012 Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  7. 7. Why Should I Care?•  In 2012, 80% of the Irish population is online vs the EU average of 65%– that’s 3.6 million people•  74% of Irish consumers use Search on a regular basis – that’s 2.7 million people•  95% use Google to search – that’s 2.6 million people•  Can you afford to ignore this many people? Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  8. 8. Mobile Search Increase Year on Year180% Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  9. 9. Mobile Search Increase Year on Year•  Mobile search is local in nature with 50% of all mobile queries having local intent •  As a result, 70% of all mobile searches convert within 1 hour Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  10. 10. Search Engine Marketing is comprised of 2 parts1)  Search engine optimisation (SEO)2) Pay per Click Advertising (PPC) Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  11. 11. The Search Engine Results PagePaid per ClickAdvertising (PPC)Non-Paid, e.g.Organic SearchListings (SEO) Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  12. 12. Overview of PaidSearch
  13. 13. Paid Search (PPC) Paid SearchPaid AdvertisingPPC 20% - 30% of clicks
  14. 14. Paid Search (PPC)Benefits of Paid Search•  Customers are searching for info on your site, and reach is high•  PPC is 100% measurable, easy to amend and easy to control•  You only pay when someone clicks with the intention of going to your website, so impressions are free•  PPC can stand in where it is difficult to get organic visibility•  Drawbacks - PPC can be expensive if not managed properly Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  15. 15. Paid Search (PPC)Paid Search Drives Incremental Clicks Based on Google’s analysis of 390 cases… 50% of ad clicks are incremental if your natural search result ranks 1 82% of ad clicks are incremental if your natural search result ranks 2-4 96% of ad clicks are incremental if your natural search result ranks 5 or lower Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  16. 16. Quality score is Google’s algorithm for the Adwords auction. It impacts directly on cost and ad position. A good quality score (6 or above) will improve your ad position & decrease your cost per click. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  17. 17. Paid Search (PPC) Quality Score is Influenced By1. Keyword relevance to search query 4. Landing Page Relevance2. Ad relevance to search query 5. Historical Performance 3. CTR: number of ad clicks/number of impressions x 100 6. Other relevancy factors Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  18. 18. Paid Search (PPC)Sample Adwords Account Account Settings •  Monthly budget and billing info •  User access and preferences •  Conversions Campaign Settings •  Set daily budgets •  Country/location, language and device targeting •  Network: Search or Display •  Start and End dates Ad Group Settings •  Set max cost per click limits •  Ad copy or ad creative Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  19. 19. Paid Search (PPC)Paid Search Targeting Options•  Network: Search or Display•  Location and location targeting•  Ad scheduling/day parts•  Device – desktop, tablet or mobile•  Target by device network (Meteor/ Vodafone/O2) Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  20. 20. Define success before you startKPIs can include: •  Site visits •  Online registrations •  Online sales •  Callbacks •  Downloads •  Time on site Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  21. 21. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course Photo by Rajiv Patel on Flickr
  22. 22. Local SearchImportance forSMEs
  23. 23. Non-Paid OptionLocal is Key for Small Businesses Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  24. 24. Register a Google Places Listing for Free www.google.com/placesforbusiness Optimise your description with relevant, descriptive keywords and region- specific keywordsUpload images: store shopimages, images of yourproducts and encouragecustomers to write reviews Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  25. 25. Importance of Google Places This way to organic site listings Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  26. 26. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course Photo by Rajiv Patel on Flickr
  27. 27. Overview of SEO:how it differs fromPPC
  28. 28. Organic (SEO)Organic SearchNatural SearchListing (SEO) 70% - 80% of clicks
  29. 29. SEO vs. PPCMyth #1Advertising on paidsearch can improvemy organic rankings Paid Advertising PPC Myth #2 The number of clicks on a website will increase my ranking Non-Paid “Natural” Listings SEO Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  30. 30. Organic (SEO)Search Engine Optimisation is…The process of improving the visibility of a website, page, imageor video with the aim of increasing search engine traffic. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course 3 0
  31. 31. Basic Differences Between SEO & PPC SEO: •  Organic results are determined by the algorithm’s view of the relevance of a website to the search performed by the user. •  We can influence these rankings by investing in our SEO efforts but our level of control over how this process works is somewhat limited. •  Clicks from organic rankings are free… however investment into SEO requires time, expertise, and perseverance Best Practice: combine SEO and PPC to Maximise Visibility PPC: •  We pay for the clicks we get from paid listings and paid search visibility is entirely under our control. The main limiting factor is budget. •  We can immediately gain top positions across a variety of searches at the “flick of a switch”… by turning on our PPC campaign. The correlation between cause and effect is very clear. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  32. 32. Organic (SEO)Key Benefits of SEO Visibility Increased potential to drive brand recall Increased visitor numbers Credibility and market Requires no advertising leadership online budget – clicks are free Bord Gáis Energy Book Club - Digital Marketing and Social Media Course 3 2
  33. 33. SEO Challenges •  Competition is high and there are usually 10 max results per page •  Clicks are free, but costs and labor are front loaded and benefits are not immediately visible •  SEO takes time to work… months and years. It is a long term investment that can be frustrating for some. •  To be sustainable, SEO requires buy-in and integration from different areas of a business – marketing, social media, and Web/Analytics. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  34. 34. An SEO Campaign is made up of 2 parts:1)  On-site: Website optimisation Encompasses everything within our control; your website’s code, architecture, page content (copy, layout, navigation, keywords etc).2)  Off-site: Domain Authority Offsite factors have to do with how your website is indexed by Google. Increasing your domain authority requires developing quality and relevant inbound links to your website, from meaningful ‘sticky’ content, social media (Google+), directory registrations and blogger outreach. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  35. 35. On-Site: Search Engine Considerations 1. Domain name – keywords targeted 2. Page title tags and metadata – keyword targeted 3. Keywords in headers 4. Inter-page linking (keyword contained in links from one page to another) 5. Navigation 6. Site architecture Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  36. 36. 1. Keywords in Domain Name Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  37. 37. 2. Keywords in Page Title tags and Metadata Page title More history and links Meta data More relevant domain and page title tag Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  38. 38. What are Page Title Tags and Metadata?•  Page title tags tell users and search engines the topic of a particular page•  Title tags are displayed in search engine results pages•  You can find page titles in the upper left corner of your browser Max Recommended length: 70 characters Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  39. 39. Description Tags•  A compelling summary value proposition for this page including keywords, geolocators (if appropriate) and may include synonyms.•  Written to be read - very important for people as they can influence a person’s decision to visit a website.•  Best practice to include both keywords and descriptive text, along with a call to action. Think of your description tag as e.g. Call today! Or Book Now! ad for your website Max Recommended length: 155 characters Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  40. 40. Best Practice Title and Meta Description Tags •  Meta tags are important factors which we can control •  Create keyword rich title tags (max 70 characters) e.g. Surf Lessons Kerry, Surf School Ireland, Board Rentals, Tralee •  Create unique page title and description tags for every page •  Monitor how these appear within search engines 1. Home page tag – encompasses all services and location 2. Kids Surf Camps Page – specific to camps/lessons Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  41. 41. Google Keyword ToolBord Gáis Energy Book Club - Digital Marketing and Social Media Course
  42. 42. No More Search without Social Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  43. 43. Recap: Google Ranking Factors • Use and frequency of words/phrases • Website’s internal linking structure • Inbound links 300+ • Content freshness • User’s location Factors • Device used to access the web • Page load times • Social signals Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  44. 44. Questions? Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  45. 45. ThankYou! DaviddecastrobVanessa Vallejo, Mindshare Ireland t: @vanvallejo on Flickrvanessa.vallejo@mindshareworld.com Energy Book Club - Digital Marketing and Social Media Course Bord Gáis f: facebook.com/vantresca
  46. 46. Google Adwords ResourcesGoogle Adwords Learning Centrehttp://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.csGoogle Keyword Toolhttps://adwords.google.com/select/KeywordToolExternalGoogle Insights for Searchhttp://www.google.com/insights/search/Google Analytics IQ Lessonshttp://www.google.com/intl/en/analytics/iq.html? Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  47. 47. SEO Resources•  Seomoz.com - http://www.seomoz.org/learn-seo•  Google Analytics - http://www.google.com/analytics•  Google Keyword Tool- www.googlekeywordtool.com•  Google Insights for Search - www.google.com/insights/search•  Google Webmaster Tools www.google.com/webmasters/tools SEO Publications http://www.seomoz.org http://searchengineland.com http://www.mattcutts.com/blog Bord Gáis Energy Book Club - Digital Marketing and Social Media Course

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