Increasing the Visibility of Your Business Online

  • 136 views
Uploaded on

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 …

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.

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
136
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Increasing theVisibility of YourBusiness Online22nd February 2013Vanessa Vallejo
  • 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. 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. Search Marketing inIreland
  • 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. 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. 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. Mobile Search Increase Year on Year180% Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 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. 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. 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. Overview of PaidSearch
  • 13. Paid Search (PPC) Paid SearchPaid AdvertisingPPC 20% - 30% of clicks
  • 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. 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. 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. 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. 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. 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. 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. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course Photo by Rajiv Patel on Flickr
  • 22. Local SearchImportance forSMEs
  • 23. Non-Paid OptionLocal is Key for Small Businesses Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 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. Importance of Google Places This way to organic site listings Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 26. Bord Gáis Energy Book Club - Digital Marketing and Social Media Course Photo by Rajiv Patel on Flickr
  • 27. Overview of SEO:how it differs fromPPC
  • 28. Organic (SEO)Organic SearchNatural SearchListing (SEO) 70% - 80% of clicks
  • 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. 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. 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. 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. 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. 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. 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. 1. Keywords in Domain Name Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 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. 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. 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. 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. Google Keyword ToolBord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 42. No More Search without Social Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 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. Questions? Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
  • 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. 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. 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