SEO and Online Marketing


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Promoting you website using SEO and online marketing concepts,
Onpage optimization,
Offpage optimization,
Utilizing Social Media,
Facebook, Twitter, LinkedIn,
Website tools,
Generating leads for success.

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  • SEO and Online Marketing

    1. 1. Paul
    2. 2. ONLINE MARKETING FIRSTHow to get your business online and how to get yourself found
    3. 3. AGENDA Promoting you website  Onpage optimization  Offpage optimization Utilizing Social Media  Facebook, Twitter, LinkedIn Website tools Generating leads for success
    4. 4. INTERNET MARKETING• Website• Email• Social media• Blogs• Affiliate marketing• SEO• PPC & online advertising• Apps• Podcasts• Ebooks• Online articles• Videos• The list goes on…………
    5. 5. WHY INVEST IN ONLINE MARKETINGWHY? • 90% of jewelry purchases first checked info online • Price comparisons • Time poor society • Age of information & technologyGOALS • Conversions are easily tracked (leads sales, subscriptions, downloads, memberships, advertising impressions) • Target markets easily focused using online advertising • Branding needs to be consistent • Must measure every campaign
    6. 6. MAKE YOUR WEBSITEWhere to host it?What domain to buy?What top level domains suits your business need?What platform to build your website on: • Wix, Weebly • WordPress, Joomla, Droopal • Professional Web Developer  Ensure you have a CMS  Control over basic design, text, pictures etc
    7. 7. SEARCH ENGINE OPTIMIZATIONSEO is the process of optimizing a website in a way that allows it to perform well in search engines, such as ranking extremely high for targeted keywords.The primary goal of SEO is to increase the traffic for a website.The secondary goal of SEO is to increase conversion rates (depends on goal of website and product/service offered).SEO alone will not allow you to succeed in achieving your online goals. You should use a holistic online marketing plan to ensure goals are reached and ROI is attained.
    8. 8. WHERE DOES SEO HELP?Paid SearchUsing Google AdWord –Pay Per ClickOrganic SearchContent relevant tosearches
    9. 9. SEO APPROACHESSEO – Search Engine Optimisation The Process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. SEO involves:  site coding (meta coding)  content optimisation  navigation (internal links)  link exchanging (external links)
    10. 10. TWO CONCEPTS OF SEO1 . On page SEO – content
    11. 11. TWO CONCEPTS OF SEO2. Off page SEO - links
    12. 12. HOW DO YOU GET SEARCH ENGINES TO NOTICE YOU?On Site (content): Descriptive domain names (Where in the world are you?) Title tags – not spamy, unique per page, not longer than 58 characters Meta tags (key word & description) & robot tags Body text: Keywords (next slide) Anchor text hyperlinks Key word repetition, repetition, repetition – not over 6% keyword density SpellingSpecific body content (Not everyone enters through the front door) Correct usage of H1 and H2 formatting styles Multimedia like videos & pictures Tagged pictures (Alt Tags) Fast page load times
    13. 13. KEYWORDS“If its not written on your site, how will people find you”?Use of landing pagesKeyword research – using adwords tool: Local search volumes Global search volumes CompetitionSearch Insights/Trends: Compare up to 5 words
    14. 14. MORE ONPAGE OPTIMIZATION Friendly navigation Clear call to action Meta tags, keywords on page Pics and videos Page load speed User engagement Easy contact us  Form – use Captcha for anti spam  Phone number  Try not to write full email address Comments onpage  Disqus - free
    15. 15. OFF SITEOff Site (inlinks/backlinking): Wikepedia Ezines Blogs & Forums Squidoo, Reddit, delicous, dig, stumbleupon Facebook, linkedIn, Twitter• Submit Your Site to Key Directories• Submit Your Site to Industry Sites and Specialized Directories• Request Reciprocal Links• Write Articles for Others to Use in their Newsletters• Begin a Business Blog (next few slides)• Issue News Releases• Comment on blogs/news with backlinks ALL USING ANCHOR TEXT HYPERLINKS
    16. 16. LANDING PAGES AND A/B TESTING• Create them!• Clear title, and layout –make your visitors really• Clear call to action• Remove noise from form pages• Make sure they can share your ―offer‖• User friendly forms• A/B test : Headlines, field names, button colors,• Layout, image, page structure, capture visitor, consistent from source language• Have a Thank You page
    17. 17. BLOG – REVIEW FROM PAST CLASSYou can have an: 1. Onsite Blog – new content 2. Offsite Blog – inlinks & independent feelBoth are useful for different goalsUpdate often What is ―often‖? Most agree at least once a week new content is needed. You can update once a day.Centered around 1 keyword and specific to 1 topic Best to stick to the rule to keep the KW in the:  H1 of the blog,  3 times in the body text and  Ensure the KW is in the urlSubmit your blog to increase readership – search engines & social sites
    18. 18. WHAT DOES A SPIDER SEEAdd Google tool bar and page rank to your browser.Click on the cached snapshot of the page.Google s cache is the snapshot taken of the page as it was crawled by spiders eg googlebot on the web.View text only
    19. 19. GOOGLE’S SECRET ALGORITHMThis is what makes Google so powerful as a search engine finding relevant links for its users.The Google algorithm is a tightly guarded secret (and insiders say constantly changing).Basic’s: 1. Text matching (from your search terms) 2. Page rank
    20. 20. GOOGLE ALGORITHM UPDATESCaffeine, Panda & Penguin updates appears to put more emphasis on social media such as Facebook, My Space and blogsUnique content and page load timesEven with the changes, most white hat optimization tactics will continue to prevailEach algorithm change is supposed to revitalize the Google algorithm to provide users with a better search experienceThe official word is that the update is: "the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness, and other dimensions."
    21. 21. YOUR RESPONSE TO GOOGLE’S ALGORITHM• Higher keyword density. – no more than 7% keyword density• Faster index. Most people report queries are returned at faster speeds.• New – Instant Page launch• Fresher results. Results are more current, including blog posts from the last few days.• More emphasis on social media. SERPs contain more sites like Facebook, LinkedIn, Blogger, etc.• Less emphasis on universal search. While this is a popular feature and was also implemented by other search engines, it doesnt help Googles paid search revenue. Therefore, universal results will be moved lower on the page to make paid search more visible.• Increased prominence of video & images. While news listings moved further down the page, SERPs are prominently featuring video & image listings.• Keywords in domain name. Google has always favored keywords in the domain name, and the new SERPs seem to weigh keyword domain names even higher. If youre launching a new site, a microsite with your keywords embedded within the URL might be wise.
    22. 22. WHAT TACTICS TO USECreate a site with clear hierarchy and text links.Create a site map with links to important pages.Create information-rich pages describing your content clearly and accurately.Use keywords in text.Give preference to text over images.Make <title> elements and ALT attributes descriptive and accurate.Check for broken links and correct HTML.Keep outbound links on a given page to a reasonable number (<3 per page).Avoid hidden text or hidden links.No cloaking or sneaky redirects.Dont load pages with irrelevant keywords.Dont create multiple pages, subdomains, or domains with duplicate content.Dont create pages with malicious behavior (phishing, viruses, trojans, badware).
    23. 23. TOOLS FOR MEASUREMENTWebmaster Tools SEO Tools Submit sitemaps.xml  Fix all html errors  Check page load times  See keyword entry See inlinks Facebook Insights  Add the like button to your websiteAnalytics Make weekly/monthly reports AdWords Geographic  Analytics Entry sources Bounce rate/time on site/pages viewed per visitYahoo site explorer - dead InlinksBing Webmaster Submit sitemaps Same as Google Webmaster Tools
    24. 24. MEASURING RESULTSCTR – Click through rate Impressions / Number of clicksFor PPC campaigns: CPC – Cost per click (and paid banners)Average position on search engines related to specific targeted key wordsConversion RateROI – Return on Investment
    25. 25. SOCIAL MEDIATwitter account Tweet regularity Hash TaggingFacebook Fan Page 25 fans for url Regular posts More casual – make sure you interact AppsLinkedIn Company Profile Personal profile Join relevant groups and be active Update status
    26. 26. YOUR TASKS• Just do it—Set this into your daily work plan and schedule• it, like a meeting, with a beginning and end time.• Responsibility—Build this into your action plan• (communications, take action) and plan to ‗rotate‘• responsibility.• Expertise—Set some time aside for research and learning.• Begin with the basics; commit to building on this base.
    27. 27. PAU L V E S E LY PAU L @ S E O W E B L I V E . C O