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  • Thank people for attending Chances are that your here because you already have a website and may be unhappy with it’ s current output, or you may simply be interested in hearing if you are doing things correctly and that of course is based on your thinking that we are knowledgeable or indeed experts in this field. Why do you have a website? How does it currently perform?
  • The purpose of today is to give an educational and light overview on some of the key areas that help to produce a successful website.
  • Before you embark on an SEM/SEO campaign and indeed any marketing investment no matter how big or small you ideally need to think about and define your business and marketing goals in both the short, mid and long term. Each of our clients is different, indeed every business requirement is different. Our job is to understand how your organisation works and how you interact with your current customers and future prospects/clients...
  • There are a number of mainline and dominant digital marketing options available to businesses today: Social Media... Blogging... Viral Marketing... Targeted E-Mail Marketing... Search Engine Marketing/Optimisation... Search Engine Marketing – The Silent Salesperson operating 24/7 365 to a global audience, giving the right message at the right time to the right person (All will become clear as I move through the presentation)
  • Get search right and it’s a huge and very cost effective marketing option available to you.
  • SEO is both an art and a science. A reputable SEO provider can increase your site visibility (number of page-one listings) dramatically. Done correctly and the difference can be astounding!
  • So what is search marketing and what are the main types.
  • Important to understand how the search engines work – you can’t prepare for an exam without having an idea of what you are preparing for. In order to rank Organically you need certain attributes to be present.
  • Not a hit or miss marketing approach – Research is the key to everything when it comes to successful SEM/SEO There are many, many research tools available for us to use including our own bespoke applications: However for the purposes of today we will focus on one that is easy to use and readily available to you. Target market research – Competitor research – Keyword/Key-phrase research – Link strategy research – Ongoing, never ends BUT IT ALL TAKES TIME AND THIS IS THE DIFFERENCE MAKER!
  • Most importantly, the design and layout should be “fit for purpose” for your target market/image which assists in the ability to attract and convert the right people.
  • The way your potential prospects or clients will experience and interact with your website... Presenting the right image Attracting the right leads and enquiries Encouraging users to progress
  • Not just about listings or positions on search results it’s about conversion! Usability = Conversion = Orders & Enquiries WOH design sites as an FOC option for this very reason.
  • Advanced Usability Options: Heat maps Stardust MV testing Migration analysis Traffic shaping Goal monitoring
  • Experience – How long have they been focused on SEO/SEM & are they a reputable company? Are they open in their approach and happy to educate you about how they are going to achieve results or do they try and fool you with technical jargon? Does the SEM company achieve high rankings on competitive keywords or does it boast about the easy pickings? Getting visibility on phrases that no-one looks for can be achieved by most people that can type on a keyboard. The real art is to be able to rank for a wide range of competitive keywords and not just one or two! Do they talk about more than just SEM/SEO? Getting high rankings for a selection of keywords and phrases is just the start, getting people to contact you and convert is the real difference maker. Usability and conversion can make or break a website and the company you engage with should have a very good idea of what encourages users to progress and make that all important contact with you. Do they take time to understand your business... When choosing a partner it’s important they understand your business goals and requirements and are prepared to undertake the time consuming and ongoing research that’s required, before they even think about creating a website. All too often designers create websites based on their design interpretations and forget about the critical elements of usability and conversion.  Return On Investment = You Do The Maths?

Transcript

  • 1. Website Development & Search Marketing Leaders Since1999
  • 2. Commercial In Confidence – 2010 - Web On High
    • What’s the point of a website if it doesn’t...
    • Generate you any profit?
    • Bring you any new business/prospects?
    • Enhance your company/brand reputation?
    • Significantly assist in the development/growth of your business ?
  • 3. Commercial In Confidence – 2010 - Web On High Over the next 30 minutes...
    • Why Search Engine Marketing...
    • Main Types Of Search Marketing Available...
    • Search Engines – What They Want & Need To See...
    • Available Opportunities For You...
    • Website Construction – The Basics !
    • Usability = Conversion
    • Does SEM Work For You...
    • Choosing A Partner...
  • 4. Commercial In Confidence – 2010 - Web On High
    • Think about - the bigger picture...
    • What are your business/marketing goals?
    • How does or could your website fit in to these goals?
    • What is your target market/audience?
    • Who are your online competitors?
    • What are your differentiators?
  • 5. Commercial In Confidence – 2010 - Web On High
    • Why search engine marketing ?
    • 11 X more businesses are found through search engines than any other marketing medium
    • How businesses are found:  49% by search engines, 20% random surfing, 20% word of mouth, 4.4% magazine ads, 1.4% television
    *sources: Neilson/Net Ratings, IMS strategies,
  • 6. Commercial In Confidence – 2010 - Web On High
    • Why search engine marketing ?...
    • During December 2009, the total worldwide search market had more than 131 billion searches!
    • 4bn searches per day
    • 175m per hour
    • 2.9m per minute
    • *Sources: ComScore, January 2010
  • 7. Commercial In Confidence – 2010 - Web On High Why invest in search marketing?... Search engine traffic is highly targeted marketing. Potential prospects/clients who find your site via a search engine are actively looking for your products and services. They are literally asking for your marketing and sales message –
  • 8. Commercial In Confidence – 2010 - Web On High Visibility = two main types... Organic Paid
  • 9. Commercial In Confidence – 2010 - Web On High
  • 10.
    • Commercial In Confidence – 2009 Web On High
    • A web crawler (Or robot - algorithm based)#
    • An Indexer
    • A database
    • A query and results interface
    The 4 components of a search engine...
  • 11. Commercial In Confidence – 2010 - Web On High Key element...
    • A web crawler (Or robot - algorithm based)
    • An indexer !!!
    • A database
    • A query and results interface
  • 12. Commercial In Confidence – 2010 - Web On High Opportunities?... Keyword/Key-Phrase Research
  • 13. Commercial In Confidence – 2010 - Web On High Website construction - the essential basics...
    • Speed
    • Design/Colours
    • Layout/construction
    • Text/font
    • Ease of navigation
    • Clarity of sales message
  • 14. Commercial In Confidence – 2010 - Web On High Website construction - the basics...
    • Speed
    • Design/Colours
    • Layout/construction
    • Text/font
    • Ease of navigation
    • Clarity of sales message
  • 15. Commercial In Confidence – 2010 - Web On High Why are the basics so important?...
  • 16. Commercial In Confidence – 2010 - Web On High
    • Usability...
    • 77% of users return to content-driven websites because of ease of use - only 23% return based on brand recognition
    • Quality of design is a major indication of credibility
    • 95% of individuals do not look past the first 10-15 results
  • 17. Commercial In Confidence – 2010 - Web On High
    • Does SEM work for you?...
    • Provide opportunities with a clear visible ROI?
    • Fit with your overall marketing strategies & business goals?
    • Mid – Long term investment – results will not happen overnight.
  • 18. Commercial In Confidence – 2010 - Web On High
    • Choosing a partner?...
    • Experience...
    • Open approach...
    • Results achieved...
    • Do they talk about more than just SEM/SEO...
    • Are they someone you can build a long term relationship with and trust...
  • 19. Website Development & Search Marketing Leaders Since1999