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Search engine optimisation seminar - Glos/Bris Autumn 2010


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The presentation slides for the Search engine optimisation half-day seminar, run by Business Link in Gloucestershire and Bristol in October and November 2010.

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Search engine optimisation seminar - Glos/Bris Autumn 2010

  1. 1. Delivering traffic to your website
  2. 2. Introduction - Business Link – Services Business Link 0845 600 99 66 [email_address]
  3. 3. <ul><li>So Andy – </li></ul><ul><li>Are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  4. 4. <ul><li>Housekeeping </li></ul><ul><li>Introduction </li></ul><ul><li>So how big is the internet really? </li></ul><ul><li>Your site, my site, their site, the RIGHT site </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Guerrilla E-Marketing </li></ul><ul><li>Close </li></ul>Making the most of your website Agenda
  5. 5. <ul><li>6.5 Bn </li></ul><ul><li>1.5 Bn </li></ul><ul><li>46m </li></ul>It’s all about size
  6. 6. <ul><li>£88 Bn </li></ul><ul><li>£121 Bn </li></ul>It’s all about size
  7. 7. World Wide Web – The World Wide WHY! <ul><ul><li>Less Paper </li></ul></ul><ul><ul><li>Less Travelling </li></ul></ul><ul><ul><li>Less Carbon </li></ul></ul><ul><ul><li>IYRE = I mprove Y our R esource E fficiency </li></ul></ul>
  8. 8. <ul><li>Housekeeping </li></ul><ul><li>Introduction </li></ul><ul><li>So how big is the internet really? </li></ul><ul><li>Your site, my site, their site, the RIGHT site </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Guerrilla E-Marketing </li></ul><ul><li>Close </li></ul>Making the most of your website Agenda
  9. 9. The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
  10. 10. 1 Answer How is your website performing right now?
  11. 11. Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing
  12. 12. <ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there </li></ul><ul><ul><li>How many pages do they look at? </li></ul></ul><ul><ul><li>How long do they spend on the site? </li></ul></ul><ul><ul><li>How does this compare against the targets set for the site? </li></ul></ul><ul><ul><li>How many conversions occur? </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Email contact </li></ul></ul></ul><ul><ul><ul><li>Subscription </li></ul></ul></ul><ul><ul><ul><li>Calls </li></ul></ul></ul>Website performance – what you need to know
  13. 13.
  14. 14.
  15. 15. Low conversion % - then let’s look at your site
  16. 16. The Rudiments The right name
  17. 17. Choosing a name – The Good
  18. 18. The right Name <ul><li>The Bad </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  19. 19. Choosing a name – The Ugly
  20. 20. Choosing a name – The Ugly
  21. 21. Choosing a name – The Ugly
  22. 22. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
  23. 23. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  24. 24. Great conversion % - then let’s look building visitor numbers
  25. 25. Delivering traffic to your website
  26. 26. Why Optimise your Site?
  27. 27. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
  28. 28. Search Engine Optimisation (SEO) <ul><li>Optimisation is NOT a one time process </li></ul><ul><li>Optimisation is VITAL if you want a good position </li></ul><ul><li>Optimisation involves detailed analysis of web page content AND layout </li></ul>The art of integrating keywords – making pages “search friendly”
  29. 29. What’s the big secret? <ul><li>Do the right things right </li></ul><ul><li>and </li></ul><ul><li>get the right results </li></ul>There Isn’t one!
  30. 30. <ul><li>So Andy – </li></ul><ul><li>When are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  31. 31. Not yet…. go and register with DMOZ first
  32. 32. How do Search Engines Work? <ul><li>Search Engines use Robots to Spider sites </li></ul><ul><li>Search Engines rank web sites against own unique criteria </li></ul><ul><li>Sites can be optimised if criteria understood </li></ul><ul><li>These criteria are NOT fixed ! </li></ul>
  33. 33. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%
  34. 34. <ul><li>So Andy – </li></ul><ul><li>Are you going to tell us how to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul><ul><li>NOW? </li></ul>
  35. 35. What’s the big secret? Probably the most important content on your web site
  36. 36. Choosing Keywords <ul><li>Think like a customer </li></ul><ul><li>Think laterally </li></ul><ul><li>Brainstorm Keywords </li></ul><ul><li>Ask everyone </li></ul><ul><ul><li>Search using your keywords and see what appears </li></ul></ul><ul><li>Use the free Google keyword tool </li></ul>
  37. 37. Google Keyword tool
  38. 38. Where do they go?
  39. 39. <ul><li>HTML Title </li></ul><ul><li>This is what will be catalogued - about 80 characters </li></ul><ul><ul><li>3 or 4 keywords </li></ul></ul><ul><ul><li>Make each page title relevant to each particular page </li></ul></ul>Where to place Keywords HTML Page Title
  40. 40. Where to place Keywords Page Content
  41. 41. Where to place Keywords Meta Description Tag <ul><ul><li>Limit to around 150 characters </li></ul></ul><ul><ul><li>Use on every page </li></ul></ul><ul><ul><li>Customise for each page </li></ul></ul>
  42. 42. Where to place Keywords Alternative Attribute – aka Alt Tag <ul><ul><li>Every Image needs one </li></ul></ul><ul><ul><li>Build Keyword Count </li></ul></ul><ul><ul><li>Comply with Disability Discrimination Act - Accessibility </li></ul></ul>
  43. 43. <ul><li>HTML page name </li></ul><ul><ul><li>Images non-executive-director.jpg </li></ul></ul><ul><li>Use keywords for Text Links [Anchor Text] Non Executive Directors </li></ul>Where to place Keywords Name files with keywords
  44. 44. <ul><li>A Highlighter for the Search Engines </li></ul>Where to place Keywords Header Tags <H1> </H1>
  45. 45. Page Title Description Meta Tag Web Address Key phrase searched on
  46. 46. Where do they go? <ul><li>Page Content </li></ul><ul><li>HTML Page Title </li></ul><ul><li>Meta Page Description </li></ul><ul><li>File / Image Names </li></ul><ul><li>ALT Attributes </li></ul><ul><li>Header Tags </li></ul><ul><li>Navigation Link Anchor Text </li></ul><ul><li>URLs </li></ul>
  47. 47. What Else Counts? <ul><li>Google will measure your site based on “relevance” </li></ul><ul><li>The number of times it is clicked in a search </li></ul><ul><li>The number of INCOMING links </li></ul>
  48. 48. Link popularity The free SEO Extension for Google Chrome
  49. 49. Are you registered?
  50. 50. Remember <ul><li>Your web site is for your </li></ul><ul><li>CLIENTS </li></ul><ul><li>not the search engines </li></ul>
  51. 51. <ul><li>So Andy – </li></ul><ul><li>When are you going to tell us how to get to </li></ul><ul><li>NUMBER 1 </li></ul><ul><li>in Google </li></ul>
  52. 52. Probably the greatest marketing opportunity known!
  53. 53. PPC Results
  54. 54. Pay per Click aka PPC, Adwords, Sponsored Links <ul><li>Google Adwords 25 characters max </li></ul><ul><li>Check out Google Advertising 35 characters max </li></ul><ul><li>Get Started Today 35 Characters max </li></ul><ul><li> Home page URL </li></ul><ul><li> Where the click lands </li></ul>
  55. 55. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p
  56. 56. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
  57. 57. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p
  58. 58. The genius that is CTR <ul><li>CTR = Click Through Ratio </li></ul><ul><li>= the % of Clicks against Impressions </li></ul><ul><li>Impressions (number of time your ad is displayed) </li></ul><ul><li>Clicks (number of times your ad is clicked on) </li></ul><ul><li>1% is so-so to OK </li></ul><ul><li>2% is OK </li></ul><ul><li>3% and above is doing well </li></ul>
  59. 59. Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad
  60. 60. <ul><li>So how can we </li></ul><ul><li>improve </li></ul><ul><li>the CTR? </li></ul>
  61. 61. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35%
  62. 62. What else is there?
  63. 64. Email Marketing
  64. 65. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  65. 66. Why Email Marketing? It’s Not Expensive
  66. 67. Why Email Marketing?
  67. 68. Why Email Marketing? It’s Effective
  68. 69. Email Marketing – Tools <ul><li>MailChimp </li></ul><ul><li>Vertical Response </li></ul><ul><li>Constant Contact </li></ul><ul><li>AWeber </li></ul><ul><li>Mailing Manager </li></ul><ul><li>Graphic Mail </li></ul>
  69. 71. Viral Marketing <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  70. 72. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m
  71. 73. Britain’s Got Talent Susan Boyle Over 70m viewings in 1 week Link to YouTube clip of Susan Boyle
  72. 75. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  73. 76. Blogging – Where
  74. 77. Social Networks Business Networks
  75. 78. Facebook IS Shirley Crabtree
  76. 79. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 550m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 145m </li></ul><ul><li>LinkedIn – 75m </li></ul>
  77. 80. TWITTER
  78. 81. Twitter – Micro Blogging or Social Networking
  79. 83. Video Marketing <ul><li>YouTube – 2Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  80. 84. Your Video Video Marketing
  81. 85. Link to What the heck is Social Media?
  82. 86. Guerrilla E-Marketing Coming soon to a venue near you Guerrilla e-marketing Join the r-evolution
  83. 87. How to eat an elephant
  84. 88. How to eat an elephant <ul><li>Ask others in the business or close </li></ul><ul><ul><ul><li>Geeks </li></ul></ul></ul><ul><ul><ul><li>Family </li></ul></ul></ul><ul><ul><ul><li>Children </li></ul></ul></ul><ul><li>Upskill Yourself & Your Team </li></ul><ul><ul><ul><li>LMAS </li></ul></ul></ul><ul><ul><ul><li>Strategic Development </li></ul></ul></ul><ul><li>Bring in the Experts </li></ul><ul><ul><ul><li>Networking </li></ul></ul></ul><ul><ul><ul><li>Consultants </li></ul></ul></ul>
  85. 89. What’s Next? <ul><li>Critically assess your site </li></ul><ul><li>Research keywords thoroughly </li></ul><ul><li>Ensure your keywords are in the right places </li></ul><ul><li>Monitor performance Google Webmaster Tools Google Analytics </li></ul><ul><li>Continually monitor your site’s ranking and make improvements where possible </li></ul>
  86. 90. Resources <ul><li>Google Webmaster Resources </li></ul><ul><li>Search Engine Watch – everything you need to know about SEO </li></ul><ul><li>Market Leap – find out who links to you AND your competitors </li></ul><ul><li>Google Keyword Tool – choose relevant keywords </li></ul><ul><li>Drayton Bird – Direct Marketing genius </li></ul><ul><li>Perry Marshall – FREE Google Adwords course </li></ul><ul><li>Cardell Media – Marketing Guru, loads of FREE stuff! </li></ul><ul><li>Bruce Clay – More excellent SEO information </li></ul>
  87. 91. Support and Advice Andy Poulton Business Link T: 01793 20 80 99 M: 07966 547146 E: [email_address]