BIBA Presentation - 17/05/2012


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Slides from Nigel Townend's presentation on how to "Increase Insurance Business Online With Effective Google Marketing", presented at BIBA 2012

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BIBA Presentation - 17/05/2012

  1. 1. Increase Insurance BusinessOnline With Effective GoogleMarketingNigel Townend – Business Development Manager 1 Copyright NetBooster 2011
  2. 2. Who are NetBooster?  Over 13 years market leading search experience  Specialist Search Marketing Agency  Global capacity  45 dedicated PPC specialists  40 dedicated SEO specialists  Experience in most major analytics platforms  Google Analytics Premium & Certified Partners  Recently won the 2012 Econsultancy award for innovation in Search Engine Optimisation 2Copyright NetBooster 2011
  3. 3. Experience with the following insurance brands; 3Copyright NetBooster 2011
  4. 4. Building a website and putting it online probably isn’t going to get you any business or help the businesses you may one day work for. 4Copyright NetBooster 2011
  5. 5. Your website potentially? 5Copyright NetBooster 2011
  6. 6. 73% New website visitors which come from a search engine. (Forrester) 6Copyright NetBooster 2011
  7. 7. Search Engine landscape now 7Copyright NetBooster 2011
  8. 8. Top Search Engine 8Copyright NetBooster 2011
  9. 9. The Landscape Adwords (39%) Pay Per Click Advertising Organic / Algorithmic (61%) Search Engine Optimisation 9Copyright NetBooster 2011
  10. 10. Natural Search or Organic listings Natural Search or Organic listings 10Copyright NetBooster 2011
  11. 11. Primary objectives from SEO 11Copyright NetBooster 2011
  12. 12. Annual SEO budgets 12Copyright NetBooster 2011
  13. 13. Annual SEO budget change since 2011 13Copyright NetBooster 2011
  14. 14. Search engine optimisation is not considered bad by Google… …but some search engine optimisation techniques are. 14 Copyright NetBooster 2011
  15. 15. Panda update in 2011  Google launched it‟s „high quality sites‟ algorithm  Google is looking for quality unique content relevant to the user 15Copyright NetBooster 2011
  16. 16. Venice update in 2012  Google‟s Venice update has had a large impact on how local search results are displayed in Google‟s results  Generic terms that often have local relevancy such as “Insurance broker” now seeing more local listings appearing in the place of more traditional landing pages 16Copyright NetBooster 2011
  17. 17. Penguin update in 2012  Google to penalise more sites using bad SEO methodologies  Algorithm change targeted at webspam  The change will decrease rankings for sites that are violating Google‟s existing quality guidelines 17Copyright NetBooster 2011
  18. 18. A Search Engine Optimisation campaign  How a website is constructed  What content is published  Offsite references – Links  Brand mentions  Consistent messaging across all channels  Integration with PPC, analytics and other channels 18Copyright NetBooster 2011
  19. 19. Website construction  Navigation to support the content plan  Good page speed  URL naming conventions  Coding standards  Internal Tagging (nofollows, canonicals, robots exclusions) 19Copyright NetBooster 2011
  20. 20. Navigation 20Copyright NetBooster 2011
  21. 21. Content  Onsite Product & Category Pages Sub-product pages Provider pages Long-Tail Targeting options Reviews FAQ‟s Buyers Guides  Offsite Bespoke content to target specific keyphrases Used as link bait to generate high quality links 21Copyright NetBooster 2011
  22. 22. Offsite references / Link building  It‟s all about quality and not quantity!  Relevant, valuable high quality links give most SEO benefit  Look for a mix from related sites and different types of links  Creating a natural looking profile is the corner stone to any link building strategy “Your sites ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links count towards your rating.” Source : Google Webmaster Central 22Copyright NetBooster 2011
  23. 23. Pay Per Click Advertising PPC or Sponsored links 23Copyright NetBooster 2011
  24. 24. Primary objectives from PPC 24Copyright NetBooster 2011
  25. 25. Annual PPC budgets 25Copyright NetBooster 2011
  26. 26. Annual PPC budget change since 2011 26Copyright NetBooster 2011
  27. 27. Pay per click advertising  Online Pay per click advertising is how Google makes its money  Auctioning advert placements in relation to searches  It pays for the services provided by Google for free that we may sometimes take for granted 27Copyright NetBooster 2011
  28. 28. Pay per click advertising  Tactical form of advertising  Easy to measure results  Conversion rates will vary between 3% and 1.0%  Average CPC will vary on the keyphrases targeted  “Car insurance” is about £12.50 per click  “Expat insurance” is about £6.32 per click  “Ford car insurance” is about £0.32 per click  Brand terms range from about £0.10 to £0.15 28Copyright NetBooster 2011
  29. 29. Social Media 29Copyright NetBooster 2011
  30. 30. Social Media and the insurance sector Source: GroupM Search 2011 30Copyright NetBooster 2011
  31. 31. Case studies 31Copyright NetBooster 2011
  32. 32. Link building case study  SEO client since September 2008  PPC client since September 2011  Briefed to increase the visibility of their “travel insurance” product in the natural listings 32Copyright NetBooster 2011
  33. 33. What is it worth being in position 1  The day before The Post Office moved to #1 for the target term “travel insurance”, PO were in position #8, below the fold  The day The Post Office reached #1, they had more traffic for the term “travel insurance” than they had in the previous 10 days combined for that term  Overall The Post Office had an increase in traffic of 15 fold by being position 1 for the term “travel insurance”  The Post Office also saw an uplift in traffic for other related “travel insurance” terms as well 33Copyright NetBooster 2011
  34. 34. How did we achieve it  Dedicated link building technology platform, to slash timescales and increase efficiencies  One of the UKs biggest and most experienced link building teams  Full transparency with client approval process  Strategic planning around seasonal trends  Well rounded linking strategy, leveraging competitions and bespoke content 34Copyright NetBooster 2011
  35. 35. Atlantic Shopping  SEO client since September 2010  One of the largest suppliers of bar stools online  Briefed to increase the visibility for all “bar stool” related keyphrases in the natural listings 35Copyright NetBooster 2011
  36. 36. What did it achieve  Achieved top 3 positions for over 20 keyphrases  149% uplift in non brand traffic over a 12 month period  Non brand traffic increased revenue by 139%  “bar stools" organic traffic increased 256% over the same period and revenue increased by more than 149% 36Copyright NetBooster 2011
  37. 37. How did we achieve it  Onsite optimisation to target the longtail keyphrases i.e. “red bar stool”  Ongoing support from Netbooster  Ongoing content generation strategy implemented by Atlantic Shopping  Well rounded linking strategy  Utilising bespoke interesting content written by Atlantic Shoppings internal experts and distrubited via social bookmarking sites 37Copyright NetBooster 2011
  38. 38.  SEO client since July 2011  One of the largest suppliers of scooters and roller skates online  Support and work with the web developer to create a new website that meets best practice standards and has the end user in mind 38Copyright NetBooster 2011
  39. 39. What did it achieve  440% uplift in organic traffic over a 12 month period  544% uplift in non brand traffic over the same 12 month period  "roller skates" organic traffic increased 2726% over this period  Achieved top 3 positions for over 15 non ranking keyphrases within 6 weeks of the new site going live 39Copyright NetBooster 2011
  40. 40. How did we achieve it  Deployment of our proprietary performance testing platform at strategic points in the website build  Keyword research , utilising PPC conversion data  Optimal website structure to support the content plan  Knowledgle transfer to internal team  Well rounded linking strategy 40Copyright NetBooster 2011
  41. 41. The David and Goliath approach 41Copyright NetBooster 2011
  42. 42. Longtail strategy  Target large numbers of low volume or non competitive keyphrases .i.e. Diabetic travel insurance Over 65 car insurance Thatched house insurance Life insurance without medical  This strategy requires large quantities of content  Easy to prioritise the rollout of the strategy based on core product offering, policy margin or monthly searches 42Copyright NetBooster 2011
  43. 43. Targeted niche websites 43Copyright NetBooster 2011
  44. 44. Strategy based on revenue and risk  Targeting individual keyphrases based on policy value  Require accurate analytics data  Need to review the strategy every 3 months 44Copyright NetBooster 2011
  45. 45. Summary 45Copyright NetBooster 2011
  46. 46. Summary  73% of new website visitors start with a Search Engine  The 2 primary forms of Search Engine Marketing are; Search Engine Optimisation Pay Per Click Advertising  The Broker can compete against the large Insurance Companies  Search Engine Marketing can deliver high ROI driven campaigns 46Copyright NetBooster 2011
  47. 47. Thank you Email: 01209 722340 Please visit Netbooster on stand B30 47Copyright NetBooster 2011