Where to Focus your Marketing Effort                        If you’re                        smart…
WHAT ARE THE OPTIONS     ANYWAY?
Internet Marketing•   Search Engine Marketing•   Content Marketing•   Email Marketing•   Social Media Marketing•   Affilia...
WE SAY IT’S       SEARCH ENGINE MARKETING                 SEO (Organic)                PPC (Paid Search)… the databacks th...
ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for guessing…
Introductory NoteWe looked at over 3.2 million* visits to Irish     websites over the first half of 2012. 88% of the traff...
SEARCH TRAFFICMeat and Potatoes
Who’s looking?                           63           %                           Average per site64             %of total...
ORGANIC SEARCHThey come to you from Google  without you paying for it…
Well Actually…82            %of total search traffic(53% of total traffic)76            %average per siteStill organic tho...
PAID SEARCHGoogle Adwords and other PPC         programs.
Who are you paying for?18            %of total search traffic-average per site is thesame.
DIRECT TRAFFICBut direct from where?
Direct Traffic: is it from space?• The problem with direct  traffic is that we don’t really  know where it comes from or  ...
How many space visitors? 23             % of total website traffic                            19           %              ...
REFERRAL TRAFFICWho sends people your way?
Referral: Who sent who?                                                                 1.3%11             %Total website ...
More Aliens?               Nope…               On average   17                 %               of total referral traffic c...
BOUNCE RATES…
73%                   TwitterWho bouncesthe most?                              66%          60%                LinkedIn   ...
MOBILE OR PC?
We’re still                and smug       PCs Still87       %                    Dominateof the Market                    ...
FIRST OF ALLYou have to be ON the internet
THE PROBLEMWith Internet Marketing
How it often happens• Buy a domain and  hosting.• Build a lovely looking  website.• Why aren’t the  customers here?• Inter...
WEBSITE IS NOT INTERNET      MARKETING  Website is only your store…           …sort of
Lovely shop front but 80% never see it
They might see the shelf
Most likelythey’ll arriveon the thingthey werelooking for……and thenleave straightaway.
INTENTION DRIVEN MARKETING  People are looking to have their          problem solved
Do you have the answer?• It’s not about displaying your wares.  – People don’t care about your product  – Only that it sol...
CONTENT MAY BE KING    Context is Queen
Site Structure &Conent• Must reflect what people are looking for?  – For Paid and Organic Search• Use the Keyword Tool to ...
Blogging – Article writing• Not about your lunch…• Solving problems of interest to your target  market• NOT just about you...
Other Forms of Marketing• Email  – Dependent on having a list  – Use it to drive people to website• Affiliate Marketing• D...
THE RISE OF SOCIAL MEDIA
Referral: Who sent who?                                                                 1.3%11             %Total website ...
Social Media•   Not as simple as it seems•   Publisher model•   Content Quality is vital•   Earn the right to advertise/pi...
Social Media• Facebook  – Consumer• Linkedin  – Professional• Twitter  – Both – Engagement is difficult
FOCUS ON THE GREATEST GAINS
Getting Started•   Focus on SEM – Greatest benefit•   Do your research•   Get your site structure and content right•   Wri...
BE PREPARED TO INVEST Time, Energy & Resources In your Digital Marketing
David & AntonDavid founded Primary Position in 2004     Anton joined Primary Position in 2011after running one of Ireland’...
WE DO THIS STUFFDigital Marketing Agency
What Primary Position Does•   Digital Strategy•   Search Engine Optimisation (SEO)•   Pay per click Advertising Management...
Well, get in touch then…www.primaryposition.comInfo@primaryposition.com
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Internet and Online Marketing | SEO Ireland

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How to prospect and build an inbound marketing campaign based on Content SEO - based on real data from Irish Websites and our own strategies

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Internet and Online Marketing | SEO Ireland

  1. 1. Where to Focus your Marketing Effort If you’re smart…
  2. 2. WHAT ARE THE OPTIONS ANYWAY?
  3. 3. Internet Marketing• Search Engine Marketing• Content Marketing• Email Marketing• Social Media Marketing• Affiliate Sales• Display Advertising
  4. 4. WE SAY IT’S SEARCH ENGINE MARKETING SEO (Organic) PPC (Paid Search)… the databacks this up
  5. 5. ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for guessing…
  6. 6. Introductory NoteWe looked at over 3.2 million* visits to Irish websites over the first half of 2012. 88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors. *a U.S. equivalent would be approx 280m (Ireland is small)
  7. 7. SEARCH TRAFFICMeat and Potatoes
  8. 8. Who’s looking? 63 % Average per site64 %of total website traffic
  9. 9. ORGANIC SEARCHThey come to you from Google without you paying for it…
  10. 10. Well Actually…82 %of total search traffic(53% of total traffic)76 %average per siteStill organic though…
  11. 11. PAID SEARCHGoogle Adwords and other PPC programs.
  12. 12. Who are you paying for?18 %of total search traffic-average per site is thesame.
  13. 13. DIRECT TRAFFICBut direct from where?
  14. 14. Direct Traffic: is it from space?• The problem with direct traffic is that we don’t really know where it comes from or what affects it.• A large percentage of it is company employees.• We attribute the rest to Extra Terrestrials
  15. 15. How many space visitors? 23 % of total website traffic 19 % average per site
  16. 16. REFERRAL TRAFFICWho sends people your way?
  17. 17. Referral: Who sent who? 1.3%11 %Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site18Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
  18. 18. More Aliens? Nope… On average 17 % of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
  19. 19. BOUNCE RATES…
  20. 20. 73% TwitterWho bouncesthe most? 66% 60% LinkedIn 43% Facebook Other Referral 38% Search
  21. 21. MOBILE OR PC?
  22. 22. We’re still and smug PCs Still87 % Dominateof the Market We’re just And you’re both PCs by 13 % the way… #justsayin For now… Anyone seen BB?
  23. 23. FIRST OF ALLYou have to be ON the internet
  24. 24. THE PROBLEMWith Internet Marketing
  25. 25. How it often happens• Buy a domain and hosting.• Build a lovely looking website.• Why aren’t the customers here?• Internet marketing doesn’t work??
  26. 26. WEBSITE IS NOT INTERNET MARKETING Website is only your store… …sort of
  27. 27. Lovely shop front but 80% never see it
  28. 28. They might see the shelf
  29. 29. Most likelythey’ll arriveon the thingthey werelooking for……and thenleave straightaway.
  30. 30. INTENTION DRIVEN MARKETING People are looking to have their problem solved
  31. 31. Do you have the answer?• It’s not about displaying your wares. – People don’t care about your product – Only that it solves there problem• What are people searching for that you could be a solution to?• Use that as your guide for internet marketing
  32. 32. CONTENT MAY BE KING Context is Queen
  33. 33. Site Structure &Conent• Must reflect what people are looking for? – For Paid and Organic Search• Use the Keyword Tool to see real searches around your industry• Check the search volumes
  34. 34. Blogging – Article writing• Not about your lunch…• Solving problems of interest to your target market• NOT just about you. If you work in Disaster Recovery solutions. – Hurricane Sandy is of interest – Changes in Cloud Computing are of interest too
  35. 35. Other Forms of Marketing• Email – Dependent on having a list – Use it to drive people to website• Affiliate Marketing• Display Advertising – CPM – Same principle as Print
  36. 36. THE RISE OF SOCIAL MEDIA
  37. 37. Referral: Who sent who? 1.3%11 %Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site18Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
  38. 38. Social Media• Not as simple as it seems• Publisher model• Content Quality is vital• Earn the right to advertise/pitch
  39. 39. Social Media• Facebook – Consumer• Linkedin – Professional• Twitter – Both – Engagement is difficult
  40. 40. FOCUS ON THE GREATEST GAINS
  41. 41. Getting Started• Focus on SEM – Greatest benefit• Do your research• Get your site structure and content right• Write quality targeted content – Supports SEM, Social and everything else
  42. 42. BE PREPARED TO INVEST Time, Energy & Resources In your Digital Marketing
  43. 43. David & AntonDavid founded Primary Position in 2004 Anton joined Primary Position in 2011after running one of Ireland’s largest as a partner, having previouslysoftware development houses for several launched and grown several techyears having previously worked for DELL. startups an international eventsDavid is recognised as one of one of the business and a local newspaper. Antonforemost Search Marketers in Ireland brings considerable strategic experience to the team.
  44. 44. WE DO THIS STUFFDigital Marketing Agency
  45. 45. What Primary Position Does• Digital Strategy• Search Engine Optimisation (SEO)• Pay per click Advertising Management (PPC)• Content Marketing• Online Branding, PR and Reputation Management• Social Media Strategy + Management
  46. 46. Well, get in touch then…www.primaryposition.comInfo@primaryposition.com

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