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Search Congress Barcelona 2009 Steak V2


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Search Congress Barcelona 2009 Steak V2

  1. 1. Successful Search Engine Optimisation Neil Stickells, Head of Search & Media
  2. 2. Agenda <ul><li>Why you need Search Engine Optimisation </li></ul><ul><li>How to use SEO to drive more business </li></ul><ul><li>Tools to help </li></ul><ul><li>Tips to get started </li></ul>
  3. 3. Introduction <ul><li>Neil Stickells </li></ul><ul><ul><li>Ten years experience in search and online </li></ul></ul><ul><ul><li>Head of Search & Media </li></ul></ul><ul><ul><li>Developing and running search campaigns around the world </li></ul></ul><ul><li>Steak </li></ul><ul><ul><li>Full service digital agency </li></ul></ul><ul><ul><li>Offices in London, New York and Melbourne </li></ul></ul>
  5. 5. It's tough to cut through the marketing clutter
  6. 6. Search is the primary path to online content Source: Forrester Research
  7. 7. … and a valuable part of your marketing strategy “ From which tactics do you see the best ROI?” Source: MarketingSherpa, “Ad:Tech Year-End Survey”, December 2006 49% 47% 45% 13% 11% 52% 47% 33% 16% 10% Paid search ads E-mail: house lists SEO Sponsored e-mail E-mail: rented lists 2006 2005
  8. 8. How valuable? <ul><ul><li>UK search market was worth an estimated £2.22billion in 2007 up from £1.41bn in 2006* </li></ul></ul><ul><ul><ul><li>Value of SEO market was £250m, up 68% from 2006 </li></ul></ul></ul><ul><ul><ul><li>SEO spending grew faster than paid search last year </li></ul></ul></ul><ul><ul><ul><li>SEO services represent around 11% of the overall search market </li></ul></ul></ul><ul><li>36% of searchers believe that the companies whose websites are at the top of the search results are the top brands in their field** </li></ul><ul><li>*Source: eConsultancy </li></ul><ul><li>**Source: JupiterResearch/iProspect, Search Engine User Behavior Study </li></ul>
  9. 9. Some more numbers… <ul><li>256m people visited a search engine in December 2006 – this represents 81% of global internet users.  [Source: Nielsen/NetRatings via Search Engine Watch, March 2007] </li></ul><ul><li>The global search audience has grown by 10% over the last year, while the total Internet audience grew 8%. </li></ul><ul><li>Search is most popular in the UK (85%), France (83%) and Spain (83%) . </li></ul>
  10. 11. Mastering search results is getting harder Buy Buy Submit Optimise and Earn
  11. 12. Especially as we go from search as we've known it…
  12. 13. To &quot;blended&quot; results from multiple sources…
  13. 14. Including video assets, news and functionality
  14. 15. WHY SEO?
  15. 16. PAID NATURAL 30% 70%
  16. 18. Click through by position Page 1 accounts for 89.6% of all clicks 42.3 % 11.9% 8.4% 6.0% 4.9% 4.0% 3.4% 3.0% 2.8% 2.9%
  18. 20. SEO can be used to…
  19. 21. Keyword research – get it right
  20. 22. Create keyword buckets <ul><li>Select keywords through the research cycle </li></ul><ul><li>Map the keywords to the site </li></ul><ul><li>Identify content gaps </li></ul><ul><li>Benchmark performance </li></ul>EXAMPLE KEYWORD BUCKETS Company brand Product brand Competitor brands Top level generic Product specific Content specific Miss-spellings
  21. 23. Drive high volumes of traffic <ul><li>Target the generics </li></ul><ul><li>It takes time </li></ul>
  22. 24. Pre-qualified sales leads <ul><li>Longer tail keywords </li></ul><ul><li>More targeted </li></ul><ul><li>Easier to rank </li></ul><ul><li>Don’t forget local searches </li></ul>
  23. 25. Increase brand-awareness <ul><li>Search marketing is crucial in building brand awareness and driving offline sales for Consumer Packaged Goods Companies. </li></ul><ul><li>Source: comScore/SEMPO, October 2007 </li></ul><ul><li>71% of users expect leading brands to be on top of the search results page </li></ul><ul><li>Source: comScore, US, CPG study, October 2007Jupiter Research </li></ul>
  24. 26. Natural & Paid Search Together Source: Enquirio/Ipos Interactive Services Brand traffic is usually the largest traffic driving keyword in search Co-ordinate the natural and paid brand campaigns
  25. 27. Ensure brand protection <ul><li>&quot;Google is not a search engine. </li></ul><ul><li>Google is a reputation-management system.&quot; </li></ul><ul><li>Use web properties to dominate the 1 st page </li></ul><ul><li>Structured correctly and the first page will be controlled </li></ul><ul><li>Use SEO to reduce visibility of any negative material ranking on your brand terms </li></ul>
  26. 28. Improve public relations <ul><li>Understand the search results </li></ul><ul><li>Monitor the buzz around your brand, products, services </li></ul><ul><li>Use online PR to lessen the impact </li></ul>
  27. 29. Increase website-usability <ul><li>Usability and crawlability go together </li></ul><ul><li>Make it easy for spiders to: </li></ul><ul><ul><li>crawl the site </li></ul></ul><ul><ul><li>access the content </li></ul></ul><ul><ul><li>find all the pages </li></ul></ul>
  28. 30. Increase website-usability <ul><li>By considering: </li></ul><ul><ul><li>Site structure </li></ul></ul><ul><ul><li>Code base </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><li>The benefits can be: </li></ul><ul><ul><li>Spider crawlability </li></ul></ul><ul><ul><li>Improved accessibility </li></ul></ul><ul><ul><li>Stronger user experience </li></ul></ul><ul><li>All of which can contribute to the conversion rate </li></ul>
  29. 31. 3. TOOLS
  30. 32. Tools
  31. 33. Recommended Tools
  32. 34. 4. TIPS TO GET STARTED
  33. 35. <ul><li>> Conduct keyword research </li></ul><ul><li>> Include HTML and XML sitemaps </li></ul><ul><li>> Add a robots.txt file </li></ul><ul><li>> Optimise your title tags </li></ul><ul><li>> Insert meta-tags for high level pages </li></ul><ul><li>> Write high quality, unique content </li></ul>
  34. 36. <ul><li>> Don’t ignore the internal link structure </li></ul><ul><li>> Get more from analytics </li></ul><ul><li>> Prioritise which pages you want to rank </li></ul><ul><li>> Submit to the main directories </li></ul><ul><li>> Emphasise internal education </li></ul>
  35. 37. AND FINALLY…
  36. 38. <ul><li>SEO is a long term project </li></ul><ul><li>There are no guarantees or miracle fixes </li></ul><ul><li>It is also an ongoing project – there is no end date </li></ul>
  37. 39. Thank you! Any questions? Your global search partner