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AMCHAM - Online marketing and how to make your website your best employee

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AMCHAM - Online marketing and how to make your website your best employee

  1. 1. Grow your ideas with: Web Courses Bangkok www.WebCoursesBangkok.com
  2. 2. Welcome AMCHAM I am. Carl Heaton Managing Director, UN Consultant and slightly bald Mancunion 17 years, 1000+ websites, 2.4 M baht, 2 free pizzas
  3. 3. In todays talk: I like to concentrate more on the how than the why... • What is new for Online Marketing in 2014 – DON’T’s and DO’s • How to make the company website your best employee – Question and Answers • Case studies and examples • Question and Answers
  4. 4. New for 2014 • Latest Google Penguin update 5th Oct 2013 • Penguins VS Humming birds? • Keywords on the chopping block • Less importance to Google Authorship • Social Signals are vital • If you’re not on the map your MIA
  5. 5. With the recent updates Google has been aiming it’s sights on websites that try to spam search results with things like low quality content and links.
  6. 6. Some Dont’s Don’t buy, swap, spin articles or use commenting to gain links. If you have you will need to disavow them now!
  7. 7. Some Dont’s Don’t write content for search engines, write it for people. If you over do your optimisation you will be penalised.
  8. 8. Some Dont’s Don’t hide content, use too many keywords or advertise too much Google is cleverer than you, face it and work with them.
  9. 9. Some Do’s Gain links organically through outreach or just being good at what you do. Let’s see some examples shall we...
  10. 10. REF: http://travel.cnn.com/bangkok/play/where -get-artistic-bangkok-571972
  11. 11. Some Do’s Write content that answers questions. E.g. “10 ways our business saved on accounting bills” Share your knowledge and experience, it will attract links.
  12. 12. Some Do’s Be honest with your visitors. Talk to them is if they are face to face. Use a simple rule of Who, What and Do. We all know what a spammy website looks like!
  13. 13. Some Do’s Be honest with your visitors. Talk to them is if they are face to face. Use a simple rule of Who, What and Do. We all know what a spammy website looks like!
  14. 14. Make your site your best employee Now we know what these updates are about how do we thrive not just survive. • KEEP IT UP TO DATE! • Quality content that answers a question or gives a unique point of view • Earn follow organic links from relevant and quality websites • Use social networks to connect to your current and potential customers using the following rule • Spend 90% of the time being a real person • Use 10% of your time promoting.
  15. 15. <strong> is the winner! Google’s move to give keywords “the chop” started with making all organic searches secure. This meant we could no longer see in analytics what keywords users used to find our content. That’s why we don’t use <b> anymore!
  16. 16. In short: Use Topics not Keywords • Example “Comparing Bangkok hotels” – – – – – Marriott vs Hilton? Locations Events and seasons Tours and activities Reviews!
  17. 17. Social Sharing Social Targeting Newsletter Banner Advertising Outreach Pay Per Click Guest Posting
  18. 18. Ranking Factors: Social Signals Matter Ref Jan 2014 : http://www.searchmetrics.com/
  19. 19. Local Search is Massive • Map, telephone and reviews shown in local searches. • Your content given more rank for local searches • Google Maps is the most used mobile app in Q2 2013
  20. 20. Dear Website,
  21. 21. Thank you Hope you enjoyed that rant!

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