Business Link North East Internet Marketing and SEO Training

SEO and Internet Marketing Training

Your Trainers
• Andy Atkins
» MD of Web Kinetics (Part of the MBL Solutions Network)
» 10+ years experience in online marketing
• Peter Wilson
» Head – Paid Search & Affiliate at MBL Solutions
» 10+ experience with brands such as Shell, Lycos,
Capital One

An Action-
Packed
Agenda
• Introduction to Internet Marketing
• SEO – What, Why and How…..
• Good, Bad and Ugly - SEO Example
• Online Advertising – Adwords, Banners, etc.
• Form-filling & Lunch
• Social Media – What, Why and How….
• Online PR – Where & How
• Email Marketing – Making it Work
• Web Analytics – Theory & Practice
Along the way – some exercises, group work and a few laughs!

Objectives
for Today
• Understand the Key Methods for Generating Relevant
Online Traffic
• Be able to understand and challenge the advice of web
professionals
• Understand the Effective Use of the Internet for marketing
& Communication
• Understand Online Methods for Gaining & Retaining
Customers
• Know how to Interpret Standard Web Metrics

What is
Internet
Marketing?
Marketing, via the internet, of
goods, services or assets that
exist either online or offline
(or both!)
However, there is often leakage into the offline
marketing world (e.g. PR)

Key Components –
Website-centric
Model
WEBSITE

Key Components –
Website-centric
Model
WEBSITE
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising

Key Components –
Website-centric
Model
WEBSITE
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
BLOG
Blog
Directories

Key Components –
Website-centric
Model
WEBSITE
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
BLOG
Blog
Directories
SOCIAL
NETWORKS

Key Components –
Website-centric
Model
WEBSITE
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
BLOG
Article
Submission
Image
Submission
Video
Submission
Blog
Directories
SOCIAL
NETWORKS

Key Components –
Website-centric
Model
WEBSITE
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
BLOG
Directory
Submissions
Partner
Links
Article
Submission
PR
Distribution
Image
Submission
Video
Submission
Blog
Directories
SOCIAL
NETWORKS

Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites

Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites
HIGH INVOLVEMENT

Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites
HIGH INVOLVEMENT
PR
Distribution
Blog
Directories
Article
Submission
Partner
Links
Directory
Submissions
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
LOW INVOLVEMENT

Before you
Start
• What do you want the site/content to do for you?
• Who do you want to visit?
• What do you want it to do for the visitor – what
do you want them to see? (Immediately)
• Where do you want to take them with one click?
• What do you want the visitor to do – the Action?

Which
Keywords?
• High traffic and/or Niche Keywords?
• What do the competition target?
• Which terms are most relevant to your
industry?
• Which terms are most relevant to your
site?

Search Engine
Basics
Data Collection (Spiders and ‘Bots)
• URL
• Page Title (c. 60 characters)
• Meta Description (c. 160 characters)
• Meta Keywords???
• H1 Header
• Text content
• Image Alt Tags
• Internal Links
• External Links
• Site Map

Webpage –
Visible
Anatomy
Business Skills and Training
Breadcrumb
Search
Header
Navigation
Content
Internal
Links
External Links
H1 Header

Webpage –
Hidden
Anatomy
<head><title> Training Courses and workshops for business - North East BIC
<meta id="ctl00_head_metaDescription" name="description" content="Training in marketing,
law, IT, business planning and finance. Training courses and workshops for small business run
by the BIC. NVQ Assessment Centre and Business Link approved"></meta>
<meta id="ctl00_head_metaKeywords" name="keywords" content="north east training,
training providers north east,sunderland,be your own boss,stimulating software innovation,
software ventures,marketing magic,newcastle enterprise package,flexible families,marketing training,
law training,it training,business planning,accounting courses"></meta>
<h1>Business Skills and Training</h1>
<img src="/images/hotlink_button.png" alt="More information"
Page Title
Meta Description
Meta Keywords
H1 Header
Image
Alt Tag

Sitemap
<urlset>
<url>
<loc>http://www.ne-bic.co.uk/default.aspx</loc>
<lastmod>2009-08-27</lastmod>
<changefreq>weekly</changefreq>
<priority>1.0</priority>
</url>
<url>
<loc>http://www.ne-bic.co.uk/business-space.aspx</loc>
</url>
<url>
<loc>http://www.ne-bic.co.uk/conference-facilities.aspx</loc>
</url>
<url>
<loc>
http://www.ne-bic.co.uk/business-support-services.aspx
</loc>
</url>
<url>
<loc>
http://www.ne-bic.co.uk/business-skills-and-training.aspx
</loc>
</url>

Search Engine
Basics
Data Delivery
• Algorithms
• Relevance
• Primary vs. Supplementary Index
• Site ‘Theme’

The
Structure of
Ranking
On Page Elements
Site Structure
Site Theme
Page Structure
Page Content
Meta Data
Off Page Elements
Links Strategy
PPC Campaigns
Social Media
Domain Name 40% Ranking
Significance
60% Ranking
Significance

Key SEO
Elements –
On-Page
• Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk)
• Good page title and meta description
• Good meta keywords??? (search terms)
• Great content
• H1 Headers
• Image tags and descriptions
• Internal links

Key SEO
Elements –
On-Page
• XML Sitemap
• Regular Change
• Avoiding ‘clever code’
• Age of Domain
• Site Theme & Authority

Key SEO
Elements –
Off-Page
• High quality Inbound Links from other Websites
• Links from social media sites
• Links from high-ranking directories
• Links on Article Distribution Sites
• Links on Press Release Distribution Sites
• Avoiding ‘spammy’ or non-relevant links

Marketing
Elements of a
Great Website
• Theme
• Authority
• Highly-relevant and segmented content
• Competitor-referenced
• Search-engine verified and submitted
• Meta and H1’s for at least Homepage & Tier 2 pages
• Lots of inbound links from relevant, quality sources
• Lots of self-generated inbound content

How to speed
up visibility
• Sponsored links – e.g. Google Adwords
• Email newsletters
• Listing on appropriate websites (stockist or partner listings, etc.)
• Linking in general
• Putting your website address on everything!

Assessing
Progress
• Search Engine Ranking
• Basic Stats. (hits, page requests, unique visitors) + Bounces
• Page Rank
• Back links analysis
• Indexing frequency
• Analytics Software

Peter Wilson
Online Advertising

Online
Advertising
Models
Pay-per-Click
Affiliate Platforms
Display Ads

Affiliate
Model
YOU
Affiliate
Network
Super
Affiliates
Small
Affiliates
Web Users
multiple
online
channels
multiple
online
channels
Promotional Plans,
Commissions &
Management Fees
Promotional Plans,
Commissions &
‘Specials’
Promotional Plans
& Commissions
Tracking
TRAFFIC

Types of
Affiliate
• PPC Affiliates
• Cashback
• Voucher Code
• Social Media
• Niche / Blog
• Price Comparison
• Pure Content
• Arbitrage

Affiliate
Pro’s & Con’s
Pro’s
• Instant online sales network
• CPA model means you only
pay when a sale is made
• Good affiliates will drive
substantial levels of
conversion
• Good networks have
comprehensive marketing
and monitoring tools
• Increases your internet
visibility vs. the competition
Con’s
• Only really effective for
‘packaged’ goods and
services
• Very focused on
consumer markets
• Reporting isn’t 100%
accurate
• Relatively high ‘entry
costs’
• Significant time required
to manage the network

Display – A Muddled
Picture!
Display advertising can be the result of affiliate programmes, some
PPC campaigns, working via an advertising network or bought
direct from a site owner. It’s usually bought on a CPM
(sometimes CPC basis).

• Think first about the kinds of
sites that will be most useful
to YOU….
1. Visitor types and reason for visiting
2. Levels of traffic
3. Affordability
• Identify how key sites operate
their advertising
1. Niche markets often rely on site-run advertising
2. Is there a dominant website/ad network in the sector?
3. What types of ad stand out visually and in terms of message?
• Get a costed proposal from an
ad network, even if it’s only to
provide insight
• Apply the usual rules to your
advertising (clear, competitive
Display – A
Muddled Picture!

PPC
Advertising
• Google Adwords or Bing/Yahoo AdCenter
• Google has a 80%+ share of UK search volumes
• AdCenter has better conversion rates

‘Hydraulic
Bolting
Systems’

PPC
Advertising
• Should be called ‘search advertising’
• Provides immediate high-ranking visibility and message
• Usually costed on a cost-per-click basis, but ‘content network’ can
be bought on a cost-per-thousand impressions basis
• Search advertising requires careful management to ensure cost-
effectiveness
• Click costs are extremely ‘search term dependent’ i.e. a click can
cost 10p in one market and £10 in another!
• Both networks have very comprehensive control systems for both
spend management and campaign analysis……

How do you
Start (Google
example)?
1. Set up a Google Account
2. Add Adwords to the account (need credit card)
3. Set basic settings (language, network, budget, etc.)
4. Write ad text
5. Choose keywords/phrases (after researching them) and
max. PPC
6. GO LIVE!
7. Monitor and change…..and monitor and change……or
stop!

Key Paid
Search
Metrics
• Clicks
• Impressions
• Cost
• Bounce Rate
• Pages per Visit/Time on Site (need analytics link)
• Goals (site-specific and need analytics link)
• Conversions

Using
PPC/Search
adv.
Effectively
• Launches (products, services or a website, etc.)
• Promotions or events
• Secondary or ‘Long-tail’ Keywords (not on the SEO list)

‘Long-tail’
Keywords
Search Terms Used
Number
of
Searches

Using
PPC/Search
adv.
Effectively
• Launches (products, services or a website, etc.)
• Promotions or events
• Secondary or ‘Long-tail’ Keywords (not on the SEO list)
• Low-cost keywords
• To ‘spike’ competitors
Remember – Paid Search is very context-dependent,
so plan and measure carefully!

Free Training +
Free Lunch =
Form-Filling!

Now where
are we?
Targetometer

Social Media
Sharing – is there a point for
business?

Is there a
point?
• Atlantic Telegraph 1856
Oscar Wilde was asked what he thought of this amazing
media innovation. “it depends whether they have
something interesting to talk about”
• Michelin 1900
1. Food (tyres get you there)
2. Useful
3. Participation
4. Free
5. Show (advocate)
6. Bibendum had his own newspaper column

Social Media -
What is it?
• Social Networking
– Communications between people with similar interests
• Social media
– The online tools which allow this to happen
• What are we trying to do?
– SEO and Linking
– Create a web presence
– Develop brand positioning – especially extension
– Encourage and manage the discussion and
communications about our brand and products online
– Advocates and Viral

Social Media
Issue No. 1
Social Media is not homogenous, so it’s a nonsense to
talk of ‘doing social media’….

Social Media
Issue No. 2
It’s easy to get carried away with the ‘latest big thing’

‘On-Board’ or
‘Left on the
Dock’

Social
Media- How
Big is It?
• Facebook now has 23 million UK users (Feb 2010)
• LinkedIn continues to grow with 45 million global
members and 1.8 million UK visitors per month
• YouTube should serve 75 billion video streams to 375
million viewers in 2010
• Social media is now the No.2 online activity for UK
internet users, beating email usage, and just behind
search engines!
• 77% of active internet users read blogs regularly
• Over half of internet-using adults maintain a social
network profile
• Facebook’s core UK user is in the 25-34 age group

Are they all
doing the
same things?
• Spectators
– Reading, watching, listening
• Joiners
– Signing up for networks
• Collectors
– RSS tagging
• Critics
– Commenting / reviewing
• Creators
– Publishing

• Blog
• Squidoo lens
• MySpace
• Facebook Page
• LinkedIn
• Tagging (delicious, stumbleupon, Digg)
• You Tube
• Slideshare
• Flickr
• Twitter
• Article Sites
• PR Sites
• Tradespace
• Niche - Home Business Network / Mothers / etc..
• Micro sites

Blog and
Blogging
• Easy to build – Wordpress
• On site or off site?
• Searchable content
• Blog Directories/ Other blogs/ Your own site
• Be interesting / not salesy
• Couple of times a month

Social Media
What Can You
Do With It?
• Linking value for search engine rankings (“no-follow” issue)
cooksandkitchens.co.uk
Link Type
Well-sauted Blog
Dailymade Blog
Fatlemon Blog
Caked Crusader Blog
Article Hut Article Directory
Buzzle Article Directory
Ezine Article Directory
Squidoo Expert UGC community
Stumbled-Upon Bookmarking Site
Slideshare Presentation Community
MumsNet Community
Hitched Community
Brownbook Business Review Site

Social Media
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries (search term ‘webkinetics’)
Position Type
1 Website
2 Website
4 Twitter
5 Slideshare
7 Blogstorm
8 FreeIndex
9 YouTube
10 PRLog
11 Flickr
12 Twitter
14 Facebook
15 Brownbook

Social Media
What Can You
Do With It?
• Additional Search Engine Entries
• Establishing Credentials as a Sharer/Innovator

Social Media-
What Can You
Do With It?
• Targeting a particular group or type of customer/user
• Developing segmented communications

Strategic
Social Media
Marketing

Social Media-
What Can You
Do With It?
• Branding opportunities – innovative, sharing
• Respond to customer/press comments

Snatching Success
from the Jaws of
Social Media Disaster

Social Media-
What Can You
Do With It?
• Branding opportunities – innovative, sharing
• Respond to customer/press comments
• Create news/noise

Who?
• Interested customers
• Regular users
• Fans
• We turn them into advocates
• Could be niche

What Might
WE Use for a
Client?
• Blog (with links to your site)
• Squidoo lens
• MySpace
• Facebook Page
• LinkedIn
• Tagging (delicious, stumbleupon,
Digg)
• You Tube
• Slideshare
• Flickr
• Twitter
• Article Sites
• PR Sites
• Tradespace
• Niche - Home Business Network /
Mothers / etc..
• Micro sites

Social Media-
How to
Approach It….
1. Understand what the major platform types offer and how
they work
2. Decide if social media might play a part in achieving your
marketing objectives
3. Decide which platforms are most relevant to you and your
online objectives
4. Establish an activity plan based on exactly what you want
each platform to deliver
5. Accept that most effective social media activity involves
continued interaction i.e. time &/or money

Your Social
Media Task
• You are an insurance company which sells to clowns –
Clowns Insurance
• How would you use You Tube to promote the company or
services. What creative ideas have you got?
• The best idea will win a prize at the end of the series of events.

Other Ways of Getting
Their Attention

Public
Relations
• Management of communications through 3rd
parties especially
opinion formers through editorial
• Blurring of boundaries
– Opinion formers and now bloggers and advocates (creators)
– We can create editorial

Public
Relations
• Regular website review columns
• News editorial
– Exciting picture
– Web traffic news
– Changing trends
– Feedback
– New web service

Email DM
• Responsive
• Cost effective
• Directs traffic to your
site
• Builds membership
• Fantastic stats

Email is
measurable
• Depending on the tool you’re using
• Open Rates
• Clicks
• Bounces
– Soft
– Hard
• Issues
– Getting through
– Getting opened
– Getting a response

Email
success
• Hosting and Technical
– Authenticated**
– Blacklists
• Data
– Sign up process
– Legal and Unsubscribe**
– Personal**
– Viral

Email
success
• Design and Content
– Subject line
– Calls to action
– Relevance and targeting
– Spam words**
– Pictures v words**
– Preview pane
• Technical
– Coding
– Rendering

A typical
decision
process
Awareness
of the need
Awareness
of suppliers
Build relationship
with suppliers
(brands)
SALE!
Aftersales
and support
Detail
information
stage
Confirmation
and
reassurance

Incentivise
the visit
• Information or white
papers
• Join club
• Offers and discounts
• Opinions and blogs
• Editorial and comment

Marketing
Rule Number
1
• Marketing now is very much about good data and building
relationships
• Good data beats everything
• Best data is the data you collect (websites [and events] are great at
this)
• Then you’re in control of communications and relationship building

Web Analytics-
Some
Questions….
• What are they?!
• Are analytics packages any good?
• What are the important metrics?
• Can you do everything with a free tool like Google Analytics?
• What can you do once you have the information?
• Is it worth the time and effort?

A Definition
Web analytics is the measurement, collection, analysis and reporting of
internet data for the purposes of understanding and optimizing web usage.
Web analytics is not just a tool for measuring website traffic but can be
used as a tool for business research and market research. Web analytics
provides data on the number of visitors, page views, etc. to gauge the
popularity of the sites which will help to do the market research.
There are two categories of web analytics; off-site and on-site web
analytics.
‘Wikipedia’

Analytics
Packages
• Who uses one?
• Which one?
• What information do you use it for?
• What do you do with the information?
• What doesn’t it tell you?

What Do We Want
to Know? On-Site
Analytics
Hits, Page Requests, Unique Visitors?

• Hits, Page Requests,
Unique Visitors?
• Where did they come
from (search, twitter
feed, newsletter, ad.,,
geography, etc.)?
What Do We Want to Know? On-Site Analytics

What Do We Want
to Know? On-Site
Analytics
• Hits, Page Requests, Unique Visitors?
• Where did they come from (search, twitter feed,
newsletter, ad.,, geography, etc.)?
• What search terms generated visitors?

What Do We Want
to Know? On-Site
Analytics
• What did they do on the site and how long did they stay?

What Do We Want to
Know? On-Site
Analytics
• What did they do on the site and how long did they stay?
• Did we convert anyone (download, email capture, sale)?

BUT HOW DO YOU USE
ANALYTICS TO
ACTUALLY IMPROVE A
PAGE?

What Do We Want to
Know? On-Site Analytics-
Page Analysis
• Keyword analysis
• Competitor Comparison
• Content Analysis
• Coding Analysis

What Do We Want to
Know? Off-Site
Analysis
• Overall Context

What Do We Want
to Know? Off-Site
Analysis
• Overall Context
• Rankings for Target Keywords

What Do We Want
to Know? Off-Site
Analysis
• Overall Context
• Rankings for Target Keywords
• Inbound Links (No. & Quality)

Summary of
our journey• Searching:
– SEO
– Adwords
– (Affiliate)
• Passing By
– Advertising
– Social Networks
– Bookmarking
– Blogs
– Affiliate
• At Home
– Email
– Advertising
– PR

Simple
Summary
Relevance
Content
Interaction
Connections

Business Link North East Internet Marketing and SEO Training

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