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Trade Only11 S2 Seo Graham Hansell Sitelynx.Com


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Slides from the second session at the Trade Only National Show at the Jaguar Exhibition Hall, Ricoh Arena, Coventry on 26th and 27th January 2011, the Trade Only National Show is the UK\'s biggest for promotional products, corporate clothing and related services

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Trade Only11 S2 Seo Graham Hansell Sitelynx.Com

  1. 1. Search Engine Marketing Tools & tips to help your Search perform better January 201 1
  2. 2. Introductions: Graham Hansell [email_address] connect:
  3. 3. Our credentials in Search Media Partners Clients
  4. 4. Agenda <ul><li>Search Engine Marketing </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><ul><li>SEO Signals </li></ul></ul><ul><ul><li>SEO Team </li></ul></ul><ul><ul><li>What needs to change </li></ul></ul><ul><ul><li>Measurement and results </li></ul></ul>
  5. 5. How big is Web Search <ul><li>1.4 Billion people use Search each month </li></ul><ul><li>114 billion searches per month in the World </li></ul>
  6. 6. Web Search & Marketing <ul><li>60% of people remember websites they visited through search engines </li></ul><ul><li>1 in 3 (34%) adults have searched for a brand that they have seen advertised </li></ul>
  7. 7. Searching in the Zone Unknown Zone Elizabeth Van Courvering - Media@LSE Known Zone Home Zone Search Engine Email Social 70% 30%
  8. 8. Types of searchers & searches <ul><li>Browsers (building their knowledge) </li></ul><ul><ul><li>Looking around a subject or product category </li></ul></ul><ul><li>Learners (time to influence) </li></ul><ul><ul><li>Defining their requirements </li></ul></ul><ul><ul><li>Understanding the relationships, trust marks & connections in a subject area </li></ul></ul><ul><li>Converters (Searching to buy) </li></ul><ul><ul><li>Selecting supplier </li></ul></ul><ul><ul><li>Buying </li></ul></ul><ul><li>Informational searches seek out any documents relating to a topic </li></ul><ul><ul><li>“ flights” </li></ul></ul><ul><li>Transactional searches occur when the user primarily wants to accomplish something online </li></ul><ul><ul><li>“ cheap flights egypt” </li></ul></ul><ul><li>Navigational searches are those searches where people know where it is </li></ul><ul><ul><li>“ facebook” </li></ul></ul><ul><ul><ul><li>Andrei Broder IBM Research </li></ul></ul></ul>
  9. 9. What is the aim of your website <ul><li>Marketing: Tell People about products & services </li></ul><ul><li>Lead generation: People to contact you about your business </li></ul><ul><li>Retail: People buy your product on the web </li></ul>
  10. 10. Search Engine Marketing (SEM) <ul><ul><li>Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engines ... </li></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul>Search Engine Marketing Paid Search Search Engine Optimisation
  11. 11. Budgeting SEM <ul><li>SEM is on average 60% of Digital adverting spend </li></ul><ul><ul><li>PPC is 80% of SEM spend </li></ul></ul><ul><ul><li>SEO is 20% of SEM spend </li></ul></ul><ul><li>Example Digital Budget: </li></ul><ul><ul><li>£100k for a year </li></ul></ul><ul><ul><li>£40k to Affiliates, Display Advertising etc. </li></ul></ul><ul><ul><li>SEM = £60k </li></ul></ul><ul><ul><ul><li>PPC = £48k </li></ul></ul></ul><ul><ul><ul><li>SEO = £12k </li></ul></ul></ul><ul><li> </li></ul><ul><ul><li>free budgeting sheet </li></ul></ul>
  12. 12. Metrics & measurement <ul><li>What are your targets? </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Cost savings </li></ul></ul><ul><li>How to prove this </li></ul><ul><ul><li>Online sales </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul><ul><ul><li>Form completion </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Page views & repeat engagement </li></ul></ul>Key Performance Indicators = useful measures to gauge success at reaching targets
  13. 13. Keyword Research <ul><li>Google keywords tool </li></ul>Search Google for “Google keyword tool”
  14. 14. Google Search insights <ul><li>Search for </li></ul><ul><li>“ Google Insights for Search” </li></ul>
  15. 15. Deeper SEO Keyword research
  16. 16. Web site analytics systems <ul><li>Free services </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Yahoo IndexTools </li></ul></ul><ul><li>Major Paid for services </li></ul><ul><ul><li>Omiture SiteCatalyst </li></ul></ul><ul><ul><li>Coremetrics </li></ul></ul><ul><ul><li>WebTrends </li></ul></ul><ul><li>Additional data sources </li></ul><ul><ul><li>Affiliate reports </li></ul></ul><ul><ul><li>Onsite search </li></ul></ul>
  17. 17. Search Engine Optimisation
  18. 18. SEO: 200+ Signals Web Page Metadata AltaVista WebCrawler ‘ 95 Links from other sites Google ‘98 <ul><li>History online </li></ul><ul><li>Consistency </li></ul><ul><li>Authentic </li></ul><ul><li>Personalised Search </li></ul><ul><li>User Reviews </li></ul><ul><li>Social Network mentions </li></ul>Content Links Keyword optimisation Link optimisation Users Trust You are probably doing this Are you doing this?
  19. 19. Team work to better SEO Web Page Web Team Marketing Web Team PR & Marketing Technical Team Web Team Customer Services Web Team Server performance Web Technology optimisation Buzz monitoring Customer Service response Online PR Content Links Onsite optimisation Online PR Content distribution Users Trust
  20. 20. One stop SEO in a box <ul><li>Full range of Search & Social workflow & measurement tools </li></ul><ul><li>One stop reporting </li></ul><ul><li> </li></ul>
  21. 21. Where to place keywords <ul><li>Link level </li></ul><ul><li>Online press releases </li></ul><ul><li>Trade Directories </li></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><li>Content </li></ul><ul><li>Site structure </li></ul><ul><li>Web Page copy </li></ul><ul><li>Unique Title tags </li></ul>
  22. 22. SEO: Page level “wii fit” FireFox extension: “ Search Status”
  23. 23. How do you find out who links? <ul><li>Yahoo Site Explorer </li></ul><ul><ul><li>Site explorer can be used to compare your site to others to see what “Link Bait” pages they have </li></ul></ul><ul><li> </li></ul><ul><ul><li>Full link discovery and management </li></ul></ul><ul><li> </li></ul><ul><ul><li>LinkExplorer </li></ul></ul>
  24. 24. Press Releases <ul><li>Write a strong release </li></ul><ul><ul><li>One theme </li></ul></ul><ul><ul><li>Use images, video & social </li></ul></ul><ul><li>Distribute </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  25. 25. What does Google hear about you? <ul><li>Set up a Google alert about your company name </li></ul><ul><ul><li>Search “Google alerts” </li></ul></ul><ul><li>Look at any reviews of your site </li></ul><ul><ul><li>Search “your company name” + review </li></ul></ul>
  26. 26. Social Buzz measurement
  27. 27. SEO Site control in Google, Yahoo & MSN
  28. 28. Controlling the Robots <ul><li>Source: </li></ul>
  29. 29. Summary <ul><li>Keyword research </li></ul><ul><ul><li>Google Search insights </li></ul></ul><ul><ul><li>Google Keyword tool </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Google Analtyics </li></ul></ul><ul><ul><li>Yahoo! Web Analytics </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><li>Search Status plugin </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Webmaster Tools </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Bing </li></ul></ul></ul><ul><ul><ul><li>Yahoo </li></ul></ul></ul><ul><li>Social </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Raidan6 </li></ul></ul>
  30. 30. Sitelynx SEM Services <ul><li>We can do all this for you! </li></ul><ul><ul><li>Search Strategy </li></ul></ul><ul><ul><ul><li>Search Term research </li></ul></ul></ul><ul><ul><ul><li>Content planning </li></ul></ul></ul><ul><ul><ul><li>Link Baiting planning </li></ul></ul></ul><ul><ul><li>PPC planning & buying </li></ul></ul><ul><ul><ul><li>Reduce cost </li></ul></ul></ul><ul><ul><ul><ul><li>We can save 25% of current costs </li></ul></ul></ul></ul><ul><ul><ul><li>Increase reach, frequency, response & sales </li></ul></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><ul><li>SEO Audits </li></ul></ul></ul><ul><ul><ul><li>Training & Support </li></ul></ul></ul><ul><ul><ul><li>Partner site identification </li></ul></ul></ul><ul><ul><ul><li>Google Shopping channel set up and optimisation </li></ul></ul></ul><ul><ul><ul><li>Increase natural search traffic by at least 75% </li></ul></ul></ul>
  31. 31. Questions and Answers
  32. 32. Thank you for listening <ul><li>Please drop in your business card or email [email_address] </li></ul><ul><ul><li>Emailed copy of presentation </li></ul></ul><ul><ul><li>FREE Search & Social Newsletter </li></ul></ul>Contact: +44(0)207729 1249 [email_address]