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Digital marketing turton - 1

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Digital Marketing 2015, Bolton, Jan Klin & Associates

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Digital marketing turton - 1

  1. 1. Get Your Website Noticed - Digital Marketing Essentials 2015 Jan Klin Managing Partner Jan Klin & Associates 07946 513521 jan@janklin.com
  2. 2. What we’ll cover  SEO – search engine optimisation  Beyond SEO – retargeting and display advertising  Pay per Click  Content Marketing/Link building  Social Media  International visibility
  3. 3. SEO still essential..
  4. 4.  SEO– Maximising your position in the hitlist  - What’s changed?  36% of internet users perceive a company in the top search engine rankings to be a major brand  Source: iProspect search engine branding survey Click to edit Master title style
  5. 5. (c) Jan Klin & Associates 2015 What is SEO?  Its NOT about as definitive as it used to be  Its NOT about getting large volume phrases to the top of Google  It IS about getting a wide range of phrases as high as possible and working on incremental improvements – Head, medium and long tail phrases – Measure ranking positions, number of phrases ranked and traffic increases
  6. 6. SEO in construction
  7. 7. Galleries and case studies essential
  8. 8. SEO in the Travel Business
  9. 9. SEO in the Travel Business
  10. 10. SEO success in High Tech Manufacturing SEO in High Tech B2B
  11. 11. SEO success in High Tech
  12. 12. SEO in Business to Consumer
  13. 13. 1. Auditing and analysis of your current performance 2. On-page changes – content , metadata, link structure 3. Off-page changes – content marketing , links , social media How do we do SEO?
  14. 14. (c) Jan Klin & Associates 2015 What checks do we need to carry out?  The main ones are…
  15. 15. The Spidering Process
  16. 16. HTML Sitemap
  17. 17. (c) Jan Klin & Associates 2015 Key things to check in GWT  Geo targeting – make sure its set to relevant countries  Crawl errors – ie pages not found/broken links  Any messages from Google  Sitemapping  Robots.txt
  18. 18. (c) Jan Klin & Associates 2015 Check your links at www.linkdetox.com  Check you backlinks with www.linkdetox.com  A spreadsheet will be produced giving an assessment of each link  We remove all moderate and high risk links where possible  If cannot be removed use Google Disavow Process
  19. 19. Local results – maps, mobile, Google+
  20. 20. Local search –’Preston plumbers’
  21. 21. Map search – and on mobiles..
  22. 22. (c) Jan Klin & Associates 2015 ‘Google My Business’  Integrates maps, Google + and website  Go to… https://www.google.com/business  Go through the registration process to describe your business and location – You’ll need a google account  When complete thee will send you a postcard with a access code – Go back and complete the registration
  23. 23. Some local ranking factors  Local on page SEO (eg Manchester, plumber etc in text and metadata)  Ensure name, address and postcode on website  Get some local links (local biz directories)  Ideally get some reviews  Get some dialogue going on Google + with customers
  24. 24. Developing the Initial Keyphrase List - still important - Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant - Study your web stats for keyphrases which have driven people to your site - Take you mates down the pub and ask them what they would type in to find you - Use web based tools eg Google Keyword Tool:- - You could even ask your customers and suppliers
  25. 25. (c) Jan Klin & Associates 2015 Accessing the Keyword Tool through Adwords  Login to your Adwords account  Then tools and analysis>>keyword planner
  26. 26. https://adwords.google.co.uk/select/KeywordToolExternal
  27. 27. Analytics and keywords
  28. 28. Keep this keyphrase list for use with other digital marketing
  29. 29. Using Google’s autosuggest  Another input into keyword analysis  See what gets suggested and include if relevant BUT  Be aware of personalisation skewing – Results shown will reflect previous click through activity
  30. 30. Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural/engagement (less important generally , BUT is becoming more important) – Number of visits, length of stay, social media activity
  31. 31. 1. Auditing and analysis of your current performance 2. On-page changes – content , metadata, link structure 3. Off-page changes – content marketing , links , social media How do we do SEO?
  32. 32. Textual content is King  There is no substitute for good ‘keyword rich’ content – At least 200-250 words – Content semantically related to keywords (LSI) – Eg, valentine, love, hearts, romance – Focus on natural writing of copy  Add new relevant content as often as you can – New pages with related content – eg history, background, instructions
  33. 33. (c) Jan Klin & Associates 2015 Google’s ‘Panda’ Update – Emphasis on Quality Content  Click to edit Master text styl – Second level – Third level  Fourth level – Fifth level - Sites with copied content are getting penalised -Emphasis needs to be on original and interesting content -Copy writing needs to be a priority activity of SEO -’Duplicate content’ is a definite no – no -Also ‘fresh’ content favoured (latest update)
  34. 34. Content strategy leads to high positions in many keyphrases
  35. 35. (c) Jan Klin & Associates 2015 Quality textual content  http://www.mantracourt.  Scroll down to see good quality content
  36. 36. (c) Jan Klin & Associates 2015 Google Hummingbird Update  Even more emphasis on high quality content and ‘conversational search’  More focus on ‘long tail phrases’ and user intent – Eg ‘How do I install a combi boiler in my house’  Maybe less focus on keyword matching  More detail here… – http://www.janklin.com/blog/yet-another-major-google-update
  37. 37. www.aardvarksafaris.com www.aardvarksafaris.co.uk
  38. 38. You’ll need translated pages if you want to capture foreign language searches
  39. 39. In summary  Write text as naturally as possible  Try to produce engaging informative and unique information  Check afterwards that the target phrase(s) is included the right number of times – 3 repetitions per 100 words is generally enough. – Punctuation not important  Emphasis on ‘quality’ and ‘fresh’ content  The phrases can be included in:- – The main text – Header tags (h1, h2 etc) – In in-text links – In navigation links – In footnotes – In ‘alt’ tags
  40. 40. Meta Tags – The Title tag
  41. 41. Meta Tags – The Title tag
  42. 42. metadata
  43. 43. Eye Tracking Study  2/3 of the time users initially looked at a listing for 7/100 of a second  Predominately looked at titles  Across all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing IMPORTANCE OF TITLES AND DESCRIPTIONS Source: Marketing Sherpa Study, August 2005
  44. 44. Meta Tags Keyword and Description tags
  45. 45. (c) Jan Klin & Associates 2015 Image search for ‘luxury villas portugal’  <img src="/images/image- gallerys/portugal/portugal-luxury-villa.jpg" alt="Beautiful luxury villa in portugal" />
  46. 46. Components of SEO
  47. 47. 1. Auditing and analysis of your current performance 2. On-page changes – content , metadata, link structure 3. Off-page changes – content marketing , links , social media How do we do SEO?
  48. 48. Backlinks - Use www.linkdiagnosis.com to check your links
  49. 49. The SEO Process and Domain Authority  Do on page SEO work first – then a ranking check to see where you are positioned  The only remaining variable to improve to increase rankings is your domain authority  What is domain authority (DA)? – what is yours? – What is your competitors?  DA is mainly a function of backlinks into your site ( and domain age to a certain extent)  The gap between your DA and your competitors DA can be closed by link building
  50. 50. Check you Domain Authority
  51. 51. http://www.opensiteexplorer.org – to check your links and DA
  52. 52. (c) Jan Klin & Associates 2015 Link Building Strategies -aka Content Marketing  Why is link building important? 1. Links from other sites to ours generate traffic for us – Eg A reference from a directory such as Yell.com will lead people directly to us – Other ‘content marketing’ will generate links 2. It is an important factor in our search engine rankings – The more links the more important we are for search engines – That is – the higher Domain Authority we have – CHECK YOUR LINKS AT www.ahrefs.com
  53. 53. The case for Re-Targeting  Keyword ‘garden offices’ – 2000 searches per month  3rd place in Google gives you a 6% click through rate – ie 120 people visit your site  How many convert? – Enquire, fill in form, phone, buy something  Typically less than 5% convert meaning 114 of the 120 visitors go away without contacting you
  54. 54. Retargeting in action
  55. 55. Why do people leave websites without making contact?  Not relevant  Early stage competitive research  Call of nature  Cat jumps on lap  Lack of calls to action  Difficult to navigate site  Abandons shopping cart – eg don’t like delivery charges  Etc , etc
  56. 56. Retargeting example http://retargeting-companies.findthebest-sw.com/
  57. 57. (c) Jan Klin & Associates 2015 Retargeting example  Track visitors who spend more than 30 seconds looking at specific villas  Show ads to these people when they visit other sites – 7 repeats per visitor over 7 days  Ad clicks through to £100 off voucher they can redeem with next 5 days - (in exchange for email address and phone number)
  58. 58. Retargeting in action
  59. 59. RTB – happens in less than 20 milliseconds!
  60. 60. (c) Jan Klin & Associates 2015 Facebook Retargeting  Visit your site without converting  When they visit facebook ads are shown to invite them back  Ads can be shown in news feeds as well as ‘marketplace ads’ on right sidebar
  61. 61. (c) Jan Klin & Associates 2015 Facebook Boost -to give your posts a boost  Get your posts higher up the newsfeed for increased visibility  Pay to target a specific demographic – just like facebook advertising
  62. 62. Retargeting Types
  63. 63. (c) Jan Klin & Associates 2015 Retargeting  See more on retargeting at Jan Klin’s blog and also a list of suppliers.  http://www.janklin.com/blog/beyond-seo-revitalising-your-web-traffic
  64. 64. 1. Auditing and analysis of your current performance 2. On-page changes – content , metadata, link structure 3. Off-page changes – content marketing , links , social media New slides How do we do SEO?
  65. 65. Google Adwords - PPC
  66. 66. What determines your ads position?  Bid price  Advert effectiveness  Landing page quality
  67. 67. WHY USE PAY PER CLICK?  Capture many – 100’s, 1000’s of keyphrases – No website changes like optimisation  For short term promotions  For new websites  Drive country specific searchers – Geographic targeting  Keyphrase analysis – More accurate than the tools  For websites difficult to optimise – Flash etc
  68. 68. PPC in the Travel Business
  69. 69. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
  70. 70. Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier
  71. 71. (c) Jan Klin & Associates 2015 www.villaretreats.com/ru  A series of Russian landing pages for luxury villas  PPC on Google and Yandex  SEO for these engines also
  72. 72. Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions How pay-per-click works
  73. 73. (c) Jan Klin & Associates 2015 • Choose titles and descriptions that are relevant to the search • Strong ‘call to action’ • Repeat search terms in the ad Do’s and Dont’s
  74. 74. (c) Jan Klin & Associates 2015 • The ad links directly to the relevant landing page Do’s and Dont’s Click to edit Master text styles Second level ● Third level ● Fourth level ● Fifth level
  75. 75. (c) Jan Klin & Associates 2015 An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
  76. 76. (c) Jan Klin & Associates 2015 Remarketing Where have I seen this ad before?
  77. 77. (c) Jan Klin & Associates 2015 A few hours before – Remarketing  Click to edit Master text styles – Second level – Third level  Fourth level – Fifth level
  78. 78. (c) Jan Klin & Associates 2015 www.mantracourt.co.uk  Supplier of advanced instrumentation – Strain gauges, wireless telemetry, signal converters – For marine, automotive, engineering sectors  Main Objective – Increase the volume of worldwide enquiries – in English and foreign languages
  79. 79. (c) Jan Klin & Associates 2015 The solution..  .co.uk site offers limited worldwide visibility – Local has high relevance to search engines  Transfer site to .com  Set geotargeting to worldwide – otherwise hosting skewed  Produce foreign language web pages
  80. 80. Geo-targeting multiple countries through the same site http://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399
  81. 81. (c) Jan Klin & Associates 2015 Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages
  82. 82. Auto translation is not perfect!
  83. 83. For a copy of the slides….  Just email – jan@janklin.com – Direct: 07946 513521 – J A Klin & Associates – Westmount, Hollow Lane, Kingsley, WA6 8EG
  84. 84. (c) Jan Klin & Associates 2015 Consider multiple device types -avoid duplicate content issues - Use responsive web technologies to identify which device is being used to access your site -Display different website sizes to reflect the device being used -Use google analytics to see different device types accessing your site See Jan Klin’s Blogpost on ‘Responsive web design’

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