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Uktinw&yorks online marketing-may2013-distr

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UKTI Export and Internet Training-SEO & Social Media

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Uktinw&yorks online marketing-may2013-distr

  1. 1. (c) Jan Klin & Associates 2013What we’ll cover… SEO – Search Engine Optimisation– Local and international Pay per Click Advertising Links, internationlisation and localisation Social Media Marketing– Facebook, Twitter, Youtube, Blogging
  2. 2. (c) Jan Klin & Associates 2013
  3. 3. (c) Jan Klin & Associates 2013SEO -Still the main method..
  4. 4. (c) Jan Klin & Associates 2013 SEO– Maximising your position in the hitlist- Click throughs dissipate as we move down the list36% of internet36% of internetusers perceive ausers perceive acompany in thecompany in thetop searchtop searchengine rankingsengine rankingsto be a majorto be a majorbrandbrandSource: iProspectSource: iProspectsearch enginesearch enginebranding surveybranding survey
  5. 5. (c) Jan Klin & Associates 2013Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.comhttp://www.searchenginelinks.co.uk/link-48.htmlGoogle’s not the only show I town…Baidu – ChinaNaver – KoreaYandex – RussiaAre dominant in their respectivecountries
  6. 6. (c) Jan Klin & Associates 2013Use www.searchenginecolossus.comto submit to country specific search engines
  7. 7. (c) Jan Klin & Associates 2013Submitting to Yandex http://webmaster.yandex.ru/addurl.xml
  8. 8. (c) Jan Klin & Associates 2013http://gs.statcounter.com
  9. 9. (c) Jan Klin & Associates 2013SEO in Business to Business
  10. 10. (c) Jan Klin & Associates 2013SEO in Business to Consumer
  11. 11. (c) Jan Klin & Associates 2013The French Site
  12. 12. (c) Jan Klin & Associates 2013SEO success in High TechManufacturingSEO in High Tech
  13. 13. (c) Jan Klin & Associates 2013SEO success in High Tech
  14. 14. (c) Jan Klin & Associates 2013Google – ‘Universal Search’ and DAO (Digital AssetsOptimisation)Content retrievedfrom:Google maps,news, images,You Tube, Blogs,Facebok, Twitter,LinkedInMySpace, video ,etc
  15. 15. (c) Jan Klin & Associates 2013(c) Jan Klin & Associates 2012Universal Search Google maps, news,images, You Tube,Blogs, MySpace,facebook, Twitter ,etc…. Certainly Google Base ifyou have products to sell-http://base.google.com/
  16. 16. (c) Jan Klin & Associates 2013Google Places – before-Address details on optimised (home) page- Geo info in ‘title’ tag-Entry in local directories – eg Yell-Entry in Tripadvisor if you are a hotel
  17. 17. (c) Jan Klin & Associates 2013Google Local - After
  18. 18. (c) Jan Klin & Associates 2013Google Base –shopping results - Before
  19. 19. (c) Jan Klin & Associates 2013Google Shopping- After
  20. 20. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  21. 21. (c) Jan Klin & Associates 2013The Spidering Process
  22. 22. (c) Jan Klin & Associates 2013Are you in the Google index?Site:www.yourdomain.com Use the ‘Site’ commandwith your domain nameat the Google search boxFor Example: Site:www.businesslinkkent.com 497 web pages in theindex
  23. 23. (c) Jan Klin & Associates 2013HTML Sitemap
  24. 24. (c) Jan Klin & Associates 2013Register withGoogle Webmaster Central (GWC)
  25. 25. (c) Jan Klin & Associates 2013Getting the right domainand hosting UK company Targeting the UK In UK English Weak on inbound links .com domain But - Google thinks it’s NORWEGIAN– Because that’s where it’s hosted…….
  26. 26. (c) Jan Klin & Associates 2013International traffic Issues Search engines will use the top leveldomain (TLD) to assess where you wanttraffic from (eg - .co.uk, .de, .it etc) If you have a .com (or .net, .info etc) theywill use your hosting location to determinethis Use Google Webmaster central to overridethis and tell Google where you want trafficfrom
  27. 27. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  28. 28. (c) Jan Klin & Associates 2013Strategy and Process The right keywords orkeyphrases are thestarting point for ourstrategy Traffic from a varietyof uncommon phrases?– Eg ‘marketing trainingcourses Manchester’ One big win on a majorphrase?– Eg ‘Training courses’– ‘personal loans’22%30%15%9% 9%24%0%10%20%30%40%50%1 word 2words3words4words5words6words
  29. 29. (c) Jan Klin & Associates 2013Keyphrase SelectionIt’s a two stage process… 1. Developing the Initial List 2. Refining and shortlisting your choicesSeehttp://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to
  30. 30. (c) Jan Klin & Associates 2013Developing the Initial List- Brainstorm with your self and others you work with- Look at what competitors use (‘view’; ‘source’ then see the meta data andvisible 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
  31. 31. (c) Jan Klin & Associates 2013https://adwords.google.co.uk/select/KeywordToolExternal
  32. 32. (c) Jan Klin & Associates 2013www.digitalpoint.com
  33. 33. (c) Jan Klin & Associates 2013Keyphrase Analysis Or…run a pay perclick campaign!– 3 months This way you’ll findout what really works– What converts tosales or enquiries
  34. 34. (c) Jan Klin & Associates 2013What are the main factors to consider whenselecting and prioritising keyphrases? Search Volume – the number of monthly searches– The bigger the better? Business Relevance – how important is this term to mybusiness Keyphrase relevance – what is the searcher looking forwhen using this phrase– Single word phrases are not good as its difficult to know thesearchers intent– Phrases can have different meanings ‘eg ‘cold treatment’– Mix ‘long tail’ and ‘head phrases’ Competition – how much competition is there for thisphrase
  35. 35. (c) Jan Klin & Associates 2013What do you do if there’s no directtranslation? “City breaks” has no directequivalent in:– French– German– Dutch– Spanish– Italian
  36. 36. (c) Jan Klin & Associates 2013(c) Jan Klin & Associates 2013Using Google’s autosuggest Another input into keywordanalysis See what gets suggested andinclude if relevantBUT Be aware of personalisationskewing– Results shown will reflectprevious click throughactivity
  37. 37. (c) Jan Klin & Associates 2013
  38. 38. (c) Jan Klin & Associates 2013
  39. 39. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  40. 40. (c) Jan Klin & Associates 2013Major 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 (less important generally , BUT willbecome more important)– Number of visits, length of stay, social media activity…
  41. 41. (c) Jan Klin & Associates 2013Textual content is King There is no substitute for good‘keyword rich’ content– At least 200-250 words– Content semantically relatedto keywords (LSI) Eg, valentine, love, hearts,romance Focus on natural writing ofcopy Add new relevant content asoften as you can– Use pdf’s, word documents– New pages with relatedcontent – eg history,background, instructions
  42. 42. (c) Jan Klin & Associates 2013The Keyword DensityIssue for Visible Text What do you think of this bit ofcopywriting! Our Yellow widgets are the best in theUK and if you buy our yellow widgetsyou will be sure you have bought thebest yellow widgets you can buy andabsolutely envied by the rest of theyellow widget buying community bothhere in the UK and the rest of theyellow widget buying communitythroughout the world. Yes, you reallyneed to buy our award winning yellowwidgets. Click here to buy yellowwidgets 1%-3% is ideal (keep below 10%) Check you density with:– www.ranks.nl/tools/spider.html
  43. 43. (c) Jan Klin & Associates 2013Google’s ‘Panda’ Update –Emphasis on Quality Content-Sites with copied content aregetting penalised-Emphasis needs to be on originaland interesting content-Copy writing needs to be apriority activity of SEO-’Duplicate content’ is a definiteno – no-Also ‘fresh’ content favoured(latest update)
  44. 44. (c) Jan Klin & Associates 2013www.asgservices.co.uk
  45. 45. (c) Jan Klin & Associates 2013Capturing content below the scroll
  46. 46. (c) Jan Klin & Associates 2013www.aardvarksafaris.com
  47. 47. (c) Jan Klin & Associates 2013
  48. 48. (c) Jan Klin & Associates 2013
  49. 49. (c) Jan Klin & Associates 2013Even Busy Ecommerce sites!
  50. 50. (c) Jan Klin & Associates 2013In summary Write (good quality) text as naturally as possible Check afterwards that the target phrase(s) isincluded the right number of times– 3 repetitions per 100 words is generally enough.– Punctuation not important 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
  51. 51. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  52. 52. (c) Jan Klin & Associates 2013Meta Tags – The Title tag
  53. 53. (c) Jan Klin & Associates 2013Meta Tags – The Title tag
  54. 54. (c) Jan Klin & Associates 2013Different Pages Optimised for DifferentKeyphrases
  55. 55. (c) Jan Klin & Associates 2013Meta TagsKeyword and Description tags
  56. 56. (c) Jan Klin & Associates 2013www.asgservices.co.uk – H1 tag
  57. 57. (c) Jan Klin & Associates 2013Optimising your Metadata-Important that the tags show a theme betweeneach other and the visible content Title tag– No more than 10 words, use hyphens, commas pipes (|) asdelimiters– Main keyphrase at the beginning of the tag Keyword tag– No more than 4 words– All lower case– Separated by a comma then a space Eg web marketing, ecommerce training, internet consultancy…… Only include phrases WHICH ARE ON THE PAGE! Description tag– No more than 25 words– Should contain keywords – up to 3 repetitions– ‘salesy’ to encourage click throughs
  58. 58. (c) Jan Klin & Associates 2013Major 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 (less important generally , BUT willbecome more important – social media)– Number of visits, length of stay
  59. 59. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  60. 60. (c) Jan Klin & Associates 2013Where do links come from? Directories– General– Industry specific– Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Portals– Geographic– ecommerce In Blogs Banners Affiliates Social Media sites
  61. 61. (c) Jan Klin & Associates 20131. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)5. Implementing the changes– Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and ModifyStrategyand Process
  62. 62. (c) Jan Klin & Associates 2013Google Analytics – free andcomprehensive
  63. 63. (c) Jan Klin & Associates 2013Language and country traffic
  64. 64. (c) Jan Klin & Associates 2013 More on international SEOand localisation…
  65. 65. (c) Jan Klin & Associates 2013Websites and Localisation –Why bother with translation? www.cilt.org.uk
  66. 66. (c) Jan Klin & Associates 2013An examplewww.noisekiller.co.uk European focus with Italiandistributor Part of website translatedinto Italian Used Italian web designerto produce Italian pages ECR service is useful here
  67. 67. (c) Jan Klin & Associates 2013Mistranslation Examples “Please dial 7 to retrieve your autofrom the garbage”Mistranslation: Hotel Rome
  68. 68. (c) Jan Klin & Associates 2013Mistranslation Examples “Why go somewhere else to be cheatedwhen you can come here”Mistranslation: Indian shop window
  69. 69. (c) Jan Klin & Associates 2013Mistranslation Examples “Please hang yourself here”Mistranslation: Hotel cloakroom, Berlin
  70. 70. (c) Jan Klin & Associates 2013Mistranslation Examples “Nothing sucks like an Electrolux”Mistranslation: Ad targeting the US
  71. 71. (c) Jan Klin & Associates 2013Mistranslation Examples “You are welcome to visit the cemetery wherefamous Russian and Soviet composers, artistsand writers are buried daily except Thursdays”Mistranslation: Moscow hotel lobby
  72. 72. (c) Jan Klin & Associates 2013International Sites – B2CCoca Cola
  73. 73. (c) Jan Klin & Associates 2013International Sites – B2B See IBM – Planet wide– http://www.ibm.com/planetwide/select/selector.html– See locations which prefer English
  74. 74. (c) Jan Klin & Associates 2013Register withGoogle Webmaster Central (GWC)
  75. 75. (c) Jan Klin & Associates 2013www.mantracourt.co.uk Supplier of advancedinstrumentation– Strain gauges, wirelesstelemetry, signalconverters– For marine,automotive,engineering sectors Main Objective– Increase the volume ofworldwide enquiries –in English and foreignlanguages
  76. 76. (c) Jan Klin & Associates 2013The solution.. .co.uk site offers limitedworldwide visibility– Local has high relevance tosearch engines Transfer site to .com Set geotargeting toworldwide – otherwisehosting skewed Produce foreign languageweb pages
  77. 77. (c) Jan Klin & Associates 2013Mantracourt solution Professionallyproduced mainlanguage pages foreach country Auto translate onother pages
  78. 78. (c) Jan Klin & Associates 2013Auto translation is not perfect!
  79. 79. (c) Jan Klin & Associates 2013Country specific top level domains
  80. 80. (c) Jan Klin & Associates 2013www.manacad.com – foreign language‘landing pages’ add metatags
  81. 81. (c) Jan Klin & Associates 2013Different languages on the same domainwww.pneumat-europe.com
  82. 82. (c) Jan Klin & Associates 2013
  83. 83. (c) Jan Klin & Associates 2013What do we need to do? Decide on approach – landing pages, separate sites, one domain,a mixture? Translate pages and website changes– Which languages?– How many pages?– Include metadata– Navigation – flags, maps– Keyword research – ask customers, keyword tool Search engine necessities– Submissions – eg Yandex, Baidu– Settings – geotargeting– Coding issues – hreflang– Site mapping
  84. 84. (c) Jan Klin & Associates 2013Webmaster Tools for Geo-targeting See example atGoogle WebmasterTools… http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2620865
  85. 85. (c) Jan Klin & Associates 2013Webmaster Tools for Geo-targeting See following posts on International SEO…– http://www.janklin.com/blog/bid/177990/International-SEO– http://www.janklin.com/blog/bid/178998/International-SEO-Refinements-and-Translation-Options Set up xml sitemaps for each country version of your site…– Eg
  86. 86. (c) Jan Klin & Associates 2013Geo-targeting from Google
  87. 87. (c) Jan Klin & Associates 2013 Marketing Internationally and theWebLink Building Strategies
  88. 88. (c) Jan Klin & Associates 2013Link Building Strategies orContent Marketing? Why is link building important?1. Links from other sites to oursgenerate traffic for us– Eg A reference from a directorysuch as Yell.com will lead peopledirectly to us– Other ‘content marketing’ willgenerate links2. It is an important factor in oursearch engine rankings– The more links the more importantwe are for search engines– CHECK YOUR LINKS ATwww.linkpopularity.com
  89. 89. (c) Jan Klin & Associates 2013Content Marketingaka – Link Building
  90. 90. (c) Jan Klin & Associates 2013The SEO Process andDomain Authority (DA) Do on page SEO work first – then a ranking check to see where youare positioned The only remaining variable to improve to increase rankings is yourdomain 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 ageto a certain extent) The gap between your DA and your competitors DA can be closedby link building
  91. 91. (c) Jan Klin & Associates 2013(c) Jan Klin & Associates 2012http://www.opensiteexplorer.org– to check your links and DA
  92. 92. (c) Jan Klin & Associates 2013Natural links are a by-product ofgood content marketing… Attracting links via your blog Distributing press releases Article distribution News stories Social media bookmarking sites Etc, etc
  93. 93. (c) Jan Klin & Associates 2013Consistent link building over 2 yrsquadruples traffic
  94. 94. (c) Jan Klin & Associates 2013Link Building Post Penguin Don’t buy links Don’t contract with link builders who use linkfarms Don’t get involved in comment spam on blogsand forums Don’t build too many multiple links from thesame ownership sites Don’t use the same ‘anchor’ text over and overagain Do see…– http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin-Best-Practice
  95. 95. (c) Jan Klin & Associates 2013Where do links come from?www.touchgraph.com for link targets Directories– General– Industry specific– Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Portals– Geographic– ecommerce In Blogs Banners Affiliates Social Media sites
  96. 96. (c) Jan Klin & Associates 2013Europages – An Effective EuropeanBusiness Directory
  97. 97. (c) Jan Klin & Associates 2013www.alibaba.com – worlds largestB2B Directory
  98. 98. (c) Jan Klin & Associates 2013A great free tool….https://ahrefs.com/
  99. 99. (c) Jan Klin & Associates 2013Where do these links come from?PR (‘Public Relations’) Sites PR Directories Examples– PRWeb– PR World– Marketwire– Business Wire– PR Newswire
  100. 100. (c) Jan Klin & Associates 2013Ensure Press Releases get Anchor text basedlinks back to website
  101. 101. (c) Jan Klin & Associates 2013www.dgcos.org.uk UsingLogos/accreditations toget backlinks Logo gets sent toaccredited members toafix to their website Code is included withinthe logo with ‘anchortext’ based link back towebsite
  102. 102. (c) Jan Klin & Associates 2013Use fusion tables in google docs tovisualise competitor linkshttp://www.google.com/fusiontables/Home/example
  103. 103. (c) Jan Klin & Associates 2013Content outreach-Present your content to relevant blogs
  104. 104. (c) Jan Klin & Associates 2013www.janklin.com – free lessons http://www.janklin.com/blog/lesson-7-link-building-1 http://www.janklin.com/blog/lesson-10-link-building-2
  105. 105. (c) Jan Klin & Associates 2013Redesigning an existing website -Preserving Page Rank The inner ‘Page Rank’equity has to be preserved 5thitem down iswww.bodycote.com/?OB=1 –20– This page has a Page Rankvalue of 5 What will happen to this equitywhen a new page is set up? Search Engine friendlyredirection of each page isessential
  106. 106. (c) Jan Klin & Associates 2013Search Engine friendlyRedirection -301’s 301 redirects tell google bot that one page shouldbe permanently redirected to another page ANDtransfer the Page Rank equity Use to transfer page rank from old page to a newone Jan’s blog – how to do 301’s– http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html
  107. 107. (c) Jan Klin & Associates 2013Social Media Marketing
  108. 108. (c) Jan Klin & Associates 2013SEO and Social Media Social media sites show up insearch results (GoogleUniversal Search) Social Media activity is a signalto search engines Social media and contentmarketing naturally build links Google Plus now firmlyintegrated with search
  109. 109. (c) Jan Klin & Associates 2013Alexa.com – top sites worldwide
  110. 110. (c) Jan Klin & Associates 2013See the top visited sites aroundthe world – 120 countries – top 100 sites
  111. 111. (c) Jan Klin & Associates 2013Social Media and InternationalMarketing Important in its own right – Facebook, Twitter,Youtube, Google Plus, etc Has an increasing impact on Search enginerankings and search engine listings Using Social media for English languageengagement – for overseas markets Issues in using social media for foreign languageengagement – language, culture
  112. 112. (c) Jan Klin & Associates 2013Is Social Media relevant to yourinternational marketing? Specially relevant to ‘BRIC’ countries …see…. http://searchenginewatch.com/article/2064597/International-Social-Media-Marketing-Addressing-Cultural-Quirks
  113. 113. (c) Jan Klin & Associates 2013Weibo.com China’s Facebook and Twitter hybrid
  114. 114. (c) Jan Klin & Associates 2013Social Media MarketingConfused?
  115. 115. (c) Jan Klin & Associates 2013What can we use Social Media for? Brand awareness Brand advocacy Generating traffic and sales Customer service and information Customer support Typically not at the ‘selling’ end of the funnel
  116. 116. (c) Jan Klin & Associates 2013Sales Funnel andInbound Marketing Accepts that we want tocommunicate withpeople at each stage ofthe process Accepts that peoplerespond to differentmedia at different stages Accepts that ‘the morewe give the more we get’ Content Marketing– Blogging, S Media,whitepapers, ebooks,email newsletters…No interest
  117. 117. (c) Jan Klin & Associates 2013Blogging – the ‘glue’ bindingInbound Marketing
  118. 118. (c) Jan Klin & Associates 2013Put your blog at the epicentre of yoursocial media and web marketingA typical blog….
  119. 119. (c) Jan Klin & Associates 2013Benefits of a Good Blog Good way to keep in touch with your audience– Rss, email, bookmarking Integrated Blog (eg Wordpress) helps with SEO– Long tail, links Search engine compliant– Metatagging automatic– Textual content– Adds authority Your bridge to Social Media Marketing
  120. 120. (c) Jan Klin & Associates 2013Linking yourdigital assets
  121. 121. (c) Jan Klin & Associates 2013Your Blog-articles-Press releases-Lessons-reviews-guides……PR sites(eg PRweb.com)Social Bookmarking sites(eg delicious.com )Social Networking sites(eg Facebook)Syndicate content toother blogsMicroblogging sites(eg Twitter)RSS to othersEmail to contactdatabaseVideo sites(eg YouTube)Submit toarticle sites
  122. 122. (c) Jan Klin & Associates 2013A passion for Dinosaurs…http://blog.everythingdinosaur.com/ Blogs every day Auto linked with Socialmedia – FB, YouTube etc Posts also distributed toarticle sites and otherrelevant sites (1700+) Over 50% of web trafficattributable to blog Keyphrase list for mainphrases and ‘longtail’ used
  123. 123. (c) Jan Klin & Associates 2013www.everythingdinosaur.com
  124. 124. (c) Jan Klin & Associates 2013
  125. 125. (c) Jan Klin & Associates 2013Facebook and Marketing Over 850 million activeusers Adding users at the rate of250,000 per day Top Social Search Engine Largest Social media site
  126. 126. (c) Jan Klin & Associates 2013What can I do on Facebook? Set up a business page– Build a fan base, get found by search Advertise directly Set up a personal page Engage in discussion groups and networks Through interaction and engagement– Create brand awarness, build advocacy, generate trafficand sales, customer service, research /data
  127. 127. (c) Jan Klin & Associates 2013Business Pages- Develop yourvisibility Create an engaging businesspage– Events, videos, discussions,photos, blog articles Get found by search– based on content and numberof ‘fans’– Get people to ‘like’ you Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog– Advertise!
  128. 128. (c) Jan Klin & Associates 2013Advertise directly
  129. 129. (c) Jan Klin & Associates 2013Advertise Directly Target by gender,age, location,keywords… Use ‘pay per click’ or ‘pay per view’– Low click through rates so PPC best Use Google Adwords content targeting
  130. 130. (c) Jan Klin & Associates 2013Google Plus – Serious Facebookcompetition? 150 million users now signed up Similar functionality to FBook Google hangouts – videoconference calls ‘circles’ concept is a differentiator Best of Facebook, Twitter andLinkedIn? Intertwined with Google search
  131. 131. (c) Jan Klin & Associates 2013Use ‘circles’ to segment youraudience Eg have a circle fortraining courseattendees people who havesigned up for emailnewsletters People interested inSocial Mediamarketing people interested inSEO, etc
  132. 132. (c) Jan Klin & Associates 2013Cloggs ,Social Media and BrandDevelopment Started Sept 2009 3 in house members of marketing team– plus all staff encouraged to tweet Daily activity on Facebook and Twitter Encourage people to ‘share’ – iepost references on their walls Encourage people to retweet To date have around 21000 fans, and9000 followers Do weekly blogging Traffic conversions from web visitors -slightly higher than search marketingHelps with search engines
  133. 133. (c) Jan Klin & Associates 2013Cloggs and Social Media Use quizzes and competitions to engagefans and fans fans – eg ‘Edgerank’ Encourage people to follow/like them inreturn for getting regular offers andpromotions – and advance productinformation, discount codes etc Use social media to enagage and interactwith their customers – offers, problems ,etc Use social media also for email databasesign-ups Only generates less than £15k per month Need to scale it to 100,000 plus followersfans for it to be major contributer – andthey plan for this to happen
  134. 134. (c) Jan Klin & Associates 2013What determines what I see in my‘top news’ feed? – Edgerank Algorithm
  135. 135. (c) Jan Klin & Associates 2013My last visit to Facebook
  136. 136. (c) Jan Klin & Associates 2013What determines yourposition? – Edgerank algorithm
  137. 137. (c) Jan Klin & Associates 2013Edgerank Algorithm 95% of Facebook users use ‘top news’– Clearly if you want top visibility for your brandyou need to understand ‘edgerank’ Egderank based on:- Affinity, Edge weight, recency (so postoften) ‘Edges’ are every interaction you have onFacebook– Eg – uploading a photo, ‘liking’ something etc
  138. 138. (c) Jan Klin & Associates 2013Lots of ‘likes’ -but how important is that?
  139. 139. (c) Jan Klin & Associates 2013Lots of interaction to engage fans,increase affinity and increase sales Encourage interaction Add free downloads of vids andmusic Competitions (eg tickets toshows) to engage fans andtheir friends Vids and music have high edgeweight Posting twice a day for recency
  140. 140. (c) Jan Klin & Associates 2013Facebook France
  141. 141. (c) Jan Klin & Associates 2013Facebook Germany
  142. 142. (c) Jan Klin & Associates 2013Twitter France
  143. 143. (c) Jan Klin & Associates 2013LinkedIn 100 million on line, Business focussed Set up a profile– And get found Set up connections with other people Advertise – on a PPC basis Jobs– Search for jobs, advertise your cv,advertise your position via your network
  144. 144. (c) Jan Klin & Associates 2013LinkedIn – participate in groups-or set up your own
  145. 145. (c) Jan Klin & Associates 2013Set up your Linkedin profile-make it comprehensive so you get found
  146. 146. (c) Jan Klin & Associates 2013Set up a business page-Showcase your products-Company updates-announcements-new services-communicate directly with your followers
  147. 147. (c) Jan Klin & Associates 2013Advertise – on a PPC basis Target By: - Job Title “Patent Attorney” or“Sr. Laboratory Technician” or"Registered Nurse“ Job Function “Sales” or“Engineering” or "Marketing" Industry “Banking” or“Biotechology” Geography “United States” or“Netherlands” or “Toronto” Company Size "1-10" or “500-1000" people Company Name "GE" or or"FedEx“ Seniority – Age 35-55 Gender "Female" or "Male“ LinkedIn Group "BusinessIntelligence Group" or "CorporateReal Estate"
  148. 148. (c) Jan Klin & Associates 2013Twitter - Microblogging Twitter andpromotion Twitter and realtime search
  149. 149. (c) Jan Klin & Associates 2013Twitter and Promotion Promotion of yourproducts, websites,events….. 140 characters BUTlinks back to moredetailed content Link your Blog toTwitter to save time
  150. 150. (c) Jan Klin & Associates 2013Use Twitter to promote latestmusic and games
  151. 151. (c) Jan Klin & Associates 2013Use Twitter to promote latestproducts and pricing
  152. 152. (c) Jan Klin & Associates 2013What not to do?….
  153. 153. (c) Jan Klin & Associates 2013Twitter for Business Leads Searches for tweetsrelating to pitchmarking Responds tosituations requiringproduct supply togenerate businessopportunities
  154. 154. (c) Jan Klin & Associates 2013YouTube and Video Now the number 2search engine Promote your productsvia YouTube and othervideo upload sites Include videos withinyour own website Set up you own channel– you may get invitedto become a partner
  155. 155. (c) Jan Klin & Associates 2013www.Blacksheepwools.com Set up you own channel – youmay get invited to become apartner Invite people to subscribe sothey see your videosautomatically as you uploadthem Substantial driver of traffic forBlacksheep– 13 videos to date– Over 100,000 views
  156. 156. (c) Jan Klin & Associates 2013
  157. 157. (c) Jan Klin & Associates 2013Set up your own channeland optimise your clips…
  158. 158. (c) Jan Klin & Associates 2013Posted in other languages…
  159. 159. (c) Jan Klin & Associates 2013Video SEO guidelines-Posted Ensure video is tagged with relevant keywords Ensure it is in the most appropriate category Overdub the video with your domain name Ensure you include a clickable domain name back to your site Ensure the title and description include your targetkeyphrases (you can use Youtube to see what the mostpopular phrases are in your category) Ideally get a couple of friends to rate your video - ratings(good or bad) have a strong impact on rankings
  160. 160. (c) Jan Klin & Associates 2013www.socialmention.com
  161. 161. (c) Jan Klin & Associates 2013UKTI mentions
  162. 162. (c) Jan Klin & Associates 2013 Marketing Internationally and theWeb– Pay per Click Advertising –Module 6
  163. 163. (c) Jan Klin & Associates 2013Pay per Click Advertising(&PPC)
  164. 164. (c) Jan Klin & Associates 2013– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list33% of internet33% of internetusers perceive ausers perceive acompany in thecompany in thetop searchtop searchengine rankingsengine rankingsto be a majorto be a majorbrandbrandSource: iProspectSource: iProspectsearch enginesearch enginebranding surveybranding survey
  165. 165. (c) Jan Klin & Associates 2013Google Adwords
  166. 166. (c) Jan Klin & Associates 2013What determines your ads position? Bid price Advert effectiveness Landing page quality
  167. 167. (c) Jan Klin & Associates 2013WHY 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
  168. 168. (c) Jan Klin & Associates 2013Tap into overseas markets
  169. 169. (c) Jan Klin & Associates 2013Capture The Long TailEg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
  170. 170. (c) Jan Klin & Associates 2013Capture the ‘long tail’-200,000 keyphrasesTargeted-65,000 alone for boilers-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’-Are cheaper AND convert tobusiness easier
  171. 171. (c) Jan Klin & Associates 2013www.villaretreats.com/ru A series ofRussianlanding pagesfor luxuryvillas PPC onGoogle andYandex SEO for theseengines also
  172. 172. (c) Jan Klin & Associates 2013www.spyfu.com
  173. 173. (c) Jan Klin & Associates 2013Search TermResearch &TargetingDrivesQuantitiesof LeadsTitle &DescriptionTargetingDrivesQuality ofLeadsLanding PageTargetingDrivesConversionsHow pay-per-click works
  174. 174. (c) Jan Klin & Associates 2013https://adwords.google.co.uk/select/KeywordToolExternal
  175. 175. (c) Jan Klin & Associates 2013•Choose titles anddescriptions that arerelevant to the search•Strong ‘call to action’•Repeat search terms inthe adDo’s and Dont’s
  176. 176. (c) Jan Klin & Associates 2013•The ad links directly to therelevant landing pageDo’s and Dont’s
  177. 177. (c) Jan Klin & Associates 2013•The ad links directly to therelevant landing page•Choose titles and descriptions that arerelevant to the search•Strong ‘call to action’•Repeat search terms in the adDo’s and Dont’s
  178. 178. (c) Jan Klin & Associates 2013An Ideal Landing Page…www.free-employer-advice.co.uk
  179. 179. (c) Jan Klin & Associates 2013Landing Pages Its not just the homepage which needs toengage your audience Pages searchers andbrowsers land on whichare ‘call to action’ rich Designed to get visitorsto contact you or buyfrom you
  180. 180. (c) Jan Klin & Associates 2013An Ideal Landing Page…www.free-employer-advice.co.uk-Many ‘calls to action’-Include words whichreflect what has beensearched for-eg ‘employment law’-Build trusteg customer testimonials-appropriate images
  181. 181. (c) Jan Klin & Associates 2013For a copy of the slides…. Just email – jan@janklin.com 01928 788100 07946 513521

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