Uktisw online marketing-jan2011-slideshare
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Uktisw online marketing-jan2011-slideshare
- 3. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries
- 5. SEO in Business to Business
- 6. SEO in Business to Consumer
- 8. SEO success in High Tech Manufacturing SEO in High Tech
- 9. SEO success in High Tech
- 10. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc
- 12. Google Base – shopping results Google Base – Shopping Results
- 20. HTML Sitemap
- 22. Register with Google Webmaster Central (GWC)
- 38. Sometimes it’s a problem…
- 44. Capturing content below the scroll
- 48. Even Busy Ecommerce sites!
- 51. Internal Links
- 53. Meta Tags – The Title tag
- 54. Meta Tags – The Title tag
- 55. Different Pages Optimised for Different Keyphrases
- 56. Meta Tags Keyword and Description tags
- 57. www.asgservices.co.uk – H1 tag
- 61. Use www.linkpopularity.com to check your links Inbound Links
- 64. Google Analytics – free and comprehensive
- 67. Websites and Localisation – Why bother with translation? www.cilt.org.uk
- 74. Register with Google Webmaster Central (GWC)
- 75. www.manacad.com – foreign language ‘landing pages’ add metatags
- 76. Country specific top level domains
- 77. Different languages on the same domain www.pneumat-europe.com
- 82. External links – anchor text
- 83. Europages – An Effective European Business Directory
- 84. Use www.linkpopularity.com to check links
- 86. www.alibaba.com – worlds largest B2B Directory
- 87. Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
- 90. Ensure Press Releases get Anchor text based links back to website
- 92. Use ‘AddThis’ to allow people to bookmark your pages
- 98. Marketing Internationally and the Web - Social media
- 99. Alexa.com – top sites worldwide
- 100. See the top visited sites around the world – 120 countries – top 100 sites
- 102. Put your blog at the epicentre of your social media and web marketing A typical blog….
- 104. Linking your digital assets
- 111. Advertise directly
- 113. Set up a personal profile
- 114. Find friends and associates
- 115. Instant Success with Facebook Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
- 117. Winetravelguides.com – website, blog, facebook, twitter…
- 121. What not to do….
- 122. Twitter and realtime search
- 123. Target something topical as a search tactic
- 126. TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
- 130. Optimise your clips…
- 134. Instant Google – just add words
- 141. Pay Per Click and the digital media mix % share of revenues for 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
- 143. Ever seen this?
- 144. Google Adwords
- 145. Yahoo PPC
- 146. Microsoft PPC
- 149. Tap into overseas markets
- 150. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
- 151. 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
- 152. Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
- 153. www.royaldubai.co.uk – PPC then SEO
- 155. www.spyfu.com
- 156. adwords.google.co.uk/ - try the tutorial
- 157. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
- 161. Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
- 165. An Ideal Landing Page… www.free-employer-advice.co.uk
- 167. 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
Editor's Notes
- Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
- Search Submit Pro is a unique solution, designed to compliment your Sponsored Search and SEO programs. SSP allows you to manage search in a holistic way and to deliver the right message to the right consumer at the right time. To provide some context around why marketers value the SSP program, I want to start by talking a bit about the search landscape and searcher behavior. Today there are 155 million unique searchers in the U.S. and the population of searchers is growing 28% YOY. As this search activity continues to grow, these searches are also becoming more complex. In 1998 an avg query was made of 1 ½ words. Today, 57% of all queries are made up of three or more words. The explosion of search and searcher sophistication really highlights the need for having the right tools in your arsenal to target the right consumers.
- The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
- Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
- There are many different ways to develop external links. The important point is to have a plan which we can use to develop our ongoing approach to link building. As we move through, particularly the practical exercises later, you will begin to put your own plans for successful link development in place.
- In the example here a keyphrase on the site is ‘technical translation’ so ideally the incoming link should include ‘technical translation’ in the hyperlink text. This is optimal for SEO and where we have control (for example when sending details to a reciprocal linking partner) we should ensure this is the case. Of course we do not always have this control – many directories dictate the form of the link.
- A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
- In the practical exercise you will download the Google toolbar which will allow you to determine the Page Rank of every site you visit. You will also check your own. This indicator (shown above) is just that, an indicator. Increasingly people are reporting that its accuracy is suspect and that Google may be intentionally giving out inaccurate PRs so its more difficult for people to fathom its algorithm. However it remains an important indicator for most sites but care must be taken not to consider it as absolutely accurate.
- There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
- Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
- This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.