Successfully reported this slideshow.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
“ organize all the world’s information and make it universally accessible”
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
What does Google like….. Keyword rich,  regularly updated content that delights the user & delivers what is searched for.
 
Google considers….. <ul><li>Your domain name </li></ul><ul><li>The number of pages in your site </li></ul><ul><li>Keywords...
 
<ul><li>Do you know…… </li></ul><ul><li>How many visitors came last month </li></ul><ul><li>How many pages did they view <...
www.google.com/analytics
 
 
Free traffic/inbound links http://www.the-free-directory.co.uk/ http://www.freeindex.co.uk/ http://www.wwwi.co.uk/ http://...
<ul><li>Would you like to appear on Page 1 of Google when people search for your product/service in your specific area? </...
 
 
<ul><li>200 character description  </li></ul><ul><li>Images </li></ul><ul><li>Multiple categories </li></ul><ul><li>Videos...
 
 
But in 2011 what Google loves more than anything else………is……
Social Media
 
Google also considers….. <ul><li>Your domain name </li></ul><ul><li>The age of your site </li></ul><ul><li>The number of p...
<ul><li>Set up a profile </li></ul><ul><li>Tone of voice </li></ul><ul><li>Find followers/friends/disciples/advocates </li...
 
 
Your customers see your ad when they   search Your ad reaches users at the moment they demonstrate interest
 
 
IMMEDIATE TARGETED MEASURABLE ACCESSIBLE
 
Keywords Be highly specific Plurals Misspellings
A Typical AdWords Ad <ul><li>Display URL (35 character limit) </li></ul><ul><li>Ad Text (35 character limit) </li></ul><ul...
Landing Page <ul><li>Must relate to the keyword used </li></ul><ul><li>Must deliver what the ad promised </li></ul><ul><li...
Timing <ul><li>Be seen in 15 minutes </li></ul><ul><li>Stop immediately </li></ul><ul><li>Constantly improve performance <...
 
 
 
Last year we spent  £500,000  of our clients’ hard earned cash ….. … and turned it into  £10,000,000   of new business for...
 
 
<ul><li>Leave cynicism & fear at the door </li></ul><ul><li>Benchmarking is essential </li></ul><ul><li>Set a realistic bu...
 
 
 
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Business Lounge 24.8.11

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Presentation for the lovely people at Business Lounge who I met at The Old Siege House in Colchester on 24th August 2011.

Published in: Technology, Design
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Business Lounge 24.8.11

  1. 19. “ organize all the world’s information and make it universally accessible”
  2. 45. What does Google like….. Keyword rich, regularly updated content that delights the user & delivers what is searched for.
  3. 47. Google considers….. <ul><li>Your domain name </li></ul><ul><li>The number of pages in your site </li></ul><ul><li>Keywords in page titles/descriptions </li></ul><ul><li>Inbound links from reputable sites  </li></ul><ul><li>Unique content on your site </li></ul><ul><li>Frequency of your content change </li></ul><ul><li>Strong internal links </li></ul>
  4. 49. <ul><li>Do you know…… </li></ul><ul><li>How many visitors came last month </li></ul><ul><li>How many pages did they view </li></ul><ul><li>Which pages did they look at </li></ul><ul><li>How long did they stay </li></ul><ul><li>Where are they located </li></ul><ul><li>Which keyword attracted them </li></ul><ul><li>Which site referred them </li></ul><ul><li>Are they new to your site </li></ul>
  5. 50. www.google.com/analytics
  6. 53. Free traffic/inbound links http://www.the-free-directory.co.uk/ http://www.freeindex.co.uk/ http://www.wwwi.co.uk/ http://www.uksmallbusinessdirectory.co.uk/ http://www.internet-heaven.co.uk/stuff/add.php http://www.scoot.co.uk/advertise/free-listing.html http://www.yelldirect.com/internetadvertising/ http://www.businessmagnet.co.uk/ http://www.freeadvertising-business.co.uk /
  7. 54. <ul><li>Would you like to appear on Page 1 of Google when people search for your product/service in your specific area? </li></ul>
  8. 57. <ul><li>200 character description </li></ul><ul><li>Images </li></ul><ul><li>Multiple categories </li></ul><ul><li>Videos </li></ul><ul><li>Opening times </li></ul><ul><li>Coupons </li></ul><ul><li>Reviews </li></ul>
  9. 60. But in 2011 what Google loves more than anything else………is……
  10. 61. Social Media
  11. 63. Google also considers….. <ul><li>Your domain name </li></ul><ul><li>The age of your site </li></ul><ul><li>The number of pages in your site </li></ul><ul><li>Keywords in your page title tags  </li></ul><ul><li>Inbound links from reputable sites   </li></ul><ul><li>Unique content on your site </li></ul><ul><li>Frequency of your content change </li></ul><ul><li>Site accessibility </li></ul><ul><li>Strong internal links </li></ul>
  12. 64. <ul><li>Set up a profile </li></ul><ul><li>Tone of voice </li></ul><ul><li>Find followers/friends/disciples/advocates </li></ul><ul><li>Share information </li></ul><ul><li>Interact with others </li></ul><ul><li>Grow your audience </li></ul><ul><li>(REPEAT) </li></ul><ul><li>Not a broadcast medium </li></ul>
  13. 67. Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
  14. 70. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE
  15. 72. Keywords Be highly specific Plurals Misspellings
  16. 73. A Typical AdWords Ad <ul><li>Display URL (35 character limit) </li></ul><ul><li>Ad Text (35 character limit) </li></ul><ul><li>Ad Title (25 character limit) </li></ul>
  17. 74. Landing Page <ul><li>Must relate to the keyword used </li></ul><ul><li>Must deliver what the ad promised </li></ul><ul><li>Must have a strong call to action </li></ul>
  18. 75. Timing <ul><li>Be seen in 15 minutes </li></ul><ul><li>Stop immediately </li></ul><ul><li>Constantly improve performance </li></ul><ul><li>Exploit events & industry news </li></ul><ul><li>Weekdays only </li></ul>
  19. 79. Last year we spent £500,000 of our clients’ hard earned cash ….. … and turned it into £10,000,000 of new business for them
  20. 82. <ul><li>Leave cynicism & fear at the door </li></ul><ul><li>Benchmarking is essential </li></ul><ul><li>Set a realistic budget </li></ul><ul><li>Use the keyword tool </li></ul><ul><li>Get on 10 directories </li></ul><ul><li>Get on Linked In </li></ul><ul><li>Get on Google Maps </li></ul><ul><li>Do something tomorrow </li></ul>

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