Search Marketing Workshop


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Search Marketing Workshop seminar, outlining the key components of search marketing and how search marketing must now include more than just SEO and the techniques you need to know about to take full advantage.....
....A good introduction for small businesses looking to get started in online marketing.

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Search Marketing Workshop

  1. 1. Search Marketing Seminar Workshop
  2. 2. Search Marketing • The aim: To start to understand what makes up a search marketing plan and to discuss the elements involved. – Through combination of participation and information. • So you can go away and start to apply some of the principles to your own web sites
  3. 3. Search Marketing • Strategic considerations: • How can we employ search engine optimisation and how does it work? • What part can PPC play in our Search Marketing Plan? • What other strategies can we use online to help our search visiblity, either directly or indirectly? • What resources are required and what are the timescales to get this work done? • Why as search marketers do we need to be involved from the outset? • How can we measure the results of our Search marketing
  4. 4. Search Marketing • Tactical considerations: • Why do we need to understand keyword research? • Where can we find the right online tools to use? • Which social media is relevant and how can it be harnessed? • What other digital assets have we got and what use are they? • Is it just about our search engine rankings? • Set up and Ongoing workload – what to consider form the start.
  5. 5. What is SEO? • Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results – Wikipedia 2009 • You want to make it easier for search engines to find, index, categorise and rank your web pages • This can be done on the web site and off the web site.
  6. 6. SEO is about............... Content Links
  7. 7. Search Engines............. Share Google 63.7 Yahoo! Sites 20.5 Microsoft Sites 8.3 Ask 3.8 AOL 3.7
  8. 8. Content - Why are Keywords important? • Search engines are text based • Search engines need keywords to establish what your web page is about... • they can index it correctly • it can be ranked in search results • .......and to deliver your pages when users search on those keywords in search results
  9. 9. Search Engines..................... • Collect information – Google Bot – Crawl – Spiders • Information is organised • Information is stored on servers worldwide
  10. 10. What is the most important keyword question? • What are users searching on in search engines related to our business?............ • ..............If you dont know this how do you know what keywords to use on your web site to generate more relevant traffic to your web site? • YOU DONT!
  11. 11. The first thing we must do in our SEO efforts is.................. • Keyword Research – Many online tools, paid for and free – Develop your keyword lists for your web site. • What keywords would we think about researching for our new Hospitality Update site?
  12. 12. How many keywords do we need? • As many as you like, but each page of your web site needs to be optimised for 2/3 keywords or phrases................. • the more words you have the more content you will need
  13. 13. The biggest keywords mistakes are..... • Trying to optimise all your keywords on one page • Not including keywords in content or not enough • Assuming the keywords that users are searching on and using the WRONG keywords • Not using keywords at all • Being broad and not narrow
  14. 14. Where should keywords go? • Code – Actual domain name – URL’s – Meta Data • Content – on the page – .....and in links to other pages – .....and in links from other sites
  15. 15. • The domain name – should we care? • Yes we should! • If we can get the key term or terms into the domain name this will help your web site rank highly quickly • The domain name is fixed for what else could we do?
  16. 16. If I click excel jobs.................
  17. 17. Notice the new url of this page... ........
  18. 18. Excel jobs search in Google............... ......this site is in the No. 1 position........
  19. 19. .........and Hospitality Update?
  20. 20. HU has not got keywords in page URL’s
  21. 21. Code – URL’s • How do I get keywords into my page URL’s? – URL’s can be rewritten in many web site development programmes and software, if they can be set up to give you what you want – /hospitality – suppliers/kitchen-equipment is much more search engine friendly than a series of characters and numbers!
  22. 22. Code-Meta Data • Meta data is the data about the data in the source code of a page • Search engines use this data about the data to help index web pages. • Is it useful to get keywords and terms into meta data?.................. • ..................!
  23. 23. Meta tags appear here....and need to be relevant to THIS page
  24. 24. Meta title will appear at the top of the browser.....
  25. 25. Code-Meta Data • Title tag 40-60 characters • Description Tag up to 250 characters • Keywords tag – main and secondary
  26. 26. What meta data shall we use for our new Hospitality Update home page? • Title: • Description: • Keywords:
  27. 27. Content – On the page • Where? • If you dont get your keywords into content then you may have wasted the other seo efforts • In the first paragraph or two • Bold and italics • As text in links throughout the site = Anchor text links
  28. 28. Content-On the page • Clearly the more content you have on your site the more keywords you can optimise for • Adding content is key to developing your SEO • Be narrow not broad • Up date your keyword research regularly.
  29. 29. So, what is our plan for content for HU? • Keywords? • Domain? • URL’s? • Meta Titles, description, keywords? • Page content?
  30. 30. Why are Links to your site important? • They bring traffic • They are seen as a vote for your site – link popularity • The more links to your site the more popular your site, the higher the ranking
  31. 31. Google Pagerank is a guide to your link popularity...
  32. 32. Why do links need to be relevant? • They bring relevant traffic that might then convert on your site – leave info or buy from you! • The search engines will see your site as an authoritative site in your market place • If they are not relevant they are not as strong as far as search engines are concerned.
  33. 33. Where can we get links from? • Other sites • Directories • Industry associations, professional bodies • PR online • Social Media • Optimising and distributing other digital assets.
  34. 34. Should we use PPC? • PPC =PAY PER CLICK • Complimentary to SEO • Assists the SEO effort • Short term results • Needs careful management ongoing • Needs measuring otherwise you could be throwing money down the drain!
  35. 35. What other strategies can we use? • Online PR • Write articles and stories around the launch and OPTIMISE them! • Distibute them through online PR sites such as PR Web to thousands of sites across the internet. • Generate traffic, awareness, interest, embed links back, and develop other links as articles get picked up by other sites
  36. 36. What other strategies can we use? • Social Media • Create your own groups in linkedin, facebook, twitter, flickr and optimise any content • Distribute Social Media content, releases. • Social Networking • Make sure users can share their experience on any number of social networking sites
  37. 37. What other strategies can we use? • Digital asset optimisation and distribution • Any content you have can be OPTIMISED and used on the new site or distributed online – pdfs, whitepapers, photos, video, audio, datasheets, office docs.
  38. 38. What resources are required and what are the timescales? • Consider set up and ongoing work at the outset. • SEO – medium to long term benefits • PPC – short term benefits • Once set up these programmes need to be part of your ongoing strategy – you will need resource to manage these activities daily. • Important to continue to develop content ideas and manage any adwords campaigns carefully.
  39. 39. measurement • Is it all about rankings.................? • • Using different strategies means that you need to monitor all of them. • Google Analytics is the best place to start. • Social media monitoring • Ranking and indexation reports.
  40. 40. Search marketing plan • Not search engine marketing but SEARCH Marketing. • Think about search from the outset, not after the site has been built, gone live! • Consider the short term and the longer term – SEO is a medium to long term strategy but Adwords and online PR will give you more immediate benefits • Consider what other digital assets you have and how you can use them........ • ..........but any content that can be searched needs to be OPTIMISED. • Measure the results and take action to improve • Don't just set things up and wait, get an ongoing programme going.
  41. 41. Thanks for listening!