1. The document discusses various online marketing strategies including search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and blogging. 2. It provides tips for optimizing websites for search engines through keyword research, on-page content optimization, internal linking, and backlink building. 3. The key to success is developing an online marketing strategy that incorporates various techniques like SEO, PPC, social media, and content marketing to maximize visibility and drive traffic.

1. Maximising the Effectiveness of your Online Marketing – From Social Media Marketing to SEO Jan Klin Managing Partner Jan Klin & Associates 01928 788100

2. Search marketing Search Engine Optimisation (SEO) Pay per Click advertising (PPC) Best practice Links and Directories Blogging – your bridge to social media marketing Social Media Marketing Facebook, YouTube, Twitter Q&A Agenda

3. Marketing Evolution Conventional TV Radio Print ads Telemarketing Email shots Direct Mail Modern Search marketing -(SEO,PPC) RSS Permission based email Blogging Social media

5. Search Marketing – Maximising your position in the hitlist Click throughs dissipate as we move down the list 33% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey

6. Google Adwords

7. Microsoft PPC

8. What determines your ads position? Bid price Advert effectiveness Landing page quality

9. 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

10. Tap into overseas markets

11. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

12. 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

13. 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

14. www.royaldubai.co.uk – PPC then SEO

15. Measure your performance

16. www.spyfu.com

17. adwords.google.co.uk/ - try the tutorial

18. 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

19. https:// adwords.google.co.uk/select/KeywordToolExternal

20. Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page Benefits Increased Traffic Traffic Quality Premium Partner Network Quality mapping Good Conversion Rates Separate Bidding Branding

21. Using the Content Network Use Google content network Focus on what you can do at the hotel Scrabble, walks etc Ad appeared on Facebook and caused huge traffic spike

22. 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

23. 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

24. The ad links directly to the relevant landing page Do’s and Dont’s

25. The ad links directly to the relevant landing page 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

26. 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

27. Other tips Try both ‘exact match’ and ‘broad match’ Use negative keyword option – eg Tom Cruise, Nile Cruise Try A/B testing for landing pages Experiment with ‘content network’ Experiment with ad positions

28. SEO –Search Engine Optimisation

29. SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list 33% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey

30. 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

31. SEO in Business to Business

32. SEO in Business to Consumer

33. SEO success in High Tech Manufacturing SEO in High Tech

34. SEO success in High Tech

35. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc

36. Universal Search

37. Universal Search Google maps, news, images, You Tube, Blogs, MySpace,etc…. Certainly Google Base if you have products to sell - http://base.google.com/

38. Google Base – shopping results Google Base – Shopping Results

40. Google Places 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

41. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages Utilise correct ‘keyword density’ Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

42. The Spidering Process

43. Are you in the Google index? Site:www.yourdomain.com Use the ‘Site’ command with your domain name at the Google search box For Example: Site:www.businesslinkkent.com 497 web pages in the index

44. Check your spiderability – can the search engines spider your whole site? http://tools.seobook.com/general/spider-test/index.php http://www.se-spider.com /

45. http://www.se-spider.com /

46. HTML Sitemap

47. Use a sitemap Use html navigation Add html links to all other important pages Use a google sitemap www. xml - sitemaps .com Check your spiderability at http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl MAKE YOUR SITE “ SPIDERABLE ”

48. Register with Google Webmaster Central (GWC)

49. Getting the right domain and 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…….

50. International traffic Issues Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc) If you have a .com (or .net, .info etc) they will use your hosting location to determine this Use Google Webmaster central to override this and tell Google where you want traffic from

51. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages Utilise correct ‘keyword density’ Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

52. Strategy and Process The right keywords or keyphrases are the starting point for our strategy Traffic from a variety of uncommon phrases? Eg ‘marketing training courses Manchester’ One big win on a major phrase? Eg ‘Training courses’ ‘ personal loans’

53. SEARCHER BEHAVIOUR Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy Search activity is growing 25.9M unique searchers in Europe 304M searches per month 453M page views Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words 57% of search queries involve 3+ words 2010 Search Queries by Number of Words

54. Keyphrase Selection It’s a two stage process… 1. Developing the Initial List 2. Refining and shortlisting your choices See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

55. Developing the Initial List - 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

56. https:// adwords.google.co.uk/select/KeywordToolExternal

57. www.digitalpoint.com

58. Keyphrase Analysis Or…run a pay per click campaign! 3 months This way you’ll find out what really works What converts to sales or enquiries

59. What are the main factors to consider when selecting and prioritising keyphrases? Search Volume – the number of monthly searches The bigger the better? Business Relevance – how important is this term to my business Keyphrase relevance – what is the searcher looking for when using this phrase Single word phrases are not good as its difficult to know the searchers intent Phrases can have different meanings ‘eg ‘cold treatment’ Mix ‘long tail’ and ‘head phrases’ Competition – how much competition is there for this phrase

60. What do you do if there’s no direct translation? “ City breaks” has no direct equivalent in: French German Dutch Spanish Italian

62. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages Utilise correct ‘keyword density’ Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

63. 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 (less important generally , BUT will become more important) Number of visits, length of stay, social media activity

64. 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 Use pdf’s, word documents New pages with related content – eg history, background, instructions

65. The Keyword Density Issue for Visible Text What do you think of this bit of copywriting! Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets 1%-3% is ideal (keep below 10%) Check you density with: www.ranks.nl/tools/spider.html

66. www.asgservices.co.uk

67. Capturing content below the scroll

68. www.aadrvarksafaris.com

71. Even Busy Ecommerce sites!

72. More copywriting examples…. Iobuild Dean International

73. In summary Write text as naturally as possible 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 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

74. Internal Links

75. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

76. Meta Tags – The Title tag

77. Meta Tags – The Title tag

78. Different Pages Optimised for Different Keyphrases

79. 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 Source: Marketing Sherpa Study, August 2005

80. Meta Tags Keyword and Description tags

81. www.asgservices.co.uk – H1 tag

82. Optimising your Metadata- Important that the tags show a theme between each other and the visible content Title tag No more than 10 words, use hyphens, commas pipes (|) as delimiters 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

83. 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 (less important generally , BUT will become more important) Number of visits, length of stay

84. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

85. Use www.linkpopularity.com to check your links Inbound Links

86. 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process

87. Google Analytics – free and comprehensive

88. Phone Call Tracking Visitor level call tracking possible by generating unique numbers for every visitor We can track.. PPC or SEO Specific keyword typed Visited direct or via a directory/link Offline campaigns can be integrated Benefits Which keywords are driving sales/enquiries and which are not Which regions are most important Phone calls can be listened to for improvements

89. International SEO

90. Register with Google Webmaster Central (GWC)

91. www.manacad.com – foreign language ‘landing pages’ add metatags

92. Country specific top level domains

93. Different languages on the same domain www.pneumat-europe.com

94. Link Building

95. Link Building Strategies 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 2. It is an important factor in our search engine rankings The more links the more important we are for search engines CHECK YOUR LINKS AT www.linkpopularity.com

96. Where do links come from? Directories -General -Industry specific -Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Social Bookmarking sites In Blogs Article and Press release submission Affiliates Free lessons at http://www.janklin.com/blog/

97. External links – anchor text

98. Iobuild - Garden Office Manufacturer

99. Rich in Search Engine Equity

100. Page Rank – a measure of search engine ‘equity’ Running the cursor over this area will indicate the Page Rank In this case - 9

101. www.worklifebarrow.co.uk

102. Use www.linkpopularity.com to check links

103. Yahoo Site Explorer

104. www.alibaba.com – worlds largest B2B Directory

105. www.cloggs.co.uk Always in the top 3 in google for top 20 keyphrases Optimised metadata and visible data Built backlinks Focused on the ‘structure’ of the link

106. Anchor Text Example <a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners </a>

107. Where do these links come from? Blogs

108. Where do these links come from? PR (‘Public Relations ’) Sites PR Directories Examples PRWeb PR World Google News

109. Ensure Press Releases get Anchor text based links back to website

110. Using Backlinkanalyzer to check your links (or backlinkwatch.com)

111. www.dgcos.org.uk Using Logos/accreditations to get backlinks Logo gets sent to accredited members to afix to their website Code is included within the logo with ‘anchor text’ based link back to website

112. Use ‘AddThis’ to allow people to bookmark your pages

113. www.janklin.com – free lessons http://www.janklin.com/blog/lesson-7-link-building-1 http://www.janklin.com/blog/lesson-10-link-building-2

114. New site or not? New domains take a while to get ranked by Google (let’s say 6 months) If possible add new pages to existing sites to get quicker rankings If necessary use existing domain to capture phrases and redirect to new site Eg Heskins.com to Heskins.fr and Heskins.it Use .com to capture italian and french searches and redirect to relevant site Use GWC to tell Google that part of .com site dedicated to french and italian traffic

115. Essentials for new sites…. Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page The CMS should generate SE friendly urls Eg www.yoursite.co.uk/blue_widgets NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?tabId=3&BV_SessionID=EngineID=cccd You need the functionality to override this metadata to streamline the SEO moving forwards The architecture has to be search engine optimised – eg most important pages close to homepage Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering http://www.janklin.com/blog/seo-and-new-websites

116. Redesigning an existing website - Preserving Page Rank The inner ‘Page Rank’ equity has to be preserved 5 th item down is www.bodycote.com/?OB=1 – 20 This page has a Page Rank value of 5 What will happen to this equity when a new page is set up? Search Engine friendly redirection of each page is essential

117. Search Engine friendly Redirection -301’s 301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity Use to transfer page rank from old page to a new one Jan’s blog – how to do 301’s http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html

118. - Social Media Marketing

119. Alexa.com – top sites worldwide

120. See the top visited sites around the world – 120 countries – top 100 sites

121. Social Media Marketing

122. Put your blog at the epicentre of your social media and web marketing A typical blog….

123. Benefits 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

124. Linking your digital assets

125. Your 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 to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites

126. Facebook and Marketing Over 500 million active users Adding users at the rate of 250,000 per day Top Social Search Engine Largest Social media site

127. What 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

129. www.winetravelguides.com

130. Develop your visibility Create an engaging page Events, videos, discussions, photos, blog articles Get found by search based on content and number of ‘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

131. Advertise directly

132. Advertise 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

133. Set up a personal profile

134. Find friends and associates

135. 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

136. Increase your visibility Start your own discussion group or community Participate in other discussion groups or networks - (55,000 active networks) Become a ‘fan’

137. Winetravelguides.com – website, blog, facebook, twitter…

138. www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure Facebook 1027 fans Advertises daily (£5/day) Posts weekly 60% of leads/sales via Facebook One ‘big win’

139. Twitter - Microblogging Twitter and promotion Twitter and real time search

140. Twitter and Promotion Promotion of your products, websites, events….. 140 characters BUT links back to more detailed content Link your Blog to Twitter to save time

141. What not to do….

142. Twitter and realtime search

143. Target something topical as a search tactic

144. Twitter for Business Leads Searches for tweets relating to play equipment Responds to situations requiring product supply to generate business opportunities

145. Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161 Twitter’s first real attempt at monetisation Pay to have your selected tweats appear at the top of the search list People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards

146. TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface

147. Twellow.com Twitter Directory See what people are tweeting about in your sector

148. YouTube and Video Now the number 2 search engine Promote your products via YouTube and other video upload sites Include videos within your own website

149. Top Video sites You could use Tubemogul to submit to all major video hosting platforms

151. Optimise your clips…

152. Video 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 target keyphrases (you can use Youtube to see what the most popular 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

153. Google Universal Search

154. Google Universal Search and ‘Digital Assets Optimisation’

155. Digital Assets Optimisation (DAO) Optimise you website But also ensure all other digital assets get visibility.. Images (17% of all searches are for images) Blogs Videos News and Press Releases Social Media assets AND – submit to appropriate sources… Google News, Google Base, Google Local for maximum search engine visibility NB – opinions and content on social media sites will become important signals for search engines

156. Instant Google – just add words

158. For a copy of the slides…. Just email – [email_address] 01928 788100 07946 513521