The document discusses various online marketing strategies including search engine optimization (SEO), social media marketing, and pay-per-click (PPC) advertising. It provides tips on optimizing content, keywords, links, and metadata to improve search engine rankings. Additionally, it covers best practices for using social media platforms like Facebook, Twitter, LinkedIn, and YouTube to engage customers and drive traffic. Specific strategies mentioned include blogging, link building, video marketing, and advertising on social networks.

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

4. 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

5. Google Adwords

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

7. 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

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

9. 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

10. 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

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

12. 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

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

14. Landing Pages Its not just the home page which needs to engage your audience Pages searchers and browsers land on which are ‘call to action’ rich Designed to get visitors to contact you or buy from you

15. 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

16. SEO –Search Engine Optimisation

17. 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

18. SEO in Business to Consumer

19. SEO success in High Tech Manufacturing SEO in High Tech

20. SEO success in High Tech

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

22. 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

23. 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

24. The Spidering Process

25. 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

26. HTML Sitemap

27. Register with Google Webmaster Central (GWC)

28. 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…….

29. 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

30. 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

31. 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

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

33. www.digitalpoint.com

34. 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

36. 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

37. 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

38. 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

39. Google’s ‘Panda’ Update – Emphasis on Quality Content Sites with copied content are getting penalised -Emphasis needs to be on original and interesting content -Copy writing needs to be a priority activity of SEO -’Duplicate content’ is a definite no - no

40. www.aadrvarksafaris.com

44. 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

45. Meta Tags – The Title tag

46. Meta Tags – The Title tag

47. Different Pages Optimised for Different Keyphrases

48. Meta Tags Keyword and Description tags

49. 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

50. Where 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

51. 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

52. Google Analytics – free and comprehensive

53. Link Building

54. 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

55. 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/

56. Use www.linkpopularity.com to check links

57. Yahoo Site Explorer

58. Where do these links come from? PR (‘Public Relations ’) Sites PR Directories Examples PRWeb PR World Marketwire Business Wire PR Newswire

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

60. 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

61. 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

62. - Social Media Marketing

63. Alexa.com – top sites worldwide

64. Social Media and SEO Social Media Marketing is important in its own right Facebook, Twitter, Youtube, LinkedIn Social Media activity is increasingly important as a signal for search engine rankings Particularly Twitter and Facebook Social Media properties get displayed in search results Google Universal and Digital Assets Optimisation

65. What can we use Social Media for? Brand awareness Brand advocacy Generating traffic and sales Customer service and information Customer support

66. Social Media Marketing Confused by Social Media?

67. Linking your digital assets

68. 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

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

70. blog.everythingdinosaur.co.uk Blogs twice a week Captures several hundred ‘long tail’ phrases Over half total web traffic comes from blog

71. Facebook and Marketing Over 600 million active users Adding users at the rate of 250,000 per day Top Social Search Engine Largest Social media site

72. 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 Through interaction and engagement Create brand awarness, build advocacy, generate traffic and sales, customer service, research /data

74. www.winetravelguides.com

75. 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 Advertise!

76. Advertise directly

77. 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

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

79. www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure Facebook 1054 fans Advertises daily (£5/day) Posts weekly 55% of leads/sales via Facebook One ‘big win’

80. What determines what I see in my ‘top news’ feed? – Edgerank Algorithm

81. My last visit to Facebook

82. What determines your position? – Edgerank algorithm

83. Edgerank Algorithm 95% of Facebook users use ‘top news’ Clearly if you want top visibility for your brand you need to understand ‘edgerank’ Egderank based on:- Affinity, Edge weight, recency (so post often) ‘ Edges’ are every interaction you have on Facebook Eg – uploading a photo, ‘liking’ something etc

84. Affinity Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand For example – if you comment on someones photo they are more likely to appear in your feed If you snoop on someones profile (eg ex girlfriend) she is more likely to appear in your feed Therefore – ensure you get people to interract with your fan page!

85. Edge Weight All ‘edges’ arent created equal We know that photos, videos and links have high edge weight Knowing this we should use these edges and encourage people to interact with them So use a variety of these objects in your status updates to appeal to different people who respond to different object Encourage them click on a photo or video Encourage them to click on a link, etc In short encourage interaction with you via multiple objects

86. Lots of ‘likes’ - but how important is that?

87. Lots of interaction to engage fans, increase affinity and increase sales Encourage interaction Add free downloads of vids and music Competitions (eg tickets to shows) to engage fans and their friends Vids and music have high edge weight Posting twice a day for recency

88. Use Twitter to promote latest music and games

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

90. 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

91. What not to do?….

92. Twitter and realtime search

93. Search for ‘royal wedding’ on 29/4/2011

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

95. 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

96. Cloggs and Social Media 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’ – ie post references on their walls Encourage people to retweet To date have around 17000 fans, and 9000 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing Helps with search engines

97. Cloggs and Social Media They follow their competitors followers – who in turn follow them Encourage people to follow/like them in return for getting regular offers and promotions Use social media to enagage and interact with their customers – offers, problems , etc Use social media also for email database sign-ups Only generates less than £10k per month Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen

98. 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

100. Optimise your clips…

101. Posted in other languages…

102. Google Plus – Serious Facebook competition? 45million users in first month Similar functionality to FBook No business pages yet

103. Google’s Plus One Coming soon – similar to Facebooks ‘like’ button Allows you to mark web pages you like from search results Google will then include these sites in your search results More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends You need to be signed in, and have a Google profile

104. LinkedIn 100 million on line, Business focussed Set up a profile And get found Set up connections with other people Leverage the network affect Participate in groups Set up your own; participate with others Jobs Search for jobs, advertise your cv, advertise your position via your network

105. Set up your Linkedin profile

106. LinkedIn-Your connections Leverage the network affect

107. LinkedIn – participate in groups -or set up your own

108. www.backtype.com – monitor what people are saying about you on the web

110. www.socialmention.com

111. UKTI mentions

112. Google Universal Search ‘Digital Assets optimisation’

113. For a copy of the slides please email…. [email_address] …also for free online marketing lessons Jan Klin & Associates 01928 788100 07946 513521 [email_address]