Digital Marketing 2015, Bolton, Jan Klin & Associates

1. Get Your Website Noticed
- Digital Marketing Essentials 2015
Jan Klin
Managing Partner
Jan Klin & Associates
07946 513521
jan@janklin.com

2. What we’ll cover
 SEO – search engine optimisation
 Beyond SEO – retargeting and display
advertising
 Pay per Click
 Content Marketing/Link building
 Social Media
 International visibility

3. SEO still essential..

4.  SEO– Maximising your position in the hitlist
 - What’s changed?
 36% of internet
users perceive
a company in
the top search
engine
rankings to be
a major brand
 Source: iProspect
search engine
branding survey
Click to edit Master title style

5. (c) Jan Klin & Associates
2015
What is SEO?
 Its NOT about as definitive as it used to be
 Its NOT about getting large volume phrases to
the top of Google
 It IS about getting a wide range of phrases as
high as possible and working on incremental
improvements
– Head, medium and long tail phrases
– Measure ranking positions, number of phrases ranked
and traffic increases

6. SEO in construction

7. Galleries and case studies essential

8. SEO in the Travel Business

9. SEO in the Travel Business

10. SEO success in High Tech
Manufacturing
SEO in High Tech B2B

11. SEO success in High Tech

12. SEO in Business to Consumer

13. 1. Auditing and analysis of your current
performance
2. On-page changes – content , metadata, link
structure
3. Off-page changes – content marketing , links ,
social media
How do we do SEO?

14. (c) Jan Klin & Associates
2015
What checks do we need to carry
out?
 The main ones are…

15. The Spidering Process

16. HTML Sitemap

17. (c) Jan Klin & Associates
2015
Key things to check in GWT
 Geo targeting – make sure its set
to relevant countries
 Crawl errors – ie pages not
found/broken links
 Any messages from Google
 Sitemapping
 Robots.txt

18. (c) Jan Klin & Associates
2015
Check your links at
www.linkdetox.com
 Check you backlinks with
www.linkdetox.com
 A spreadsheet will be produced
giving an assessment of each link
 We remove all moderate and high
risk links where possible
 If cannot be removed use Google
Disavow Process

19. Local results – maps, mobile, Google+

20. Local search –’Preston plumbers’

21. Map search – and on mobiles..

22. (c) Jan Klin & Associates
2015
‘Google My Business’
 Integrates maps, Google + and website
 Go to…
https://www.google.com/business
 Go through the registration process to
describe your business and location
– You’ll need a google account
 When complete thee will send you a
postcard with a access code
– Go back and complete the registration

23. Some local ranking factors
 Local on page SEO (eg Manchester, plumber etc in
text and metadata)
 Ensure name, address and postcode on website
 Get some local links (local biz directories)
 Ideally get some reviews
 Get some dialogue going on Google + with
customers

24. Developing the Initial Keyphrase List
- still important
- 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

25. (c) Jan Klin & Associates
2015
Accessing the Keyword Tool through Adwords
 Login to your Adwords account
 Then tools and analysis>>keyword planner

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

27. Analytics and keywords

28. Keep this keyphrase list for use with other digital marketing

29. Using Google’s autosuggest
 Another input into keyword analysis
 See what gets suggested and include
if relevant
BUT
 Be aware of personalisation skewing
– Results shown will reflect previous
click through activity

30. 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/engagement (less important generally ,
BUT is becoming more important)
– Number of visits, length of stay, social media activity

31. 1. Auditing and analysis of your current
performance
2. On-page changes – content , metadata, link
structure
3. Off-page changes – content marketing , links ,
social media
How do we do SEO?

32. 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
– New pages with related
content – eg history,
background, instructions

33. (c) Jan Klin & Associates
2015
Google’s ‘Panda’ Update –
Emphasis on Quality Content
 Click to edit Master text styl
– Second level
– Third level
 Fourth level
– Fifth level
- 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
-Also ‘fresh’ content favoured
(latest update)

34. Content strategy leads to high positions in many
keyphrases

35. (c) Jan Klin & Associates
2015
Quality textual content
 http://www.mantracourt.
 Scroll down to see
good quality content

41. (c) Jan Klin & Associates
2015
Google Hummingbird Update
 Even more emphasis on high
quality content and ‘conversational
search’
 More focus on ‘long tail phrases’
and user intent
– Eg ‘How do I install a combi
boiler in my house’
 Maybe less focus on keyword
matching
 More detail here…
– http://www.janklin.com/blog/yet-another-major-google-update

42. www.aardvarksafaris.com
www.aardvarksafaris.co.uk

47. You’ll need translated pages if you want
to capture foreign language searches

48. In summary
 Write text as naturally as possible
 Try to produce engaging informative and unique information
 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
 Emphasis on ‘quality’ and ‘fresh’ content
 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

49. Meta Tags – The Title tag

50. Meta Tags – The Title tag

51. metadata

52. 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 AND DESCRIPTIONS
Source: Marketing Sherpa Study, August 2005

53. Meta Tags
Keyword and Description tags

54. (c) Jan Klin & Associates
2015
Image search for ‘luxury villas portugal’
 <img src="/images/image-
gallerys/portugal/portugal-luxury-villa.jpg"
alt="Beautiful luxury villa in portugal" />

55. Components of SEO

56. 1. Auditing and analysis of your current
performance
2. On-page changes – content , metadata, link
structure
3. Off-page changes – content marketing , links ,
social media
How do we do SEO?

57. Backlinks - Use www.linkdiagnosis.com to check
your links

58. The SEO Process and Domain Authority
 Do on page SEO work first – then a ranking check to see where you are positioned
 The only remaining variable to improve to increase rankings is your domain authority
 What is domain authority (DA)?
– what is yours?
– What is your competitors?
 DA is mainly a function of backlinks into your site ( and domain age to a certain
extent)
 The gap between your DA and your competitors DA can be closed by link building

59. Check you Domain Authority

60. http://www.opensiteexplorer.org – to
check your links and DA

61. (c) Jan Klin & Associates
2015
Link Building Strategies
-aka Content Marketing
 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
– Other ‘content marketing’ will
generate links
2. It is an important factor in our
search engine rankings
– The more links the more important
we are for search engines
– That is – the higher Domain
Authority we have
– CHECK YOUR LINKS AT
www.ahrefs.com

62. The case for Re-Targeting
 Keyword ‘garden offices’
– 2000 searches per month
 3rd place in Google gives you a 6% click through
rate
– ie 120 people visit your site
 How many convert?
– Enquire, fill in form, phone, buy something
 Typically less than 5% convert meaning 114 of the
120 visitors go away without contacting you

63. Retargeting in action

64. Why do people leave websites without
making contact?
 Not relevant
 Early stage competitive research
 Call of nature
 Cat jumps on lap
 Lack of calls to action
 Difficult to navigate site
 Abandons shopping cart
– eg don’t like delivery charges
 Etc , etc

65. Retargeting example
http://retargeting-companies.findthebest-sw.com/

66. (c) Jan Klin & Associates
2015
Retargeting example
 Track visitors who spend
more than 30 seconds
looking at specific villas
 Show ads to these people
when they visit other sites
– 7 repeats per visitor over 7
days
 Ad clicks through to £100
off voucher they can
redeem with next 5 days
- (in exchange for email
address and phone number)

67. Retargeting in action

68. RTB – happens in less than 20 milliseconds!

69. (c) Jan Klin & Associates
2015
Facebook Retargeting
 Visit your site
without
converting
 When they visit
facebook ads
are shown to
invite them
back
 Ads can be
shown in news
feeds as well as
‘marketplace
ads’ on right
sidebar

70. (c) Jan Klin & Associates
2015
Facebook Boost
-to give your posts a boost
 Get your posts
higher up the
newsfeed for
increased visibility
 Pay to target a
specific
demographic – just
like facebook
advertising

71. Retargeting Types

72. (c) Jan Klin & Associates
2015
Retargeting
 See more on
retargeting at Jan
Klin’s blog and also
a list of suppliers.
 http://www.janklin.com/blog/beyond-seo-revitalising-your-web-traffic

73. 1. Auditing and analysis of your current
performance
2. On-page changes – content , metadata, link
structure
3. Off-page changes – content marketing , links ,
social media
New slides
How do we do SEO?

74. Google Adwords - PPC

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

76. 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

77. PPC in the Travel Business

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

79. 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

80. (c) Jan Klin & Associates
2015
www.villaretreats.com/ru
 A series of
Russian
landing pages
for luxury
villas
 PPC on
Google and
Yandex
 SEO for these
engines also

81. Search Term
Research &
Targeting
Drives
Quantities
of Leads
Title &
Description
Targeting
Drives
Quality of
Leads
Landing Page
Targeting
Drives
Conversions
How pay-per-click works

82. (c) Jan Klin & Associates
2015
• 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

83. (c) Jan Klin & Associates
2015
• The ad links directly to the
relevant landing page
Do’s and Dont’s
Click to edit Master text styles
Second level
● Third level
● Fourth level
● Fifth level

84. (c) Jan Klin & Associates
2015
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

85. (c) Jan Klin & Associates
2015
Remarketing
Where
have I seen
this ad
before?

86. (c) Jan Klin & Associates
2015
A few hours before –
Remarketing  Click to edit Master text styles
– Second level
– Third level
 Fourth level
– Fifth level

87. (c) Jan Klin & Associates
2015
www.mantracourt.co.uk
 Supplier of advanced
instrumentation
– Strain gauges, wireless
telemetry, signal
converters
– For marine, automotive,
engineering sectors
 Main Objective
– Increase the volume of
worldwide enquiries – in
English and foreign
languages

88. (c) Jan Klin & Associates
2015
The solution..
 .co.uk site offers limited
worldwide visibility
– Local has high relevance to
search engines
 Transfer site to .com
 Set geotargeting to
worldwide – otherwise
hosting skewed
 Produce foreign language
web pages

89. Geo-targeting
multiple countries through the same site
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399

90. (c) Jan Klin & Associates
2015
Mantracourt solution
 Professionally
produced main
language pages for
each country
 Auto translate on
other pages

91. Auto translation is not perfect!

92. For a copy of the slides….
 Just email – jan@janklin.com
– Direct: 07946 513521
– J A Klin & Associates
– Westmount, Hollow Lane, Kingsley, WA6 8EG

93. (c) Jan Klin & Associates
2015
Consider multiple device types
-avoid duplicate content issues
- Use responsive web technologies to identify
which device is being used to access your site
-Display different website sizes to reflect the
device being used
-Use google analytics to see different
device types accessing your site
See Jan Klin’s Blogpost on ‘Responsive web design’