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DIY WEBSITE MARKETING

The document outlines strategies for effective website marketing, focusing on utilizing search engine algorithms like Panda, Penguin, and Hummingbird to enhance online visibility and profitability. It emphasizes the importance of combining SEO with a comprehensive internet marketing strategy to drive traffic and conversions, measuring success through analytics and user engagement. Additionally, it discusses the significance of quality content, usability, and reputation management to optimize web performance and customer interactions.

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Search Engine Optimization•
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DIY Website Marketing Business 50 Event Edinburgh 28 January 2014
Your presenter Brian Mathers Director ICTADVISOR LTD Real World Internet Marketing Practitioner Help Websites WIN ONLINE and MAKE MONEY
Our Collaborative Partners
LEARN HOW TO FEED THESE ANIMALS PANDA – HUMMINGBIRD - PENGUIN
PANDA DEFINITION The change aimed to lower the rank of "low-quality sites" or "thin sites“ and return higher-quality sites near the top of the search results.
PENGUIN DEFINITION Aimed at decreasing search engine rankings of websites violating Google’s Webmaster Guidelines keyword stuffing, cloaking (Sneaky redirects/Doorway Pages) participating in link schemes (excessive link exchanging, building partner pages just for the sake of cross linking), deliberate creation of duplicate content, and other stuff....
HUMMINGBIRD DEFINITION The World Informed September 2013 At Google’s Official Birthday (15 Years Old) Google Started the Algorithm 30 August 2013 Search can be a More Human Way To Interact With Users and Provide a More Direct Answer
HUMMINGBIRD TELL ME AGAIN! Think of a Car, built in the 1950s It Might Have a Great Engine But the Engine might lack things like Fuel Injection or unable to use unleaded Fuel. Google has dropped the OLD ENGINE Out of the Car And Put in a New One. Google DRAMATICALLY last updated its Algorithm 2001 THIS IS A BRAND NEW ENGINE with some OLD PARTS like – Panda & Penguin
WHERE TO GET YOUR ANIMAL FEED
ZOOKEEPERS CONVENTION THIS WAY
YOU MUST HAVE A MARKETING DISCIPLINE
BE A WEBSITE CHAMPION WITH COMMITMENT & DETERMINATION
A WEBSITE CHAMPION WITHOUT TOO MANY DISTRACTIONS
WHAT IS THE GOAL OF THE WEBSITE
THE NUMBER 1 GOAL MAKE MONEY
THE 2nd GOAL What Do People Do On The Site That MAKES ME MONEY
THE 3rd GOAL How Do I Get More Visitors Do What I Want Them To Do On The Site To MAKE ME EVEN MORE MONEY
THE GOAL TRAFFIC + CONVERSION = SALES ADDS TO PROFITS A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO – SEO IS A COMPONENT OF SEARCH MARKETING SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME
THE GOAL TRAFFIC + CONVERSION = SALES ADDS TO PROFITS A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO – SEO IS A COMPONENT OF SEARCH MARKETING SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME
NOT JUST SEO BUT HAVING A MARKETING STRATEGY
How Do We Measure That? Analyze
How Do Search Engines Work?
Organic VS Paid Search Results OVERALL, USERS CLICKED ON ONE OF THE TOP 3 RESULTS 68% OF THE TIME: Result 1: 48 percent Result 2: 12 percent Result 3: 8 percent Remainder: 32 percent BRANDED SEARCHES, TOP SEARCH RESULT OVERWHELMINGLY RECEIVED THE MOST CLICKS – MAKES SENSE! Result 1: 80 percent Result 2: 6 percent Result 3: 4 percent Remainder: 10 percent NON-BRANDED SEARCHES, SEARCHERS MORE WILLING TO GO BEYOND THE TOP 3 RESULTS Result 1: 35 percent Result 2: 15 percent Result 3: 11 percent Remainder: 39 percent GOOD NEWS FOR SITES THAT DON’T HAVE THE LUXURY OF RANKING IN 1 OF THE TOP 3 SPOTS THERE’S TRAFFIC & MONEY IN THAT 39% (POSNS 4-10) TO BE HAD IF YOU CAN GET YOUR SITE ON PAGE 1
Organic VS Paid Search Results NATURAL CTRs BY VERTICAL. THE HIGHEST CTRs ON THE TOP 3 RESULTS WERE ON SEARCHES FOR AIRLINES | BROADCAST MEDIA | CAR MANUFACTURERS, THE LOWEST CTRs FOR THE FIRST 3 POSITIONS CURRENT EVENTS/NEWS HOME AND GARDEN COMPUTERS & CONSUMER ELECGTRONICS PAID SEARCH RESULTS & CLICK-THROUGH RATES – WHO ARE THOSE 6% CLICKING ON PPC ADS WOMEN (53%) MEN (47%) AGE IS ALSO A FACTOR YOUNGER SEARCHERS (35%) LESS LIKELY TO CLICK ON PAID ADS 35% OF ADS CLICKED ON BY SEARCHERS AGED 34 OR YOUNGER AS AGE INCREASES, SO DOES THE NUMBER OF PEOPLE CLICKING ON THOSE ADS (65 %) OF AD CLICKS COME FROM SEARCHERS AGED 35 OR OLDER GOOGLE VS BING GOOGLE IS CROWNED THE “CLEAR LEADER” WITH A 91% SUCCESSFUL SEARCH RATE
Have Some Basic Knowledge of HTML
Having a Little Knowledge Helps When Dealing with Web Designers
You Drive The Web Project Not The Web Designer
What Tools Do You Need? What Dashboards To Monitor?
TECHNICAL SEO
What are You Like on the Mobi
How Many of You Are: Responsible For Developing Content For Your Website? Feel Like You Are Appreciated in the Role? Get People Reading The Content We Want them to Read?
Approach To Creating Content Not Everybody Comes To Your Website For The Same Reasons Break Down Motivations Why Did Someone Come to The Website? What Were They Looking For?
The More You Listen as a Sales Person The More You Learn The More you Learn The More Intelligently You can Sell
HOW IMPORTANT IS YOUR BRAND?
Shallow folder structure with relevant words Keywords in page name, separated by hyphen Single domain www.pro-scot.com/driving-lessons/areas-covered/leven
Information Architecture Search vs Usability The According to the Website Standards Association It will take only ten seconds for a visitor to decide if he/she intends to continue viewing the Website. Wang and Huang argue that it could take as little as fifty milliseconds for a visitor to decide if a Website will satisfy their particular need. Both authors agree that if the visitor does decide to leave the Website based on a bad first impression, the chances are very high that the visitor will in all probability will never return, confirming the importance of Website usability.
Following Slides Courtesy of Rand Fishkin @MOZ
How to create a keyword matrix Go Wide Dig Deep
WORDTRACKER KEYWORD TOOL GET A 7 DAY FREE TRIAL www.ictadvisor.com/wordtracker-W21page-125-
Competitor Analysis
The AVG Web Page Content Read 20% 600 words = 20% read more words = 18% read
Content is not Just Writing Content Nor Just Developing It It’s How You Present that Content
1. Who needs what you have? 2. How does it make their life better? 3. What type of search?
The most important word in your copy? You
Give me reasons why I should buy from you… But first…let’s talk about Features and benefits
Features = fact, what is it Benefits = the difference it makes to a customer’s life
Keywords & Keyword phrases: Tell us what people are searching for Allow us to answer queries in the searchers own words Get more visits by covering the entire buying cycle
The ‘SEO’ bit Title Meta Body • Headlines • Sub headlines • Hyperlinks • Copy
The ‘copywriting’ bit Pages to write from scratch: Home page Sales pages Pages to edit: FAQs About Us Articles White Papers Category pages Older blog posts
The ‘copywriting’ bit Headline Benefits Testimonials Raising Objections Call to action
Scan-ability • • • • • Headlines Meaningful sub-headings Bulleted lists Bold words Attractive Action Graphics
How to Handle Online Critics Without an Online Presence YOU can still be effected Before Buying Visitors Read Reviews | Testimonials Being ONLINE Gives You a Way To React Monitor What is Said About YOU – Its Important Negative Reviews – Pursue resolution methods All POSITIVE feedback has less effect than 1 coherent NEGATIVE comment RESPOND to NEGATIVE feedback NEVER get involved in a FLAME WAR ALWAYS respond CALMLY and PROFESSIONALLY
Link Building in 2014