I conslt march2013

Today’s Answers to Yesterday’ s
Marketing Questions–

Inbound Marketing - From Social Media Marketing to SEO

Jan Klin
Managing Partner
Jan Klin & Associates
01928 788100

(c) Jan Klin & Associates 2012

Sales Funnel and Inbound Marketing
 Accepts that we want to
communicate with
people at each stage of
the process
No interest
 Accepts that people
respond to different
media at different stages

 Accepts that ‘the more
we give the more we get’

 Content Marketing
– Blogging, S Media,
whitepapers, ebooks,
email newsletters…


SEO -Still the main method..


 SEO– Maximising your position in the hitlist
 Click throughs dissipate as we move down the list

36% of internet
users perceive a
company in the
top search
engine rankings
to be a major
brand

Source: iProspect
search engine
branding survey


SEO in Business to Consumer


SEO in High Tech B2B

SEO success in High Tech
Manufacturing


SEO success in High Tech


Google Places – before

-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


Google Local - After


Google Base – shopping results - Before


Google Shopping- After


Strategy
and Process
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

The Spidering Process


Register with
Google Webmaster Central (GWC)


Developing the Initial Keyphrase 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


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


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


Keep this keyphrase list for use with other inbound marketing


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…


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


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

-Also ‘fresh’ content favoured
(latest update)


2nd only to Wikipedia!


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


www.asgservices.co.uk


Capturing content below the scroll


www.aardvarksafaris.com


Strategy
and Process

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

Meta Tags – The Title tag


Different Pages Optimised for Different
Keyphrases


IMPORTANCE OF TITLES

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

Source: Marketing Sherpa Study, August 2005

Meta Tags
Keyword and Description tags


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


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


Google Analytics – free and
comprehensive


Language and country traffic


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
– 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

– CHECK YOUR LINKS AT
www.linkpopularity.com


Where do links come from?
www.touchgraph.com for link targets

 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


Link Building Post Penguin
 Don’t buy links

 Don’t contract with link builders
who use link farms

 Don’t get involved in comment
spam on blogs and forums

 Don’t build too many multiple links
from the same ownership sites

 Don’t use the same ‘anchor’ text
over and over again

 Do see www.janklin.com/blog


Consistent link building over 2 yrs quadruples traffic


Europages – An Effective European
Business Directory


Natural links are a by-product of good
content marketing…

 Attracting links via your blog

 Distributing press releases

 Article distribution

 News stories

 Social media bookmarking sites

 Etc, etc

Make your content shareabale
 Produce high quality
content – for example
an really interesting blog
article

 Ensure it easily
shareabale

 Amount of sharing is an
increasingly important
ranking factor

 Also provide good
quality content for other
sites and blogs


Content outreach-
Present your content to relevant blogs


You need a content strategy!

You need a Content
Strategy!


Ensure Press Releases get Anchor text based
links back to website


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

Where do these links come from?
PR (‘Public Relations’) Sites

 PR Directories

 Examples
– PRWeb
– PR World
– Marketwire
– Business Wire
– PR Newswire


Anchor Text
important – but vary the text

<a
href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>

Use ‘AddThis’ to allow people to bookmark
your pages


www.janklin.com – free lessons

 http://www.janklin.com/blog/l
esson-7-link-building-1

 http://www.janklin.com/blog/l
esson-10-link-building-2


Geo-targeting is easier

 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…….


Geo-targeting is easier
-Webmaster Central


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


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


http://gs.statcounter.com


Use www.searchenginecolossus.com
to submit to country specific search engines


Submitting to Yandex

 http://webmaster.yandex.ru/addurl.xml


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


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


Mantracourt solution

 Professionally
produced main
language pages for
each country

 Auto translate on
other pages


Auto translation is not perfect!


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’


Social Media Marketing


SEO and Social Media
 Social media sites show up in
search results (Google
Universal Search)

 Social Media activity is a signal
to search engines

 Social media and content
marketing naturally build links

 Google Plus now firmly
integrated with search


What can we use Social Media for?

 Brand awareness

 Brand advocacy

 Generating traffic and sales

 Customer service and information

 Customer support

 Typically not at the ‘selling’ end of the funnel


Google Plus – Serious Facebook
competition?

 350 million users now signed up

 Similar functionality to FBook

 Google hangouts – video
conference calls

 ‘circles’ concept is a differentiator

 Best of Facebook, Twitter and
LinkedIn?

 Intertwined with Google search


Use ‘circles’ to segment your
audience
 Eg have a circle for
training course
attendees

 people who have
signed up for email
newsletters

 People interested in
Social Media
marketing

 people interested in
SEO, etc


Cloggs ,Social Media and Brand
Development
Helps with search engines
 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


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


My last visit to Facebook


What determines your
position? – Edgerank algorithm


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


Advertise directly-
based on demographics


LinkedIn
 100 million on line, Business focussed
 Set up a profile
– And get found
 Set up connections with other people
 Advertise – on a PPC basis
 Jobs
– Search for jobs, advertise your cv,
advertise your position via your network


Linkedin Answers


LinkedIn – participate in groups
-or set up your own


Set up your Linkedin profile
-make it comprehensive so you get found


Set up a business page

-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with your followers


Advertise – on a PPC basis

 Target By: -

 Job Title “Patent Attorney” or
“Sr. Laboratory Technician” or
"Registered Nurse“
 Job Function “Sales” or
“Engineering” or "Marketing"
 Industry “Banking” or
“Biotechology”
 Geography “United States” or
“Netherlands” or “Toronto”
 Company Size "1-10" or “500-
1000" people
 Company Name "GE" or or
"FedEx“
 Seniority – Age 35-55
 Gender "Female" or "Male“
 LinkedIn Group "Business
Intelligence Group" or "Corporate
Real Estate"


Blogging – the ‘glue’ binding
Inbound Marketing


A typical blog….

Put your blog at the epicentre of your
social media and web marketing


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 via links and shareability

 Your bridge to Social Media Marketing


Linking your
digital assets


Social Networking sites Submit to
(eg Facebook) article sites

Syndicate content to
other blogs
PR sites
(eg PRweb.com)
Your Blog
-articles
-Press releases
-Lessons RSS to others
-reviews
Microblogging sites -guides
(eg Twitter) ……
Social Bookmarking sites
(eg delicious.com )

Video sites Email to contact
(eg YouTube) database

A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/

 Blogs every day

 Auto linked with Social
media – FB, YouTube etc

 Posts also distributed to
article sites and other
relevant sites (1700+)

 Over 50% of web traffic
attributable to blog

 Keyphrase list for main
phrases and ‘longtail’ used


www.everythingdinosaur.com


Twitter - Microblogging

 Twitter and
promotion

 Twitter and real
time search


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


Use Twitter to promote latest
music and games


Twitter for Business Leads

 Searches for tweets
relating to play
equipment

 Responds to
situations requiring
product supply to
generate business
opportunities


5 tips to maximise search engine rankings
through Twitter

www.wilsonweb.com/linking/basu-twitter-linking.htm

 1. Link to your Twitter profile
– Link to your Twitter profile from your website, blog, and by using social media sharing buttons.

 2. Set up different Twitter accounts if you have different business units
– Different Twitter accounts are used when your company's employees use their own personal
accounts to re-tweet tweets from a company account.

 3. Use a friendly URL shortener
– Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet
back to your website.

 4. Use Klout.com to figure out who you are influenced by
– Klout is a service which analyses your influencers and who you influence.

 5. Update accounts using RSS feeds of your content
– You can create an RSS feed of all the digital assets you have including YouTube videos, white
papers, blog posts, press releases and more, and then syndicate these to Twitter.


YouTube and Video
 Now the number 2
search engine

 Now 1 billion unique
visitors per month!

 Promote your products
via YouTube and other
video upload sites

 Include videos within
your own website

 Set up you own channel
– you may get invited
to become a partner

www.Blacksheepwools.com

 Set up you own channel – you
may get invited to become a
partner

 Invite people to subscribe so
they see your videos
automatically as you upload
them

 Substantial driver of traffic for
Blacksheep
– 13 videos to date
– Over 100,000 views


Optimise your clips…


www.socialmention.com


UKTI mentions


Relativity changes everything

At the end of a semester during an exam a
‘Sir these are
student exclaimed
the same questions you asked
last year!’

‘ Yes, but this
to which Einstein replied
year the answers are different’


For a copy of the slides….

 Just email – jan@janklin.com

 01928 788100
 07946 513521


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