The document provides a comprehensive guide on improving website visibility and performance through search engine optimization (SEO) and online marketing strategies. Key topics include measuring website performance, effective keyword usage, pay-per-click advertising, email marketing, and the importance of social media and blogging. It emphasizes ongoing optimization and monitoring to achieve higher rankings on search engines like Google.

1. So Andy – Are you going to tell us how to get to NUMBER 1 in Google

2. Housekeeping Introduction So how big is the internet really? Your site, my site, their site, the RIGHT site Search Engine Marketing Guerrilla E-Marketing Close Making the most of your website Agenda

3. 6.5 Bn 1.5 Bn 46m It’s all about size

4. £88 Bn £121 Bn It’s all about size

5. Housekeeping Introduction So how big is the internet really? Your site, my site, their site, the RIGHT site Search Engine Marketing Guerrilla E-Marketing Close Making the most of your website Agenda

6. The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?

7. 1 Answer How is your website performing right now?

8. Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing

9. How many visitors does your site attract? What do they do whilst they are there How many pages do they look at? How long do they spend on the site? How does this compare against the targets set for the site? How many conversions occur? Sales Email contact Subscription Calls Website performance – what you need to know

10. www.google.com/analytics

11. www.google.com/webmaster

12. Low conversion % - then let’s look at your site

13. The Rudiments The right name

14. Choosing a name – The Good www.diy.com www.blogger.com www.itv.com www.wispa.co.uk www.formula1.com www.tesco.co.uk

15. The right Name The Bad www.phones4u.com www.toys2wish4.com www.4learning.co.uk www.any-domain-with-too-many-hyphens.co.uk

16. Choosing a name – The Ugly www.speedofart.com

17. Choosing a name – The Ugly www.whorepresents.com

18. Choosing a name – The Ugly www.penisland.net

19. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?

20. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION

21. Great conversion % - then let’s look building visitor numbers

22. Delivering traffic to your website

23. Why Optimise your Site?

24. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2

25. Search Engine Optimisation (SEO) Optimisation is NOT a one time process Optimisation is VITAL if you want a good position Optimisation involves detailed analysis of web page content AND layout The art of integrating keywords – making pages “search friendly”

26. What’s the big secret? Do the right things right and get the right results There Isn’t one!

27. So Andy – When are you going to tell us how to get to NUMBER 1 in Google

28. Not yet…. go and register with DMOZ first www.dmoz.org

29. How do Search Engines Work? Search Engines use Robots to Spider sites Search Engines rank web sites against own unique criteria Sites can be optimised if criteria understood These criteria are NOT fixed !

30. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%

31. So Andy – Are you going to tell us how to NUMBER 1 in Google NOW?

32. What’s the big secret? Probably the most important content on your web site

33. Choosing Keywords Think like a customer Think laterally Brainstorm Keywords Ask everyone Search using your keywords and see what appears Use the Google keyword tool www.google.co.uk/keyword

34. Google Keyword tool

35. Where do they go?

36. HTML Title This is what will be catalogued - about 80 characters 3 or 4 keywords Make each page title relevant to each particular page Where to place Keywords HTML Page Title

37. Where to place Keywords Page Content

38. Where to place Keywords Meta Description Tag Limit to around 150 characters Use on every page Customise for each page

39. Where to place Keywords Alternative Attribute – aka Alt Tag Every Image needs one Build Keyword Count Comply with Disability Discrimination Act - Accessibility

40. HTML page name www.sbas.org.uk/non-executive-director.htm Images non-executive-director.jpg Use keywords for Text Links [Anchor Text] Non Executive Directors Header Tags <H1> </H1> Where to place Keywords Name files with keywords

41. Page Title Description Meta Tag Web Address Key phrase searched on

42. Where do they go? Page Content HTML Page Title Meta Page Description File / Image Names ALT Attributes Navigation Link Anchor Text URLs

43. What Else Counts? Google will measure your site based on “relevance” The number of times it is clicked in a search The number of INCOMING links

44. Link popularity

45. Are you registered?

46. Remember Your web site is for your CLIENTS not the search engines

47. So Andy – When are you going to tell us how to get to NUMBER 1 in Google

48. Probably the greatest marketing opportunity known!

49. PPC Results

50. Pay per Click aka PPC, Adwords, Sponsored Links Google Adwords 25 characters max Check out Google Advertising 35 characters max Get Started Today 35 Characters max www.google.co.uk Home page URL www.google.co.uk/adwords Where the click lands

51. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p

52. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p

53. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p

54. The genius that is CTR CTR = Click Through Ratio = the % of Clicks against Impressions Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well

55. Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad

56. So how can we improve the CTR?

57. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35%

58. What else is there?

60. Email Marketing

61. Why Email Marketing? Build Loyalty Remind former clients that you are still around Advise clients of full range of services Provide easy access to latest – news/advice/offers

62. Why Email Marketing? It’s Not Expensive

63. Why Email Marketing? Mailing list under 500 addresses – then free $30 - $50 per month = 3,000 – 5,000 emails Pay as You Go From $0.01 per email

64. Why Email Marketing? It’s Effective

65. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey

66. Why Email Marketing? It’s Easy

67. Email Marketing – Tools MailChimp www.mailchimp.com Vertical Response www.verticalresponse.com Constant Contact www.constantcontact.com AWeber www.aweber.com Mailing Manager www.mailingmanager.co.uk Graphic Mail www.graphicmail.co.uk

68. Email Marketing – Key Elements to success Develop your database Existing Client Data Encourage Subscription through website Subscription through other routes Produce your content Relevant Tailored Attention Grabbing Measure Performance Number of emails sent Number of emails opened Number of emails acted on

70. Viral Marketing Get other people to do your marketing for you It’s free Give them something in return if possible

71. Viral Marketing -How Refer a friend Competitions Video

72. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m

73. Viral Marketing

76. Blogging – Why An easy way to update latest news An informal way of communicating Helps with the search engine position of your website Opens your business to a wider audience Helps keep your clients updated

77. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com

78. Social Networks Business Networks

79. Facebook IS Shirley Crabtree

80. Online Networking - Why Reach new audiences Facebook – 400m MySpace – 110m Twitter – 110m LinkedIn – 70m Bebo – 40m Plaxo – 15m Ecademy – 12m

81. TWITTER

82. Twitter – Micro Blogging or Social Networking

84. Video Marketing YouTube – 2Bn videos watched………..DAILY Video results appearing in Google Search = You’ve been framed! Business Opportunity 2nd most searched site on the internet

85. Your Video Video Marketing

86. What the heck is Social Media?

88. Guerrilla E-Marketing 30 September 2010 – N. Wilts Guerrilla e-marketing Join the r-evolution

89. What’s Next? Critically assess your site Research keywords thoroughly Ensure your keywords are in the right places Monitor performance Google Webmaster Tools www.google.com/webmaster Google Analytics www.google.com/analytics Continually monitor your site’s ranking and make improvements where possible

90. Support and Advice Andy Poulton Business Link www.businesslink.gov.uk/southwest 0845 600 66 99 T: 01793 20 80 99 M: 07966 547146 E: [email_address]

91. Support and Advice Advice by Email Pre-booked telephone conference 1 to 1 @ Castledown Site Visit

92. Resources Google Webmaster Resources Search Engine Watch – everything you need to know about SEO Market Leap – find out who links to you AND your competitors Google Keyword Tool – choose relevant keywords Drayton Bird – Direct Marketing genius Perry Marshall – FREE Google Adwords course Cardell Media – Marketing Guru, loads of FREE stuff! Bruce Clay – More excellent SEO information

93. Support and Advice Andy Poulton Business Link T: 01793 20 80 99 M: 07966 547146 E: [email_address]