A presentation given by John Walsh (Content Surgeon) to Kildare Outdoor Tourism Initiative. October 2014

1. THE FUNDAMENTALS OF
YOUR BUSINESS PRESENCE
ON THE INTERNET
John Walsh - Oct 23rd 2014
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2. TOPICS TO COVER
• INTRO - You & Your Distracted Audience
• SEO (Search Engine Optimisation)
• BLOGGING
• SOCIAL MEDIA
• Wrap Up / Q&A
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3. INTRO
You & Your Distracted Audience
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4. HOW ARE YOU DOING ONLINE
TODAY ?
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5. THE AGE OLD STRUGGLE
How do we find new prospects ?
When/If we find them, how to we convince them to buy
from us and not our competitors ?
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6. HOWEVER, NOW WE MUST
DO IT ON THE INTERNET !
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7. DISTRACTION, AND A TSUNAMI OF INFORMATION
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8. SMARTPHONE USAGE
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How we are using our phones
today
• 71% - In the Car
• 51% - On Public Transport
• 33% - In the bathroom
• 78% - In the bedroom
• 27% - On the loo :)
Source: Eircom

9. EXAMPLES OF INFORMATION OVERLOAD
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• Checking Smartphones
immediately upon waking up
• Checking Facebook up to 14
times per day
• Receiving 120 E-Mails per day but
opening just 17% of them
• Receiving 40-50 WhatsApp
messages per day
• Overall spending 5-7 hours per
day consuming information online

10. THE CASUALTY ?
OUR ATTENTION SPAN
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11. ATTENTION IS EVERYTHING
AND IT’S NOT WHERE IT USED TO BE
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12. WE USED TO
• Use the phone to talk to people
• Listen to the radio
•Watch the Television
• Read the Newspapers
• See advertising bill boards
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13. TECHNOLOGY WAS SIMPLE
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14. THE CRITICAL IMPORTANCE OF
MOBILE
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1.6m Irish Adults own a
smartphone
1.2m Irish Adults own a tablet
computer
250,000 Irish Adults check email
when on holiday
Source: Eircom

15. NOW TECHNOLOGY IS HIGHLY COMPLEX
WITH A VERY SHORT SHELF LIFE
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16. OUR ATTENTION (2014 & BEYOND),
IS DOMINATED BY…
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• Mobile Devices
• Smartphones, Tablet Computers, E-Readers…
• Social Media Networks
• Facebook, Twitter, LinkedIn, Instagram,
Snapchat, Pinterest…
• Internet Content
• Video, Photos, Audio, Music, Articles…

17. SO WHAT DOES THIS MEAN
?
• Web users, (including our Target Audience) will continue
to be bombarded with large volumes of information on a
daily basis
• Their use of Mobile Devices will continue to increase
• More and more of their attention will be taken up by Web
Browsers and Apps that are running on Smart, Mobile
Devices
• Their attention span will continue to DECREASE.
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18. THE INTERNET IS
• Successful companies are addressing
this problem with products that need
much less time to consume, for
example:
ADAPTING
• Vine (by Twitter) is an app runs 7
Second Videos
• Instagram Video (by Facebook) runs
15 Second Videos
• A new niche industry creating micro-content
is developing that targets
time poor, entertainment seeking,
mobile users
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19. WHAT WE KNOW ABOUT
WEB USER’S BEHAVIOUR
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20. USER BEHAVIOUR
1. They Research their interests online, using
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Search Engines
2. They use Social Media to connect with their
friends & other people
3. They Consume [Read, Watch, Listen to]
large volumes of web content [Articles,
Video, Audio, Music, etc]

21. CONTEXT
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22. CONSIDER THE CONTEXT
• Their Location [AT HOME, ON THE MOVE, AT WORK, ON HOLIDAY, SOCIAL
EVENTS, WORK EVENTS, GYM, SHOPPING, COOKING, CINEMA]
• The Time of day [MORNING (IN BED), MORNING (COMMUTE), AT WORK,
LUNCHTIME, AFTERNOON, EVENING (COMMUTE), EVENING (TV TIME), NIGHT TIME ]
• The Device they are using [SMARTPHONE, TABLET, PC/LAPTOP, E-READER…
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]
• The Network they are using [GOOGLE, FACEBOOK, TWITTER,
LINKEDIN, PINTEREST, … ]

23. CONTEXT INFLUENCES
YOUR DIGITAL STRATEGY
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24. END - INTRO
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25. SEO (SEARCH ENGINE
OPTIMISATION)
Fundamentals
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26. FIRST - SOME FACTS
ABOUT THE WEB
• There are over 60 TRILLION web pages , and
counting !
• There are over 3.3 Billion internet searches
performed every day
• There are over 1Billion mobile video views on
YouTube every day
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27. THREE DOMINANT SEARCH
ENGINES
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28. 28

29. •HSOeaWrch Aco mSpEanAiesR, lCikeH G oEogNleG, CIRNAEWL W(alOso RknKowSn as
Index, or Record) all the information they can find on the
Public Internet.
• They store this information in a massive database (or
The Index), which is over 100 Million GB in size (that’s
big !)
• When a user searches for information related to a
particular topic, the search engine checks to see what
information it has on file and presents the most
RELEVANT search results to the user. [Relevancy is
massively important for SE29O]

30. SEO IN ACTION
• I went to google.com and searched for
“Hotels in Kerry”
• I received the results on a Search Engine
Results Page or SERP
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32. 32

33. SEO FUNDAMENTALS
1.Link Building (indexing)
2.On Page SEO (asking
questions)
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34. SEO FUNDAMENTALS
1.Link Building (indexing)
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35. 35 LINK BUILDING

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37. NOT ALL LINKS ARE THE SAME !
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38. SEO FUNDAMENTALS
2. On Page SEO (asking
questions)
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39. DEMO - ON PAGE SEO PRINCIPLES
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40. 40
QUESTION
WHAT’S IN THE PICTURE ?

41. 41
QUESTION
WHAT’S IN THE PICTURE ?
Correct.
It’s a Blue Chair !

42. 42
QUESTION
WHAT’S IN THE PICTURE ?
THIS TIME WE MUST
ANSWER TO SATISFY
GOOGLE

43. 43
QUESTION
WHAT’S IN THE PICTURE ?
Product Name: Vintage Cottage Chair
Description: Made from aged American pinewood, and
restored beautifully by an in-house team of furniture
specialists, this handmade, sturdy and long lasting chair
will fit effortlessly into any home, especially cottages and
into any setting where the owner appreciates classic
beauty.
Keywords: Vintage Home Furnishings Ireland
SEO Title: Buy Beautifully Restored Vintage Furniture
SEO Description: A unique, beautifully restored vintage
chair, perfect use in any home
CATEGORIES
• Home Decor,
• Kitchens,
• Chairs
TAGS
pinewood,
american design,
furniture, vintage,
blue, restoration

44. BETTER SEO IS ACHIEVED
BY:
• Better structure of your existing website pages
• Addition of new pages & blog posts relevant to your
offerings (e.g. dedicated Service pages, etc)
• Addition of quality Metadata across your website and all
of it’s pages and media files
• Improved set-up (descriptions etc) and metadata on your
Social Media Profiles (e.g. full configuration of LinkedIn
Page, Facebook, etc …)
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45. COMBINING GOOD LINK
BUILDING & GOOD SEO LEADS
TO GREATER RELEVANCY
= BETTER SERP RESULTS
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46. END - SEO
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47. BLOGGING
Fundamentals
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49. ORIGIN OF BLOGS & BLOGGING
• 1999 - blogger.com is founded & is sold to Google 4
years later. It is the first major company to create Web
Blogging software
• It’s founder, Evan Williams, is credited with coining the
term ‘Blogger”
• Evan Williams departs Google in 2004 and set’s up
Twitter.
• wordpress.com opened for business in 2005 as a
competitor to blogger.com
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50. BLOGGING TODAY
• There are now over 150 million blogs on the web
• Blogs Inspire Commerce:
• 13% inspire a purchase
• 21% decide on a purchase
• 17% discover a product or service
• 19% get supportive answers
• Businesses that blog 20+ times per month, generate x5
more traffic than those who blog less than 4 times per
month.
• Companies with more than 51 blog articles experience a
77% lift in median monthly leads 50

51. BLOGGING SOFTWARE IN
USE
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57. BLOGGING IS GOOD FOR
SEO • Blogging generates links, both inbound and
outbound.
• This helps build up your quality online
relationships, with existing & new customers,
suppliers, partners etc; These relationships, over
time, will generate more high quality links to your
website.
• If you are an authority on a subject, you can Guest
Blog on other popular blogs, which can lead to
valuable links been gener5a7 ted*

58. WORDPRESS
• Wordpress is blogging software which can be
used to create a personal blog (for free), or a fully
configured Corporate Website
• Wordpress itself is free to use but you may
require assistance to set up your blog, add
design elements etc
• Wordpress is an excellent solution for managing
SEO
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60. END - BLOGGING
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61. SOCIAL MEDIA
Fundamentals
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63. GLOBAL USER STATS (2014)
— [79% of US Adults who are online, use Social Media] —
• Facebook has 1.23 Billion active monthly users
• Twitter has 271 million active monthly users
• LinkedIn has 300 million members
• Snapchat has over 100 million active monthly users (70% of which
are female)
• Pinterest has over 70 million members (80% of which are female)
• Tumblr has over 205 million blogs hosted
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Source : Pew Internet

64. WHY DO PEOPLE USE
SOCIAL MEDIA ?
• To stay in touch with friends ?
• To win new business ?
• To overthrow your government ?
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67. WHAT TYPE OF USER ARE
YOU ?
• Passive - Mainly read other people’s posts.
• Creator - Active on Social Media, post
updates, create content (photos, etc) and
engage with the community
• Power User - Use Social Media Heavily while
also using it for commercial purposes,
managing communities, building relationships
etc
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69. KEY CONSIDERATIONS
• Each social media network is unique, with it’s own
audience, it’s own rules and nuances
• For business, only use a Social Network if you have
available time and resources to allocate to it.
• Most Social Networks are “Free” to join, but require
significant time to manage, so choose your networks
carefully.
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70. END - SOCIAL MEDIA
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71. WRAP UP
• INTRO - You & Your Distracted Audience
• SEO (Search Engine Optimisation)
• BLOGGING
• SOCIAL MEDIA
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72. QUESTIONS ?
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73. CLEAR AS MUD !
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