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SearchSmar Small Biz 2.0 V2


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Mark Riley's presentation for Small Business 2.0 Hammersmith Saturday 23rd Jan 2010

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SearchSmar Small Biz 2.0 V2

  1. 1. BT SearchSmart bringing enterprise level search in reach of small businesses Mark Riley BT SearchSmart Product Manager Small Business 2.0 23 January 2010
  2. 2. 20m min Agenda <ul><li>Some themes </li></ul><ul><li>Universal search </li></ul><ul><li>Real time </li></ul><ul><li>Hyperlocal </li></ul><ul><li>Data </li></ul><ul><li>How to chose an agency </li></ul><ul><li>SearchSmart – the rationale </li></ul><ul><li>SearchSmart – the product </li></ul><ul><li>Further reading </li></ul>
  3. 3. All About BT Business BT Business is the division of BT Group that delivers communications and IT solutions to UK SMBs. It currently serves around 1 million of the 1.6 million businesses in the UK that pay VAT (sales tax). Our mission is to help UK SMBs succeed by transforming the way they work, in particular by making it easier for them to adopt new technology. We are the UK market leader in fixed and premise-based communications and broadband, and a challenger brand in mobile solutions and IT services.
  4. 4. The Small Business Owner’s dilemma <ul><li>In-house (DIY) </li></ul><ul><li>Train myself up </li></ul><ul><li>Ask my Chief Marketing Officer to do it – </li></ul><ul><li>oh, that’s me </li></ul><ul><li>Get my nephew in one day a week </li></ul><ul><li>Outsource </li></ul><ul><li>Ask my local webdev guy </li></ul><ul><li>Find an internationally recognised digital </li></ul><ul><li> agency </li></ul><ul><li>Lucky dip (Google search) </li></ul><ul><li>BT….. </li></ul>
  5. 5. Search is more than just text – Universal Search Maps Image and Video Product Reviews
  6. 6. Real time – real important
  7. 7. Mobile drives hyper-local
  8. 8. Track to understand - the devils in the data
  9. 9. How to chose an agency <ul><li>Track record – testimonials and case studies </li></ul><ul><li>White hat, black hat, grey hat “I have heard of something called link buying, do you do that?” </li></ul><ul><li>SEO and PPC? Integrated with social? Landing pages and call tracking? </li></ul><ul><li>Transparency on pricing - % media spend? </li></ul><ul><li>Ongoing customer support </li></ul><ul><li>What’s there own SEO like? </li></ul>
  10. 10. Approach – lead with affordable SEO, bolt on PPC, analytics and link building + + + + Basic Search Engine Optimisation from £74.99 a month Link Builder £100 30 minutes consultation Standalone PPC min £300 Pay Per Click Min £100 + Google Analytics £75
  11. 11. BT SearchSmart – Overview <ul><li>SEO Option 1 </li></ul><ul><li>£100 set up , £74.99 / month </li></ul><ul><li>Introductory package to Search Engine Optimisation </li></ul><ul><li>Site Audit </li></ul><ul><li>Recommendations 15 page recommendations report </li></ul><ul><li>Access to portal and advice </li></ul><ul><li>Paid search campaign management </li></ul><ul><li>Keyword selection </li></ul><ul><li>Budget managed </li></ul><ul><li>Budget paced </li></ul><ul><li>Keywords optimised monthly </li></ul><ul><li>SEO Option 2 </li></ul><ul><li>£100 set up , £349.99 / month </li></ul><ul><li>All of Option 1 plus </li></ul><ul><li>Link building </li></ul><ul><li>Phone support </li></ul><ul><li>Bolt Ons </li></ul><ul><li>Web analytics expert set up - £75 (available to customers option 1 / 2 ) </li></ul><ul><li>Link builder - £100 (available to customers on SEO option 1 or 2 </li></ul><ul><li>Online marketing specialists on demand - £50 per session </li></ul>
  12. 12. <ul><li>Screengrabs </li></ul><ul><li>Portal home page </li></ul><ul><li>Example of logged in portal - clicks and spend data </li></ul>
  13. 15. SearchSmart Recommendations Report <ul><li>Introduction to SEO </li></ul><ul><li>Google Local Business Centre recommendation </li></ul><ul><li>Keyword Selection </li></ul><ul><li>Website Overview </li></ul><ul><li>Domain Settings </li></ul><ul><li>Website Size </li></ul><ul><li>Sitemap </li></ul><ul><li>Robots.txt </li></ul><ul><li>Domain Age </li></ul><ul><li>Internal Linking </li></ul><ul><li>Page Structure </li></ul><ul><li>W3C Validation </li></ul><ul><li>Use of CSS </li></ul><ul><li>Use of JavaScript </li></ul><ul><li>On Page Recommendations </li></ul><ul><li>Page Title </li></ul><ul><li>Meta Description </li></ul><ul><li>Meta Keywords </li></ul><ul><li>Main Heading (h1) </li></ul><ul><li>Main Content </li></ul>
  14. 16. Further reading… <ul><li> </li></ul><ul><li>Twitter smiler29, seoptimise, Latitudegroup, </li></ul><ul><li>Get to # 1 on Google Ben Norman </li></ul><ul><li>30 Day Challenge Ed Dale </li></ul><ul><li>Search Engine Watch </li></ul><ul><li>Techcrunch UK and Ireland http:// / </li></ul><ul><li>New Media Age Magazine http:// </li></ul><ul><li>Revolution Magazine http:// /revolution/ </li></ul><ul><li> </li></ul>