Post on 08-Jul-2015
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Some say Google is God. Others say Google is Satan.
Thurs 24th November
Enniskillen
27/11/2014 1
S e rgey B r in , co - fo unde r, G o o g le
2
Simon HunterE-Business Advisor INI
Simon
Applies all he knows to
windsortennis.co.uk
Alison NichollE-Business Advisor INI
Alison
NI u17 Ladies Soccer Manager, and social media strategist
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Plan for Today
09:00 :: Registration
10:00 :: WHY?? & SEO– Simon Hunter
10:30 :: Social Media – Alison Nicholl
11:00 :: email Marketing - Simon Hunter
11:30 :: Create an effective Digital Marketing Strategy– Alison Nicholl
11:50 :: Case Study – Patrick Conlon - Shuphoric.com
12:15 :: Top Tips, Tools and Links – Simon Hunter
12:45 :: Lunch
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What??
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The ‘Google Guru’ guys
• Avinash Kaushik
– Works for Google
– Prolific blogger
– Follow on LinkedIn
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The ‘Google Guru’ guys
• John Mueller
– Works for Google
– google.com/+JohnMueller
– Does Google hangouts
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Digital Marketing Strategy
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If it’s worth doing....
https://www.youtube.com/watch?v=ZUG9qYTJMsI
Dollar Shave Club Ad
The questions everyone asks . . .
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48 hours 12,000 new signups
Other Marketing? Few Google Ads
So who’s seen it? Only 17 million to date....
No-one watched it first 3 months – 4.75 million
Bet it ££££ a lot!! No – just $4,500
Facebook a mere 1.35 million to date....
Twitter 86 thousand tweets...Active customers 1.2 million...
Does it work all the time?
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• 48 million views• Film was ....rubbish
What’s Digital Marketing all about?
• Acquisition
• Engagement
• Conversion
• Retention
• Support
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Surely a website is enough?
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SHADOW(What everyone else
says about you!)
VOICE(your
website)FOOTPRINT
(Ads, Social Media, e-zines,
other)
Source: Gareth Dunlop, Ion
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What?Internet overtakes television to become biggest advertising sector in UKSource: Year
Fact
Web > TV
WHY Digital??
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It’s about Driving Traffic......
Web Site
Search
Social Media
Paid Search
Advertising
Traditional Marketing
• Telephone
• Postal mail
• TV & Radio Advertising
• Events
• Brochures, Fliers
• Recommendations
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WHY DIGITAL??
Because that is
where your
customers are
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Start with your
customers and work
backwards
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Influence on B2B
Of businesses use the Internet to research and find potential vendorsSource: Forrester
Fact
88%
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But it’s not freeNo cost •The Investment
•Time
•Energy
•Engage with What??
•Time
•Energy
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Do....
•Listen to your audience
•Be honest
•Publish Consistently
•Be gracious - acknowledge others
•Use Images
InteractionDo’s & Don’ts
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Don’ts....
•Act without thinking
•Reveal personal information about colleagues, competitors
•Spam
•Use images without permission
•rights- managed
•Royalty-free
•Creative commons
InteractionDo’s & Don’ts
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Keep the focus
Some have in built tools
•Facebook insights
•google.com/alerts
•hootsuite.com
•bit.ly.com
Monitor??
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Influence on retail
Of all retail sales are expected to be influenced by or made on the InternetSource: Forrester
Fact
81%
SEO – the Google Way
• 3 Algorithms to be aware off
– Panda
– Penguin
– Hummingbird
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SEO – the Google Way
• Panda – April 2011– Content more relevant,
– Google fights thin, stolen or plagirised content.
– Interestingly, Google now dislikes sites with high ad/content ratio.
– Sites with too much ad-space above the fold were penalized.
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SEO – the Google Way
• Penguin – April 2012
– Link Schemes
– Keyword Stuffing
– Over Optimization
– Web Spam
– Unnatural links
– ‘No’ to reciprocal links
– Google Disavow Tool became very useful at this point!
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SEO – the Google Way
• Hummingbird – August 2013
– More User Centric than previous major updates.
– Google tries to give the searcher what Google thinks they want (using user info), rather than just on the keyword phrase.
– Knowledge graph on search returns is evidence of this.
– Google wants Fast, Relevant, Comprehensive, User Experience.
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SEO – the Google Way
• Penguin 3.0 – October 17 2014
– > 12 months since previous Penguin update,
– many major brands damaged by focus on poor links
– the release of Penguin 3.0 sees a significant change in returns
– Google claimed that only 1% of English speaking websites were affected.
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Pay per Click – PPC
• Google Adwords
– a PPC advertising platform
– allows advertisers to show ads to a targeted audience on Google Search Results as well as on advertising websites.
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PPC v SEO
PPC• Instant Traffic
• Unlimited Keywords
• Total control over adtext & landing page
• Certainty
• Cost Effective
• Warning – can kill in the hands of a novice!
SEO• Medium to Long term
traffic
• Limited Keywords
• Degree of control over text & landing page
• Volatile
• When it works, it’s possibly the most cost-effective marketing an advertiser will ever do.
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