Cim sept2013-Preston-UCLAN

transcript

(c) Jan Klin & Associates 2013

Online Marketing and Search Engine Optimisation (SEO)

Jan KlinManaging PartnerJan Klin & Associates01928 788100

Sales Funnel and Inbound Marketing

Accepts that we want to communicate with people at each stage of the process

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…

No interest

SEO -Still the main method..

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

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

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey

SEO in construction

Galleries and case studies essential

SEO in the Travel Business

SEO success in High Tech Manufacturing

SEO in High Tech B2B

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

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

Strategy and Process

The Spidering Process

HTML Sitemap

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

www.digitalpoint.com

Keep this keyphrase list for use with other inbound marketing

Using Google’s autosuggest

Another input into keyword analysis

See what gets suggested and include if relevant

Be aware of personalisation skewing– Results shown will reflect

previous click through activity

Components of SEO

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

What not to do!

In summary Write text as naturally as possible

Check afterwards that the target phrase(s) is included the right number of times– 3 repetitions per 100 words is generally enough.– Punctuation not important

Emphasis on ‘quality’ and ‘fresh’ content

The phrases can be included in:-– The main text– Header tags (h1, h2 etc)– In in-text links– In navigation links– In footnotes– In ‘alt’ tags

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)

Meta Tags – The Title tag

Different Pages Optimised for Different Keyphrases

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

IMPORTANCE OF TITLES

Source: Marketing Sherpa Study, August 2005

Meta Tags Keyword and Description tags

Components of SEO

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

The SEO Process and Domain Authority

Do on page SEO work first – then a ranking check to see where you are positioned

The only remaining variable to improve to increase rankings is your domain authority

What is domain authority (DA)?– what is yours?– What is your competitors?

DA is mainly a function of backlinks into your site ( and domain age to a certain extent)

The gap between your DA and your competitors DA can be closed by link building

Check you Domain Authority

http://www.opensiteexplorer.org – to check your links and DA

-The number and quality of links you need is driven by the competition!

-Determine your competitors DA and link numbers to drive your activity

Its all relative!

Where do the links come from? http://www.touchgraph.com/TGGoogleBrowser.html

Many places… but we need to develop them in a structured way

Directories– General– Industry specific– Some free some paid for

Strategic Partnership links Reciprocal links In newsgroups and other forums Social media sites – SEE LATER In Blogs Banners Forums Affiliates

RELEVANCE – more important than ever!

Link Building Strategies-aka Content Marketing

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.ahrefs.com

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

Content outreach-Present your content to relevant blogs

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

New Directories – try…– http://www.newsnow.co.uk

PR Directories Examples

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

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

http://www.google.com/fusiontables/Home/example

http://www.janklin.com/blog/bid/148572/Creating-a-Visual-Map-Of-Your-Backlinks

DIY at ….

Use fusion tables in google docs tovisualise competitor links

www.janklin.com – free lessons

http://www.janklin.com/blog/lesson-7-link-building-1

http://www.janklin.com/blog/lesson-10-link-building-2

Google Analytics – free and comprehensive

Language and country traffic

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

Sales Funnel and Inbound Marketing

Accepts that we want to communicate with people at each stage of the process

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…

No interest

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 BrandDevelopment – B2C

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 41000 fans, and 9600 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

Helps with search engines

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

Carpenteroak- Facebook for promotion

Advertise directly-based on demographics

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 – 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

Linking your digital assets

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

Another happy face!

Blogging and SM combined

David Karp – founder and CEO

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

Twitter for Business Leads

Searches for tweets relating to pitch marking

Responds to situations requiring product supply to generate business opportunities

Engaging with the influencers

Carpenteroak –using twitter for promotion

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

Pay per Click Advertising

(&PPC)

Google Adwords

What determines your ads position?

Bid price

Advert effectiveness

Landing page quality

WHY USE PAY PER CLICK?

Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation

For short term promotions For new websites Drive country specific searchers

– Geographic targeting Keyphrase analysis

– More accurate than the tools For websites difficult to optimise

– Flash etc

Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

Capture the ‘long tail’

-200,000 keyphrases Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’

-Are cheaper AND convert tobusiness easier

www.villaretreats.com/ru

A series of Russian landing pages for luxury villas

PPC on Google and Yandex

SEO for these engines also

Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Landing Page Targeting

Drives Conversions

How pay-per-click works

•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s

•The ad links directly to the relevant landing page

Do’s and Dont’s

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’

Landing Pages

Its not just the home page which needs to engage your audience

Pages searchers and browsers land on which are ‘call to action’ rich

Designed to get visitors to contact you or buy from you

An Ideal Landing Page…www.free-employer-advice.co.uk

-Many ‘calls to action’

-Include words which reflect what has been searched for -eg ‘employment law’

-Build trust eg customer testimonials

-appropriate images

Relativity changes everything

At the end of a semester during an exam a

student exclaimed ‘Sir these are the same questions you asked last year!’

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

For a copy of the slides….

Just email – jan@janklin.com

01928 788100 07946 513521

Cim sept2013-Preston-UCLAN

Technology