Post on 19-Jan-2015
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Beat the Credit Crunch eCommerce Workshop
Ehampshire
Andy HeadingtonAdido Solutions Limited
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Today’s talk• About Adido
• What is Search Engine Optimisation (SEO)?
• The basics of SEO
• Are you doing the right things?
• What you’ll learn this afternoon
• Summary
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
What we do:
“Get great results for business using the Internet”
Core Services
– Content Management Systems
– Online Promotion
– E-commerce, web design & development
Who are Adido?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Client list
Dorset Probation Area
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
An old adage…
“Half the money I spend on advertising is wasted, the trouble is I don't know which half.”
– John Wanamaker (attributed)US department store merchant (1838 - 1922)
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
What is SEO?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
What is SEO?• ‘the process of improving the volume and quality of traffic to a web site
from search engines via "natural" ("organic" or "algorithmic") search results’
• Getting your website higher in the search engines…
• Getting more targeted traffic…
Getting more SALES! (or enquiries)
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Where are the SEO results?
PPC
‘Free listings’
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Where are the SEO results?
PPC
‘Free listings’
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Where are the SEO results?
PPC
‘Free listings’
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Some search engine facts…• Google is the most popular search engine in the UK;
•Google 88% market share• Yahoo & Ask 3% market share• MSN 2% market share
(Hitwise March 2008)
• 75% of search engine users never scroll past the first page of results
• 81% of qualified Internet traffic is driven through search engines
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Show of hands…
SEO? PPC?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
SEO or PPC? BOTH!
• SEO should be part of your long term strategy, don’t rely on PPC!• Most companies should keep an element of PPC running to target low
traffic phrases• Your online promotion provider should be good at both these tasks,
otherwise you may have to use two companies…
© Business Link 2007
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
"6 out of 7 clicks from the organic listings as opposed to Pay-Per-Click listings." Jupiter Research 2005
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
What companies are missing!In 2007 SEO spend was up 68% up to £0.25 billion. In 2007 PPC spend was up 56% to £1.97 billion
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
What companies are missing!
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
SEO PPC
% Spent
% Clicks
The amount spent on online marketing is disproportionate compared to where web traffic is generated!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Some SEO myths…• Submitting to 1,000’s of search engines is a good use of money
• Adding lots of keywords will make your website a success
• “Search engines aren’t important for my business”
• “The website is the responsibility of my IT team”
• “I can optimise your website for £25 a week and GUARANTEE you top position on Google”
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Why companies don’t optimiseThey don’t understand what to do• If you don’t know what your doing, how can you be successful?
Search engines can change at any point• You are relying on something which can change without your
control
SEO has a bad name• There are lots of companies claiming to be good at SEO, yet very
few can show real results – some take money and do nothing
PPC is easy to do? • Setting up a PPC campaign takes 5 mins, SEO takes 5 months!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Think like a search engine…
Google's mission is to organize the world's information and make it universally
accessible and useful.
To connect people to their passions, communities, and the world’s
knowledge.
If SE’s don’t deliver, you won’t go back, so they have to make sure their results are what you want
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
SEOMoz Fundamentals
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Adido’s five golden rules
1.Do your research!
2.Update your website regularly
3.Get links to point to your website
4.Have good website content / copy
5.Make sure you monitor!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
1. Do your research!
• Make sure you check which keywords are the most popular (PPC)
• If you don’t do your research, you will waste your time & money
• If you don’t know what words are popular, use some free tools (Google Keyword Tool or Wordtracker)
• Ask your clients, staff and anyone who knows you what words they would use to find you. They will all say different things!
• Check your webstats to see how people find you
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
2. Update your website regularly
• Search engines need to deliver RELEVANT results
• Time sensitive information is seen as more relevant
• If SE’s see new content, they will know that your website is up to date and will give it more credibility
• Also important for your web visitors – they want to see the latest information!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
3. Get links to point to your website• Links from quality, relevant websites are a lot more valuable than
general directory links
• Link maturity is very important (the older the better)
• Make sure you use relevant link texte.g. Adido web design not www.adido-solutions.com
• Having a link on a page with three links is better than being one of thirty (link ratio)
• ‘Off page’ factors, such as links from other sites, are said to have up to 60% of overall relevancy of a website
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
3. Get links to point to your website
View > Source
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
3. Get links to point to your website
• Check how many links you have:
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
4. Have good website content / copy
• The more pages the better - ALWAYS!
• Make sure you have the right amount of keywords in the right places - don’t over do it! (Keyphrase density)
• Make your text ‘scanable’ so key words/points are easy to find
• Text should be unique and compelling
• Make sure it is spell checked and proof read
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
4. Have good website content / copy• Check how many indexed pages you have:
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
5. Make sure you monitor!• Set up Google Analytics on your website• It’s FREE!• Analytics tells you everything which happens on your website that you
would never know otherwise• Check it regularly to see how much love your website visitors have for
you (how long they spend on the site, what makes them (not) click etc)
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
5. Make sure you monitor!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Things to update on your website• There are lots of things which you can do to get SE traffic, most of
which are free
• However, they are time consuming things which people think are difficult or don’t understand
• Most of the effort to get recognition involves a lot of legwork and a bit of luck mixed with experience
• To get results, you need to put the time in!
• Most of the following things are easy to implement and shouldn’t take very long to action…
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Things to update on your website1. Make sure your TITLE tags are correct
• Mention the words you want your website to be found by, in your title tag
• Google LOVES good title tags!• Make sure each page has a unique, keyword rich title tag
View > Source Code
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Things to update on your website2. Make sure your DESCRIPTION tags have a call to action
• A good description of your page can make people click!• Description tags are shown in search engine results
View > Source Code
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
TITLE
Description
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Things to update on your website3. Make pages on your website which people will search for, rather than
page which just describe your services• It is a good idea to fill your website with keyword rich pages, which
contain the words people will type to find you
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Quick SEO case study
• Enquiries trebled within three months
• 387% increase in traffic on targeted key phrases in one month
• Website has become a new sales channel for the company
www.playforce.co.uk
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
It’s not just about text…
• Search engines have access to all types on content
• Summer 2007 saw the launch of ‘Universal search’ (or 3D search)
• Various types of content are now shown in the SE results
• Images, videos, product listings, blogs, news, local listings now all play a part in getting traffic to your website. All need to be correctly optimised!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Images from Google search
Videos from YouTube,Google Video, MetaCafeand other websites
Navigation items change to be morerelevant
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Relevant products areshown from affiliates
News items pulled fromGoogle News library
Popular and relevant searchphrases to make searchingeasier
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Conclusions• Search engines likes relevancy, so make sure your SEO campaigns
are relevant
• Use Google Analytics to make sure you know what is happening, not only with your PPC campaign but also with your website
• ALL of your content is important, so make sure your website contains all types of media to maximise traffic
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business
Thank you for listening!
Any questions, please ask!
Adido Solutions LimitedEmpowering your business
www.adido-solutions.com0845 260 2343