Cim hull-feb2012

(c) Jan Klin & Associates 2011

Today’s Answers to Yesterday’ s Marketing Questions–

Inbound Marketing - From Social Media Marketing to 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– 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


Still the main method..


Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.com

http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town…

Baidu – ChinaNaver – KoreaYandex – Russia

Are dominant in their respective countries

http://www.searchenginewatch.com/

http://www.searchenginecolossus.com/

http://www.searchenginelinks.co.uk/link-48.html


SEO in Business to Business


SEO in Business to Consumer


SEO success in High Tech Manufacturing

SEO in High Tech


SEO success in High Tech


Google – ‘Universal Search’ and DAO (Digital Assets Optimisation)

Content retrieved from:Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInMySpace, video ,etc


Google Base – shopping results

Google Base – Shopping Results


Google Places

-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


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

http://www.microsoft.com/japan/ie/default.asp

http://www.google.co.uk/






Are you in the Google index?Site:www.yourdomain.com

Use the ‘Site’ command with your domain name at the Google search box

For Example: Site:www.businesslinkke

nt.com

497 web pages in the index

http://www.google.co.uk/


HTML Sitemap


Register with Google Webmaster Central (GWC)











Keyphrase Selection

It’s a two stage process…

1. Developing the Initial List

2. Refining and shortlisting your choices

See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html


Developing the Initial 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

http://www.digitalpoint.com/


Keyphrase Analysis

Or…run a pay per click campaign!– 3 months

This way you’ll find out what really works– What converts to

sales or enquiries


What are the main factors to consider when selecting and prioritising keyphrases?

Search Volume – the number of monthly searches– The bigger the better?

Business Relevance – how important is this term to my business

Keyphrase relevance – what is the searcher looking for when using this phrase– Single word phrases are not good as its difficult to know the searchers intent– Phrases can have different meanings ‘eg ‘cold treatment’– Mix ‘long tail’ and ‘head phrases’

Competition – how much competition is there for this phrase



Keep this keyphrase list for use with other inbound marketing











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)


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

http://www.ranks.nl/tools/spider.html


www.asgservices.co.uk


Capturing content below the scroll


www.aadrvarksafaris.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

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

http://www.asgservices.co.uk/


Meta Tags – The Title tag


Different Pages Optimised for Different Keyphrases

http://www.surviveall.co.uk/

http://www.surviveall.co.uk/


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


Major Ranking Factors

On Page Factors (‘Entry Ticket’)– Metadata – title, keyword, description, H1– Visible (readable) html content– Internal links

Off Page Factors (‘Competitive Differentiators’)– Inbound link infrastructure– Directories, blogs, pr sites, etc, etc..– Domain trust – age, age of links

Behavioural (less important generally , BUT will become more important)– Number of visits, length of stay


Use www.backlinkwatch.com to check your links

Inbound Links

http://www.backlinkwatch.com/




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)






Google Analytics – free and comprehensive


Link Building Strategies

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.linkpopularity.com


Where do links come from?

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

Strategic Partnership links Reciprocal links In newsgroups and other forums Portals

– Geographic– ecommerce

In Blogs Banners Affiliates Social Media sites


Europages – An Effective European Business Directory


www.alibaba.com – worlds largest B2B Directory

http://www.alibaba.com/


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


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

PR Directories

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


Anchor Text Example

<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>


Use ‘AddThis’ to allow people to bookmark your pages


www.janklin.com – free lessons

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


http://www.janklin.com/






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


Alexa.com – top sites worldwide


See the top visited sites around the world – 120 countries – top 100 sites


Social Media Marketing

Social Media Marketing – confused?


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?

90 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


Linkedin Answers


LinkedIn – participate in groups-or set up your own


Cloggs ,Social Media and BrandDevelopment

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 17000 fans, and 9000 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

Helps with search engines

http://www.cloggs.co.uk/


http://www.facebook.com/Cloggs.co.uk

http://twitter.com/Cloggsuk


Cloggs and Social Media

They follow their competitors followers – who in turn follow them

Encourage people to follow/like them in return for getting regular offers and promotions

Use social media to enagage and interact with their customers – offers, problems , etc

Use social media also for email database sign-ups

Only generates a few £1000s per month

Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen




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


Affinity

Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand

For example –– if you comment on someones photo they are more likely

to appear in your feed– If you snoop on someones profile (eg ex girlfriend) you are

more likely to appear in their feed


Edge Weight All ‘edges’ arent created equal

We know that photos, videos and links have high edge weight

Knowing this we should use these edges and encourage people to interact with them– So use a variety of these objects in your status updates to

appeal to different people who respond to different object– Encourage them click on a photo or video– Encourage them to click on a link, etc– In short encourage interaction with you via multiple

objects


Lots of ‘likes’ -but how important is that?


Lots of interaction to engage fans, increase affinity and increase sales

Encourage interaction

Add free downloads of vids and music

Competitions (eg tickets to shows) to engage fans and their friends

Vids and music have high edge weight

Posting twice a day for recency


Use Twitter to promote latest music and games


Google + now included in search results

Google Search Plus Your World (GSPYW)– Google brings in results from your

social network (even if you ar not signed in)

Previously it couldnt get into all Facebook data but now can through G+

See Jan’s Blog Post– http://www.janklin.com/blog/exciting-

google-changes-search-plus-your-world

http://www.janklin.com/blog/exciting-google-changes-search-plus-your-world







Including your social circles in search results

Google now has access to reliable social signals for search results – which it never could get through Facebook

Eg – if you are searching for holidays in New Zealand – photos, recommendations etc will be served up from your social circle – providing you are signed into your Google account


Google’s Plus One Similar to Facebooks ‘like’

button

Allows you to mark web pages you like from search results

Google will then include these sites in your search results

More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends

You need to be signed in, and have a Google profile


Blogging – the ‘glue’ binding Inbound Marketing


Put your blog at the epicentre of your social media and web marketing

A typical blog….


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

Over 50% of web traffic attributable to blog

Keyphrase list for main phrases and ‘longtail’ used


Benefits of a Good Blog

Good way to keep in touch with your audience– Rss, email, bookmarking

Integrated Blog (eg Wordpress) helps with SEO– Long tail, links

Search engine compliant– Metatagging automatic– Textual content– Adds authority

Your bridge to Social Media Marketing


Linking your digital assets


Your Blog-articles

-Press releases-Lessons-reviews-guides

……

PR sites(eg PRweb.com)

Social Bookmarking sites(eg delicious.com )

Social Networking sites(eg Facebook)

Syndicate content to other blogs

Microblogging sites(eg Twitter)

RSS to others

Email to contact database

Video sites(eg YouTube)

Submit to article sites


Facebook and Marketing

Over 800 million active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site



www.winetravelguides.com


Develop your visibility

Create an engaging page– Events, videos, discussions, photos, blog

articles

Get found by search – based on content and number of ‘fans’– Get people to ‘like’ you

Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog– Advertise!


Instant Success with Facebook

Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured thatthere will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know!

ADAM BECK-Ampwire Ltd


Twitter - Microblogging

Twitter and promotion

Twitter and real time search


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


What not to do?….


Twitter and realtime search


Search for ‘royal wedding’ on 29/4/2011


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161

Twitter’s first real attempt at monetisation

Pay to have your selected tweats appear at the top of the search list

People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results

Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards

http://help.twitter.com/entries/142161


Twellow.com

Twitter Directory

See what people are tweeting about in your sector


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.

http://www.wilsonweb.com/linking/basu-twitter-linking.htm

http://bit.ly/

http://trunk.ly/

http://goo.gl/

http://klout.com/


YouTube and Video Now the number 2

search engine

Promote your products via YouTube and other video upload sites

Include videos within your own website



Optimise your clips…


Posted in other languages…


Video SEO guidelines-Posted

Ensure video is tagged with relevant keywords

Ensure it is in the most appropriate category

Overdub the video with your domain name

Ensure you include a clickable domain name back to your site

Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)

Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings


LinkedIn

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


Set up your Linkedin profile

http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top


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"


Advertise directly on Facebook


Advertise Directly

Target by gender,age, location, keywords…

Use ‘pay per click’ or ‘pay per view’– Low click through rates so PPC best

Use Google Adwords content targeting


www.backtype.com – monitor what people are saying about you on the web

http://www.backtype.com/



www.socialmention.com


UKTI mentions

http://www.socialmention.com/


Social Media – what’s relevant to you?

Organise in order of importance..– Your Blog

What could you blog about?

– Facebook– Twitter– YouTube– Google Plus– Other ?


Search Engine MarketingPay Per Click Advertising


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

33% of internet 33% 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


(&PPC)



Ever seen this?


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


Tap into overseas markets


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.royaldubai.co.uk – PPC then SEO

http://www.royaldubai.co.uk/


www.spyfu.com


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


https://adwords.google.co.uk/select/KeywordToolExternal


Keyword selectionStage 1 Stage 2 Stage 3 Stage 4 Stage 5

co

nsu

mers

tho

ug

hts

erStage 1 Stage 2 Stage 3 Stage 4 Stage 5

buy

co

nsu

mers

tho

ug

hts

er

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

computer

132,755

laptop

19,152

sony vaio

2,264

sony vaio z1sp

47

cheap sony vaio laptop

11

£5.00 £0.46 £0.40 £0.10 £0.10


•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


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

http://www.free-employer-advice.co.uk/


(&PPC)


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 – [email protected]

01928 788100 07946 513521

mailto:[email protected]

Date post:	19-Oct-2014
Category:	Documents
View:	863 times
Download:	2 times

Cim hull-feb2012

Documents