Irun webinar-seobasics-july10

© IRUN Solutions Ltd, 2010

Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the guidelines below.

Reducing background noise…• If possible please can you mute your phone. If you are using a

headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.

• If unable to mute please keep background noise to a minimum.

If you are experiencing the following problems please close the call and reconnect;

• You are unable to connect to the meeting• You cannot see the presenters screen• You cannot hear clearly.

There will be a Q&A sessionduring the final 10 minutes


Search Engine OptimisationGetting noticed and driving traffic


IRUN Workshop Objectives…

Improve your knowledge.

Help you make informed decisions.


IRUN Workshop Series Build & Manage Your Own Website

Website Design

Writing Effective Website Copy

Website Marketing

Search Engine Optimisation Pay Per Click Advertising

Website Analytics

Contact Systems / Email Marketing

FREE to attend every week

Thurs @ 9.30am


About IRUN… Work with companies, clubs and charities of all sizes

throughout the UK.

20+ operations across the UK.

Provide a full range of business development / internet marketing applications.

www.irunsolutions.co.uk


Previous workshops… The challenges most businesses face.

Your website: is it seen as a ‘cost’ or ‘investment’.

How to create an effective website.

Effective communication with your website visitors.

Today… Enhancing Search Engine performance (Google)


1. Lead Generation- generating additional sales enquiries - prospects

2. Conversion- turning more prospects into - paying customers

3. Customer Retention- strengthen customer relationships - reduce attrition rates

4. Penetration, Up-sell, Cross-sell- Maximise sales to existing customers - make more profit

5. Business Process- Streamline to increase service or cut costs

The biggest challenge for most businesses…


Estimated 50% of businesses are ‘invisible’

Estimated 30% of businesses are ‘embarrassed’

Estimated 10% of businesses with an ‘online brochure’

Estimated 10% of businesses with a ‘business development tool’

Internet presence…or not!


Intelligent business…

Attract Visitorsin your Target

Market

Convert Visitors into Paying

Clients

Up-sell, Cross SellBuild and Retain

Solicit for Referrals

Number of Leads

Generated

Number of Leads

Converted

Monetary Value of 1st Transaction

Average Gross Profit

Margin

Number of Transactions

per Year

Number of Referrals Per Year / client

Number of Years as a

Client

An Effective Website and

Communications Strategy for Prospects

An Effective Website That ‘Sells’ to the

Target Market

Professional Ongoing

Communications

Reminders and Reasons to

Return to the Website

Feedback Service Improvement

ReferralsSearch Engine

Marketing

An Effective Website

Website and communications strategy

Search Engine Marketing

An Effective Communications Strategy


Your website…

No web presence

Out of date website

Online listing

‘Static’ brochure site

Professional copy

Interactive website

Organic optimisation

Paid for Traffic

Integrated solution

Optimised solution


‘Cost’ vs ‘Investment’

No web presence

Out of date website

Online listing

‘Static’ brochure site

Professional copy

Interactive website

Organic optimisation

Paid for Traffic

Optimised solution

Integrated solution

BUSINESSCOST

BUSINESSINVESTMENT

There is a real need to inform and educate, enabling business owners to make the right decision


76% get no commercial benefit why?

Website attracts no traffic Website attracts traffic but it’s the wrong sort Website is badly written / out of date Simply don’t know if their website works Don’t know why they’ve got a website in the first place

99% of the time its all of the above…….


Ultimately it’s about…

...contact from well qualified prospects ready to do business

1. Lead generation & conversion2. Retention & relationship building


Website OptimisationImproving Performance on Search Engines


Three sources of traffic

Direct: www.yourbusiness.co.uk

Inbound Links

Search Engines– Organic– Pay Per Click


What is a Search Engine? A programme that searches documents for

specified keywords/phrases and returns a list of the documents where they’ve been found.

Crawler based search engine consists of: Crawler/spider/bot Index (or database) Search Engine Result Page (SERPs)


How do search engines find web pages? By accepting listings from webmasters but there are no

promises!

By spiders that roam links and information. Crawlers visit the web page, scan it, & follow links to other pages within the site.

Google actually uses 4 spiders that crawl 100 pages per second.


Major Search Engines Google Yahoo MSN AOL

• 80%+ of visitors use Google• In general if you optimise for Google the steps you

take to satisfy Google will also get you to the top of the listings for the lesser search engines


‘Organic’ optimisation

‘PPC’

30%

70%


For 1,000 searches on a typical keyword this many clicks go to the sites in these serp positions.

Google Organic Search position

Number of clicks

%

1-10 (serp-1) 478 48%11-20 (serp-2)

361 36%

21-30 (serp-3)122 12%

31+ (serp-4+)39 4%

Total 1,000 100%Source OneUp.com p119


Think about this….

Attracting TARGETED visitors to your website

What is targeted traffic?

It all depends on what your goal is for your website and who you are targeting.


Website Objectives… (Goals)

Download a brochure Sign-up for a newsletter Subscribe to a mailing list Request a product sample Book a sales consultation Purchase a product Book a service

Sales

Leads

Prospects

Suspects


Planning & PreparationUnderstanding the language….

Keyword Research is THE most important thing to do when starting an SEO Strategy.

You may think you know the right words or phrases but typically you will be wrong.

If you don’t know the words your Target Audience will be using to find your services you will never be successful at getting them to your site.

– You must get targeted traffic!


To help the process…think about….

Who is your target audience? Who needs/uses the product or service? What might they be looking for? How could you segment the audience? What subjects surround the obvious? Key words, symptoms, root causes, effects,

associated issues and subjects?


Keyword Exploration

Offline Market research

Consumer groups

Feedback forms

Complaints

Staff

Online Website statistics

Analytics packages (e.g. Google)

Competitor research

Keyword research tool

Social Media


Keyword Analysis

Filter & Focus… Monthly searches

Directly competing websites

Keyword Effective Index (KEI)

Pick the winners! - CONVERSION


Maximising the effect

Group into 3-4 related keywords Create web-pages themed to those words Needs clarity of the business priorities. Agreement with ‘Stakeholders’


Maintain page focus / theme

page No Page Name

No. Of searches (60days) Keywords

1 Overflow Call Answering 148 call centre outsourcing150 call centre outsourcing service100 switchboard outsourcing100 virtual office phone answering service

2 Independent Professional 258 Call handling198 call handling in UK214 inbound call handling122 uk call handling

3 Outsourced Reception 246 virtual reception183 virtual reception service124 virtual reception UK252 virtual receptionist

4 small business 310 small business answering service128 uk virtual office services202 virtual office solution403 phone answering services

5 Large Business 319 answering service211 call centre solution uk195 phone answering service248 virtual call centre


I’ve got the keywords – what next?A Search Engine Optimisation strategy has two key factors, both need to be taken into consideration

1) On Page Search Engine Optimisation- all the techniques used on your own site

2) Off Page Search Engine Optimisation- the influence of other sites on your own site


Optimising your content On Page Factors (Website Meta-Data)

Your website Meta-Data (each page should be unique) Relevancy: you need to prove to the spiders that page

content is relevant – meta data helps with this- *Title: include the Keyword in a headline- *Description: include the Keyword- Keyword: include keyword and misspellings

*These appear in search results so make the copy compelling!


Choosing domain name www.garden-services.co.uk www.gardenservices.co.uk www.garden-services-newbury.co.uk

New Domain Names – Search Engines have to gauge trust therefore an older site would typically do better than a newer one.


Careful what you choose for a url!... www.therapistfinder.com www.itscrap.com www.viagrafix.com www.speedofart.com www.effoff.com www.powergenitalia.com


Optimising your ‘On Page’ Factors Page content

- Word count / placement- Headlines- Bold Text- Bullet Points- Anchor Links- Content (keyword density 4%-7%)- Alt Tags / h1, h2, etc tags


Top Tips


Linking Strategy Organic Optimisation via Links

Ensure there are links to your web site pages from other web sites.

Spiders will find and index your site.

Links from ‘Important Sites’ are much better than unimportant sites

Site rankings change over time so expect the hockey stick effect…


Your internal Linking ‘Strategy’

Web Page 1 Web Page 2 Web Page 3 INTERNAL

LINKS

Don’t just include a hyperlink

Don’t say ‘click here’ or ‘more info’

Use descriptions that include keywords.

e.g. … for more information please contact our garden services team


Linking StrategyGathering Inbound Links from External Sites

Blogs Forums Articles Newsletters Ezines PR Joint venture / strategic partners Trade journals and directories Professional networking sites Book-marking / Social Tagging


Your inbound and outbound links to other websites When creating a ‘links’ page to link to other sites call it

‘resources’ or internet resources – this will receive a better ranking.

Reciprocal links do count, they are not as effective as just inbound links. The key is to make sure that the links are relevant. For instance a Florist would not link to a car mechanic but would to a wedding shop.


Getting the balance right On the links to your website – try to get 50% to use your

domain name as the anchor text.e.g recommended gardening company in Newbury

www.garden4you.co.uk

The other 50% should use keywords as the anchor text.e.g recommended Garden services company in Newbury;

Garden 4 you

Of the above, around 60% should link to your root or home page. the remaining 40% should link to product /

service specific/landing pages.


Linking ‘Strategy’Strategic

Partner #1

Trade /Professional

Directory

BLOG

Home Page

Social NetworkInbound

Links

StrategicPartner #3

StrategicPartner #2

Outbound Links

Inbound Links


Consider Local Focus Languages Local domain names e.g. .co.uk Links from local sites Google maps Google Earth Local Directories


Search Engine Optimisation / PPC

Step 1

Business Review

Step 3

Internal Site Changes [On page]

Step 2

Initial Analysis & Research

Step 4

Enhancing Popularity [Off page]

Step 5

Monitoring & Evaluation

BusinessObjectives

WebsiteObjectives

Keyword Research

CompetitorResearch

KEYWORDFOCUS

Site Map Creation

Content LinkEnhance

Truepaths‘Assets’ Tags

CompetitorMonitoring

Analytics‘Google’

Articles LinkBuilding

PageRefresh‘Blogs’ Listings

MonthlyPosition

REPORTING

PPC

‘Clicks’

Set-up


Two Golden Rules

Pages must be of value to customers

Pages must be of value to Search Engines


Bear in mind…

Most web site owners do not bother Simple, effective and efficient is required Take the easy steps first Get an increased share of the traffic Get on with managing your business


In SummaryConsider 3 areas;

Keyword / Competitor Research – to identify the right keywords and phrases for your market, goods and services.

On Page Optimisation – this is the work that should be undertaken to get the website to an optimised state for the identified keywords, maybe a one off task or monthly.

Off Page Optimisation – monthly activity to continually update and maintain the site.


Growing A BusinessHow IRUN make it happen…


Intelligent business…

Attract Visitorsin your Target

Market

Convert Visitors into Paying

Clients

Up-sell, Cross SellBuild and Retain

Solicit for Referrals

Number of Leads

Generated

Number of Leads

Converted

Monetary Value of 1st Transaction

Average Gross Profit

Margin

Number of Transactions

per Year

Number of Referrals Per Year / client

Number of Years as a

Client

An Effective Website and

Communications Strategy for Prospects

An Effective Website That ‘Sells’ to the

Target Market

Professional Ongoing

Communications

Reminders and Reasons to

Return to the Website

Feedback Service Improvement

ReferralsSearch Engine

Marketing

An Effective Website

Website and communications strategy

Search Engine Marketing

An Effective Communications Strategy


IRUN Workshop Series Build & Manage Your Own Website

Website Design

Writing Effective Website Copy

Website Marketing

Search Engine Optimisation

Pay Per Click Advertising Website Analytics

Customer Contact Systems

FREE to attend every weekThursday @

9.30 am


Request• Please let us have your feedback.

• If you feel able please let us have a testimonial. Delivers a link back to your own website.

• If you feel it is valuable please invite 2 other people to attend a future workshop.

• You are welcome to attend future events.


Thank youQuestions & Feedback

Date post:	16-Apr-2017
Category:	Self Improvement
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Irun webinar-seobasics-july10

Self Improvement