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| Date post: | 14-Sep-2014 |
| Category: |
Business |
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ONLINE MARKETING FIRST
How to get your business online and how to get yourself found
AGENDA
Promoting you website Onpage optimization Offpage optimization
Utilizing Social Media Facebook, Twitter, LinkedIn
Website tools Generating leads for success
INTERNET MARKETING• Website
• Social media
• Blogs
• Affiliate marketing
• SEO
• PPC & online advertising
• Apps
• Podcasts
• Ebooks
• Online articles
• Videos
• The list goes on…………
WHY INVEST IN ONLINE MARKETING
WHY?• 90% of jewelry purchases first checked info online• Price comparisons• Time poor society• Age of information & technology
GOALS• Conversions are easily tracked (leads sales, subscriptions,
downloads, memberships, advertising impressions)• Target markets easily focused using online advertising• Branding needs to be consistent• Must measure every campaign
MAKE YOUR WEBSITE
Where to host it?
What domain to buy?
What top level domains suits your business need?
What platform to build your website on:• Wix, Weebly• WordPress, Joomla, Droopal• Professional Web Developer
Ensure you have a CMS Control over basic design, text, pictures etc
SEARCH ENGINE OPTIMIZATION
SEO is the process of optimizing a website in a way that allows it to perform well in search engines, such as ranking extremely high for targeted keywords.
The primary goal of SEO is to increase the traffic for a website.
The secondary goal of SEO is to increase conversion rates (depends on goal of website and product/service offered).
SEO alone will not allow you to succeed in achieving your online goals. You should use a holistic online marketing plan to ensure goals are reached and ROI is attained.
WHERE DOES SEO HELP?
Paid Search
Using Google AdWord – Pay Per Click
Organic Search
Content relevant to searches
SEO APPROACHES
SEO – Search Engine Optimisation The Process of improving the volume and quality of traffic to a web
site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.
SEO involves: site coding (meta coding) content optimisation navigation (internal links) link exchanging (external links)
TWO CONCEPTS OF SEO
1 . On page SEO – content
TWO CONCEPTS OF SEO
2. Off page SEO - links
HOW DO YOU GET SEARCH ENGINES TO NOTICE YOU?On Site (content): Descriptive domain names (Where in the world are you?)
Title tags – not spamy, unique per page, not longer than 58 characters
Meta tags (key word & description) & robot tags Body text:
Keywords (next slide) Anchor text hyperlinks Key word repetition, repetition, repetition – not over 6% keyword density Spelling
Specific body content (Not everyone enters through the front door) Correct usage of H1 and H2 formatting styles Multimedia like videos & pictures Tagged pictures (Alt Tags) Fast page load times
KEYWORDS
“If its not written on your site, how will people find you”?
Use of landing pages
Keyword research – using adwords tool:
https://adwords.google.com/o/KeywordTool Local search volumes Global search volumes Competition
Search Insights/Trends:
http://www.google.com/trends/ Compare up to 5 words
MORE ONPAGE OPTIMIZATION
Friendly navigation Clear call to action Meta tags, keywords on page Pics and videos Page load speed User engagement Easy contact us
Form – use Captcha for anti spam Phone number Try not to write full email address
Comments onpage Disqus - free
OFF SITEOff Site (inlinks/backlinking): Wikepedia Ezines Blogs & Forums Squidoo, Reddit, delicous, dig, stumbleupon Facebook, linkedIn, Twitter
• Submit Your Site to Key Directories• Submit Your Site to Industry Sites and Specialized Directories• Request Reciprocal Links• Write Articles for Others to Use in their Newsletters• Begin a Business Blog (next few slides)• Issue News Releases• Comment on blogs/news with backlinks
ALL USING ANCHOR TEXT HYPERLINKS
LANDING PAGES AND A/B TESTING
• Create them!
• Clear title, and layout –make your visitors really
• Clear call to action
• Remove noise from form pages
• Make sure they can share your “offer”
• User friendly forms
• A/B test : Headlines, field names, button colors,
• Layout, image, page structure, capture visitor, consistent from source language
• Have a Thank You page
BLOG – REVIEW FROM PAST CLASSYou can have an:
1. Onsite Blog – new content2. Offsite Blog – inlinks & independent feel
Both are useful for different goals
Update often What is “often”? Most agree at least once a week new content is needed. You can
update once a day.
Centered around 1 keyword and specific to 1 topic Best to stick to the rule to keep the KW in the:
H1 of the blog, 3 times in the body text and Ensure the KW is in the url
Submit your blog to increase readership – search engines & social sites
WHAT DOES A SPIDER SEE
Add Google tool bar and page rank to your browser.
Click on the cached snapshot of the page.
Google 's cache is the snapshot taken of the page as it was crawled by spiders eg googlebot on the web.
View text only
GOOGLE’S SECRET ALGORITHM
This is what makes Google so powerful as a search engine finding relevant links for its users.
The Google algorithm is a tightly guarded secret (and insiders say constantly changing).
Basic’s:1. Text matching
(from your searchterms)
2. Page rank
GOOGLE ALGORITHM UPDATES
Caffeine, Panda & Penguin updates appears to put more emphasis on social media such as Facebook, My Space and blogs
Unique content and page load times
Even with the changes, most white hat optimization tactics will continue to prevail
Each algorithm change is supposed to revitalize the Google algorithm to provide users with a better search experience
The official word is that the update is:
"the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness, and other
dimensions."
YOUR RESPONSE TO GOOGLE’S ALGORITHM• Higher keyword density. – no more than 7% keyword density
• Faster index. Most people report queries are returned at faster speeds.
• New – Instant Page launch
• Fresher results. Results are more current, including blog posts from the last few days.
• More emphasis on social media. SERPs contain more sites like Facebook, LinkedIn, Blogger, etc.
• Less emphasis on universal search. While this is a popular feature and was also implemented by other search engines, it doesn't help Google's paid search revenue. Therefore, universal results will be moved lower on the page to make paid search more visible.
• Increased prominence of video & images. While news listings moved further down the page, SERPs are prominently featuring video & image listings.
• Keywords in domain name. Google has always favored keywords in the domain name, and the new SERPs seem to weigh keyword domain names even higher. If you're launching a new site, a microsite with your keywords embedded within the URL might be wise.
WHAT TACTICS TO USE
Create a site with clear hierarchy and text links.
Create a site map with links to important pages.
Create information-rich pages describing your content clearly and accurately.
Use keywords in text.
Give preference to text over images.
Make <title> elements and ALT attributes descriptive and accurate.
Check for broken links and correct HTML.
Keep outbound links on a given page to a reasonable number (<3 per page).
Avoid hidden text or hidden links.
No cloaking or sneaky redirects.
Don't load pages with irrelevant keywords.
Don't create multiple pages, subdomains, or domains with duplicate content.
Don't create pages with malicious behavior (phishing, viruses, trojans, badware).
TOOLS FOR MEASUREMENTWebmaster Tools Submit sitemaps.xml Fix all html errors Check page load times See keyword entry See inlinks
Analytics Make weekly/monthly reports Geographic Entry sources Bounce rate/time on site/pages viewed per
visit
Yahoo site explorer - dead Inlinks
Bing Webmaster Submit sitemaps Same as Google Webmaster Tools
SEO Tools Opensiteexplorer.org http://www.seomoz.org/tools http://www.traffictravis.com/
Facebook Insights Add the like button to your website
AdWords Analytics
MEASURING RESULTS
CTR – Click through rate Impressions / Number of clicks
For PPC campaigns: CPC – Cost per click (and paid banners)
Average position on search engines related to specific targeted key words
Conversion Rate
ROI – Return on Investment
SOCIAL MEDIA
Twitter account Tweet regularity Hash Tagging
Facebook Fan Page 25 fans for url Regular posts More casual – make sure you interact Apps
LinkedIn Company Profile Personal profile Join relevant groups and be active Update status
YOUR TASKS
• Just do it—Set this into your daily work plan and schedule
• it, like a meeting, with a beginning and end time.
• Responsibility—Build this into your action plan
• (communications, take action) and plan to ‘rotate’
• responsibility.
• Expertise—Set some time aside for research and learning.
• Begin with the basics; commit to building on this base.
THANK YO
U
P A U L V E S E LY
P A U L @ S E O W E B L I V E . C O M
www.seoweblive.com
