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Introduction
The new marketing paradigm
Why you should optimise your online presence
How it should tie into your business goals
Fundamentals of Search Engine Optimisation (SEO)
Introduction to social media marketing
Workshop exercises – work on your business
New Marketing: Tools to consider
Social Networking and Social Media
Blogging
Local and Universal Search
Video
Adwords
Essential Building Blocks
Google Analytics
Google Places
Content Management Systems
Google Webmaster tools
Why Perform Search Engine Optimisation (SEO)?
The online retail space is set to grow with 69 per cent of respondents planning to invest in improved site content and 66 per cent will spend more time on online marketing. Some 70 per cent cited SEO as being the most effective source to acquire customers.
From Forrester Report: “Online retailing in Australia 2010: Marketing, merchandising and customer service”
Why Perform Search Engine Optimisation (SEO)?
Gives higher long term ROI compared to any other online marketing vehicles (Source: Marketing Sherpa Report 2010).
Higher natural rankings builds trust among searchers.
80% of websites are found through search engines (Source: Forrester Research).
Research suggests that if your not in the top 5 – 15 for your search terms your website is almost non- existent on the internet.
Why High Ranking Matters
Positioning is important!!
1.Above the red fold – 100 % viewed. 2.Drops to 50% - 20% below the fold.
Positioning is important!!
1.Appear on Page 1 – More traffic = More leads!
2.Appear on Page 2 – Less traffic = Less leads!
Your Competition Keeps Getting Bigger
Search Drives Sales, Both Online and Offline:
For every dollar spent online, the average search user spends $2.56 offline
'Search influences 20-30% of purchases made at retail locations’
eMarketer 2007
Search Listings
Difference between paid search listings and natural search listings
Pay Per
Click
SEO
What is SEO?
The process of ensuring that your website is highly visible and relevant to search engines:
On-Page SEO
Off-Page SEO
What is a Search Engine and how does it work?Robots, crawlers, spiders or ‘bots’
The Index
The Algorithm
What are the goals of your website?
Website goals might include
Top 5 ranking position for 10 key phrases
Increase traffic to the site by 50% in 6 months
Conversion rate increased from 1% to 2%
Online revenue increased from $15,000 per annum to $30,000
Attract additional five new leads per week
Return on Investment
Research suggests that SEO gives higher long term ROI compared to any other online marketing vehicles (Source: Marketing Sherpa Report 2010).
However ROI varies depending on industry, products, website size etc
Remember: It can take 6 months to see results
Commit to 6 months and then measure ROI
ROI should be based on clear $ return
SEO – Google Ranking Achievement Report
Keyword Sept Nov Febweb design melbourne 59 22 20
website design bendigo 4 1,2,3 1
graphic design 100+ 100+ 20
graphic design ballarat 10 9 7
web design workshops bendigo
1 1,2,3 19
online marketing mildura 1 1 1
Website Case Study - www.designexperts.com.au
Will SEO work for your business?
For smaller businesses, SEO (tends to) work best for:
Sites which sell niche products or services globally
Sites which sell in a specific location
Sites that don’t try to be all things to everybody!
Exercise
Are you on Google? Do a search for your business’ brand name at Google, Yahoo and ninemsn. Where does your website rank?
Do a search for your key product or service (not using brand names)
How do search engines reference a website?
Direct submission
Search engines can use your XML site map(if you have one)
Following links from other web pages
Is your website search engine friendly?
Content
Navigation and link structures
Site structure and layout
Poor structure and navigation cause major roadblocks
Which pages should you optimise?
Analyse your website structure and content
Prioritise your home page
Optimise your top level category pages
If you sell products at your site optimise your product pages
Which pages should you NOT optimise?
Privacy page
Terms and conditions/legal information
Disclaimers etc.
Add as PDF’s
How do people search?
People search in phases:
Broad ‘interest phase’
‘Research and refinement’ phase
‘Purchasing or buying’ phase
Who searches for your product?
Understand your target market(s):
Who are they? Develop personas
What problem are you solving for them?
How are they likely to search?
Analysing your competition
An important step in the keyword research process is competitive analysis:
Identify direct competitors
Which sites rank in top positions for your important search phrases?
Check their source code for key phrase selection
Keyword Research Tools
Keyword research tools help you:Decide on keywords and key phrases
Understand search volumes
Two types:Free
Paid
Important SEO Page Elements
Header
Body
Title Tags
Headings
Body Text
Internal Link Text
Images
Meta Data
Exercise
Identify your target market: Who are they?
What do they buy from you?
What keywords do they use?
Ask the room
Create an SEO site map for your website
How to write content which converts
Include calls to action
USP
Turn features into benefits
Write content that offers value
Link Building
Directory Listing
Article Submission
Blog Comments
Forum Posting
Social Bookmarking
Video Submission
…..Notice how many are social media?
Checklist
Action Frequency
Review your ranking positions Weekly
Review your analytics Monthly
Refine your SEO procedure according to your analytics
Monthly
Link Building Ongoing/regularly
On-page refinement Monthly
New content Ongoing/frequently
Why Social Media Marketing?
Customers are spending a large amount of time there!
It’s low cost and easy to use
It’s online word of mouth marketing – and it’s highly effective (network effect)
Social Media Risks
Fear by some businesses
Loss of control of brand
Time-wasting by employees
Waste of time and resources
And others, both real and perceived
Social Media Framework
People
Alignment with the Business
Financial Goals
Operational and Marketing Activity
Social Media Foundations
People
Can you describe your audience?
Do you know their needs?
Who are the influencers you need to reach?
Social Media Foundations
Do you have the skills, culture leadership in your business?
Do you have a social media policy?
Do you have a budget?
Do you know which tools to use?
What data are you going to collect?
Marketing Activity
What are your communications strategies?
Do you have a listening strategy?
Are you going to talk and inform?
If so, what are you going to say?
Marketing Activity (continued)
Can you support your customers?
Do you have the ability to engage and energise your customers?
Conclusion
SEO and Social does provide long term ROI in many cases
You will see revenue increases if implemented correctly
It can take time to see results
Measure online success using analytics
Ensure you also measure business benefits
Small Business Mentoring Service
Business mentors help you to identify a clear direction for you and your business.Business mentors can also advise you on how to:
conduct market researchprice and/or cost your products or servicesdevelop an effective marketing strategyuse other business management tools
To arrange a session with a business mentor go to:
www.sbms.org.au