Today s agenda Part 1

Transcription

1 up your business

2 Today s agenda Part Worksheet Break Introduction Chris Muirhead Director LexisClick Presenter Stephen Bavister Managing Director LexisClick Why is Google so important? Part 2 Google+, YouTube and the rest Worksheet 2 and Action Plan Q&A Networking and Finish

3 Introduction to LexisClick We help our clients marketing succeed through the power of online technologies and communities through services including: Easy to find A pleasure to use SEO Services Online Advertising Marketing Services Social Media Marketing Web Design Marketing Services To make them... A growing business needs to be... Regularly recommended The first to return to

4 An introduction to your speaker Started life in studio production at Rodway Smith Advertising followed by a spell with Walt Disney then back into the agency world looking after clients like Multisoft Financial Systems, Tetra Business Systems, Hyperion, Remedy Software, Ideal Hardware and Uvex. I have been involved in all areas of B2B marketing, advertising, print and production covering all aspects of product launches, roadshows, exhibitions, overseas events and more recently with LexisClick focusing on website design and development for the B2B environment and all that involves with regard to SEO and online marketing. Chris Muirhead Director LexisClick

5 Introduction to your presenter Lead Digital Marketing Consultant at LexisClick, 2007 present. Started working in online marketing, designing and building websites in 1997 when he designed and built British Steel s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick

6 Why is Google so important?

7 Who here uses Google?

8 The most valuable companies in the world Apple has emerged as the most valuable brand in the world, passing Coca-Cola which held the top position for 13 years Rank 2012 Rank Brand Brand Name Sector Brand Value ($m) 1 2 Apple Technology 98, Google Technology 93, Coca-Cola Beverages 79, IBM Business Services 78, Microsoft Technology 59,546

9 The size of Google The size of the World Wide Web: Estimated size of Google s index Size Google (number of webpages) Size in billion webpages jul jul jul Sep Sep oct

10 Google s market share UK Search Engine Market Share September 2013 Google Bing Yahoo Others UK Search Engine September 2013 share (%) August 2013 share (%) Change Others

11 SEO SEO Bournemouth Google Search I m Feeling Lucky

12 What is SEO? Paid for It is about getting your website here Organic SEO

13 A few reasons why it is important 95% of consumer purchases involve search 93% of B2B purchases start with search 64% of people researching a new product start online

14 How often do you get past the first page of Google?

15 You re in good company Top Google results 36.4% CTR No.2 gets 12.5% CTR No.3 gets 9.5% CTR

16 It is important but how does it work? Relevance, trust, awareness = recommendation / rankings Making your site relevant Identify the key phrases being used Make sure the site uses these phrases correctly and regularly Make sure the site has a good proportion of content based around these phrases Building trust The more links you build to your site from other relevant pages and sites, it is a vote for your site The more trusted the site is that links to you, the greater the benefit of the link Building awareness Creating links into the site Google indexes these pages and then finds your site from them Give other businesses and customers reasons to link to you Relevance Awareness High Rankings Trust

17 What do you need to be working? Onsite optimisation, keywords, landing pages, content Trusted links Social sharing

18 Why does Google change? Google is a business that provides a service 10 years of updates Unique content All linked up

19 This is where Google makes its money and there s a reason why! You can get immediate results, SEO can take months and longer Hopefully you know how Google Adwords works As with SEO the focus is on quality

20 Where s Google making its money?

21 Ad Extensions Offer Extensions Offer Location Extensions Sitelinks Call Extensions

22 Ad Extensions Offer Extensions Offer Extensions help you drive more foot traffic to your store or local business by distributing your promotions through your AdWords campaigns.

23 Ad Extensions Location Extensions You can extend your AdWords campaigns by dynamically attaching your business address to your ads, with Location Extensions

24 Ad Extensions Call Extensions Call Extensions help generate calls for your business by showing a phone number next to your full ad on Google search

25 Ad Extensions Sitelinks Ad Sitelinks add value to your existing AdWords ads by providing additional links to specific, relevant content deeper within your sitemap

26 Product Listing Ads Product Listing Ads are search ads that include richer product information, such as product image, price and merchant name, without requiring additional keywords or ad text. Product Listing Ads allow you to promote your products on Google Shopping and create a more engaging user experience.

27 Google Adwords Display Advertising Loads of opportunities to advertise your business and target specific websites very cost effectively and easily compared to advertising directly or offline. Target specific adverts at specific customers on specific sites Visit the Islands OF dreams make your dreams IN THE SEYCHELLES Book now OR Call us on BANYAN TREE SEYCHELLES Deluxe Resort & Spa Our opinion for discerning travellers seeking refined elegance and a Accommodation features: sophisticated ambience within a most beautiful natural setting. Hillside Pool Villas, 97m 2 king size bed, tea & coffee facilities, wifi & wired Combining contemporary grace with colonial elegance, each stunning internet, television, bathrobes, hairdryer, safe, IDD telephone, minibar, en Banyan Villa provides a sense of romance, rejuvenation and sensuality in suite bathroom with sunken bath & deluxe shower, private plunge pool, true Seychelles style. Nestled on picturesque slopes, Banyan Tree boasts private pavilion with dining area. 60 private Pool Villas with breathtaking views across Intendance bay. Beachfront Spa Pool Villas, 251m 2 with massage pavilion, verandah with Spoil yourselves within the enticing sunken indoor bath, a plush master dining area, outdoor jet pool, steam room. bedroom with separate dressing room, leading onto your private pool Pool Villas by the Rocks, 107m 2 similar facilities to Hillside Villa with and sundeck. Jet pool. Your choice of accommodation includes Hillside Pool Villas, Beachfront Intendence Pool Villas, 165m Spa Pool Villas, Pool Villas-By-The-Rocks, Intendance Villas, the fabulous 2 with jet pool. 2 Bedroom Double Pool Beachfront Villas and a unique Presidential Villa, Two Bedroom Beachfront Pool Villas, 826m 2 with 24 hour Villa host tucked away in a private cove at the water s edge, the ultimate in space service, in-villa breakfasts, wifi, ipod, 90 minute massage for one person and luxury. per stay, complimentary non-alcohol drinks, daily in-villa afternoon tea or Banyan Tree boasts three restaurants offering both international and local pre-dinner cocktails, daily fruit basket, cuisine, cocktail and snack bars and in-villa dining services. Presidential Villa, 446m 2 with private cove which can be combined with Re-discover inner peace at the Banyan Spa where the talented therapists Hillside Villa for 2 bedroom complex. Private swimming pool, dining areas, will take you to a different level of relaxation and inner peace. bedroom with king size bed, large sundeck, outdoor Jet pool and shower, Take a stroll on the magnificent beach to enjoy 800 metres of soft white steam room, guest bathroom, pantry area. sand sweeping away into the distance against a backdrop of warm Hotel facilities: clear seas. 3 restaurants, pool bar, lounge area, main swimming pool, gallery, spa, Enjoy a range of sports activities such as mountain biking and tennis, in-villa dining, cooking classes, gym, canoes, mountain bikes, tennis, or a leisurely drive around Mahé Island to discover the secrets of the yoga sessions, catamaran sea cruises, board games, island discovery beautiful Seychelles. excursions, buggy transfers. Banyan Tree Seychelles, Mahé Guide Price: 7 nights from 2094 per person Based on 2 people sharing a Hillside Pool Villa for 7 nights on bed

28 Worksheet 1

29 Worksheet 1 Name: Company: Thinking about your business, rate the following statements 1 = Strongly Disagree, 3 = Agree, 5 = Strongly Agree Strongly Disagree Agree Strongly Agree Action I am going to take I have a comprehensive SEO strategy for my business I regularly monitor my concise key phrase list that I am targeting for rankings I use content marketing to support my SEO and online marketing strategy I use Google Adwords for my business I am using Google Adwords advanced features remarketing, display and product ads

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31 Google+ Overview Currently at approximately 500 million users 235 million of these are active in a given month Growing in importance particularly in Google s world Facebook is a huge risk to Google Google will do everything to take over popularity Google+ is taken into account with SEO, if SEO is important for you Google+ will help

32 What s different about Google+ 3 things mainly It is owned by Google and will be used to influence their search results Circles which can allow you to segment your contacts based on their interests to send specific messages to specific interest groups Video communicate directly with your Circle via video

33 The benefits of Google+ particularly for search It improves Google s intelligence if you re logged in Google knows it is you and can personalise results Improves search results quality as it is easier to police spammers Changes the decision making process with +1 s or votes for your site Websites actively using Google s +1 get 3x the number of Google+ visits +1 votes improve click through rates from organic rankings

34 A few recommendations for Google+ If you haven t already set-up a Google+ page for your business Make sure you have a Google+ share button for your content Share lots of photos people are most likely to share photos and video content Add recommended links Promote your Google+ page where-ever you can the same goes for Facebook, Twitter, LinkedIn etc Segment your contacts using Circles and send specific messages to specific interest groups Google+ has a long way to go to be as popular and well used as Facebook, but is highly likely to grow in importance over the next few years

35 It is all about Trust

36 Authorship

37 Google Shopping

38 Google Shopping

39 Paid for service Now Live

40 Maps & local

41 Maps & local

42 Now Google+ Pages

43 Now Google+ Pages

44 A few facts & figures

45 Google Images There are billions images on Google

46 Build your Google Analytics Knowledge Conversion University Multiple short presentations covering almost all things related to Google Analytics Google Analytics YouTube Channel Useful videos showing how to identify data insights using Google Analytics Google Analytics Blog Stay up- to- date on the latest Google Analytics developments and case studies Google Website Optimiser Blog Stay up- to- date on the latest Google Analytics/Website Optimizer analysis that helps to increase conversions Google Analytics Help Center Useful center to find more information about Google Analytics features/tasks/troubleshooting

47 How can LexisClick help you?

48 How can LexisClick help you? SEO Adwords Management Social Media Strategy and Planning How you can make the most of Google+ Content production and planning Authorship Maps and local marketing management Video production and Marketing YouTube optimisation and channel set-up Google Analytics Webmaster Tools

49 Worksheet 2

50 Worksheet 2 Thinking about your business, rate the following statements 1 = Strongly Disagree, 3 = Agree, 5 = Strongly Agree Strongly Disagree Agree Strongly Agree Action I am going to take I use Google+ for my business I have addressed authorship for my content and am actively building my author trust I regularly review my Google Maps / Places listings I use YouTube and video marketing for my business I regularly review Google Analytics to understand where my business can be performing better

51 Action plan Write down 3 to 5 important actions from the worksheets to take away and action for your business. Name: Date: Company: Total Score: Action Priority By When Assigned To

52 Thank you See you for the next session

53 Easy to find A pleasure to work with The first to return to Regularly recommended marketing@lexisclick.com