Grow your Business with Online Marketing

Transcription

1 Grow your Business with Online Marketing - From Social Media Marketing to SEO Jan Klin Managing Partner Jan Klin & Associates

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3 Sales Funnel and Inbound Marketing No interest 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, newsletters

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5 SEO -Still the main method..

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7 SEO Maximising your position in the hitlist Click throughs dissipate as we move down the list 36% 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: Source: iprospect search engine branding survey

8 SEO in the Travel Business

9 SEO in the Travel Business

10 SEO in High Tech B2B SEO success in High Tech Manufacturing

11 SEO success in High Tech

12 SEO in Business to Consumer

13 Google Universal Search and DAO (Digital Assets Optimisation) Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video,etc

14 Google Places before -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

15 Google Local - After

16 Google Base shopping results - Before

17 Google Shopping- After

18 Strategy and Process 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

19 The Spidering Process

20 HTML Sitemap

21 Register with Google Webmaster Central (GWC)

22 Strategy and Process 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

23 Developing the Initial Keyphrase 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

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26 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

27 Keep this keyphrase list for use with other inbound marketing

28 Using Google s autosuggest Another input into keyword analysis See what gets suggested and include if relevant BUT Be aware of personalisation skewing Results shown will reflect previous click through activity (c) Jan Klin & Associates 2013

29 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, social media activity

30 Components of SEO

31 Strategy and Process 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

32 Textual content is King There is no substitute for good keyword rich content At least 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

33 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)

34 2 nd only to Wikipedia!

35 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:

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37 Capturing content below the scroll

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44 What not to do!

45 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 Emphasis on quality and fresh content 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

46 Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 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) 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify

47 Meta Tags The Title tag

48 Meta Tags The Title tag

49 Different Pages Optimised for Different Keyphrases

50 IMPORTANCE OF TITLES 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 Source: Marketing Sherpa Study, August 2005

51 Meta Tags Keyword and Description tags

52 Components of SEO

53 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, social media activity

54 Backlinks - Use to check your links

55 Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 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) 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify

56 The SEO Process and Domain Authority Do on page SEO work first then a ranking check to see where you are positioned The only remaining variable to improve to increase rankings is your domain authority What is domain authority (DA)? what is yours? What is your competitors? DA is mainly a function of backlinks into your site ( and domain age to a certain extent) The gap between your DA and your competitors DA can be closed by link building

57 to check your links and DA

58 Where do the links come from? Many places but we need to develop them in a structured way Directories General Industry specific Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Social media sites SEE LATER Portals Geographic ecommerce In Blogs Banners Forums Affiliates

59 Link Building Strategies -aka Content Marketing 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

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61 Where do links come from? for link targets 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

62 Link Building Post Penguin Don t buy links Don t contract with link builders who use link farms Don t get involved in comment spam on blogs and forums Don t build too many multiple links from the same ownership sites Don t use the same anchor text over and over again Do see

63 Consistent link building over 2 yrs quadruples traffic

64 Europages An Effective European Business Directory

65 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

66 Content outreach- Present your content to relevant blogs

67 You need a content strategy! You need a Content Strategy!

68 Ensure Press Releases get Anchor text based links back to website

69 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

70 Where do these links come from? PR ( Public Relations ) Sites PR Directories Examples PRWeb PR World Marketwire Business Wire PR Newswire

71 Anchor Text important but vary the text <a href=" Wedding Planners </a>

72 Use AddThis to allow people to bookmark your pages

73 Make your content shareabale Produce high quality content for example an really interesting blog article Ensure it easily shareabale Amount of sharing is an increasingly important ranking factor Also provide good quality content for other sites and blogs

74 free lessons esson-7-link-building-1 esson-10-link-building-2

75 Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 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) 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify

76 Google Analytics free and comprehensive

77 Language and country traffic