Get the best from the web Part One Pres

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Information about Get the best from the web Part One Pres
Business

Published on November 23, 2009

Author: MBLSolutions

Source: slideshare.net

Description

Presentation part 1
Do you want to get your site seen by search engines and to drive more traffic to your site? Or do you wish you could get better value from the visitors you are getting? Maybe you read the press and are wondering whether Twitter or facebook can help your business?

If the answer is "yes" to any of these then this presentation is for you:

Understand search engines and how to attract them to your website
Develop online and offline marketing strategies
Use the internet to create a powerful prospect database
Build your brand and attract visitors online
And understand how to use cost effective internet communications

Welcome November 2009 Internet marketing, SEO, Social Networks and more… Getting the best from the web

Who are we? Oliver Stephens / Andy Atkins / Carly Herron Dr Steve Winfield Katherine Vinal Andy Welsh www.mblsolutions.co.uk 0191 250 4530

Oliver Stephens / Andy Atkins / Carly Herron

Dr Steve Winfield

Katherine Vinal

Andy Welsh

www.mblsolutions.co.uk 0191 250 4530

Phew - what a ride Computers Websites Search Engine Optimisation Internet marketing, emailing and PPC Web “Footprint” Web 2.0 and Social Networking Creating a Web “Presence” Along the way – Freeserve and the dot com crash

Computers

Websites

Search Engine Optimisation

Internet marketing, emailing and PPC

Web “Footprint”

Web 2.0 and Social Networking

Creating a Web “Presence”

Along the way – Freeserve and the dot com crash

Why do we do this? Businesses were often persuaded they needed a website Technical solutions Difficult and expensive to change Static stand-alone monuments Lost amongst thousands of websites

Businesses were often persuaded they needed a website

Technical solutions

Difficult and expensive to change

Static stand-alone monuments

Lost amongst thousands of websites

Getting found

Getting found Over here! Over here! Over here! Over here! Over here! Over here! Over here! Over here!

Objectives Understand the key issues in developing traffic to your website And how to make your website work harder for your business Understand how to use the internet effectively in your business marketing Get and keep more customers

Understand the key issues in developing traffic to your website

And how to make your website work harder for your business

Understand how to use the internet effectively in your business marketing

Get and keep more customers

Time

Practice

Agenda Part One Introduction and background Search Engine Optimisation (on site) Generating Traffic Online (but off site) Break Part Two Social Networking (on and off site) Proactive Traffic Generation (Offline) Integrated Marketing Campaigns Question time

Part One

Introduction and background

Search Engine Optimisation (on site)

Generating Traffic Online (but off site)

Break

Part Two

Social Networking (on and off site)

Proactive Traffic Generation (Offline)

Integrated Marketing Campaigns

Question time

Our Approach – Key Principles This is about marketing Core v bleeding edge Effort v Result

This is about marketing

Core v bleeding edge

Effort v Result

Components - islands Highly dynamic = ongoing work Components Integrated and interrelated

Highly dynamic = ongoing work

Components

Integrated and interrelated

Our target audience

SEO – On Page Andy Atkins

Before you start What do you want the site to do for you? Who do you want to visit? What do you want it to do for the visitor – what do you want them to see ? (Immediately) Where do you want to take them with one click? What do you want the visitor to do – the Action ? ? ? ? ? ?

What do you want the site to do for you?

Who do you want to visit?

What do you want it to do for the visitor – what do you want them to see ? (Immediately)

Where do you want to take them with one click?

What do you want the visitor to do – the Action ?

Chicken and Egg Site Structure or SEO? We know we must optimise each key page Each key search phrase needs a key page Actually need to to think about optimisation before you structure the site – so you structure the site around optimisation?

We know we must optimise each key page

Each key search phrase needs a key page

Actually need to to think about optimisation before you structure the site – so you structure the site around optimisation?

Search engines

Spiders and ‘Bots Algorithms and relevance Popularity and ‘inbound links’ Submissions and Site Maps A dynamic environment Search Engine Basics

Spiders and ‘Bots

Algorithms and relevance

Popularity and ‘inbound links’

Submissions and Site Maps

A dynamic environment

The structure of SEO Off site www.youraddress.co.uk Google factors

What’s important? Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) GOOD META PAGE TITLE & DESCRIPTION Good meta keywords??? (search terms) GREAT CONTENT H1 Headers Image tags and descriptions Internal links

Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk)

GOOD META PAGE TITLE & DESCRIPTION

Good meta keywords??? (search terms)

GREAT CONTENT

H1 Headers

Image tags and descriptions

Internal links

What’s important? Avoiding ‘clever’ code High quality inbound links Site map Robots .txt file Age of domain Site “Authority” “ Alive”

Avoiding ‘clever’ code

High quality inbound links

Site map

Robots .txt file

Age of domain

Site “Authority”

“ Alive”

How to speed up visibility Sponsored links - Google Adwords Email newsletters Listing on appropriate websites (stockist or partner listings, etc.) Linking in general Putting your website address on everything!

Sponsored links - Google Adwords

Email newsletters

Listing on appropriate websites (stockist or partner listings, etc.)

Linking in general

Putting your website address on everything!

Assessing Progress Search position Basic Stats. (hits, page requests, unique visitors) + Bounces Page Rank ` Backlinks analysis Indexing frequency Google analytics

Search position

Basic Stats. (hits, page requests, unique visitors) + Bounces

Page Rank `

Backlinks analysis

Indexing frequency

Google analytics

Site traffic measurement Traffic Stats When Where What Goals How (they found us)

Traffic Stats

When

Where

What

Goals

How (they found us)

“ The Perfect Page”

 

State of the Market

Some techie stuff!

Basic Homepage Requirements Very ‘clowny’ Upfront product and buying access ‘ Get a Quote’ and newsletter facilities to generate leads Company credentials, reassuring content, testimonials. Conventional, non-challenging page layout Simple, fast navigation with everything available from the homepage Highly relevant content and background coding. Be better than the current best of the competition

Very ‘clowny’

Upfront product and buying access

‘ Get a Quote’ and newsletter facilities to generate leads

Company credentials, reassuring content, testimonials.

Conventional, non-challenging page layout

Simple, fast navigation with everything available from the homepage

Highly relevant content and background coding.

Be better than the current best of the competition

Reminder of the key factors Page URL Page Title (should be the meta title) Page description (from meta or visible text) Page keywords (ignored by some engines) Page content (including any image AltTags) All active links (inbound and outbound)

Page URL

Page Title (should be the meta title)

Page description (from meta or visible text)

Page keywords (ignored by some engines)

Page content (including any image AltTags)

All active links (inbound and outbound)

Search Engines love RELEVANT content!! People love QUALITY content!!

First step What are the search terms to be? How do we choose these? Get this wrong and you go nowhere – but it’s an ongoing process. The biggest potential con for anyone in our game! Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE

What are the search terms to be? How do we choose these?

Get this wrong and you go nowhere – but it’s an ongoing process.

The biggest potential con for anyone in our game!

Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE

Search Terms Niche v Broad terms. The long tail.

Niche v Broad terms. The long tail.

Web address: www.clownsinsurance.co.uk

 

Which of these Titles would you go for? Insurance for clowns, clowns, clowns insurance, clowns insure, insurance Clown insurance from the UK’s leading insurer of clowns The UK’s leading provider of clown insurance Clown insurance for UK clowns

Insurance for clowns, clowns, clowns insurance, clowns insure, insurance

Clown insurance from the UK’s leading insurer of clowns

The UK’s leading provider of clown insurance

Clown insurance for UK clowns

Page Descriptions… The Competition <meta name=&quot;description&quot; content=&quot;Duck for Cover arranges low cost public liability insurance cover. Duck For Cover Entertainers Group arranges low cost public liability insurance for performers and entertainers. Duck for Cover specialises in performers liability insurance,entertainers, duck for cover affordable,public,cheap,low cost,free,professional liability insurance,product liability insurance,general liability insurance,business . &quot;> Ours <meta name=”description” content=”Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance ”>

The Competition

<meta name=&quot;description&quot; content=&quot;Duck for Cover arranges low cost public liability insurance cover. Duck For Cover Entertainers Group arranges low cost public liability insurance for performers and entertainers. Duck for Cover specialises in performers liability insurance,entertainers, duck for cover affordable,public,cheap,low cost,free,professional liability insurance,product liability insurance,general liability insurance,business . &quot;>

Ours

<meta name=”description” content=”Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance ”>

The Code <title> Clown Insurance - Clown Insurance From The UKs Leading Insurer Of Clowns < &quot;Description&quot; content=&quot; Clowns Insurance provides low cost specialised insurance for UK clowns. Clowns Insurance can insure any full-time, part-time or weekend clown. Party clowns and circus clowns are insured by Clowns Insurance &quot; /> &quot;Keywords&quot; content=&quot; clown insurance,insurance for clowns,UK clowns,party clown insurance,part-time clown insurance,professional clown insurance,insuring UK clowns, circus clowns insurance, clowns liability cover &quot;

 

 

Getting to the top can be easy!

Traffic – Off Page

Links - Directories

Linking Activity Directories (paid-for and free) Relevant partner sites Quality vs. quantity (high PR links) Outbound/Reciprocal/Exchange Social Networks

Directories (paid-for and free)

Relevant partner sites

Quality vs. quantity (high PR links)

Outbound/Reciprocal/Exchange

Social Networks

The Web Marketing Mantra….. Good content and good links equal good rankings and good rankings equal good traffic (popularity) and good traffic equals rankings, etc, etc,

Sponsored Links change

Sponsored Links

Adwords Niche v Broad terms. The long tail.

Niche v Broad terms. The long tail.

Does it work? Sainsbury’s Business Direct: Christmas Hamper Campaign Adwords generated 69% of search engine traffic to the whole SBD site Search engine traffic tripled Click-through rate of over 6% New Look Business Solutions: Vouchers and Cards Adwords generates 55% of search engine traffic to the whole NLBS site Search engine traffic doubled The top 3 search terms are non-New Look specific and driven wholly by Adwords

Sainsbury’s Business Direct: Christmas Hamper Campaign

Adwords generated 69% of search engine traffic to the whole SBD site

Search engine traffic tripled

Click-through rate of over 6%

New Look Business Solutions: Vouchers and Cards

Adwords generates 55% of search engine traffic to the whole NLBS site

Search engine traffic doubled

The top 3 search terms are non-New Look specific and driven wholly by Adwords

Summary

We’re online!

Easy isn’t it?

Where are we? Targetometer

Coffee Break

Our Approach – Key Principles This is about marketing Core v bleeding edge Effort v Result

This is about marketing

Core v bleeding edge

Effort v Result

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