Post on 16-Apr-2017
© IRUN Solutions Ltd, 2010
Welcome to IRUN WorkshopsFor the benefit of all attendees please could you follow the guidelines below.
Reducing background noise…• If possible please can you mute your phone. If you are using a
headset you can mute the online audio by right clicking on the handset symbol against your name in the list of attendees.
• If unable to mute please keep background noise to a minimum.
If you are experiencing the following problems please close the call and reconnect;
• You are unable to connect to the meeting• You cannot see the presenters screen• You cannot hear clearly.
There will be a Q&A sessionduring the final 10 minutes
© IRUN Solutions Ltd, 2010
Search Engine OptimisationGetting noticed and driving traffic
© IRUN Solutions Ltd, 2010
IRUN Workshop Objectives…
Improve your knowledge.
Help you make informed decisions.
© IRUN Solutions Ltd, 2010
IRUN Workshop Series Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Search Engine Optimisation Pay Per Click Advertising
Website Analytics
Contact Systems / Email Marketing
FREE to attend every week
Thurs @ 9.30am
© IRUN Solutions Ltd, 2010
About IRUN… Work with companies, clubs and charities of all sizes
throughout the UK.
20+ operations across the UK.
Provide a full range of business development / internet marketing applications.
www.irunsolutions.co.uk
© IRUN Solutions Ltd, 2010
Previous workshops… The challenges most businesses face.
Your website: is it seen as a ‘cost’ or ‘investment’.
How to create an effective website.
Effective communication with your website visitors.
Today… Enhancing Search Engine performance (Google)
© IRUN Solutions Ltd, 2010
1. Lead Generation- generating additional sales enquiries - prospects
2. Conversion- turning more prospects into - paying customers
3. Customer Retention- strengthen customer relationships - reduce attrition rates
4. Penetration, Up-sell, Cross-sell- Maximise sales to existing customers - make more profit
5. Business Process- Streamline to increase service or cut costs
The biggest challenge for most businesses…
© IRUN Solutions Ltd, 2010
Estimated 50% of businesses are ‘invisible’
Estimated 30% of businesses are ‘embarrassed’
Estimated 10% of businesses with an ‘online brochure’
Estimated 10% of businesses with a ‘business development tool’
Internet presence…or not!
© IRUN Solutions Ltd, 2010
Intelligent business…
Attract Visitorsin your Target
Market
Convert Visitors into Paying
Clients
Up-sell, Cross SellBuild and Retain
Solicit for Referrals
Number of Leads
Generated
Number of Leads
Converted
Monetary Value of 1st Transaction
Average Gross Profit
Margin
Number of Transactions
per Year
Number of Referrals Per Year / client
Number of Years as a
Client
An Effective Website and
Communications Strategy for Prospects
An Effective Website That ‘Sells’ to the
Target Market
Professional Ongoing
Communications
Reminders and Reasons to
Return to the Website
Feedback Service Improvement
ReferralsSearch Engine
Marketing
An Effective Website
Website and communications strategy
Search Engine Marketing
An Effective Communications Strategy
© IRUN Solutions Ltd, 2010
Your website…
No web presence
Out of date website
Online listing
‘Static’ brochure site
Professional copy
Interactive website
Organic optimisation
Paid for Traffic
Integrated solution
Optimised solution
© IRUN Solutions Ltd, 2010
‘Cost’ vs ‘Investment’
No web presence
Out of date website
Online listing
‘Static’ brochure site
Professional copy
Interactive website
Organic optimisation
Paid for Traffic
Optimised solution
Integrated solution
BUSINESSCOST
BUSINESSINVESTMENT
There is a real need to inform and educate, enabling business owners to make the right decision
© IRUN Solutions Ltd, 2010
76% get no commercial benefit why?
Website attracts no traffic Website attracts traffic but it’s the wrong sort Website is badly written / out of date Simply don’t know if their website works Don’t know why they’ve got a website in the first place
99% of the time its all of the above…….
© IRUN Solutions Ltd, 2010
Ultimately it’s about…
...contact from well qualified prospects ready to do business
1. Lead generation & conversion2. Retention & relationship building
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Website OptimisationImproving Performance on Search Engines
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Three sources of traffic
Direct: www.yourbusiness.co.uk
Inbound Links
Search Engines– Organic– Pay Per Click
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What is a Search Engine? A programme that searches documents for
specified keywords/phrases and returns a list of the documents where they’ve been found.
Crawler based search engine consists of: Crawler/spider/bot Index (or database) Search Engine Result Page (SERPs)
© IRUN Solutions Ltd, 2010
How do search engines find web pages? By accepting listings from webmasters but there are no
promises!
By spiders that roam links and information. Crawlers visit the web page, scan it, & follow links to other pages within the site.
Google actually uses 4 spiders that crawl 100 pages per second.
© IRUN Solutions Ltd, 2010
Major Search Engines Google Yahoo MSN AOL
• 80%+ of visitors use Google• In general if you optimise for Google the steps you
take to satisfy Google will also get you to the top of the listings for the lesser search engines
© IRUN Solutions Ltd, 2010
‘Organic’ optimisation
‘PPC’
30%
70%
© IRUN Solutions Ltd, 2010
For 1,000 searches on a typical keyword this many clicks go to the sites in these serp positions.
Google Organic Search position
Number of clicks
%
1-10 (serp-1) 478 48%11-20 (serp-2)
361 36%
21-30 (serp-3)122 12%
31+ (serp-4+)39 4%
Total 1,000 100%Source OneUp.com p119
© IRUN Solutions Ltd, 2010
Think about this….
Attracting TARGETED visitors to your website
What is targeted traffic?
It all depends on what your goal is for your website and who you are targeting.
© IRUN Solutions Ltd, 2010
Website Objectives… (Goals)
Download a brochure Sign-up for a newsletter Subscribe to a mailing list Request a product sample Book a sales consultation Purchase a product Book a service
Sales
Leads
Prospects
Suspects
© IRUN Solutions Ltd, 2010
Planning & PreparationUnderstanding the language….
Keyword Research is THE most important thing to do when starting an SEO Strategy.
You may think you know the right words or phrases but typically you will be wrong.
If you don’t know the words your Target Audience will be using to find your services you will never be successful at getting them to your site.
– You must get targeted traffic!
© IRUN Solutions Ltd, 2010
To help the process…think about….
Who is your target audience? Who needs/uses the product or service? What might they be looking for? How could you segment the audience? What subjects surround the obvious? Key words, symptoms, root causes, effects,
associated issues and subjects?
© IRUN Solutions Ltd, 2010
Keyword Exploration
Offline Market research
Consumer groups
Feedback forms
Complaints
Staff
Online Website statistics
Analytics packages (e.g. Google)
Competitor research
Keyword research tool
Social Media
© IRUN Solutions Ltd, 2010
Keyword Analysis
Filter & Focus… Monthly searches
Directly competing websites
Keyword Effective Index (KEI)
Pick the winners! - CONVERSION
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Maximising the effect
Group into 3-4 related keywords Create web-pages themed to those words Needs clarity of the business priorities. Agreement with ‘Stakeholders’
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Maintain page focus / theme
page No Page Name
No. Of searches (60days) Keywords
1 Overflow Call Answering 148 call centre outsourcing150 call centre outsourcing service100 switchboard outsourcing100 virtual office phone answering service
2 Independent Professional 258 Call handling198 call handling in UK214 inbound call handling122 uk call handling
3 Outsourced Reception 246 virtual reception183 virtual reception service124 virtual reception UK252 virtual receptionist
4 small business 310 small business answering service128 uk virtual office services202 virtual office solution403 phone answering services
5 Large Business 319 answering service211 call centre solution uk195 phone answering service248 virtual call centre
© IRUN Solutions Ltd, 2010
I’ve got the keywords – what next?A Search Engine Optimisation strategy has two key factors, both need to be taken into consideration
1) On Page Search Engine Optimisation- all the techniques used on your own site
2) Off Page Search Engine Optimisation- the influence of other sites on your own site
© IRUN Solutions Ltd, 2010
Optimising your content On Page Factors (Website Meta-Data)
Your website Meta-Data (each page should be unique) Relevancy: you need to prove to the spiders that page
content is relevant – meta data helps with this- *Title: include the Keyword in a headline- *Description: include the Keyword- Keyword: include keyword and misspellings
*These appear in search results so make the copy compelling!
© IRUN Solutions Ltd, 2010
Choosing domain name www.garden-services.co.uk www.gardenservices.co.uk www.garden-services-newbury.co.uk
New Domain Names – Search Engines have to gauge trust therefore an older site would typically do better than a newer one.
© IRUN Solutions Ltd, 2010
Careful what you choose for a url!... www.therapistfinder.com www.itscrap.com www.viagrafix.com www.speedofart.com www.effoff.com www.powergenitalia.com
© IRUN Solutions Ltd, 2010
Optimising your ‘On Page’ Factors Page content
- Word count / placement- Headlines- Bold Text- Bullet Points- Anchor Links- Content (keyword density 4%-7%)- Alt Tags / h1, h2, etc tags
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Top Tips
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Linking Strategy Organic Optimisation via Links
Ensure there are links to your web site pages from other web sites.
Spiders will find and index your site.
Links from ‘Important Sites’ are much better than unimportant sites
Site rankings change over time so expect the hockey stick effect…
© IRUN Solutions Ltd, 2010
Your internal Linking ‘Strategy’
Web Page 1 Web Page 2 Web Page 3 INTERNAL
LINKS
Don’t just include a hyperlink
Don’t say ‘click here’ or ‘more info’
Use descriptions that include keywords.
e.g. … for more information please contact our garden services team
© IRUN Solutions Ltd, 2010
Linking StrategyGathering Inbound Links from External Sites
Blogs Forums Articles Newsletters Ezines PR Joint venture / strategic partners Trade journals and directories Professional networking sites Book-marking / Social Tagging
© IRUN Solutions Ltd, 2010
Your inbound and outbound links to other websites When creating a ‘links’ page to link to other sites call it
‘resources’ or internet resources – this will receive a better ranking.
Reciprocal links do count, they are not as effective as just inbound links. The key is to make sure that the links are relevant. For instance a Florist would not link to a car mechanic but would to a wedding shop.
© IRUN Solutions Ltd, 2010
Getting the balance right On the links to your website – try to get 50% to use your
domain name as the anchor text.e.g recommended gardening company in Newbury
www.garden4you.co.uk
The other 50% should use keywords as the anchor text.e.g recommended Garden services company in Newbury;
Garden 4 you
Of the above, around 60% should link to your root or home page. the remaining 40% should link to product /
service specific/landing pages.
© IRUN Solutions Ltd, 2010
Linking ‘Strategy’Strategic
Partner #1
Trade /Professional
Directory
BLOG
Home Page
Social NetworkInbound
Links
StrategicPartner #3
StrategicPartner #2
Outbound Links
Inbound Links
© IRUN Solutions Ltd, 2010
Consider Local Focus Languages Local domain names e.g. .co.uk Links from local sites Google maps Google Earth Local Directories
© IRUN Solutions Ltd, 2010
Search Engine Optimisation / PPC
Step 1
Business Review
Step 3
Internal Site Changes [On page]
Step 2
Initial Analysis & Research
Step 4
Enhancing Popularity [Off page]
Step 5
Monitoring & Evaluation
BusinessObjectives
WebsiteObjectives
Keyword Research
CompetitorResearch
KEYWORDFOCUS
Site Map Creation
Content LinkEnhance
Truepaths‘Assets’ Tags
CompetitorMonitoring
Analytics‘Google’
Articles LinkBuilding
PageRefresh‘Blogs’ Listings
MonthlyPosition
REPORTING
PPC
‘Clicks’
Set-up
© IRUN Solutions Ltd, 2010
Two Golden Rules
Pages must be of value to customers
Pages must be of value to Search Engines
© IRUN Solutions Ltd, 2010
Bear in mind…
Most web site owners do not bother Simple, effective and efficient is required Take the easy steps first Get an increased share of the traffic Get on with managing your business
© IRUN Solutions Ltd, 2010
In SummaryConsider 3 areas;
Keyword / Competitor Research – to identify the right keywords and phrases for your market, goods and services.
On Page Optimisation – this is the work that should be undertaken to get the website to an optimised state for the identified keywords, maybe a one off task or monthly.
Off Page Optimisation – monthly activity to continually update and maintain the site.
© IRUN Solutions Ltd, 2010
Growing A BusinessHow IRUN make it happen…
© IRUN Solutions Ltd, 2010
Intelligent business…
Attract Visitorsin your Target
Market
Convert Visitors into Paying
Clients
Up-sell, Cross SellBuild and Retain
Solicit for Referrals
Number of Leads
Generated
Number of Leads
Converted
Monetary Value of 1st Transaction
Average Gross Profit
Margin
Number of Transactions
per Year
Number of Referrals Per Year / client
Number of Years as a
Client
An Effective Website and
Communications Strategy for Prospects
An Effective Website That ‘Sells’ to the
Target Market
Professional Ongoing
Communications
Reminders and Reasons to
Return to the Website
Feedback Service Improvement
ReferralsSearch Engine
Marketing
An Effective Website
Website and communications strategy
Search Engine Marketing
An Effective Communications Strategy
© IRUN Solutions Ltd, 2010
IRUN Workshop Series Build & Manage Your Own Website
Website Design
Writing Effective Website Copy
Website Marketing
Search Engine Optimisation
Pay Per Click Advertising Website Analytics
Customer Contact Systems
FREE to attend every weekThursday @
9.30 am
© IRUN Solutions Ltd, 2010
Request• Please let us have your feedback.
• If you feel able please let us have a testimonial. Delivers a link back to your own website.
• If you feel it is valuable please invite 2 other people to attend a future workshop.
• You are welcome to attend future events.
© IRUN Solutions Ltd, 2010
Thank youQuestions & Feedback