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(c) Jan Klin & Associates 2011

Maximising the Effectiveness of your Online Marketing – From Social Media Marketing to SEO

Jan KlinManaging PartnerJan Klin & Associates01928 788100


Search marketing– Search Engine Optimisation (SEO)– Pay per Click advertising (PPC)– Best practice

Links and Directories

Blogging – your bridge to social media marketing

Social Media Marketing – Facebook, YouTube, Twitter

Q&A

Agenda


Marketing Evolution

Conventional TV Radio Print ads Telemarketing Email shots Direct Mail

Modern Search marketing -

(SEO,PPC) RSS Permission based email Blogging Social media


– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Google Adwords


Microsoft PPC


What determines your ads position?

Bid price

Advert effectiveness

Landing page quality


WHY USE PAY PER CLICK?

Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation

For short term promotions For new websites Drive country specific searchers

– Geographic targeting Keyphrase analysis

– More accurate than the tools For websites difficult to optimise

– Flash etc


Tap into overseas markets


Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’


Capture the ‘long tail’

-200,000 keyphrases Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’

-Are cheaper AND convert tobusiness easier


Segment and target

Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents

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Keyw

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“What is out there to meet my need?”

“How can I learn about a product or

service?”

Informational terms

Product classes

Problem descriptions

DVD player

Family holiday

Financial planning

“What brands and features are there?”

“What is distinct about this one?”

Features

Brand names

Differentiators

Portable DVD player

Hawaii holiday

Personal pension

LearningLearning ShoppingShopping BuyingBuying

“I want that one!”

“Who stocks this model number?”

Product code

Locations

Nicknames

Panasonic DVD-LX9

Maui golf resort

Low risk growth fund


www.royaldubai.co.uk – PPC then SEO

http://www.royaldubai.co.uk/


Measure your performance


www.spyfu.com


adwords.google.co.uk/ - try the tutorial


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


https://adwords.google.co.uk/select/KeywordToolExternal


Content Match – branding benefits

Content Match: Sponsored search results appear according to the editorial content on the page

Benefits Increased Traffic Traffic Quality

Premium Partner Network Quality mapping Good Conversion Rates

Separate Bidding Branding

http://www.guardian.co.uk/sport


Using the Content Network

Use Google content network

Focus on what you can do at the hotel– Scrabble, walks etc

Ad appeared on Facebook and caused huge traffic spike


Keyword selectionStage 1 Stage 2 Stage 3 Stage 4 Stage 5

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mers

tho

ug

hts

erStage 1 Stage 2 Stage 3 Stage 4 Stage 5

buy

co

nsu

mers

tho

ug

hts

er

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

computer

132,755

laptop

19,152

sony vaio

2,264

sony vaio z1sp

47

cheap sony vaio laptop

11

£5.00 £0.46 £0.40 £0.10 £0.10


•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s


•The ad links directly to the relevant landing page

Do’s and Dont’s


•The ad links directly to the relevant landing page

•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s


An Ideal Landing Page…www.free-employer-advice.co.uk

-Many ‘calls to action’

-Include words which reflect what has been searched for -eg ‘employment law’

-Build trust eg customer testimonials

-appropriate images

http://www.free-employer-advice.co.uk/


Other tips Try both ‘exact match’ and ‘broad match’

Use negative keyword option – eg Tom Cruise, Nile Cruise

Try A/B testing for landing pages

Experiment with ‘content network’

Experiment with ad positions


SEO –Search Engine Optimisation


SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.com

http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town…

Baidu – ChinaNaver – KoreaYandex – Russia

Are dominant in their respective countries

http://www.searchenginewatch.com/

http://www.searchenginecolossus.com/

http://www.searchenginelinks.co.uk/link-48.html


SEO in Business to Business


SEO in Business to Consumer


SEO success in High Tech Manufacturing

SEO in High Tech


SEO success in High Tech


Google – ‘Universal Search’ and DAO (Digital Assets Optimisation)

Content retrieved from:Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInMySpace, video ,etc


Universal Search


Universal Search

Google maps, news, images, You Tube, Blogs, MySpace,etc….

Certainly Google Base if you have products to sell - http://base.google.com/


Google Base – shopping results

Google Base – Shopping Results


Google Places

-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


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

Strategy and Process


The Spidering Process

http://www.microsoft.com/japan/ie/default.asp

http://www.google.co.uk/






Are you in the Google index?Site:www.yourdomain.com

Use the ‘Site’ command with your domain name at the Google search box

For Example: Site:www.businesslinkke

nt.com

497 web pages in the index

http://www.google.co.uk/


Check your spiderability – can the search engines spider your whole site?

http://tools.seobook.com/general/spider-test/index.php

http://www.se-spider.com/




http://www.se-spider.com/


HTML Sitemap


Use a sitemap

Use html navigation

Add html links to all other important pages

Use a google sitemap– www.xml-sitemaps.com

Check your spiderability athttp://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl

MAKE YOUR SITE “SPIDERABLE”

http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl

http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl

http://www.cloggs.co.uk/


Register with Google Webmaster Central (GWC)


Getting the right domain and hosting

UK company Targeting the UK In UK English Weak on inbound links .com domain But - Google thinks it’s NORWEGIAN

– Because that’s where it’s hosted…….


International traffic Issues

Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc)

If you have a .com (or .net, .info etc) they will use your hosting location to determine this

Use Google Webmaster central to override this and tell Google where you want traffic from



The right keywords or keyphrases are the starting point for our strategy

Traffic from a variety of uncommon phrases?– Eg ‘marketing training courses Manchester’

One big win on a major phrase?– Eg ‘Training courses’– ‘personal loans’


Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy

SEARCHER BEHAVIOUR

Search activity is growing• 25.9M unique searchers in Europe• 304M searches per month • 453M page views

22%

30%

15%

9% 9%

24%

0%

10%

20%

30%

40%

50%

1 word 2words

3words

4words

5words

6words

57%of search queries

involve 3+ words

Searches are becoming moresophisticated and specific:

2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words

2010 Search Queries by Number of Words


Keyphrase Selection

It’s a two stage process…

1. Developing the Initial List

2. Refining and shortlisting your choices

See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html


Developing the Initial 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


https://adwords.google.co.uk/select/KeywordToolExternal


www.digitalpoint.com

http://www.digitalpoint.com/


Keyphrase Analysis

Or…run a pay per click campaign!– 3 months

This way you’ll find out what really works– What converts to

sales or enquiries


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


What do you do if there’s no direct translation?

“City breaks” has no direct equivalent in:– French– German– Dutch– Spanish– Italian


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


Textual content is King

There is no substitute for good ‘keyword rich’ content

– At least 200-250 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


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:

– www.ranks.nl/tools/spider.html

http://www.ranks.nl/tools/spider.html


www.asgservices.co.uk


Capturing content below the scroll


www.aadrvarksafaris.com


Even Busy Ecommerce sites!


More copywriting examples….

Iobuild Dean International


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

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


Internal Links

http://www.iobuild.co.uk/




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)






Meta Tags – The Title tag

http://www.asgservices.co.uk/


Meta Tags – The Title tag


Different Pages Optimised for Different Keyphrases

http://www.surviveall.co.uk/

http://www.surviveall.co.uk/


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

IMPORTANCE OF TITLES

Source: Marketing Sherpa Study, August 2005


Meta Tags Keyword and Description tags


www.asgservices.co.uk – H1 tag

http://www.asgservices.co.uk/


Optimising your Metadata- Important that the tags show a theme between

each other and the visible content

Title tag– No more than 10 words, use hyphens, commas pipes (|) as delimiters – Main keyphrase at the beginning of the tag

Keyword tag– No more than 4 words– All lower case– Separated by a comma then a space

Eg web marketing, ecommerce training, internet consultancy…… Only include phrases WHICH ARE ON THE PAGE!

Description tag– No more than 25 words– Should contain keywords – up to 3 repetitions– ‘salesy’ to encourage click throughs


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


Use www.linkpopularity.com to check your links

Inbound Links

http://www.linkpopularity.com/


Google Analytics – free and comprehensive


Phone Call Tracking

Visitor level call tracking possible by generating unique numbers for every visitor

We can track..– PPC or SEO– Specific keyword typed– Visited direct or via a directory/link– Offline campaigns can be integrated

Benefits– Which keywords are driving

sales/enquiries and which are not– Which regions are most important– Phone calls can be listened to for

improvements


International SEO


Register with Google Webmaster Central (GWC)


www.manacad.com – foreign language ‘landing pages’ add metatags


Country specific top level domains


Different languages on the same domainwww.pneumat-europe.com


Link Building


Link Building Strategies

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

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 www.linkpopularity.com


Where do links come from?

Directories-General-Industry specific-Some free some paid for

Strategic Partnership links Reciprocal links In newsgroups and other forums Social Bookmarking sites In Blogs Article and Press release

submission Affiliates

Free lessons at http://www.janklin.com/blog/

http://www.janklin.com/blog/


External links – anchor text


Iobuild - Garden Office Manufacturer

http://www.iobuild.co.uk/


Rich in Search Engine Equity


Page Rank – a measure of search engine ‘equity’

Running the cursor over this area will indicate the Page

Rank

In this case - 9


www.worklifebarrow.co.uk


Use www.linkpopularity.com to check links

http://www.linkpopularity.com/


Yahoo Site Explorer


www.alibaba.com – worlds largest B2B Directory

http://www.alibaba.com/


www.cloggs.co.uk

Always in the top 3 in google for top 20 keyphrases

Optimised metadata and visible data

Built backlinks– Focused on the

‘structure’ of the link

http://www.cloggs.co.uk/


Anchor Text Example

<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>


Where do these links come from?Blogs

http://janaklin.blogspot.com/


Where do these links come from?PR (‘Public Relations’) Sites

PR Directories

Examples– PRWeb– PR World– Google News


Ensure Press Releases get Anchor text based links back to website


Using Backlinkanalyzer to check your links (or backlinkwatch.com)


www.dgcos.org.uk 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


Use ‘AddThis’ to allow people to bookmark your pages


www.janklin.com – free lessons

http://www.janklin.com/blog/lesson-7-link-building-1


http://www.janklin.com/






New site or not? New domains take a while to get ranked by Google

(let’s say 6 months)

If possible add new pages to existing sites to get quicker rankings

If necessary use existing domain to capture phrases and redirect to new site– Eg Heskins.com to Heskins.fr and Heskins.it– Use .com to capture italian and french searches and

redirect to relevant site– Use GWC to tell Google that part of .com site dedicated to

french and italian traffic


Essentials for new sites…. Your Content management system (CMS) has to produce search engine

compliant metadata – unique on every page

The CMS should generate SE friendly urls– Eg www.yoursite.co.uk/blue_widgets– NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?

tabId=3&BV_SessionID=EngineID=cccd

You need the functionality to override this metadata to streamline the SEO moving forwards

The architecture has to be search engine optimised – eg most important pages close to homepage

Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering

http://www.janklin.com/blog/seo-and-new-websites

http://www.yoursite.co.uk/blue_widgets

http://www.janklin.com/blog/seo-and-new-websites


Redesigning an existing website - Preserving Page Rank

The inner ‘Page Rank’ equity has to be preserved

5th item down is www.bodycote.com/?OB=1 – 20– This page has a Page Rank

value of 5

What will happen to this equity when a new page is set up?

Search Engine friendly redirection of each page is essential


Search Engine friendly Redirection -301’s

301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity

Use to transfer page rank from old page to a new one

Jan’s blog – how to do 301’s– http://janaklin.blogspot.com/2007/08/changing-your-websi

te-and-search-engine.html

http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html

http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html


- Social Media Marketing


Alexa.com – top sites worldwide


See the top visited sites around the world – 120 countries – top 100 sites


Social Media Marketing


Put your blog at the epicentre of your social media and web marketing

A typical blog….


Benefits of a Good Blog

Good way to keep in touch with your audience– Rss, email, bookmarking

Integrated Blog (eg Wordpress) helps with SEO– Long tail, links

Search engine compliant– Metatagging automatic– Textual content– Adds authority

Your bridge to Social Media Marketing


Linking your digital assets


Your Blog-articles

-Press releases-Lessons-reviews-guides

……

PR sites(eg PRweb.com)

Social Bookmarking sites(eg delicious.com )

Social Networking sites(eg Facebook)

Syndicate content to other blogs

Microblogging sites(eg Twitter)

RSS to others

Email to contact database

Video sites(eg YouTube)

Submit to article sites


Facebook and Marketing

Over 500 million active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site


What can I do on Facebook?

Set up a business page– Build a fan base, get found by search

Advertise directly Set up a personal page Engage in discussion groups and

networks


www.winetravelguides.com


Develop your visibility

Create an engaging page– Events, videos, discussions, photos, blog

articles

Get found by search – based on content and number of ‘fans’– Get people to ‘like’ you

Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog


Advertise directly


Advertise Directly

Target by gender,age, location, keywords…

Use ‘pay per click’ or ‘pay per view’– Low click through rates so PPC best

Use Google Adwords content targeting


Set up a personal profile


Find friends and associates


Instant Success with Facebook

Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured thatthere will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know!

ADAM BECK-Ampwire Ltd


Increase your visibility

Start your own discussion group or community

Participate in other discussion groups or networks - (55,000 active networks)

Become a ‘fan’


Winetravelguides.com – website, blog, facebook, twitter…


www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure

Facebook – 1027 fans– Advertises daily (£5/day)– Posts weekly– 60% of leads/sales via Facebook– One ‘big win’


Twitter - Microblogging

Twitter and promotion

Twitter and real time search


Twitter and Promotion

Promotion of your products, websites, events…..

140 characters BUT links back to more detailed content

Link your Blog to Twitter to save time


What not to do….


Twitter and realtime search


Target something topical as a search tactic


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161

Twitter’s first real attempt at monetisation

Pay to have your selected tweats appear at the top of the search list

People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results

Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards

http://help.twitter.com/entries/142161


TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface


Twellow.com

Twitter Directory

See what people are tweeting about in your sector


YouTube and Video Now the number 2

search engine

Promote your products via YouTube and other video upload sites

Include videos within your own website


Top Video sites

You could use Tubemogul to submit to all major video hosting platforms


Optimise your clips…


Video SEO guidelines-Posted

Ensure video is tagged with relevant keywords

Ensure it is in the most appropriate category

Overdub the video with your domain name

Ensure you include a clickable domain name back to your site

Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)

Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings


Google Universal Search


Google Universal Search and ‘Digital Assets Optimisation’


Digital Assets Optimisation (DAO)

Optimise you website But also ensure all other digital assets get visibility..– Images (17% of all searches are for images)– Blogs– Videos– News and Press Releases– Social Media assets

AND – submit to appropriate sources…– Google News, Google Base, Google Local for maximum search engine visibility

NB – opinions and content on social media sites will become important signals for search engines


Instant Google – just add words


For a copy of the slides….

Just email – [email protected]

01928 788100 07946 513521

mailto:[email protected]

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