EHampshire Presenation 2009

Beat the Credit Crunch eCommerce Workshop

Ehampshire

Andy HeadingtonAdido Solutions Limited

© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business


Today’s talk• About Adido

• What is Search Engine Optimisation (SEO)?

• The basics of SEO

• Are you doing the right things?

• What you’ll learn this afternoon

• Summary


What we do:

“Get great results for business using the Internet”

Core Services

– Content Management Systems

– Online Promotion

– E-commerce, web design & development

Who are Adido?


Client list

Dorset Probation Area


An old adage…

“Half the money I spend on advertising is wasted, the trouble is I don't know which half.”

– John Wanamaker (attributed)US department store merchant (1838 - 1922)


What is SEO?


What is SEO?• ‘the process of improving the volume and quality of traffic to a web site

from search engines via "natural" ("organic" or "algorithmic") search results’

• Getting your website higher in the search engines…

• Getting more targeted traffic…

Getting more SALES! (or enquiries)


Where are the SEO results?

PPC

‘Free listings’


Some search engine facts…• Google is the most popular search engine in the UK;

•Google 88% market share• Yahoo & Ask 3% market share• MSN 2% market share

(Hitwise March 2008)

• 75% of search engine users never scroll past the first page of results

• 81% of qualified Internet traffic is driven through search engines


Show of hands…

SEO? PPC?


SEO or PPC? BOTH!

• SEO should be part of your long term strategy, don’t rely on PPC!• Most companies should keep an element of PPC running to target low

traffic phrases• Your online promotion provider should be good at both these tasks,

otherwise you may have to use two companies…

© Business Link 2007


"6 out of 7 clicks from the organic listings as opposed to Pay-Per-Click listings." Jupiter Research 2005


What companies are missing!In 2007 SEO spend was up 68% up to £0.25 billion. In 2007 PPC spend was up 56% to £1.97 billion


What companies are missing!

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

SEO PPC

% Spent

% Clicks

The amount spent on online marketing is disproportionate compared to where web traffic is generated!


Some SEO myths…• Submitting to 1,000’s of search engines is a good use of money

• Adding lots of keywords will make your website a success

• “Search engines aren’t important for my business”

• “The website is the responsibility of my IT team”

• “I can optimise your website for £25 a week and GUARANTEE you top position on Google”


Why companies don’t optimiseThey don’t understand what to do• If you don’t know what your doing, how can you be successful?

Search engines can change at any point• You are relying on something which can change without your

control

SEO has a bad name• There are lots of companies claiming to be good at SEO, yet very

few can show real results – some take money and do nothing

PPC is easy to do? • Setting up a PPC campaign takes 5 mins, SEO takes 5 months!


Think like a search engine…

Google's mission is to organize the world's information and make it universally

accessible and useful.

To connect people to their passions, communities, and the world’s

knowledge.

If SE’s don’t deliver, you won’t go back, so they have to make sure their results are what you want


SEOMoz Fundamentals


Adido’s five golden rules

1.Do your research!

2.Update your website regularly

3.Get links to point to your website

4.Have good website content / copy

5.Make sure you monitor!


1. Do your research!

• Make sure you check which keywords are the most popular (PPC)

• If you don’t do your research, you will waste your time & money

• If you don’t know what words are popular, use some free tools (Google Keyword Tool or Wordtracker)

• Ask your clients, staff and anyone who knows you what words they would use to find you. They will all say different things!

• Check your webstats to see how people find you


2. Update your website regularly

• Search engines need to deliver RELEVANT results

• Time sensitive information is seen as more relevant

• If SE’s see new content, they will know that your website is up to date and will give it more credibility

• Also important for your web visitors – they want to see the latest information!


3. Get links to point to your website• Links from quality, relevant websites are a lot more valuable than

general directory links

• Link maturity is very important (the older the better)

• Make sure you use relevant link texte.g. Adido web design not www.adido-solutions.com

• Having a link on a page with three links is better than being one of thirty (link ratio)

• ‘Off page’ factors, such as links from other sites, are said to have up to 60% of overall relevancy of a website


3. Get links to point to your website

View > Source


3. Get links to point to your website

• Check how many links you have:


4. Have good website content / copy

• The more pages the better - ALWAYS!

• Make sure you have the right amount of keywords in the right places - don’t over do it! (Keyphrase density)

• Make your text ‘scanable’ so key words/points are easy to find

• Text should be unique and compelling

• Make sure it is spell checked and proof read


4. Have good website content / copy• Check how many indexed pages you have:


5. Make sure you monitor!• Set up Google Analytics on your website• It’s FREE!• Analytics tells you everything which happens on your website that you

would never know otherwise• Check it regularly to see how much love your website visitors have for

you (how long they spend on the site, what makes them (not) click etc)


5. Make sure you monitor!


Things to update on your website• There are lots of things which you can do to get SE traffic, most of

which are free

• However, they are time consuming things which people think are difficult or don’t understand

• Most of the effort to get recognition involves a lot of legwork and a bit of luck mixed with experience

• To get results, you need to put the time in!

• Most of the following things are easy to implement and shouldn’t take very long to action…


Things to update on your website1. Make sure your TITLE tags are correct

• Mention the words you want your website to be found by, in your title tag

• Google LOVES good title tags!• Make sure each page has a unique, keyword rich title tag

View > Source Code


Things to update on your website2. Make sure your DESCRIPTION tags have a call to action

• A good description of your page can make people click!• Description tags are shown in search engine results

View > Source Code


TITLE

Description


Things to update on your website3. Make pages on your website which people will search for, rather than

page which just describe your services• It is a good idea to fill your website with keyword rich pages, which

contain the words people will type to find you


Quick SEO case study

• Enquiries trebled within three months

• 387% increase in traffic on targeted key phrases in one month

• Website has become a new sales channel for the company

www.playforce.co.uk


It’s not just about text…

• Search engines have access to all types on content

• Summer 2007 saw the launch of ‘Universal search’ (or 3D search)

• Various types of content are now shown in the SE results

• Images, videos, product listings, blogs, news, local listings now all play a part in getting traffic to your website. All need to be correctly optimised!


Images from Google search

Videos from YouTube,Google Video, MetaCafeand other websites

Navigation items change to be morerelevant


Relevant products areshown from affiliates

News items pulled fromGoogle News library

Popular and relevant searchphrases to make searchingeasier


Conclusions• Search engines likes relevancy, so make sure your SEO campaigns

are relevant

• Use Google Analytics to make sure you know what is happening, not only with your PPC campaign but also with your website

• ALL of your content is important, so make sure your website contains all types of media to maximise traffic


Thank you for listening!

Any questions, please ask!

Adido Solutions LimitedEmpowering your business

www.adido-solutions.com0845 260 2343

EHampshire Presenation 2009

Business

Transcript of EHampshire Presenation 2009