How visible are you online by Terence O'Toole of Aró

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How Visible is Your Business Online? Assessing your business's visibility in Google and how to increase it profitably in the short and long term. Terence O’Toole | Head of Digital Marketing Aró Internet Business Development | www.aro.ie
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How visible are you online aby Terrance O'Toole of Aró. Sponsers and Guest Speakers of OMiGs, January 2013 event. Note: Very useful presentation for SEO and PPC

Transcript of How visible are you online by Terence O'Toole of Aró

Page 1: How visible are you online by Terence O'Toole of Aró

How Visible is Your Business Online? Assessing your business's visibility in Google and how

to

increase it profitably in the short and long term.

Terence O’Toole | Head of Digital Marketing

Aró Internet Business Development | www.aro.ie

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• Topics

– What do we mean by ‘Online Visibility’?

– How to assess your websites current visibility in Google

– How to influence your visibility in Google

– Assessing your present online revenue

– How to boost your online profitability

• In the Short Term

• In the Long Term

– Useful Resources

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Online Visibility

Assessing and influencing

your online visibility

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Online Visibility

• Online visibility is a term used to describe how easily

consumers can find your company in relevant online

channels. The goal of an online visibility strategy is to

ensure that a brand is represented across all popular

online channels.

• Online channels include: search engines, local websites,

social media sites and directories.

Source: http://advicemedia.com/what-is-online-visibility/

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Search Engine Results Page (SERPS)

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Online Visibility

• Why you should pay attention to your online visibility? – Search Engine Marketing can offer some of the best

return on investment in your marketing spend and results are highly measureable

– Qualified customers: people searching for your business’s product or service are already on the purchase path

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Online Visibility

• How to assess your website’s visibility

1. Research all search phrases for your business or

industry

2. Build your ‘Master list’ of key phrases

3. Refine your list down to relevant phrases for your

business

4. Benchmark your websites organic visibility (at

least quarterly)

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Online Visibility

• How do I research the relevant phrases for my

business / industry?

– Important sources of key phrases

• Brainstorming

• Your existing website

• Your competitors

• The Google Keyword Tool

• Bing Keyword Suggestions Tool

• Google’s ‘Search Suggest’

• Google Analytics – Organic Traffic

• Well performing key phrases (conversions)

• Internal site search stats

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Online Visibility

• How do I research the relevant phrases for my

business / industry?

– Important sources of key phrases • Other website reports – e.g. CMS reports

• Specific pages

• Google Trends

• Brand searches

• Offline Marketing Material – Brochures from each element of

your business

• Other keyword tools e.g.: WordTracker & UberSuggest

• Customers of your business – a worthwhile exercise might be to

ask a customer how they searched for you

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Good Keyword Tools

• Google Keyword Tool (free)

– https://adwords.google.com/o/KeywordTool

• WordTracker (fee based)

– http://www.wordtracker.com/

• UberSuggest

– http://ubersuggest.org/

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Google Keyword Tool

• What is it?

– It is a tool provided by Google to provide the

online advertiser the following decision data:

• Popular search terms

• Approximate search volume

• The competitiveness of that search terms – the

more competitive the more expensive

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Google Keyword Tool

• Benefits – It gives you a breakdown of relevant phrases that will potentially

bring your website visitors – whether you pay for them (PPC) or

optimise your site for them

– Find new key phrases

– Target a specific webpage to extract keyword ideas

– Easy to export

– Links into the Google Adwords Traffic Estimator

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Stages of Key Phrase Research

& Selection

1. Research all potential phrases for your business

using the many sources of key phrases

2. Group key phrases into their respective groups

e.g. spa, wedding, restaurant etc.

3. Sub-divide your key phrases groupings further

e.g. day spa, spa treatments london, spa packages

london city centre

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4. Search Volume – Research how popular all your key

phrases are i.e. how many times per month are they being

searched in Google using Google Keyword Tool

5. Sort High to Low – arrange the phrases in order based on

the highest volume search coming first

6. Decide on the most appropriate phrases for each section of

your site based on:

• Volume of searches of that particular phrase

• Taking a realistic view of what you can be found for given the

competition for your particular market/location

• The number of pages on your website

Stages of Key Phrase Research

& Selection

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Get the search volume for

your

important key phrases

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Stages of Key Phrase Research

& Selection

7. Benchmark your online visibility before you

optimise your website

8. Optimise your website based on your key phrase

research

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Key Phrase Groups

• It’s essential to categorize your phrases

into distinct key phrase groups

• You can and should further divide the

phrases into subgroups

• See example of a country house hotel key

phrase groupings

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Examples of Key Phrase

Groups

• County house hotel + Location – Sample phrase: ‘country house hotel cork city’

• Country house hotel + near + location

– ‘Country house hotel near cork city’

• 5 star wedding hotel + location – ‘5 star wedding hotel cork city’

• 5 star wedding venues + location – ‘5 star wedding venues cork city’

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Sample Groupings of Key Phrases

Country House Hotel Spa Wedding Generic Generic Generic

country house hotels spa wedding hotel

country house hotel spas wedding hotels

spa hotel

spa hotels Wedding + Location

Country house + Location spa resort wedding hotel dublin

Country house dublin spa resorts wedding hotels dublin

Country houses dublin dublin wedding hotel

country house hotels dublin Near dublin wedding hotels

country house hotel dublin wedding hotel in dublin

Country house tallaght wedding hotels in dublin

Country houses tallaght

country house hotels tallaght wedding hotel tallaght

country house hotel tallaght wedding hotels tallaght

Country house maynooth Health Spa tallaght wedding hotel

Country houses maynooth luxury health spa tallaght wedding hotels

country house hotels maynooth luxury health spas wedding hotel in tallaght

country house hotel maynooth luxury health spa dublin wedding hotels in tallaght

Country house wicklow luxury health spas dublin

Country houses wicklow luxury health spa near dublin wedding hotel wicklow

country house hotels wicklow luxury health spas near dublin wedding hotels wicklow

country house hotel wicklow wicklow wedding hotel

Luxury + Location wicklow wedding hotels

luxury spa hotel wedding hotel in wicklow

luxury spa hotels wedding hotels in wicklow

luxury spa

luxury spas

luxury spa hotel dublin

luxury spa hotels dublin

luxury spa dublin Near

luxury spas dublin wedding venue dublin

Country house near dublin luxury spa hotel wicklow wedding venues dublin

best country house hotel near dublin luxury spa hotels wicklow wedding venue near dublin

country house hotels spa near dublin luxury spa wicklow wedding venues near dublin

luxury country house hotel near dublin luxury spas wicklow wedding hotel near dublin

luxury country house hotels near dublin luxury spa hotel tallaght wedding hotels near dublin

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Sample Ranking Report

Search Phrases for www.greathotelsydney.com

Google Global Monthly

Search Volume

Google Local Monthly

Search Volume

www.google.com.au 01/11/2012

www.google.com.au 01/12/2012

www.google.com.au 01/01/2013

Change +/-

luxury hotels in sydney 5400 390 3 4 2 +2

luxury hotel sydney 5400 390 2 1 3 -2

luxury penthouses in sydney 46 <10 11 12 8 +4

luxury sydney hotel 5400 390 5 4 3 +1

exclusive sydney hotels 28 - 4 4 2 +2

hotel suites sydney 2900 170 20 15 10 +5

sydney hotel suites 2900 170 19 14 11 +3

penthouse suites sydney 1000 28 2 2 1 +1

penthouse suites in sydney 1000 28 3 4 1 +3

best hotels in sydney 6600 480 8 9 8 -1

top hotels in sydney 4400 320 NIT30 NIT30 NIT30 -

5 star hotels sydney 8100 590 25 22 23 -1

5 star hotels sydney cbd 590 240 11 12 12 -

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Influencing Your Visibility

• There are 3 ways to directly influence

your visibility in Google 1. Search Engine Optimisation (SEO)

2. Pay-Per-Click Advertising (Google Adwords)

3. Vertical sites specialising in your businesses

products or services

• Examples:

• Wedding related services directory

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Influencing Your Online Visibility

• Search Engine Optimisation (SEO)

“SEO is a proactive, structured approach used to improve the

position of a company in the natural or organic results listings of

search engines for the key phrases you target. It’s aim is to increase

awareness and drive visits to a site from new prospects and existing

customers.”

Dr. Dave Chaffey, CEO SmartInsights.com

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Influencing Your Visibility

• There are 100’s of factors that influences a

website’s online organic visibility

• Ten important factors to consider in SEO

1. Optimisation - every page on your website

2. Unique & relevant website copy - frequently

updated

– Example: 5ive Star London

3. Inbound and internal links – Quality links

– Example: Dorchester Collection

4. Social Media Metrics - increasingly important

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Influencing Your Visibility

Ten important factors to consider in SEO 5. Dedicated landing pages for your topics

6. Site Speed: Google penalises slow websites

7. The comeptition: it may not be possibe to dominate the SERPS

page for your topic due to saturation

8. Domain Age: The older a domain, generally the most trusted it

is and the more likely it is to rank higher

9. Your domain name: It helps to have an important search

phrase for your business within the actual domain e.g.

www.stjameshotellondon.com

10. Patience: increasing your visiblity takes time, Google make

your earn your organic ranking

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Example 1: Organic Visibility

• Tayto Park

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Example 2: Organic Visibility

• hotel gift vouchers cork

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Influencing Your Visibility

• Pay-per-click Advertising (PPC)

“ Paid search marketing is the process of gaining

traffic by purchasing ads on search engines. It is

sometimes referred to as CPC (cost-per-click) or

PPC (pay-per-click) marketing, because most

search ads are sold on a CPC / PPC basis ”

Source: http://searchengineland.com/guide/what-is-paid-search

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Example

• Penthouse suites london

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• How to begin a PPC campaign – Keyword Research

– Setup a Google Adwords Account

• http://accounts.google.com

– You can have a campaign up in minutes

– Set the maximum amount you want to spend per click and per day

– Ensure that you measure your conversions

• Reservation

• Purchase

• Enquiry

• Viewing of a key page

• Completion of a call to action

• Download or upload

Influencing Your Visibility

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Remarketing

• This form of advertising will soon be mainstream

• Advertising that allows you to create and target list of

users what have already expressed an interest in your

client’s products and services

• A potential customer visits your website – they are now

pre-qualified customers

• They may not may a purchase at that time – lost sale?

No

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Remarketing

• You can target these potential customers after they

leave your website

• Short video explaining the concept: http://www.youtube.com/watch?v=k6dTtcYBBFI

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Remarketing

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How to set up a remarketing campaign

• A remarketing campaign can established with your

Google Adwords account

1. Create appropriate graphics to highlight your specific message

‘luxury hotel suites from £xxx’

2. Create various list of users who visit the suite section of your

website

3. When a visitor to your website leaves and visits any of Google

Display Network sites – they will see your ad.

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How to Boost Your Profitability

…In the short and the long term

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How to boost online profitability

• There are many ways to boost your

online profitability

1. Websites without Google Ecommerce

Tracking

2. Websites with Google Ecommerce Tracking

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Without Ecommerce Tracking

• PPC conversions

– Line of html code that is placed on the transaction

complete/thank you page

– Allows you to match the phrase that you bid on in the

first place to the transaction complete

• Google Adwords

• Bing Ads

– PPC key phrases that convert for you: focus these

phrases and variations into your SEO efforts

– Assess the cost of the conversion and compare it to

your off-line marketing efforts

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Without Ecommerce Tracking

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With Ecommerce Tracking

• PPC conversion codes – This option is still available to you

• With Ecommerce Tracking you will be able to assess what online channel provides you with the best ROI for your marketing spend

– Paid Search

– Organic Search

– Social Media and Paid Social Media Ads

– Direct

– Referrals

– Offline marketing: Calls, QR Codes, specific url

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Ecommerce Overview

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Assisted Conversions

Google Analytics Assisted Conversions reports the value of

various marketing channels in the sales process.

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Top Conversion Paths

The Top Conversion Path Report will show you all of the different

paths that visitors have taken in a 30-day time period to convert.

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How to boost online profitability

• In the short term – Engage in pay-per-click marketing to boost your

online visibility and close search gaps • Increase enquires

• Increase sales

– Assess what key phrases convert through your website from pay-per-click marketing

• Sale

• Completion on an online form

• Download

• Upload

• The viewing of an important page

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How to boost online profitability

• In the long term – Ensure your website is properly and frequently search engine

optimised

– Consider getting a shopping cart that allows the installation of Google Ecommerce Tracking

– Assess what channels are converting the best for your business

• Organic

• Paid

• Email

• Social Media

• Referrals

• Direct

• Offline channels

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How to boost online profitability

• In the long term

– Assess what platform converts the best for

you:

• Mobile website e.g. http://m.hayfieldmanor.ie

• Desktop website e.g. www.hayfieldmanor.ie

• Refocus your efforts to what works

– Frequently monitor your organic visibility to

identify gaps in search visibility

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Trends to watch out for in 2013

– Mobile: How important is being mobile friendly to your customers and how are you fixed?

– Remarketing: capture the potential lost customers

– Video marketing: visual marketing

– Attribution Measurement: e.g. Google Analytics

– Facebook Graph Search: Facebook will no doubt unveil opportunities to do marketing around searches within Facebook

– Inbound Marketing: prequalified leads primarily from blogging, social media interaction, search engine optimization and webinars.

– Google Plus Local Page: Claim or create one for your business http://www.google.com/+/learnmore/local/

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Your Online Visibility Strategy

Kick-start Your Online Visibility Strategy Today!

1. Research all the potential key phrases for your website

2. Identify the relevant phrases to your business – be realistic

3. Assess your organic visibility in Google to identify where there are visibility gaps

4. Engage in pay-per-click marketing where your visibility is underperforming/non existent

5. Engage in Search Engine Optimisation activities

6. Measure your results (with or without attribution measurement)

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Helpful Resources

http://adwords.google.com/

www.google.com/analytics/

https://adwords.google.com/o/KeywordTool

http://www.simplybusiness.co.uk/microsites/google-analytics-guide/

http://www.bing.com/toolbox/webmaster

http://www.seomoz.org/blog

http://www.google.com/ads/innovations/remarketing.html

http://www.newmediacampaigns.com/page/what-is-inbound-marketing

http://www.morevisibility.com/analyticsblog/tag/top-conversion-paths