DIY Website Marketing

Business 50 Event

Edinburgh

28 January 2014

Your presenterBrian MathersDirector ICTADVISOR LTD

Real World Internet Marketing Practitioner

Help Websites WIN ONLINE and MAKE MONEY

Our Collaborative Partners

LEARN HOW TO FEED

THESE ANIMALS

PANDA – HUMMINGBIRD - PENGUIN

PANDA

DEFINITION

The change aimed to lower the rank of

"low-quality sites"

or

"thin sites“

and return higher-quality sites

near the top of the search results.

PENGUIN

DEFINITION

Aimed at decreasing search engine rankings of websites

violating Google’s Webmaster Guidelines

keyword stuffing,

cloaking (Sneaky redirects/Doorway Pages)

participating in link schemes (excessive link exchanging,

building partner pages just for the sake of cross linking),

deliberate creation of duplicate content, and other stuff....

HUMMINGBIRD

DEFINITION

The World Informed September 2013

At Google’s Official Birthday (15 Years Old)

Google Started the Algorithm 30 August 2013

Search can be a More Human Way To Interact With

Users and Provide a More Direct Answer

HUMMINGBIRD TELL ME AGAIN!

Think of a Car, built in the 1950s

It Might Have a Great Engine

But the Engine might lack things like Fuel Injection

or unable to use unleaded Fuel.

Google has dropped the OLD ENGINE Out of the Car

And Put in a New One.

Google DRAMATICALLY last updated its Algorithm

2001

THIS IS A BRAND NEW ENGINE with

some OLD PARTS like – Panda & Penguin

WHERE TO GET

YOUR ANIMAL FEED

ZOOKEEPERS CONVENTION

THIS WAY

YOU MUST HAVE A MARKETING DISCIPLINE

BE A WEBSITE CHAMPION WITH COMMITMENT & DETERMINATION

A WEBSITE CHAMPION WITHOUT TOO MANY DISTRACTIONS

WHAT IS THE GOAL

OF THE WEBSITE

THE NUMBER 1 GOAL

MAKE MONEY

THE 2nd GOAL

What Do People Do On The Site That

MAKES ME MONEY

THE 3rd GOAL

How Do I Get More Visitors Do What

I Want Them To Do On The Site To

MAKE ME EVEN MORE MONEY

A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO –

SEO IS A COMPONENT OF SEARCH MARKETING

SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY

THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING

INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE

RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME

THE GOAL

TRAFFIC + CONVERSION = SALES ADDS TO PROFITS

A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO –

SEO IS A COMPONENT OF SEARCH MARKETING

SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY

THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING

INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE

RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME

THE GOAL

TRAFFIC + CONVERSION = SALES ADDS TO PROFITS

NOT JUST

SEOBUT HAVING A

MARKETING

STRATEGY

AnalyzeHow Do We Measure That?

How Do

Search Engines Work?

OVERALL, USERS CLICKED ON ONE OF THE TOP 3 RESULTS 68% OF THE TIME:

Result 1: 48 percent

Result 2: 12 percent

Result 3: 8 percent

Remainder: 32 percent

BRANDED SEARCHES, TOP SEARCH RESULT OVERWHELMINGLY RECEIVED THE MOST CLICKS

– MAKES SENSE!

Result 1: 80 percent

Result 2: 6 percent

Result 3: 4 percent

Remainder: 10 percent

NON-BRANDED SEARCHES, SEARCHERS MORE WILLING TO GO BEYOND THE TOP 3 RESULTS

Result 1: 35 percent

Result 2: 15 percent

Result 3: 11 percent

Remainder: 39 percent

GOOD NEWS FOR SITES THAT DON’T HAVE THE LUXURY OF RANKING IN 1 OF THE TOP 3 SPOTS

THERE’S TRAFFIC & MONEY IN THAT 39% (POSNS 4-10) TO BE HAD IF YOU CAN GET YOUR SITE ON PAGE 1

Organic VS Paid Search Results

NATURAL CTRs BY VERTICAL. THE HIGHEST CTRs ON THE TOP 3 RESULTS WERE ON SEARCHES FOR

AIRLINES | BROADCAST MEDIA | CAR MANUFACTURERS,

THE LOWEST CTRs FOR THE FIRST 3 POSITIONS

CURRENT EVENTS/NEWS HOME AND GARDEN COMPUTERS & CONSUMER ELECGTRONICS

PAID SEARCH RESULTS & CLICK-THROUGH RATES – WHO ARE THOSE 6% CLICKING ON PPC ADS

WOMEN (53%)

MEN (47%)

AGE IS ALSO A FACTOR

YOUNGER SEARCHERS (35%) LESS LIKELY TO CLICK ON PAID ADS

35% OF ADS CLICKED ON BY SEARCHERS AGED 34 OR YOUNGER

AS AGE INCREASES, SO DOES THE NUMBER OF PEOPLE CLICKING ON THOSE ADS

(65 %) OF AD CLICKS COME FROM SEARCHERS AGED 35 OR OLDER

GOOGLE VS BING

GOOGLE IS CROWNED THE “CLEAR LEADER” WITH A 91% SUCCESSFUL SEARCH RATE

BING’S PERCENTAGE OF SUCCESSFUL SEARCHES (76%)

Organic VS Paid Search Results

Have Some Basic

Knowledge of HTML

Having a Little Knowledge

Helps When Dealing with

Web Designers

You Drive The Web Project

Not The Web Designer

What Tools Do You Need?

What Dashboards To Monitor?

TECHNICAL

SEO

What are You Like on the Mobi

Responsible For Developing Content For Your Website?

Feel Like You Are Appreciated in the Role?

Get People Reading The Content We Want them to Read?

How Many of You Are:

Not Everybody Comes To Your Website For The Same Reasons

Break Down Motivations

Why Did Someone Come to The Website?

What Were They Looking For?

Approach To Creating Content

The More You Listen as a

Sales Person

The More You Learn

The More you Learn

The More Intelligently You can Sell

HOW

IMPORTANT

IS

YOUR

BRAND?

www.pro-scot.com/driving-lessons/areas-covered/leven

Single domain

Shallow folder structure

with relevant words

Keywords in page name,

separated by hyphen

Information Architecture

Search vs Usability

The According to the Website Standards Association

It will take only ten seconds for a visitor to decide if he/she intends to continue

viewing the Website. Wang and Huang argue that it could take as little as fifty

milliseconds for a visitor to decide if a Website will satisfy their particular need.

Both authors agree that if the visitor does decide to leave the Website based on a

bad first impression, the chances are very high that the visitor will in all probability

will never return, confirming the importance of Website usability.

Following Slides Courtesy of Rand Fishkin @MOZ

How to create a keyword matrix

Go Wide

Dig Deep

WORDTRACKER KEYWORD

TOOL

GET A 7 DAY FREE TRIAL

www.ictadvisor.com/wordtracker-W21page-125-

Competitor Analysis

20%600 words = 20% read

more words = 18% read

The AVG Web Page Content Read

Content is not Just Writing Content

Nor Just Developing It

It’s How You Present that Content

1.Who needs what you have?

2.How does it make their life better?

3.What type of search?

The most important word in your copy?

You

Give me reasons why I should buy from

you…

But first…let’s talk about

Features and benefits

Features = fact, what is it

Benefits =

the difference it makes to a customer’s life

Keywords & Keyword phrases:

Tell us what people are searching for

Allow us to answer queries in the searchers

own words

Get more visits by covering the entire buying

cycle

The ‘SEO’ bit

Title

Meta

Body • Headlines

• Sub headlines

• Hyperlinks

• Copy

The ‘copywriting’ bitPages to write from scratch:

Home page

Sales pages

Pages to edit:

FAQs

About Us

Articles

White Papers

Category pages

Older blog posts

Headline

Benefits

Testimonials

Raising Objections

Call to action

The ‘copywriting’ bit

Scan-ability• Headlines

• Meaningful sub-headings

• Bulleted lists

• Bold words

• Attractive Action Graphics

Without an Online Presence YOU can still be effected

Before Buying Visitors Read Reviews | Testimonials

Being ONLINE Gives You a Way To React

Monitor What is Said About YOU – Its Important

Negative Reviews – Pursue resolution methods

All POSITIVE feedback has less effect than 1 coherent NEGATIVE comment

RESPOND to NEGATIVE feedback

NEVER get involved in a FLAME WAR

ALWAYS respond CALMLY and PROFESSIONALLY

How to Handle Online Critics

Link

Building in

2014

Asking for links is dull

and tedious

Creating content to get links

without asking is exciting

and fun

LINK BUILDING

ANALYSIS

DEEP DIG LINK ANALYSIS

DETAILED LINK BUILDING ANALYSIS

Analyze

Compare Conversions Average Term Conversion Rate = 2.2%

Homepage #3

• 2,682 search visitors

• 22% Bounce Rate

• 1.8% conversion rate

• = 48 Conversions

Category Page #12

• 1,007 search visitors

• 13% Bounce Rate

• 4.3% Conversion Rate

• = 43 Conversions

SOCIAL SITES TRENDING IN THE UK?

Video is 50 times more

likely to get first-page

ranking than a text page -

“On the keywords for

which Google offers video

results, any given video in

the index stands about a 50

times better chance of

appearing on the first page

of results than any given

text page in the index” –Greg Jarboe SES 2010

WHAT ABOUT VIDEO?

• Financial Turnover to achieve from Sales – Weekly | Monthly?

• Website Visitors – Daily | Weekly | Monthly?

• Page Call To Action – Buy | Ring Back | email from prospect?

Your Online Business Objectives to achieve OnlineXcellence

•Measure & Audit Your Website – Regularly

•Plan every Page and Marketing Campaign

•Benchmark Page Performance Results

•Set and manage metrics and targets

• Be dedicated and commit sufficient time to do:

SEO

Keyword research & Competitor Analysis

Page authoring

Link building

Analytics

Typical evolutionary processes

• Engagement • Consultation• No clear Goals • Growth

ARE YOU NEEDING HELP?ICTADVISOR Ltd Your OnlineXcellence Partner Glenrothes | Glasgow Tel: 01592 745992 | 0141 340 9979 Email: enquiries@onlinexcellence.com | info@ictadvisor.comWebsite: www.onlinexcellence.com | www.ictadvisor.com