developing an internet strategy

primaryposition.com

David QuaidPrincipal ConsultantPrimaryPosition.com SEO

Ireland’s internet revolution really took root in the

1990’s

The worst analogy used during this revolution

The worst analogy used during this revolution:Your website = your shop front

And, well, it couldn’t be more ....

A shop has passing traffic which equals trade.

A shop has passing traffic which equals trade.

Because demand meets supply. And if you’re not there, you’re not there!

The Shocking reality is thatWebsites rarely if, ever,

have an automatic supply of traffic.

Which creates a huge problem if you’re weren’t aware of this

Many first time would-be web-preneursbelieve that traffic will come from

• An automatic right to free Google Traffic• A viral effect from the “big idea” or “award winning” design”• By building a network on Facebook and advertising on twitter• By sharing it with friends and in advertising

* You can imagine the shock that people get when they hear €55 Cost-per-click in some 2010 Dublin online PPC Markets!

Let’s start again properly shall we?

The internet is something new;It’s something completely different!

It’s the greatest single empower; of consumers and every day people.

It’s the greatest single empower; of consumers and every day people.Even plumbers.

Connect. Inform. Share.

Like Music?Got a problem?Need a plumber?Which Hi-Fi should you buy?Don’t know how something works?

No problem!

Users Identify their problem

Users Identify their problemSearch

Users Identify their problemSearchLearn

Users Identify their problemSearchLearnShare

Users Identify their problemSearchLearnShareResearch

Users Identify their problemSearchLearnShareResearchAnd Shop.

Whatever a brand says,We know what’s really behind it

Even if they try to hide it...

Main Traffic Drivers

• Search

– People looking for products

– People looking for brands

– People looking for locations

– Ideas, Special offers, savings, exclusivity

– Random Search

In April and May 2011, we analysed 35 domains in our collection of Google Analytics Accounts.

About 1 million Irish visitors pass through these in a given calendar month.

Here’s what we found

IB2B sites like twitter and LinkedIndelivered as much as

3%

Facebook, with some sites having over 15k fans, delivered just

between

2&5%

, however, delivered a consistent

80-88%

A search for every body

Put things in order Idea

Digital Strategy

Domain acquisition

Website(s) design plan

Marketing plan

Digital Marketing Implementation

SEO

PPC

Social Networking

Try it, Measure it, Improve it!

• Visits

• Bounce Rate

• Pages per visit

• Search Keywords

• Traffic from Search Engines– Branded and non-branded

• Enquiries and Sales

• Above By source

Conversions – not traffic!

• How many visits did we get?

• How many came from

– Google?

– Newsletters?

– Social?

– Ads?

• How many sales did they make

• How much did that cost?

If 100 people come from AdWords and 10 spend €100 and it cost €1 per visit....

If 100 people come from AdWords and 10 spend €100 each and it cost €1 per visit....

Then you made €1,000. The cost per sale was €10.

You can repeat this process for every function and activity

If 10 purchases are made from 100,000 newsletters and you make €1,000 and it

cost €50, then you made a profit

But if it costs €100 to make a sale and you only make €10 profit

Then you’re going to need a new model!

When you find things that work

Repeat it. Improve it. Evolve it

I’ve been working with online companies for 15 years. I’ve learnt a lot from working with over 500 companies in that period. I’ve built 5 of my own online companies

and I’ve been self sufficient for over a decade using nothing else but working

and marketing online. Here are the best things I want to share with you

• You’ll need basic business advice

• If you don’t have an internet marketing background – bring it into the team

• Marketing isn’t intuitive and internet marketing really isn’t

• Traditional retail businesses have traffic. Websites DO NOT

Basics

Build your team

• Pick a business mentor

• Pick a team of advisors and associates

– Financial

– Marketing

– Internet and e-commerce

– Branding

– HR

– SALES!

– Technology

Every business needs...

• To understand the cost of sales

• To know the cost of selling

– How much marketing will be needed

– Launches

– PR

– AdWords

– SEO

– Social Media

You can’t won’t do it all

• If web traffic was free, it wouldn’t cost so much

• Beware of replicator models – they don’t work online

• You need a unique selling point

• Competing on price is rarely a good one!

Beware...

• Of being a replicator– beware of being easily replicated

– Users don’t like multiple accounts to do the same thing

• It takes a long time to build a community

• You cannot advertise to visitors that don’t exist

• Guarantees

• Reliance on a single vendor

Thank you.

Primary Position SEO

http://twitter.com/primaryposition