Business Expansion - Digital Marketing Essentials 2015 · 2019-11-20 · Business Expansion -...
Transcript of Business Expansion - Digital Marketing Essentials 2015 · 2019-11-20 · Business Expansion -...
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Business Expansion - Digital Marketing Essentials 2015
Jan KlinManaging PartnerJan Klin & Associates07946 [email protected]
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What we’ll cover
SEO – search engine optimisationBeyond SEO – retargeting and display advertisingPay per ClickContent Marketing/Link buildingSocial Media, email International visibility
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SEO still essential..
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SEO– Maximising your position in the hitlist- What’s changed?
36% of internet 36% 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: Source: iProspectiProspectsearch engine search engine branding surveybranding survey
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What is SEO?Its NOT about as definitive as it used to be
Its NOT about getting large volume phrases to the top of Google
It IS about getting a wide range of phrases as high as possible and working on incremental improvements– Head, medium and long tail phrases – Measure ranking positions, number of phrases ranked
and traffic increases
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SEO in construction
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Galleries and case studies essential
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SEO in the Travel Business
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SEO in the Travel Business
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SEO success in High Tech Manufacturing
SEO in High Tech B2B
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SEO success in High Tech
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SEO in Business to Consumer
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1. Auditing and analysis of your current performance
2. On-page changes – content , metadata, link structure
3. Off-page changes – content marketing , links , social media
How do we do SEO?
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What checks do we need to carry out?
The main ones are…
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The Spidering Process
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HTML Sitemap
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Key things to check in GWT
Geo targeting – make sure its set to relevant countries
Crawl errors – ie pages not found/broken links
Any messages from Google
Sitemapping
Robots.txt
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Check your links at www.linkdetox.com
Check you backlinks with www.linkdetox.com
A spreadsheet will be produced giving an assessment of each link
We remove all moderate and high risk links where possible
If cannot be removed use Google Disavow Process
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Local results – maps, mobile Google+
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Local search –’Preston plumbers’
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Map search – and on mobiles..
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Google My Business
Integrates maps, Google + and website
Go to…https://www.google.com/business
Go through the registration process to describe your business and location– You’ll need a google account
When complete thee will send you a postcard with a access code– Go back and complete the registration
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Some ranking factors
Local on page SEO (eg Manchester, plumber etc in text and metadata)
Ensure name, address and postcode on website
Get some local links (local biz directories)
Ideally get some reviews
Get some dialogue going on Google + with customers
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Developing the Initial Keyphrase List- still important
- 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
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Accessing the Keyword Tool through Adwords
Login to your Adwords accountThen tools and analysis>>keyword planner
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https://adwords.google.co.uk/select/KeywordToolExternal
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Analytics and keywords
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Keep this keyphrase list for use with other digital marketing
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Using Google’s autosuggest
Another input into keyword analysisSee what gets suggested and include if relevant
BUT
Be aware of personalisation skewing– Results shown will
reflect previous click through activity
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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/engagement (less important generally , BUT is becoming more important)– Number of visits, length of stay, social media activity
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1. Auditing and analysis of your current performance
2. On-page changes – content , metadata, link structure
3. Off-page changes – content marketing , links , social media
How do we do SEO?
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(c) Jan Klin & Associates 2015
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, romanceFocus on natural writing of copy
Add new relevant content as often as you can
– New pages with related content – eg history, background, instructions
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Google’s ‘Panda’ Update –Emphasis on Quality Content
-Sites with copied content are getting penalised
-Emphasis needs to be on original and interesting content
-Copy writing needs to be apriority activity of SEO
-’Duplicate content’ is a definite no – no
-Also ‘fresh’ content favoured(latest update)
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Content strategy leads to high positions in many keyphrases
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Quality textual content
http://www.mantracourt.com/products/wireless-telemetry
Scroll down to see good quality content
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Google Hummingbird Update
Even more emphasis on high quality content and ‘conversational search’
More focus on ‘long tail phrases’and user intent– Eg ‘How do I install a combi
boiler in my house’
Maybe less focus on keyword matching
More detail here…– http://www.janklin.com/blog/ye
t-another-major-google-update
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www.aardvarksafaris.comwww.aardvarksafaris.co.uk
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You’ll need translated pages if you want to capture foreign language searches
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In summaryWrite text as naturally as possible
Try to produce engaing informative and unique information
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
Emphasis on ‘quality’ and ‘fresh’ content
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
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Meta Tags – The Title tag
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Meta Tags – The Title tag
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metadata
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Eye Tracking Study2/3 of the time users initially looked at a listing for 7/100 of a secondPredominately looked at titlesAcross all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing
IMPORTANCE OF TITLES AND DESCRIPTIONS
Source: Marketing Sherpa Study, August 2005
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Meta TagsKeyword and Description tags
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Image search for ‘luxury villas portugal’
<img src="/images/image-gallerys/portugal/portugal-luxury-villa.jpg" alt="Beautiful luxury villa in portugal" />
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Components of SEO
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1. Auditing and analysis of your current performance
2. On-page changes – content , metadata, link structure
3. Off-page changes – content marketing , links , social media
How do we do SEO?
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Backlinks - Use www.linkdiagnosis.com to check your links
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The SEO Process and Domain Authority
Do on page SEO work first – then a ranking check to see where you are positioned
The only remaining variable to improve to increase rankings is your domain authority
What is domain authority (DA)?– what is yours?– What is your competitors?
DA is mainly a function of backlinks into your site ( and domain age to a certain extent)
The gap between your DA and your competitors DA can be closed by link building
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Check you Domain Authority
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(c) Jan Klin & Associates 2012
http://www.opensiteexplorer.org – to check your links and DA
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(c) Jan Klin & Associates 2015
Link Building Strategies-aka Content Marketing
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
– Other ‘content marketing’ will generate links
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.ahrefs.com
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(c) Jan Klin & Associates 2015
The case for Re-Targeting
Keyword ‘garden offices’– 2000 searches per month
3rd place in Google gives you a 6% click through rate– ie 120 people visit your site
How many convert?– Enquire, fill in form, phone, buy something
Typically less than 5% convert meaning 114 of the 120 visitors go away without contacting you
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(c) Jan Klin & Associates 2015
Retargeting in action
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(c) Jan Klin & Associates 2015
Why do people leave websites without making contact?
Not relevantEarly stage competitive research Call of natureCat jumps on lapLack of calls to actionDifficult to navigate siteAbandons shopping cart– eg don’t like delivery charges
Etc , etc
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(c) Jan Klin & Associates 2015
Retargeting examplehttp://retargeting-companies.findthebest-sw.com/
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(c) Jan Klin & Associates 2015
Retargeting example
Track visitors who spend more than 30 seconds looking at specific villas
Show ads to these people when they visit other sites– 7 repeats per visitor over 7
days
Ad clicks through to £100 off voucher they can redeem with next 5 days- (in exchange for email address and phone number)
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(c) Jan Klin & Associates 2015
Retargeting in action
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(c) Jan Klin & Associates 2015
RTB – happens in less than 20 milliseconds!
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(c) Jan Klin & Associates 2015
Facebook Retargeting
Visit your site with converting
When they visit facebook ads are shown to invite them back
Ads can be shown in news feeds as well as ‘marketplace ads’ on right sidebar
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(c) Jan Klin & Associates 2015
Facebook Boost-to give your posts a boost
Get your posts higher up the newsfeed for increased visibility
Pay to target a specific demographic – just like facebookadvertising
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(c) Jan Klin & Associates 2015
Retargeting Types
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(c) Jan Klin & Associates 2015
Retargeting
See more on retargeting at Jan Klin’s blog and also a list of suppliers.
http://www.janklin.com/blog/beyond-seo-revitalising-your-web-traffic
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(c) Jan Klin & Associates 2015
1. Auditing and analysis of your current performance
2. On-page changes – content , metadata, link structure
3. Off-page changes – content marketing , links , social media
New slides
How do we do SEO?
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(c) Jan Klin & Associates 2015
Google Adwords - PPC
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(c) Jan Klin & Associates 2015
What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
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(c) Jan Klin & Associates 2015
WHY USE PAY PER CLICK?
Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation
For short term promotionsFor new websitesDrive country specific searchers– Geographic targeting
Keyphrase analysis – More accurate than the tools
For websites difficult to optimise– Flash etc
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(c) Jan Klin & Associates 2015
PPC in the Travel Business
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(c) Jan Klin & Associates 2015
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
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(c) Jan Klin & Associates 2015
Capture the ‘long tail’
-200,000 keyphrasesTargeted
-65,000 alone for boilers
-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’
-Are cheaper AND convert tobusiness easier
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(c) Jan Klin & Associates 2015
www.villaretreats.com/ru
A series of Russian landing pages for luxury villas
PPC on Google and Yandex
SEO for these engines also
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(c) Jan Klin & Associates 2015
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
How pay-per-click works
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(c) Jan Klin & Associates 2015
•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
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(c) Jan Klin & Associates 2015
•The ad links directly to the relevant landing page
Do’s and Dont’s
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(c) Jan Klin & Associates 2015
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
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(c) Jan Klin & Associates 2015
RemarketingWhere have I seen this ad before?
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(c) Jan Klin & Associates 2015
A few hours before –Remarketing
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(c) Jan Klin & Associates 2015
www.mantracourt.co.uk
Supplier of advanced instrumentation– Strain gauges,
wireless telemetry, signal converters
– For marine, automotive, engineering sectors
Main Objective– Increase the volume of
worldwide enquiries –in English and foreign languages
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(c) Jan Klin & Associates 2015
The solution..
.co.uk site offers limited worldwide visibility– Local has high relevance to
search engines
Transfer site to .com
Set geotargeting to worldwide – otherwise hosting skewed
Produce foreign language web pages
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(c) Jan Klin & Associates 2015
Geo-targetingmultiple countries through the same sitehttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399
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(c) Jan Klin & Associates 2015
Mantracourt solution
Professionally produced main language pages for each country
Auto translate on other pages
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(c) Jan Klin & Associates 2015
Auto translation is not perfect!
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(c) Jan Klin & Associates 2015
For a copy of the slides….
Just email – [email protected]– Direct: 07946 513521
– J A Klin & Associates– Westmount, Hollow Lane, Kingsley, WA6 8EG
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(c) Jan Klin & Associates 2015
Consider multiple device types-avoid duplicate content issues
- Use responsive web technologies to identify which device is being used to access your site
-Display different website sizes to reflect the device being used
-Use google analytics to see different device types accessing your site
See Jan Klin’s Blogpost on ‘Responsive web design’
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(c) Jan Klin & Associates 2015