DIY WEBSITE MARKETING
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Transcript of DIY WEBSITE MARKETING
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: [email protected] | [email protected]: www.onlinexcellence.com | www.ictadvisor.com