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Online MarketingMaking the most of your digital presence

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John Nunn

Tortrix Ltd

Solutions Architect / Managing Director

john@tortrix.net

@johnnunn | @tortrixltd

john.nunn.779 | tortrixltd

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Agenda Day 1

9:00 – 9:30 Coffee & Registration

What is Online Marketing

An Overview of Search Engine Optimisation (SEO)

10:30 – 10:45 Coffee

On Page SEO

Off Page SEO

12:00 – 12:45 Lunch

Social Media Marketing

LinkedIn

Twitter

Facebook

14:00 – 14:15 Coffee

You Tube

Google+

Other Social Media Networks

15:00 Close

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Agenda Day 2

9:00 – 9:30 Coffee & Registration

Search Engine Marketing

10:30 – 10:45 Coffee

Search Engine Marketing

12:00 – 12:45 Lunch

Google Analytics

14:00 – 14:15 Coffee

Google Analytics

15:00 Close

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Marketing Not Sales

IS NOT

Directly related to business

generation

IS

Increases Awareness

Disseminates information

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Search Engine Optimisation (SEO)

“Helping Google show your page when a user

searches for the content it contains.”

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In the good old days

Pre Google Domimance!

Simple Keyword usage

Good Description

Submit site to search engine.

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On Page vs Off Page

ON PAGE

25% of SEO Activity

Keyword Usage

Appropriate Tagging

Relevant links

Good structure

Quick Load Times

OFF PAGE

75% of SEO Activity

Good Relevant Links

Social Sharing

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On Page SEO

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On Page Checklist

Always start with keyword selection, research and testing

Meta Description tag

ALT tags

H1 tags

URL structure

Internal linking strategy

Content

Keyword density

Site maps, both XML and user facing

Usability and accessibility

Track target keywords

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Common Errors

Duplicate content

URL variants of the same pages

Off-site images and content on-site

Duplicate title tags

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SPAM

Hidden text

Hidden links

Keyword repetition

Doorway pages

Mirror pages

Cloaking

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Off Page SEO

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Off Page Checklist

Always start with keyword research, testing and selection

Use Keywords in link anchor text

Obtain links from high ranking publisher sites

One-way inbound links (not link exchange or reciprocal links)

Different keywords in your link-ads from the same site

Gradual link building technology (no growth spikes)

Use relevant keywords near your inbound link (contextual relevance)

Deep linking (from multiple pages to multiple pages)

Target a large list of keywords (5-500+)

Link from sites with a variety of LinkRanks

Track all active keywords and refine strategy as required

Discontinue campaigns if ranking does not improve

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Common Errors

Duplicate keywords in link avderts

Site-wide links causing link growth spikes

Using on-page SEOs to do the work of specialist off-page SEO's

Placing random links without keywords near your link advert

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SPAM

Link farms (sites with 100+ outbound links per page)

Using irrelevant keywords in your link-ads

Garbage links

Link churning

Hidden inbound links

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Social Media MarketingThe most influential and powerful form of SEO

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Social Media – explained by Donuts

Facebook – I Like Donuts

Twitter – I’m eating a #donut

Foursquare – This is where I eat donuts

You Tube – Here is a video of me eating a donut

Instagram – Here’s a vintage photo of me eating a donut

Linked In – My skills include donut eating

Pintrest – Here is a donut recipie

Last FM – I’m listening to donut

Google+ - I’m a google employee who eats donuts

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LinkedIn

259 million users

40% of users check daily

3 million business pages

2.1 million groups

94% of recruiters use LinkedIn to vet applicants

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Twitter

What can you say in 140 characters or less

645 million Users

58 Million Tweets per day or 9,100 per second

2.1 billion searches per day

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Facebook

Largest Social Media Site

over 1 billion active users

Open to anyone over the age of 14.

Must be a real person

Companies only have pages, managed by users.

People have friends

People ‘Like’ Pages.

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YouTube

Second largest Search Engine

65 hours of content uploaded a minute

4.25 billion content views per day

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Google+

300 million active users (100 million in china)

Average time spent per month 6min 47s