digital marketing turton - 1

(c) Jan Klin & Associates 2015

Get Your Website Noticed - Digital Marketing Essentials 2015

Jan KlinManaging PartnerJan Klin & Associates07946 [email protected]


What we’ll cover

SEO – search engine optimisation Beyond SEO – retargeting and display

advertising Pay per Click Content Marketing/Link building Social Media International visibility


SEO still essential..


SEO– Maximising your position in the hitlist - What’s changed?

36% of internet users perceive a company in the top search engine rankings to be a major brand

Source: iProspect search engine branding survey

Click to edit Master title style


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


SEO in construction


Galleries and case studies essential


SEO in the Travel Business


SEO success in High Tech Manufacturing

SEO in High Tech B2B


SEO success in High Tech


SEO in Business to Consumer


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?


What checks do we need to carry out?

The main ones are…


The Spidering Process


HTML Sitemap


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


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

http://www.linkdetox.com/

http://www.linkdetox.com/


Local results – maps, mobile, Google+


Local search –’Preston plumbers’


Map search – and on mobiles..


‘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


Some local 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


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


Accessing the Keyword Tool through Adwords

Login to your Adwords account Then tools and analysis>>keyword planner


https://adwords.google.co.uk/select/KeywordToolExternal

https://adwords.google.co.uk/select/KeywordToolExternal


Analytics and keywords


Keep this keyphrase list for use with other digital marketing


Using Google’s autosuggest

Another input into keyword analysis See what gets suggested and include

if relevant

BUT

Be aware of personalisation skewing– Results shown will reflect previous

click through activity


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





How do we do SEO?


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, romance

– Focus on natural writing of copy

Add new relevant content as often as you can

– New pages with related content – eg history, background, instructions


Google’s ‘Panda’ Update – Emphasis on Quality Content

Click to edit Master text styles– Second level– Third level

Fourth level– Fifth level

- Sites with copied content are getting penalised

-Emphasis needs to be on original and interesting content

-Copy writing needs to be a priority activity of SEO

-’Duplicate content’ is a definite no – no

-Also ‘fresh’ content favoured (latest update)

http://www.deangroup-int.co.uk/


Content strategy leads to high positions in many keyphrases


Quality textual content

http://www.mantracourt.com/products/wireless-telemetry

Scroll down to see good quality content

http://www.mantracourt.com/products/wireless-telemetry


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/yet-another-major-google-update

http://www.janklin.com/blog/yet-another-major-google-update


www.aardvarksafaris.comwww.aardvarksafaris.co.uk

http://www.aardvarksafaris.com/


You’ll need translated pages if you want to capture foreign language searches


In summary Write text as naturally as possible

Try to produce engaging 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


Meta Tags – The Title tag

http://www.asgservices.co.uk/


Meta Tags – The Title tag


metadata


Eye Tracking Study 2/3 of the time users initially looked at a listing for 7/100 of a second

Predominately looked at titles Across 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


Meta Tags Keyword and Description tags


Image search for ‘luxury villas portugal’

<img src="/images/image-gallerys/portugal/portugal-luxury-villa.jpg" alt="Beautiful luxury villa in portugal" />


Components of SEO





How do we do SEO?


Backlinks - Use www.linkdiagnosis.com to check your links


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


Check you Domain Authority


http://www.opensiteexplorer.org – to check your links and DA

http://www.opensiteexplorer.org/


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– That is – the higher Domain

Authority we have

– CHECK YOUR LINKS AT www.ahrefs.com


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


Retargeting in action


Why do people leave websites without making contact?

Not relevant Early stage competitive research Call of nature Cat jumps on lap Lack of calls to action Difficult to navigate site Abandons shopping cart

– eg don’t like delivery charges Etc , etc


Retargeting examplehttp://retargeting-companies.findthebest-sw.com/

http://retargeting-companies.findthebest-sw.com/

http://retargeting-companies.findthebest-sw.com/


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)


Retargeting in action


RTB – happens in less than 20 milliseconds!


Facebook Retargeting

Visit your site without 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


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 facebook advertising


Retargeting Types


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

http://www.janklin.com/blog/beyond-seo-revitalising-your-web-traffic





New slides

How do we do SEO?


Google Adwords - PPC


What determines your ads position?

Bid price

Advert effectiveness

Landing page quality


WHY USE PAY PER CLICK?

Capture many – 100’s, 1000’s of keyphrases– No website changes like optimisation

For short term promotions For new websites Drive country specific searchers

– Geographic targeting Keyphrase analysis

– More accurate than the tools For websites difficult to optimise

– Flash etc


PPC in the Travel Business


Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’


Capture the ‘long tail’

-200,000 keyphrases Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’

-Are cheaper AND convert tobusiness easier


www.villaretreats.com/ru

A series of Russian landing pages for luxury villas

PPC on Google and Yandex

SEO for these engines also


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


• 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


• The ad links directly to the relevant landing page

Do’s and Dont’s

Click to edit Master text stylesSecond level

●Third level●Fourth level

●Fifth level


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

http://www.free-employer-advice.co.uk/


RemarketingWhere

have I seen this ad before?


A few hours before –Remarketing

Click to edit Master text styles

– Second level– Third level

Fourth level– Fifth level


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

http://www.mantracourt.co.uk/


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


Geo-targetingmultiple countries through the same sitehttp://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=62399


Mantracourt solution

Professionally produced main language pages for each country

Auto translate on other pages


Auto translation is not perfect!


For a copy of the slides….

Just email – [email protected]– Direct: 07946 513521

– J A Klin & Associates– Westmount, Hollow Lane, Kingsley, WA6 8EG

mailto:[email protected]


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’

http://www.janklin.com/blog/bid/158072/Website-Design-For-Online-Marketing