how to win online | ecelticseo | out on your own conference | rds

How to Win Online

BRIAN MARTIN

Brian Martin | How To Win Online

Welcome to

OUT ON YOUR OWN 2011

Overview

10 free tools to help your business grow online

Bootstrapping e-Commerce success

How to build traffic and brand awareness online

Converting traffic to customers


10 Free Tools to Help Your Business

Grow Online


Category 10

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4

6

8

10

12

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Axis Title

Axis Title

Google Docs1


Freedcamp

2


Google

Google Keyword Research Tool

Google Insights

Google Trends

Google Alerts

Google Analytics

Google Places

Google Adwords (Coupons)

3


Google Adsense

Google Mail

Google Calendar

Google Sites

Google +

Google Webmaster Tools

Google Website Optimiser

Google Translate

Elance* / Fiverr*

4


SlideShare

5


Zoho CRM

6

Brian Martin | Advanced SEO

MailChimp

7


SurveyMonkey8


HootSuite

9


Mikogo

10


€


You just saved €5,000

Bootstrapping e-Commerce

Success


Registration of .IE DomainsF


ACT

Why do you need to invest in promoting your website?

€75k p.a compared to the minimum wage

Measurable: Plethora of data to help make informed decisions

It’s where the Market is

BUT It's not an overnight success and not a one time effort either

Q


eCommerce EvolutionQ


Paddy Power – 319 Retail OutletsF


ACT

Online Profit = 1453 Retail Outlets F


ACT

Think BigF


ACT

Leverage MarketsT


How to build Site traffic

&Brand awareness


Build it and they will come?Q


Internet Channel Overview

Your website

Everything else Email (Outbound)

Search Engines (Inbound)

Other Websites (Mixed) Social Networks

Social Bookmarking Sites

Blogs

Q&A sites

Forums

Video sites

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ACT

SEO as a ChannelF


ACT

What is SEO?Q


Why SEO?

Building a bigger funnel

Increasing site rankings in search results and attracting qualified traffic

Same core principles of marketing apply with technical focus - Merchandising, PR, display advertising, sales

Trust in Google, 2nd most respected brand, buying intent in consumers

"You can't manage what you don't measure" -> Analytics

Q


How do I Rank on Google?million dollar Que$tion

A site that is well designed, optimised and promoted

OnPage Accessible site Targeted keywords present Hub of valued content

OffPage Strong inbound links profile Social Media

Mix PR/community management Reputation Management - brand/site mentions Local optimisation

Q


Short Tail Versus Long TailF


ACT

LinksF


ACT

SEO vs. PPCF


ACT

Converting Traffic

toCustomers


Content

Become an authority or a resource

Curator

Unique (Pitfalls of duplicate content)

Keyword research

Mix of brainstorming & statistical research

Good content isn’t good enough

Good SEO is a rising tide that lifts all keywords

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ACT

Give it away Free?F


ACT

Tips


T

Tips

Video is 53 times more likely to appear in search results

Make sure your CMS is SEO friendly out of the box, we recommend

Magento for eCommerce sites, Wordpress for non-transaction site/blog

A blog is a must, be creative

Transparency online – more price sensitive than offline

The best way to get traffic? To deserve it.

Think long term and holistically


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Out On Your Own 2011

@ecelticseo

[email protected] for any questions!

Thank You!


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mailto:[email protected]

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