The Web Wonder In 40 Minutes

The web The opportunity of a 1000 lifetimes

Websites Copyright Great Marketing Works 2009 (c)

Websites… How many websites in the world? How should a website look? What should it make someone feel? (Discuss) Copyright Great Marketing Works 2009 (c)

Powerhouses! Could we learn a thing or two off the biggest players on the net? After taking out obvious search engines and social networking sites, i.e. Google, MSN, Facebook who comes in next? No. 7 BBC - http://www.bbc.co.uk/ No. 9 Ebay - http://www.ebay.co.uk/ No. 14 Amazon - http://www.amazon.co.uk No. 18 Virgin - http://www.virginmedia.com/ No. 27 HSBC - http://www.hsbc.co.uk No. 30 Orange – http://orange.co.uk/ No. 46 Play.com - http://www.play.com/ No 70 ASOS - http://www.asos.com/ Copyright Great Marketing Works 2009 (c)

The basics We got 43 minutes to teach you about SEO and PPC. This is possible. But it’s a lot of information – so take notes and stay alreat. Turn to the person next to you. And Say Hang on.... Ok what we will cover today are: SEO – both onsite optimization and off site Keywords – what they are and how to research them Links – which ones you should get Results – how to monitor and become more successful PPC – why you should use it this afternoon Web 2.0 - what else you can do to help with traffic Copyright Great Marketing Works 2009 (c)

SEO Copyright Great Marketing Works 2009 (c)

SEO Everybody knows what this stands for? Search Engine Optimization This therefore carries for ALL in theory. But each one is also different. Copyright Great Marketing Works 2009 (c)

The basics How many people use GOOGLE as their home page? How many people really use the internet any more? What is the percentage of user that Google controls? In the world? In the UK? What make Google different? What does Google love? Speed Relevance Keywords Links Results More traffic Copyright Great Marketing Works 2009 (c)

Keywords – what are yours? Marketing using Keywords: Researching your keywords Google keywords analysis: https://adwords.google.com/select/KeywordToolExternal SEO book http://tools.seobook.com/keyword-tools/seobook/index.php You can also use things like: WordTracker and Keyword Discovery – amongst others. Copyright Great Marketing Works 2009 (c)

Copyright Great Marketing Works 2009 (c)

Get more people to your site – online methods Marketing using Keywords: (Hair2stay.co.uk) Researching your keywords Why research? Surely we know the best words for our market. Hair2stay the company are ‘trichologists’ and so they very proudly own www.trichology.co.uk How many people search for trichology? Copyright Great Marketing Works 2009 (c)

Keywords Never presume: Trichology - 16 a day hair loss – 760 a day Copyright Great Marketing Works 2009 (c)

Get more people to your site – online methods Marketing using Keywords: (Hair2stay.co.uk) What about if I like two different keywords – Which one is best? Google trends / zeitgeist: http://www.google.com/trends Then rank them against each other: Balding vs. hair loss the difference is stark Copyright Great Marketing Works 2009 (c)

Balding vs hair loss Copyright Great Marketing Works 2009 (c)

Keywords Never presume: Who owns the market for your keyword Copyright Great Marketing Works 2009 (c)

Get more people to your site – online methods Marketing using Keywords: Who owns the market for keywords? Different people use different search engines. The activity in the marketplace at present with different companies merging together and buying each other out proves that NOT ONE PLAYER controls everything. Not always Google – the market leader but not in all keywords. From my own findings for clients. Older people still use Yahoo and even Ask. Younger people use Google. Business people and sales tend to use MSN more. Copyright Great Marketing Works 2009 (c)

Keywords Never presume: People can sppell Copyright Great Marketing Works 2009 (c)

Get more people to your site – online methods Marketing using Keywords: Spelling mistakes: How much do you think the spelling mistakes count for. Example: Accommodation Accomodation Copyright Great Marketing Works 2009 (c) 40% of the search volume for accommodation.

Fairly new for your keyword searches Ask Google what people used to search for: New is Google insights: even more fun http://www.google.com/insights/search/# Copyright Great Marketing Works 2009 (c)

What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright www.greatmarketingworks.co.uk 2009 ©

What about by region and new phrases? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©

What about the trends in just the UK? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©

I know! But this is relevant to all ideas! As it shows you more information in a minute – than we used to get in a year! Copyright www.greatmarketingworks.co.uk 2009 ©

Keywords What do we do with them? It’s not just about the stuffing. Copyright Great Marketing Works 2009 (c)

How important are keywords? On-Page (Keyword-Specific) Ranking Factors Keyword Use Anywhere in the Title Tag Keyword Use as the First Word(s) of the Title Tag Keyword Use in the Root Domain Name (e.g. keyword.com) Keyword Use Anywhere in the H1 Headline Tag Keyword Use in Internal Link Anchor Text on the Page Keyword Use in External Link Anchor Text on the Page

On-Page (Keyword-Specific) Ranking Factors (contd) Keyword Use as the First Word(s) in the H1 Tag Keyword Use in the First 50-100 Words in HTML on the Page Keyword Use in the Page Name URL (e.g. seomoz.org/folder/keyword.html) Keyword Use in other Headline Tags (<h2> – <h6>) Keyword Use in Image Alt Text Keyword Use / Number of Repetitions in the HTML Text on the Page

On-Page (Keyword-Specific) Ranking Factors (contd) Keyword Use in <b> or <strong> Tags Keyword Density Formula (# of Keyword Uses ÷ Total # of Terms on the Page) Keyword Use in the Page’s Query Parameters (e.g. seomoz.org/page.html?keyword) Keyword Use in the Meta Description Tag Keyword Use in the Page’s File Extension (e.g. seomoz.org/page.keyword) Keyword Use in Comment Tags in the HTML Keyword Use in the Meta Keywords Tag

Ok I will send you those pages Let’s go through a bit of that if we haven’t heard those terms before. If we have and get it – let’s skip it. Copyright Great Marketing Works 2009 (c)

H1 Headline Tag, meta and the rest Things you can do today to optimise your own site: Optimise your code – how do we look at it? Right click – view source…. There you go. Make sure your meta description is in there. Make sure your title is in there. There are many things you can do Today. Change your title tags Change your meta Change your alt tags Use the H1’s more Get your keyword reps right

On-Page (Non-Keyword) Ranking Factors Existence of Substantive, Unique Content on the Page Recent (freshness) of Page Creation Use of Links on the Page that Point to Other URLs on this Domain Historical Content Changes (how often the page content has been updated) Use of External-Pointing Links on the Page Query Parameters in the URL vs. Static URL Format Ratio of Code to Text in HTML Existence of a Meta Description Tag HTML Validation to W3C Standards Use of Flash Elements (or other plug-in content) Use of Advertising on the Page Use of Google AdSense (specifically) on the Page

Key ones you can change today Existence of Substantive, Unique Content on the Page How often do you change your content? Why is this important? What do the google bots do? Recent (freshness) of Page Creation How can you create more pages? How can you change your content? The Power or otherwise of Blogs.

Key ones you can change today Use of Links on the Page that Point to Other URLs on this Domain This is easy – this is just internal hyperlinking. Historical Content Changes (how often the page content has been updated) Have you been good – all the time – what happens when you bad? Use of External-Pointing Links on the Page Are you linking to other people? Who is linking to you? What page rank do they have / do you have?

An example of SEO in real time action. An example of SEO in real time action. Two sites selling the same car: http://www.lmcl.co.uk/ http://www.emmodels.co.uk/ Which one wins by the name? Let’s see them and guess which one wins by the site.

Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site we put up last week Never presume:

Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site put up last week Never presume:

Why did we win? The power of SEO With www.lmcl.co.uk we used seo We linked into ourselves, we created alt descriptions, the url’s made sense, we were totally relevant. We did what Google wants. Time to get even more technical.

How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Don’t have it – get it from Google downloads.

How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Then you go to cache snap shot of page and then Full text only.

This shows you WHAT THE GOOGLE BOTS READ. (from our friend’s car site it is.)

What do those bots read? WHAT GOOGLE BOTS READ. Is whatever comes first, whatever you put in the most of, and whatever is relevant to the search i.e. the keywords, as well as the links to the page they are reading.

What do those bots read? They read keywords. So we had better get good at knowing what good keywords are.

Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same

Get more people to your site – online methods Marketing using PPC. Google adwords – PPC version for Google Adwords is genius and a MUST for you It contains several elements: The adverts – teaches you how to monitor and how to create powerful concise copy / headlines. Rewards and optimization – teaching you about relevance and how to maximise your spend. Keywords – teaches you about meta tags and keywords for your own site and about SEO. Keywords we have done – so these are covered.

Explanation Throughout this workshop I am going to use a mixture of live demonstrations and case studies from past clients and success stories. These will come from different real companies.

How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money

PPC adverts The rules: Remember keywords, ad variations and relevance.

Other rules in adwords. Google has certain other rules for adwords. You cant lie in your adwords. You can USE CAPS to emphasise. You cant use misleading words. You can give too definite statements without back up. You cannot sell certain items through it. You cannot be offensive. You cannot use another persons brand name. You can use bold to emphasise from March 09.

PPC adverts and how they are made Remember three elements: Budget, location, and monitoring.

PPC adverts and how they are made Remember make more than one advert And then monitor the heck out of it.

Advanced opt in pages What about if you had four or five different opt in pages, aligned to five different perfected adverts, using keywords from your research. What would happen?

PPC adverts and how they are made Monitoring and measuring are the cornerstones to all great marketing.

Web 2.0 Web 1.0 was about connecting people to information. Now with web 2.0 its about connecting people with people. Social networking and web 2.0 tools are a double edged sword. As marketing legend Seth Godin puts it: The best new media (like blogs and possibly twitter) open doors to people who didn't used to have a voice. The worst ones (like blogs and possibly twitter) merely create new venues for scams and senseless yelling. It is this ‘voice’ that we can start to listen to…. Copyright www.greatmarketingworks.co.uk 2009 ©

Web 2.0 So how could we listen to them? Maybe set up a group of facebook and see reaction? Why? People spend 3x’s amount of time on facebook than Google. Users spent an average of 5 hours, 46 minutes on Facebook in the month of August. Maybe listen through Twitter? http://twitturly.com/ It’s audience is growing and growing especially below the 35 year age group. Maybe see how many people blog about it? http://technorati.com/ Copyright www.greatmarketingworks.co.uk 2009 ©

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