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(c) Jan Klin & Associates 2011

Maximising the Effectiveness of your Online Marketing – From Social Media Marketing to SEO

Jan KlinManaging PartnerJan Klin & Associates01928 788100


Search marketing– Search Engine Optimisation (SEO)– Pay per Click advertising (PPC)– Best practice

Links and Directories

Blogging – your bridge to social media marketing

Social Media Marketing – Facebook, YouTube, Twitter

Q&A

Agenda


Marketing Evolution

Conventional TV Radio Print ads Telemarketing Email shots Direct Mail

Modern Search marketing -

(SEO,PPC) RSS Permission based email Blogging Social media


– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Google Adwords


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


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


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


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


•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


Landing Pages

Its not just the home page which needs to engage your audience

Pages searchers and browsers land on which are ‘call to action’ rich

Designed to get visitors to contact you or buy from you


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/


SEO –Search Engine Optimisation


SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


SEO in Business to Consumer


SEO success in High Tech Manufacturing

SEO in High Tech


SEO success in High Tech


Google Base – shopping results

Google Base – Shopping Results


Google Places

-Address details on optimised (home) page- Geo info in ‘title’ tag-Entry in local directories – eg Yell-Entry in Tripadvisor if you are a hotel


1. Auditing your current performance

2. Strategic selection of keyphrases

3. Build Content around keyphrases on webpages– Utilise correct ‘keyword density’– Check/correct internal linking

4.Optimise metadata for the keyphrases

5. Implementing the changes– Phase the approach to new pages

6.Build Backlinks to your site

7. Monitor, Measure and Modify

Strategy and Process


The Spidering Process

http://www.microsoft.com/japan/ie/default.asp

http://www.google.co.uk/






Are you in the Google index?Site:www.yourdomain.com

Use the ‘Site’ command with your domain name at the Google search box

For Example: Site:www.businesslinkke

nt.com

497 web pages in the index

http://www.google.co.uk/


HTML Sitemap


Register with Google Webmaster Central (GWC)


Getting the right domain and hosting

UK company Targeting the UK In UK English Weak on inbound links .com domain But - Google thinks it’s NORWEGIAN

– Because that’s where it’s hosted…….











Keyphrase Selection

It’s a two stage process…

1. Developing the Initial List

2. Refining and shortlisting your choices

See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html


Developing the Initial List

- 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


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


www.digitalpoint.com

http://www.digitalpoint.com/


Keyphrase Analysis

Or…run a pay per click campaign!– 3 months

This way you’ll find out what really works– What converts to

sales or enquiries












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– Use pdf’s, word documents– New pages with related

content – eg history, background, instructions


The Keyword Density Issue for Visible Text

What do you think of this bit of copywriting!

Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets

1%-3% is ideal (keep below 10%) Check you density with:

– www.ranks.nl/tools/spider.html

http://www.ranks.nl/tools/spider.html


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

-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


www.aadrvarksafaris.com







3. Build Content around keyphrases on webpages

4.Optimise metadata for the keyphrases Title tag, description tag, keyword tag, H1 Tag (see lloyd and Asg)






Meta Tags – The Title tag

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


Meta Tags – The Title tag


Different Pages Optimised for Different Keyphrases

http://www.surviveall.co.uk/

http://www.surviveall.co.uk/


Meta Tags Keyword and Description tags











Where do links come from?

Directories– General– Industry specific– Some free some paid for

Strategic Partnership links Reciprocal links In newsgroups and other forums Portals

– Geographic– ecommerce

In Blogs Banners Affiliates Social Media sites











Google Analytics – free and comprehensive


Link Building


Link Building Strategies

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

2. It is an important factor in our search engine rankings– The more links the more

important we are for search engines

– CHECK YOUR LINKS AT www.linkpopularity.com


Where do links come from?

Directories-General-Industry specific-Some free some paid for

Strategic Partnership links Reciprocal links In newsgroups and other forums Social Bookmarking sites In Blogs Article and Press release

submission Affiliates

Free lessons at http://www.janklin.com/blog/

http://www.janklin.com/blog/


Use www.linkpopularity.com to check links

http://www.linkpopularity.com/


Yahoo Site Explorer


Where do these links come from?PR (‘Public Relations’) Sites

PR Directories

Examples– PRWeb– PR World– Marketwire– Business Wire– PR Newswire


Ensure Press Releases get Anchor text based links back to website


www.dgcos.org.uk Using Logos/accreditations to

get backlinks

Logo gets sent to accredited members to afix to their website

Code is included within the logo with ‘anchor text’ based link back to website


www.janklin.com – free lessons

http://www.janklin.com/blog/lesson-7-link-building-1


http://www.janklin.com/






- Social Media Marketing


Alexa.com – top sites worldwide


Social Media and SEO

Social Media Marketing is important in its own right– Facebook, Twitter, Youtube, LinkedIn

Social Media activity is increasingly important as a signal for search engine rankings– Particularly Twitter and Facebook

Social Media properties get displayed in search results– Google Universal and Digital Assets Optimisation


What can we use Social Media for?

Brand awareness

Brand advocacy

Generating traffic and sales

Customer service and information

Customer support


Social Media Marketing

Confused by Social Media?


Linking your digital assets


Your Blog-articles

-Press releases-Lessons-reviews-guides

……

PR sites(eg PRweb.com)

Social Bookmarking sites(eg delicious.com )

Social Networking sites(eg Facebook)

Syndicate content to other blogs

Microblogging sites(eg Twitter)

RSS to others

Email to contact database

Video sites(eg YouTube)

Submit to article sites


Put your blog at the epicentre of your social media and web marketing

A typical blog….


blog.everythingdinosaur.co.uk

Blogs twice a week

Captures several hundred ‘long tail’ phrases

Over half total web traffic comes from blog


Facebook and Marketing

Over 600 million active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site


What can I do on Facebook?

Set up a business page– Build a fan base, get found by search

Advertise directly Set up a personal page Engage in discussion groups and networks

Through interaction and engagement – Create brand awarness, build advocacy, generate traffic and sales,

customer service, research /data



www.winetravelguides.com


Develop your visibility

Create an engaging page– Events, videos, discussions, photos, blog

articles

Get found by search – based on content and number of ‘fans’– Get people to ‘like’ you

Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog– Advertise!


Advertise directly


Advertise Directly

Target by gender,age, location, keywords…

Use ‘pay per click’ or ‘pay per view’– Low click through rates so PPC best

Use Google Adwords content targeting


Winetravelguides.com – website, blog, facebook, twitter…


www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure

Facebook – 1054 fans– Advertises daily (£5/day)– Posts weekly– 55% of leads/sales via Facebook– One ‘big win’


What determines what I see in my ‘top news’ feed? – Edgerank Algorithm


My last visit to Facebook


What determines your position? – Edgerank algorithm


Edgerank Algorithm

95% of Facebook users use ‘top news’– Clearly if you want top visibility for your brand

you need to understand ‘edgerank’

Egderank based on:- Affinity, Edge weight, recency (so post

often)

‘Edges’ are every interaction you have on Facebook– Eg – uploading a photo, ‘liking’ something etc


Affinity

Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand

For example –– if you comment on someones photo they are more likely

to appear in your feed– If you snoop on someones profile (eg ex girlfriend) she is

more likely to appear in your feed

Therefore – ensure you get people to interract with your fan page!


Edge Weight All ‘edges’ arent created equal

We know that photos, videos and links have high edge weight

Knowing this we should use these edges and encourage people to interact with them– So use a variety of these objects in your status updates to

appeal to different people who respond to different object– Encourage them click on a photo or video– Encourage them to click on a link, etc– In short encourage interaction with you via multiple

objects


Lots of ‘likes’ -but how important is that?


Lots of interaction to engage fans, increase affinity and increase sales

Encourage interaction

Add free downloads of vids and music

Competitions (eg tickets to shows) to engage fans and their friends

Vids and music have high edge weight

Posting twice a day for recency


Use Twitter to promote latest music and games


Twitter - Microblogging

Twitter and promotion

Twitter and real time search


Twitter and Promotion

Promotion of your products, websites, events…..

140 characters BUT links back to more detailed content

Link your Blog to Twitter to save time


What not to do?….


Twitter and realtime search


Search for ‘royal wedding’ on 29/4/2011


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161

Twitter’s first real attempt at monetisation

Pay to have your selected tweats appear at the top of the search list

People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results

Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards

http://help.twitter.com/entries/142161


Cloggs and Social Media Started Sept 2009

3 in house members of marketing team – plus all staff encouraged to tweet

Daily activity on Facebook and Twitter

Encourage people to ‘share’ – ie post references on their walls

Encourage people to retweet

To date have around 17000 fans, and 9000 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

Helps with search engines

http://www.cloggs.co.uk/


http://www.facebook.com/Cloggs.co.uk

http://twitter.com/Cloggsuk


Cloggs and Social Media

They follow their competitors followers – who in turn follow them

Encourage people to follow/like them in return for getting regular offers and promotions

Use social media to enagage and interact with their customers – offers, problems , etc

Use social media also for email database sign-ups

Only generates less than £10k per month

Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen




YouTube and Video Now the number 2

search engine

Promote your products via YouTube and other video upload sites

Include videos within your own website



Optimise your clips…


Posted in other languages…


Google Plus – Serious Facebook competition?

45million users in first month

Similar functionality to FBook

No business pages yet


Google’s Plus One Coming soon – similar to

Facebooks ‘like’ button

Allows you to mark web pages you like from search results

Google will then include these sites in your search results

More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends

You need to be signed in, and have a Google profile


LinkedIn 100 million on line, Business focussed Set up a profile

– And get found Set up connections with other people

– Leverage the network affect Participate in groups

– Set up your own; participate with others Jobs

– Search for jobs, advertise your cv, advertise your position via your network


Set up your Linkedin profile

http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top


LinkedIn-Your connectionsLeverage the network affect


LinkedIn – participate in groups-or set up your own


www.backtype.com – monitor what people are saying about you on the web

http://www.backtype.com/



www.socialmention.com


UKTI mentions

http://www.socialmention.com/


Google Universal Search‘Digital Assets optimisation’


For a copy of the slides please email….

[email protected]

…also for free online marketing lessons

– Jan Klin & Associates– 01928 788100– 07946 513521– [email protected]

mailto:[email protected]

Technology

Cim hull-oct2011-distr