Business Expansion - Digital Marketing Essentials Jan Klin Managing Partner Jan Klin & Associates

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1 Business Expansion - Digital Marketing Essentials 2015 Jan Klin Managing Partner Jan Klin & Associates jan@janklin.com

2 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

3 SEO still essential..

4 SEO Maximising your position in the hitlist - What s changed? 36% 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: Source: iprospect search engine branding survey

5 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

6 SEO in construction

7 Galleries and case studies essential

8 SEO in the Travel Business

9 SEO in the Travel Business

10 SEO in High Tech B2B SEO success in High Tech Manufacturing

11 SEO success in High Tech

12 SEO in Business to Consumer

13 How do we do SEO? 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

14 What checks do we need to carry out? The main ones are

15 The Spidering Process

16 HTML Sitemap

17 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

18 Check your links at Check you backlinks with 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

19 Local results maps, mobile Google+

20 Local search Preston plumbers

21 Map search and on mobiles..

22 Google My Business Integrates maps, Google + and website Go to 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

23 Some 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

24 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

25 Accessing the Keyword Tool through Adwords Login to your Adwords account Then tools and analysis>>keyword planner

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27 Analytics and keywords

28 Keep this keyphrase list for use with other digital marketing

29 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

30 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

31 How do we do SEO? 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

32 Textual content is King There is no substitute for good keyword rich content At least 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

33 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 -Also fresh content favoured (latest update)

34 Content strategy leads to high positions in many keyphrases

35 Quality textual content rt.com/products/wirele ss-telemetry Scroll down to see good quality content

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41 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 t-another-major-google-update

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

48 In summary Write text as naturally as possible Try to produce engaing 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

49 Meta Tags The Title tag

50 Meta Tags The Title tag

51 metadata

52 IMPORTANCE OF TITLES AND DESCRIPTIONS 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 Source: Marketing Sherpa Study, August 2005

53 Meta Tags Keyword and Description tags

54 Image search for luxury villas portugal <img src="/images/imagegallerys/portugal/portugal-luxury-villa.jpg" alt="beautiful luxury villa in portugal" />

55 Components of SEO

56 How do we do SEO? 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

57 Backlinks - Use to check your links

58 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

59 Check you Domain Authority

60 to check your links and DA (c) Jan Klin & Associates 2012

61 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 CHECK YOUR LINKS AT

62 The case for Re-Targeting Keyword garden offices 2000 searches per month 3 rd 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

63 Retargeting in action

64 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

65 Retargeting example

66 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 address and phone number)

67 Retargeting in action

68 RTB happens in less than 20 milliseconds!

69 Facebook Retargeting Visit your site with 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

70 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

71 Retargeting Types

72 Retargeting See more on retargeting at Jan Klin s blog and also a list of suppliers. nd-seo-revitalising-your-webtraffic

73 How do we do SEO? 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 New slides

74 Google Adwords - PPC

75 What determines your ads position? Bid price Advert effectiveness Landing page quality

76 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

77 PPC in the Travel Business

78 Capture The Long Tail Eg Health insurance versus health insurance for diabetics,.for over 45 year old men

79 Capture the long tail -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases worcester Greenstar 28i junior combi boiler -Are cheaper AND convert to business easier

80 A series of Russian landing pages for luxury villas PPC on Google and Yandex SEO for these engines also

81 How pay-per-click works Title & Description Targeting Drives Quality of Leads Search Term Research & Targeting Drives Quantities of Leads Drives Conversions Landing Page Targeting

82 Do s and Dont s Choose titles and descriptions that are relevant to the search Strong call to action Repeat search terms in the ad

83 Do s and Dont s The ad links directly to the relevant landing page

84 An Ideal Landing Page -Many calls to action -Include words which reflect what has been searched for -eg employment law -Build trust eg customer testimonials -appropriate images

85 Remarketing Where have I seen this ad before?

86 A few hours before Remarketing

87 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

88 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

89 Geo-targeting multiple countries through the same site

90 Mantracourt solution Professionally produced main language pages for each country Auto translate on other pages

91 Auto translation is not perfect!

92 For a copy of the slides. Just jan@janklin.com Direct: J A Klin & Associates Westmount, Hollow Lane, Kingsley, WA6 8EG

93 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

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