Rosey Broderick, WebResults.ie SEO & Web Analytics Maximise leads through your web presence Do you want To grow your business and bring it to the next level To bring on clients that truly understand the benefits your services bring and the expertise you provide To ensure that your marketing efforts and resources are focused on what works? To use the web to get people to pick up the phone or contact you to set up a face to face meeting 1
Optimising your Web Presence by maximising your SEO & Analytics efforts Free Tools you can use Some predictions for 2014 Takeaways The Approach Step 1: Set clear business objectives Step 2: Understand your marketplace Step 3: Analyse your existing web presence Step 4: Devise a strategy & put an action plan in place to drive quality visitors Step 5: Measure/Monitor to establish what is working and what isn t 2
What are your business objectives for 2014? How can the web help you achieve them? Where are you now? Where are to want to go? Set clear realistic targets having assessed your market potential and your company resources 3
Understand your market and specific sectors 4
Understand their behaviour How can you help them? What triggers them to look for your services? What are their motivations / What are their issues? Where do they search? / What do they search for? What other sites do they use? What information is useful to them NOW? Understand their behaviour 5
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What are your competitors doing? 7
Web Analytics How is your website currently performing with visitors?..with the search engines? How is your Social Media Profile? What are people saying about you your services? Is you site mobile responsive? 8
Devising a Digital Marketing Strategy Devising an SEO strategy 9
What is SEO? Which Search Engines? Search Engine Market Share - Ireland: Google 94.82%, Bing 2.45% Yahoo 1.99% Ask Jeeves 0.58%, AVG Search 0.05% 10
How the search engines work? 11
What is indexed? What gets the google users attention? 12
What are the search engines looking for? (1) Local #1 - "best pizza in Chicago Modified F-shaped pattern here, with most activity centering on the top results and some eye movement toward the map the top listings attracted the most attention 13
(2) Local #2 - "pizza" Local search for pizza. A couple of organic results followed by an integrated 7-pack that more clearly separated Local/Places results. (3) Video Thumbnails - "how to make a pizza" Impact of video thumbnails in organic SERPs how to make a pizza brought up video thumbnails for the #2 and #3 spots. The subjects eye movements focused on the first video thumbnail, possibly even at the expense of the #1 organic result. For something as visual as a pizza, the attraction of an image could really tip the click-through scales 14
(4) Product Images "pizza cutters" This brought up brand and store searches at the top, along with images for shopping results after the 3rd organic listing. Some pull toward the product images, although the top organic results still do fairly well. The Related Searches seem to get relatively little attention, even though they appear where the first organic result would usually be. (5) Expanded Sitelinks - "Pizza Hut" Brought up 6 expanded sitelinks. Not surprisingly, this search also triggered some local results. Although the Pizza Hut listing gets some fixations, there seems to be a strong pull toward the local listings. Even with a full pack of expanded site-links, the main Pizza Hut site got much less When you want pizza, you want pizza, not a corporate history Source: http://www.seomoz.org/blog/ eyetracking-google-serps 15
Google keyword planner http://www.marketsamurai.com/ Keyword discovery Wordze.com Wordtracker.com 16
Active searches relevant to your business 17
Identify 2 target markets? What do you think are the most important keywords for each target market? Now equipped with the most important keywords for your business - Build them into your website - Structure your website around these key phrases/ keywords - what pages /info do you need on your website - What other media can you use - Build links into your website with anchor text using relevant key words 18
Google + Local - critical if you are offering a local service 19
Link Building Possibly the MOST IMPORTANT aspect of SEO Other websites targeting the same profiles/ target markets? Other websites with good authority on the search engines Social Networks and relevant informational websites 20
Content Strategy It is based on your target markets behaviour that you decide on your content plan What combination of content, tools, functionality, activities do you need to put in place to address your prospects at each stage of the process? Understand their behaviours at each stage of the purchase process Not actively looking for a consultant Thinking about bringing in a consultant in your area Actively searching for specific consultant with specific skills in your area Closer to sign off SEO & the Importance of Social Media 21
Give away something of value 22
Get them interacting with you 23
Web Analytics Why do we measure? 24
What do we measure Track your competition & benchmark Monitor your reputation & take measures Understand your customer s web journey & drop-offs Optimise Goal Setting We want to get more clients We want to increase our leads by 20% 25
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Analytics tools and tools for measurement http://ignitevisibility.com/50-seo-tools/ 29
Analytics take aways Define you business objectives Establish Key Performance Indicators which measure your objectives Identify and set up goals and appropriate tracking for your website Set up reports to display the relevant stats Continuously analyse data Never assume, always test Use other tools to understand visitor behaviours if they give you more insights 2013 predictions 30
Where do we start 31
Rosey Broderick, WebResults.ie Thank You Rosey Broderick, WebResults.ie Questions Thank you 32
1. Meta Data a) Title Tags b) Description Tags c) Keywords Tags 2. Images a) Alt tags b) Image file names 3. Textual content a) Headers Tags b) Links Text c) Formatted text - bold, Italics etc d) Optimisation of content 4. Naming of other files/media used 5. Customised URLs/Rewriting URLs 6. Breadcrumb trail 7. Site Maps (HTML and Google Sitemap XML) 8. Ability to share info social networks 33
Google guidelines Make pages primarily for users, not for search engines. http://www.google.com/support/web masters/bin/answer.py?answer=35769 #1 Analytics - Copy & Install tracking code 34
What do you want to achieve 35
Reach 36
Engage Where do we start? What will give us the biggest uplift in? First time/repeat visitors 37
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Tip. Use Feedback tools Why not What 39
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