Online Marketing -Where Search meets Social. Jan Klin Managing Partner Jan Klin & Associates

Online Marketing -Where Search meets Social Jan Klin Managing Partner Jan Klin & Associates 01928 788100 jan@janklin.com

Business Growth through Online Marketing

SEO -Still the main method..

SEO Maximising your position in the hitlist - What s chamged? 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

SEO in construction

Galleries and case studies essential

SEO in the Travel Business

SEO in High Tech B2B SEO success in High Tech Manufacturing

SEO success in High Tech

SEO in Business to Consumer

Google Places before -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

Google Local - After

Google Walk in/ Through www.ruachdesigns.co.uk/

Strategy and Process 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

The Spidering Process

HTML Sitemap

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

Developing the Initial Keyphrase 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

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

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

Keep this keyphrase list for use with other inbound marketing

Analytics and keywords

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

Components of SEO

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

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)

2 nd only to Wikipedia!

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

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 http://www.janklin.com/blog/yetanother-major-google-update

www.aardvarksafaris.com www.aardvarksafaris.co.uk

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

Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 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) 5. Implementing the changes Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify

Meta Tags The Title tag

Different Pages Optimised for Different Keyphrases

IMPORTANCE OF TITLES 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

Meta Tags Keyword and Description tags

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

Components of SEO

Backlinks - Use www.linkdiagnosis.com to check your links

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

Check you Domain Authority

http://www.opensiteexplorer.org to check your links and DA (c) Jan Klin & Associates 2012

Its all relative! -The number and quality of links you need is driven by the competition! -Determine your competitors DA and link numbers to drive your activity

Where do the links come from? http://www.touchgraph.com/tggooglebrowser.html Many places but we need to develop them in a structured way Directories General Industry specific Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Social media sites SEE LATER In Blogs Banners Forums Affiliates RELEVANCE more important than ever!

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 www.ahrefs.com

Natural links are a by-product of good content marketing Attracting links via your blog Distributing press releases Article distribution News stories Social media bookmarking sites Etc, etc

Link Building Post Penguin Don t buy links Don t contract with link builders who use link farms Don t get involved in comment spam on blogs and forums Don t build too many multiple links from the same ownership sites Don t use the same anchor text over and over again Do see www.janklin.com/blog

Check your links at www.linkdetox.com Check you backlinks with www.linkdetox.com 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

www.theworks.co.uk - gaining links form authority blogs - 5 free books sent to book bloggers every month - Books reviewed and links given to TheWorks from high authority blogs

Europages An Effective European Business Directory

Content outreach- Present your content to relevant blogs

www.thomassmithfasteners.com/blog/ www.thomassmithfasteners.com Produce blogposts on a regular basis and distribute via Facebook, Twitter etc Revisit interesting blog posts, re-generate the copywriting then redistribute to relevant blogs Eg racing car blogpost to racing blogs

Make your content shareabale Produce high quality content for example an really interesting blog article Ensure it easily shareabale Amount of sharing is an increasingly important ranking factor Also provide good quality content for other sites and blogs

Using Image sharing sites Image sharing sites Your images can be found and will lead to web traffic directly Your images can be offered to others in exchange for a credit/link

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

Where do these links come from? PR ( Public Relations ) sites New Directories try http://www.newsnow.co.uk PR Directories Examples PRWeb PR World Marketwire Business Wire PR Newswire

www.janklin.com free lessons http://www.janklin.com/blog/l esson-7-link-building-1 http://www.janklin.com/blog/l esson-10-link-building-2

Google Analytics free and comprehensive