UK UK www.shcl.co.uk susan@shcl.co.uk Agenda for Today Getting Found in Google Social Media Marketing Adwords Pay Per Click Advertising Promotion Techniques Google Analytics susan@shcl.co.uk Page 1
UK Getting Found in Google susan@shcl.co.uk Page 2
UK How do search engines work? A search engine is made of three basic components: A Spider or Robot An automated a browser, it searches the web for new websites, or changes to websites, and then strips out the text content A Storage System or Database A record of all the pages viewed by the Spider A Matching Process or Relevancy Algorithm The rules that tell the search engine how to determine what would be relevant to your search In a nutshell Build a site that s easy for the search engines to find and process Search Engine Friendly Write words that customers will use to find your site Keyword Rich Get important websites in similar topical communities to link to you Inbound Linkage Strategy susan@shcl.co.uk Page 3
UK Title Tags susan@shcl.co.uk Page 4
UK Title Tag Title Gaffes susan@shcl.co.uk Page 5
UK Identical Title Tags Meaningful Title Tags: Bitesized Chunks susan@shcl.co.uk Page 6
UK Editing Your Title Tags Title Summary Google indexes every page individually Every page can have it s own specific title First words most important (left to right) Consider whether company names needs optimising or not Avoid stop words, dead words (Welcome, Home, the, of..) Keyword density susan@shcl.co.uk Page 7
UK Key phrase rich content Spiders need Spider Food: Text susan@shcl.co.uk Page 8
UK Spiders Need Text Food Title Meta Tags Headings Body Copy First paragraph Bold text ALT tags Navigation Google Keyword Research Tool susan@shcl.co.uk Page 9
UK What does Google Know about your Site? Google Page Rank susan@shcl.co.uk Page 10
UK Inbound Links to your website http://siteexplorer.search.yahoo.com/ Your SEO Formula Title Text Keyword Rich Copy Inbound links Quality (Topical & Page Rank) Anchor Text Quantity Roadblocks susan@shcl.co.uk Page 11
UK That finishes Search Engines Any questions? Part Two: Making the Most of Social Networks susan@shcl.co.uk Page 12
UK Who is doing Social Networking? susan@shcl.co.uk Page 13
UK Social Media: The Groundswell Listening Participating Energising Influencing Engaging Helping Step One: Monitoring Your Digital Footprint Google Search Google Alerts Google Blog Search Social Mention Monitter Serph Blog Pulse susan@shcl.co.uk Page 14
UK Step Two: Identify Your Success Criteria Sales Visits to website Awareness Engagement Profile Step Three: Identify the Social Media Tool Which tools do your target market use? Blogging Social Networking Twitter YouTube susan@shcl.co.uk Page 15
UK Blogging It s just a type of web page Brief articles or postings Comments Categories Central theme Updated regularly Date stamped Reverse chronological order Automatic syndication Twitter Resources Twitter.com search.twitter.com Twitterfeed.com Ping.fm Twhirl.org Tweetdeck.com Twitpic Twitterific susan@shcl.co.uk Page 16
UK Twitter Tips Register both your brand and your personal name Consistent name across different social platforms Memorable, punctuation-free handle Change your background image It s not about selling! Good will advertising, sharing, networking Start tweeting before connecting Integrate with your website The World of Social Networking Facebook MySpace LinkedIn Friendster Stumbleupon Orkut Xanga Yahoo!360 susan@shcl.co.uk Page 17
UK YouTube Overview YouTube Account: Consistency of your brand name YouTube Channel Google Universal Search Embedded Video Optimising your video for search Title Description URL Reviews Trust Keep an eye out! Right of reply susan@shcl.co.uk Page 18
UK Mashups Reality Checklist Go For It: You want a human voice You want to share knowledge & information Allow others to join in You can deal with the messiness You have the basics covered Forget It: You are a control freak Everything has to be vetted centrally Your audience is not online Your organisation is not ready for change You don t have the time or inclination to provide assistance susan@shcl.co.uk Page 19
UK Creating Your Plan of Action Select your top priority You can t do it all! Set your goals What you are going to do What you hope others will do as a result Understand your numbers: visitors, subscribers, customers Set aside the time it is going to take: ½ an hour a day? Part Three: Google AdWords d Pay Per Click susan@shcl.co.uk Page 20
UK Why Use Pay Per Click (PPC)? To get top search results listings quickly To buy specific phrases right now To drive more visitors to your website To get more enquiries/sales/leads Short term boost To gain control of your visibility To reach foreign markets Research Your Competition susan@shcl.co.uk Page 21
UK Google Keyword Research Tool 95 Precious Characters: Creating Great Ads Headline: keyword rich Second line: benefit Third line: feature and/or call to action Negatively qualifying Destination URL susan@shcl.co.uk Page 22
UK PPC Landing Pages PPC Landing Pages susan@shcl.co.uk Page 23
UK Inside Your AdWords Account AdWords Quality Score Factors Keyword's Click through rate (CTR) Ad text relevance Keyword relevance Landing page relevance Account performance Other factors susan@shcl.co.uk Page 24
UK PPC as an Acquisition Tool Advantages 1. Immediate results 2. Highly flexible 3. Highly responsive 4. Transparent costs 5. Directly measurable Disadvantages 1. Intensely competitive 2. Expensive keywords 3. Short term benefit 4. Ongoing costs 5. Steep learning curve Quick Dynamic Realism. SMARTs PPC Questions to Ask How much can you afford to spend on the campaign, given your product margins and conversion rates? Which h audience are you trying to reach with the campaign, and what is your proposition? How will you know if the campaign has been a success? Do you have time and skills to manage the campaign yourself, or should you be using an agency? susan@shcl.co.uk Page 25
UK Part Four: Promoting Your Business Email Marketing: The Killer Retention Application Quick to produce, cheap to deliver Keep in touch during your customer lifecycle Automated touch points Keeping customers informed Segmenting your customer base Tracking & measuring your results susan@shcl.co.uk Page 26
UK Special Offers Win Back Strategies susan@shcl.co.uk Page 27
UK Customer Satisfaction Surveys Email Newsletters susan@shcl.co.uk Page 28
UK Email Marketing Metrics Part Four: Google Analytics susan@shcl.co.uk Page 29
UK The Analytics Dashboard What Are You Measuring? Goals usually an action that results in revenue, or some other outcome Events steps along the way that lead to the goal, which can also include behaviour that shows intention, or the user experience Key Performance Indicators (KPIs) that demonstrate that you are achieving your goals susan@shcl.co.uk Page 30
UK Analytics Jargon: Key Metrics Hits: request to the server, & so meaningless! Pages: unit of content Page Views: number of times a page was successfully requested Visits or sessions: interaction by an individual within a specified period of time Unique visitors: number of individual people visiting the site within a specified period of time New visitors first time visitor Repeat Visitors: two or more visits within the timeframe Return Visitor: not a new visitor All Purpose Dashboard Site Usage (default) showing Visitors Overview All Traffic Sources New vs Returning Keywords Top Content AdWords Campaigns Goals Overview susan@shcl.co.uk Page 31
UK Internal Site Search Content > Site Search What phrase are people searching for on your site? What page did they search from? A true measure of Customer Intent Use it to improve landing pages, cross promote your products, adjust your strategy Must be set up Google Analytics Tracking Code: GATC Best Practice Implementation Tag all your pages Place tags at bottom of HTML, just before the </body> tag Place tags inline, not inside a table in a frame... Consider link coding issues Anchors Multiple source links to same target Redirects susan@shcl.co.uk Page 32
UK What Have We Talked About Today? Getting Found in Google Social Media Marketing Adwords Pay Per Click Advertising Promotion Techniques Google Analytics UK www.shcl.co.uk susan@shcl.co.uk susan@shcl.co.uk Page 33