Online Marketing Workshop (29th July 2014)

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Online Marketing
Making the most of your digital presence

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John Nunn
Tortrix Ltd
Solutions Architect / Managing Director
john@tortrix.net
@johnnunn | @tortrixltd
john.nunn.779 | tortrixltd

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Agenda Day 1
9:00 – 9:30 Coffee & Registration
 What is Online Marketing
 An Overview of Search Engine Optimisation (SEO)
10:30 – 10:45 Coffee
 On Page SEO
 Off Page SEO
12:00 – 12:45 Lunch
 Social Media Marketing
 LinkedIn
 Twitter
 Facebook
14:00 – 14:15 Coffee
 You Tube
 Google+
 Other Social Media Networks
15:00 Close

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Agenda Day 2
9:00 – 9:30 Coffee & Registration
 Search Engine Marketing
10:30 – 10:45 Coffee
 Search Engine Marketing
12:00 – 12:45 Lunch
 Google Analytics
14:00 – 14:15 Coffee
 Google Analytics
15:00 Close

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Marketing Not Sales
IS NOT
 Directly related to business
generation
IS
 Increases Awareness
 Disseminates information

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Search Engine Optimisation (SEO)
“Helping Google show your page when a user
searches for the content it contains.”

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In the good old days
 Pre Google Domimance!
 Simple Keyword usage
 Good Description
 Submit site to search engine.

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On Page vs Off Page
ON PAGE
 25% of SEO Activity
 Keyword Usage
 Appropriate Tagging
 Relevant links
 Good structure
 Quick Load Times
OFF PAGE
 75% of SEO Activity
 Good Relevant Links
 Social Sharing

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On Page SEO

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On Page Checklist
 Always start with keyword selection, research and testing
 Meta Description tag
 ALT tags
 H1 tags
 URL structure
 Internal linking strategy
 Content
 Keyword density
 Site maps, both XML and user facing
 Usability and accessibility
 Track target keywords

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Common Errors
 Duplicate content
 URL variants of the same pages
 Off-site images and content on-site
 Duplicate title tags

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SPAM
 Hidden text
 Hidden links
 Keyword repetition
 Doorway pages
 Mirror pages
 Cloaking

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Off Page SEO

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Off Page Checklist
 Always start with keyword research, testing and selection
 Use Keywords in link anchor text
 Obtain links from high ranking publisher sites
 One-way inbound links (not link exchange or reciprocal links)
 Different keywords in your link-ads from the same site
 Gradual link building technology (no growth spikes)
 Use relevant keywords near your inbound link (contextual relevance)
 Deep linking (from multiple pages to multiple pages)
 Target a large list of keywords (5-500+)
 Link from sites with a variety of LinkRanks
 Track all active keywords and refine strategy as required
 Discontinue campaigns if ranking does not improve

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Common Errors
 Duplicate keywords in link avderts
 Site-wide links causing link growth spikes
 Using on-page SEOs to do the work of specialist off-page SEO's
 Placing random links without keywords near your link advert

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SPAM
 Link farms (sites with 100+ outbound links per page)
 Using irrelevant keywords in your link-ads
 Garbage links
 Link churning
 Hidden inbound links

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Social Media Marketing
The most influential and powerful form of SEO

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Social Media – explained by Donuts
Facebook – I Like Donuts
Twitter – I’m eating a #donut
Foursquare – This is where I eat donuts
You Tube – Here is a video of me eating a donut
Instagram – Here’s a vintage photo of me eating a donut
Linked In – My skills include donut eating
Pintrest – Here is a donut recipie
Last FM – I’m listening to donut
Google+ - I’m a google employee who eats donuts

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LinkedIn
 259 million users
 40% of users check daily
 3 million business pages
 2.1 million groups
 94% of recruiters use LinkedIn to vet applicants

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Twitter
 What can you say in 140 characters or less
 645 million Users
 58 Million Tweets per day or 9,100 per second
 2.1 billion searches per day

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Facebook
 Largest Social Media Site
 over 1 billion active users
 Open to anyone over the age of 14.
 Must be a real person
 Companies only have pages, managed by users.
 People have friends
 People ‘Like’ Pages.

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YouTube
 Second largest Search Engine
 65 hours of content uploaded a minute
 4.25 billion content views per day

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Google+
 300 million active users (100 million in china)
 Average time spent per month 6min 47s