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How To Win Online | eCelticSEO | Out On Your Own Conference | RDS
1. How to Win Online
BRIAN MARTIN
OUT ON YOUR OWN 2011
Brian Martin | How To Win Online
2. Overview
10 free tools to help your business grow online
Bootstrapping e-Commerce success
How to build traffic and brand awareness online
Converting traffic to customers
Brian Martin | How To Win Online
3. 10 Free Tools to Help
Your Business
Grow
12
Online
10
Axis Title
8
6
4
2 1
0
Category 1
Axis Title
Brian Martin | How To Win Online
6. 3 Google
Google Keyword Research Tool Google Adsense
Google Insights Google Mail
Google Trends Google Calendar
Google Alerts Google Sites
Google Analytics Google +
Google Places Google Webmaster Tools
Google Adwords (Coupons) Google Website Optimiser
Google Translate
Brian Martin | How To Win Online
7. 4 Elance* / Fiverr*
Brian Martin | How To Win Online
16. F
ACT
Registration of .IE Domains
Brian Martin | How To Win Online
17. Q Why do you need to invest
in promoting your website?
€75k p.a compared to the minimum wage
Measurable: Plethora of data to help make informed decisions
It’s where the Market is
BUT
It's not an overnight success and not a one time effort either
Brian Martin | How To Win Online
18. Q eCommerce Evolution
Brian Martin | How To Win Online
19. F
ACT
Paddy Power – 319 Retail Outlets
Brian Martin | How To Win Online
20. F
ACT
Online Profit = 1453 Retail Outlets
Brian Martin | How To Win Online
21. F
ACT
Think Big
Brian Martin | How To Win Online
22. T Leverage Markets
Brian Martin | How To Win Online
23. How to build
Site traffic
&
Brand awareness
Brian Martin | How To Win Online
24. Q Build it and they will come?
Brian Martin | How To Win Online
25. F ACT
Internet Channel Overview
Your website
Everything else
Email (Outbound)
Search Engines (Inbound)
Other Websites (Mixed)
Social Networks
Social Bookmarking Sites
Blogs
Q&A sites
Forums
Video sites
Brian Martin | How To Win Online
26. F
ACT
SEO as a Channel
Brian Martin | How To Win Online
27. Q What is SEO?
Brian Martin | How To Win Online
28. Q Why SEO?
Building a bigger funnel
Increasing site rankings in search results and attracting qualified traffic
Same core principles of marketing apply with technical focus
- Merchandising, PR, display advertising, sales
Trust in Google, 2nd most respected brand, buying intent in consumers
"You can't manage what you don't measure" -> Analytics
Brian Martin | How To Win Online
29. Q How do I Rank on Google?
million dollar Que$tion
A site that is well designed, optimised and promoted
OnPage
Accessible site
Targeted keywords present
Hub of valued content
OffPage
Strong inbound links profile
Social Media
Mix
PR/community management
Reputation Management - brand/site mentions
Local optimisation
Brian Martin | How To Win Online
30. F
ACT
Short Tail Versus Long Tail
Brian Martin | How To Win Online
34. F ACT
Content
Become an authority or a resource
Curator
Unique (Pitfalls of duplicate content)
Keyword research
Mix of brainstorming & statistical research
Good content isn’t good enough
Good SEO is a rising tide that lifts all keywords
Brian Martin | How To Win Online
35. F
ACT
Give it away Free?
Brian Martin | How To Win Online
39. T Tips
Video is 53 times more likely to appear in search results
Make sure your CMS is SEO friendly out of the box, we recommend
Magento for eCommerce sites, Wordpress for non-transaction site/blog
A blog is a must, be creative
Transparency online – more price sensitive than offline
The best way to get traffic? To deserve it.
Think long term and holistically
Brian Martin | How To Win Online
40. T Out On Your Own 2011
@ecelticseo
brian@eceltic.ie for any questions!
Thank You!
Brian Martin | How To Win Online
Editor's Notes
110 euro
435 euro per year for BaseCamp
50 quid
Save 500 euro depending how much you use either
Save you printing out brochures and reports again another 500 euro saving
Save 175 euro per year
Save 500 EURO per year
Save 500 EURO than doing it manually if done 5 times in a year
2000 EURO
500 euro saving in travel time
Save you printing out brochures and reports again another 500 euro saving
competition is growing and the sooner you focus on building a website that drives traffic and builds a loyalty the further ahead you'll be as more Irish shoppers move online
Why do you hear the phrase “we have our website done” never heard someone say “we have our marketing done” or we have our “shop done” – it’s a continuous process, similar to new advertising campaigns and merchandising products to reflect seasonality and new products. Similar needs to be done for SEO. Charles from Facebook mentioned if you spend 20% building an app you need to spend another 80% promoting it. Don’t give yourself a pat on the back once you have your site is live, that’s when the real work starts for you to differentiate your site from the others
Evolution of the webThe penetration of ecommerce is growing42% of Dominoes Pizza is ordered online, up from 32% last year who would have predicted that 5 years ago?
Success story:PaddyPower has 319 retail outletsThese account for 18% of profits
Online profit would be equivalent of an extra shops! 1,453 What’s more remarkable is much of this growth has been achieved in the UK and a good example of an ecommerce site successfully exporting
Belfast company, 109 GBP turnover last year for Chain Reaction Cycles. Zappos US company, sold to Amazon for 1.2 billion USD after doing sales of 1 billion. Asos – 500 million USD per year, with most of it coming outside of UK.
A website is like an ice cream cone with the customers being the ice cream except u can only eat from the bottom.SEO is about getting more ice cream in the top of the cone and building a bigger funnel, essentially increasing awareness. anything below the top, is concerned with conversion optimisation, site design, usability, trust etc. Start with the bottom in terms of planning. If you want two sales, then you need 100 visitors.
Why I like SEO is because if you get SEO right, chances are you’re getting most other things right.PPC gets 10-30 per cent of clicks organic should get approx 70-90 per cent of traffic depending on industryNot everybody searches the way you do. People are still skeptical of clicking on the highlighted ads section believe it or not. Google makes over 30 billion USD per year through adwords, so proportionately SEO should make 112 billion per year but doesn’t
don't mention bing/yahoo because Google is the only game in town with 94% market sharethe information you have about your customers is powerful and sometimes overwhelming. Analysing this in the right way can help planTrust in Google, more than 50% of people haven't discovered the URL address bar at the top of their browser, with the most Google'd terms Facebook, Youtube, Gmail etc. Analytics needs a whole other talk. Knowing what to measure is key. There are so many meaningless metrics, it’s the context of these that matters. One key goal is order confirmation of course. Make sure you can visualise your funnel and view the pages that are the top exit page,
Not really a million dollar question, it's not rocket science just methodical work with creativityFirst – get the basic structure right like a pyramid. Start with accessible quality content, move to keywords/content, then acquire and build links and finally look at social. Make sure your website is crawlable – Google webmaster tools – great free tool for rooting out errorsValidating that your code is clean, is a thumbs up for GoogleContent has to be extraordinary or surprisingly great and executed well in order for people to share it e.g. top 10 ListsEncourage and reward community
This graph is also similar to CTR on ranking positions so the first result will get about 40% of the results and it’s a steep curve down towards 10th positionI also should mention that the second page basically doesn’t’ exist, percentage of visitors who’ll visit your site from here and convert is miniscule.
Do you remember the trick of Googling ‘miserable failure’ and a page on the whitehouse for George Bush appearing?Or what website appears when you google ‘click here’ – AdobePower of links is still significant, it’s what connects the web together.The web is a popularity contest. Links are votes but not all votes are equal.
This picture reminds me of when I hear about some PPC campaigns.One case I can think of was where out of every 20,000 visits from Google received monthly, over 15,000 were from paid ads.
Psychology of supermarkets where they place fresh flowers, fruit and veg, bread near the entrance. Expensive products easiest to reach, choclates at the checkout.
Monitor the number of visits a search engine sends you versus the number of keywords – this will tell you if you’re ranking for more unique keyphrasesUse google’s keyword research toolBe careful of ‘print version’ which is duplicate contentBe weary of below par content on your own site, Panda update
25.3% visitors converted to click on view pricing plan
47.8% of visitors clicked on view pricing plan, almost doubling the number of conversions