This presentation was prepared by Krishna Kumar, founder and Managing Director of Website Jungle (www.WebsiteJungle.com), a leading Web Design and Digital Agency in the NJ and NYC metro area.
· You have a website or a SAAS product but it doesn’t generate the leads you expected?
· SEO fundamentals: How Google ranks websites, myths vs facts
· Keyword Analysis: Shortlisting and leveraging the most effective keywords
· On-page and Off-page SEO techniques.
· Creative content writing: Driving traffic through Innovative and unique content
· Pay Per Click (PPC) strategy
· Comprehensive Digital Marketing Techniques
· Executive’s guide to Online Marketing goals: Determining you marketing budget
1. SEO & Digital Marketing – a StrategySEO & Digital Marketing – a Strategy
2. Business Survival RateBusiness Survival Rate
Small Businesses
•Per SBA.gov, 50% of all new established businesses
survive 5 years or more and about 1/3rd
survive 10 years
or more
Venture Backed Business
•A 2013 Harvard survey stated that 3 out 4 start-ups
fail.
3. My observationsMy observations
•Most start-ups are engrossed in Product Development
(which I agree is more fun)
•Do not pay attention to or budget for significant
Marketing push until they realize that they are running
out of cash
•Focus changes to fund raising
•Investors don’t want to invest because there is no
significant sales
7. What is SEO & Digital Marketing?What is SEO & Digital Marketing?
SEO
•SEO is the process of improving the visibility of the
website organically (“naturally” or “unpaid”) on Search
Engine Results Page (SERP).
Digital Marketing
•The promotion of products, brands or services via
electronic media.
9. Organic searchOrganic search
Rank based on PPC bidding
Rank based on Google’s 200+ parameters
**Paid advertising does not directly affect your SEO ranking
13. Google searchGoogle search
Google’s aim is to give searchers the most relevant and
high quality search results
•60 trillion individual web pages
•Google navigates the web by crawling links from page to
page
•Sorts pages by content and other factors
•Keep track of it all in the INDEX
•Based on search it pulls relevant pages from the INDEX
•Results are ranked in 1/8th
of a second based on 200+
factors including
14. How does Google rank websites?How does Google rank websites?
Google
Ranking of
Website
Backlinks
Social Networking
Search friendly
graphics
Meta
Description200+ parameters
Keyword density
Relevant, Fresh &
Unique content
URL
Keyword
phrase
16. SEO strategies: On-siteSEO strategies: On-site
• Keywords
• First step in successful SEO strategy
• Use Google Adwords Keyword Planner/Moz to evaluate
competitiveness of words
17. SEO strategies: On-siteSEO strategies: On-site
•Meta data
• Title Tag, Description Tag, H1 tag, H2/3/4 tags
• Should be unique & relevant for each page
• Focus on value for users and not on search engine as much
24. SEO strategies: On-siteSEO strategies: On-site
• URL
• Incorporate keywords in your URL where possible
• Competitor analysis
• Images
• Quality images for positive user experience
• Image names (alt tags) should be relevant and descriptive (i.e. use
RedSofaSpingCollection.jpg instead of image1.jpg)
• Mobile readiness
• Searches on mobile devices not exceeds PCs
• Site has to be responsive
25. Mobile friendly & search rankingMobile friendly & search ranking
TIP: Test your website’s mobile friendliness on
https://www.google.com/webmasters/tools/mobile-friendly/
26. SEO strategies: On-siteSEO strategies: On-site
•Site Map
• Lays out the inner structure of the websites content to the search
engines
• Site map on home page as well as XML site map inside the code
•301 Redirect
• Permanent redirect from one URL to another
•Missing page (404 errors) redirect
27. SEO strategies: On-siteSEO strategies: On-site
• Original Content
• Content is KING – blogs, videos, case studies etc.
• Focus on content that is useful, informative and unique
TIPS
- Convert every project/product into a case-study and publish
- Get client testimonial (video preferably), post on youtube/vimeo
- Press Release any significant news
- Speaking engagement
- Have every member of the team contribute content
29. SEO strategies: Off-siteSEO strategies: Off-site
• Back-linking
• Quality links pointing to your website
• Build back links by submitting press releases, submit to popular blogs,
good quality product images or graphics that will influence bloggers
and websites to link to that content
• Social Media
• Strong social media presence – sends search engines signals of
influence and authority.
• Consumer Reviews (Yelp, Trip Advisor, City Search)
• Search engine submissions / directory listings (DMOZ)
Remember - your competition is doing this, you just have to do it better &
more aggressively to win!!!
TIP: Maintain a monthly content and digital marketing calendar
31. Digital Marketing investment calculatorDigital Marketing investment calculator
1. Where do you want to be next year (set a goal)1. Where do you want to be next year (set a goal)
2. What is your average revenue on each client?2. What is your average revenue on each client?
3. What are you willing to pay to acquire each
client?
3. What are you willing to pay to acquire each
client?
4. Divide your revenue by average revenue per
customer. This will give you how many customer
you need to achieve your goal
4. Divide your revenue by average revenue per
customer. This will give you how many customer
you need to achieve your goal
5. Multiply number of customer needed by cost
you are willing to pay to acquire each customer.
5. Multiply number of customer needed by cost
you are willing to pay to acquire each customer.
$500k revenue
$10k
$1k
50
$50,000
Or $5k/month
32. Organic vs. paid searchOrganic vs. paid search
Organic Paid (PPC)
Pros:
•Results are non-bias
•Longer-term ROI - Natural results
generate more traffic
•Increase traffic without increasing
budget
Cons:
• Top placement can take a long
time (months or years)
• Placement can fluctuate, so efforts
must be continuously maintained
• No guaranteed results
Pros:
•Instant traffic – will notice traffic within
hours of activating your account
•Split testing – can test several ad
copies to see which ones convert
better
•Better tracking
Cons:
•Can be expensive if not implemented
properly
•Requires regular monitoring of ad
campaigns
33. Questions?Questions?
• For a copy of this presentation email me at
krishna@websitejungle.com
• Like us on Facebook
o https://www.facebook.com/websitejungle
• Follow us on Twitter @websitejungle
o https://twitter.com/websitejungle
2500 Plaza 5, Harborside Financial Center2500 Plaza 5, Harborside Financial Center
Jersey City, NJ 07311Jersey City, NJ 07311
www.WebsiteJungle.comwww.WebsiteJungle.com
Ph: 888-309-3292Ph: 888-309-3292
Notas del editor
Personal
Positive/Inspiring
Interactive – ask questions
Humor
How many of you run your own businesses?
How many have a website?
52% of Small Businesses do not have a website. So if you do, you are already one step ahead.
Thank you all for attending the seminar.
Intro of Website Jungle & Krishna Kumar:
-Name, Managing Director & Founder of WJ
-Started WJ in 2007, and since then worked on several web/mobile/online marketing project – everything from the corner dance studio to Web strategy for multi-million dollar companies.
-Before founding WJ worked as a Tech PM & Business analysis in Banking – GS, SG and State Street bank
My goal at the end of this is for everyone to have a good understanding of how search engines work and what are some thing you can do today to make a significant impact on you business by leveraging your website and SEO techniques.
I would like to make it interactive, so free to stop me at any given point and ask question.
Old school marketing vs new school marketing
Old way of marketing:
Open a store and hope that it attracts customers
Push marketing – interrupt consumers at marketer’s discretion (tv, radio, telemarketing, direct mail, print, billboards)
Not very efficient and can be costly
New way:
People search for products and services through search engines, social media, referrals
If you are not found when consumers are searching, that is a loss of potential revenue
This is not in any specific order. Each of these contribute in different ways to the website’s search ranking
Lets briefly touch on each
URL – If you own a furniture store in Jersey City, and if your url includes either the word furniture or jersey city in it, this will certainly assist rank better in search results (all else remaining the same).
These days most popular names in .com are taken so if you cant find a domain name that included keywords, don’t be frustrated. You can use other strategies to boost your ranking
Keyword phrases – same example, if you run a furniture store in JC, and people search for search for furniture store in google, make sure you website has those keywords in the content.
This seems intuitive but how do you what keyword people are search for, because for you know it may not be furniture store, there might actually be more search for mattress stores, which you also sell.
Will explain in detail in later slides exactly how to find out exactly what terms people are searching for
Relevant and Unique content – does you website provide information about furniture design ideas, trends, videos and any other information that would be helpful to some looking to buy furniture
Back links – how many quality websites have quote your website or web pages, are they in the same industry industry or same area. For example if your website is often quoted by the top interior designers or home design magazine or by lots of people on forums, better for ranking
Social media provides legitimacy and enables engagement with existing and new clients – profiles in fb, linkedin, instagram, twittter. Want to stress that even though google + may not be as popular as say fb or twitter, Google gives serious weightage to it. So get your google profile set up if you don’t have one
Meta data is data about data, in case of websites, it tells search engines what this page is about. Meta Title, Meta Keywords and Meta Description or probably the most commonly used meta data. Header keyword. Google made a change to its algorithm where it does not look at meta keywords anymore. Title/description most important
Image/Videos – will cover in detail in slides
Onsite vs offsite
Onsite – what can you do on or to you website to improve ranking.
If there is one thing that can positively affect ranking, its content! Single most powerful
If it’s a blog, sure to tag them appropriately, if its an image – name it appropriately with alt tags, video – you tube now offer transcription options & tagging of course.
Want to know what keywords people are searching for, sign up free for google adwords and use the keyword planner. Will come to it.
Competitor analysis – inspiration/ideas/techniques
Meta description – 155 characters recommended, unique for each page…focus on relevance to page and value for users and not search engines
Onsite vs offsite
Onsite – what can you do on or to you website to improve ranking.
If there is one thing that can positively affect ranking, its content! Single most powerful
If it’s a blog, sure to tag them appropriately, if its an image – name it appropriately with alt tags, video – you tube now offer transcription options & tagging of course.
Want to know what keywords people are searching for, sign up free for google adwords and use the keyword planner. Will come to it.
Competitor analysis – inspiration/ideas/techniques
Meta description – 155 characters recommended, unique for each page…focus on relevance to page and value for users and not search engines
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Tools.seobook.com – for keyword density
This helps you to understand which keywords you should focus for content generation
Also what keywords you should be generation ads for ppc
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
2 aspect to mobile readiness: Native app that you download from iphone app store or google play or Website or web app that are mobile friendly.
Medium and Large size companies my create and app for either a specific functionality, lets say to supplement their online sales, For example Groupon has a website as well as a app, where you can see discounted products/ services. Large bank has an app where customer can view their account information, deposit checks etc
Native Apps can be stand alone – for example a pedometer app can tell you how much distance you travelled, what speed etc.
As an Entrepreneurs, the least you can do it make sure that you website is mobile friendly – visitors are able to view your website on their Mobile browser without difficulty (major devices like app iphone/ipad, android and microsoft drives OS).
Responsive design – optimal viewing experience – easy reading and navigation across different devices with minimum resizing and scrolling. Achieved by proportion based grids, flexible image (% rather than pixels), CSS3 media queries.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic.
404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Backlinking – video on youtube, articles on open sites like eartice.com, participate in forums in your industry, sign up for chamber of commerce and other professional associations. Depending on the industry you are in, there are free directories.
Hootsuite where you can schedule postings.
How many of you folks have a sales goal for the year? Biggest deterrent. When you don’t have goal you are just stuck in the rut of day to day operations. Set goals, think of unique ways to achieve it. Maybe 1 solid partnership will do more good than 20 customers or maybe that 1 viral video will increase your visibility more than 5 years of being in existence
Anyone have stories on any unique ways they have achieved a goal?
How do you think outside the box – once a week set a time on the calendar to just forget about you daily work and think of techniques
Start your work with the most important and strategic thoughts
Get involved in the community
$50,000->$500,000
$5000/customer
$500/customer
500,000/5,000 = 100 clients
100x500 = $50,000 (10% of revenue), which is actually not bad.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.