Irun webinar-seobasics-july10
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Brush up on the basics of effective seo. Writing good copy on page and in the meta data is still good practice and can make the difference in SERPs. Summary of best practice off page techniques or how other sites connect to you.
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Irun webinar-seobasics-july10
- 2. Search Engine Optimisation Getting noticed and driving traffic
- 8. Actually, the biggest challenge Being heard, getting noticed and remembered… What really makes you special? “ Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all?”
- 9. Internet presence…or not! Estimated 50% of businesses are ‘invisible ’ Estimated 30% of businesses are ‘embarrassed’ Estimated 10% of businesses with an ‘online brochure’ Estimated 10% of businesses with a ‘business development tool’
- 10. Where do you perceive you are? JACK POT INVISIBLE EMBARRASSED ONLINE BROCHURE
- 11. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
- 12. Your website… No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Integrated solution Optimised solution
- 13. ‘ Cost’ vs ‘Investment’ No web presence Out of date website Online listing ‘ Static’ brochure site Professional copy Interactive website Organic optimisation Paid for Traffic Optimised solution Integrated solution BUSINESS COST BUSINESS INVESTMENT There is a real need to inform and educate, enabling business owners to make the right decision
- 17. Website Optimisation Improving Performance on Search Engines
- 22. ‘ Organic’ optimisation ‘ PPC’ 30% 70%
- 23. For 1,000 searches on a typical keyword this many clicks go to the sites in these serp positions. Source OneUp.com p119 Google Organic Search position Number of clicks % 1-10 (serp-1) 478 48% 11-20 (serp-2) 361 36% 21-30 (serp-3) 122 12% 31+ (serp-4+) 39 4% Total 1,000 100%
- 32. Maintain page focus / theme
- 38. Top Tips
- 44. Linking ‘Strategy’ Strategic Partner #1 Trade / Professional Directory BLOG Home Page Social Network Inbound Links Strategic Partner #3 Strategic Partner #2 Outbound Links Inbound Links
- 46. Search Engine Optimisation / PPC Step 1 Business Review Step 3 Internal Site Changes [On page] Step 2 Initial Analysis & Research Step 4 Enhancing Popularity [Off page] Step 5 Monitoring & Evaluation Business Objectives Website Objectives Keyword Research Competitor Research KEYWORD FOCUS Site Map Creation Content Link Enhance True paths ‘ Assets’ Tags Competitor Monitoring Analytics ‘ Google’ Articles Link Building Page Refresh ‘ Blogs’ Listings Monthly Position REPORTING PPC ‘ Clicks’ Set-up
- 50. Growing A Business How IRUN make it happen…
- 51. Intelligent business… Attract Visitors in your Target Market Convert Visitors into Paying Clients Up-sell, Cross Sell Build and Retain Solicit for Referrals Number of Leads Generated Number of Leads Converted Monetary Value of 1 st Transaction Average Gross Profit Margin Number of Transactions per Year Number of Referrals Per Year / client Number of Years as a Client An Effective Website and Communications Strategy for Prospects An Effective Website That ‘Sells’ to the Target Market Professional Ongoing Communications Reminders and Reasons to Return to the Website Feedback Service Improvement Referrals Search Engine Marketing An Effective Website Website and communications strategy Search Engine Marketing An Effective Communications Strategy
- 54. Thank you Questions & Feedback
Editor's Notes
- Our objective is to improve your knowledge across a range of internet / business development topics. This is intended to help you to make informed decisions when engaging with your chosen supplier or raise confidence if choosing to tackle ‘in house’.
- Enhancing Search Engine performance for google, yahoo, msn/microsoft, etc. It’s about how your content ranks against the competition on any given search terms.
- It isn’t about your experience, or that you provide a quality service, or that you’re passionate about your business. Or that you provide a professional service. Who’d use an unprofessional service? - Entry level… It’s about what benefits your products or services give to your customers. Because people are not interested in your past, they’re interested in their future after you’ve done your thing. Your UBP can be found in your case studies and testimonials. Ask your customers for testimonials: Problem – solution - result
- (Below bracket) This virtuous circle is designed to drive these KPIs (Key Performance Indicators) If you can improve each of these KPIs by just 10% through best practice seo, how much extra profit could you make? Or looked at another way, how much profit are you leaving on the table at present?
- Looking at website positioning…
- Knowing where your site is, on this chart will help you decide what remedial action you need to take.
- So don’t just rely on navigation. Good internal links within the content and at the end of pages helps google index your site more deeply and thoroughly. Lead people first and google will follow …
- Meaning… If you’re not on the first 2pp of serps you’re virtually invisible. In fact most people not only don’t click on p2 and beyond, they don’t even scroll p1, preferring to try another search term instead. Which means that if you’re below the fold on p1. you may still not be visible.
- KEI = Good indicator of useful keywords. Comparing how much a term is searched against the competition to decide which are the best (most effective) terms to use
- Meta title: 67ch. Meta description:156ch. Google will truncate. So front load key terms. Google won’t necessarily use your meta data to display in SERPs if it thinks part of your content is more revelant. So, It means writing good keyword rich copy everywhere. Don’t just load up your text with repetitious keywords/phrases. Google are much cleverer than us! They know when they’re being spammed. So write for human beings that reads well, naturally including your key term. (Copywriting webinar)
- … or URL In computing, a Uniform Resource Locator (URL) is a subset of the Uniform Resource Identifier (URI) that specifies where an identified resource is available and the mechanism for retrieving it. ... en.wikipedia.org/wiki/Url Register your url for longer than 1 year. Longer term registrations indicate that you have confidence in the business and that there’s a long term plan.
- Or Slurl Effective Office Environments
- Links from important sites – Authoritative sites - press/trade sites, .org, .gov Offer content in return for a link back to your site.
- Landing page or sometimes called a squeeze page – designed to build a database. Give something in return for a sign-up.
- Local search and user behavioural monitoring is increasing, meaning that SERPs will begin to relate to users established search patterns. Search results will be based on location, time and established search patterns. It’s happening in the US now which means it’ll be prevalent in the UK between 6-12 months from now We’ll be ready to help you manage this new challenge!
- In that order.
- You don’t have to be fantastic at it… you just have to be better than your competition. In most cases happily that’s relatively straightforward