The magic of web marketing - DORSET
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The document provides an overview of web marketing strategies to drive traffic, provide relevant content, and improve conversions. It discusses using tools like Google AdWords, Google Analytics, and Google Keyword Tool to research keywords, optimize pages, and drive natural and paid search traffic. It also covers using social media like YouTube, LinkedIn, Facebook and Twitter to share content and build backlinks to further improve search rankings and drive more visitors to convert. The overall message is that web marketing has become more complex with the rise of social media but offers great opportunities if the right mix of strategies around content, keywords, links and traffic sources are used.
The magic of web marketing - DORSET
- 1. The Magic of Web Marketing Drive the right traffic – Provide the right information – Convert More Visitors
- 2. Introduction Your Presenter Drive the right traffic – Provide the right information – Convert More Visitors
- 3. Agenda • Introduction stuff • About this presentation • Traffic Vs Conversion • Tools you can use • Driving more traffic • Providing better content • Improving conversions
- 4. About You • You own or manage an SME • You have a basic understanding of the Web • You are getting some traffic to your site • You suspect you could get much better results • You’d like more enquiries or sales • You want to understand how things are changing • You’d like a morning snooze and a free lunch Drive the right traffic – Provide the right information – Convert More Visitors
- 5. About This Presentation • What it is • What it isn’t • Why I don’t know everything • Why Web marketing IS magical • Why it’s not magic • Your role (and it’s not making notes of the slides) Drive the right traffic – Provide the right information – Convert More Visitors
- 6. Web Marketing Used to be Easy! • Have a Website designed • Learn to advertise online with AdWords • Optimise your site for suitable keywords • Relax and enjoy extra sales / enquiries Drive the right traffic – Provide the right information – Convert More Visitors
- 7. The Tool Box • A Website Content Management System • The Google keyword Tool • Google Toolbar • Yahoo Site Explorer • Google AdWords • Google Analytics • Google Website Optimiser • Various other free websites Drive the right traffic – Provide the right information – Convert More Visitors
- 8. The value of conversion
- 9. Getting on the Same Page • Let’s do the basics • When I say Google…. • The 3 basic search types • Natural search • Paid search • Local search Drive the right traffic – Provide the right information – Convert More Visitors
- 10. Page 1 Search Engine Listings • A level playing field • Google is a software program • Doesn’t Google know how important I am? • It’s all about Keywords, Metadata & Links Drive the right traffic – Provide the right information – Convert More Visitors
- 11. Natural Search • Not a short term fix • Getting found • The best ROI • “Free” Drive the right traffic – Provide the right information – Convert More Visitors
- 12. Drive the right traffic – Provide the right information – Convert More Visitors
- 13. Paid Search • Google AdWords - What’s so great about it? • The world’s most elegant Advertising system • Split testing Ads • Driving traffic to the right page • Market research • Content network • CPA bidding Drive the right traffic – Provide the right information – Convert More Visitors
- 14. The Value Of Keywords Drive the right traffic – Provide the right information – Convert More Visitors
- 15. Local Search • Easy to do • Feedback / Review options • Put your business on the map! Drive the right traffic – Provide the right information – Convert More Visitors
- 16. WWW.Google.com/places Drive the right traffic – Provide the right information – Convert More Visitors
- 17. The Magic Ingredients • Content • Keywords • Metadata • Links • Resource Drive the right traffic – Provide the right information – Convert More Visitors
- 18. The Google Keyword Tool Drive the right traffic – Provide the right information – Convert More Visitors
- 19. The Google Keyword Tool Drive the right traffic – Provide the right information – Convert More Visitors
- 20. The Google Keyword Tool • Tells us how many people are looking for what • Helps us identify new opportunities • Tells us what the competition looks like • Tells us which Web pages to create • Look at number of competing pages to pick a fight you can win Drive the right traffic – Provide the right information – Convert More Visitors
- 21. How Google Influences Keyword Choices Drive the right traffic – Provide the right information – Convert More Visitors
- 22. What We Do With Keywords Optimise each page for one primary keyword/ phrase • Meta (page) title • Meta (page) description • Meta keywords (not used by Google) • URL (page name) • Header text (<H1>) • Body text • Alt tags on images • Anchor text in links Drive the right traffic – Provide the right information – Convert More Visitors
- 23. How To Look At Web Pages Like A Nerd
- 24. What We Do With Keywords Drive the right traffic – Provide the right information – Convert More Visitors The meta description (usually) The page title
- 25. On-Page Optimisation • Getting on the starting grid • Regular updates of well “Tuned” content • 8 Factors Drive the right traffic – Provide the right information – Convert More Visitors
- 26. On-Page Vs Off-Page Drive the right traffic – Provide the right information – Convert More Visitors
- 27. Pagerank 1-10 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 1 2 3 4 5 6 7 8 9 1 11 Google’s Popularity Competition Drive the right traffic – Provide the right information – Convert More Visitors Pag erank 1- 6 0 100 200 300 400 500 600 700 1 2 3 4 5 6 Ser i es1 • Become popular • Hang out with the popular kids •The Pagerank algorithm
- 28. Off-Page Optimisation • The Google Toolbar & Pagerank Indicator Drive the right traffic – Provide the right information – Convert More Visitors
- 29. Not all Links are Equal • Link popularity • Link age • Link topic • Link growth rate • Links from a topical community • Position on Web page • Number of links on page • Link anchor text Drive the right traffic – Provide the right information – Convert More Visitors
- 30. Anchor Text Links • All links that drive traffic are good • Nofollow links • Links are better if they boost your Google rankings! • You need both Site A Site B Link Link Cheese Click here Cheese Smells like cheese Cheese Interesting cheese facts Cheese More information Drive the right traffic – Provide the right information – Convert More Visitors Read more
- 31. Off-Page Optimisation • Miserable Failure & “The Google Bomb” Drive the right traffic – Provide the right information – Convert More Visitors Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure
- 32. Tracking & Discovering Links Drive the right traffic – Provide the right information – Convert More Visitors
- 33. Building Inbound Links • If you build it will they come? • Longhand • Directory submission (Paid and unpaid) • Viral marketing (e-books etc) • Blogging (Nofollow issues) • Social media and Q&A sites • Social book marking • Digital PR & Article Marketing • Buying inbound links - BEWARE Drive the right traffic – Provide the right information – Convert More Visitors
- 34. New Google Search Opportunities • Image search • Video search • News • Shopping (Product Search) • Blog search • Personalisation & Localisation • Real-time search Drive the right traffic – Provide the right information – Convert More Visitors
- 35. Uh-Oh! Here Comes the Social Web… • A time of major change • Disruption & opportunity • It’s huge! Drive the right traffic – Provide the right information – Convert More Visitors
- 36. Social Search (SMO) • Every social site has a search box • Social sites appear in search results • Increase your digital footprint Drive the right traffic – Provide the right information – Convert More Visitors
- 37. The Social Web • Communities • Etiquette & Rules • Conversation opportunities • Advertising opportunities • Every social site has a search button • Better to do 2 things well… Drive the right traffic – Provide the right information – Convert More Visitors
- 38. Google Trends Drive the right traffic – Provide the right information – Convert More Visitors
- 39. Social Media Objects • Profiles in social network sites • Status updates in social sites • Blog posts • Tweets in Twitter • Pictures on picture sharing sites like Flikr • Social bookmarks • Videos on video sites • Presentations on Scribd • etc. etc. etc… Drive the right traffic – Provide the right information – Convert More Visitors
- 40. Driving Traffic Using Social Media (SMO) • YouTube & Video • LinkedIn • Facebook • Twitter • Blogs • Digital PR & Article Marketing • Social book marking • Driving traffic, using keywords, building links, other benefits • Using tools in orchestration Drive the right traffic – Provide the right information – Convert More Visitors
- 41. Driving Traffic Using Social Media (SMO) • Page titles, descriptions and other metadata is key • Focus on keywords that work • Make sure everybody using social media in your business understands which keywords to use • Grab keyword-specific social domains while you can • Setting goals & Measuring results Drive the right traffic – Provide the right information – Convert More Visitors
- 42. Make Your Content Shareable Drive the right traffic – Provide the right information – Convert More Visitors
- 43. YouTube & Video • What is YouTube? • A video sharing website to upload and share videos you create • A community • A tool for keeping up to date with the information you need • A place to build a subscriber base you can update easily Drive the right traffic – Provide the right information – Convert More Visitors
- 44. YouTube & Video • Why is YouTube important? • It’s the second biggest search engine in the world • It’s the 4th largest Internet property • It’s owned by Google & voted coolest online brand • Video results now show up in search results • It’s huge – 1/10th of the entire Internet bandwidth • It is a great base from which to share videos across other social networking sites Drive the right traffic – Provide the right information – Convert More Visitors
- 45. YouTube & Video • How do I use it to make money? • Featured videos get 10 - 30,000 views an hour • It’s still a popularity contest (views, favourites, subscribers, friends, playlists, “likes”, etc.) • It has a very strong random element • Model descriptions and tags of existing popular content on the same subject • Post video responses • Watermark your videos with a Web address • End them with a call to action • Videos are easily shared with friends Drive the right traffic – Provide the right information – Convert More Visitors
- 46. YouTube & Video • Links & Advertising? • Promoted videos (via AdWords) • Sponsored links (text or video) • Direct relationship if a big spender • Add a link from your YouTube Channel page • Monetise videos Drive the right traffic – Provide the right information – Convert More Visitors • Measuring Success • YouTube insight - views • Traffic measurement via Google Analytics • Create a unique URL in your watermark • Page 1 listings in Google SERPS
- 47. Other Video Opportunities Drive the right traffic – Provide the right information – Convert More Visitors
- 48. B2B Networking with LinkedIn • What is LinkedIn? • The largest and most credible business networking site on the planet – 63m + Users • A network of professionals who are: • Profiling themselves and their company • Sending out status updates • Linking • Forming groups • Having conversations • Asking questions • Answering questions • Recruiting • Endorsing and recommending each other • Searching for experts • Promoting and even attending events Drive the right traffic – Provide the right information – Convert More Visitors
- 49. B2B Networking with LinkedIn • How do I make money out of LinkedIn? • Participation means making new and maintaining existing business relationships • B2B Marketers can use profile information for targeting highly specific advertising messages • Adverts can be text or video • CPC or CPM options • Profiles rank in Google results • Great platform for sharing content • Link your blog, share presentations (even video), alert people to new content, auto Twitter Drive the right traffic – Provide the right information – Convert More Visitors
- 50. B2B Networking with LinkedIn Drive the right traffic – Provide the right information – Convert More Visitors •Measuring success • Advertising system produces reports • Traffic measurement via Google Analytics • Links to 3 websites allowed from profile • Use URLs in status updates • Profile views • New business meetings • Event attendance
- 51. B2C Networking with Facebook • Why would Facebook be of interest? • 400 million active users • 2.5 billion photos uploaded to the site each month • 3.5 billion pieces of content (Web links, news stories, blog posts, notes, photo albums, etc.) shared each week • 3.5 million events created each month • 20 million people become fans of Pages each day 5.3 billion fans of pages Drive the right traffic – Provide the right information – Convert More Visitors
- 52. B2C Networking with Facebook • Businesses typically create “Pages” that allow fans to publically declare (and share) their brand allegiance • This provides a great channel to share content (videos, pictures, news and updates) • This also creates a link between their profile and your page that is visible to any friend that might want to check • You can encourage users to share your page with their friends right from your Web site Drive the right traffic – Provide the right information – Convert More Visitors
- 53. B2C Networking with Facebook • Advertising & Promotions on Facebook • Can be laser focused on demographic profiles • We can advertise to the friends of our fans – and use their name • Not the same as search marketing in terms of response rates • Great for organising events • Take photos at events, tag customers, their friends get the message! Drive the right traffic – Provide the right information – Convert More Visitors
- 54. B2C Networking with Facebook • Advertising & Promotions on Facebook • Can be laser focused on demographic profiles • We can advertise to the friends of our fans – and use their name • Not the same as search marketing in terms of response rates • Great for organising events • Take photos at events, tag customers, their friends get the message! Drive the right traffic – Provide the right information – Convert More Visitors
- 55. B2C Networking with Facebook • Facebook “Like” • When 3 or more of your friends “Like” a web page – say a restaurant – you’ll know about it • This is going to be big! • New social plug-in that instantly personalises a visitors experience – showing them who they know that liked this content on your site Drive the right traffic – Provide the right information – Convert More Visitors
- 56. Blogging • What is blogging? • A “Naked” conversation • Every MD will be expected to have one • Most companies will have corporate blogs Drive the right traffic – Provide the right information – Convert More Visitors
- 57. Blogging • Why Blog? • Another Internet property • Generate additional traffic • Link to Website to pass on traffic • Provide interaction opportunities • Build a subscriber base using RSS • Blog posts can be shared with other sites such as LinkedIn • It’s dead easy Drive the right traffic – Provide the right information – Convert More Visitors
- 58. Blogging Drive the right traffic – Provide the right information – Convert More Visitors • What do I need to know? • Create keyword rich posts • Use keywords in tags to make the posts easy to find (and index) • Create useful and relevant content • Publicise Blog posts using Twitter, LinkedIn, Facebook and even Digital PR • Look for opportunities to pass traffic on to your site • Respond to comments / posts • Join Technorati & register Blog?? • Become a source of Google News
- 59. Twitter • What is Twitter? • Micro-blogging • 80% drivel • A one-to-many tool • Also one-to-one • We follow each other Drive the right traffic – Provide the right information – Convert More Visitors
- 60. Twitter Drive the right traffic – Provide the right information – Convert More Visitors
- 61. • 20% of tweets are product or service related • Another communication channel • Build a subscriber base • Subscribers have a 60% increased likelihood of buying • Builds traffic (48% of people who see a brand on twitter go on to search for it) • Tweets show up in real-time search Twitter Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?
- 62. • Great for news • Great for special offers • Live event coverage • Research • Recruitment • Helpdesk Twitter Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?
- 63. • Tweet from anywhere – publicise content on sites and blogs • # = hashtags, for search, hyperlinks • Tweetbeep! • Hootsuite • Measure impact Bit.ly – because Tweets can travel a long way! Twitter Drive the right traffic – Provide the right information – Convert More Visitors What else do you need to know?
- 64. Digital PR – Be The News Drive the right traffic – Provide the right information – Convert More Visitors
- 65. Drive the right traffic – Provide the right information – Convert More Visitors Old School PR Vs Digital PR
- 66. Drive the right traffic – Provide the right information – Convert More Visitors Old School PR Vs Digital PR
- 67. Digital PR • Releases are Optmised for keywords • Releases feature backlinks • Digital PR Results reads are measurable • Traffic is measurable via Analytics • Some links are short term • Drives very well qualified traffic Drive the right traffic – Provide the right information – Convert More Visitors
- 68. Article Marketing • What is article marketing? • Synergistic relationship between article author and website publisher Drive the right traffic – Provide the right information – Convert More Visitors • You control content, backlinks & anchor text • Your goals are both traffic and rank
- 69. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors
- 70. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors
- 71. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors • Article spinning • Builds traffic • Builds links • Highly measurable via Analytics
- 72. Social Bookmarking • Why? • All your bookmarks in one place • Quick, easy research resource • Sharing social community • X-Factor – vote them up • SEO, PageRank and ‘follow’ Drive the right traffic – Provide the right information – Convert More Visitors
- 73. Social Bookmarking – The Big Players Drive the right traffic – Provide the right information – Convert More Visitors Digg – 33.4m monthly visitors Buzz – 8.1m Reddit – 4.9m Stumbleupon – 4.4m Technorati – 3.3m Source: Ebizmba, Feb 2010
- 74. Social Bookmarking Drive the right traffic – Provide the right information – Convert More Visitors • Some others… • Socialmarker.com
- 75. A Free Directory Listing Drive the right traffic – Provide the right information – Convert More Visitors
- 76. Bringing it all Together • Create content on website – optimised for keywords and metadata & make it shareable • Can you create a short video on the subject? Use descriptions, tags and titles with keywords • Twitter your update with a keyword - hashtag • Mention your new article in your social networking sites – keyword links where possible • Write a related article in your Blog – find other Blogs and leave comments about your article • Submit a digital press release • Bookmark it • Post an article on an article marketing site Drive the right traffic – Provide the right information – Convert More Visitors
- 77. Search isn’t the only way to get Traffic • Email marketing • Traditional marketing (TV/ Radio Ads, stationery, advertising, cold calling, mail shots.) • Brand awareness • Ensure your cards, stationery, Website etc. all carry logos and addresses of all your contact channels • LinkedIn logo • Facebook Page • YouTube Channel • Twitter address • Blog address Drive the right traffic – Provide the right information – Convert More Visitors
- 78. Your Website Content • Who is it for? • What do they want? • What questions do they have? • How can you make it VERY easy to navigate? • What do you want them to do? • Does every page have a job? Drive the right traffic – Provide the right information – Convert More Visitors
- 79. Drive the right traffic – Provide the right information – Convert More Visitors Home page Signpost page Sales Page Contact Page (Conversion ) Reference Pages Landing Pages
- 80. Serving Our Audience • Outside in vs. Inside out • Using their language and their keywords • NLP neutral • WIIFM • Segmentation • 1st time vs. repeat visitors • B2B DMUs • Sectors • Men vs. Women • Different stages in the buying cycle Drive the right traffic – Provide the right information – Convert More Visitors
- 81. Krug’s Laws of Usability • Don’t Make Me Think • “It doesn’t matter how many times I have to click as long as each click is a mindless & unambiguous choice” • “Get rid of half of the words on each page and then get rid of half of what’s left” Drive the right traffic – Provide the right information – Convert More Visitors
- 82. Embracing Usability • Jakob Neilson’s 4 Golden Rules for Web copy • Make your copy twice as effective in terms of: • Task Time • Errors • Memory • Time to recall site structure • Subjective satisfaction (only non-mathematical element) Drive the right traffic – Provide the right information – Convert More Visitors
- 83. Embracing Usability • About Jakob’s test: • Same site • Same navigation structure • Four distinct writing styles • Be concise – 58% improved results • Lose the “Marketese” – 27% improved • Scannable text – 47% improved • Combined approach – 124% improvement Drive the right traffic – Provide the right information – Convert More Visitors
- 84. Keywords & Intent Drive the right traffic – Provide the right information – Convert More Visitors
- 85. What is Conversion? • Sales • Audience building • E-Mail sign-ups • RSS subscriptions • B2B – LinkedIn profile view/ link • Creating a Facebook fan • Create a Twitter follower • Attend an event • Inbound telephone calls Drive the right traffic – Provide the right information – Convert More Visitors
- 86. The Single Most Important Thing • Test • Evaluate • Adjust • Run • Test • Evaluate • Adjust • Run Drive the right traffic – Provide the right information – Convert More Visitors
- 87. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
- 88. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
- 89. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
- 90. Google Analytics Overlay Mode Drive the right traffic – Provide the right information – Convert More Visitors
- 91. Goals & Funnels Drive the right traffic – Provide the right information – Convert More Visitors • What is a goal? • What are funnels? • Where do they drop out? • What can we do about it? A Visitor Enters The Funnel A Customer Leaves The Funnel
- 92. Goals & Funnels Drive the right traffic – Provide the right information – Convert More Visitors • What is a goal? • What are funnels? Determine a desired path through your site that you want site visitors to follow
- 93. Goals Drive the right traffic – Provide the right information – Convert More Visitors Step One: Assign A Goal Name Step Two: Activate Step Three: Choose Goal Position Step Four: Select Goal Type Step Five: Assign Match Type Step Six: Assign A Goal URL Step Seven: Assign A Goal Value How To Set Up A Goal In Google Analytics
- 94. Funnels
- 95. Google Website Optimiser • A/B Testing (<1,000 Page views per week) • Multivariate Testing (>1,000 Page views per week) Drive the right traffic – Provide the right information – Convert More Visitors
- 96. Google Website Optimiser • A/B Testing Vs Multivariate Testing Drive the right traffic – Provide the right information – Convert More Visitors
- 97. Google Website Optimiser Drive the right traffic – Provide the right information – Convert More Visitors
- 98. Google Website Optimiser • Select test and conversion pages • Create sections & variations • Install experiment code (a bit techy) • Preview & approve combinations • Review & launch • Repeat Drive the right traffic – Provide the right information – Convert More Visitors
- 99. Improve Your Copy • What’s the problem? • Why hasn’t the problem been solved? • What’s possible (your promise)? • What’s different now? • What should you do now? •Now you can flesh this out with • Emotion • Bonuses, guarantees and a close (a time based discount?) • Add testimonials, case studies quotes or statistics Drive the right traffic – Provide the right content – Convert More Visitors
- 100. Conversion Tools • Reviews • Live chat • 3rd Party feedback tools Drive the right traffic – Provide the right content – Convert More Visitors
- 101. Summary • Conversion should be your first priority • There are lots of ways to drive traffic • Many of these build backlinks and help our search positions • Keywords, metadata and links still ROCK • Know your keywords and use them in everything you do online • Yes, you will have to spend more time working on online marketing • Set up specific projects with SMART goals for each activity • Visits • Conversions • Backlinks • Audience Building • Focus on conversion • Web is still the most cost-effective marketing you can do Drive the right traffic – Provide the right information – Convert More Visitors
Editor's Notes
- #3: Paul Tansey/ Tall Pansey Memory Hook
- #57: Blogs should look to attract traffic through keyword rich posts and including keywords within ‘tags’ for each post. This MUST be balanced with providing useful, relevant content that will keep your visitors coming back and clicking through links on your blog and into your website proper An ideal funnel for driving traffic through your blog and into your website or an enquiry form is; Twitter (microblog with link) ---- Blog -----website or enquiry form Measure success using Google Analytics as with your website
- #58: Blogs should look to attract traffic through keyword rich posts and including keywords within ‘tags’ for each post. This MUST be balanced with providing useful, relevant content that will keep your visitors coming back and clicking through links on your blog and into your website proper An ideal funnel for driving traffic through your blog and into your website or an enquiry form is; Twitter (microblog with link) ---- Blog -----website or enquiry form Measure success using Google Analytics as with your website
- #59: Blogs should look to attract traffic through keyword rich posts and including keywords within ‘tags’ for each post. This MUST be balanced with providing useful, relevant content that will keep your visitors coming back and clicking through links on your blog and into your website proper An ideal funnel for driving traffic through your blog and into your website or an enquiry form is; Twitter (microblog with link) ---- Blog -----website or enquiry form Measure success using Google Analytics as with your website