22.04.10 Dorset - The magic of web marketing

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)
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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
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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
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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
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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
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11. Natural Search
• Not a short term fix
• Getting found
• The best ROI
• “Free”
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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
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14. The Value Of Keywords
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15. Local Search
• Easy to do
• Feedback / Review options
• Put your business on the map!
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16. WWW.Google.com/places
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17. The Magic Ingredients
• Content
• Keywords
• Metadata
• Links
• Resource
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18. The Google Keyword Tool
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19. The Google Keyword Tool
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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
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21. How Google Influences Keyword Choices
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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
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23. How To
Look At
Web
Pages
Like A
Nerd

24. What We Do With Keywords
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The meta description (usually)
The page title

25. On-Page Optimisation
• Getting on the starting grid
• Regular updates of well “Tuned” content
• 8 Factors
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26. On-Page Vs Off-Page
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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
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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
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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
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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”
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Miserable
failure
Miserable
failure
Miserable
failure
Miserable
failure
Miserable
failure
Miserable
failure
Miserable
failure
Miserable
failure

32. Tracking & Discovering Links
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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
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34. New Google Search Opportunities
• Image search
• Video search
• News
• Shopping (Product Search)
• Blog search
• Personalisation & Localisation
• Real-time search
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35. Uh-Oh! Here Comes the Social Web…
• A time of major change
• Disruption & opportunity
• It’s huge!
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36. Social Search (SMO)
• Every social site has a search box
• Social sites appear in search results
• Increase your digital footprint
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37. The Social Web
• Communities
• Etiquette & Rules
• Conversation opportunities
• Advertising opportunities
• Every social site has a search button
• Better to do 2 things well…
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38. Google Trends
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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…
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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
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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
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42. Make Your Content Shareable
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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
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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
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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
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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
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• 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
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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
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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
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50. B2B Networking with LinkedIn
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•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
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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
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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
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56. Blogging
• What is blogging?
• A “Naked” conversation
• Every MD will be expected to have
one
• Most companies will have
corporate blogs
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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
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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
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60. Twitter
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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
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Why Twitter?

62. • Great for news
• Great for special offers
• Live event coverage
• Research
• Recruitment
• Helpdesk
Twitter
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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
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What else do you need to know?

64. Digital PR – Be The News
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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
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68. Article Marketing
• What is article marketing?
• Synergistic relationship between article
author and website publisher
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• You control content, backlinks & anchor
text
• Your goals are both traffic and rank

69. Article Marketing
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70. Article Marketing
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71. Article Marketing
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• 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’
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73. Social Bookmarking – The Big Players
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Digg – 33.4m monthly visitors
Buzz – 8.1m
Reddit – 4.9m
Stumbleupon – 4.4m
Technorati – 3.3m
Source: Ebizmba, Feb 2010

74. Social Bookmarking
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• Some others…
• Socialmarker.com

75. A Free Directory Listing
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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
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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
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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?
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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
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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”
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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)
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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
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84. Keywords & Intent
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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
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86. The Single Most Important Thing
• Test
• Evaluate
• Adjust
• Run
• Test
• Evaluate
• Adjust
• Run
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87. Why Look at Numbers?
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88. Why Look at Numbers?
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89. Why Look at Numbers?
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90. Google Analytics Overlay Mode
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91. Goals & Funnels
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• 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
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• What is a goal?
• What are funnels?
Determine a desired path through your site that you want
site visitors to follow

93. Goals
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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)
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96. Google Website Optimiser
• A/B Testing Vs Multivariate Testing
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97. Google Website Optimiser
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98. Google Website Optimiser
• Select test and conversion pages
• Create sections & variations
• Install experiment code (a bit techy)
• Preview & approve combinations
• Review & launch
• Repeat
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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
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100. Conversion Tools
• Reviews
• Live chat
• 3rd
Party feedback tools
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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