How visible are you online by Terence O'Toole of Aró

How Visible is Your Business Online?
Assessing your business's visibility in Google and how
to
increase it profitably in the short and long term.
Terence O’Toole | Head of Digital Marketing

Aró Internet Business Development | www.aro.ie

• Topics
– What do we mean by ‘Online Visibility’?
– How to assess your websites current visibility in Google
– How to influence your visibility in Google
– Assessing your present online revenue
– How to boost your online profitability
• In the Short Term
• In the Long Term
– Useful Resources

www.aro.ie How Visible Are You Online? 2

Online Visibility

Assessing and influencing
your online visibility

Online Visibility

• Online visibility is a term used to describe how easily
consumers can find your company in relevant online
channels. The goal of an online visibility strategy is to
ensure that a brand is represented across all popular
online channels.

• Online channels include: search engines, local websites,
social media sites and directories.

Source: http://advicemedia.com/what-is-online-visibility/


Search Engine Results Page (SERPS)


Online Visibility

• Why you should pay attention to your online
visibility?

– Search Engine Marketing can offer some of the best
return on investment in your marketing spend and
results are highly measureable

– Qualified customers: people searching for your
business’s product or service are already on the
purchase path


Online Visibility

• How to assess your website’s visibility
1. Research all search phrases for your business or
industry
2. Build your ‘Master list’ of key phrases
3. Refine your list down to relevant phrases for your
business
4. Benchmark your websites organic visibility (at
least quarterly)


Online Visibility

• How do I research the relevant phrases for my
business / industry?
– Important sources of key phrases
• Brainstorming
• Your existing website
• Your competitors
• The Google Keyword Tool
• Bing Keyword Suggestions Tool
• Google’s ‘Search Suggest’
• Google Analytics – Organic Traffic
• Well performing key phrases (conversions)
• Internal site search stats

Online Visibility

• How do I research the relevant phrases for my
business / industry?
– Important sources of key phrases
• Other website reports – e.g. CMS reports
• Specific pages
• Google Trends
• Brand searches
• Offline Marketing Material – Brochures from each element of
your business
• Other keyword tools e.g.: WordTracker & UberSuggest
• Customers of your business – a worthwhile exercise might be to
ask a customer how they searched for you


Good Keyword Tools
• Google Keyword Tool (free)
– https://adwords.google.com/o/KeywordTool

• WordTracker (fee based)
– http://www.wordtracker.com/

• UberSuggest
– http://ubersuggest.org/


Google Keyword Tool
• What is it?
– It is a tool provided by Google to provide the
online advertiser the following decision data:
• Popular search terms
• Approximate search volume
• The competitiveness of that search terms – the
more competitive the more expensive


Google Keyword Tool
• Benefits
– It gives you a breakdown of relevant phrases that will potentially
bring your website visitors – whether you pay for them (PPC) or
optimise your site for them
– Find new key phrases
– Target a specific webpage to extract keyword ideas
– Easy to export
– Links into the Google Adwords Traffic Estimator


Stages of Key Phrase Research
& Selection
1. Research all potential phrases for your business
using the many sources of key phrases

2. Group key phrases into their respective groups
e.g. spa, wedding, restaurant etc.

3. Sub-divide your key phrases groupings further
e.g. day spa, spa treatments london, spa packages
london city centre


& Selection
4. Search Volume – Research how popular all your key
phrases are i.e. how many times per month are they being
searched in Google using Google Keyword Tool
5. Sort High to Low – arrange the phrases in order based on
the highest volume search coming first
6. Decide on the most appropriate phrases for each section of
your site based on:
• Volume of searches of that particular phrase
• Taking a realistic view of what you can be found for given the
competition for your particular market/location
• The number of pages on your website


Get the search volume for
your
important key phrases


& Selection
7. Benchmark your online visibility before you
optimise your website

8. Optimise your website based on your key phrase
research


Key Phrase Groups

• It’s essential to categorize your phrases
into distinct key phrase groups
• You can and should further divide the
phrases into subgroups
• See example of a country house hotel key
phrase groupings


Examples of Key Phrase
Groups

• County house hotel + Location
– Sample phrase: ‘country house hotel cork city’
• Country house hotel + near + location
– ‘Country house hotel near cork city’
• 5 star wedding hotel + location
– ‘5 star wedding hotel cork city’
• 5 star wedding venues + location
– ‘5 star wedding venues cork city’


Sample Groupings of Key Phrases
Country House Hotel Spa Wedding
Generic Generic Generic
country house hotels spa wedding hotel
country house hotel spas wedding hotels
spa hotel
spa hotels Wedding + Location
Country house + Location spa resort wedding hotel dublin
Country house dublin spa resorts wedding hotels dublin
Country houses dublin dublin wedding hotel
country house hotels dublin Near dublin wedding hotels
country house hotel dublin wedding hotel in dublin
Country house tallaght wedding hotels in dublin
Country houses tallaght
country house hotels tallaght wedding hotel tallaght
country house hotel tallaght wedding hotels tallaght
Country house maynooth Health Spa tallaght wedding hotel
Country houses maynooth luxury health spa tallaght wedding hotels
country house hotels maynooth luxury health spas wedding hotel in tallaght
country house hotel maynooth luxury health spa dublin wedding hotels in tallaght
Country house wicklow luxury health spas dublin
Country houses wicklow luxury health spa near dublin wedding hotel wicklow
country house hotels wicklow luxury health spas near dublin wedding hotels wicklow
country house hotel wicklow wicklow wedding hotel
Luxury + Location wicklow wedding hotels
luxury spa hotel wedding hotel in wicklow
luxury spa hotels wedding hotels in wicklow
luxury spa
luxury spas
luxury spa hotel dublin
luxury spa hotels dublin
luxury spa dublin Near
luxury spas dublin wedding venue dublin
Country house near dublin luxury spa hotel wicklow wedding venues dublin
best country house hotel near dublin luxury spa hotels wicklow wedding venue near dublin
country house hotels spa near dublin luxury spa wicklow wedding venues near dublin
luxury country house hotel near dublin luxury spas wicklow wedding hotel near dublin
luxury country house hotels near dublin luxury spa hotel tallaght wedding hotels near dublin


Sample Ranking Report

Google Global Google Local
Search Phrases for www.google.com.au www.google.com.au www.google.com.au
Monthly Monthly Change +/-
www.greathotelsydney.com 01/11/2012 01/12/2012 01/01/2013
Search Volume Search Volume

luxury hotels in sydney 5400 390 3 4 2 +2

luxury hotel sydney 5400 390 2 1 3 -2

luxury penthouses in sydney 46 <10 11 12 8 +4

luxury sydney hotel 5400 390 5 4 3 +1

exclusive sydney hotels 28 - 4 4 2 +2

hotel suites sydney 2900 170 20 15 10 +5

sydney hotel suites 2900 170 19 14 11 +3

penthouse suites sydney 1000 28 2 2 1 +1

penthouse suites in sydney 1000 28 3 4 1 +3

best hotels in sydney 6600 480 8 9 8 -1

top hotels in sydney 4400 320 NIT30 NIT30 NIT30 -

5 star hotels sydney 8100 590 25 22 23 -1

5 star hotels sydney cbd 590 240 11 12 12 -


Influencing Your Visibility

• There are 3 ways to directly influence
your visibility in Google
1. Search Engine Optimisation (SEO)
2. Pay-Per-Click Advertising (Google Adwords)
3. Vertical sites specialising in your businesses
products or services
• Examples:
• Wedding related services directory


Influencing Your Online Visibility

• Search Engine Optimisation (SEO)
“SEO is a proactive, structured approach used to improve the
position of a company in the natural or organic results listings of
search engines for the key phrases you target. It’s aim is to increase
awareness and drive visits to a site from new prospects and existing
customers.”

Dr. Dave Chaffey, CEO SmartInsights.com



• There are 100’s of factors that influences a
website’s online organic visibility
• Ten important factors to consider in SEO
1. Optimisation - every page on your website
2. Unique & relevant website copy - frequently
updated
– Example: 5ive Star London
3. Inbound and internal links – Quality links
– Example: Dorchester Collection
4. Social Media Metrics - increasingly important



Ten important factors to consider in SEO
5. Dedicated landing pages for your topics
6. Site Speed: Google penalises slow websites
7. The comeptition: it may not be possibe to dominate the SERPS
page for your topic due to saturation
8. Domain Age: The older a domain, generally the most trusted it
is and the more likely it is to rank higher
9. Your domain name: It helps to have an important search
phrase for your business within the actual domain e.g.
www.stjameshotellondon.com
10. Patience: increasing your visiblity takes time, Google make
your earn your organic ranking


Example 1: Organic Visibility

• Tayto Park


Example 2: Organic Visibility

• hotel gift vouchers cork



• Pay-per-click Advertising (PPC)
“ Paid search marketing is the process of gaining
traffic by purchasing ads on search engines. It is
sometimes referred to as CPC (cost-per-click) or
PPC (pay-per-click) marketing, because most
search ads are sold on a CPC / PPC basis ”

Source: http://searchengineland.com/guide/what-is-paid-search


Example

• Penthouse suites london



• How to begin a PPC campaign
– Keyword Research
– Setup a Google Adwords Account
• http://accounts.google.com
– You can have a campaign up in minutes
– Set the maximum amount you want to spend per click and per
day
– Ensure that you measure your conversions
• Reservation
• Purchase
• Enquiry
• Viewing of a key page
• Completion of a call to action
• Download or upload


Remarketing

• This form of advertising will soon be mainstream
• Advertising that allows you to create and target list of
users what have already expressed an interest in your
client’s products and services
• A potential customer visits your website – they are now
pre-qualified customers
• They may not may a purchase at that time – lost sale?
No


Remarketing
• You can target these potential customers after they
leave your website
• Short video explaining the concept:
http://www.youtube.com/watch?v=k6dTtcYBBFI


Remarketing


How to set up a remarketing campaign

• A remarketing campaign can established with your
Google Adwords account
1. Create appropriate graphics to highlight your specific message
‘luxury hotel suites from £xxx’
2. Create various list of users who visit the suite section of your
website
3. When a visitor to your website leaves and visits any of Google
Display Network sites – they will see your ad.


How to Boost Your Profitability

…In the short and the long term

How to boost online profitability

• There are many ways to boost your
online profitability
1. Websites without Google Ecommerce
Tracking
2. Websites with Google Ecommerce Tracking


Without Ecommerce Tracking

• PPC conversions
– Line of html code that is placed on the transaction
complete/thank you page
– Allows you to match the phrase that you bid on in the
first place to the transaction complete
• Google Adwords
• Bing Ads
– PPC key phrases that convert for you: focus these
phrases and variations into your SEO efforts
– Assess the cost of the conversion and compare it to
your off-line marketing efforts

Without Ecommerce Tracking


With Ecommerce Tracking

• PPC conversion codes
– This option is still available to you
• With Ecommerce Tracking you will be able to assess
what online channel provides you with the best ROI for
your marketing spend
– Paid Search
– Organic Search
– Social Media and Paid Social Media Ads
– Direct
– Referrals
– Offline marketing: Calls, QR Codes, specific url


Ecommerce Overview


Assisted Conversions

Google Analytics Assisted Conversions reports the value of
various marketing channels in the sales process.


Top Conversion Paths

The Top Conversion Path Report will show you all of the different
paths that visitors have taken in a 30-day time period to convert.



• In the short term
– Engage in pay-per-click marketing to boost your
online visibility and close search gaps
• Increase enquires
• Increase sales
– Assess what key phrases convert through your
website from pay-per-click marketing
• Sale
• Completion on an online form
• Download
• Upload
• The viewing of an important page



• In the long term
– Ensure your website is properly and frequently search engine
optimised
– Consider getting a shopping cart that allows the installation of
Google Ecommerce Tracking
– Assess what channels are converting the best for your business
• Organic
• Paid
• Email
• Social Media
• Referrals
• Direct
• Offline channels



• In the long term
– Assess what platform converts the best for
you:
• Mobile website e.g. http://m.hayfieldmanor.ie
• Desktop website e.g. www.hayfieldmanor.ie
• Refocus your efforts to what works

– Frequently monitor your organic visibility to
identify gaps in search visibility


Trends to watch out for in 2013

– Mobile: How important is being mobile friendly to
your customers and how are you fixed?
– Remarketing: capture the potential lost customers
– Video marketing: visual marketing
– Attribution Measurement: e.g. Google Analytics
– Facebook Graph Search: Facebook will no doubt
unveil opportunities to do marketing around searches
within Facebook
– Inbound Marketing: prequalified leads primarily
from blogging, social media interaction, search engine
optimization and webinars.
– Google Plus Local Page: Claim or create one for
your business
http://www.google.com/+/learnmore/local/

Your Online Visibility Strategy

Kick-start Your Online Visibility Strategy Today!

1. Research all the potential key phrases for your website
2. Identify the relevant phrases to your business – be
realistic
3. Assess your organic visibility in Google to identify
where there are visibility gaps
4. Engage in pay-per-click marketing where your visibility
is underperforming/non existent
5. Engage in Search Engine Optimisation activities
6. Measure your results (with or without attribution
measurement)

Helpful Resources

http://adwords.google.com/
www.google.com/analytics/
https://adwords.google.com/o/KeywordTool
http://www.simplybusiness.co.uk/microsites/google-analytics-guide/
http://www.bing.com/toolbox/webmaster
http://www.seomoz.org/blog
http://www.google.com/ads/innovations/remarketing.html
http://www.newmediacampaigns.com/page/what-is-inbound-marketing
http://www.morevisibility.com/analyticsblog/tag/top-conversion-paths


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