Increasing the Visibility of Your Business Online

Increasing the
Visibility of Your
Business Online
22nd February 2013
Vanessa Vallejo

Agenda

•  Intro
•  Search Marketing in Ireland
•  Overview of Paid Search
•  Local Business Listings
•  Overview of SEO

Bord Gáis Energy Book Club - Digital Marketing and Social Media Course
2

Vanessa Vallejo, Head of Search GroupM
Over 4 years working for digital specialist and media
buying agencies in Ireland

Working on:


2012 Irish Digital vs Total Media Spend

Classified
21% Search
45%

€146m
Display
34%

*Social media
4%
Sources: IAB & PWC – 2012 *projected totals based on H1


Search is King, Google is Search
Site
Monthly
Uniques
Yahoo Ask
(000s)
2% 1%
Bing
Google.ie
2,345
2%
Facebook
1,745

YouTube
1,447

Google.com
1,424

RTE
1,245

Yahoo.com
1,163

Yahoo.co.uk
941

Wikipedia
932

MSN.ie
907
Google
95%
Live.com
776

Source: Comscore May 2012


Why Should I Care?

•  In 2012, 80% of the Irish population is online vs the EU average of 65%–
that’s 3.6 million people

•  74% of Irish consumers use Search on a regular basis – that’s 2.7 million
people

•  95% use Google to search – that’s 2.6 million people

•  Can you afford to ignore this many people?


Mobile Search Increase Year on Year

180% Bord Gáis Energy Book Club - Digital Marketing and Social Media Course

Mobile Search Increase Year on Year
•  Mobile search is local
in nature with 50% of
all mobile queries
having local intent

•  As a result, 70% of all
mobile searches
convert within 1 hour


Search Engine Marketing is comprised of 2 parts

1)  Search engine optimisation (SEO)

2) Pay per Click Advertising (PPC)


The Search Engine Results Page

Paid per Click
Advertising (PPC)

Non-Paid, e.g.
Organic Search
Listings (SEO)


Paid Search (PPC)

Paid Search

Paid Advertising
PPC

20% - 30% of clicks

Paid Search (PPC)

Benefits of Paid Search

•  Customers are searching for info on your site, and reach is high

•  PPC is 100% measurable, easy to amend and easy to control

•  You only pay when someone clicks with the intention of going to
your website, so impressions are free

•  PPC can stand in where it is difficult to get organic visibility

•  Drawbacks - PPC can be expensive if not managed properly


Paid Search (PPC)

Paid Search Drives Incremental Clicks

Based on Google’s analysis of 390 cases…

50%
of ad clicks are incremental if
your natural search result
ranks 1

82%
ranks 2-4

96%
ranks 5 or lower


Quality score is Google’s algorithm for
the Adwords auction.

It impacts directly on cost and ad
position.

A good quality score (6 or above) will improve your ad position
& decrease your cost per click.

Paid Search (PPC)

Quality Score is Influenced By
1. Keyword relevance to search query 4. Landing Page Relevance

2. Ad relevance to search query

5. Historical Performance

3. CTR: number of ad clicks/number
of impressions x 100 6. Other relevancy factors


Paid Search (PPC)

Sample Adwords Account
Account Settings
•  Monthly budget and billing info
•  User access and preferences
•  Conversions

Campaign Settings
•  Set daily budgets
•  Country/location, language
and device targeting
•  Network: Search or Display
•  Start and End dates

Ad Group Settings
•  Set max cost per click limits
•  Ad copy or ad creative


Paid Search (PPC)

Paid Search Targeting Options
•  Network: Search or Display
•  Location and location targeting
•  Ad scheduling/day parts
•  Device – desktop, tablet or mobile
•  Target by device network (Meteor/
Vodafone/O2)


Define success before you start
KPIs can include:
•  Site visits
•  Online registrations
•  Online sales
•  Callbacks
•  Downloads
•  Time on site


Bord Gáis Energy Book Club - Digital Marketing and Social Media Course Photo by Rajiv Patel on Flickr

Local Search
Importance for
SMEs

Non-Paid Option

Local is Key for Small Businesses


Register a Google Places Listing for Free
www.google.com/placesforbusiness

Optimise your description
with relevant, descriptive
keywords and region-
specific keywords
Upload images: store shop
images, images of your
products and encourage
customers to write reviews


Importance of Google Places

This way to organic
site listings


Overview of SEO:
how it differs from
PPC

Organic (SEO)

Organic Search

Natural Search
Listing (SEO)
70% - 80% of clicks

SEO vs. PPC

Myth #1
Advertising on paid
search can improve
my organic rankings Paid Advertising
PPC

Myth #2
The number of clicks
on a website will
increase my ranking
Non-Paid “Natural”
Listings SEO


Organic (SEO)

Search Engine Optimisation is…

The process of improving the visibility of a website, page, image
or video with the aim of increasing search engine traffic.

3
0

Basic Differences Between SEO & PPC
SEO:
•  Organic results are determined by the algorithm’s view of the relevance of a website to
the search performed by the user.
•  We can influence these rankings by investing in our SEO efforts but our level of control
over how this process works is somewhat limited.
•  Clicks from organic rankings are free… however investment into SEO requires time,
expertise, and perseverance
Best Practice: combine SEO and PPC to Maximise Visibility

PPC:
•  We pay for the clicks we get from paid listings and paid search visibility is entirely under
our control. The main limiting factor is budget.
•  We can immediately gain top positions across a variety of searches at the “flick of a
switch”… by turning on our PPC campaign. The correlation between cause and effect
is very clear.

Organic (SEO)

Key Benefits of SEO

Visibility Increased potential to drive
brand recall

Increased visitor numbers

Credibility and market Requires no advertising
leadership online budget – clicks are free
3
2

SEO Challenges

•  Competition is high and there are usually 10 max results per page
•  Clicks are free, but costs and labor are front loaded and benefits are not
immediately visible
•  SEO takes time to work… months and years. It is a long term investment
that can be frustrating for some.
•  To be sustainable, SEO requires buy-in and integration from different areas
of a business – marketing, social media, and Web/Analytics.


An SEO Campaign is made up of 2 parts:

1)  On-site: Website optimisation
Encompasses everything within our control; your website’s code, architecture, page content
(copy, layout, navigation, keywords etc).

2)  Off-site: Domain Authority
Offsite factors have to do with how your website is indexed by Google. Increasing your
domain authority requires developing quality and relevant inbound links to your website,
from meaningful ‘sticky’ content, social media (Google+), directory registrations and blogger
outreach.


On-Site: Search Engine Considerations

1. Domain name – keywords targeted
2. Page title tags and metadata – keyword targeted
3. Keywords in headers
4. Inter-page linking (keyword contained in links from one page to another)
5. Navigation
6. Site architecture


1. Keywords in Domain Name


2. Keywords in Page Title tags and Metadata

Page title
More history and links
Meta data

More relevant domain
and page title tag


What are Page Title Tags and Metadata?

•  Page title tags tell users and search
engines the topic of a particular page

•  Title tags are displayed in search
engine results pages

•  You can find page titles in the upper
left corner of your browser

Max Recommended length: 70 characters


Description Tags

•  A compelling summary value proposition
for this page including keywords,
geolocators (if appropriate) and may
include synonyms.

•  Written to be read - very important for
people as they can influence a person’s
decision to visit a website.

•  Best practice to include both keywords
and descriptive text, along with a call to
action. Think of your description tag as
e.g. Call today! Or Book Now!
ad for your website

Max Recommended length: 155 characters


Best Practice Title and Meta Description Tags

•  Meta tags are important factors which we can control
•  Create keyword rich title tags (max 70 characters)
e.g. Surf Lessons Kerry, Surf School Ireland, Board Rentals, Tralee

•  Create unique page title and description tags for every page
•  Monitor how these appear within search engines

1. Home page tag – encompasses all services and location 2. Kids Surf Camps Page – specific to camps/lessons


Google Keyword Tool


No More Search without Social


Recap: Google Ranking Factors
• Use and frequency of words/phrases
• Website’s internal linking structure
• Inbound links

300+ • Content freshness
• User’s location
Factors • Device used to access the web
• Page load times
• Social signals


Questions?


Thank
You!

Daviddecastrob
Vanessa Vallejo, Mindshare Ireland t: @vanvallejo
on Flickr
vanessa.vallejo@mindshareworld.com Energy Book Club - Digital Marketing and Social Media Course
Bord Gáis
f: facebook.com/vantresca

Google Adwords Resources
Google Adwords Learning Centre
http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs

Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

Google Insights for Search
http://www.google.com/insights/search/

Google Analytics IQ Lessons
http://www.google.com/intl/en/analytics/iq.html?


SEO Resources

•  Seomoz.com - http://www.seomoz.org/learn-seo
•  Google Analytics - http://www.google.com/analytics
•  Google Keyword Tool- www.googlekeywordtool.com
•  Google Insights for Search - www.google.com/insights/search
•  Google Webmaster Tools www.google.com/webmasters/tools

SEO Publications
http://www.seomoz.org
http://searchengineland.com
http://www.mattcutts.com/blog


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