Search Engine Optimisation

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Download slides from http://goo.gl/q4Uo
Delivering traffic to your website
Andy Poulton
Business Adviser ICT

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Making the most of your website
Agenda
• Introduction
• So how big is the internet really?
• Search Engine Marketing
• What else is there?
• Close

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0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£Bn
20.4
29.8
46.6
64.3
88
121
Source IMRG

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The 2 most common questions
I don’t think my
website’s
working for me,
what can I do?
How do I get
more people to
visit my website?

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1 Answer
How is your website performing right now?

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Website performance – what you need to know
• How many visitors does your site attract?
• What do they do whilst they are there?
• How many pages do they look at?
• How long do they spend on the site?
• How does this compare against the targets set for the site?
• How many conversions occur?
• Sales
• Email contact
• Subscription
• Calls

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Typical Web stats

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www.google.com/analytics

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Is this better?

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www.google.com/webmaster

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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?

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Low conversion % -
then let’s look at your
site

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Is your site ready?
Is it
• Fast to load?
• Easy to Navigate?
• Loaded with compelling and relevant content?

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Great conversion % -
then let’s look
building visitor
numbers

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Search Marketing

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First - go and register with DMOZ
www.dmoz.org

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90% of searches conducted on top 4 search engines
1
2
3
4
Google
72%
Yahoo
12%
Bing 10% Ask 4%

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Why Optimise your Site?

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Why Optimise your Site?
Fewer than 50% of Google users go beyond page 1
Less than 10% go beyond Page 2

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Search Engine Optimisation (SEO)
• Understanding how your customers are looking for YOU
[key words/phrases]
• Understanding WHERE the search engines look on your pages
• Ensuring the KEY WORDS/PHRASES are available in the places the
search engines look
The art of making web pages “search engine friendly”
On-site Optimisation

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Search Engine Optimisation (SEO)
• Understanding how other factors can INFLUENCE
the search engines and how
YOU can use these to
YOUR advantage
The art of making web pages “search engine friendly”
Off-site Optimisation

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What’s the big secret?
Do the right things right
and
get the right results
There Isn’t one!

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Probably the most important
content on your web site
What’s the big secret?

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Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
• Search using your keywords and see what appears
• Use the free Google keyword tool

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Where do they go?

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Where to place Keywords
HTML Page Title
HTML Title
• This is what will be catalogued - about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular page

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Page Content

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Meta Description Tag
• Limit to around 150 characters
• Use on every page
• Customise for each page

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Alternative Attribute – aka Alt Tag
• Every Image needs one
• Build Keyword Count
• Comply with Disability Discrimination Act - Accessibility
Perry Marshall – Adwords
Expert

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Name files with keywords
• HTML page name - www.perrymarshall.com/google/adwords.htm
• Images - adwords-expert.jpg
• Keywords for Text Links [Anchor Text] -
• Header Tags <H1> </H1>

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Where they go - summary
• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
• ALT Attributes
• Navigation Link Anchor Text
• URLs

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What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• The number of INCOMING links
aka Back-Links

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Back-Link verification

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Remember
Your web site is for your
CLIENTS
not the search engines

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Probably the
greatest marketing opportunity
known!

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PPC
Results

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Pay per Click
aka PPC, Adwords, Sponsored Links
Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max
www.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands

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Pay per Click – How it works
1st
ad on page
Bid 30p per click
Pay 1p

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1st
ad on page
Bid 30p per click
Pay 3p
2nd ad on page
Bid 20p per click
Pay 1p

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1st
ad on page
Bid 30p per click
Pay 3p
2nd
ad on page
Bid 20p per click
Pay 1p
3rd
ad on page
Bid 50p per click
Pay 5p

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The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions
Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)
1% is so-so to OK
2% is OK
3% and above is doing well

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CTR 1.5%
1.5 x 30p = 45
Pay 3p
CTR 3%
3 x bid 20p = 60
Pay 1p
CTR 1%
1 x bid 50p = 50
Pay 5p
The impact of Quality Score
1st
ad
2nd
ad

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So how can we
improve
the CTR?

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Pay per Click – Champion & Challenger
53% 1085 22,849 4.75%
47% 476 20,262 2.35%
% served Clicks Impr.
CTR

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What else is there?

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Email Marketing

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Business
Networks

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TWITTER

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Resources
• Google Webmaster Resources
• Search Engine Watch – everything you need to know about SEO
• SeoMoz – SEO information and resources
• Google Keyword Tool – choose relevant keywords
• Drayton Bird – Direct Marketing genius
• Perry Marshall – FREE Google Adwords course
• Cardell Media – Marketing Guru, loads of FREE stuff!
• Bruce Clay – More excellent SEO information

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Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
http://www.businesslink.gov.uk/southwest/eventspresentations

Search Engine Optimisation

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