Cim sept2013-Preston-UCLAN

(c) Jan Klin & Associates 2013
Online Marketing and Search
Engine Optimisation (SEO)
Jan Klin
Managing Partner
Jan Klin & Associates
01928 788100

Sales Funnel and Inbound Marketing
 Accepts that we want to
communicate with
people at each stage of
the process
 Accepts that people
respond to different
media at different stages
 Accepts that ‘the more
we give the more we get’
 Content Marketing
– Blogging, S Media,
whitepapers, ebooks,
email newsletters…
No interest

SEO -Still the main method..

 SEO– Maximising your position in the hitlist
 Click throughs dissipate as we move down the list
36% of internet36% of internet
users perceive ausers perceive a
company in thecompany in the
top searchtop search
engine rankingsengine rankings
to be a majorto be a major
brandbrand
Source: iProspectSource: iProspect
search enginesearch engine
branding surveybranding survey

SEO in construction

Galleries and case studies essential

SEO in the Travel Business

SEO success in High Tech
Manufacturing
SEO in High Tech B2B

SEO success in High Tech

Google Places – before
-Address details on optimised (home) page
- Geo info in ‘title’ tag
-Entry in local directories – eg Yell
-Entry in Tripadvisor if you are a hotel

Google Local - After

1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
– Utilise correct ‘keyword density’
– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy
and Process

The Spidering Process

HTML Sitemap

Register with
Google Webmaster Central (GWC)

Developing the Initial Keyphrase List
- Brainstorm with your self and others you work with
- Look at what competitors use (‘view’; ‘source’ then see the meta data and
visible text)
- Any brand names or generic product types which are relevant
- Study your web stats for keyphrases which have driven people to your site
- Take you mates down the pub and ask them what they would type in to find you
- Use web based tools eg Google Keyword Tool:-
- You could even ask your customers and suppliers

https://adwords.google.co.uk/select/KeywordToolExternal

www.digitalpoint.com

Keep this keyphrase list for use with other inbound marketing

Using Google’s autosuggest
 Another input into keyword
analysis
 See what gets suggested
and include if relevant
BUT
 Be aware of personalisation
skewing
– Results shown will
reflect previous click
through activity

Components of SEO

Textual content is King
 There is no substitute for good
‘keyword rich’ content
– At least 200-250 words
– Content semantically related
to keywords (LSI)
 Eg, valentine, love, hearts,
romance
 Focus on natural writing of
copy
 Add new relevant content as
often as you can
– Use pdf’s, word documents
– New pages with related
content – eg history,
background, instructions

Google’s ‘Panda’ Update –
Emphasis on Quality Content
-Sites with copied content are
getting penalised
-Emphasis needs to be on original
and interesting content
-Copy writing needs to be a
priority activity of SEO
-’Duplicate content’ is a definite
no – no
-Also ‘fresh’ content favoured
(latest update)

2nd
only to Wikipedia!

The Keyword Density
Issue for Visible Text
 What do you think of this bit of
copywriting!
 Our Yellow widgets are the best in the
UK and if you buy our yellow widgets
you will be sure you have bought the
best yellow widgets you can buy and
absolutely envied by the rest of the
yellow widget buying community both
here in the UK and the rest of the
yellow widget buying community
throughout the world. Yes, you really
need to buy our award winning yellow
widgets. Click here to buy yellow
widgets
 1%-3% is ideal (keep below 10%)
 Check you density with:
– www.ranks.nl/tools/spider.html

www.asgservices.co.uk

Capturing content below the scroll

www.aardvarksafaris.com

What not to do!

In summary
 Write text as naturally as possible
 Check afterwards that the target phrase(s) is included the right
number of times
– 3 repetitions per 100 words is generally enough.
– Punctuation not important
 Emphasis on ‘quality’ and ‘fresh’ content
 The phrases can be included in:-
– The main text
– Header tags (h1, h2 etc)
– In in-text links
– In navigation links
– In footnotes
– In ‘alt’ tags

1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases
 Title tag, description tag, keyword tag,
 H1 Tag (see lloyd and Asg)
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
Strategy
and Process

Meta Tags – The Title tag

Different Pages Optimised for Different
Keyphrases

Eye Tracking Study
 2/3 of the time users initially
looked at a listing for 7/100 of a
second
 Predominately looked at titles
 Across all Yahoo! searches,
participants focused on the titles
first and foremost, with fewer
reading the fine print of the
listing
IMPORTANCE OF TITLES
Source: Marketing Sherpa Study, August 2005

Meta Tags
Keyword and Description tags

Backlinks - Use www.linkdiagnosis.com to check
your links

The SEO Process and Domain Authority
 Do on page SEO work first – then a ranking check to see
where you are positioned
 The only remaining variable to improve to increase rankings
is your domain authority
 What is domain authority (DA)?
– what is yours?
– What is your competitors?
 DA is mainly a function of backlinks into your site ( and
domain age to a certain extent)
 The gap between your DA and your competitors DA can be
closed by link building

Check you Domain Authority

(c) Jan Klin & Associates 2013(c) Jan Klin & Associates 2012
http://www.opensiteexplorer.org – to
check your links and DA

-The number and quality
of links you need is driven
by the competition!
-Determine your
competitors DA and link
numbers to drive your
activity
Its all relative!

Where do the links come from?
http://www.touchgraph.com/TGGoogleBrowser.html
Many places… but we need to develop
them in a structured way
 Directories
– General
– Industry specific
– Some free some paid for
 Strategic Partnership links
 Reciprocal links
 In newsgroups and other forums
 Social media sites – SEE LATER
 In Blogs
 Banners
 Forums
 Affiliates
 RELEVANCE – more important than ever!

Link Building Strategies
-aka Content Marketing
 Why is link building important?
1. Links from other sites to ours
generate traffic for us
– Eg A reference from a directory
such as Yell.com will lead people
directly to us
– Other ‘content marketing’ will
generate links
2. It is an important factor in our
search engine rankings
– The more links the more important
we are for search engines
– CHECK YOUR LINKS AT
www.ahrefs.com

Link Building Post Penguin
 Don’t buy links
 Don’t contract with link builders
who use link farms
 Don’t get involved in comment
spam on blogs and forums
 Don’t build too many multiple links
from the same ownership sites
 Don’t use the same ‘anchor’ text
over and over again
 Do see www.janklin.com/blog

Consistent link building over 2 yrs quadruples traffic

Europages – An Effective European
Business Directory

Natural links are a by-product of good
content marketing…
 Attracting links via your blog
 Distributing press releases
 Article distribution
 News stories
 Social media bookmarking sites
 Etc, etc

Content outreach-
Present your content to relevant blogs

Ensure Press Releases get Anchor text based
links back to website

www.dgcos.org.uk
 Using
Logos/accreditations to
get backlinks
 Logo gets sent to
accredited members to
afix to their website
 Code is included within
the logo with ‘anchor
text’ based link back to
website

Where do these links come from?
PR (‘Public Relations’) sites
 New Directories – try…
– http://www.newsnow.co.uk
 PR Directories
Examples
– PRWeb
– PR World
– Marketwire
– Business Wire
– PR Newswire

Make your content shareabale
 Produce high quality
content – for example
an really interesting blog
article
 Ensure it easily
shareabale
 Amount of sharing is an
increasingly important
ranking factor
 Also provide good
quality content for other
sites and blogs

http://www.google.com/fusiontables/Home/
example
http://www.janklin.com/blog/bid/148572/Creating-a-Visual-Map-Of-Your-Backlinks
DIY at ….
Use fusion tables in google docs to
visualise competitor links

www.janklin.com – free lessons
 http://www.janklin.com/blog/l
esson-7-link-building-1
 http://www.janklin.com/blog/l
esson-10-link-building-2

Google Analytics – free and
comprehensive

Language and country traffic

Social Media Marketing

SEO and Social Media
 Social media sites show up in
search results (Google
Universal Search)
 Social Media activity is a signal
to search engines
 Social media and content
marketing naturally build links
 Google Plus now firmly
integrated with search

What can we use Social Media for?
 Brand awareness
 Brand advocacy
 Generating traffic and sales
 Customer service and information
 Customer support
 Typically not at the ‘selling’ end of the funnel

Google Plus – Serious Facebook
competition?
 350 million users now signed up
 Similar functionality to FBook
 Google hangouts – video
conference calls
 ‘circles’ concept is a differentiator
 Best of Facebook, Twitter and
LinkedIn?
 Intertwined with Google search

Use ‘circles’ to segment your
audience
 Eg have a circle for
training course
attendees
 people who have
signed up for email
newsletters
 People interested in
Social Media
marketing
 people interested in
SEO, etc

Cloggs ,Social Media and Brand
Development – B2C
 Started Sept 2009
 3 in house members of marketing team
– plus all staff encouraged to tweet
 Daily activity on Facebook and Twitter
 Encourage people to ‘share’ – ie
post references on their walls
 Encourage people to retweet
 To date have around 41000 fans, and
9600 followers
 Do weekly blogging
 Traffic conversions from web visitors -
slightly higher than search marketing
Helps with search engines

What determines what I see in my
‘top news’ feed? – Edgerank Algorithm

My last visit to Facebook

What determines your
position? – Edgerank algorithm

Edgerank Algorithm
 95% of Facebook users use ‘top news’
– Clearly if you want top visibility for your brand
you need to understand ‘edgerank’
 Egderank based on:-
 Affinity, Edge weight, recency (so post
often)
 ‘Edges’ are every interaction you have on
Facebook
– Eg – uploading a photo, ‘liking’ something etc

Carpenteroak- Facebook for promotion

Advertise directly-
based on demographics

LinkedIn
 100 million on line, Business focussed
 Set up a profile
– And get found
 Set up connections with other people
 Advertise – on a PPC basis
 Jobs
– Search for jobs, advertise your cv,
advertise your position via your network

LinkedIn – participate in groups
-or set up your own

Set up your Linkedin profile
-make it comprehensive so you get found

Set up a business page
-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with your followers

Advertise – on a PPC basis
 Target By: -
 Job Title “Patent Attorney” or
“Sr. Laboratory Technician” or
"Registered Nurse“
 Job Function “Sales” or
“Engineering” or "Marketing"
 Industry “Banking” or
“Biotechology”
 Geography “United States” or
“Netherlands” or “Toronto”
 Company Size "1-10" or “500-
1000" people
 Company Name "GE" or or
"FedEx“
 Seniority – Age 35-55
 Gender "Female" or "Male“
 LinkedIn Group "Business
Intelligence Group" or "Corporate
Real Estate"

Blogging – the ‘glue’ binding
Inbound Marketing

Linking your
digital assets

A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/
 Blogs every day
 Auto linked with Social
media – FB, YouTube etc
 Posts also distributed to
article sites and other
relevant sites (1700+)
 Over 50% of web traffic
attributable to blog
 Keyphrase list for main
phrases and ‘longtail’ used

www.everythingdinosaur.com

Another happy face!

Blogging and SM combined
David Karp – founder and CEO

Twitter and Promotion
 Promotion of your
products, websites,
events…..
 140 characters BUT
links back to more
detailed content
 Link your Blog to
Twitter to save time

Twitter for Business Leads
 Searches for tweets
relating to pitch
marking
 Responds to
situations requiring
product supply to
generate business
opportunities

Engaging with the influencers

Carpenteroak –using twitter for promotion

Twitter for Business Leads
 Searches for tweets
relating to play
equipment
 Responds to
situations requiring
product supply to
generate business
opportunities

5 tips to maximise search engine rankings
through Twitter
www.wilsonweb.com/linking/basu-twitter-linking.htm
 1. Link to your Twitter profile
– Link to your Twitter profile from your website, blog, and by using social media sharing buttons.
 2. Set up different Twitter accounts if you have different business units
– Different Twitter accounts are used when your company's employees use their own personal
accounts to re-tweet tweets from a company account.
 3. Use a friendly URL shortener
– Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from
a tweet back to your website.
 4. Use Klout.com to figure out who you are influenced by
– Klout is a service which analyses your influencers and who you influence.
 5. Update accounts using RSS feeds of your content
– You can create an RSS feed of all the digital assets you have including YouTube videos, white
papers, blog posts, press releases and more, and then syndicate these to Twitter.

YouTube and Video
 Now the number 2
search engine
 Now 1 billion unique
visitors per month!
 Promote your products
via YouTube and other
video upload sites
 Include videos within
your own website
 Set up you own channel
– you may get invited
to become a partner

www.Blacksheepwools.com
 Set up you own channel – you
may get invited to become a
partner
 Invite people to subscribe so
they see your videos
automatically as you upload
them
 Substantial driver of traffic for
Blacksheep
– 13 videos to date
– Over 100,000 views

Optimise your clips…

www.socialmention.com

UKTI mentions

Pay per Click Advertising
(&PPC)

Google Adwords

What determines your ads position?
 Bid price
 Advert effectiveness
 Landing page quality

WHY USE PAY PER CLICK?
 Capture many – 100’s, 1000’s of keyphrases
– No website changes like optimisation
 For short term promotions
 For new websites
 Drive country specific searchers
– Geographic targeting
 Keyphrase analysis
– More accurate than the tools
 For websites difficult to optimise
– Flash etc

Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

Capture the ‘long tail’
-200,000 keyphrases
Targeted
-65,000 alone for boilers
-long tail phrases – ‘worcester
Greenstar 28i junior combi boiler’
-Are cheaper AND convert to
business easier

www.villaretreats.com/ru
 A series of
Russian
landing pages
for luxury
villas
 PPC on
Google and
Yandex
 SEO for these
engines also

Search Term
Research &
Targeting
Drives
Quantities
of Leads
Title &
Description
Targeting
Drives
Quality of
Leads
Landing Page
Targeting
Drives
Conversions
How pay-per-click works

•Choose titles and
descriptions that are
relevant to the search
•Strong ‘call to action’
•Repeat search terms in
the ad
Do’s and Dont’s

•The ad links directly to the
relevant landing page
Do’s and Dont’s

Consider multiple device types
-avoid duplicate content issues
- Use responsive web technologies to identify
which device is being used to access your site
-Display different website sizes to reflect the
device being used
-Use google analytics to see different
device types accessing your site
See Jan Klin’s Blogpost on ‘Responsive web design’

Landing Pages
 Its not just the home
page which needs to
engage your audience
 Pages searchers and
browsers land on which
are ‘call to action’ rich
 Designed to get visitors
to contact you or buy
from you

An Ideal Landing Page…
www.free-employer-advice.co.uk
-Many ‘calls to action’
-Include words which
reflect what has been
searched for
-eg ‘employment law’
-Build trust
eg customer testimonials
-appropriate images

Relativity changes everything
At the end of a semester during an exam a
student exclaimed ‘Sir these are
the same questions you asked
last year!’
to which Einstein replied ‘ Yes, but this
year the answers are different’

For a copy of the slides….
 Just email – jan@janklin.com
 01928 788100
 07946 513521

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