Online Marketing Presentation
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Online Marketing introduction for Small to Medium Businesses in Australia.
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Online Marketing Presentation
- 1. Web Site Advantage Online Marketing It’s more than SEO! These slides and more can be found at http://min.to/slides
- 2. Tony McCreath Software Engineer Website Developer Search Engine Optimisation Online Marketing http://min.to/tony
- 3. Lots of money and little return, so WHY HAVE A WEBSITE?
- 4. Australian Searches per Month • “Metal Detectors” These are 1,900 potential • Metal detector phrases customers! 8,097 • Metal detector related market 29,695 Based on around 1,000 identified search terms and data from the Google Keyword Tool http://min.to/keywordtool
- 5. Let’s do it backwards STARTING AT THE END
- 6. What are your True Goals? • Sell Stuff • Customer Loyalty • Get Leads • Brand Awareness • Support Customers http://min.to/goals
- 7. How are your Goals Achieved? • Online Purchase • Always push visitors • Email Contact towards your Goals • Phone Call • People have their own • Walk In preferred ways …
- 8. Who Are your Customers? • Put yourself in their shoes • Design for them
- 9. What are they looking for? Information Do Research • Answers to Questions • Search Phrases • Solutions to Problems • Popularity • To Learn/Research • Competition • To Compare • Conversion Rate • To Buy Google Keyword Tool http://min.to/keywordtool
- 10. Give them what they want • Answers • Solutions • Product Information • Guides • Tutorials • Informative Content • Great Content • Original Content • Use their Words
- 11. Why You? • What Makes You Different? • The Cheapest • The Best Service • Unique Selling Point • Free Coffee • Trust • Testimonials • Awards
- 12. Why not you? • Not User Friendly • Poor Quality Content • Irrelevant Content • Lack of Trust • Who are you? • Data Confidentially • Data Security • Uncertainties
- 13. Now you’re ready to DESIGN YOUR WEBSITE
- 14. Focus on Needs not Wants Needs • Contact Form • Phone Number • Informational Pages • Products • Easy Shopping • User Friendly • Search Engine Visibility Wants • Flashy Stuff • What other websites have • Continually adding new wants • Lots of small (irrelevant) changes • Complex Stuff
- 15. Design to Sell • Make it Easy to Contact you • Add Call To Actions • Provide Incentives • Address Concerns • Create Trust • Show Secure
- 16. If you build it, they will not come PROMOTE YOURSELF
- 17. How you get found Referrals Search Social Advertising Networking Outbound Newsletters Fliers Word of Mouth Newspaper Ads Business Cards Radio Ads Events & Shows TV Ads
- 18. Link Building • Referral Traffic • Local Business Directories • Helps Search Ranking • Suppliers • Related Businesses • Sharable Content • Social (Forums…) • 1 million links for $10 • Link Networks http://min.to/linkbuilding
- 19. Being Social • Facebook • Needs Interaction • Twitter • Needs a human face • Google+ • Forums • Q&A Sites • Blogging • Pinterest
- 21. Advertising Shopping Organic http://min.to/shopping
- 22. Advertising Places Organic http://min.to/places
- 23. Advertising • Pay Per Click (PPC) • Clicks from 10c to $10 • Finely targetable • Instant • Continuing Cost • Don’t throw money away • Free Start-up Vouchers • Also Facebook, Twitter… http://min.to/adwords
- 24. Organic Results • Search Term Match • Same words on the website • Importance • Quality Incoming Link Authority Ranking • Visible Content • SEO Code • Rich Snippets • Great SEO Code Author Ratings http://min.to/keywordtool http://min.to/linkbuilding
- 25. And keep Improving • Fix Errors • Get More links • Better Content • Test Variations • Monitor for Issues • Analyse Data • Try New Ideas
- 26. Thank You Tony McCreath Web Site Advantage Questions? tony@WebsiteAdvantage.com.au http://min.to/slides http://WebsiteAdvantage.com.au
- 27. SEO 101 • Content • Keyword Analysis • Titles Tags • Link Building • Meta Descriptions • Find & Fix Broken Links • Content • Social Media • Link Text • Competitor Analysis • Image Alt Text • Friendly URLs • Rich Snippets • Content http://min.to/titles http://min.to/descriptions http://min.to/linkbuilding
- 28. Tools • Google Keyword Tool • SEOmoz Affiliate Links • Google Webmaster Tools • Raven SEO Tools • Google Analytics • HootSuite (Social) • Google Alerts • My Online Tools • My Online Articles http://min.to/tools
- 29. Enhancing Search Results Title Tag Google+ Author Meta Description Breadcrumbs Review Ratings http://min.to/titles http://min.to/descriptions
- 30. Chose Your System • Off the Shelf CMS • WordPress Quick, Cheap, Tested, • Free eCommerce Feature Rich, • Paid eCommerce Developers, Restricted • Fully Custom • Custom Website Slow, Expensive, Buggy, Feature Poor, Fully Configurable • Built-in SEO http://min.to/systems
- 31. Chose Your Team • Do it yourself • Verify Portfolios • Small Developer • Verify Testimonials • A Firm • Verify Location • Copywriter • Graphic Designer • Online Marketer • SEO http://min.to/team
- 32. Develop In Stages • Live Now • CMS Soon • eCommerce later • Keep Improving • Avoid Feature creep • Pay for changes CLIENT: What would it take for you to add this feature to the site? ME: Money. CLIENT: Um … what else? ME: Cash. CLIENT: I’m not getting this for free, am I?
- 33. Going Live • Don’t disappear • Google Analytics • Monitor • Google Webmaster Tools • Fix issues http://min.to/moving http://min.to/monitoring
- 34. Universal Search • Places • Shopping • Images • Videos • News • Social http://min.to/places http://min.to/shopping
- 35. Personalised Search • They know where you’ve been • They know where you are • They know what you like • They know who you hang out with • Results fluctuate • What you see is not what others see!!!!!!
- 36. Choose your Battles • What quality keywords • High traffic low can you win in? competition • Find Low Hanging Fruit • Already have some results • Do the easy rewarding • Places, Content stuff
Notes de l'éditeur
- Note down the link to get hold if these slides and more later. SEO is just a part of Online Marketing. SEO is focused on getting a good Google position. Making your website work for you covers a lot more than that.
- A lot of people who have websites that just gather dust. If you make your website work for you then you will get return on your investment.
- These are just estimates. A top ranking website gets around 7,000 Australian visits per month from Google
- Let’s work out what the final goals are first then work back to find out how to achieve them
- It’s not being #1, having a cool website, to tell people how great you are. Left: primary goals. Right: secondary goals.
- Some of the main ways to reach your goals.
- Personas. Demographics (age, affluence, interests, location…). Put yourself in their shoes.
- Information they want. How to find out.
- No difference then price is the decider. Have to state why your service is the best. Free shipping. Guarantee. Brand awareness. What value added services are you not telling people – free coffee.
- Do you exist? Business name, phone number, address, abn. Unknowns: freight, in stock, secure…
- Call To Actions: Buy Now, Call. Incentives: Time limits, bonuses, while stock lasts. Concerns: Shipping Price, Privacy, Delivery Times, Guarantee, Support, Payment Options. Trust: You exist, Secure Badges, Privacy.
- Outreach. Social: Forums, Q&A, Signatures.
- Causes Traffic. Reputation Management. Branding. Author, Friend based Ranking.
- Universal Search. 33% click on top organic listing, few on adverts. Enhanced listings (top organic has address). Organic: based on merit.
- Localised results.
- Google AdWords. AdWords Express (Places) has poor results. Facebook has good demographic control.
- I’ve covered what you need to do already. This is SEO. It takes time. Target what you can get (low hanging fruit).
- Typos. Broken links.
- Search Result Emulator. Redirect Generator. PageRank Checker. 404 Checker.
- Complex features may require custom. Avoid custom if you can.
- DIY: own time, own skills.
- 301 redirects.
- When checking your ranking, watch out.
- Strengthen keywords that already cause traffic. Places, directory listing.