Grow your Business with Online
Marketing
- From Social Media Marketing to SEO
Jan Klin
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,
SEO– Maximising your position in the hitlist
Click throughs dissipate as we move down the list
36% of internet 36% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brand brand
Source: Source: iProspectiProspect search engine
search engine
branding survey
SEO success in High Tech
Manufacturing
Google – ‘Universal Search’ and DAO (Digital Assets
Optimisation)
Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInGoogle 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
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
Register with
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
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
What are the main factors to consider when
selecting and prioritising keyphrases?
Search Volume – the number of monthly searches
– The bigger the better?
Business Relevance
– how important is this term to my business Keyphrase relevance
– what is the searcher looking for when using this phrase– Single word phrases are not good as its difficult to know the searchers intent
– Phrases can have different meanings ‘eg ‘cold treatment’ – Mix ‘long tail’ and ‘head phrases’
Competition
– how much competition is there for this phraseUsing 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
Major Ranking Factors
On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, description, H1 – Visible (readable) html content
– Internal links
Off Page Factors (‘Competitive Differentiators’)
– Inbound link infrastructure
– Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links
Behavioural (less important generally , BUT will
become more important)
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
Strategy
and Process
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
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
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
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
Different Pages Optimised for
Different
Keyphrases
(c) Jan Klin & Associates 2012
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
Meta Tags
Major Ranking Factors
On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, description, H1 – Visible (readable) html content
– Internal links
Off Page Factors (‘Competitive Differentiators’)
– Inbound link infrastructure
– Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links
Behavioural (less important generally , BUT will
become more important)
Backlinks
- Use www.linkdiagnosis.com to check
your links
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
Strategy
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
http://www.opensiteexplorer.org
– to
check your links and DA
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 Portals – Geographic – ecommerce In Blogs Banners Forums Affiliates
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.linkpopularity.com
Where do links come from?
www.touchgraph.com
for link targets
Directories – General
– Industry specific
– Some free some paid for Strategic Partnership links Reciprocal links
In newsgroups and other forums Portals – Geographic – ecommerce In Blogs Banners Affiliates
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
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
Content
You need a Content
Strategy!
Ensure Press Releases get Anchor text based
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
Where do these links come from?
PR (‘Public Relations
’) Sites
PR Directories
Examples
– PRWeb
– PR World
– Marketwire
– Business Wire
– PR Newswire
Anchor Text
Use ‘AddThis’ to allow people to bookmark
your pages
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
www.janklin.com
– free lessons
http://www.janklin.com/blog/l
esson-7-link-building-1
http://www.janklin.com/blog/l
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
