Being seen on the web

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

62 views

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web

Presented by

Jonathan Fink

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


What can a search engine do for your
business?

»
Attract high volumes of visitors to a site

is your traffic increasing in line with web usage?

»
Increase inquiries through well targeted visits

high traffic low conversion indicates problems

»
Drive sales growth at predictable rate

good placement provides predictable ‘base’ traffic

»
Inform your marketing strategy and spend

use real
-
time stats to change tactics & campaigns

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Google Analytics

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


Myths and reality about how search
engines work

»
Only rely on paid listings in early stages

allow six months for high ‘natural’ listings

»
Don't rely on the web for everything!

sales ‘evangelism’ & human interaction


»
Aim for top ten rankings on engines

beyond top 10 positions clicks drop away

»
Target 'mid
-
tier' competitive keywords

two
-

and three
-
word keyword phrases

»
Don't just rely on search engines for traffic

create multiple channels for web traffic

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Competitive keywords

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


How to avoid upsetting search engines

»
Plan a site for users first, then search engines

don’t make any changes for search engines alone

»
Present same content to users and engines

nothing sneaky, hidden or unnecessary

»
Only submit with Google/Yahoo 'site maps'

most search engine submission is a waste of time

»
Avoid all spamming or 'grey area' techniques

avoid: doorway pages; mirrored content; domain
name confusion; site
-
wide links; bad neighbourhoods

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


Top strategies for marketing in search
engines

»
Priority 1: invest in your site's content (text)

searches driven by keyword text not images

»
Priority 2: refine your site conversion rate

often more effective than increasing budgets

»
Priority 3: site design must support sales process

compelling navigation and clear call
-
to
-
action


»
Use web analytics to monitor progress

get it installed on day one; set & monitor goals


7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


Top techniques for marketing in search
engines

»
Monitor competitors keyword rankings

pick around 20 keywords and monitor progress

»
Use keyword copywriting on your site

keyword rich content compelling for uses & engines


»
News management can increase visibility

don’t be limited by company news


cover industry


»
Online PR is a powerful marketing tool

write, publish and distribute news / press / editorial


7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Keyword copywriting




»
KW focus

single page, single idea

»
KW emphasis

title, bold, links, bullets

»
KW density

10
-
15% of total

»
KW variety

1 core KW

2 related KWs

»
KW synonyms

word order

KW combinations

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


Top technologies for marketing in search
engines

»
Free: Overture keyword tool

http://inventory.overture.com/d/searchinventory/suggestion

»
Free: Google Suggest and other tools

http://www.google.com/webhp?complete=1&hl=en

»
Free: Google Analytics

http://www.google.com/analytics/

»
Paid: AdWords as research tool


»
Paid: Content management technologies

»
Paid: Email marketing applications

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Keyword tools

7
th

November 2006

OWG Seminar

© 2006 The Oxford Web Group

Being seen on the web


More tools and info

»
SEO Chat search optimisation tools & info

http://www.seochat.com/

»
Marketleap Search Engine Marketing Tools

http://www.marketleap.com/publinkpop/

»
Rank checking software (IBP)

http://www.axandra
-
web
-
site
-
promotion
-
software
-
tool.com/index.htm

»
Keyword research and analysis software

http://www.sitecontentanalyzer.com/

»
Broken links finder and URL identification

http://home.snafu.de/tilman/xenulink.html

»
Search Engine Optimization Forum

http://www.highrankings.com/
forum/