serious about seo - 06 october 2011
DESCRIPTION
Are you serious about SEO - Is it time to invest?Understand the market, get the right company onboard, gather results and drive profits.TRANSCRIPT
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Serious About SEOSearch engine optimisation
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What’s today all about
• We’ve all recognised that our website is key to revenue and growth
• We’ve all come to learn how to monetize our best salesman / saleswomen
• We like good food and networking
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Who’s here from LWS
• Claire Love – Managing Director
• Myself – Paul Froome – Marketing Director
• Sarah Engerran –Training and Customer Service Manager
• Chris Pedler – SEO Business Development Manager
• Helen Trendell – SEO Manager
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Running order
• Introduction – Paul Froome (Now)
• Serious about SEO – Helen Trendell (30mins)
• Questions and Answers
• Time to Eat
• Closing Message - Claire Love
• 1-2-1 Q&A’s
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Serious About SEOSearch engine optimisation
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What is SEO?
Adapting your online content so you’re found in organic search engine results
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What is SEO?
Paid search (pay per click) is instant but can cost up to £10 per click
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Search Engine Market Sharedominated by…
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400 million search queries performed every single day
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9/10 businesses
find search engine optimisation (SEO) to be effective at increasing sales
Source: E-Consultancy November 2010
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Why is SEO so effective?
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Customers want to buy
… NOW
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But it’s not easy
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7,000,000 new websites launch every single month
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Search engines are in constant flux
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Paid search represents £18.9 billion (up 16.5% since 2009)
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Websites looking to save costs are shifting budgets to SEO
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Competition can be fierce
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40%
are increasing SEO spending in 2011
Source: Econsultancy November 2010
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What can SEO really achieve?
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Case study: Local business
25 enquiries per month from natural search
£1,500 per month investment 150% ROI over 12 months
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Case study: B2B service
Ranked on 1st page of Google for 30+ keywordsDoubled leads to 100 per month in 6 months£3,000 per month investment with 200% ROI
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Case study: Retail brand
Doubled e-commerce sales to £1,200,000
400% ROI in 12 MonthsFrom £150,000 Investment
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Case study: Luxury service
5,000 leads from SEO & PPC campaigns£3,500,000 in annual sales revenue
£350,000 investment1000% ROI
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So, how does SEO work?
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4 Steps to SEO Success
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1. Keyword Research The words people are actively searching
for which are relevant to your website
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Research tools help find keywordsearch volumes
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Analytics & webmaster tools identify converting keywords
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Keywords should reflect: brand names/mis-spellings
products/servicestarget audienceunique benefits
locations
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2. Website OptimisationContent and technical issues can prevent your website being listed in search results
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It’s not about keyword stuffing
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or using white keyword textor using white keyword text
on white backgroundson white backgrounds
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BEWARE! Spam gets banned
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Title tag, navigation, image, H1, text, URL & server changes are essential
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+ Changes can cause increases
Technical SEO issues:web hosting server location,
PHP/ASP/JavaScript coding, URLs, domain names, CMS, onsite search, dynamic content,
onsite links, iFrames, navigation, htaccess, robots.txt, redirects, images, videos, audio, flash, pdfs,
duplicate content, dated content, archived content, moved content,
deleted content, usability, accessibility- Changes can
cause drops
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Case study: Famous Job Site3 million live web pages
Pages indexed by Google = 13Technical SEO issues are common
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3. Link buildingOutreaching to others to promote your
website and improve your rankings
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Your website needs
LINKS!
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More Links…Higher Rankings…
Greater Traffic…Natural Ranking % of Click Throughs
1st 42.25%
2nd 11.94%
3rd 8.47%
4th 6.05%
1st Page 89.71% TOTAL
2nd Page 4.37% TOTAL
3rd Page 2.42% TOTAL
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Use link research tools to find how many links your site has compared to your competitors’
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Case Study: Link Power413,730 websites link to Adobe Reader
Most websites use link text “click here” Adobe ranked 1st for keyword “click here”
Without the keyword being on their site!
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articles, directories, linkbait, blogs, social media, authority
The perfect link mix
1 part value 1 part volume1 part varietyDashes of relevance
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Strategy
Blog
E-CommerceWidgets
Audience
B2B
Local
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4. ReportingMeasuring SEO to inform
decision-making
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SEO Results
TrafficConversionsConversion ratiosChannel comparisonsCost per acquisitionNumber of visits to conversionAverage order valueSales valueLead volumeBlog/Email subscribersRankingsBrand awarenessWebsite reputationWebsite optimisationMarket shareReduce PPC spendROI
Metrics
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SEO ReportingMonitor Rankings, Traffic & Conversions
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SEO Project ReportingMonitor Task Status & Plan Actions
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1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12
A C C C C C C C C C CBC
SE
O R
esul
ts
SEO LifecycleA: SEO Audit:• Keyword Research• Website Audit• SEO Strategy
B: Onsite Implementation• SEO developments complete• Content optimisation complete C: SEO Management: • Link building• SEO consultancy • SEO Reporting
Months
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ROISEO is a long-term investment
Growth rate is dependent on budget/competition/technical constraints
Value increases significantly after 6-12 months
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ChallengesInvestments are £500 - £20,000/month Unmade changes cause slow results Campaigns are 6 – 12+ months
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1. Complete the SEO questionnaire* to see if SEO can deliver the ROI you need
2. Choose whether you want results in 6 or 12 months
* Will be sent to your email today
Next steps…