Uktinw online marketing-june2011

International Search Marketing for Export Success incorporating Social Media Marketing Jan Klin Jan Klin & Associates 01928 788100 07946 513521 [email_address] www.janklin.com

What we’ll cover… SEO – Search Engine Optimisation Local and international Pay per Click Advertising Links, internationlisation and localisation Social Media Marketing Facebook, Twitter, Youtube, Blogging

SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey

Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries

Use www.searchenginecolossus.com to submit to country specific search engines

Submitting to Yandex http://webmaster.yandex.ru/addurl.xml

SEO success in High Tech Manufacturing SEO in High Tech

Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc

Google Base – shopping results Google Base – Shopping Results

Google Places 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

Are you in the Google index? Site:www.yourdomain.com Use the ‘Site’ command with your domain name at the Google search box For Example: Site:www.businesslinkkent.com 497 web pages in the index

Check your spiderability – can the search engines spider your whole site? http://tools.seobook.com/general/spider-test/index.php http://www.se-spider.com /

http://www.se-spider.com /

Use a sitemap Use html navigation Add html links to all other important pages Use a google sitemap www. xml - sitemaps .com Check your spiderability at http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl MAKE YOUR SITE “ SPIDERABLE ”

Register with Google Webmaster Central (GWC)

Getting the right domain and hosting UK company Targeting the UK In UK English Weak on inbound links .com domain But - Google thinks it’s NORWEGIAN Because that’s where it’s hosted…….

International traffic Issues Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc) If you have a .com (or .net, .info etc) they will use your hosting location to determine this Use Google Webmaster central to override this and tell Google where you want traffic from

Strategy and Process The right keywords or keyphrases are the starting point for our strategy Traffic from a variety of uncommon phrases? Eg ‘marketing training courses Manchester’ One big win on a major phrase? Eg ‘Training courses’ ‘ personal loans’

SEARCHER BEHAVIOUR Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy Search activity is growing 25.9M unique searchers in Europe 304M searches per month 453M page views Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words 57% of search queries involve 3+ words 2010 Search Queries by Number of Words

Keyphrase Selection It’s a two stage process… 1. Developing the Initial List 2. Refining and shortlisting your choices See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

Developing the Initial 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

Keyphrase Analysis Or…run a pay per click campaign! 3 months This way you’ll find out what really works What converts to sales or enquiries

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 phrase

What do you do if there’s no direct translation? “ City breaks” has no direct equivalent in: French German Dutch Spanish Italian

Keyphrase analysis Exercise – volunteer for keyphrase analysis

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

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

Capturing content below the scroll

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 )

Other examples… Dean international – ‘investment casting’ Bluechiptechnologies Iobuild – ‘garden office’

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 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

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

www.asgservices.co.uk – H1 tag

Optimising your Metadata- Important that the tags show a theme between each other and the visible content Title tag No more than 10 words, use hyphens, commas pipes (|) as delimiters Main keyphrase at the beginning of the tag Keyword tag No more than 4 words All lower case Separated by a comma then a space Eg web marketing, ecommerce training, internet consultancy…… Only include phrases WHICH ARE ON THE PAGE! Description tag No more than 25 words Should contain keywords – up to 3 repetitions ‘ salesy’ to encourage click throughs

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) Number of visits, length of stay

Use www.linkpopularity.com to check your links Inbound Links

Where do links come from? 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 Social Media sites

Google Analytics – free and comprehensive

Phone Call Tracking Visitor level call tracking possible by generating unique numbers for every visitor We can track.. PPC or SEO Specific keyword typed Visited direct or via a directory/link Offline campaigns can be integrated Benefits Which keywords are driving sales/enquiries and which are not Which regions are most important Phone calls can be listened to for improvements

Websites and Localisation – Why bother with translation? www.cilt.org.uk

An example www.noisekiller.co.uk European focus with Italian distributor Part of website translated into Italian Used Italian web designer to produce Italian pages

Mistranslation Examples “ Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome

Mistranslation Examples “ Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window

Mistranslation Examples “ Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin

Mistranslation Examples “ Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US

Mistranslation Examples “ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” Mistranslation: Moscow hotel lobby

www.manacad.com – foreign language ‘landing pages’ add metatags

Country specific top level domains

Different languages on the same domain www.pneumat-europe.com

Marketing Internationally and the Web Link Building Strategies

Link Building Strategies 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 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 these links come from? Many places… but we need to develop them in a structured way Directories General Industry specific Some free some paid for International Strategic Partnership links Reciprocal links In newsgroups and other forums Social Media sites Blogs Banners Affiliates

External links – anchor text

Europages – An Effective European Business Directory

Use www.linkpopularity.com to check links

www.alibaba.com – worlds largest B2B Directory

Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9

www.cloggs.co.uk Always in the top 3 in google for top 20 keyphrases Optimised metadata and visible data Built backlinks Focused on the ‘structure’ of the link

Anchor Text Example <a href="http://www.youreventsltd.com"> Exclusive Wedding Planners </a>

Where do these links come from? Blogs

Where do these links come from? PR (‘Public Relations ’) Sites PR Directories Examples PRWeb PR World Marketwire Business Wire PR Newswire

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

Use ‘AddThis’ to allow people to bookmark your pages

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

New site or not? New domains take a while to get ranked by Google (let’s say 6 months) If possible add new pages to existing sites to get quicker rankings If necessary use existing domain to capture phrases and redirect to new site Eg Heskins.com to Heskins.fr and Heskins.it Use .com to capture italian and french searches and redirect to relevant site Use GWC to tell Google that part of .com site dedicated to french and italian traffic

Essentials for new sites…. Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page The CMS should generate SE friendly urls Eg www.yoursite.co.uk/blue_widgets NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?tabId=3&BV_SessionID=EngineID=cccd You need the functionality to override this metadata to streamline the SEO moving forwards The architecture has to be search engine optimised – eg most important pages close to homepage Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering http://www.janklin.com/blog/seo-and-new-websites

Redesigning an existing website - Preserving Page Rank The inner ‘Page Rank’ equity has to be preserved 5 th item down is www.bodycote.com/?OB=1 – 20 This page has a Page Rank value of 5 What will happen to this equity when a new page is set up? Search Engine friendly redirection of each page is essential

Search Engine friendly Redirection -301’s 301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity Use to transfer page rank from old page to a new one Jan’s blog – how to do 301’s http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html

Marketing Internationally and the Web - Social media

Alexa.com – top sites worldwide

See the top visited sites around the world – 120 countries – top 100 sites

Social Media and International Marketing Important in its own right – Facebook, Twitter, Youtube etc Has an increasing impact on Search engine rankings and search engine listings Using Social media for English language engagement – for overseas markets Issues in using social media for foreign language engagement – language, culture

Is Social Media relevant to your international marketing? Specially relevant to ‘BRIC’ countries …see…. http://searchenginewatch.com/article/2064597/International-Social-Media-Marketing-Addressing-Cultural-Quirks

What can we use Social Media for? Brand awareness Brand advocacy Generating traffic and sales Customer service and information Customer support

Put your blog at the epicentre of your social media and web marketing A typical blog….

Benefits of a Good Blog Good way to keep in touch with your audience Rss, email, bookmarking Integrated Blog (eg Wordpress) helps with SEO Long tail, links Search engine compliant Metatagging automatic Textual content Adds authority Your bridge to Social Media Marketing

Your Blog -articles Press releases Lessons -reviews -guides …… PR sites (eg PRweb.com) Social Bookmarking sites (eg delicious.com ) Social Networking sites (eg Facebook) Syndicate content to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites

Facebook and Marketing Over 600 million active users Adding users at the rate of 250,000 per day Top Social Search Engine Largest Social media site

Your Facebook entry in Search Results Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside! It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them? To watch bloops, visit comparethemeerkat.com /my-movies To compare cheap car insurance visit comparethemarket.com Simples! All my best, Aleksandr P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter , who send me nice messages. If you are meerkat afficionado I would love hear from you.

What can I do on Facebook? Set up a business page Build a fan base, get found by search Advertise directly Set up a personal page Engage in discussion groups and networks Through interaction and engagement Create brand awarness, build advocacy, generate traffic and sales, customer service, research /data

Develop your visibility Create an engaging page Events, videos, discussions, photos, blog articles Get found by search based on content and number of ‘fans’ Get people to ‘like’ you Build your fan base Email your contact database Link in your email signature Link to your website or blog Advertise!

Advertise Directly Target by gender,age, location, keywords… Use ‘pay per click’ or ‘pay per view’ Low click through rates so PPC best Use Google Adwords content targeting

Instant Success with Facebook Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd

Increase your visibility Start your own discussion group or community Participate in other discussion groups or networks - (55,000 active networks) Become a ‘fan’

Winetravelguides.com – website, blog, facebook, twitter…

www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure Facebook 1054 fans Advertises daily (£5/day) Posts weekly 55% of leads/sales via Facebook One ‘big win’

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

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

Affinity Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand For example – if you comment on someones photo they are more likely to appear in your feed If you snoop on someones profile (eg ex girlfriend) you are more likely to appear in their feed

Edge Weight All ‘edges’ arent created equal We know that photos, videos and links have high edge weight Knowing this we should use these edges and encourage people to interact with them So use a variety of these objects in your status updates to appeal to different people who respond to different object Encourage them click on a photo or video Encourage them to click on a link, etc In short encourage interaction with you via multiple objects

Lots of ‘likes’ - but how important is that?

Lots of interaction to engage fans, increase affinity and increase sales Encourage interaction Add free downloads of vids and music Competitions (eg tickets to shows) to engage fans and their friends Vids and music have high edge weight Posting twice a day for recency

Use Twitter to promote latest music and games

Twitter - Microblogging Twitter and promotion Twitter and real time search

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

Target something topical as a search tactic

Search for ‘royal wedding’ on 29/4/2011

Ernest Shackleton’s birthday Tweet about Ernest Shacklton’s Birthday on his birthday High Google Twitter ranking generated 4 enquiries for Antarcticabound.com

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

Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161 Twitter’s first real attempt at monetisation Pay to have your selected tweats appear at the top of the search list People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards

TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface

Twellow.com Twitter Directory See what people are tweeting about in your sector

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.

Cloggs and Social Media 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 17000 fans, and 9000 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing Helps with search engines

Cloggs and Social Media They follow their competitors followers – who in turn follow them Encourage people to follow/like them in return for getting regular offers and promotions Use social media to enagage and interact with their customers – offers, problems , etc Use social media also for email database sign-ups Only generates a few £1000s per month Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen

YouTube and Video Now the number 2 search engine Promote your products via YouTube and other video upload sites Include videos within your own website

Top Video sites You could use Tubemogul to submit to all major video hosting platforms

Blend tech – humorous and viral blendtech

Video SEO guidelines -Posted Ensure video is tagged with relevant keywords Ensure it is in the most appropriate category Overdub the video with your domain name Ensure you include a clickable domain name back to your site Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category) Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings

Google Plus – Serious Facebook competition? 45million users in first month Similar functionality to FBook Google hangouts – video conference calls ‘ circles’ concept is a differentiator No business pages yet Just out! 11/11/2011

Let Google discover your social circle Set up a google profile Link your social networks Twitter, picassa, Your blog etc

Who’ included in your social circle? -Twitter example me My twitter network Google will include not only the people you follow, but also the people they follow

Including your social circle in search results Social search results will be shown at the bottom of the page after the normal Serps Eg – if you are searching for holidays in New Zealand – photos, recommendations etc will be served up from your social circle – providing you are signed into your Google account

Google’s Plus One Coming soon – similar to Facebooks ‘like’ button Allows you to mark web pages you like from search results Google will then include these sites in your search results More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends You need to be signed in, and have a Google profile

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-Your connections Leverage the network affect Offer freebies – eg whitepapers, ebooks

LinkedIn-Upgrade for more functionality

LinkedIn – participate in groups -or set up your own

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"

www.backtype.com – monitor what people are saying about you on the web

Google Universal Search ‘Digital Assets optimisation’

Instant Google – just add words

Social Media – what’s relevant to you? Exercise – Organise in order of importance.. Your Blog What could you blog about? Facebook Twitter YouTube Other ? What could you do in English? Objectives, applications? What could you do in Foreign language?

Design a SM Strategy… Decide on objectives Brand awareness, traffic generation, direct sales, customer service, etc Decide which Social Media properties you will use F’book, Twitter etc Strategy based on… Design – engaging design compatible with objectives Content – quizzes, competitions, events, technical information… Promotion – increase your visibility – advertise, email database Engagement – utilise edgerank algo

Search Engine Marketing Pay Per Click Advertising

Search Marketing in Worldwide Shipping Use a combination of Pay per Click and Search engine optimisation to transform their business In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations. Andy McTaggart – Managing Director, ALS Worldmovers

Search Marketing – Maximising your position in the hitlist Click throughs dissipate as we move down the list 33% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey

Pay Per Click and the digital media mix % share of revenues for 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m

New Advertiser Advertiser at position 1 Advertiser at position 2 Advertiser at position 3 Advertiser at position 4 Bidding in reality Bid price of £0.50 Bid price of £0.40 Bid price of £0.30 Bid price of £0.20 100 click throughs 75 click throughs 50 click throughs 25 click throughs Position 3 Bid price of £0.35 50 click throughs Payment of £0.31 per click, up to £0.35 Cost = bid price multiplied by number of click throughs

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

Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund

www.royaldubai.co.uk – PPC then SEO

adwords.google.co.uk/ - try the tutorial

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

Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page Benefits Increased Traffic Traffic Quality Premium Partner Network Quality mapping Good Conversion Rates Separate Bidding Branding

Using the Content Network Use Google content network Focus on what you can do at the hotel Scrabble, walks etc Ad appeared on Facebook and caused huge traffic spike

Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10

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

The ad links directly to the relevant landing page 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

An Ideal Landing Page… www.free-employer-advice.co.uk

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

Best click-through rates for Figleaves Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’). Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year. “ Overture provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site. Potential customers are now targeted at the moment they are actively searching for lingerie online.

For a copy of the slides…. Just email – [email_address] 01928 788100 07946 513521

Uktinw online marketing-june2011

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