1. how to make your online marketing work for your busines: seo

Some say Google is God. Others say Google is Satan.

Thurs 24th November

Enniskillen

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S e rgey B r in , co - fo unde r, G o o g le

2

Simon HunterE-Business Advisor INI

Simon

Applies all he knows to

windsortennis.co.uk

Alison NichollE-Business Advisor INI

Alison

NI u17 Ladies Soccer Manager, and social media strategist

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Plan for Today

09:00 :: Registration

10:00 :: WHY?? & SEO– Simon Hunter

10:30 :: Social Media – Alison Nicholl

11:00 :: email Marketing - Simon Hunter

11:30 :: Create an effective Digital Marketing Strategy– Alison Nicholl

11:50 :: Case Study – Patrick Conlon - Shuphoric.com

12:15 :: Top Tips, Tools and Links – Simon Hunter

12:45 :: Lunch

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What??

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The ‘Google Guru’ guys

• Avinash Kaushik

– Works for Google

– Prolific blogger

– Follow on LinkedIn

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The ‘Google Guru’ guys

• John Mueller

– Works for Google

– google.com/+JohnMueller

– Does Google hangouts

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Digital Marketing Strategy

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If it’s worth doing....

https://www.youtube.com/watch?v=ZUG9qYTJMsI

Dollar Shave Club Ad

The questions everyone asks . . .

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48 hours 12,000 new signups

Other Marketing? Few Google Ads

So who’s seen it? Only 17 million to date....

No-one watched it first 3 months – 4.75 million

Bet it ££££ a lot!! No – just $4,500

Facebook a mere 1.35 million to date....

Twitter 86 thousand tweets...Active customers 1.2 million...

Does it work all the time?

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• 48 million views• Film was ....rubbish

What’s Digital Marketing all about?

• Acquisition

• Engagement

• Conversion

• Retention

• Support

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Surely a website is enough?

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SHADOW(What everyone else

says about you!)

VOICE(your

website)FOOTPRINT

(Ads, Social Media, e-zines,

other)

Source: Gareth Dunlop, Ion

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What?Internet overtakes television to become biggest advertising sector in UKSource: Year

Fact

Web > TV

WHY Digital??

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It’s about Driving Traffic......

Web Site

Search

Social Media

Email

Paid Search

Advertising

Traditional Marketing

• Telephone

• Postal mail

• TV & Radio Advertising

• Events

• Brochures, Fliers

• Recommendations

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WHY DIGITAL??

Because that is

where your

customers are

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Start with your

customers and work

backwards

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Influence on B2B

Of businesses use the Internet to research and find potential vendorsSource: Forrester

Fact

88%

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But it’s not freeNo cost •The Investment

•Time

•Energy

•Engage with What??

•Time

•Energy

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Do....

•Listen to your audience

•Be honest

•Publish Consistently

•Be gracious - acknowledge others

•Use Images

InteractionDo’s & Don’ts

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Don’ts....

•Act without thinking

•Reveal personal information about colleagues, competitors

•Spam

•Use images without permission

•rights- managed

•Royalty-free

•Creative commons

InteractionDo’s & Don’ts

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Keep the focus

Some have in built tools

•Facebook insights

•google.com/alerts

•hootsuite.com

•bit.ly.com

Monitor??

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Influence on retail

Of all retail sales are expected to be influenced by or made on the InternetSource: Forrester

Fact

81%

SEO – the Google Way

• 3 Algorithms to be aware off

– Panda

– Penguin

– Hummingbird

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SEO – the Google Way

• Panda – April 2011– Content more relevant,

– Google fights thin, stolen or plagirised content.

– Interestingly, Google now dislikes sites with high ad/content ratio.

– Sites with too much ad-space above the fold were penalized.

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SEO – the Google Way

• Penguin – April 2012

– Link Schemes

– Keyword Stuffing

– Over Optimization

– Web Spam

– Unnatural links

– ‘No’ to reciprocal links

– Google Disavow Tool became very useful at this point!

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SEO – the Google Way

• Hummingbird – August 2013

– More User Centric than previous major updates.

– Google tries to give the searcher what Google thinks they want (using user info), rather than just on the keyword phrase.

– Knowledge graph on search returns is evidence of this.

– Google wants Fast, Relevant, Comprehensive, User Experience.

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SEO – the Google Way

• Penguin 3.0 – October 17 2014

– > 12 months since previous Penguin update,

– many major brands damaged by focus on poor links

– the release of Penguin 3.0 sees a significant change in returns

– Google claimed that only 1% of English speaking websites were affected.

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Pay per Click – PPC

• Google Adwords

– a PPC advertising platform

– allows advertisers to show ads to a targeted audience on Google Search Results as well as on advertising websites.

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PPC v SEO

PPC• Instant Traffic

• Unlimited Keywords

• Total control over adtext & landing page

• Certainty

• Cost Effective

• Warning – can kill in the hands of a novice!

SEO• Medium to Long term

traffic

• Limited Keywords

• Degree of control over text & landing page

• Volatile

• When it works, it’s possibly the most cost-effective marketing an advertiser will ever do.

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