grow your business with digital marketing, lincolnshire chamber and dp online marketing
TRANSCRIPT
DPOMDP Online Marketing Ltd
2010 - TV leads the way
2014: Digital Surges Ahead
And is still growing
Google buys newspaper
advert to show why it doesn’t work (as well
as digital)
Mobile Landscape in the UK
74% of UK consumers have a smartphone
40% of UK online sales take place on a smartphone or tablet
67% of mobile users are more likely to buy a site's product or service when they visita mobile-friendly site
40% of consumers will turn to a competitor’s site if yours is not mobile-optimised.
65% of decisions start on mobile and end somewhere else
94% of smartphone users looked for local stores nearby.
66% visited a store and 26% made the purchase in store
So what does that mean for business?
Google AdWordsWhat is it?
Types of ads…• Search - text based ads appear in search
results• Shopping - graphical / text ads detailing
product images, pricing and product into in search results
• Display - graphical ads shown on websites• Re-targeting - graphical / text ads shown to
previous visitors of your website (includes shopping cart abandoners)
Features
Keyword Matching
Google Keyword PlannerUnderstand seasonality and search trends for
keywords
Ad extensionsCalls, Location, Callout, Reviews, Social
SEOSearch Engine Optimisation
Expectations• Long term marketing strategy• Works best as part of a wider strategy
(Social, PPC, branding, offline etc)• ROI improves over time• Perpetual
What SEO is not
• Link building• Ranking for your biggest term• Getting to number 1 on search engines• A scheme
SEO is…
• Increasing your visibility online• Optimising for humans and NOT search
engines• Marketing
To Deliver Great ROI, SEO Should:
Be part of a wider marketing strategy including:
• Content• Social• Branding• Offline Activities• Reputation Building / Management
Google Has Over 500 Ranking Factors - How do we Influence Them?
• Popularity - Are people talking about your business online? (Earning natural links) & social
• Engagement - usage signals & relevance• Performance - site speed & ease of use• TRUST - reviews etc• Negative metrics - trying to cheat?• PR - Brand (or website url) mentions in the
press/news/media
Google “My Business”
Google “My Business”
• Add your business to Google Maps• Get reviews of your business• Display contact details prominently in
search• Show hours of operation• Click to call on mobile
What to rank for?
• Stop thinking about ranking for a handful of search terms - we all search differently, look at the big picture
• REMEMBER: 16% of searches every day are NEW!
How do I Increase Search Visibility?
• Increase the number of terms you rank for - create content worth talking about and linking to (BLOG!)
• Think about branding - use social media to create conversations
• Use PR to earn natural links to your site, content and brand citations
• Don’t try and take shortcuts - be patient, this could take YEARS! (Need quicker results? Try PPC!)
To do List!• Set up Google My Business• Add your website to search console• Install Google Analytics• Monitor performance - metrics that matter:
CONVERSIONS
How to track ROIWith conversion tracking for AdWords and SEO
Types of Conversions• Sales tracking - track actual purchases and
sales value and understand what actions led to a purchase via Google Analytics
• Track phone calls - Using call tracking we can dynamically serve a unique telephone number to each site visitor to understand what led to a phone call
• Track email and form enquiries - Using conversion tracking we can see where form and email enquiries originated from.
Segment Conversion Types
Understand which points of contact work best
Understand which keywords drive conversions and their profitability /
conversion rateGet more profitable traffic
Predicting the Future
With Google Trends
Google Trends Gives us…
• Near real time search trends• Historical search trends• New optimisation ideas• trends.google.com
Think of a growing trend
What product or service do you think will enjoy increasing demand?
Test it with trendsWill “Selfie sticks” sell like “hot cakes” by
Christmas?
Hotcakes are getting less popular
But selfie sticks will see increase sales this December.
Questions?