Serious about SEO - 06 October 2011

Serious About SEOSearch engine optimisation

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

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

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

Serious About SEOSearch engine optimisation

What is SEO?

Adapting your online content so you’re found in organic search engine results

What is SEO?

Paid search (pay per click) is instant but can cost up to £10 per click

Search Engine Market Sharedominated by…

400 million search queries performed every single day

9/10 businesses

find search engine optimisation (SEO) to be effective at increasing sales

Source: E-Consultancy November 2010

Why is SEO so effective?

Customers want to buy

… NOW

But it’s not easy

7,000,000 new websites launch every single month

Search engines are in constant flux

Paid search represents £18.9 billion (up 16.5% since 2009)

Websites looking to save costs are shifting budgets to SEO

Competition can be fierce

40%

are increasing SEO spending in 2011

Source: Econsultancy November 2010

What can SEO really achieve?

Case study: Local business

25 enquiries per month from natural search

£1,500 per month investment 150% ROI over 12 months

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

Case study: Retail brand

Doubled e-commerce sales to £1,200,000

400% ROI in 12 MonthsFrom £150,000 Investment

Case study: Luxury service

5,000 leads from SEO & PPC campaigns£3,500,000 in annual sales revenue

£350,000 investment1000% ROI

So, how does SEO work?

4 Steps to SEO Success

1. Keyword Research The words people are actively searching

for which are relevant to your website

Research tools help find keywordsearch volumes

Analytics & webmaster tools identify converting keywords

Keywords should reflect: brand names/mis-spellings

products/servicestarget audienceunique benefits

locations

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

or using white keyword textor using white keyword text

on white backgroundson white backgrounds

BEWARE! Spam gets banned

Title tag, navigation, image, H1, text, URL & server changes are essential

+ 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

Case study: Famous Job Site3 million live web pages

Pages indexed by Google = 13Technical SEO issues are common

3. Link buildingOutreaching to others to promote your

website and improve your rankings

Your website needs

LINKS!

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

Use link research tools to find how many links your site has compared to your competitors’

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!

articles, directories, linkbait, blogs, social media, authority

The perfect link mix

1 part value 1 part volume1 part varietyDashes of relevance

Strategy

Blog

E-CommerceWidgets

Audience

B2B

Local

4. ReportingMeasuring SEO to inform

decision-making

SEO Results

TrafficConversionsConversion ratiosChannel comparisonsCost per acquisitionNumber of visits to conversionAverage order valueSales valueLead volumeBlog/Email subscribersRankingsBrand awarenessWebsite reputationWebsite optimisationMarket shareReduce PPC spendROI

Metrics

SEO ReportingMonitor Rankings, Traffic & Conversions

SEO Project ReportingMonitor Task Status & Plan Actions

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

ROISEO is a long-term investment

Growth rate is dependent on budget/competition/technical constraints

Value increases significantly after 6-12 months

ChallengesInvestments are £500 - £20,000/month Unmade changes cause slow results Campaigns are 6 – 12+ months

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…