These slides were used for our "How to Improve your Internet Footprint" seminar in April. During the presentation we shared ways to improve a site's visibility in the search engines.

2. Welcome
“How to Increase your Internet Footprint”
Online Marketing Seminar
Why we decided to host this seminar?

3. Agenda
• How to Improve Your Internet Footprint
– Uncovering the Secret Ways to Increase your Internet Footprint
• Web Page Basics
– The importance of providing your site with the best opportunity for growth
• Break
• Search Engines
– Using Google to maximise your online presence
• Lunch
• Does PPC (Pay per Click) really work?
– A view from the trenches
• Social Media
– Coming, ready or not!
• Seminar Summary
– Prize draw for round of golf, open questions and answers session.

4. Generate UK - Background
• Formed in 2007
• Specialist Digital Marketing Agency – The next generation
• Built on wealth of client side commercial experience
• Strong team of developers and designers
• Delivering online solutions for genuine business problems
• Our strength is developing Online Marketing Strategies
• Training and independent technology consultants
• Leadership Solutions
• Partner to the ‘best of breed’ software authors
Innovators and market leaders in online communications,
business development and marketing solutions

5. Who We Work With?

6. What Do We Do?
CONTENT MANAGEMENT
SYSTEMS
Control, Speed and Flexibility
Leadership Leadership
WEBSITE DESIGN & BUILD
WEB ANALYTICS
Branding, Visual Engagement,
Understanding & Reaction
Interaction & the User
Experience
Leadership Leadership
SEO / SEM /Email Marketing
PPC/Online PR & Advertising
Traffic Generation / Inbound
Enquires / Brand Awareness and
Increasing the web site’s footprint

7. How to Increase your Internet
Footprint
Uncovering the Secret Ways to Increase your Internet Footprint

8. We’ll cover the following
• What is your Internet Footprint?
• Why it is important
• Why it is good for your business
• Ways to help increase your Internet Footprint

9. What is an Internet Footprint
• It’s the trail of evidence that you
exist on the Internet
• All indexed website’s have an Internet
Footprint
• Some are much larger than others
• If your business objectives include selling
more or being seen more online, your Internet
Footprint should be important to you

10. Why is it important
• It’s a way for you to measure the reach of your
web site
• It’s a way to measure your site against your
competitors
• It’s a way for you to identify the strengths and
weaknesses of your web site based upon your
business objectives
• It’s a way to measure the success of a brand
The larger the better for traffic purposes

11. The Tale of Two Flooring Companies

12. Flooring Company Two

13. Why it is good for business
• Knowing about your Internet Footprint allows you to
manage your brand and reputation online
• We all recognise that more and more pre-purchase
research is carried out on the Internet
• We all have the opportunity to increase our Internet
Footprint
Larger your footprint = the greater your traffic
As an aside, more and more companies are checking a candidate’s
Internet Footprint before offering them a job. Time to check your MyFace
profiles!

14. Ways to help increase your Internet Footprint
CONTENT MANAGEMENT
SYSTEMS
Control, Speed and Flexibility
Leadership Leadership
WEBSITE DESIGN & BUILD
WEB ANALYTICS
Branding, Visual Engagement,
Understanding & Reaction
Interaction & the User
Experience
Leadership Leadership
SEO / SEM /Email Marketing
PPC/Online PR & Advertising
Traffic Generation / Inbound
Enquires / Brand Awareness and
Increasing the web site’s footprint

15. Keywords
Action Results
Research your keywords Linking in to what your visitors
are using to search
Place your keywords into
targeted groups Smaller and more manageable
Everything stems from Knowing our keywords allows
keyword research us to optimise for SEs

16. Content
Result
Action
Ensure that your content Your site is targeted and
includes your keywords relevant to your visitors
Ensure that your web pages
You’re following best practices
follow search engine
guidelines... Titles, and not risking a flag
descriptions, keyword density
etc
On-page optimisation, it needs If you do not get this right, it
to be done. If you’re not sure will be a struggle to increase
what this is, please check our
your Internet Footprint
handout.

17. Keywords & Content = Basics
• Now that the basics are in place, you’re giving
your site the best chance to grow.
• Keywords
• Content
• On-page optimisation

18. GENERATE UK’S TOP 10 WAYS TO
INCREASE YOUR INTERNET FOOTPRINT

19. Business Blogging
• Less formal than your main website
• Allows you to make comment or to position
yourself more as an industry leader/voice
• Is more dynamic, so you can add more
content quickly and easily
• More content means more food for the search
engine spiders
• Which means, more pages indexed.....

21. Press Releases
• Underused method for breaking newsworthy
items about your company
• A good press release can go viral, which
means can be picked up by news agencies,
national press etc
• It’s a great way to create back links to your
website
• All of this means more pages indexed...

22. Link Build Strategies
• You can’t get away from having to do link
building if you are serious about your Internet
Footprint
• We often look at competitor sites
• This is a particular challenge for new websites
• Look to your partners, suppliers and friends
first and try to make your links “in content”
• Try to get your customers to help you, i.e.
review sites, directory reviews etc

23. Pay per click/banner ads
• For a new website, PPC is still the best way to
be seen on the Internet
• Use with extreme caution as it can be
expensive, try to split your PPC budget with
general search engine optimisation strategies
• Banner advertisements are seen as old
fashioned, however they can have an impact
with the right campaign

25. Using Video/File Sharing
• YouTube! is now owned by Google and is the
2nd largest search engine
• YouTube! videos are showing up in search
results
• Broadband and higher connection speeds
mean more people use video
• It’s quick and easy to set up

26. Local Search Optimisation
• Very under utilised
• More weight is being put on local search
results
• Users tend to search locally, i.e. “Online
Marketing Newbury”

27. Forums and Communities
• Identify the main communities in your
business sector
• Use forum signatures but take steps to protect
your brand image
• Add value and be seen to be giving and not
taking

28. Social Networking
• Look under the covers of social networking,
Mark will provide more detail on this later
• There are lots of different sites
which offer opportunities to
increase footprint and traffic

29. Offering a Download
• Industry specific sites where you can submit a
whitepaper or a guide
• Software sites where you can offer a tool or a
development
• Something quirky or potentially viral that
people can link to
• Leverage document sharing sites

30. Podcasting
• A great way to offer your content in a new and
exciting way
• Share the responsibility with your partners or
customers
• Your content and pages can be picked up by
Podcast directories and syndication services
• Also applies to RSS feeds....

31. Summary
• What is your Internet Footprint?
• Why it is important
• Why it is good for your business
• Ways to help increase your Internet Footprint
Questions?