Understanding Online marketing , New SEO trends 2013

1. Presented by Sam Shetty
Launching a successful online
business

2. Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
online.
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.

3. About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Working with Netregistry for the past 8 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops

4. Events & Workshops

5. Your Online journey ….
“If you don’t know where you are going, you
might not get there ”

6. The Traditional Shopping Process is…
Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive
EC

7. The New Purchase Journey is…
Non-Linear, multi-channel, digital, consumer-controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive
EC

9. Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012

12. What will drive my traffic ?
*Via Forrester’s
Interactive Marketing
2012 Report

13. The selling process

14. Which one is right for me ?

15. So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing

16. What is search engine optimisation?
Search engine optimisation (SEO) is the process of
improving the volume or quality of traffic to a web
site from search engines via “natural” (“organic” or
“algorithmic”) search results.
Wikipedia

17. Avoiding the 5 second ‘bounce’
5 seconds
…before a potential customer hits
the ‘Back’ button
Make sure they stay!
Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?

18. SEO setup
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Google Analytics
Google webmaster tools
XML sitemap
Google +
Google Alerts
Social media setup

19. SEO checklist for new sites
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Accessibility ( Google webmaster tools)
Keyword targeting (search volume/low difficulty/relevance)
Content quality & value
Design quality & usability
Social media setup ( Claim your name )
Link building strategy

20. Google Analytics

21. Your visitors

22. Google Analytics measurement

23. Goal funnel visualization

24. Measuring Drop outs

25. Keyword research

26. Keyword research
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Free tools : Google External keyword tool
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Paid tools : Word tracker, Semrush, Keyword discovery
Target Long tail keywords and generic keywords
Target 2 to 3 keywords per page
Use Google adwords to test your keyword selection

27. Search Engine Optimisation
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Indexing your website
Google analytics
Keyword research (Keyword research report)
Competition analysis
Site structure
Sitemap
Local business results
On-page optimisation
Image optimisation
Directory submission
Article submission
Link building
Social media setup
Blog

28. SEO tools
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Google analytics (www.google.com/analytics)
Google webmaster tools (www.google.com/webmastertools)
Search Monitoring ( www.dashfolio.com)
Keyword research (www.semrush.com)
Image search (www.tineye.com)
Back links checker ( www.ahrefs.com)
SEO browser (http://www.browseo.net/)
Google updates (www.moz.com/google-algorithm-change)
Google penalty checker (www.fruition.net/sem/user/login)

29. What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?
While there was some significant contention about issues like paid links and ads vs. content, the
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.

30. Website Usability
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Simple & Easy to use
Design pages for scanning and not for reading
Good, visible, site navigation
Talk the same language like your users
Prioritize the key information( users look for) above the fold
Trust & Creditability need to be reinforced

31. SEO Process

32. Don’t allow 404 errors on your sitemap

33. SEO 2013
(SEO) Search Engine Optimisation now is …
“Social Engagement Optimisation ( SEO) ”

34. Combine search & social

35. How does Google decide ?

36. SEO of the past

37. SEO of the future

38. SEO Table

39. Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
business objectives,
then you haven’t
done anything.

40. Website speed
• Test site speed all the way through your
funnel, not just the homepage.

41. My hosting. Why should I bother?
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Direct impact on your revenue
Customer experience
Repeat customers
Mobile users

42. Why does Google + matter
“ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance."
– Eric Schmidt

43. SEO chases the algorithm

44. Keeping up with Google

45. Hummingbird

46. In SEO, the Rich Get Richer

47. Should I outsource SEO ?
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Do you have multiple sites ?
Do you have web design skills ?
Are you able to track results ?
Do you time to write articles ?
Are you able to acquire links for your website ?
Can you afford to spend 20 hours a month?
What is 20 hours of your time worth ..???

48. The SEO pyramid

49. SEO limitations
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Takes longer to get near the top
Google is always one step ahead
Flash websites are much harder to optimise
High competition for the best keywords
Difficult to rank high for generic keywords
Is there something else I can use to get around these
problems?

50. What is search engine advertising/ PPC
…a form of Internet marketing that seeks to
promote websites by increasing their visibility
in search engine result pages (SERPs)
through the use of paid placement, contextual
advertising, and paid inclusion.
Wikipedia

51. Why should you consider?

52. Where should I advertise ?

53. The process

57. CPC & Quality score

58. CPA & Quality score

59. Is PPC right for me ?
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Does your business have a unique selling point ?
Do you stock products ?
Do you need to feed your sales team with leads ?
Low cost of lead acquisition
Do you need to measure ROI ?
Ability to focus on specific locations , time zone
Ability to change your marketing message daily
Better conversions

60. 3 Types of Landing Pages

61. Before creating a landing page….
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Business objectives
Know your audience
Visitor action
Entry points
Technical limitation of your target audience
Check domain name availability
Competitive analysis

62. What is social media marketing?
Social media marketing is a term that
describes use of social networks, online
communities, blogs, wikis or any other online
collaborative media for marketing, sales,
public relations and customer service.
Wikipedia

63. Search marketing vs. social media marketing
■ Search marketing:
Bringing customers to
your site
■ Social media marketing:
Going where your
customers are!

64. You might think social media is this

65. Businesses often ask the wrong question
How can my business sell more by using
social media?

66. There is a better question
How can I use the social web to help consumers
achieve their goals?

67. “Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”
Image credit: Ian Sane

68. How does your audience behave?
73%
…of purchases are first researched
online
■ 69% of Aussie users read blogs
■ 83% have viewed video online
■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research,
wave 3

69. You already have the skills

70. Social media setup
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Claim your social profile
Setup up for business page for Social media sites
Make your website social
Embed your social feeds to your website
Setup social media monitoring ( hootsuite)
Setup a list of keywords to follow
Plan a strategy to motivate customers to share your
business on their social circle

71. Questions to get you started ...
1. Why are people interested in your organization or
cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your content?
(Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?

72. Success on social media

73. To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to
key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise
in your industry.
• Blogs are a means of building relationships with customers
and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fastbreaking news, issues, or events.
• Blogs help build brand awareness and help define your
brand.
• Blogs are a low-cost marketing channel.

74. Social media is for B2B & B2C

75. Mobile search

76. Mobile trends
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Mobile growth and device adoption
The word “ mobile” is getting outdated
Tablets will replace majority of desktop users
HTML5 and responsive design will continue to grow
Mobile E commerce is growing

79. Impact of mobile on your business

80. Optimise for mobile

81. Mobile users are different from desktop users

82. Load time for websites

83. Load time for Mobile users

84. Conversion rate optimisation

85. What is conversion rate ?

86. What’s your conversation rate ?

87. CRO factors ?

88. Methods used for conversion tracking

89. Website usability tools
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www.crazyegg.com
www.clicktale.com
www.kissmetrics.com
www.ghostrec.com
www.visualwebsiteoptimizer.com

90. Usability issues

91. Usability issues

92. Video works !!

93. Videos help you sell more

94. Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long

95. My website has been hacked
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Blacklisted by Google
Account suspended by hosting provider
Drop in search engine ranking
Bad user experience
Effect existing campaigns
Loss of business

96. Conclusion
• Request a consultation
• Upcoming workshops
Thank you !!