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- 6/25/2010
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Document Sample
Llew Jury - Search Engine Optimisation and Internet Marketing
Search Engine Optimisation &
Internet Marketing
Presenter:
Llew Jury
Managing Director
Reload Consulting Pty Ltd
www.reloadconsulting.com
www.reloadmedia.com.au
About today
• Latest trends
• Part 1 - Recommend for practice websites
• Part 2 - Internet Marketing - SEO & SEM
• Questions – welcomed at the end
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
About Reload
• ReloadConsulting.com – business consulting,
marketing & business plans and growth strategies.
• ReloadMedia.com.au – SEO, SEM & Online strategy
• ISO9001:2000 quality assured and led by an
experienced team who have developed over 3000
internet projects since 1997.
Domain Name Growth
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Australian Usage Stats
• At the end of June 2008, there were 7.23 million
subscribers to the internet in Australia.
• 1.02 million business and government
• 6.21 million household subscribers.
• Wireless technology increased nearly 90% in six
months, with over 809,000 subscribers at the end of
June 2008, compared with 433,000 subscribers at the
end of December 2007.
• Connections with download speeds of 1.5Mbps or
greater increased to 3.10 million or 43% of all
subscribers, compared to 2.47 million or 36% of
subscribers at the end of December 2007.
Source: ABS.gov.au
Trends
Business Internet Usage Uptake…
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Today’s web
• Go for cost effective & measurable ROI
• Try open source – websites,
eCommerce, eNewsletters
• Leverage SAAS (“Software As A
Service”)
• Wireless access to the web
Today’s web
• Heading towards Cloud Computing
(remote storage and powerful hosting)
• Internet based video – not just personal
but for business
• Social networking – not just personal
but for business - Twitter & Facebook
• Metrics & analytics
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Part 1 - Recommended for
practice websites
• Online registrations
• Online eNewsletter subscriptions
• News, offers and events
• CRM data capture
• Directions
• Facilities and Consulting rooms
• Online videos promoting services and
outcomes
• Social networking
• Translation - target languages
• Online advertising to promote website
Google Maps
Location information – Google Maps
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Location Map
Consulting rooms
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Design Centric Website
Good all-rounder
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Email Marketing Tips
•Double-opt in. Be ethical and compliant.
•Include the ‘Hi [name]’ field at the top of the email.
•Make sure you include content that engages the reader.
•Have an unsubscribe option. No-one likes being spammed.
If enough people report your newsletters as spam, you are in
danger of having your domain listed as a spammer.
•Target your readers and use list management.
Email Marketing
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Part 2 - Online Advertising
• Search engine optimisation (SEO)
• Online marketing – Google AdWords, Yahoo!
• Viral Marketing
• Banners
• Affiliate networks
• Video advertising
• Blogs + Forums
Search Engine Optimisation
Key facts about Search Engine Optimisation (SEO)
• 60.5% of users click a natural result over a paid result.
• 68% of SE users click results on the first page of search
results.
• Only 8% of SE users review more than the first three
pages prior to clicking on a result.
Source: iProspect Blended Search Results Study April 2008
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Search Engine Optimisation
Key facts about Search Engine Optimisation (SEO)
• 37% of online users associate appearance at the
top of the search results with a company’s
leadership in it’s industry.
• 49% of users change their search term if they
don’t find what they were after on the first page.
Source: iProspect Blended Search Results Study April 2008
Search Engine Optimisation
Key benefits of Search Engine Optimisation (SEO)
• Measurable
• Low cost – high potential yield
• Now reputable - accepted into the “marketing
mix”
• More and more people going online
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Search Engine Optimisation
What does this mean for your website?
• Clearly shows that it is vital to be listed on the first page of
a search engine.
• If your website isn't on the first page, optimise it ASAP!
• In addition to Top 10 rankings, important that your website
attracts clicks.
• Put SEO near the top of your marketing mix. Low cost,
high yielding results.
Search Engine Optimisation
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Search Engine Optimisation
Good Google Maps visibility
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Dr Nick Website
Google Sitelinks
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
SEM - Google Adwords
Google ADWords Dashboard
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Conversion Tracking
Conversions are some action taken by a
user that you wish to measure (eg: enquiry,
sale, view of a particular page, etc)
Location targeting
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Location targeting
Social Networking: Web 2.0
Second-generation of Web-based services such as social
networking sites, Wikis and communication tools that
emphasise online collaboration and sharing among users.
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Facebook Groups
Facebook Groups
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Twitter – 140 Characters
Social Networking - Ads
Social Networking is a great medium for Online Advertising….
Using ads on social networking sites is
a great way to reach target demographics.
Can be very effective if you have a product or
service that is used by that demographic.
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Social Networking - Ads
In Summary
• Go for cost effective Internet solutions.
• Measure your ROI on each campaign.
• Watch your competition online.
• If it isn't working, change it. Be dynamic.
• Have a web strategy in place.
•
AAPM Staff Development Day 2009
Llew Jury - Search Engine Optimisation and Internet Marketing
Questions
Llew Jury
Managing Director
Reload Consulting Pty Ltd
Tel: 07 3371 1055
Email: info@reloadconsulting.com
Web: www.reloadconsulting.com & www.reloadmedia.com.au
AAPM Staff Development Day 2009
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