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Internet and Online Marketing | SEO Ireland

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Primary Position
Primary Position

How to prospect and build an inbound marketing campaign based on Content SEO - based on real data from Irish Websites and our own strategies

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Where to Focus your Marketing Effort If you¡¯re smart¡­
WHAT ARE THE OPTIONS ANYWAY?
Internet Marketing ? Search Engine Marketing ? Content Marketing ? Email Marketing ? Social Media Marketing ? Affiliate Sales ? Display Advertising
WE SAY IT¡¯S SEARCH ENGINE MARKETING SEO (Organic) PPC (Paid Search) ¡­ the data backs this up
ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for guessing¡­
Introductory Note We looked at over 3.2 million* visits to Irish websites over the first half of 2012. 88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors. *a U.S. equivalent would be approx 280m (Ireland is small)
SEARCH TRAFFIC Meat and Potatoes
Who¡¯s looking? 63 % Average per site 64 % of total website traffic
ORGANIC SEARCH They come to you from Google without you paying for it¡­
Well Actually¡­ 82 % of total search traffic (53% of total traffic) 76 % average per site Still organic though¡­
PAID SEARCH Google Adwords and other PPC programs.
Who are you paying for? 18 % of total search traffic -average per site is the same.
DIRECT TRAFFIC But direct from where?
Direct Traffic: is it from space? ? The problem with direct traffic is that we don¡¯t really know where it comes from or what affects it. ? A large percentage of it is company employees. ? We attribute the rest to Extra Terrestrials
How many space visitors? 23 % of total website traffic 19 % average per site
REFERRAL TRAFFIC Who sends people your way?
Referral: Who sent who? 1.3% 11 % Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site 18 Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
More Aliens? Nope¡­ On average 17 % of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
BOUNCE RATES¡­
73% Twitter Who bounces the most? 66% 60% LinkedIn 43% Facebook Other Referral 38% Search
MOBILE OR PC?
We¡¯re still and smug PCs Still 87 % Dominate of the Market We¡¯re just And you¡¯re both PCs by 13 % the way¡­ #justsayin For now¡­ Anyone seen BB?
FIRST OF ALL You have to be ON the internet
THE PROBLEM With Internet Marketing
How it often happens ? Buy a domain and hosting. ? Build a lovely looking website. ? Why aren¡¯t the customers here? ? Internet marketing doesn¡¯t work??
WEBSITE IS NOT INTERNET MARKETING Website is only your store¡­ ¡­sort of
Lovely shop front but 80% never see it
They might see the shelf
Most likely they¡¯ll arrive on the thing they were looking for¡­ ¡­and then leave straight away.
INTENTION DRIVEN MARKETING People are looking to have their problem solved
Do you have the answer? ? It¡¯s not about displaying your wares. ¨C People don¡¯t care about your product ¨C Only that it solves there problem ? What are people searching for that you could be a solution to? ? Use that as your guide for internet marketing
CONTENT MAY BE KING Context is Queen
Site Structure &Conent ? Must reflect what people are looking for? ¨C For Paid and Organic Search ? Use the Keyword Tool to see real searches around your industry ? Check the search volumes
Blogging ¨C Article writing ? Not about your lunch¡­ ? Solving problems of interest to your target market ? NOT just about you. If you work in Disaster Recovery solutions. ¨C Hurricane Sandy is of interest ¨C Changes in Cloud Computing are of interest too
Other Forms of Marketing ? Email ¨C Dependent on having a list ¨C Use it to drive people to website ? Affiliate Marketing ? Display Advertising ¨C CPM ¨C Same principle as Print
THE RISE OF SOCIAL MEDIA
Referral: Who sent who? 1.3% 11 % Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site 18 Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
Social Media ? Not as simple as it seems ? Publisher model ? Content Quality is vital ? Earn the right to advertise/pitch
Social Media ? Facebook ¨C Consumer ? Linkedin ¨C Professional ? Twitter ¨C Both ¨C Engagement is difficult
FOCUS ON THE GREATEST GAINS
Getting Started ? Focus on SEM ¨C Greatest benefit ? Do your research ? Get your site structure and content right ? Write quality targeted content ¨C Supports SEM, Social and everything else
BE PREPARED TO INVEST Time, Energy & Resources In your Digital Marketing
David & Anton David founded Primary Position in 2004 Anton joined Primary Position in 2011 after running one of Ireland¡¯s largest as a partner, having previously software development houses for several launched and grown several tech years having previously worked for DELL. startups an international events David is recognised as one of one of the business and a local newspaper. Anton foremost Search Marketers in Ireland brings considerable strategic experience to the team.
WE DO THIS STUFF Digital Marketing Agency
What Primary Position Does ? Digital Strategy ? Search Engine Optimisation (SEO) ? Pay per click Advertising Management (PPC) ? Content Marketing ? Online Branding, PR and Reputation Management ? Social Media Strategy + Management
Well, get in touch then¡­ www.primaryposition.com Info@primaryposition.com

More Related Content

Internet and Online Marketing | SEO Ireland

  • 1. Where to Focus your Marketing Effort If you¡¯re smart¡­
  • 2. WHAT ARE THE OPTIONS ANYWAY?
  • 3. Internet Marketing ? Search Engine Marketing ? Content Marketing ? Email Marketing ? Social Media Marketing ? Affiliate Sales ? Display Advertising
  • 4. WE SAY IT¡¯S SEARCH ENGINE MARKETING SEO (Organic) PPC (Paid Search) ¡­ the data backs this up
  • 5. ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for guessing¡­
  • 6. Introductory Note We looked at over 3.2 million* visits to Irish websites over the first half of 2012. 88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors. *a U.S. equivalent would be approx 280m (Ireland is small)
  • 8. Who¡¯s looking? 63 % Average per site 64 % of total website traffic
  • 9. ORGANIC SEARCH They come to you from Google without you paying for it¡­
  • 10. Well Actually¡­ 82 % of total search traffic (53% of total traffic) 76 % average per site Still organic though¡­
  • 11. PAID SEARCH Google Adwords and other PPC programs.
  • 12. Who are you paying for? 18 % of total search traffic -average per site is the same.
  • 14. Direct Traffic: is it from space? ? The problem with direct traffic is that we don¡¯t really know where it comes from or what affects it. ? A large percentage of it is company employees. ? We attribute the rest to Extra Terrestrials
  • 15. How many space visitors? 23 % of total website traffic 19 % average per site
  • 16. REFERRAL TRAFFIC Who sends people your way?
  • 17. Referral: Who sent who? 1.3% 11 % Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site 18 Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
  • 18. More Aliens? Nope¡­ On average 17 % of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
  • 20. 73% Twitter Who bounces the most? 66% 60% LinkedIn 43% Facebook Other Referral 38% Search
  • 22. We¡¯re still and smug PCs Still 87 % Dominate of the Market We¡¯re just And you¡¯re both PCs by 13 % the way¡­ #justsayin For now¡­ Anyone seen BB?
  • 23. FIRST OF ALL You have to be ON the internet
  • 25. How it often happens ? Buy a domain and hosting. ? Build a lovely looking website. ? Why aren¡¯t the customers here? ? Internet marketing doesn¡¯t work??
  • 26. WEBSITE IS NOT INTERNET MARKETING Website is only your store¡­ ¡­sort of
  • 27. Lovely shop front but 80% never see it
  • 28. They might see the shelf
  • 29. Most likely they¡¯ll arrive on the thing they were looking for¡­ ¡­and then leave straight away.
  • 30. INTENTION DRIVEN MARKETING People are looking to have their problem solved
  • 31. Do you have the answer? ? It¡¯s not about displaying your wares. ¨C People don¡¯t care about your product ¨C Only that it solves there problem ? What are people searching for that you could be a solution to? ? Use that as your guide for internet marketing
  • 32. CONTENT MAY BE KING Context is Queen
  • 33. Site Structure &Conent ? Must reflect what people are looking for? ¨C For Paid and Organic Search ? Use the Keyword Tool to see real searches around your industry ? Check the search volumes
  • 34. Blogging ¨C Article writing ? Not about your lunch¡­ ? Solving problems of interest to your target market ? NOT just about you. If you work in Disaster Recovery solutions. ¨C Hurricane Sandy is of interest ¨C Changes in Cloud Computing are of interest too
  • 35. Other Forms of Marketing ? Email ¨C Dependent on having a list ¨C Use it to drive people to website ? Affiliate Marketing ? Display Advertising ¨C CPM ¨C Same principle as Print
  • 36. THE RISE OF SOCIAL MEDIA
  • 37. Referral: Who sent who? 1.3% 11 % Total website traffic 0.01% of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg per site 18 Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral of all traffic
  • 38. Social Media ? Not as simple as it seems ? Publisher model ? Content Quality is vital ? Earn the right to advertise/pitch
  • 39. Social Media ? Facebook ¨C Consumer ? Linkedin ¨C Professional ? Twitter ¨C Both ¨C Engagement is difficult
  • 40. FOCUS ON THE GREATEST GAINS
  • 41. Getting Started ? Focus on SEM ¨C Greatest benefit ? Do your research ? Get your site structure and content right ? Write quality targeted content ¨C Supports SEM, Social and everything else
  • 42. BE PREPARED TO INVEST Time, Energy & Resources In your Digital Marketing
  • 43. David & Anton David founded Primary Position in 2004 Anton joined Primary Position in 2011 after running one of Ireland¡¯s largest as a partner, having previously software development houses for several launched and grown several tech years having previously worked for DELL. startups an international events David is recognised as one of one of the business and a local newspaper. Anton foremost Search Marketers in Ireland brings considerable strategic experience to the team.
  • 44. WE DO THIS STUFF Digital Marketing Agency
  • 45. What Primary Position Does ? Digital Strategy ? Search Engine Optimisation (SEO) ? Pay per click Advertising Management (PPC) ? Content Marketing ? Online Branding, PR and Reputation Management ? Social Media Strategy + Management
  • 46. Well, get in touch then¡­ www.primaryposition.com Info@primaryposition.com