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Jan Klin & Associates
Westmount, Hollow Lane
Kingsley, Cheshire WA6 8EF

Tel 07946 513521

The institute IDM Fellow

Digital Marketing Essentials 2015

Digital Marketing is a critical component for success for all businesses. This 90 minute seminar will provide you with all the tools, techniques and know how to ensure success moving in to 2015.

Lots has changed over the past 12 months and we’ll focus on some of the key changes in digital marketing to get you up to date.

We’ll show you case studies and examples of successful ventures to highlight the key success principles of digital marketing, specifically we will cover:-

Using Search Engine Optimisation techniques (SEO) to expand your website visitors

Not all website visitors will remember you – techniques for engaging with past visitors –

Site and search re-marketing techniques

Engaging through mobile and local search techniques

How to integrate your Pay per Click advertising with SEO for maximum impact – re-marketing techniques for increased engagement
Social Media Marketing – expanding your reach with Facebook, Twitter and other platforms

Content Marketing ideas – to maximise your SEO and Social Media activities
Using Digital Marketing for international visibility – how to reach customers beyond our borders.

Guest speaker, Jan Klin, will draw on his vast experience of consulting and delivering digital marketing projects for businesses over the past 10 years. You will come away from this seminar talk with some great ideas and approaches to maximise the success of your digital marketing activities

Next run date : 22nd September, Blackburn

Please contact us for availability

Call: 07946 513521

Email: jan@janklin.com

Posted in Online Marketing, Online Marketing Courses, Online Marketing Training | Comments Off

International Search Marketing for Success

Using Search Engine Optimisation (SEO) and Pay per Click (PPC) to drive international traffic

This half day course will provide all the tools, techniques and knowledge to allow delegates to implement a positive international search marketing strategy for their company.

The course will use real live examples of companies already succeeding in this area.

This is an interactive workshop where delegates will be encouraged to assess their own search marketing status and will come away with a plan of action for their own company.

Subjects covered will be:-

International SEO best practice – content optimisation, copywriting and translation issues; domain options – country specific versus .com options; website and keyphrase analysis and search engine settings for country specific visibility

Building links for traffic and search engine rankings – content marketing, international directories and social media use

International Pay per Click best practice – mixed PPC and SEO strategies, using geo-targeting options for focussed country specific traffic

Re-marketing – using display ads to entice former website visitors back to increase conversion rates and sales

Opportunities will be given for attending companies to have their own websites subject to analysis and critiquing by the trainer and other delegates. This will be an option for attending companies.

Current schedule:

15th September , 1st December, 23rd February 2016 – Please contact us for availability and locations throughout the Northwest which are currently being added to

Call: 07946 513521

Email: jan@janklin.com

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Search Engine Optimisation (SEO) Training 2015

Maximising Sales Through High Search Engine Visibility – Search Engine Optimisation (SEO) Training 2015

Contact Jan Klin – 07946 513521 or email jan@janklin.com to find out when we have a course near you. (see below for current schedule)

This course will provide you with all the tools, techniques and know how to get you to the top of search engines and deliver new business.

Importantly it will include the techniques we have developed over the past 10 years – techniques which work for our clients and provide the quickest way to get success.

In over 35 years of business life I’ve attended many training courses, and your one day SEO training was one of the best. It went at a good pace, was full of really useful information and the USB stick you gave us is packed with help and assistance. I came out of it energised and ready to tackle SEO! Many thanks. Kathy Guest, Director, Marketing Results Ltd.

Our Search Engine Optimisation training (SEO training) is now updated to include the new factors to consider for 2015 – including personalisation, real time search and integration with Social Media. In addition how best to take advantage of Google’s latest ‘Panda’, ‘Penguin’ and ‘Hummingbird’ updates and Google + integration.

Who should attend?

Anyone involved in internet marketing wanting to get the very best results for their search engine marketing budget including sales and marketing managers, online marketers and consultants.

How will you benefit?

Apply the learning from this course and your website ranking and position will be boosted within the results pages of all the major UK and global search engines, maximising the marketing return on your website investment.

SEO Course Module 1: Introduction and finding keyphrases

  • An outline of the ‘best practice’ structured process to optimisation
  • How to find the most effective keyphrases to bring relevant visitors to your site – web based tools and other approaches
  • Balancing semantic search considerations with keywords
  • Assessing the ‘relevance’, ‘popularity’ and ‘competition’ for your keyphrases
  • Harnessing the ‘long tail’ for maximum sales and conversions
  • Keyword strategies for ecommerce sites
  • Techniques for assessing the competition and how long it will take to achieve good results

SEO Course Module 2: Auditing your existing site and SEO considerations for new sites

  • The major factors which will provide good SEO ranking – both within your website and external factors
  • How search engines work and which are important
  • Using web based tools to assess your current position versus your online competition
  • Building a new web site – the essential for SEO success. Choosing the right technology and CMS (content management system)
  • Identifying and removing roadblocks which can negatively affect your SEO efforts
  • Analysing your link infrastructure and eliminating troublesome links

SEO Course Module 3: Optimising your web pages

  • Explaining metadata and identifying the most important metadata in your site for top search engine performance
  • Structuring your title, description, keyword and H1 tags for optimisation
  • Explaining ‘keyword density’ and the importance of effective copy writing for high SEO rankings
  • SEO copywriting in a ‘semantic search’ world
  • Using web based tools to analyse your existing copy – keyword density and semantic issues
  • SEO copywriting techniques – how to pander to panda
  • Implementing your optimisation – matching pages to phrases

SEO Course Module 4: Developing backlinks and content marketing

  • A structured approach to developing your content marketing and linking strategy
  • The importance of backlinks to your SEO rankings
  • How to develop and assess links from the best sources
  • Content Marketing method for link and visibility development
  • Analysing your links and your competitors links using web based tools
  • 8 key target areas for your links – from directories to social media sites

SEO Course Module 5: Monitoring our performance and fine tuning

  • Monitoring your rankings and click throughs – using web based tools to see keyphrases and search engine positions
  • Telephone tracking – relating enquiries to keyphrases
  • Analysing what’s working for you and how to improve
  • Which phrases are working for you, which search engines and directories are delivering results
  • Fine tuning your SEO to out compete your online competitors
  • What to avoid to remain ‘search engine friendly’

SEO Course Module 6: Utilising Social Media and understanding the latest Google ranking factors

  • Working with Blogs to improve SEO
  • Working with Twitter, Facebook, LinkedIN and Google+
  • Google ‘universal search’ – including video, image and news SEO
  • Local Search – make sure you are on the ‘Google Map’ for local searches
  • ‘Digital Assetts Optimisation’ – including Video SEO (YouTube and others
  • Real time search, personalisation and website speed issues

SEO Course Module 7: Advanced SEO

  • International SEO – domain and hosting issues
  • Translation options and geo-targeting
  • Using redirection principles to preserve domain authority
  • Using Re-marketing techniques to bring web visitors back for increased conversions
  • Duplicate content issues and identification
  • Advanced improvement techniques

Please contact us now if you wish to benefit from this SEO training or find delivery locations near to you. The course fee (£295 plus vat per person) includes refreshments, lunch and comprehensive training materials (including a usb stick with all powerpoint slides and links to web tools)

The course is also available to be run on your own premises

Next availability : August 20th, Liverpool; October 15th Manchester; November 9th Chester

Contact Jan Klin – 07946 523532 or email jan@janklin.com

Dear Jan,

I was on your excellent ‘Loughborough UNI Course’ and you blew my socks off! I was VERY impressed with your presentation and ‘Inside Track’ knowledge. ……Thank you for your effort to making it the best and most interesting business presentation I have seen in years!
Well done!

Yours sincerely,
Paul R Morton, Morton Connolly
Managing Director

Fantastically detailed course packed with useful content explained in a jargon free way – you will go home full of inspiration and practical ideas on how to make your website more visible.

Debbie Wells, Director, Cameron Wells Communications

Posted in Online Marketing, SEO News | Comments Off

Google’s ‘Mobileaggedon’ Release

On 21st of this month Google officially released its major mobile algorithm update which favours sites with large text, easily clickable links and pages optimised to show up well on mobile devices.
More significantly it stated that websites which are not mobile friendly will get demoted down the listings.

Does this matter to you?

Firstly, its important to stress this will not affect your conventional desktop or tablet rankings – its just mobile rankings. The thing is for most sites mobile is an increasingly important access device. Mobile access is up this year by 10% to almost 60% on average and of course you can check your own figures through analytics. If you do this you will probably realise the importance of it. Incidentally its not just a ranking factor but a major ranking factor meaning that if your site is not mobile compliant it will get demoted in favour of compliant sites so it is important to put right.

You can easily check your site at this link…. Mobile Friendly Test

The best solution if you have a problem is to make your site responsive. This means whatever device your sites is accessed by will be detected and the relevant size of site displayed. Its standard practice nowadays to make new sites responsive but if your isn’t its straightforward to put right through a simple redesign modification – drop me an email (jan@janklin.com) if you want us to look at it for you and give you an idea of effort/cost involved.

Interestingly its large sites/brands which seem to have the biggest problem with their very large, often complex sites – for example Ryanair, Versace and Nintendo all do not have mobile compliant sites. The smaller your site the easier it is to put right.

The reason Google have done this is to ensure the user experience at sites is positive – and this brings page load times into the mix which is ultra important for mobile access– Google reckons that people abandon pages after 5 seconds and 46% don’t return. So its not just rankings that are important but the wider user experience which will be enhanced by an effective responsive site.
If you want to know more google have published a faqs page which can be accesses here…


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The Truth, the Whole Truth and Google

If, like ourselves, you are actively involved with improving search engine rankings – you will probably be all to aware that for many years the inbound links to your website are a very important signal for Google to base your rankings on.

More specifically this was the basis of Google’s innovation that made the search engine the market leader through its speed and accuracy. Measuring the number and quality and relevance of links into your site was critical to its ranking success.

The problem with this though is that sites which contained un truths, mis information and downright lies could still get high rankings on Google just because other sites linked to them. A problem Google has been wrestling with for some time as it contravenes Google’s major objective which is to provide good useful information for searchers; clearly untrustworthy information should get demoted down the list.
Google is now addressing this – a research team is producing an new algorithm which will promote pages up the rankings for truthful information and demoting those with untruths. Instead of just counting the links it will be counting correct and incorrect facts and ranking accordingly. Theres more information on this here….


How will Google know whats true and what isn’t? Google has a vast ‘knowledge Vault’ it has compiled from the internet over years on facts (2.8 billion of them!) and other items considered accurate and it will use this to apply a ‘Knowledge Based Truth Score’ to webpages which will then determine the rankings.

This is not live yet but we expect a first release before the end of this year so maybe its time to revisit your content to eliminate anything which may be questionable or over hyped?

There will be other simple things it can measure like for example your reviews – if you promise next day delivery and lots of your reviews complain about late delivery, or if you boast exceptional service and your Twiter streams don’t support this – it could be a ranking problem going forwards. Conversely if your website content is in sync with your social media and other external references it will be beneficial.

Will this eliminate the need for links? We don’t think so but it will be a whole new category of ranking factors we need to pay attention to going forwards that over time, and depending on the type of site you have, may become more important than backlinks.

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Google Improves Local Search Results

As the link between local results and mobile becomes more important you need to update your local listings if you haven’t already done so.
What used to be referred to as Google local and Google Business at various times has now been wrapped into ‘Google My Business’. This is an integrated tool which allows you to bring together your business listings, with maps and your Google + page. There’s more detail on how to do this below but first I just want to remind you of the importance of local business results.

The first thing is that when people do a search for your business you/they want something like this…..


That is a location map, multiple links, contact details etc. You’ll also want this to render properly on a mobile device if thats what the search was done with….


Perhaps more importantly from a SEO perspective you will want something like this to happen for a local keyword search – e.g. ‘plumber in preston’…..


That is you’ll want to be present in the ‘Google 7 Pack’ and have map results display along side.
This is a matter of ensuring you have a Google + page integrated with maps results – and all this can be achieved by going through the ‘Google My Business ‘ process.
Just go to this page…



and click on to ‘Get onto Google’ which will take you through the process.
The first thing you will be asked is for you to login via your Google account – so if you dont have one you’ll be offered the opportunity to set one up – then its a matter of describing your business and its location – and also the link with your Google + page if you have one. Again if you don’t you’ll be asked to set one up and its important you do since this will be a way of interactively engaging with your customers.

Before this information can be published Google will send you a card through the post with a pin number/reference on it to allow you to complete the registration process by proving its your business you have described.
Once done you’ll have integration between you business details, its location and your Google + page – all accessible through different devices.

The other consideration is then the SEO – getting as high as you can in the 7 pack. Here are the main factors which will maximise your ranking position….

  • ensuring you have your full address on the site along with references to the city/location in the metadata
  • get some good local links (eg local biz directories)
  • Ideally get some reviews (good ones!)
  • get some dialogue going on G+

Best wishes with it

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Beyond SEO – Revitalising your Web Traffic

Retargeting your web site visitors.

So you are doing really well with your SEO – your are getting lots of traffic but there’s a problem; only 5 in every 100 visitors makes contact by either enquiring of your services or buying from you. In fact you are doing very well if you get this sort of conversion rate, the industry average is 2-3% depending on the type of business you have.

Have you ever wondered what happens to the 95% plus percent who never make contact? After all they had some interest in you thats why they were at your website. Wouldn’t it be great if we could follow then around the web and remind them to revisit us? This is what we mean by retargeting.

Of course some left without making contact because you may not have been relevant to their search – but many may have left because they were shopping around or that life intervened – nature called or they went for lunch or whatever. The chances of them returning even if you were relevant are small; Unless of course we retarget them.

A retargeting example

Here’s a simple example: Yesterday I visited one of our customers’ sites. They are in luxury travel. Later in the day I visited other sites – one was Tripadviser another was a product comparison website. In both cases as I browsed these sites little ads popped up reminding me to revisit the travel site. Of course you need to be a bit careful about this ‘electronic stalking’ so it doesn’t become counterproductive, but just imagine if I was actually on their site looking for a luxury villa holiday in the algarve; I later went to tripadviser and their banner popped up offering a £100 discount voucher I could get by clicking back to their site. This would be a highly relevant way of using retargeting and also highly effective.


Different ways to retarget

In the above example the retargeting was was carried our through Google. Its what Google refer to as remarketing and is an option when you use their Adwords pay per click service – you have the option of having ads appear elsewhere on the web rather than just at the Google search results page. The ads get triggered on the host site after someone has visited your website via a PPC ad to remind them to return.

Of course this only works if you use Google PPC but there are many options now to do this retargeting when people visit your site via any means – through natural search, direct traffic as well as PPC traffic. The technologies to do this used to be the domain of larger companies but over the past couple of years many low cost technologies have become available to allow this natural retargeting to happen; and it can be very effective.

How does it work?

You simply place a bit of code (provided by the technology provider you use ) which appears on your webpages. You can then track these visitors across the web (via cookies) and your technology provider makes sure your ads get displayed to relevant ex visitors at relevant times to bring them back. This is done by real time bidding (RTB) where the provider bids for ad space in real time and if the price is right your ad gets displayed.

Tracking people who are interested in you as they browse the web – and bringing them back to your site for the right reason and the the right time -is becoming an essential component in the digital marketing mix of all businesses and we now have the technologies to do this cost effectively.

There’s a list of the technology providers who provide this sort of service here…..


We are working with a couple of them right now and I’ll keep you posted about our experiences.

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Keywords in Domain – Still a Good SEO Tactic?

A few years it was a well known SEO tactic to buy domains which included your target keyword in order to get a good ranking. Indeed the tactic became pervasive and people bought many domains to cover a wide range of keyphrases they wanted a rankings for.

If you sold widgets getting the domain www.widgets.com and an range of domains pointing to it – www.bluewidgtes.com, www.redwidgets.com and others was a good tactic. Does this still work today?

As part of Googles clamp down on low quality sites they introduced a algorithm modification a couple of years ago to downgrade such sites (http://searchengineland.com/low-quality-exact-match-domains-are-googles-next-target-134889).

We all thought that was the death of what was referred to as EMD (Exact match domain) SEO tactics, but today if you do a search for ‘ cheap flights’ you get…


You can see that www.cheapflights.co.uk gets a higher ranking than both expedia and latminute.com even though you can see that both these sites have a higher domain authority than cheapflights.

Here’s another anomaly….


For a search for ‘watch movies online’ You can see onlinemovies.pro and watchmovies-online.ch have a better ranking than Blinkbox which has a massively higher domain authority than them.

So EMD still seems to work. In fact here is a recent study from the canirank blog (http://www.canirank.com/blog/) which seems to support the situation.

And here’s a compelling item from their study which shows that you need around 3 times as many links to rank equally if you dont have keyword rich domains…..


So, do you go out and buy keyword rich domains still? A few points…

Buying multiple domains with keywords in and having them pointing to the main domain wont work anymore (for many reasons)

Having a keyword rich domain will still give you an advantage HOWEVER you will still need to satisfy all other SEO requirements – good quality links, good quality content, proper SEO on metadata etc.

So, its not a alternative to good SEO ( as it once was) its an important factor so long as you SEO the site properly as well.

Having said that how important is it to rank well for one major term? It probably isn’t for most sites– most sites nowadays get their best conversions from many ‘long tail’ phrases rather than from one or two major ones.

Another point to bear in mind is that what works on Google now may not in the near future. So, all things considered our advice would be don’t obsess about buying keyword rich domains – if you have one, great but make sure the SEO is good quality as the EMD itself will never be an alternative to good SEO.

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Your free SEO Audit template

Good SEO comes in several stages of activity, but the starting point has to be the audit – carrying out all those essential checks to ensure your site will perform as well as possible once its optimised.

Some things are nice to have – others are showstoppers if not addressed.

The link below will download an audit we recently did for a client – with the name removed – which you can use as a template to ensure you are carrying out all the important checks.

Your SEO Audit Template.


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Are links still important?

We still get asked quite a lot about the relevance and importance of back-links from a SEO rankings perspective. Lots of people seem to think that in some way Google has de-emphaised their importance.

Its true Google has made lots of changes over the last couple of years but as far as we can see – and we deal with rankings on a daily basis – links are still incredibly important. Poor quality ones arent though – high quality certainly are.

Getting one high quality link quite often makes a substantial difference to your rankings – the trick is how to find them then create them, but what exactly do we mean by a good link?

A good measure is Domain Authority (DA) and to find yours or you competitors all you need to do is to go to Open Site Explorer – a free tool from Moz at… https://moz.com/researchtools/ose/

Here’s my example…..


This DA – 33 in my case – is on a scale of 1-100, but the significant thing is that its on a logarithmic scale rather than linear.

In practice this means that, for example, getting a link from a site with DA 50 is not twice as important getting a link from a DA 25 site – its more like 10 times more effective. Looking at it another way – getting 1 link from a DA50 site is equivalent of getting links from10 different DA 25 sites.

A good place to start looking for good links is at the sites of companies known to yourselves, who you already have a relationship with – then work out the best way to get a link from them knowing the effort will certainly be worth it if they have a high DA site.

We recently saw one of our customers move from low rankings to top 3 positions – just by getting 1 link from a DA65 site.

Another way of finding such links is through competitive analysis – finding what important links your high ranking competitors have. You can do this using Opensite Explorer and listing their links in DA order. You wont be able to acquire all of their links but there may be some with high DA you could get.

For the more adventurous…..

A more interesting way of doing it is through a dynamic link map….

If you open up a new browser session and copy this url into it bit.ly/SGbDYa.

(open up 2 different windows so you can read this at the same time as looking at the link map)

The size of the blue circles is proportional to DA. If you click on the up arrow in the top left hand corner you will see the links fly in – spotting the larger blue balls is the trick. In this case you can see that the www.webtravelservices.com would be a link worth having.

If you want to create a dynamic site map there’s a blogpost we created which will show you step by step how to do it….

Creating a Dynamic Link Map http://www.janklin.com/blog/creating-a-visual-map-of-your-backlinks

Posted in Inbound Marketing, Link Building, Link Earning | Comments Off