Content Strategy, SEO and Social Media

Getting the most out of your website:

5 search engine marketing tips

WHAT WE WILL COVER

Part 1: SEO

What is it?

How do search engines work?

How to be found

WHAT WE WILL COVER

Part 2: On-site SEO

How to pick keywords

How to optimise web pages

WHAT WE WILL COVER

Part 3: Off-site SEO

How to build links

Google+ Local

WHAT WE WILL COVER

Part 4: Content

How to create great content

WHAT IS SEO?

WHAT IS SEO?

“The process of improving the visibility of a website or a web page in the un-paid ("organic") search results...the higher ranked on the search results page, the more visitors it will receive”

- wikipedia

WHY BOTHER?

High rankings mean...

Greater brand exposure

More traffic

More sales & enquiries

HOW GOOGLE WORKS

Spiders crawl links

Adds pages to the index

Shows most RELEVANT results

Orders results due to IMPORTANCE

RELEVANCE

Keywords on your pages

Keywords behind your pages

IMPORTANCE

In-bound links

Votes of Confidence

Relevancy

Authority

ON-SITE SEO

CHOOSING KEYWORDS

Assumption is the enemy of SEO

So, use the Google Keyword Tool(it’s free and easy to use)

CHOOSING KEYWORDS

Look at ‘exact’ match keywords

Compare volume with competition - find gaps in the market

Mix quick-wins with long-term goals

SEO COPYWRITING

Google ranks webpages, not websites

1-2 phrases per page

Get them into your pages...

SEO COPYWRITING

SEO COPYWRITING

In your copy = headings, subheadings, body, call-to action, etc.

Behind the scenes = page title, meta data, alt tag, URL, etc...

SEO COPYWRITING

Strong messages and good keyword use are vital for clicks

OFF-SITE SEO

LINK BUILDING

Your site needs in-bound links

Google is a popularity contest

Many ways to get links...

LINK BUILDING

Directories

Niche specific (hotels, tourism, travel)

Local specific

General (Yell, Yahoo!, etc)

LINK BUILDING

Content

Guest blog posts

Advice articles

Online press releases

LINK BUILDING

Relationships

Suppliers

Testimonials

Business partners

LINK BUILDING

Try and vary the links

Many domains

Different landing pages

Alternate ‘anchor text’

GOOGLE+ LOCAL

‘Local SEO’

Appear within the map results

GOOGLE+ LOCAL

Citations

Reviews

CONTENT

CONTENT

Spend time on creating good regular content

Your brand will stand out to visitors

You will find new fans and followers

WHAT IS CONTENT?

Traditionally, content is seen as text:

web pagesproduct listings

blog postspress releasesadvice articles

WHAT IS CONTENT?

But content is also:

VIDEOS

IMAGES

GAMES

COMPETITIONS

FINDING THE NEED

Research what people are already looking for:

Keyword toolBlogs

Discussions

KEYWORD RESEARCH

Find ‘long-tail’ opportunities in your area

Use the Google Keyword Tool

and your Analytics data

SEO & CONTENT

“Provide unique and relevant content that gives users a reason to visit your site...create a useful, information rich site”

- Google

SEO & CONTENT

Google is constantly looking for content to show to users

Link-bait = the best links

A QUICK CASE STUDY

BROOKLYN MUSEUM

Using a Behind-The-Scenes approach to mix SEO, content and social

SO...

YOU NEED TO

Choose your keywords carefully

Optimise your pages properly

Build lots of links from external sites

Set-up a Google+ Local profile

YOU NEED TO

Find out what your market is interested in

Create content that answers their questions and inspires them to act

Distribute it socially

ANY QUESTIONS?

Visit:LibertyMarketing.co.uk

Connect:uk.LinkedIn.com/in/MrGarethMorgan

Follow:@LibertySEOs