@annstanley

ann@anicca.co.uk

An integrated approach to SEO, content, PR and social

By Ann Stanley (Managing Director)@AniccaDigital

@annstanley

ann@anicca.co.uk

About Anicca Digital Ltd• Originally company formed in 2007, now with team of 20 in Leicester• Offering 4 main services (POET):

• Paid Media - including paid search and paid social• Owned and Earned Media - including content marketing, social and PR• Technical - including technical SEO, Analytics, consultancy in web, conversion rate optimisation

and ecommerce support• Training - marketing training for business professionals

• Google accreditations - 8 staff are AdWords and 12 staff are Analytics accredited• Amongst the top 15 independent AdWords Google Partners in the country• We offer training and consultancy as well as project implementation• We recently formed the Leicester Digital meetup group and are the organisers of a new annual

E-Commercial conference (to be held at the Leicester Marriott on 31st October)

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ann@anicca.co.uk

Examples of the brands we work with

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A bit about me!

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ann@anicca.co.uk

Contents• Understanding how your brand can be found online• Understanding the Google search results• How do search engines work• On-page optimisation (SEO)• Creating supporting content• The SEO process• Why an integrated approach?

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ann@anicca.co.uk

Understanding how your brand can be found online

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ann@anicca.co.uk

Overview of marketing channels

Search marketing(PPC, SEO,

Merchant Centre)

Traffic to your site from other sources

(email, affiliates, display ads, social, mobile ads, PR, 3rd party sites, shopping

comparison, voucher sites)

Shopping platforms and market places

(Amazon, eBay etc.)

Other off-site sales/leads

(Social commerce, Mobile Apps, daily deals sites)

Conversion optimisation

On-site Sales/Conversions

Off-site Sales/Conversions

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Your brands website, social profile, app or shopping content

Shopping / Marketplaces Search Social Other websites,

media or apps

Paid Owned Earned

Technical Content

Web/technical SEO Analytics / CRO Text SocialContent Media

Shop Search Social Display Search Social Social PR

Content Pieces

POTENTIAL CUSTOMERS

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On-site Sales/Conversions

POEM – Paid Owned Earned Media

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2015 vs 2014 UK digital advertising spend

2014 2015

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BACRA – both sides of the conversion!

Conversion

Acquisition

Brand Awareness

Retention

Advocacy

The Conversion (Sale or lead)

Traditionally digital agencies focus on acquisition

Anicca uses different digital marketing channels at each stage of the customer journey

BACRAACQUISITION

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Understanding the Google search results

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Searching to buy a ‘sofa’*

Pay per click ads

(via AdWords)

Pay per click text ads (via AdWords)

Organic or natural

search results

Shopping Ads (paid ads via AdWords)

*sofa chosen to illustrate different types of results

Google new Local

listings “Stack”

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No more right hand ads or map

“The fold”

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B2B examples

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How do the search engines work?

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• A search engine is essentially a very large database containing a record of individual web pages

• The mechanics of a search engine can be thought of in terms of these three aspects:

A Spider or RobotAn automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content

A Storage System or DatabaseA record of all the pages viewed by the Spider

A Matching Process or Relevancy AlgorithmThe rules that tell the search engine how to determine what would be relevant to your search

How Search Engines Work

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Key aspects of an SEO projectThere are over 200 factors used in the algorithms of the major search engines!

On-page SEO is the area you can influence the most as you have the most control of this!

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Technical SEO

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Off-Site SEO (website authority)

http://www.attorneysync.com/wp-content/uploads/2013/02/off-page-seo.png

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Majestic – Trust Flow

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Ahrefs.com

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On-page optimisation

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On-page factors

http://www.websitemonster.net/wp-content/uploads/2014/09/on_page_optimization.jpg

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What is on-page optimisation?• In basic terms, on-page optimisation is the aspect of

SEO that involves everything you can do on your own page (URL) to improve ranking positions.• This mostly involves the content on the page, but can

extend into technical areas.• Despite the continued advancements of search engine

technology, search engines still require a ‘helping hand’ regarding what keyphrases a webpage is ‘relevant’ for

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Review all your pages, titles and descriptions (Site:sofa.com vs. adacore.com)

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Live example – ‘corner sofas’Title Tag

H1

Main Page Content

H2

H2

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Anatomy of an ‘optimised’ page• On-Page keyphrase use is not nearly as

effective as it used to be• Google is less reliant on single

keyphrases to understand context of a page

• Increasing use of Latent Semantic Indexing – looking for greater connection between page title and page content rather than exact matching of keyphrases

• Recent updates to the way Google work include Rank Brain or machine learning and the importance of EAT Expertise, Authority and Trustworthiness

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Creating supporting Content

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Content – What have you got to talk about or offer?• Depends on your objectives?• Latest news (company or sector)• Latest products• Events• Useful information, whitepapers, tips and hints, “how

to” guides, opinions• Case-studies• Others?

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Format – this will influence where you can use the content• Written content • Start with your blog - don’t forget to include keyphrases for

search engine optimisation (SEO)• Broadcast this via Twitter, RSS Feeds, newsletters; with links

back to original content• “Rewrite and recycle” for user generated sites e.g. online PR,

guest blogging (be aware of Google rules on spammy links to avoid Penguin penalties)

• Presentation and informative material such as PowerPoint, pdfs, videos, infographics, podcasts

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What is long-tail keyphrases?

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Content Idea Generation Tools• When trying to identify or come up with supporting content ideas there

are a number of tools and tricks that can help offer inspiration;• Ubersuggest• Huballin• Answer The Public• Content Idea Generator• Keyword Tool• Google Analytics ‘Site Search’ report• Google AdWords ‘Keyword Planner’ tool• Google AdWords ‘See Search Terms’ report• Ask your support team to record the questions they are asked• What are your competitors doing and The Skyscraper Technique… how to use

content to attract links!

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Entertain

Inform

Challenge

Solve Problems

Inspire

Educate

Tactic: Content Approach to Social Media In order for content to work on social, it needs to meet one of these needs:

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Different content formats

https://www.distilled.net/uploads/the-content-matrix.png

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The SEO process

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Checklist for optimising your websiteResearch and Planning• Carryout keyphrase research• Prioritise your keyphrase by high search volume and low competition (use pay per click data if you have it?)• Produce a topic and a page plan (i.e. which pages are to be optimised with which phrases/topics)Optimise on-site content • Write new optimised content for existing pages (URL, title, description, headers, keyphrase density, anchor text,

image optimisation)• Repeat for new pages • Upload your content through your CMS and add new internal links to these pages e.g. through a site map• Add new optimised supporting content every week via a blog and ensure that it is good enough to deserve links

and social sharesOff-site content and links• Consider creating content and getting it added onto other sites, or get bloggers and influencers to do this for

you – with a link back to you• Create press releases (PR) and distribute to the media – with an aim that they will publish your content ad link

back to your siteTrack and measure • Review results using Search Console (previously Webmaster Tools), Analytics and a ranking tool (such as

SEOmonitor)

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Why an integrated approach?

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Content

SEO

PRSocial

• External links• Traffic• Domain authority• Search rankings• Trust/ credibility• SEO’d press releases• Drives media through

Google search• Blog – works both

ways

• Drives traffic • Trust/ credibility• Touch point in sales

funnel• Customer reviews• Customer interaction

• Promote Content to gain media coverage

• Post media coverage• Engage with media via

Twitter

An integrated strategy

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Integrated strategy to SEO, blogging, social marketing and link building

Every week*

Blog article 1

PR Opportunity Social Sharing

Blog Article 2

PR Social

More if possible

PR Social

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Our strategy for integrating PR, social and SEO (for our own and clients sites)• Websites should be built to have an integrated blog and social media icons or they should be

add retrospectively to existing sites • We try and blog at least once a week

• Optimise the blog to maximise SEO benefits (especially title, perma-link (URL) and use SEO plug-ins for sitemap, titles and descriptions)

• Allow comments (screened and approved)• Everyone in the team is encouraged to contribute to our own blog

• Our own content is focussed on• Innovation or what’s new in search and online marketing• Areas where we are technical experts• Case studies (including new websites)• Events or speaking slots

• We then re-tweet, use share/like using Facebook, LinkedIn and Google+• We create Press releases and submit to media sites • We also use Tweetdeck or Hootsuite to track areas of interest

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Blog with integrated Twitter, Facebook Likes, LinkedIn and Google+1

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Blogs and social media• Online media such as blogs and social media has affected

media relations and they need to be treated differently• More like a conversation – you need to read Tweets and blogs to

find out what they are talking about/ interested in• Join in with NON-COMMERCIAL conversation to start with then

drop your story / product in after you have established a rapport• Find hard-to-reach journalists for national newspapers/

magazines on Twitter • #journalistalert is a good one to set on your Twitter or join the

closed group on Facebook

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Bloggers, influencer marketing and outreach• Influencer Marketing: finding people who are influential

in your sector. They could be:• Sector spokespeople• Trade media• Bloggers

• How do you work with them?• Try to connect with them through social media, events etc• Converse with them, then try to get your message across• Use your own blog content to demonstrate your expertise

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How does PR support SEO?• PR supports SEO through:• Generating external links• Increasing domain authority• Bolstering search rankings• Increasing trust through 3rd party

reviews• Amplifies existing Content ie blogs• SEO’d material, posted online

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Google ‘ no follow link’ guidelines• Google has recently implemented guidelines

for bloggers who review products/ services for money or in return for FOC products

• Bloggers/ publishers are now obliged to declare any paid-for work as such as the link back to the brand website needs to be a ‘no follow’ link

• This means that you don’t get the SEO domain amplification from the author site however you still get traffic from the link and the awareness generated by the review

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How does PR support Social?• PR can support social by:• Promote Content to gain media

coverage• Post media coverage• Influencer marketing• Engage with media via Twitter

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Want to learn moreVisit our stand 140

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Staying up to date• Use RRS readers and subscribe to

blogs or follow organisations and key figures on social channels such as twitter.

• This way you get news of updates as they break

• Subscribe to newsletters from prominent publishers in the digital sector so news is delivered into your inbox on a regular basis

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Training courses and boot camps• Open boot camps

• 1-5 day practical boot camp in Leicester • Social Media – starts September 5th• SEO – starts July 4th & October 3rd• PPC starts June 6th & August 1st• Prices

• 1 day = £300 incl. VAT (any day)2 days = £550 incl. VAT3 days = £750 incl. VAT4 days = £900 incl. VAT5 days = £1,000 incl. VAT (Monday – Friday)

• In house training for up to 15 staff at your premises or at our offices in Leicester• 1 day tailored training £975 +VAT• Plus travel time and expenses for locations outside of Leicestershire – price

on application

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Thank You!