Post on 07-Aug-2015
transcript
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 3
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
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ClientsSleeping Giant Media
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Search Engine Optimisation-Where to start
-Picking the right Keywords
-Tips for success
-Measuring success- @LukeQuilter
- @SleepingGiantM
Where to start?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is SEO
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SEO or Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results
PPC
PPC
SEO
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How it works
-Lots of specific factors that Google uses to asses relevancy
-On page SEO
-Content, meta, internal linking
-Off page SEO
-Links back to the site, social engagement
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
On page
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meta data, content
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Internal anchor text
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Content about a particular article, then link to another article about
Online Marketing using relevant anchor text within the post
Page about online marketing
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Link principle
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Your site
Site ASite C
Site B
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social Principle
- Social Signals!
- Engagement & Sentiment from the user
- Engagement is key
- Not just likes and followers
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Building Links/Engagement
- Decide your target audiences and consider:
- What would they be interested in
- Who are their relevant key influencers
- For SGM
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Interest Topics Key Influencers
Business Owners Driving revenue through search, Low cost search solutions
@ukstartup, @kentbusinesses, @invictachamber
Marketing Managers Customer acquisition using PPC, How to engage with YouTube
@ppchero, @sejournal, @marketingland
New To Search What is PPC? What is Search Marketing and how to use it?
@googleanalytics, @moz, @adwords
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - strengths
- Traffic is “free”
- Potentially better ROI
- If done officially positions are sustainable
- Building a longterm asset
- Broader reach than PPC potentially
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - weaknesses
- Takes time to build traffic
-Less targeting capabilities compared to PPC
- The rules change - takes time to understand and interpret them
-No one fully understands the rules, not even Google
- Pages are often content heavy
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
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Picking the right Keywords
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right Keywords
- Things to consider:
-What will my target audience be searching for?
-What terms describe my product/service?
-Where do my competitors appear?
- Search volumes?
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right Keywords
- Things to consider:
-Adwords Keyword Planner
- https://adwords.google.ca/KeywordPlanner
-Keyword Spy
- www.keywordspy.co.ukSearch volumes?
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right Keywords
-Consider volume, competition and suggested bid:
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
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Tips for Success
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - Tips for success
- Pick the right terms to target
-DON’T buy links!
-Don’t trust guarantees
- Content is King
- Social is Queen
-Using internal anchor text
- Find a balance
-Use tools to help you 22
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tech tools
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No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result.
moz - http://moz.com
Screaming frog - http://www.screamingfrog.co.uk/seo-spider/
Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner
Social Bro - http://www.socialbro.com
majestic - http://www.majesticseo.com
analytics - http://www.google.com/analytics/
Hootsuite - https://hootsuite.com
Measuring Success
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- What is Google Analytics?
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- How do I get Google Analytics?
- It’s free - you just need a Google account
- Add a simple tag to every page of your website
- Most CMS’s will do this for you
- Accrue some data
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Webmaster Tools
-Another free tool from Google
- Easy to setup
-Gives guidance and performance feedback
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Thanks for listening, any questions?
The next talk will be at 11.00
SEO - Writing basics with Rachel Birchley