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Content is King incl. Search Engine Optimisation & Google Tools

ByRobert Court, Mogi Marketing

Mogi Marketing - ACCA – January 2013

#ACCAFacebookOr @mogimarketing

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SEO - Fundamentals

With millions of web pages how do you find what you’re looking for?

Mogi Marketing - ACCA – January 2013

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Traditional SEO:• Off page links• On page content• Meta data

Content:• Text• Videos• PDFs• Images

Social Media:• Blogs• Facebook• Twitter• Google +• Social Bookmarking sites

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

36% of internet users perceive a company in the top search engine rankings to be a major brand

Source: iProspect search engine branding survey

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Keywords - How to choose them

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Keywords - How to choose them cont...• What are your aspirations?• The Long-Tail effect and ‘Head’ Terms• Anchor text

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Keywords – An example

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Meta Data

Press ‘Ctrl + U’ on any website to view source code

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Inbound links:• Forums• Guest Blogging• Commenting• Sharing links• Social Media• Shareable content – Create content people want to share

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SEO - Google Places

Mogi Marketing - ACCA – January 2013

If your business is location specific make sure it’s on

the map!

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SEO - Content

Mogi Marketing - ACCA – January 2013

More is better but the right content might be all you need!

• Think about your keywords• Think about the content you already have• Always 250 – 400 words

“Most businesses we talk to have tons to say and loads of ideas but few create the equivalent

amount of digital content to promote them online”

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SEO – Content cont...

Mogi Marketing - ACCA – January 2013

What is your content strategy?• Do you have one?• What is your website for?• Who is your target audience?• What motivates them?• What de-motivates them?• What are your competitors doing?

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SEO – Content cont...

Mogi Marketing - ACCA – January 2013

Blogging• Tumblr• Posterous• Wordpress• Blogger• Wordpad• Drupal

A News page is not a blog!

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SEO – Content cont...

Mogi Marketing - ACCA – January 2013

Blogging cont...•Blog about your experiences

•How to tackle problems•Commenting on News•Good/Bad examples

The SEO rules for blogs are the same as any web page but this is your opportunity to add personality, inflection and character.

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SEO – Content cont...

Mogi Marketing - ACCA – January 2013

Blogging cont...• Invite guest bloggers• Use media, pictures and PDFs• Break up the text to make it easy to read• Use H1, H2 titles etc• Add ‘Alt’ descriptions to your images

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SEO – Content cont...

Mogi Marketing - ACCA – January 2013

Blogging – an examplehttp://www.cognation.co.uk/dear-santa-for-

christmas-this-year-i-would-like-the-best-mountain-biking-gifts-2012

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SEO – Social Media

Mogi Marketing - ACCA – January 2013

“Think of Social media as a digital extension to your own face-to-face networking”

“Social media is a complete revolution in the way we market businesses as everyone has a voice

and it’s as much about listening as talking”

“Social is now influencing SEO more than ever”

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SEO – Monitoring

Mogi Marketing - ACCA – January 2013

Use Google Analytics – it’s FREE!

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SEO - Fundamentals

Mogi Marketing - ACCA – January 2013

Traditional SEO:• Off page links• On page content• Meta data

Content:• Text• Videos• PDFs• Images

Social Media:• Blogs• Facebook• Twitter• Google +• Social Bookmarking sites