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How is SEO & Social Media Changing The Way We Do Business? Rebecca Appleton, Operations Director www.TopPosition.co.uk
| Date post: | 01-Nov-2014 |
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Technology |
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How is SEO & Social Media Changing The
Way We Do Business?
Rebecca Appleton, Operations Director
www.TopPosition.co.uk
[email protected] | www.TopPosition.co.uk | 0800 094 9001
Fact: Social Media & SEO Is Slowly Changing The Way We Do Business Online
•Background: Turbulent times and the economic impetuous
•Does SEO and social media activity create a tangible difference?
•Is it possible to define ROI metrics before embarking on this kind of marketing and branding activity?
•Can this activity be sustained?
[email protected] | www.TopPosition.co.uk | 0800 094 [email protected] | www.TopPosition.co.uk | 0800 094 [email protected] | www.TopPosition.co.uk | 0800 094 9001
[email protected] | www.TopPosition.co.uk | 0800 094 9001
A New Business Landscape: Challenges & Opportunities Challenges
Global branding spend = $1.4 trillion in 2007 1 in 5 of the UK’s top brands has poor or no visibility on Google search results pages.
Almost 50% of the UK’s top brands are operating with web sites that have poorly optimised copy, little or no organic presence, no social media convergence and ‘poor’ or no SEO rank. Few sites are found for generic keywords relating to their brand or product. (Study: Gareth Jones, Revolution, August 2008)
Financial constrains are changing consumer consumption patterns
Opportunities Smaller companies have successfully used SEO and social media as a means of competing with the glossy offline campaigns favoured by big brands.
87% of respondents to Forrester Research’s annual questionnaire stated they intended to spend ‘significantly’ more online over the next 12 months.
[email protected] | www.TopPosition.co.uk | 0800 094 9001
Does Social Media & SEO Activity Actually Add Value To Our Brands?
A Microsoft digital advertising solutions study found high levels of consumer engagement:
•73% of UK social networkers have visited the personal space of a brand
•16% have had a dialogue or sent a message to a brand
•70% are prepared to include sponsored content on their personal page, whilst 10% have already branded their space
•68% will visit a website related to what they have seen or read on a friend’s site
[email protected] | www.TopPosition.co.uk | 0800 094 9001
[email protected] | www.TopPosition.co.uk | 0800 094 9001
[email protected] | www.TopPosition.co.uk | 0800 094 9001
Is It Possible To Define ROI Metrics Before Embarking On This Kind Of Activity?
Inputs
Current Site BehaviourTotal Average Monthly VisitsAverage Monthly Success EventsAverage Value Of Success Event
The ClickZ / ZAAZ Optimisation Calculator Approach
Outputs
Site TrafficSite ConversionEstimated CostEstimated Impact / ROI
[email protected] | www.TopPosition.co.uk | 0800 094 9001
