An introduction to the essentials of Search Engine Marketing, covering: What is SEO Where best to start with you SEO Picking the right keywords Tips for success online Measuring success

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ClientsSleeping Giant Media

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Search Engine
Optimisation
-Where to start
-Picking the right Keywords
-Tips for success
-Measuring success
- @LukeQuilter
- @SleepingGiantM

7. Where to start?

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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

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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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On page
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meta data, content

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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

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Link principle
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Your
site
Site A
Site C
Site B

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Social Principle
- Social Signals!
- Engagement & Sentiment from
the user
- Engagement is key
- Not just likes and followers
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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 withYouTube
@ppchero, @sejournal,
@marketingland
New To Search
What is PPC? What is Search
Marketing and how to use it?
@googleanalytics, @moz,
@adwords

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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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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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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

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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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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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Picking the right Keywords
-Consider volume, competition and suggested
bid:
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Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
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Tips for Success

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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
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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

24. Measuring Success

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Google Analytics
- What is Google Analytics?
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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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Google Webmaster Tools
-Another free tool
from Google
-Easy to setup
-Gives guidance
and performance
feedback
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28. Thanks for listening, any questions?

29. The next talk will be at 11.00
SEO - Writing basics with Rachel Birchley