Decoding Digital Week 4: Online Awareness & Evaluation

Decoding Digital
Week Four: Online Awareness and Evaluation
1www.symphony3.com

How to engage with us by webinar
• Chat box
– How to communicate with the chat box
• Polls
– How to participate with polls
• Twitter
– We will be answering questions during the session on Twitter. Contact us directly at
@Symphony3Think and/or use the hashtag #DigitalVic
www.symphony3.com 2

Where to contact us - #DigitalVic
• We will be answering questions every Friday via YouTube/Twitter/Google
Hangouts
• Tweet us directly @Symphony3Think or use #DigitalVic in your tweet (not case
sensitive!)
• Post questions on Facebook:
– Business Victoria page
– Symphony3 Page
• Connect with us on LinkedIn:
– Fergal Coleman - http://www.linkedin.com/in/fergalcoleman
– Sohal Khatwani - http://www.linkedin.com/in/sohalkhatwani
www.symphony3.com 3

Webinar schedule
Week One: Digital Leadership (May 7)
Week Two: Building the right digital foundations (May 14)
Week Three: Understanding your customer (May 21)
Week Four: How to generate brand awareness and position your products and services
(May 28)
Week Five: Ecommerce – making it easy for your customers to buy online (June 4)
Week Six: How to support your customers online (June 11)
Week Seven: How to engage your customers and create loyal advocates (June 18)
Week Eight: Tying it all together – Developing your digital strategy(June 25)
www.symphony3.com 4

Today’s Session: Online awareness &
evaluation
1. How do customers become aware
2. What is SEO and why is it important
3. Generating awareness: How to
generate traffic and sales to your
website
4. Top 3 things to do to improve your
SEO
5. Improving evaluation through
content
6. Takeaways
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Remember our customers
www.symphony3.com 6

How do customers become aware?
Customers may find out about your brand, product or service by any number of
ways:
• Search engines (a Google search for pages, images, videos, maps etc.)
• Social media (posts, ads, shares, likes, comments, tweets etc.)
• Advertising (search, display, video, social etc.)
• Email campaigns
• Online classifieds & listings (Yellow Pages, White Pages, True Local etc)
• Word of Mouth
• Print
www.symphony3.com 7
} Even these are heavily
related to online!

What is SEO?
• SEO = Search Engine Optimisation
• SEO is the process of improving a websites’ or web pages’ visibility on search
engines like Google.
• Ranking higher in organic (or “natural”) search results makes your website more
visible to potential customers and searchers looking for your products, brand or
service.
www.symphony3.com 8

How Google Works
9
1. Google’s spider navigates the world wide
web by crawling and indexing pages.
– This means Google follows links from page to
page and stores it in their bank of websites in
folders based on different factors.
2. Google writes algorithms to understand
what information you are looking for.
Google shows you results from its bank.
Results are ranked using 200 factors.
3. Google removes spam from its bank and
keeps only the best results to show you.
– More info here -
http://www.google.com.au/insidesearch/howse
archworks/thestory/index.html
Source: Google

Natural (Organic) vs. Paid Search
95
Australia Search Engine Market Share – April 2014
Google
Yahoo
Bing
Others
Source: Clicky.com
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PAID (ADWORDS)
PAID (ADWORDS)
ORGANIC (FREE)
80 – 90 % Clicks
10 - 20% Clicks

Why we talk about Google
Australia Search Engine Market Share – April 2014
Google
Yahoo
Bing
Others
Source: Clicky.com

• Higher natural rankings builds trust among searchers.
• 80% of websites are found through search engines (Source: Forrester
Research).
• Research suggests that if you’re not in the top 10 for your search terms your
website is almost non-existent on the internet.
• Users often perceive higher ranking sites to be of a higher quality and convert
sales/enquiries more often.
• SEO is about building brands that can be considered as an authority on their
niche.
• SEO helps brands last in the customer’s mind.
Why Search Engine Optimisation (SEO)?
12

Positioning is important!!
Above the red fold – 100 % viewed.
Drops to 50% - 20% below the fold.
Positioning is important!!
Appear on Page 1 – More traffic = More
leads!
Appear on Page 2 – Less traffic = Less or
no leads!
Why high ranking matters
13

SEO Factors
There are a number of factors that affect your rankings on search Engines like
Google. However, these can be classified into three broad areas:
1. Content Layout & Optimisation
2. Crawlability (Can Google’s spider access my website?)
3. Backlinks (Social Media Shares, Links from high quality sites etc.)

SEO process: Content
Page content tips
• Include keywords
• Include meta tags
• Have a clear page heading
• Add clear sub-headings
• Break up content in bullet
points or numbers
• Use images
• Use video
• Make it shareable (share
icons)
• Answer the questions that
matter to your customers!

Creating the right type of content is important for SEO performance
1. Use Google’s keyword planner tool to get ideas for keywords phrases to target.
Remember – you need to have an account with Google. -
https://adwords.google.com/KeywordPlanner
More information - https://support.google.com/adwords/answer/2999770?hl=en-AU
Don’t forget to
choose “show only
closely related
ideas”.

2. Include Meta tags on all pages of your website. There are major meta tags on a
page:
– Title tags
– Description tags
– Social meta tags
– Alt tags (if your adding images to your page add alt tags).
• They are important because it is the first things users see. They also help Google understand
what the page is about.
Title Tag
Description Tag

Social Meta Tags
• Appearances are
important on social
media
• Text, images and
headings can often
be edited
• Take the time to
make them look the
part!

3. Ensure you focus on a topic and the quality of the content. While keywords are still important,
use a set of keyword variations as opposed to just 1 or 2. Choose a topic that showcases your
expertise and ensure your website’s product, service or blog page caters to that.
• Why does the Apple fruit not show up when I search for “Apple” on Google? or Why does the skin care brand
Dove show up when I search for Dove.

4. Focus on usability / responsiveness of your website.
– Having a responsive website should not be optional. Think about your personas’. E.g.
restaurant customers look for information when they out and about. Plus, Google
recommends responsive websites!
– When a user visits your site from a mobile or tablet and immediately return to search engine
results pages, Google thinks that your site might not be the best choice for that keyword or
phrase.
– A responsive websites makes it easier for users to find, understand and share your content.

5. Use Google to showcase your business to local users. (local search is very good
for business!)
– Google Places - http://www.google.com.au/business/placesforbusiness/index.html

6. Use Google Authorship to capture your niche online and build your expertise.
– Add Google Authorship or Publishership to your content -
https://support.google.com/webmasters/answer/1408986
Which listings
stand out?

• Nifty Lift is an elevating work
platforms manufacturer based in
Victoria.
• Their website is usually found for
non-brand terms like “ewp
manufacturers” or “elevating work
platforms manufacturers”.
• This builds trust and credibility
among potential prospects who are
considering to work with them.
Case Study: Getting found for non-brand keywords
BUILDS CREDIBILITY!

Case study: eBay – Affected by Google’s update
• Google’s latest update has left eBay with a major loss in rankings and search
traffic.
• Why? eBay created too many pages with limited content which not considered
high quality by Google.
Source: Larry Kim, CEO, Wordstream - http://www.businessinsider.com.au/google-search-algorithm-update-panda-40-hurts-
ebay-2014-5

Top 3 things you can do to improve your SEO
1. Create a Google Authorship account and tie it to your website content
2. If you have a business location register for Google Places
3. Start regularly planning content on topics / themes related to your expertise

SEO process: Crawlability
Below are some key steps to ensure your website is search engine friendly and
you have the best chances of being found on Google
1. Add Google Webmasters tools to see how your website appears to Google. It
should take no more than 5 minutes and can show you if your site is accessible
to Google or not!
More information here - https://support.google.com/webmasters/answer/34592?hl=en

2. Make sure your website has a clean URL structure. Most new websites have this
enabled by default. However, if your on an old website consider upgrading or
ask your developer to clear up the URL Structure.
SOURCE: ENVATO STUDIO

3. Create an XML sitemap for your website and submit it to Google.
– A sitemap is a directory of the pages on your website.
– This allows Google to go through your whole site and not miss out on any pages.
– Visit http://www.xml-sitemaps.com/

The best practice SEO process: Crawlability
4. Submit your site to Google to ensure that all your website pages are found. Re-
submit your site here - https://www.google.com/webmasters/tools/submit-url
– Note: Only submit your site when there are major changes to the site and you want Google
to know about it fast. Adding a new web page, updating content is not considered as major
updates. If your website is already on Google then you do not need to do this – just add
webmaster tools.

Case Study – Fine details matter!
• A business had one line of incorrect code
• This line of code blocked Google’s access to the site.
• The business could not be found for 6 months
• Result = LOSING BUSINESS
• They removed the code and now their site is successfully being found on Google
and generating enquiries.

• Backlinks are hyperlinks created on
another site or social media that
links back to a page on your
website.
• Google’s algorithm will find your
website page more important if a
number of high quality websites are
referencing (or linking back to) your
website.
• For example, if you got a link from
Sydney Morning Herald or an article
in The Age linking back to you site
talking about your services.
SEO Process: Backlinks

Example: Infographic backlinks

How: Open Site Explorer
Visit http://www.opensiteexplorer.org/

Backlinks Dos and Don’ts
DO
• Have a plan from where you
can link back. For example,
upcoming conferences,
industry associations.
• Add links back to your
website on social media
posts
• Optimise your hyperlink text
& avoid click here and read
more
• Create content that is
people want to share or link
to e.g. infographics
• Include keywords in your
links and URLs.
DON’T
• Buy links
• Link from your website back
to your website – Yes.
People do this!
• Participate in link schemes
(I will link to you if you link
to me).
• Avoid outsourcing backlinks
– focus on creating quality
content.

Forms of online advertising
• AdWords: Display your website first for certain Google search terms
• Display Ads: Display in the side bar of search engines and websites
• Facebook: Promoted Posts, Display Ads, Sponsored Pages, Sponsored Stories
etc
• Twitter: Promoted tweets, promoted accounts
• YouTube: Promoted video, in-video advertising
• Paid Classifieds: e.g. Trading Post, Yellow Pages, Product-specific classifieds
• Detailed List: http://www.wordstream.com/online-ads
Which kind of advertising is right for your business?

How much?
• Online advertising is relatively cost effective (and measurable). You can decide
the budget you want to spend, the time it is shown and even the city / suburb you
are targeting.
– Cost Per Click (CPC): You only pay when a viewer actually clicks the advertisement
– Cost Per Impression (CPI): You pay every time the ad appears on a user’s screen
• If you are on a budget and want to limit expenditure – start with CPC.
• Advertising can be targeted to your specific customer personas (or the keywords
used by those personas)
• Targeted advertising creates more sales leads than untargeted advertising

Content
• Once our customers have become aware of our brand, they need to evaluate our
offering
• For customers to evaluate your offering, you need to have good content
• Remember: Content is also very important for SEO
• Help customers compare your products and reduce perceived risks
What is content?
• Website content
• Social media posts
• Blogs
• Text
• Images
• Videos
• Articles
• Downloads
All of these content
types can be optimised
and found by search
engines!

The Content Sweet Spot
• Every time you post ask yourself:
– Is this easy to consume?
– Does it solve a problem for the consumer?
(Scratch an itch)
– Does it reinforce and support your
expertise?
Source: Vantage Marketing & Strategy

The top 5 question test
One way to start with your content is to ask yourself:
What are the top 5 things my customers want to know?
i.e. What are the top 5 things I’m asked by customers?
TELL THEM
• There are no secrets on the internet – if you don’t tell them, someone else will.
• Good content builds credibility and trust with the customer and helps you get
found when they are searching for a solution.
• Providing useful and relevant information to your customer will help:
– Reduce perceived risks
– Build trust
– Bring more traffic and enquiries from your website

Are you answering their question right away?

• We combine our blogs with
simple videos to increase
audience engagement
• Including video and image in
your website content helps
your SEO efforts. Don’t forget
to add Alt tags to describe
your images so they are
found on Google.
Showcase your expertise via blog posts

Content Dos and Don’ts
DO
• Have a plan
• Post regularly
• Be helpful
• Be relevant
• Be yourself
• Use images
• Use video
• Include keywords
• Answer the questions that
matter to your customers!
• Post in the right format
• Hit the sweet spot
DON’T
• Only talk about yourself
• Spam
• Criticise your competitors
• Be rude or vulgar
• Use poor grammar and
English
• Write a novel!

The Content Plan

• Ted’s Camera store have a ‘Teducation’ centre that helps customers compare
and choose products
Example: Showcased expertise via YouTube videos

Example: Create enjoyable content on social media

• Our aim is to build a niche in social media for local government .
• We created an infographic for this niche and have since seen benefits via search
engines.
Example: Building a niche via search engines
FOUND ON IMAGE
SEARCH

Business Victoria Resources
How to improve your SEO ranking:
http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-
technology/web-analytics-tools-and-tactics/improving-your-seo-ranking
How to create a blog
http://www.business.vic.gov.au/marketing-sales-and-online/online-business-and-
technology/how-to-build-a-website/setting-up-a-blog

Takeaways
1. Google’s SEO best practice guide -
http://static.googleusercontent.com/media/www.google.com/en//webmasters/doc
s/search-engine-optimization-starter-guide.pdf
2. Content Best Practice Guide – On Business Victoria’s website
3. Content Planning Template – On Business Victoria’s website
http://www.business.vic.gov.au/events-workshops-and-mentoring/decoding-digital-
how-to-become-a-digital-leader/decoding-digital-week-four

Have your say
Tweet your questions with the hashtag: #DigitalVic
Tweet us at @Symphony3Think
Contact us at: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us at: decodingdigital@symphony3.com

Weekly Q&A
Every Friday 12:30 – 1pm
YouTube? Google Hangout Q&A session
Send us your questions before Friday to have them answered!
Tweet your questions with the hashtag: #DigitalVic
Tweet us: @Symphony3Think
Facebook us: https://www.facebook.com/Symphony3
Snapchat us at: Symphony3Think
Email us : decodingdigital@symphony3.com

Next Week: How to get customers to buy online
Same time next week!
Wednesday June 4 : 12:30-1:30pm

Decoding Digital Week 4: Online Awareness & Evaluation

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Decoding Digital Week 4: Online Awareness & Evaluation