Intergrating Search, Content and Social Media Marketing for B2B Businesses - B2B Marketing Expo

@annstanley ann@anicca.co.uk
An integrated approach
to SEO, content, PR
and social
By Ann Stanley (Managing Director)
@AniccaDigital

About Anicca Digital Ltd
• Originally company formed in 2007, now with team of 20 in Leicester
• Offering 4 main services (POET):
• Paid Media - including paid search and paid social
• Owned and Earned Media - including content marketing, social and PR
• Technical - including technical SEO, Analytics, consultancy in web, conversion rate optimisation and ecommerce
support
• Training - marketing training for business professionals
• Google accreditations - 8 staff are AdWords and 12 staff are Analytics accredited
• Amongst the top 15 independent AdWords Google Partners in the country
• We offer training and consultancy as well as project implementation
• We recently formed the Leicester Digital meetup group and are the organisers of a new annual
E-Commercial conference (to be held at the Leicester Marriott on 31st October)

Examples of the brands we work with

A bit about me!

Contents
• Understanding how your brand can be found online
• Understanding the Google search results
• How do search engines work
• On-page optimisation (SEO)
• Creating supporting content
• The SEO process
• Why an integrated approach?

Understanding how your
brand can be found online

Overview of marketing channels
Search
marketing
(PPC, SEO,
Merchant Centre)
Traffic to your site
from other sources
(email, affiliates, display ads, social,
mobile ads, PR, 3rd party sites, shopping
comparison, voucher sites)
Shopping platforms
and market places
(Amazon, eBay etc.)
Other
off-site sales/leads
(Social commerce, Mobile Apps,
daily deals sites)
Conversion optimisation
On-site Sales/Conversions
Off-site Sales/Conversions

Your brands website, social profile, app or shopping content
Shopping /
Marketplaces
Search Social
Other websites,
media or apps
Paid Owned Earned
Technical Content
Web/technical SEO Analytics / CRO Text
Social
Content
Media
Shop Search Social Display Search Social Social PR
Content
Pieces
POTENTIAL CUSTOMERS

On-site Sales/Conversions
POEM – Paid Owned Earned Media

2015 vs 2014 UK digital advertising spend
2014 2015

BACRA – both sides of the conversion!
Conversion
Acquisition
Brand Awareness
Retention
Advocacy
The Conversion
(Sale or lead)
Traditionally
digital
agencies focus
on acquisition
Anicca uses different
digital marketing
channels at each stage of
the customer journey
BACRAACQUISITION

Understanding the
Google search results

Searching to buy a ‘sofa’*
Pay per
click ads
(via
AdWords)
Pay per
click text
ads (via
AdWords)
Organic or
natural
search
results
Shopping
Ads (paid
ads via
AdWords)
*sofa chosen to illustrate different types of results
Google new
Local
listings
“Stack”

No more right hand ads or map
“The fold”

B2B examples

How do the
search engines work?

• A search engine is essentially a very large database containing a record of individual web
pages
• The mechanics of a search engine can be thought of in terms of these three aspects:
A Spider or Robot
An automated browser, it
searches the web for new
websites and changes to
websites then views the web
pages and strips out the text
content
A Storage System
or Database
A record of all the pages
viewed by the Spider
A Matching Process or
Relevancy Algorithm
The rules that tell the search
engine how to determine what
would be relevant to your
search
How Search Engines Work

Key aspects of an SEO project
There are over 200
factors used in the
algorithms of the major
search engines!
On-page SEO is the area
you can influence the
most as you have the
most control of this!

Technical SEO

Off-Site SEO (website authority)
http://www.attorneysync.com/wp-content/uploads/2013/02/off-
page-seo.png

Majestic – Trust Flow

Ahrefs.com

On-page optimisation

On-page factors
http://www.websitemonster.net/wp-
content/uploads/2014/09/on_page_optimization.jpg

What is on-page optimisation?
• In basic terms, on-page optimisation is the aspect of SEO that
involves everything you can do on your own page (URL) to
improve ranking positions.
• This mostly involves the content on the page, but can extend
into technical areas.
• Despite the continued advancements of search engine
technology, search engines still require a ‘helping hand’
regarding what keyphrases a webpage is ‘relevant’ for

Review all your pages, titles and descriptions
(Site:sofa.com vs. adacore.com)

Live example – ‘corner sofas’
Title Tag
H1
Main Page
Content
H2
H2

Anatomy of an ‘optimised’ page
• On-Page keyphrase use is not nearly as
effective as it used to be
• Google is less reliant on single
keyphrases to understand context of a
page
• Increasing use of Latent Semantic
Indexing – looking for greater connection
between page title and page content
rather than exact matching of keyphrases
• Recent updates to the way Google work
include Rank Brain or machine learning
and the importance of EAT Expertise,
Authority and Trustworthiness

Creating supporting
Content

Content – What have you got to talk
about or offer?
• Depends on your objectives?
• Latest news (company or sector)
• Latest products
• Events
• Useful information, whitepapers, tips and hints, “how to” guides,
opinions
• Case-studies
• Others?

Format – this will influence
where you can use the content
• Written content
• Start with your blog - don’t forget to include keyphrases for search
engine optimisation (SEO)
• Broadcast this via Twitter, RSS Feeds, newsletters; with links back to
original content
• “Rewrite and recycle” for user generated sites e.g. online PR, guest
blogging (be aware of Google rules on spammy links to avoid Penguin
penalties)
• Presentation and informative material such as PowerPoint, pdfs,
videos, infographics, podcasts

What is long-tail keyphrases?

Content Idea Generation Tools
• When trying to identify or come up with supporting content ideas there
are a number of tools and tricks that can help offer inspiration;
• Ubersuggest
• Huballin
• Answer The Public
• Content Idea Generator
• Keyword Tool
• Google Analytics ‘Site Search’ report
• Google AdWords ‘Keyword Planner’ tool
• Google AdWords ‘See Search Terms’ report
• Ask your support team to record the questions they are asked
• What are your competitors doing and The Skyscraper Technique… how to use
content to attract links!

Entertain
Inform
Challenge
Solve Problems
Inspire
Educate
Tactic: Content Approach to Social Media
In order for content to work on so
cial, it needs to meet one of
these needs:

Different content formats
https://www.distilled.net/uploads/the-content-matrix.png

The SEO process

Checklist for optimising your website
Research and Planning
• Carryout keyphrase research
• Prioritise your keyphrase by high search volume and low competition (use pay per click data if you have it?)
• Produce a topic and a page plan (i.e. which pages are to be optimised with which phrases/topics)
Optimise on-site content
• Write new optimised content for existing pages (URL, title, description, headers, keyphrase density, anchor text, image
optimisation)
• Repeat for new pages
• Upload your content through your CMS and add new internal links to these pages e.g. through a site map
• Add new optimised supporting content every week via a blog and ensure that it is good enough to deserve links and social
shares
Off-site content and links
• Consider creating content and getting it added onto other sites, or get bloggers and influencers to do this for you – with a link
back to you
• Create press releases (PR) and distribute to the media – with an aim that they will publish your content ad link back to your site
Track and measure
• Review results using Search Console (previously Webmaster Tools), Analytics and a ranking tool (such as SEOmonitor)

Why an integrated approach?

Content
SEO
PRSocial
• External links
• Traffic
• Domain authority
• Search rankings
• Trust/ credibility
• SEO’d press releases
• Drives media through Go
ogle search
• Blog – works both ways
• Drives traffic
• Trust/ credibility
• Touch point in sales
funnel
• Customer reviews
• Customer interaction
• Promote Content to gain me
dia coverage
• Post media coverage
• Engage with media via
Twitter
An integrated strategy

Integrated strategy to SEO, blogging, social
marketing and link building
Every week*
Blog article 1
PR
Opportunity
Social Sharing
Blog Article 2
PR Social
More if possible
PR Social

Our strategy for integrating PR, social
and SEO (for our own and clients sites)
• Websites should be built to have an integrated blog and social media icons or they should be add
retrospectively to existing sites
• We try and blog at least once a week
• Optimise the blog to maximise SEO benefits (especially title, perma-link (URL) and use SEO plug-ins for sitemap,
titles and descriptions)
• Allow comments (screened and approved)
• Everyone in the team is encouraged to contribute to our own blog
• Our own content is focussed on
• Innovation or what’s new in search and online marketing
• Areas where we are technical experts
• Case studies (including new websites)
• Events or speaking slots
• We then re-tweet, use share/like using Facebook, LinkedIn and Google+
• We create Press releases and submit to media sites
• We also use Tweetdeck or Hootsuite to track areas of interest

Blog with integrated Twitter, Facebook Likes, LinkedIn
and Google+1

Blogs and social media
• Online media such as blogs and social media has affected media
relations and they need to be treated differently
• More like a conversation – you need to read Tweets and blogs to find
out what they are talking about/ interested in
• Join in with NON-COMMERCIAL conversation to start with then drop
your story / product in after you have established a rapport
• Find hard-to-reach journalists for national newspapers/ magazines
on Twitter
• #journalistalert is a good one to set on your Twitter or join the closed
group on Facebook

Bloggers, influencer marketing and
outreach
• Influencer Marketing: finding people who are influential in your
sector. They could be:
• Sector spokespeople
• Trade media
• Bloggers
• How do you work with them?
• Try to connect with them through social media, events etc
• Converse with them, then try to get your message across
• Use your own blog content to demonstrate your expertise

How does PR support SEO?
• PR supports SEO through:
• Generating external links
• Increasing domain authority
• Bolstering search rankings
• Increasing trust through 3rd party reviews
• Amplifies existing Content ie blogs
• SEO’d material, posted online

Google ‘ no follow link’ guidelines
• Google has recently implemented guidelines for
bloggers who review products/ services for
money or in return for FOC products
• Bloggers/ publishers are now obliged to declare
any paid-for work as such as the link back to the
brand website needs to be a ‘no follow’ link
• This means that you don’t get the SEO domain
amplification from the author site however you
still get traffic from the link and the awareness
generated by the review

How does PR support Social?
• PR can support social by:
• Promote Content to gain media
coverage
• Post media coverage
• Influencer marketing
• Engage with media via Twitter

Want to learn more
Visit our stand 140

Staying up to date
• Use RRS readers and subscribe to blogs or
follow organisations and key figures on
social channels such as twitter.
• This way you get news of updates as they
break
• Subscribe to newsletters from prominent
publishers in the digital sector so news is
delivered into your inbox on a regular basis

Training courses and boot camps
• Open boot camps
• 1-5 day practical boot camp in Leicester
• Social Media – starts September 5th
• SEO – starts July 4th & October 3rd
• PPC starts June 6th & August 1st
• Prices
• 1 day = £300 incl. VAT (any day)
2 days = £550 incl. VAT
5 days = £1,000 incl. VAT (Monday – Friday)
• In house training for up to 15 staff at your premises or at our offices in
Leicester
• 1 day tailored training £975 +VAT
• Plus travel time and expenses for locations outside of Leicestershire – price on
application

Thank You!

Intergrating Search, Content and Social Media Marketing for B2B Businesses - B2B Marketing Expo

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