Cara from Reload Digital was kind enough to attend our BookingLive event in September where she spoke all about the world of SEO and how it can help your business.

1. How SEO Can Grow Your Business
Cara Whitehouse – Reload Digital

2. Clients

3. Search Engine Facts & Figures
• UK Search Market:
90
80
70
60
50
40
30
20
10
0
90%
90%
5%
5%
5% 5%
Google Bing yahoo/Others

4. Search Engine Facts & Figures
• 1.6+ billion visits a month to Google UK
• Worldwide, Google answers 100 billion
searches a month
• 86% of people use Search Engines in the purchasing
process and c.92% people don’t go past page 1

6. Google Results
‘Pay Per Click’ Ads
‘Organic’
Listings
‘Local’
Listings

7. What is SEO
• Process of modifying a website to
improve its (organic) visibility for generic
search terms.
• Improve rankings?
• Improve traffic?
• Improve quantity and quality of traffic that
might otherwise not have found your site

8. Search Engine Optimisation
• Process of improving rankings and visibility in the search engines
through…
• Relevance to Search Query
• Site Authority
• Technical ‘SEO-Friendliness’
• Valuable Content & User Experience
• 2 Sides to SEO; On-site and Off-site…

9. Search Engine Optimisation – On Site
• Content
• Meta Data & URL Optimisation (Unique page titles and descriptions)
• Headers
• Navigation Structure & Internal Links
• Schema Mark-up (Reviews, Videos)
• Fresh Content - Blogs
• Technical (Trust is important to Google)
• Error Removal (broken links, malware, syntax/coding errors)
• XML Sitemap
• Server Reliability & Load Speed

10. Search Engine Optimisation – Where to Start
• Keyword Research
• https://adwords.google.com/KeywordPlanner
• Google Trends
• www.google.com/trends
• Competitor Analysis
• www.opensiteexplorer.org
• Industry Research

11. xGoogle - Keyword Planner
• https://adwords.google.com/KeywordPlanner

12. Search Engine Optimisation
• Meta Data - Good example…
Keyword Prioritisation
Appealing, informative description with keywords and
call-to-action. Less than 160 characters
Less than 60 characters
Neat, readable URL with
keywords

13. Search Engine Optimisation
• Bad Example…
Keyword Stuffing
Keyword stuffed, nonsensical,
grammatically poor description
More than 60 characters
URL is unappealing

14. Content Creation
• Use terms that people are searching for
• Most popular
• Most appropriate ‘intent’
• Think beyond text:
• Provide searchable descriptions – eg on YouTube, images etc

15. Search Engine Optimisation – Video & Images
• ‘Rich snippets’
• Higher click-through-rates
• Schema mark-up
• Optimise your videos / YouTube
• Video site map
• Reviews

16. Search Engine Optimisation – Local
• Claim your Google+ Local page
• Use Keywords in your content
• Use appealing imagery
• Give full contact details
• Encourage reviews

17. Search Engine Optimisation – Off Site
• Link Building – Quality, Not Quantity
• Social Mentions/Citations
• Build a dedicated following of brand advocates
• Share Content, spreading awareness of your brand
• Citations & social mentions
• Google Products (Local, YouTube, Images, Google+)
• Content Marketing

18. xxxxxxxx - Google Analytics

19. Search Engine Optimisation – Common Mistakes
• Poor keyword selection
• Too little / Duplicate content
• Over-optimisation
• Poor user experience
• Slow site
• Aggressive/cynical link building Think marketing, not SEO!

20. Google+

21. SEO Benefits = More Traffic
• Posts are web pages
• Real estate
• Instant indexing
• Build authority to your site
& impact traffic
• Social proof
• Link profile

22. PPC vs SEO
Factor PPC SEO
Speed to 1st Page Immediate Potentially Lengthy
Compete-ability Do-able Tougher
Cost Pay Per Click ‘Free’ Clicks
Longevity of Results No Yes
Best in collaboration!

23. • Any Questions?

24. The Contact
Cara Whitehouse
Head of UK/Europe
t: 020 7734 8273
m: 07980 506952
e: cara@reloaddigital.co.uk
w: reloaddigital.co.uk

25. Thank You!