Search Engine OptimisationSEO not only holds the key to the amount ofpeople who interact with your brand, it is alsothe ke...
Social Search Master Class
What will we cover today?   What is search engine optimisation (SEO)?   Why should you invest in SEO?   Reasons why you...
What is search engine optimisation?SEO is the activity of improving internal and external website aspects in orderto gener...
History of Search Engine Optimisation
Why should you invest?
Why should you invest in SEO? People dont remember URL’s People use search engines to find/ research  products and servi...
Access Everywhere   Desktops   Laptops   Tablets   Mobile Phones
5 Reasons you shouldn’t do SEO
Reasons you shouldnt do SEO   Long-term commitment   Resources   Not prepared to change   Poor infrastructure or UX  ...
SEO “Snake Oil” agencies
First impressions of the SERPS
Personalisation
What influences personalised search?•
Over 57 signals   Your location   Your search history & click- through rate   What kind device you are on   What kind ...
Personalised meets Social
Google+ “Search your world” Localised search results Personalisation search results Social search results
Search for “Camera”
Showing personal results
YouTube
Google Images
Maps & Places
Advertising
Search & social should never be       orphan strategies
What can you do to influence search                 results?   Optimise website and social media assets   Create unique ...
Wait, what about SEO?   PageRank            Meta keywords/ desc.   Anchor copy         Body copy   Inbound Links    ...
StrategyShort Term:      Content StrategyMedium Term:     SEO & Social StrategyLong term:       Community management
Questions ?
The masterclass
The masterclass
The masterclass
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The masterclass

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The masterclass

  1. 1. Search Engine OptimisationSEO not only holds the key to the amount ofpeople who interact with your brand, it is alsothe key to your reputation.Knowing this, you have a deeper understandingof the digital platform.
  2. 2. Social Search Master Class
  3. 3. What will we cover today? What is search engine optimisation (SEO)? Why should you invest in SEO? Reasons why you shouldn’t invest in SEO Understanding the SERPs Personalised and social search What can you do to influence search results? Creating a search strategy
  4. 4. What is search engine optimisation?SEO is the activity of improving internal and external website aspects in orderto generate traffic by connecting searchers with relevant and valuable pages.SEO is a multi-disciplinary activity that requires skills in: Marketing Technical Copy writing Analytical and analysis Patience : - )
  5. 5. History of Search Engine Optimisation
  6. 6. Why should you invest?
  7. 7. Why should you invest in SEO? People dont remember URL’s People use search engines to find/ research products and services Over 70% of web traffic comes from search engines People trust organic search results Affects Adwords campaigns cost
  8. 8. Access Everywhere Desktops Laptops Tablets Mobile Phones
  9. 9. 5 Reasons you shouldn’t do SEO
  10. 10. Reasons you shouldnt do SEO Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals
  11. 11. SEO “Snake Oil” agencies
  12. 12. First impressions of the SERPS
  13. 13. Personalisation
  14. 14. What influences personalised search?•
  15. 15. Over 57 signals Your location Your search history & click- through rate What kind device you are on What kind of browser you are using Your connection speed Etc ..
  16. 16. Personalised meets Social
  17. 17. Google+ “Search your world” Localised search results Personalisation search results Social search results
  18. 18. Search for “Camera”
  19. 19. Showing personal results
  20. 20. YouTube
  21. 21. Google Images
  22. 22. Maps & Places
  23. 23. Advertising
  24. 24. Search & social should never be orphan strategies
  25. 25. What can you do to influence search results? Optimise website and social media assets Create unique and valuable content regularly Integrate your SEO + social media activity Build a community around your brand Encourage customers review, Share, Like, +1 Enhance your websites UX & Code Create a dedicated mobile website
  26. 26. Wait, what about SEO? PageRank  Meta keywords/ desc. Anchor copy  Body copy Inbound Links  Internal link copy Urls  Image alt tags Page titles  Asset properties Headings  Copy (promotion, Sitemaps proximity, copy) Accessibility
  27. 27. StrategyShort Term: Content StrategyMedium Term: SEO & Social StrategyLong term: Community management
  28. 28. Questions ?

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