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The masterclass

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Transcript

  • 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. Social Search Master Class
  • 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. 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. History of Search Engine Optimisation
  • 6. Why should you invest?
  • 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. Access Everywhere Desktops Laptops Tablets Mobile Phones
  • 9. 5 Reasons you shouldn’t do SEO
  • 10. Reasons you shouldnt do SEO Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals
  • 11. SEO “Snake Oil” agencies
  • 12. First impressions of the SERPS
  • 13. Personalisation
  • 14. What influences personalised search?•
  • 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. Personalised meets Social
  • 17. Google+ “Search your world” Localised search results Personalisation search results Social search results
  • 18. Search for “Camera”
  • 19. Showing personal results
  • 20. YouTube
  • 21. Google Images
  • 22. Maps & Places
  • 23. Advertising
  • 24. Search & social should never be orphan strategies
  • 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. 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. StrategyShort Term: Content StrategyMedium Term: SEO & Social StrategyLong term: Community management
  • 28. Questions ?