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.
Social Search Master Class
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
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 : - )
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 services Over 70% of web traffic comes from search engines People trust organic search results Affects Adwords campaigns cost
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 Don’t understand the fundamentals
SEO “Snake Oil” agencies
First impressions of the SERPS
What influences personalised search?•
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 ..
Personalised meets Social
Google+ “Search your world” Localised search results Personalisation search results Social search results
Search for “Camera”
Showing personal results
Maps & Places
Search & social should never be orphan strategies
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
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
StrategyShort Term: Content StrategyMedium Term: SEO & Social StrategyLong term: Community management