The masterclass
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The masterclass

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The masterclass The masterclass Presentation Transcript

  • 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
  • Personalisation
  • 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
  • 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 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
  • StrategyShort Term: Content StrategyMedium Term: SEO & Social StrategyLong term: Community management
  • Questions ?