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Top Position Search Engine Optimisation And Social Media
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Top Position Search Engine Optimisation And Social Media

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Search engine optimisation relies more and more on social media marketing - but what is web 2.0 exactly? how is it of benefit? and how are big brands using it to drive their brand and online presence …

Search engine optimisation relies more and more on social media marketing - but what is web 2.0 exactly? how is it of benefit? and how are big brands using it to drive their brand and online presence forwards? Presentation by http://www.topposition.co.uk

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  • 1. How is SEO & Social Media Changing The Way We Do Business? Rebecca Appleton, Operations Director www.TopPosition.co.uk
  • 2.
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
    Fact: Social Media & SEO Is Slowly Changing The Way We Do Business Online
    • Background: Turbulent times and the economic impetuous
    • Does SEO and social media activity create a tangible difference?
    • Is it possible to define ROI metrics before embarking on this kind of marketing and branding activity?
    • Can this activity be sustained?
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 3. A New Business Landscape: Challenges & Opportunities Challenges Global branding spend = $1.4 trillion in 2007 1 in 5 of the UK’s top brands has poor or no visibility on Google search results pages. Almost 50% of the UK’s top brands are operating with web sites that have poorly optimised copy, little or no organic presence, no social media convergence and ‘poor’ or no SEO rank. Few sites are found for generic keywords relating to their brand or product. (Study: Gareth Jones, Revolution, August 2008) Financial constrains are changing consumer consumption patterns Opportunities Smaller companies have successfully used SEO and social media as a means of competing with the glossy offline campaigns favoured by big brands. 87% of respondents to Forrester Research’s annual questionnaire stated they intended to spend ‘significantly’ more online over the next 12 months.
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 4. Does Social Media & SEO Activity Actually Add Value To Our Brands?
    • A Microsoft digital advertising solutions study found high levels of consumer engagement:
    • 73% of UK social networkers have visited the personal space of a brand
    • 16% have had a dialogue or sent a message to a brand
    • 70% are prepared to include sponsored content on their personal page, whilst 10% have already branded their space
    • 68% will visit a website related to what they have seen or read on a friend’s site
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 5.
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 6.
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 7. Is It Possible To Define ROI Metrics Before Embarking On This Kind Of Activity? Inputs Current Site Behaviour Total Average Monthly Visits Average Monthly Success Events Average Value Of Success Event The ClickZ / ZAAZ Optimisation Calculator Approach Outputs Site Traffic Site Conversion Estimated Cost Estimated Impact / ROI
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 8. Can It Be Sustained?
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001
  • 9.
      • Rebecca@topposition.co.uk | www.TopPosition.co.uk | 0800 094 9001