SEO & Social Media Presentation - Nikon


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A presentation for photographers, giving them insight into a web presence for their photography business.

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SEO & Social Media Presentation - Nikon

  1. 1. Search Engine Marketing An Insight into a successful web presence<br />
  2. 2. Education | Software | Consulting | Service<br />
  3. 3. Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers. Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the internet.”<br />JIM JANSEN<br />SENIOR FELLOW<br />PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT<br />SEPTEMBER 2010<br />“<br />
  4. 4. SEO vs Social vs Pay Per Click<br />
  5. 5. SEOvs Social vs Pay Per Click<br />Receive unpaid traffic<br />High quality traffic<br />Sustainable results over a long period<br />Cost effective<br />Competitor analysis<br />Use analytics to improve conversions<br />Takes a while to see results<br />No guarantee<br />
  6. 6. SEO vs Social vs Pay Per Click<br />Cost effective<br />Receive honest instant feedback from community<br />Allows deeper engagement<br />Online word of mouth<br />It’s not how big your budget is, it’s how good your product is<br />Can recruit new talent<br />Tools quickly change<br />Disgruntled customer can vent on your profile<br />Takes a while to see results<br />Takes time to develop relationships and authority<br />
  7. 7. SEO vs Social vs Pay Per Click<br />Immediate results<br />Change campaign focus instantly<br />Measurable tracking<br />Test landing pages<br />Traffic is budget dependant<br />When budget runs out traffic stops<br />Can become costly if no conversions are made<br />
  8. 8.
  9. 9. Domain Authority<br />
  10. 10. Content that appeals to Influencers <br />
  11. 11. The Flow of PageRank<br />
  12. 12. PageRank is split evenly between the links on a page<br />
  13. 13. search results<br />I’ll never get into the top 10 for “cape town photographers”<br />So what’s the plan of action?<br />“<br />
  14. 14. search results<br />On-site optimisation<br /><ul><li>Website structure
  15. 15. Wordpress
  16. 16. Target keywords
  17. 17. Google Adwords Tool
  18. 18. Long tail ?</li></li></ul><li> search results<br />Google Adwords keyword research tool<br />
  19. 19. search results<br />Content ideas<br />Pay attention to Google Analytics<br />What keywords are currently being used?<br />Twitter Trends:<br />#photography<br />
  20. 20. Twitter Trends<br />
  21. 21. search results<br />Hunt for incoming links<br />Competitor Analysis<br /> Photo community websites<br />Flickr<br /> Enter competitions / awards (build authority)<br /> ‘How to’ articles published on 3rd party websites<br /> Travel companies??<br /> Event companies??<br /> Catering companies??<br />
  22. 22. Importance of Social media<br />Engage with community<br />Targeted ads i.e. Target those who are listed as “engaged”<br />Power of word of mouth i.e. Tagging photos<br />Affects search rankings<br />Google + ??<br />
  23. 23. Signals of “Community” and “Authenticity” <br />Brands<br />Generics<br />Often exist only online<br />Rarely have significant social accounts<br />Frequently use email forms only<br />Stay “under the radar”<br />Search is often 90%+ of traffic<br />Have little-no branded search demand<br />Ignore the offline world<br />Have real people working at a physical address <br />Have authentic, followed social accounts<br />Display obvious, robust contact information<br />Register with government/civic organizations<br />Receive traffic from diverse sources<br />Generate branded search query volume<br />Run offline marketing/advertising campaigns<br />
  24. 24. Formula to successful web marketing<br />Two types of websites<br />High traffic and Low traffic<br />High traffic = 5000 plus<br />Low traffic = 1000 and less<br />
  25. 25. Formula to successful web marketing<br />What do you do with 1000 or less visitors ??<br />Produce quality content<br />Comment on other (high authority) blogs<br />Write on other (high authority) blogs<br />Run a Pay Per Click campaign to produce sales<br />Re-invest sales into content marketing and SEO<br />
  26. 26. Formula to successful web marketing<br />What can you do with 5000 plus visitors ??<br />Conversion marketing<br />Forum (user generated content)<br />Bloggers contribution<br />Push visitors to social media profiles – engage<br />Objective = monetize your website<br />
  27. 27. Formula to successful web marketing<br />Understand your visitors<br />Brand vs non-brand<br />Search vs referral vs direct<br />Percentage of new vs returning<br />Bounce rate<br />
  28. 28. Measure conversions<br />Industry standard is 1.5%<br />Anything above this is good<br />1000 visitors = 15 leads<br />15 leads = .... sales<br />
  29. 29. SEO plugins (Wordpress)<br />Yoast SEO Plugin<br />SEO Friendly Images<br />W3 Total Cache<br />
  30. 30. Software that is available<br />SEOmoz<br />Domain Authority<br />Competitor Analysis<br />Project SEO<br />Project Management<br />Competitor Analysis<br />Majestic SEO<br />Competitor Analysis<br />Google Analytics<br />Conversion tracking<br />Website Data<br />Hootsuite<br />Social media management<br />Trendsmap<br />
  31. 31. Do this stuff, it really works !<br />News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(Find Your Audience Organically on the Web)<br />Document Sharing<br />Forums<br />Social Bookmarking<br />Word of Mouth<br />Direct/Referring Links<br />Q+A Sites<br />http:/<br />Type-In Traffic<br />
  32. 32. Budget...<br />DIY = time<br />Outsource = money<br />
  33. 33. Budget...<br />Do it myself<br />Education (website & seo)<br />Content...... Do I have the time write?<br />Link building....... Communications or PR <br />Weekly time spent = 5 to 10hrs<br />Software fees +-R1000<br />
  34. 34. Budget...<br />Outsourced (SEO, Social Media, PPC)<br />Small company = R3000, R3000, R4000<br />Agency = R10 000, R10 000, R10 000<br />
  35. 35. Budget...<br />In house <br />Internship (cover travel costs)<br />Consulting = From R1000 + (depending on size and amount of websites) <br />
  36. 36. Job types<br />Research & Reporting (Competitor analysis, link profiling, keywords)<br />Communications / PR specialist (link and relationship building)<br />Writer / Content  creator <br />Conversion marketing (two sides of the coin: design or analytical)<br />On-site optimiser<br />Creative manager (campaign ideas for link building)<br />Programmer (ensuring technical mark-up and optimised code)<br />Photographer...<br />
  37. 37. Case studies<br />
  38. 38. Travel Industry: Client 1<br /><ul><li> Client came to us with no on-site optimisation on website
  39. 39. We optimised website
  40. 40. Within 2 months of optimisation, website traffic began to increase
  41. 41. After 4 months, search engine traffic increased 300%</li></li></ul><li>Travel Industry: Client 2<br /><ul><li> Client came to us for on-site optimisation consultation and link building research
  42. 42. We optimised website
  43. 43. Within 2 months of optimisation, website traffic began to increase
  44. 44. After 6 months, search engine traffic increased 1000%</li></li></ul><li>Online Dating Industry<br />Organic Traffic<br /><ul><li> Client came to us with no on-site optimisation on website or link building
  45. 45. We optimised website and implemented a link building strategy
  46. 46. Within 5 months, traffic increased by 300% and 360% over 11 months</li></li></ul><li>Online Dating Industry<br />Paid Traffic<br /><ul><li> Client managed a high cost Google Adwords campaign and was not seeing return on investment
  47. 47. Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore
  48. 48. Client stopped Google Adwords campaign after 4 months</li></li></ul><li>Online Dating Industry<br />Bounce rate<br /><ul><li> Bounce rate was high (23%)on website when we began optimisation process
  49. 49. We implemented a design change and immediately the bounce rate dropped to 11%</li></li></ul><li>Home Improvement Industry<br /><ul><li> Client came to us to assist in getting their website more targeted traffic
  50. 50. Website had no on-site optimisation done to it
  51. 51. We optimised the entire website and within 5 months traffic began to increase
  52. 52. After 9 months traffic had increased 500%</li></li></ul><li>Home Improvement Industry<br /><ul><li> Client came to us to assist in getting their website more targeted traffic
  53. 53. We marketed products on various online shopping platforms
  54. 54. After 7 months referral traffic had increased 500%</li></li></ul><li>What questions to ask an SEO and/or social media consultant/company<br />Which is more likely to have a positive impact on a page's search engine rankings and why - 10 links from 1 website or 1 link each from 10 different websites?<br />Name at least 3 elements critical to ranking well in Google Local/Maps/Places search.<br />Describe the concept of topic modeling and how modern search engines might use it to improve the quality of their results.<br />Describe the distribution of search query demand and what is meant by the "fat head" and "long tail.“<br />Show me case studies<br />
  55. 55. Q&A<br />Neil Pursey<br />Cell: 084 627 0619<br />Twitter: @webgrowthsa<br /><br /><br /><br />