SEO & Social Media Presentation - Nikon
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SEO & Social Media Presentation - Nikon

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

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

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    SEO & Social Media Presentation - Nikon SEO & Social Media Presentation - Nikon Presentation Transcript

    • Search Engine Marketing An Insight into a successful web presence
    • Education | Software | Consulting | Service
    • 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.”
      JIM JANSEN
      SENIOR FELLOW
      PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT
      SEPTEMBER 2010

    • SEO vs Social vs Pay Per Click
    • SEOvs Social vs Pay Per Click
      Receive unpaid traffic
      High quality traffic
      Sustainable results over a long period
      Cost effective
      Competitor analysis
      Use analytics to improve conversions
      Takes a while to see results
      No guarantee
    • SEO vs Social vs Pay Per Click
      Cost effective
      Receive honest instant feedback from community
      Allows deeper engagement
      Online word of mouth
      It’s not how big your budget is, it’s how good your product is
      Can recruit new talent
      Tools quickly change
      Disgruntled customer can vent on your profile
      Takes a while to see results
      Takes time to develop relationships and authority
    • SEO vs Social vs Pay Per Click
      Immediate results
      Change campaign focus instantly
      Measurable tracking
      Test landing pages
      Traffic is budget dependant
      When budget runs out traffic stops
      Can become costly if no conversions are made
    • Domain Authority
    • Content that appeals to Influencers
    • The Flow of PageRank
    • PageRank is split evenly between the links on a page
    • search results
      I’ll never get into the top 10 for “cape town photographers”
      So what’s the plan of action?

    • search results
      On-site optimisation
      • Website structure
      • Wordpress
      • Target keywords
      • Google Adwords Tool
      • Long tail ?
    • search results
      Google Adwords keyword research tool
    • search results
      Content ideas
      Pay attention to Google Analytics
      What keywords are currently being used?
      Twitter Trends: http://trendsmap.com
      #photography
    • Twitter Trends
    • search results
      Hunt for incoming links
      Competitor Analysis
      Photo community websites
      Flickr
      Enter competitions / awards (build authority)
      ‘How to’ articles published on 3rd party websites
      Travel companies??
      Event companies??
      Catering companies??
    • Importance of Social media
      Engage with community
      Targeted ads i.e. Target those who are listed as “engaged”
      Power of word of mouth i.e. Tagging photos
      Affects search rankings
      Google + ??
    • Signals of “Community” and “Authenticity”
      Brands
      Generics
      Often exist only online
      Rarely have significant social accounts
      Frequently use email forms only
      Stay “under the radar”
      Search is often 90%+ of traffic
      Have little-no branded search demand
      Ignore the offline world
      Have real people working at a physical address
      Have authentic, followed social accounts
      Display obvious, robust contact information
      Register with government/civic organizations
      Receive traffic from diverse sources
      Generate branded search query volume
      Run offline marketing/advertising campaigns
    • Formula to successful web marketing
      Two types of websites
      High traffic and Low traffic
      High traffic = 5000 plus
      Low traffic = 1000 and less
    • Formula to successful web marketing
      What do you do with 1000 or less visitors ??
      Produce quality content
      Comment on other (high authority) blogs
      Write on other (high authority) blogs
      Run a Pay Per Click campaign to produce sales
      Re-invest sales into content marketing and SEO
    • Formula to successful web marketing
      What can you do with 5000 plus visitors ??
      Conversion marketing
      Forum (user generated content)
      Bloggers contribution
      Push visitors to social media profiles – engage
      Objective = monetize your website
    • Formula to successful web marketing
      Understand your visitors
      Brand vs non-brand
      Search vs referral vs direct
      Percentage of new vs returning
      Bounce rate
    • Measure conversions
      Industry standard is 1.5%
      Anything above this is good
      1000 visitors = 15 leads
      15 leads = .... sales
    • SEO plugins (Wordpress)
      Yoast SEO Plugin
      SEO Friendly Images
      W3 Total Cache
    • Software that is available
      SEOmoz
      Domain Authority
      Competitor Analysis
      Project SEO
      Project Management
      Competitor Analysis
      Majestic SEO
      Competitor Analysis
      Google Analytics
      Conversion tracking
      Website Data
      Hootsuite
      Social media management
      Trendsmap
    • Do this stuff, it really works !
      News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(Find Your Audience Organically on the Web)
      Document Sharing
      Forums
      Social Bookmarking
      Word of Mouth
      Direct/Referring Links
      Q+A Sites
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Type-In Traffic
    • Budget...
      DIY = time
      Outsource = money
    • Budget...
      Do it myself
      Education (website & seo)
      Content...... Do I have the time write?
      Link building....... Communications or PR
      Weekly time spent = 5 to 10hrs
      Software fees +-R1000
    • Budget...
      Outsourced (SEO, Social Media, PPC)
      Small company = R3000, R3000, R4000
      Agency = R10 000, R10 000, R10 000
    • Budget...
      In house
      Internship (cover travel costs)
      Consulting = From R1000 + (depending on size and amount of websites)
    • Job types
      Research & Reporting (Competitor analysis, link profiling, keywords)
      Communications / PR specialist (link and relationship building)
      Writer / Content  creator
      Conversion marketing (two sides of the coin: design or analytical)
      On-site optimiser
      Creative manager (campaign ideas for link building)
      Programmer (ensuring technical mark-up and optimised code)
      Photographer...
    • Case studies
    • Travel Industry: Client 1
      • Client came to us with no on-site optimisation on website
      • We optimised website
      • Within 2 months of optimisation, website traffic began to increase
      • After 4 months, search engine traffic increased 300%
    • Travel Industry: Client 2
      • Client came to us for on-site optimisation consultation and link building research
      • We optimised website
      • Within 2 months of optimisation, website traffic began to increase
      • After 6 months, search engine traffic increased 1000%
    • Online Dating Industry
      Organic Traffic
      • Client came to us with no on-site optimisation on website or link building
      • We optimised website and implemented a link building strategy
      • Within 5 months, traffic increased by 300% and 360% over 11 months
    • Online Dating Industry
      Paid Traffic
      • Client managed a high cost Google Adwords campaign and was not seeing return on investment
      • Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore
      • Client stopped Google Adwords campaign after 4 months
    • Online Dating Industry
      Bounce rate
      • Bounce rate was high (23%)on website when we began optimisation process
      • We implemented a design change and immediately the bounce rate dropped to 11%
    • Home Improvement Industry
      • Client came to us to assist in getting their website more targeted traffic
      • Website had no on-site optimisation done to it
      • We optimised the entire website and within 5 months traffic began to increase
      • After 9 months traffic had increased 500%
    • Home Improvement Industry
      • Client came to us to assist in getting their website more targeted traffic
      • We marketed products on various online shopping platforms
      • After 7 months referral traffic had increased 500%
    • What questions to ask an SEO and/or social media consultant/company
      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?
      Name at least 3 elements critical to ranking well in Google Local/Maps/Places search.
      Describe the concept of topic modeling and how modern search engines might use it to improve the quality of their results.
      Describe the distribution of search query demand and what is meant by the "fat head" and "long tail.“
      Show me case studies
    • Q&A
      Neil Pursey
      Cell: 084 627 0619
      Twitter: @webgrowthsa
      http://www.webgrowth.biz/
      http://www.thinkseo.co.za/
      http://www.grow.org.za/