SEO
Martin Dinham
May 2014
What’s today all about ?
• An overview;
- SEO
- Social
- Analytics
• How to make the most of them
• Interactive – please !
Why am I here ?
• 11 years of online marketing experience
• Worked with some of the UK’s largest brands
Argos, The Post Of...
About Channel Digital
• Specialist online marketing agency
• Building and promoting websites
• 12 strong
• Local and natio...
Search Engine Optimisation (SEO)
What is it ?
Why do you care ?
• 61% of global Internet users research products online. (Interconnected World:
Shopping and Personal Fi...
• 70% of search engine traffic is from organic
search (not AdWords)
• Its free ! (Well, kind of….)
• But, it takes effort
...
What does it entail?
• Helping Google make sense of your website and your
marketplace
• Its not about gaming Search Engine...
1. Crawling
• The ability of search engine spiders to
navigate and index your content
• If they can’t get it into their in...
• So, are there any fundamental TECHNICAL
problems that prevent your site being indexed
• Easy way to check ?
• Have you got (the right number of) pages
indexed ?
• If not, why not ?
2. Keyphrase selection
• There’s no point ranking for keyphrases if no
one searches for them
• There’s equally little poin...
The Google Keyphrase Tool is NO LONGER your friend

So, what do I do now ???
• What are your most popular pages and what
keyphrases are they focussed on ?
• Other tools – Ube...
Remain sensible and pragmatic
• Don’t bother with terms that are irrelevant –
you might get traffic, it won’t convert
• Be...
So, how do I do that ?
• Market & Keywords
• What is a niche?
– Identify
– Genuine demand
– Provide solutions
– “Sensible”...
Then
• Select a short number of realistically available
search terms that will drive a real business
benefit
3. Targeting
Two ways
• ON site – content
• OFF site - linkbuilding
Integrate your keyphrases into your
content
• Titles
• Meta
Write your content around these phrases
• Naturally
• For users, not for search engines
• Think like a publisher, not like...
Google says
“Just because somebody dots every I and
crosses every T and gets all their HTML structure
right, doesn’t mean ...
Do!
• Aim for 200-300 words per page
• Keywords in title, headings, link anchors, text
density, early on, alt tags, meta
•...
Do Not!
• “Keyword Stuff”
• Must be human readable
• Slow loading pages
• Flash sites
• Pages 100% images
• Too many image...
The Optimisation Process
• You probably won’t get this right first time,
unless it is a very un-competitive keyphrase
• Fi...
Headline
No. 1 - Craft your Headline
• Benefits (not features)
• Talk to them (you & your)
• Grab attention
• Make them wa...
Sales Copy
• Immediately draw the reader with benefits
• Establish your credibility
• Explain why THEY need it
• Direct vi...
Sales Copy Rules
• Write for people first
• Believable
• Flow well
• Relevant to target market
• Examples / testimonials
•...
Impenetrable Blocks
Sample #1:
Weight loss typically involves the loss of fat, water and muscle. Overweight people, or peo...
Readable Format
Sample #2:
Are you sick of trying diet after diet -- and painfully denying yourself all your favorite food...
Call to Action
• Click here to buy
– re-state the reasons why
• Call us (phone number everywhere)
• Follow us
• Capture Em...
Avoid
• Too much imagery
• Insufficient text
• Large images / slow loading pages
• Flash sites
• Same meta on each page
• ...
Off site - linkbuilding
• The keystone of Googles ranking algorithm, “Page Rank”
“We assume page A has pages T1...Tn which...
In plain English….
• A “reference” based system
• Google judges your website by the company it
keeps…
How do I tell ?
• Google Webmaster tools
• Specialist tools if you want to get clever;
- Majestic SEO (www.majesticseo.com...
Webmaster tools – your site only
But, its not a game of numbers….
Panda and Penguin updates
• Penalise both low quality content and links
• So…
What can I do;
• Directories
• Press releases
• Forum / blog commentary
• Press releases
• CONTENT, CONTENT, CONTENT
What not to do
• Bad neighbourhoods
• People overtly selling links
• Networks
This is what you can do
• If its not interesting for your users, its no use for
Google
• Get your content on site (perhaps...
How do I do that ?
• Publish it on social media. Not just Twitter and Facebook,
also things like Digg and Reddit, Google+,...
• Keep this stuff going
• An iterative process
• Builds a “natural” link profile – too much of one
thing can be bad…
• Any...
Keeping an eye on progress
• Back to the analytics…
-are you getting more traffic and sales from
search
• Rankings are jus...
Google+
• Googles social network
• Active in certain communities
• But search engine benefits
• Increasingly prevalent in search results
• Perfectly targeted
• FREE (for now)
Social Media Marketing
(how to do it - and still have a life)
Question
• In a market place where EVERYONE is using
Facebook, Twitter, Linked In, etc. How can you
stand above your compe...
Social Networking
• Average FB user 8.3 hours per month
Why?
• Meet people
• Share interests, news, opinions
• Because people buy from people they know, like
and trust
• SEO bene...
Why?
Search or Social?
• 70% of web traffic
• 200m / day
• Already looking
• Targeted
• Purchasing / seeking
• Friends & family...
Sit Forward / Sit Back Media
Sit Forward
At work
Busy
Searching
Unreceptive?
Google / SEO
Sit Back
At home
Relaxed
Sociali...
Why Does It Work?
• Regular communication
• Quality communication
• Relationship
• Customer service
• As much like email m...
Your Strategy
• Pick your networks
• Think about your message and tone
• Be consistent in tone
• Build a base of followers...
Collaborate
• Give credit
• “Retweet”
• Thank people
• Work together
• Magnifies the results of your efforts many
times ov...
Balance
• Automation vs Personalisation
• Reach vs Quality
• Save time vs Take time
A bit of both is probably ideal
for Business
Facebook
www.facebook.com
Facebook Stats
• Social emphasis
• 1.23 billion monthly active users (800 million in 2012)
• 757 million daily active user...
Facebook Passing Google
Facebook for Mobile
• Majority of users
Facebook - Brands in the UK
Source: Socialbakers.com
On Facebook Personal Profile
• Not for business name
• Consider the impact of messages to
non-business friends
• Friends -...
To Do List
• Set up
• Personal info
• Photos & videos
• Friends
• Old work colleagues
• Status updates
• Comments
• Develo...
Business Page
• Business page
• Multiple administrators
• Public: indexed by search engines
• Anyone can "Like" it
• Likes...
To-Do List
• Set up
• Brand
• Add information
• Add links
• Invite
• Integrate with site
• Consistency
• Wall
• Info
• Dis...
Posts fed from Twitter
Facebook Ads
• Better than Google?
• Demand creation vs. Demand fulfilment
• Can deliver very low ROI
• Make sure you conv...
Site > Facebook
• Send visitors to FB to make a long term
connection
– Like button
– Share on FB
• Feed content to FB to s...
Facebook > Site
• Display Widgets
– Activity
– Friends
• Facebook Comments
• Invite FB followers to visit the site
Facebook Widgets
Offers on the Facebook Page
Data and Reporting
• Detailed Analytics for a FB page
• Can extend by adding tracking code to your
web site
Facebook Insights
Facebook Demographics
Creating Interaction
• Encouraging users to interact by
– Invite participation
– Talking / chatting
– Special offers
– Ask...
STA Page – good video
Redbull Page – good opt in
Main Points
• Be consistent
• Give value
• Engage & entertain
• Ask questions
• Give them ownership
• Build Community
• Ex...
Don’t
• Use business name for personal page
• Sell to friends and family
• Consider before feeding business tweets to
your...
Linkedin
www.linkedin.com
• Business focus
• 227 million professionals
• 40% of users check daily
• Average user time, 17 ...
Linked in Personal Profile
Personal Profile
• As thorough as possible
• 100% complete
• Image
• Company page / logo
• Use keywords
Size of Network
• Size of Network
1. People you know well, what’s the point?
2. Wider but relevant group
3. As many as pos...
Network Building
• Invite
• Groups
• Questions & Answers
• Endorsements
Features
• Recommendations
• Groups
• Blog feeds
• Answers
Recommendations
Linked in Groups
Questions and Answers
Company Page
• Company info
• Logo
• Blog feed
• News updates
• Careers
Comprehensive Company Page
Linked in Stats
The Value?
• Depth
– Groups
• Relevant
• Not empty
– Discussions
– Questions and answers (best answer?)
– Recommendations ...
Conversion Rate
LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3
times higher (277%) than...
Twitter
www.twitter.com
• What are you doing in 140 characters
• People follow you if
– You follow them (anyone, anywhere)...
A Twitter Profile
Celebs – Stephen Fry
Politicians – Barack Obama
Photo page background
Concepts
• ID - @channel_com
• Re-tweet RT @serefe4748
• Direct Message (DM)
• Hashtags - #ff #falmouthbiz #justsaying
• T...
To Do List
• Set up account
• Link to your web site
• Add your photo or logo
• Personalise and background
• Find friends
•...
Twitter Applications
• Tweet Deck – organise on your PC
– http://www.tweetdeck.com
• Schedule / respond
– www.socialoomph....
Tweet Deck
Mobile Twitter
Widget on Page
Integration
• Blog > RSS Feed
• RSS Feed > Twitter (via Twitterfeed)
• Twitter >
– Facebook
– Plaxo
– FriendFeed
– Linked ...
Google +
• Fast growing
• Geeky but changing
demographic
• Increasingly important for search
Audience
• Student / Geek - declining
• Middle class with kids – growing
Google + Company Page
Figures
• 300 million monthly users
• % of total global social sharing, 3%
• Active users per day not disclosed
Supports Schema
• Authorship the most significant
Schema
• Associates you as an “author” with websites
• Enables them to benefit from your “authority”
Google+
• Improved clickthrough rates
• Greater signals to Google around your content
SMM Cons
• Blunderbus – not “laser targeted”
• Many drop out
• Lots of scams
• Links are often “NOFOLLOW”
• If behind a lo...
What else ?
• Local search
Local Search – How ?
• Google+ Places for Business
• Verification of your name, address and
postcode (NAP)
• Free, but can...
Mobile
Mobile
• Responsiveness – how does your site resize
• All of it – shopping cart ?
• Load times
So, in summary
• Think about SEO
• But also think about the users…
• Use social, where it makes sense
• Set up Google + an...
Questions ?
Thanks
• martin@channeldigital.co.uk
• 01326 567150
• www.channeldigital.co.uk
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
SEO Training May 2014
Upcoming SlideShare
Loading in …5
×

SEO Training May 2014

218 views

Published on

SEO training by Martin Dinham of Channel Digital for Digital Peninsula Network, May 2014

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
218
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SEO Training May 2014

  1. 1. SEO Martin Dinham May 2014
  2. 2. What’s today all about ? • An overview; - SEO - Social - Analytics • How to make the most of them • Interactive – please !
  3. 3. Why am I here ? • 11 years of online marketing experience • Worked with some of the UK’s largest brands Argos, The Post Office, JP Morgan, Laura Ashley • Joined Channel in December ‘12
  4. 4. About Channel Digital • Specialist online marketing agency • Building and promoting websites • 12 strong • Local and national clients • Based at Tremough, have biscuits 
  5. 5. Search Engine Optimisation (SEO)
  6. 6. What is it ?
  7. 7. Why do you care ? • 61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012) • 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012) • Worldwide, we conduct 131 billion searches per month on the web. (Comscore, January 2010) • 70% of the links search users click on are organic, not paid. (Marketing Sherpa, February 2007) • 60% of all organic clicks go to the top three organic search results. (MarketingSherpa, February 2007) • 75% of users never scroll past the first page of search results. (MarketShareHitsLink.com, October 2010)
  8. 8. • 70% of search engine traffic is from organic search (not AdWords) • Its free ! (Well, kind of….) • But, it takes effort • And, it takes time
  9. 9. What does it entail? • Helping Google make sense of your website and your marketplace • Its not about gaming Search Engines any more • Its about giving Google users the right results • Using a number of steps…
  10. 10. 1. Crawling • The ability of search engine spiders to navigate and index your content • If they can’t get it into their index, its never going to rank…
  11. 11. • So, are there any fundamental TECHNICAL problems that prevent your site being indexed • Easy way to check ?
  12. 12. • Have you got (the right number of) pages indexed ? • If not, why not ?
  13. 13. 2. Keyphrase selection • There’s no point ranking for keyphrases if no one searches for them • There’s equally little point targeting unrealistic keyphrases
  14. 14. The Google Keyphrase Tool is NO LONGER your friend 
  15. 15. So, what do I do now ??? • What are your most popular pages and what keyphrases are they focussed on ? • Other tools – Ubersuggest, Wordtracker • Sign up for PPC – Google have their Keyword Planner tool if you have an account
  16. 16. Remain sensible and pragmatic • Don’t bother with terms that are irrelevant – you might get traffic, it won’t convert • Be mindful of the competition level – don’t try to compete with Tesco…
  17. 17. So, how do I do that ? • Market & Keywords • What is a niche? – Identify – Genuine demand – Provide solutions – “Sensible” competition
  18. 18. Then • Select a short number of realistically available search terms that will drive a real business benefit
  19. 19. 3. Targeting
  20. 20. Two ways • ON site – content • OFF site - linkbuilding
  21. 21. Integrate your keyphrases into your content • Titles • Meta
  22. 22. Write your content around these phrases • Naturally • For users, not for search engines • Think like a publisher, not like an SEO…
  23. 23. Google says “Just because somebody dots every I and crosses every T and gets all their HTML structure right, doesn’t mean that it’s good content. Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it.” Matt Cutts, Head of Search Quality, Google
  24. 24. Do! • Aim for 200-300 words per page • Keywords in title, headings, link anchors, text density, early on, alt tags, meta • Keyword proximity • Vary keywords • Focus on Keywords that Sell vs. Traffic only
  25. 25. Do Not! • “Keyword Stuff” • Must be human readable • Slow loading pages • Flash sites • Pages 100% images • Too many images • Too many different keywords (dilution)
  26. 26. The Optimisation Process • You probably won’t get this right first time, unless it is a very un-competitive keyphrase • Firstly give it your best shot • Then wait to see what Google does with it • If a site is new a few links will give basic “discovery”
  27. 27. Headline No. 1 - Craft your Headline • Benefits (not features) • Talk to them (you & your) • Grab attention • Make them want to read on • Serve their need / pain / desire • You’ve got 1 second
  28. 28. Sales Copy • Immediately draw the reader with benefits • Establish your credibility • Explain why THEY need it • Direct visitors through the sales process • Do this “Above the Fold” • Correct placement of keywords • Clear calls to action
  29. 29. Sales Copy Rules • Write for people first • Believable • Flow well • Relevant to target market • Examples / testimonials • Company information – don’t hide • Your page is a process • Test & re-test
  30. 30. Impenetrable Blocks Sample #1: Weight loss typically involves the loss of fat, water and muscle. Overweight people, or people suffering from obesity, typically aim to reduce the percentage of body fat. Additionally, as muscle tissue is denser than fat, fat loss results in increased loss of body volume compared with muscle loss. Reducing even 10% body fat can therefore have a dramatic effect on a person's body shape. To determine the proportion of weight loss that is due to decreased fat tissue, various methods of measuring body fat percentage have been developed. Muscle loss during weight loss can be restricted by regularly lifting weights (or doing push-ups and other strength-oriented calisthenics) and by maintaining sufficient protein intake.[citation needed]Those on low-carbohydrate diets, and those doing particularly strenuous exercise, may wish to increase their protein intake. According to the National Academy of Sciences, the Dietary Reference Intake for protein is "0.8 grams per kilogram of body weight for adults.” Excessive protein intake, though not connected to declined kidney functioning in healthy individuals, may be harmful to those with certain kidney diseases. There is no conclusive evidence that moderately high protein diets in healthy individuals are dangerous, it has only been shown that these diets are dangerous in individuals already suffering from kidney and liver problems. The Basal Metabolic Rate, which is the amount of calories the body expends at rest, meaning without performing any physical activity, is influenced by the person's total weight and total amount of muscle. The more muscle, the more calories a person can burn naturally. When the amount of muscle is increased, then more calories can be ingested without gaining weight. On the contrary, if the amount of fat is increased, increasing the number of calories ingested will only add weight. Normally, when people lose weight, they lose a combination of fat and muscle. If the diet plan includes a daily caloric intake greater than the BMR, the person will most likely lose fat. On the contrary, if the person follows a diet that includes a lower caloric intake than the BMR, this person will lose fat but also a higher percentage of muscle. Severe diets may make people lose 50% fat and 50% muscle weight thus affecting their metabolism because by losing muscle the BMR gets affected. For instance, when a person goes on a low carb diet, the initial weight loss results from the glycogen depletion. Glycogen is a mixture of glucose and water mainly stored in the muscles. Therefore, much of the initial weight loss comes from muscle loss which affects the possibility to maintain a sustainable weight control. A study performed at the University of Connecticut also showed that athletes under a low carb diet not only experience a decrease in their performance but also a drop both in muscle power and cardiovascular performance. Maintaining muscle mass while losing fat is therefore a key factor to reach both the ideal weight and body composition. To achieve this goal, experts advise not to reduce carbohydrates aggressively. Fat can be lost by reducing the calorie intake by 20% of daily needs for two days.[citation needed] This reduced calorie intake, even in the presence of 100% carbohydrate consumption, allows for reduction of fat without muscle loss because the glycogen in the muscle is properly replenished. Exercising on days when the highest amount of carbohydrates is consumed, 1.5 to 2 hours after eating, is also helpful to achieve a balanced fat reduction in the absence of muscle loss. Within this window of time, sugar and insulin levels are undergoing a slow decline. When insulin levels start dropping, the pancreas then produces the hormone glucagon while releasing nutrients stored in the fat cells to the blood to be turned into energy. On the contrary, if blood sugar levels suffer a high increase, insulin feeds the muscle cells and deposits excess into fat cells. Furthermore, if insulin levels decrease too much, the muscle cells do not receive the appropriate amount of food they require. There should always be a meal left during the day after exercising to allow the muscles to recover from exercise. Sample #2: Break it up a bit (including bullets and lists would be better). Still need plenty of words – but draw the eye to the most important bits......
  31. 31. Readable Format Sample #2: Are you sick of trying diet after diet -- and painfully denying yourself all your favorite foods -- but never seeing any lasting results? Or joining the latest supposedly "healthy" eating craze, only to discover a few months down the road that most health experts say that following that eating plan is actually BAD for you? I know exactly how you feel... ... For decades I was a "yo-yo" dieter. I would try out the latest celebrity diet trend and lose maybe 5 - 15 pounds, but then gain it all back as soon as I started eating "normally" again. In fact, usually I'd end up gaining even more weigh -- which is why I got on the scales one day and discovered to my horror that I now weighed over 200 pounds. Not exactly a healthy weight for someone who's only 5' 2"! In my desperation to get back to a "normal" weight, I tried every single diet plan I could. I ate nothing but pre-packaged calorie-reduced diet meals... I took pills... I drank diet shakes for breakfast and lunch, and forced myself to ignore my growling stomach all day long.
  32. 32. Call to Action • Click here to buy – re-state the reasons why • Call us (phone number everywhere) • Follow us • Capture Email address – sign up for info – get your free report – What can you offer to make them part with it?
  33. 33. Avoid • Too much imagery • Insufficient text • Large images / slow loading pages • Flash sites • Same meta on each page • Too few pages • Coloured or patterned backgrounds • Difficult to read fonts • Excessive banners & outgoing links
  34. 34. Off site - linkbuilding • The keystone of Googles ranking algorithm, “Page Rank” “We assume page A has pages T1...Tn which point to it (i.e., are citations). The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85. There are more details about d in the next section. Also C(A) is defined as the number of links going out of page A. The PageRank of a page A is given as follows: PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) Note that the PageRanks form a probability distribution over web pages, so the sum of all web pages' PageRanks will be one.”
  35. 35. In plain English…. • A “reference” based system • Google judges your website by the company it keeps…
  36. 36. How do I tell ? • Google Webmaster tools • Specialist tools if you want to get clever; - Majestic SEO (www.majesticseo.com) - SEO Moz (www.seomoz.org)
  37. 37. Webmaster tools – your site only
  38. 38. But, its not a game of numbers….
  39. 39. Panda and Penguin updates • Penalise both low quality content and links • So…
  40. 40. What can I do; • Directories • Press releases • Forum / blog commentary • Press releases • CONTENT, CONTENT, CONTENT
  41. 41. What not to do • Bad neighbourhoods • People overtly selling links • Networks
  42. 42. This is what you can do • If its not interesting for your users, its no use for Google • Get your content on site (perhaps on a blog) • Numerous free blogging tools available, most notably Wordpress • But also get it OFFSITE
  43. 43. How do I do that ? • Publish it on social media. Not just Twitter and Facebook, also things like Digg and Reddit, Google+, Pinterest • Make sure you keep things fresh • Form relationships with REAL PEOPLE and get them to place your content • If you’re an authority in your field, Google will treat you accordingly
  44. 44. • Keep this stuff going • An iterative process • Builds a “natural” link profile – too much of one thing can be bad… • Anything you do, think about a link
  45. 45. Keeping an eye on progress • Back to the analytics… -are you getting more traffic and sales from search • Rankings are just a guide • Look at trends
  46. 46. Google+ • Googles social network • Active in certain communities • But search engine benefits
  47. 47. • Increasingly prevalent in search results • Perfectly targeted • FREE (for now)
  48. 48. Social Media Marketing (how to do it - and still have a life)
  49. 49. Question • In a market place where EVERYONE is using Facebook, Twitter, Linked In, etc. How can you stand above your competitors? • More – Compelling – Engaging – Consistent – Relevant
  50. 50. Social Networking • Average FB user 8.3 hours per month
  51. 51. Why? • Meet people • Share interests, news, opinions • Because people buy from people they know, like and trust • SEO benefit for your site – Social Signals • A lead source in its own right • Referral source
  52. 52. Why?
  53. 53. Search or Social? • 70% of web traffic • 200m / day • Already looking • Targeted • Purchasing / seeking • Friends & family • 200 people? • Socialising • Not looking • Not targeted • The usual suspects
  54. 54. Sit Forward / Sit Back Media Sit Forward At work Busy Searching Unreceptive? Google / SEO Sit Back At home Relaxed Socialising Not searching Receptive Facebook / Social
  55. 55. Why Does It Work? • Regular communication • Quality communication • Relationship • Customer service • As much like email marketing as SEO
  56. 56. Your Strategy • Pick your networks • Think about your message and tone • Be consistent in tone • Build a base of followers • Use mobile – more consistent • Does your brand automatically encourage interaction, or will you have to work at it? • Build a community around your brand • Keep at it
  57. 57. Collaborate • Give credit • “Retweet” • Thank people • Work together • Magnifies the results of your efforts many times over
  58. 58. Balance • Automation vs Personalisation • Reach vs Quality • Save time vs Take time A bit of both is probably ideal
  59. 59. for Business Facebook www.facebook.com
  60. 60. Facebook Stats • Social emphasis • 1.23 billion monthly active users (800 million in 2012) • 757 million daily active users (450 million in 2012). 24 million of these are in the UK • For the first time, the majority of these are mobile… • Lots of add-ons • Can set up company pages, groups and attract “fans” • Integrates with so many other places
  61. 61. Facebook Passing Google
  62. 62. Facebook for Mobile • Majority of users
  63. 63. Facebook - Brands in the UK Source: Socialbakers.com
  64. 64. On Facebook Personal Profile • Not for business name • Consider the impact of messages to non-business friends • Friends - mutual acceptance
  65. 65. To Do List • Set up • Personal info • Photos & videos • Friends • Old work colleagues • Status updates • Comments • Develop your network • Experiment share & enjoy
  66. 66. Business Page • Business page • Multiple administrators • Public: indexed by search engines • Anyone can "Like" it • Likes = Links: the new currency
  67. 67. To-Do List • Set up • Brand • Add information • Add links • Invite • Integrate with site • Consistency • Wall • Info • Discussions • Photos • Videos • Events
  68. 68. Posts fed from Twitter
  69. 69. Facebook Ads • Better than Google? • Demand creation vs. Demand fulfilment • Can deliver very low ROI • Make sure you convert – (Opt-in?)
  70. 70. Site > Facebook • Send visitors to FB to make a long term connection – Like button – Share on FB • Feed content to FB to save time • Comments on your site show on Facebook • Log in using Facebook accounts • Balancing act…
  71. 71. Facebook > Site • Display Widgets – Activity – Friends • Facebook Comments • Invite FB followers to visit the site
  72. 72. Facebook Widgets
  73. 73. Offers on the Facebook Page
  74. 74. Data and Reporting • Detailed Analytics for a FB page • Can extend by adding tracking code to your web site
  75. 75. Facebook Insights
  76. 76. Facebook Demographics
  77. 77. Creating Interaction • Encouraging users to interact by – Invite participation – Talking / chatting – Special offers – Ask questions – Be personal
  78. 78. STA Page – good video
  79. 79. Redbull Page – good opt in
  80. 80. Main Points • Be consistent • Give value • Engage & entertain • Ask questions • Give them ownership • Build Community • Experiment
  81. 81. Don’t • Use business name for personal page • Sell to friends and family • Consider before feeding business tweets to your page • Expect to spread a very broad net • If concerned about security, keep DOB and address OFF.
  82. 82. Linkedin www.linkedin.com • Business focus • 227 million professionals • 40% of users check daily • Average user time, 17 minutes per month • 77% college / post-grad • £50k plus • Young = high earners
  83. 83. Linked in Personal Profile
  84. 84. Personal Profile • As thorough as possible • 100% complete • Image • Company page / logo • Use keywords
  85. 85. Size of Network • Size of Network 1. People you know well, what’s the point? 2. Wider but relevant group 3. As many as possible
  86. 86. Network Building • Invite • Groups • Questions & Answers • Endorsements
  87. 87. Features • Recommendations • Groups • Blog feeds • Answers
  88. 88. Recommendations
  89. 89. Linked in Groups
  90. 90. Questions and Answers
  91. 91. Company Page • Company info • Logo • Blog feed • News updates • Careers
  92. 92. Comprehensive Company Page
  93. 93. Linked in Stats
  94. 94. The Value? • Depth – Groups • Relevant • Not empty – Discussions – Questions and answers (best answer?) – Recommendations (not too blatant!) • Real sales? – yes • Recruits ? – yes
  95. 95. Conversion Rate LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30030/LinkedIn-277-More-Effective-for-Lead- Generation-Than-Facebook-Twitter-New-Data.aspx#ixzz1pm7cA3iW
  96. 96. Twitter www.twitter.com • What are you doing in 140 characters • People follow you if – You follow them (anyone, anywhere) – You issue regular interesting stuff • Make followers aware of events, news, offers. • Build reputation • Support other tweeters • Integrates = glue for Web 2.0 • Live feedback
  97. 97. A Twitter Profile
  98. 98. Celebs – Stephen Fry
  99. 99. Politicians – Barack Obama
  100. 100. Photo page background
  101. 101. Concepts • ID - @channel_com • Re-tweet RT @serefe4748 • Direct Message (DM) • Hashtags - #ff #falmouthbiz #justsaying • Trending Topics • Shorteners: TinyURL / bit.ly / goo.gl
  102. 102. To Do List • Set up account • Link to your web site • Add your photo or logo • Personalise and background • Find friends • Follow interesting people & interact • RT someone, try a hashtag • Create your own list • Try an app or two (Twitpic / Tweetdeck?) • Experiment share & enjoy
  103. 103. Twitter Applications • Tweet Deck – organise on your PC – http://www.tweetdeck.com • Schedule / respond – www.socialoomph.com • Twitterfeed – Import from RSS – http://twitterfeed.com • Twellow – Find users – http://www.twellow.com • Twitpic- Pictures on Twitter – http://twitpic.com • Tweet Minister – http://tweetminster.co.uk
  104. 104. Tweet Deck
  105. 105. Mobile Twitter
  106. 106. Widget on Page
  107. 107. Integration • Blog > RSS Feed • RSS Feed > Twitter (via Twitterfeed) • Twitter > – Facebook – Plaxo – FriendFeed – Linked In Status • Twitter > Web Site Status
  108. 108. Google + • Fast growing • Geeky but changing demographic • Increasingly important for search
  109. 109. Audience • Student / Geek - declining • Middle class with kids – growing
  110. 110. Google + Company Page
  111. 111. Figures • 300 million monthly users • % of total global social sharing, 3% • Active users per day not disclosed
  112. 112. Supports Schema • Authorship the most significant
  113. 113. Schema • Associates you as an “author” with websites • Enables them to benefit from your “authority”
  114. 114. Google+ • Improved clickthrough rates • Greater signals to Google around your content
  115. 115. SMM Cons • Blunderbus – not “laser targeted” • Many drop out • Lots of scams • Links are often “NOFOLLOW” • If behind a log-in, there is no SEO effect • A small proportion of your overall traffic
  116. 116. What else ? • Local search
  117. 117. Local Search – How ? • Google+ Places for Business • Verification of your name, address and postcode (NAP) • Free, but can be arduous…
  118. 118. Mobile
  119. 119. Mobile • Responsiveness – how does your site resize • All of it – shopping cart ? • Load times
  120. 120. So, in summary • Think about SEO • But also think about the users… • Use social, where it makes sense • Set up Google + and Local • Measure everything. With analytics…
  121. 121. Questions ?
  122. 122. Thanks • martin@channeldigital.co.uk • 01326 567150 • www.channeldigital.co.uk

×