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ReadingSEO Master Deck - 23rd January

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ReadingSEO Master Deck - 23rd January

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ReadingSEO Master Deck - 23rd January

  1. 1. @ReadingSEO Website: ReadingSEO.org Karen Julia (SEO Consultant - PhotoSEOLab) Helen Pollitt (Managing Director - Arrows Up) Nat Arney (SEO Manager - Alternative Airlines)
  2. 2. @ReadingSEO Website: ReadingSEO.org SCHEDULE: ● Take your seats ● Niche down vs Numbers up! - Karen Julia ● In House vs Agency. Fight?! - Natalie Arney ● *Break* ● Standing on the shoulders of giants: beating the big companies at SEO - Helen Pollitt ● Questions ● Finish up all the food & booze Karen Julia (SEO Consultant - PhotoSEOLab) Nat Arney (SEO Manager - Alternative Airlines) Helen Pollitt (Managing Director - Arrows Up)
  3. 3. @ReadingSEO Website: ReadingSEO.org House Rules: ● Mobile phones on silent please! ● Questions not comments ● Don’t interrupt the speakers ● Don’t leave half way through a talk ● Fire exits & Toilets Karen Julia (SEO Consultant - PhotoSEOLab) Nat Arney (SEO Manager - Alternative Airlines) Helen Pollitt (Managing Director - Arrows Up)
  4. 4. @ReadingSEO Website: ReadingSEO.org Up First: Niche down vs Numbers up! Karen Julia (SEO Consultant - PhotoSEOLab)
  5. 5. Niche Down, Numbers Up! The benefits of embracing an SEO niche
  6. 6. Niche Down, Numbers Up It’s easier that ever to start an SEO business. The easier it is to set up any type of business, and the lower the entry requirements, the more saturated a market becomes.
  7. 7. Niche Down, Numbers Up: Marketing in 2020 Recent research by Hubspot shows that generating traffic and leads was the biggest challenge faced by marketers, followed by proving ROI.
  8. 8. Niche Down, Numbers Up! What if there was a way to: ● Reduce your competition ● Make lead acquisition easier ● Increase profits ● AND have more fun?
  9. 9. Niche work, if you can get it!
  10. 10. Hey! I’m Karen! I Specialise in working with photographers. Specifically wedding photographers. ● Wedding photographer since 2005 ● Photographed 423 weddings ● Started learning SEO in 2007 ● Hit by first roll out of Panda in 2012 ● Started over in 2014 ● Providing SEO services to the photography industry since 2015
  11. 11. Wedding Photography Niche Stats Research by SLR lounge est. the number of wedding photographers in the USA alone at approx 50k. Based on: ● 2.4 million weddings ● 50% of the weddings having a photographer ● 21 weddings per photographer. I work with clients in the USA, UK, Europe, New Zealand, Australia and Canada.
  12. 12. Know niche way the wind blows
  13. 13. Finding Your Niche Now that you know niching down with help your clients and reduce your competitors, how do you decide on a niche? ● Choose an area you have a personal interest or expertise in. ● Find the pain points in that industry ● Create solutions to solve those problems with SEO ● Deliver value to the community
  14. 14. Reduce Your Competition A quick Google Search shows: ● SEO Services: 479,000,000 Results ● Local SEO: 291,000,000 ● Photography SEO: 324,000,000 ● Wedding Photography SEO: 20,300,000 ● Wedding SEO: 49,600,000 ● Cycle shop SEO: 11,600,000 ● CBD SEO: 13,700,000 ● Cannabis SEO: 4,310,000 ● White label SEO: 32,600,000
  15. 15. Google Trends
  16. 16. Google Trends
  17. 17. Google Trends
  18. 18. Niche to see you, to see you, niche!
  19. 19. Niche Down, Numbers Up! Those key benefits again: ● Reduce your competition ● Make lead acquisition easier ● Increase profits ● AND have more fun?
  20. 20. Make Lead Acquisition Easier Being an expert in your niche: ● Makes marketing and networking easier ● Allows you to connect with a potential clients risk aversion ● Makes you the least risky choice ● Means that clients come to you after having negative experiences because you’re seen as a trusted option ● The risk of NOT booking you becomes too high
  21. 21. Increase Profits The harder you niche, the better your profit margins tend to be. By niching down, you: ● Reduce variables ● Can create simpler systems ● Simplify individual tasks ● Make outsourcing admin tasks easier (I’d recommend a company called Freeeup to source talented contractors) ● Avoid the ‘feast or famine’ cycle by creating a wait list, that in turn creates more demand.
  22. 22. Turnover for vanity, profit for sanity Duncan Bannatyne
  23. 23. Increase Profits When designing your niche SEO business: ● Design with profits first ● Create systems that support outsourcing ● Create systems with built in time efficiency ● Track time precisely ● Review financials regularly ● Build cash reserves ● Know your profit margins! ● Aim for 50% margin as a minimum ● Margin calculator tool: https://www.omnicalculator.com/finance/margin
  24. 24. Get niche or die tryin’
  25. 25. Learn more at: photoseolab.com/reading-seo-2020
  26. 26. @ReadingSEO Website: ReadingSEO.org Up Next: In House vs Agency. Fight?! Nat Arney (SEO Manager - Alternative Airlines)
  27. 27. Hi, I’m Natalie (Nat)... Natalie Arney @__nca
  28. 28. I’ve worked agency side and in house, for brands including... Natalie Arney @__nca
  29. 29. Let’s Talk About In House vs Agency... Natalie Arney @__nca
  30. 30. Different Types of In Housers... ● Fully In House (no agency support) ● Small in house (agency does ‘the work’) ● Agency support ● Soft touch agency Natalie Arney @__nca
  31. 31. Why do both exist? Why not?! ● Cost ● Efficiencies ● Location Natalie Arney @__nca
  32. 32. What Delivers ROI? … it depends! Natalie Arney @__nca
  33. 33. Benefits of Agency ● Strategies have been tried and tested ● Tasks are prioritised over the people’s skillset (ie if someone can’t do something, someone else can) ● Ease of handover if someone leaves ● Wider talent pool ● Tools ● Cutting edge, up-to-date ● Support from other channels Natalie Arney @__nca
  34. 34. Downsides to Agency ● Slow communications ● Communication barriers - eg account management teams rather than direct access to specialists ● Too many cooks ● Not enough time ● Expensive ● Other clients may take priority ● Clients expect the world for their money ● Competitors ● Ownership of content and data Natalie Arney @__nca
  35. 35. Natalie Arney @__nca
  36. 36. Benefits of In House ● Agility ● Ability to form close relationships with stakeholders and internal teams ● Full understanding on the brand and products offered ● Have full control over process at all times ● More time to spend deep diving ● You own your work Natalie Arney @__nca
  37. 37. Downsides to In House ● If things go wrong - it’s down to YOU! ● You might be the only SEO within the whole company ● You may have to do non-SEO work to help out ● People won’t know or understand exactly what you do ● Same eyes on long term projects ● Strategies vs skills ● Employment gaps Natalie Arney @__nca
  38. 38. In house agency Natalie Arney @__nca
  39. 39. How Can the Two Work Together? ● Training and workshops ● Use technical advisors to win over stakeholders and decision makers ● Making connections with others within the business (eg dev) ● Spending time together - agency specialists to spend time on site with client, and client to spend time at the agency Natalie Arney @__nca
  40. 40. How About Moving Roles? What’s different when moving in house from agency? ● Timesheets! ● Accountability ● Less paperwork (depends on the company) ● Direct influence on your work ● YOU and your team are the experts! It took me a little while to adjust to in house culture, but once I got here, I took it and ran with it! Natalie Arney @__nca
  41. 41. The Answer? … it depends! Natalie Arney @__nca
  42. 42. Want a new in house role? Alternative Airlines is recruiting for an SEO Manager More details here: https://www.alternativeairlines.com/work-with-us …. Or feel free to speak to me! Natalie Arney @__nca
  43. 43. @ReadingSEO Website: ReadingSEO.org Up Next: Standing on the shoulders of giants: beating the big companies at SEO Helen Pollitt (Managing Director - Arrows Up)
  44. 44. Standing on the shoulders of giants: beating the big companies at SEO Helen Pollitt @helenpollitt1 @ArrowsUpUK
  45. 45. SEO training | Consultancy | Team building Helen Pollitt Managing Director 10+ years in marketing SEO with a tech and strategy focus Want to change the world (of SEO education)
  46. 46. WHAT IS THE PROBLEM? Small business vs giant competitor
  47. 47. @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk Lacking resources
  48. 48. Lacking focus @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  49. 49. @helenpollitt@ArrowsUpUwww.rrowsup.co.uk Lacking budget @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  50. 50. THE LIES WE’VE BEEN TOLD? What doesn’t matter
  51. 51. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Doman age matters @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  52. 52. @helenpollitt@ArrowsUpUwww.arrowsup.co.u PPC makes a difference @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  53. 53. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Google favours big brands @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  54. 54. WHAT MAKES THEM GIANT? What do they have that you don’t
  55. 55. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Brand name @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  56. 56. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Brand association @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  57. 57. @helenpollitt@ArrowsUpUwww.arrowsup.co.u @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  58. 58. @helenpollitt@ArrowsUpUwww.arrowsup.co.u @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  59. 59. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Digital PR @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  60. 60. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Marketing teams @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  61. 61. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Experienced leadership @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  62. 62. @helenpollitt@ArrowsUpUwww.arrowsup.co.u They’re rich @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  63. 63. HOW ARE THEY NOT ALL THAT? All giants can fall
  64. 64. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Slow @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  65. 65. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Stuck by bureaucracy @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  66. 66. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Legacy mess @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  67. 67. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Restrictive brand tone @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  68. 68. THE STRATEGY How you’ll make your mark
  69. 69. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Move when they can’t @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  70. 70. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Learn from their mistakes @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  71. 71. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Bring the fight to your turf @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  72. 72. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Don’t be afraid to iterate and experiment @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  73. 73. FINDING YOUR SECRET WEAPON What will differentiate you
  74. 74. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Link analysis @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  75. 75. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Content audit @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  76. 76. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Gap analysis @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  77. 77. @helenpollitt@ArrowsUpUwww.arrowsup.co.u What to compete on @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  78. 78. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Format gap analysis @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  79. 79. SHOWING UP IN THE SHADOWS Being seen in the SERPs when you can’t rank first
  80. 80. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Make more of video @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  81. 81. @helenpollitt@ArrowsUpUwww.arrowsup.co.u YouTube time stamp @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  82. 82. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Audio @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  83. 83. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Images @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  84. 84. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Optimise for Google Images @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  85. 85. @helenpollitt@ArrowsUpUwww.arrowsup.co.u What formats are ranking? @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  86. 86. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Make your meta better @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  87. 87. @helenpollitt@ArrowsUpUwww.arrowsup.co.u @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  88. 88. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Dominate the real estate @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  89. 89. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Organic e-commerce listings “popular products” @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  90. 90. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Featured snippet @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  91. 91. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Wikipedia @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  92. 92. @helenpollitt@ArrowsUpUwww.arrowsup.co.u @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  93. 93. @helenpollitt@ArrowsUpUwww.arrowsup.co.u @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk Optimise for local
  94. 94. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Favicons @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  95. 95. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Re-use and improve content @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  96. 96. STAY IN FORMATION Keeping your team on track
  97. 97. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Close the silos @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  98. 98. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Spend time researching what your audience wants @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  99. 99. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Learn how your audience talks @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  100. 100. MAKING IT TO FIRST PLACE Outranking the outrankable
  101. 101. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Keep an eye on trends @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  102. 102. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Optimise for future searches @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  103. 103. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Longtail for the win @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  104. 104. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Keep niche @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  105. 105. @helenpollitt@ArrowsUpUwww.arrowsup.co.u Hyper-relevant backlinks @helenpollitt1@ArrowsUpUKwww.arrowsup.co.uk
  106. 106. SEO training | Consultancy | Team building Helen Pollitt Managing Director 10+ years in marketing SEO with a tech and strategy focus Want to change the world (of SEO education)
  107. 107. @ReadingSEO Website: ReadingSEO.org Karen Julia (SEO Consultant - PhotoSEOLab) Helen Pollitt (Managing Director - Arrows Up) Nat Arney (SEO Manager - Alternative Airlines)

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