SEO, Social Media & Content marketing

1,243 views

Published on

Free Webinar from Neil's Recruitment / iProspect on SEO, Social Media and Content Marketing, by Mark Byrne at iProspect.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

SEO, Social Media & Content marketing

  1. 1. » IPROSPECT
  2. 2. AGENDA1. iProspect SEO team2. Introduction to SEO3. Covering off the basics4. SEO in 20135. Who we’re looking for6. Questions
  3. 3. MARKET LEADING SEO TEAM 65+ SEO Fully integrated with specialists other channelsSEO expertiseacross all verticals  Google Analytics Certified Dedicated algorithm World class testing team link building
  4. 4. SEO PRODUCT BREAKDOWN VIDEO CONTENT CREATION TOOLS @ SEM MARKETING & OPTIMISATION SOCIAL SEARCH INSIGHT MOBILE SEMCLIENT IMMERSION GOOGLE PLACES FACEBOOK TECHNICAL INTERNATIONAL DAYS OPTIMISATION VISIBILITY SEO LINK BUILDING SEO
  5. 5. MARKET LEADING SEO TEAM
  6. 6. » Introduction to SEO
  7. 7. A SEO DEFINITION“The process of improving the volume and/or quality oftraffic to a web page by making it appear more relevant for a specific search query”
  8. 8. INTRODUCING THE SERP Paid Search Results SEO / Natural / Organic Results
  9. 9. SEO & PCC HAVE DIFFERENT STRENGTHS & WEAKNESSES Natural Paid Unpaid, not commercial Pay per click Ranking determined by algorithm Ranking determined by live ‘auction’ Algorithm rewards relevance Auction rewards relevance AND bid System determines text displayed Advertiser chooses text displayed Can take time to rank for competitive Enables immediate presence in search keywords engine results
  10. 10. WHY DOES IT MATTER – BRAND AWARENESS of users expect leading brands 71% to be on top of the search results page of users believe high ranking is tied to the 36% trustworthiness of the company
  11. 11. » SEO 101 – Covering off the basics
  12. 12. HOW DOES SEO WORK? Ranking impactFundamental importance Crawlability Content Credibility Is your content relevant forCan Search Engines access Is your page the most users and optimised forand index the site’s content? authoritative on the web? Search Engines? Indexed Relevant Authoritative
  13. 13. CRAWLABILITY OF YOUR SITE Ranking impact Crawlability Is your site and the sitecontent accessible to search engines?
  14. 14. CONTENT DETERMINING SEARCHER INTENT AND DELIVERINGRELEVANT, FRESH CONTENT ContentIs your content relevant for users and optimised for Search Engines?
  15. 15. KEYWORD RESEARCH Long Tail Long Tail Short Tail Search Volume Reality of Importance to What Competitors Keyword Difficulty Current Position Obtaining Top 5 Client +1,000 Don’t Target Result
  16. 16. BUILDING RELEVANCY INTO YOUR PAGES Page TitleMeta Description URLInternal LinkingPage HeaderBody Content Image Alt
  17. 17. CREDIBILITY OF YOUR SITE Ranking impact Credibility Is your page the most authoritative on the web?PA: Page Authority www.domain.com/page/DA: Domain Authority www.domain.comBBC PA 97 1,417,482 links DA 100iProspect PA 52 1,954 links DA 42
  18. 18. GETTING THE RIGHT MIX OF RELEVANT AND AUTHORITATIVE WEBSITESGood diversity of linking sites Automotive lifestyle Natural Link Profile
  19. 19. BUILDING A NATURAL / OPTIMAL LINK PROFILE Social Online content Interactive Topic Curation Bookmarking releases Infographics Directory Blogger Community Widgets Submissions Outreach Engagement
  20. 20. » 2013 and beyond
  21. 21. “Google updates it’s algorithm over 500 times a year”
  22. 22. MEANING THE LANDSCAPE IS CHANGING DRAMATICALLY
  23. 23. AND THAT WAS BEFORE THESE TWO CAME ALONG . .Copyright © 2011, iProspect, Inc. All rights reserved.
  24. 24. THE SOLUTION A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.
  25. 25. REDEFINING WHAT ‘CREDIBILITY’ MEANSSocial influences these:
  26. 26. GETTING THOSE SOCIAL SIGNALS
  27. 27. ANYONE HEARD OF CONTENT MARKETING?
  28. 28. LINK BUILDING CASE STUDY . . . BACKGROUND STRATEGY RESULTSThomas Cook wanted to move away We developed a detailed site Following the successful launch of thefrom their incumbent SEO agency due migration plan and worked with new site 90% of the 300+ targetto a lack of confidence in their Thomas Cook to ensure site keywords ranked on page 1 of Googleapproach. hierarchy, IA, content and code was (up from 50%). consistent with SEO best practice toWith a large web migration project drive maximum value from the Non-brand traffic increased by overdue to be launched, Thomas Cook project. 150% YoY, with a 60% increase inappointed us to provide technical SEO bookings.consultancy to manage this process At the same time we negotiated andand an evolved link building plan to placed content on high value media The organic search channel has beenboost performance of new pages. sites and highly relevant travel blogs the strongest performing channel in to increase ranking visibility for target 2012 due to the huge growth in non- terms. brand traffic.
  29. 29. CREATING ENGAGING CONTENT
  30. 30. THOMAS COOK – JANUARY 2013, RESOLUTION CALENDAR 43 Blogger Links 1,331 Facebook Likes 189 Tweets
  31. 31. . . . AND PLACING ON HIGH AUTHORITY WEBSITES
  32. 32. LINK BUILDING CASE STUDY . . . BACKGROUND STRATEGY RESULTSThomas Cook wanted to move away We developed a detailed site Following the successful launch of thefrom their incumbent SEO agency due migration plan and worked with new site 90% of the 300+ targetto a lack of confidence in their Thomas Cook to ensure site keywords ranked on page 1 of Googleapproach. hierarchy, IA, content and code was (up from 50%). consistent with SEO best practice toWith a large web migration project drive maximum value from the Non-brand traffic increased by overdue to be launched, Thomas Cook project. 150% YoY, with a 60% increase inappointed us to provide technical SEO bookings.consultancy to manage this process At the same time we negotiated andand an evolved link building plan to placed content on high value media The organic search channel has beenboost performance of new pages. sites and highly relevant travel blogs the strongest performing channel in to increase ranking visibility for target 2012 due to the huge growth in non- terms. brand traffic.
  33. 33. » Who we’re looking for
  34. 34. WHO WE’RE LOOKING FOR
  35. 35. NEXT STEPS• Case study demonstrating: –You’ve resourceful . . . you’ve an appetite to learn, you’ve researched SEO and other digital channels, you understand the basics –You’re analytical – you think about all the different data points you can use to back up your strategy, and you’re capable of using excel to demonstrate this –You’re creative and have loads of innovative ideas for an offsite strategy• Interviews to talk through your presentation and strategy
  36. 36. NEXT STEPS Q&A SEO Proposal Final Interview With Neil and myself To a member of the with iProspect on the Q&A panel iProspect team Exec Board below Training Schedule Offer of - workshops, online Intro to Clients Employment courses, hands-on Integrated into the From iProspect client work, client facing side of team conferences and SEO shadowing
  37. 37. » Questions?

×