Overview of SEO, PPC and Social Media

511 views

Published on

Sleeping Giant Media managing director, Luke Quilter, was asked to be a guest speaker at the Business Breakfast, part of the East Kent B2B conference in Canterbury.

In his presentation, Luke gives an introduction to search engine optimisation (SEO), pay per click (PPC) and social media.

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

  • Be the first to like this

No Downloads
Views
Total views
511
On SlideShare
0
From Embeds
0
Number of Embeds
90
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Overview of SEO, PPC and Social Media

  1. 1. Presented by: Luke Quilter Overview of SEO, PPC and Social Media Friday, 13 September 13
  2. 2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Introduction -What channels are we talking about? -Strengths, weaknesses, potential uses -Can they be used in a B2B environment? -Video presentation is available via our website should you miss anything! 2 Friday, 13 September 13
  3. 3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Some of our clients 3 Friday, 13 September 13
  4. 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 4 The aim of search and social is to get relevant traffic to your site Friday, 13 September 13
  5. 5. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 4 With the ultimate focus of getting more customers and growing your business Friday, 13 September 13
  6. 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 4 PPC SEOSocial Website Friday, 13 September 13
  7. 7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Why I love digital -All the rules of marketing still apply -Search -Active customers -Real time decision making -Social - Conversational, bring in your personality -Creative application wins out 5 Friday, 13 September 13
  8. 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC -Strengths -Weaknesses -B2B applications Friday, 13 September 13
  9. 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What areas 7 PPC PPC SEO Friday, 13 September 13
  10. 10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk General principle -Relevancy -Search Query - Advert - Landing page 8 Friday, 13 September 13
  11. 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC Strengths - Fast to setup - Data received almost real time (2 hour lag) - Easy to learn, difficult to master - Huge amount of control over the targeting and display settings - Can be switched on or off when ever you like - Google rewards relevance 9 Friday, 13 September 13
  12. 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC Weaknesses -It costs per click and it’s easy to spend a lot of money quickly -Google doesn’t really help you out in that regard -Lots to learn, it changes quite regularly -No real demographic targeting 10 Friday, 13 September 13
  13. 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 11 PPC page SEO page Traffic Relevancy Friday, 13 September 13
  14. 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 11 PPC page SEO page Traffic Relevancy Friday, 13 September 13
  15. 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 11 PPC page SEO page Traffic Relevancy Friday, 13 September 13
  16. 16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Search Query Report -SQR’s help you find new terms -What your customers are actually typing in 12 Friday, 13 September 13
  17. 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Other engines -Time Vs reward -Only use them once you are sure you are doing a pretty good job with Google! 13 Friday, 13 September 13
  18. 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk B2B environment - As ever ask, Who is your customer? - How can you assess the value of the traffic? - Phone tracking - Ask inbounds - Analytics - All hours of targeting 14 Friday, 13 September 13
  19. 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO -Strengths -Weaknesses -B2B applications Friday, 13 September 13
  20. 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What areas 16 PPC PPC SEO Friday, 13 September 13
  21. 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk How it works -Lots of specific factors that Google uses to asses relevancy -On page SEO -Content, meta -Off page SEO -Links back to the site 17 Friday, 13 September 13
  22. 22. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Link principle 18 Your site Site A Site C Site B Friday, 13 September 13
  23. 23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Link principle 18 Your site Site A Site C Site B Friday, 13 September 13
  24. 24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Link principle 18 Your site Site A Site C Site B Friday, 13 September 13
  25. 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Link principle 18 Your site Site A Site C Site B Friday, 13 September 13
  26. 26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk On page 19 meta data, content Friday, 13 September 13
  27. 27. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - strengths -Traffic is “free” -Potentially better ROI -If done officially positions are sustainable -Building a long term asset -Broader reach than PPC potentially 20 Friday, 13 September 13
  28. 28. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - weaknesses -Takes time to build traffic -Less targeting capabilities compared to PPC -The rules change - takes time to understand and interpret them -No one fully understands the rules, not even Google -Pages are often content heavy 21 Friday, 13 September 13
  29. 29. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - Tips for success -Pick the right terms to target -DON’T buy links! -Don’t trust guarantees -Content updates to the site regularly (blogs) -Using internal anchor text -Find a balance -Use tools to help you 22 Friday, 13 September 13
  30. 30. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk B2B Applications -Likely to be more technical language than the B2C market -Blogs are great -Remember however that not everyone knows the industry terms! -What questions do your customers always ask you? 23 Friday, 13 September 13
  31. 31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social Media -Strengths -Weaknesses -Tips for success Friday, 13 September 13
  32. 32. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The options 25 Friday, 13 September 13
  33. 33. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social - Strengths -Building of rapport - trust -Can reach a huge audience -Adds value to the brand -Can reduce costs on other channels 26 Friday, 13 September 13
  34. 34. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social Weaknesses -Not generally a direct sales channel -Not intent based generally -Potential for complaints -Can do harm if not run well -Quantifying performance is still a problem, expensive to track 27 Friday, 13 September 13
  35. 35. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Google+ -Impact on search results -Good interface -B2B and B2C 28 Friday, 13 September 13
  36. 36. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social - Tips for success -Have a story -Pick 6 content topics -Develop a tone of voice -Plan the activity, delegate roles within your business -Link back to your site for selling -Integrate with other channels 29 Friday, 13 September 13
  37. 37. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Summary points -Remember who your customer is? -Select your keywords and content topics based on what they would look for -Their use of the channel is likely to increase -Search is all about relevancy -Social is a growing area, with impacts that impact search engine ranking 30 Friday, 13 September 13
  38. 38. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Where to get more information? -www.sleepinggiantmedia.co.uk -Clients section (B2B case studies) -Blog section (industry related updates and tutorials) -Youtube - PPC, SEO and Social explained videos 31 Friday, 13 September 13
  39. 39. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Thanks for your time -LIVE SEO audits throughout the day -Expert panel at the end of the day -Any further questions? Friday, 13 September 13

×