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Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales

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In the third talk in our Digital Summer Series, Anthony Klokkou and Nikoo Sarrafan talked to local business people about using SEO and PPC to make more sales.

They discussed:
- strengths and weaknesses of both SEO and PPC
- tips for success
- useful tools

The next talk is taking place 29th July in Folkestone and will cover tracking digital marketing performance using Google Analytics and other tools. Click here to book your place - http://www.sleepinggiantmedia.co.uk/book-your-place-below/

Published in: Marketing, Technology, Design
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Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales

  1. 1. Digital Summer Series - 3 of 6 Using SEO and PPC to Make More Sales #gianttalks @anthonyklokkou @thenikoo
  2. 2. Set up in 2008/9 PPC, SEO and Social Now 30 people t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk GiantSleeping
  3. 3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The summer series -Talks will be running every month over the summer -Completely free -Covering various areas around digital marketing -Next month’s is on 29th of July and will be more focused around tracking performance of your digital marketing -Please feel free to use social throughout! -@sleepinggiantM #gianttalks 3
  4. 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Search Engine Optimisation -Where to start -Picking the right keywords -Tips for success -Measuring success - @AnthonyKlokkou
  5. 5. Where to start?
  6. 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is SEO 6 SEO or Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results PPC PPC SEO
  7. 7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm How it works -Lots of specific factors that Google uses to assess relevancy -On page SEO -Content, meta, internal linking -Off page SEO -Links back to the site, social engagement 7
  8. 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm On page 8 meta data, content
  9. 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Internal anchor text 9 Content about a particular article, then link to another article about Online Marketing using relevant anchor text within the post Page about online marketing
  10. 10. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Link principle 10 Your site Site A Site C Site B
  11. 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Social principle - Social signals! - Engagement & sentiment from the user - Engagement is key - Not just likes and followers 11
  12. 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Building links/engagement - Decide your target audiences and consider: - What would they be interested in - Who are their relevant key influencers - For SGM 12 Interest Topics Key Influencers Business Owners Driving revenue through search, Low cost search solutions @ukstartup, @kentbusinesses, @invictachamber Marketing Managers Customer acquisition using PPC, How to engage withYouTube @ppchero, @sejournal, @marketingland New To Search What is PPC? What is Search Marketing and how to use it? @googleanalytics, @moz, @adwords
  13. 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - strengths -Traffic is “free” -Potentially better ROI -If done officially positions are sustainable -Building a longterm asset -Broader reach than PPC potentially 13
  14. 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 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 14
  15. 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 15 Picking the right Keywords
  16. 16. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Picking the right keywords -Things to consider: -What will my target audience be searching for? -What terms describe my product/service? -Where do my competitors appear? -Search volumes? 16
  17. 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Picking the right keywords -Things to consider: -Adwords Keyword Planner - https://adwords.google.ca/KeywordPlanner -Keyword Spy - www.keywordspy.co.ukSearch volumes? 17
  18. 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Picking the right keywords -Consider volume, competition and suggested bid: 18
  19. 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five 19 Tips for Success
  20. 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - tips for success -Pick the right terms to target -DON’T buy links! -Don’t trust guarantees -Content is King -Social is Queen -Using internal anchor text -Find a balance -Use tools to help you 20
  21. 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Tech tools 21 No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result. moz - http://moz.com Screaming frog - http://www.screamingfrog.co.uk/seo-spider/ Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner Social Bro - http://www.socialbro.com majestic - http://www.majesticseo.com analytics - http://www.google.com/analytics/ Hootsuite - https://hootsuite.com
  22. 22. Measuring Success
  23. 23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Google Analytics - What is Google Analytics? 23
  24. 24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Google Analytics - How do I get Google Analytics? - It’s free - you just need a Google account - Add a simple tag to every page of your website - Most CMS will do this for you - Accrue some data 24
  25. 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Google Webmaster Tools -Another free tool from Google -Easy to setup -Gives guidance and performance feedback 25
  26. 26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Pay Per Click -Strengths -Weaknesses -Optimisation
  27. 27. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Pay per click -Is it right for your business? -Tips on setting up an account -Tips on managing and optimising your account 27
  28. 28. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 28 PPC PPC SEO
  29. 29. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? -It’s all about relevance 29 £14 £15 £13 £12 £11 £10 £9 £8
  30. 30. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm General principle -Relevancy ! -Search Query - Advert - Landing page 30
  31. 31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Getting started -What do you sell? -What else does your customer call it? -What makes you the most money? -Where do you sell your product / service? -Refer to your site’s navigational structure to start with. 31
  32. 32. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Getting started - Use Google Tools, such as the Keyword Planner, to get you started. - Get Keyword and Ad group Ideas based on your key terms. - Get search volume estimates. 32
  33. 33. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Shoes Red shoes red converse trainers ShoesAds Shoes Red shoes Red shoes red converse trainers red converse trainers ad group ad group ad group Landing page Keyword Relevancy & quality score 33
  34. 34. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What to avoid -All keywords In one ad group -All ad groups in one campaign -Irrelevant ad copy / landing pages -Not monitoring or optimising frequently. 34
  35. 35. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Landing pages 35 Things to consider: ! -Page Layout ! -Conversions / Sales ! -Content !
  36. 36. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC strengths - Fast to setup - Easy to learn, difficult to master - Huge amount of control over the targeting - Can be switched on or off when ever you like - Google rewards relevance - You can set maximum budgets 36
  37. 37. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC weaknesses -It costs per click and 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 37
  38. 38. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Adwords Editor -Offline management -Quicker and easier -Can back up the account 38
  39. 39. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Search Query Report -SQRs help you find new terms -What your customers are actually typing in 39
  40. 40. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Other engines -Only use them once you are sure you are doing a pretty good job with Google! 40
  41. 41. Thanks for listening, any questions? ! Next event 29th of July Tracking performance – Google Analytics and other tools ! This presentation will be sent out to attendees
  42. 42. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Shepway Apprenticeship Scheme •  Grants of up to £1,500 per apprenticeship offered to Shepway businesses recruiting Shepway residents as full-time apprentices. •  Over 160 apprenticeships supported through the scheme since April 2012. •  For further information contact Jeremy Whittaker – 01303 853375 – jeremy.whittaker@shepway.gov.uk 42

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