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Decoding Digital Week 4: Online Awareness & Evaluation


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In week four we looked at how your customers find your brand, products and services online and how they evaluate your offering.

Topics covered included SEO (Search Engine Optimisation), Advertising, Social Media and Content Strategy.

Published in: Business, Technology, Design
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Decoding Digital Week 4: Online Awareness & Evaluation

  1. 1. Decoding Digital Week Four: Online Awareness and Evaluation
  2. 2. How to engage with us by webinar • Chat box – How to communicate with the chat box • Polls – How to participate with polls • Twitter – We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic 2
  3. 3. Where to contact us - #DigitalVic • We will be answering questions every Friday via YouTube/Twitter/Google Hangouts • Tweet us directly @Symphony3Think or use #DigitalVic in your tweet (not case sensitive!) • Post questions on Facebook: – Business Victoria page – Symphony3 Page • Connect with us on LinkedIn: – Fergal Coleman - – Sohal Khatwani - 3
  4. 4. Webinar schedule Week One: Digital Leadership (May 7) Week Two: Building the right digital foundations (May 14) Week Three: Understanding your customer (May 21) Week Four: How to generate brand awareness and position your products and services (May 28) Week Five: Ecommerce – making it easy for your customers to buy online (June 4) Week Six: How to support your customers online (June 11) Week Seven: How to engage your customers and create loyal advocates (June 18) Week Eight: Tying it all together – Developing your digital strategy(June 25) 4
  5. 5. Today’s Session: Online awareness & evaluation 1. How do customers become aware 2. What is SEO and why is it important 3. Generating awareness: How to generate traffic and sales to your website 4. Top 3 things to do to improve your SEO 5. Improving evaluation through content 6. Takeaways 5
  6. 6. Remember our customers 6
  7. 7. How do customers become aware? Customers may find out about your brand, product or service by any number of ways: • Search engines (a Google search for pages, images, videos, maps etc.) • Social media (posts, ads, shares, likes, comments, tweets etc.) • Advertising (search, display, video, social etc.) • Email campaigns • Online classifieds & listings (Yellow Pages, White Pages, True Local etc) • Word of Mouth • Print 7 } Even these are heavily related to online!
  8. 8. What is SEO? • SEO = Search Engine Optimisation • SEO is the process of improving a websites’ or web pages’ visibility on search engines like Google. • Ranking higher in organic (or “natural”) search results makes your website more visible to potential customers and searchers looking for your products, brand or service. 8
  9. 9. How Google Works 9 1. Google’s spider navigates the world wide web by crawling and indexing pages. – This means Google follows links from page to page and stores it in their bank of websites in folders based on different factors. 2. Google writes algorithms to understand what information you are looking for. Google shows you results from its bank. Results are ranked using 200 factors. 3. Google removes spam from its bank and keeps only the best results to show you. – More info here - archworks/thestory/index.html Source: Google
  10. 10. Natural (Organic) vs. Paid Search 95 Australia Search Engine Market Share – April 2014 Google Yahoo Bing Others Source: 10 PAID (ADWORDS) PAID (ADWORDS) ORGANIC (FREE) 80 – 90 % Clicks 10 - 20% Clicks
  11. 11. Why we talk about Google Australia Search Engine Market Share – April 2014 Google Yahoo Bing Others Source: 11
  12. 12. • Higher natural rankings builds trust among searchers. • 80% of websites are found through search engines (Source: Forrester Research). • Research suggests that if you’re not in the top 10 for your search terms your website is almost non-existent on the internet. • Users often perceive higher ranking sites to be of a higher quality and convert sales/enquiries more often. • SEO is about building brands that can be considered as an authority on their niche. • SEO helps brands last in the customer’s mind. Why Search Engine Optimisation (SEO)? 12
  13. 13. Positioning is important!! Above the red fold – 100 % viewed. Drops to 50% - 20% below the fold. Positioning is important!! Appear on Page 1 – More traffic = More leads! Appear on Page 2 – Less traffic = Less or no leads! Why high ranking matters 13
  14. 14. SEO Factors There are a number of factors that affect your rankings on search Engines like Google. However, these can be classified into three broad areas: 1. Content Layout & Optimisation 2. Crawlability (Can Google’s spider access my website?) 3. Backlinks (Social Media Shares, Links from high quality sites etc.) 14
  15. 15. SEO process: Content 15 Page content tips • Include keywords • Include meta tags • Have a clear page heading • Add clear sub-headings • Break up content in bullet points or numbers • Use images • Use video • Make it shareable (share icons) • Answer the questions that matter to your customers!
  16. 16. SEO process: Content Creating the right type of content is important for SEO performance 1. Use Google’s keyword planner tool to get ideas for keywords phrases to target. Remember – you need to have an account with Google. - More information - 16 Don’t forget to choose “show only closely related ideas”.
  17. 17. SEO process: Content 2. Include Meta tags on all pages of your website. There are major meta tags on a page: – Title tags – Description tags – Social meta tags – Alt tags (if your adding images to your page add alt tags). • They are important because it is the first things users see. They also help Google understand what the page is about. 17 Title Tag Description Tag
  18. 18. Social Meta Tags • Appearances are important on social media • Text, images and headings can often be edited • Take the time to make them look the part! 18
  19. 19. SEO process: Content 3. Ensure you focus on a topic and the quality of the content. While keywords are still important, use a set of keyword variations as opposed to just 1 or 2. Choose a topic that showcases your expertise and ensure your website’s product, service or blog page caters to that. • Why does the Apple fruit not show up when I search for “Apple” on Google? or Why does the skin care brand Dove show up when I search for Dove. 19
  20. 20. SEO process: Content 4. Focus on usability / responsiveness of your website. – Having a responsive website should not be optional. Think about your personas’. E.g. restaurant customers look for information when they out and about. Plus, Google recommends responsive websites! – When a user visits your site from a mobile or tablet and immediately return to search engine results pages, Google thinks that your site might not be the best choice for that keyword or phrase. – A responsive websites makes it easier for users to find, understand and share your content. 20
  21. 21. SEO process: Content 5. Use Google to showcase your business to local users. (local search is very good for business!) – Google Places - 21
  22. 22. SEO process: Content 6. Use Google Authorship to capture your niche online and build your expertise. – Add Google Authorship or Publishership to your content - 22 Which listings stand out?
  23. 23. • Nifty Lift is an elevating work platforms manufacturer based in Victoria. • Their website is usually found for non-brand terms like “ewp manufacturers” or “elevating work platforms manufacturers”. • This builds trust and credibility among potential prospects who are considering to work with them. 23 Case Study: Getting found for non-brand keywords BUILDS CREDIBILITY!
  24. 24. Case study: eBay – Affected by Google’s update 24 • Google’s latest update has left eBay with a major loss in rankings and search traffic. • Why? eBay created too many pages with limited content which not considered high quality by Google. Source: Larry Kim, CEO, Wordstream - ebay-2014-5
  25. 25. Top 3 things you can do to improve your SEO 1. Create a Google Authorship account and tie it to your website content 2. If you have a business location register for Google Places 3. Start regularly planning content on topics / themes related to your expertise 25
  26. 26. SEO process: Crawlability Below are some key steps to ensure your website is search engine friendly and you have the best chances of being found on Google 1. Add Google Webmasters tools to see how your website appears to Google. It should take no more than 5 minutes and can show you if your site is accessible to Google or not! More information here - 26
  27. 27. SEO process: Crawlability 2. Make sure your website has a clean URL structure. Most new websites have this enabled by default. However, if your on an old website consider upgrading or ask your developer to clear up the URL Structure. 27 SOURCE: ENVATO STUDIO
  28. 28. SEO process: Crawlability 3. Create an XML sitemap for your website and submit it to Google. – A sitemap is a directory of the pages on your website. – This allows Google to go through your whole site and not miss out on any pages. – Visit 28
  29. 29. The best practice SEO process: Crawlability 4. Submit your site to Google to ensure that all your website pages are found. Re- submit your site here - – Note: Only submit your site when there are major changes to the site and you want Google to know about it fast. Adding a new web page, updating content is not considered as major updates. If your website is already on Google then you do not need to do this – just add webmaster tools. 29
  30. 30. Case Study – Fine details matter! • A business had one line of incorrect code • This line of code blocked Google’s access to the site. • The business could not be found for 6 months • Result = LOSING BUSINESS • They removed the code and now their site is successfully being found on Google and generating enquiries. 30
  31. 31. • Backlinks are hyperlinks created on another site or social media that links back to a page on your website. • Google’s algorithm will find your website page more important if a number of high quality websites are referencing (or linking back to) your website. • For example, if you got a link from Sydney Morning Herald or an article in The Age linking back to you site talking about your services. 31 SEO Process: Backlinks
  32. 32. 32 Example: Infographic backlinks
  33. 33. 33 How: Open Site Explorer Visit
  34. 34. Backlinks Dos and Don’ts DO • Have a plan from where you can link back. For example, upcoming conferences, industry associations. • Add links back to your website on social media posts • Optimise your hyperlink text & avoid click here and read more • Create content that is people want to share or link to e.g. infographics • Include keywords in your links and URLs. 34 DON’T • Buy links • Link from your website back to your website – Yes. People do this! • Participate in link schemes (I will link to you if you link to me). • Avoid outsourcing backlinks – focus on creating quality content.
  35. 35. Forms of online advertising • AdWords: Display your website first for certain Google search terms • Display Ads: Display in the side bar of search engines and websites • Facebook: Promoted Posts, Display Ads, Sponsored Pages, Sponsored Stories etc • Twitter: Promoted tweets, promoted accounts • YouTube: Promoted video, in-video advertising • Paid Classifieds: e.g. Trading Post, Yellow Pages, Product-specific classifieds • Detailed List: Which kind of advertising is right for your business? 35
  36. 36. How much? • Online advertising is relatively cost effective (and measurable). You can decide the budget you want to spend, the time it is shown and even the city / suburb you are targeting. – Cost Per Click (CPC): You only pay when a viewer actually clicks the advertisement – Cost Per Impression (CPI): You pay every time the ad appears on a user’s screen • If you are on a budget and want to limit expenditure – start with CPC. • Advertising can be targeted to your specific customer personas (or the keywords used by those personas) • Targeted advertising creates more sales leads than untargeted advertising 36
  37. 37. Content • Once our customers have become aware of our brand, they need to evaluate our offering • For customers to evaluate your offering, you need to have good content • Remember: Content is also very important for SEO • Help customers compare your products and reduce perceived risks What is content? • Website content • Social media posts • Blogs • Text • Images • Videos • Articles • Downloads 37 All of these content types can be optimised and found by search engines!
  38. 38. The Content Sweet Spot 38 • Every time you post ask yourself: – Is this easy to consume? – Does it solve a problem for the consumer? (Scratch an itch) – Does it reinforce and support your expertise? Source: Vantage Marketing & Strategy
  39. 39. The top 5 question test One way to start with your content is to ask yourself: What are the top 5 things my customers want to know? i.e. What are the top 5 things I’m asked by customers? TELL THEM • There are no secrets on the internet – if you don’t tell them, someone else will. • Good content builds credibility and trust with the customer and helps you get found when they are searching for a solution. • Providing useful and relevant information to your customer will help: – Reduce perceived risks – Build trust – Bring more traffic and enquiries from your website 39
  40. 40. 40 Are you answering their question right away?
  41. 41. • We combine our blogs with simple videos to increase audience engagement • Including video and image in your website content helps your SEO efforts. Don’t forget to add Alt tags to describe your images so they are found on Google. 41 Showcase your expertise via blog posts
  42. 42. Content Dos and Don’ts DO • Have a plan • Post regularly • Be helpful • Be relevant • Be yourself • Use images • Use video • Include keywords • Answer the questions that matter to your customers! • Post in the right format • Hit the sweet spot 42 DON’T • Only talk about yourself • Spam • Criticise your competitors • Be rude or vulgar • Use poor grammar and English • Write a novel!
  43. 43. The Content Plan 43
  44. 44. • Ted’s Camera store have a ‘Teducation’ centre that helps customers compare and choose products 44 Example: Showcased expertise via YouTube videos
  45. 45. 45 Example: Create enjoyable content on social media
  46. 46. • Our aim is to build a niche in social media for local government . • We created an infographic for this niche and have since seen benefits via search engines. 46 Example: Building a niche via search engines FOUND ON IMAGE SEARCH
  47. 47. Business Victoria Resources How to improve your SEO ranking: technology/web-analytics-tools-and-tactics/improving-your-seo-ranking How to create a blog technology/how-to-build-a-website/setting-up-a-blog 47
  48. 48. Takeaways 1. Google’s SEO best practice guide - s/search-engine-optimization-starter-guide.pdf 2. Content Best Practice Guide – On Business Victoria’s website 3. Content Planning Template – On Business Victoria’s website how-to-become-a-digital-leader/decoding-digital-week-four 48
  49. 49. Have your say Tweet your questions with the hashtag: #DigitalVic Tweet us at @Symphony3Think Contact us at: Snapchat us at: Symphony3Think Email us at: 49
  50. 50. Weekly Q&A Every Friday 12:30 – 1pm YouTube? Google Hangout Q&A session Send us your questions before Friday to have them answered! Tweet your questions with the hashtag: #DigitalVic Tweet us: @Symphony3Think Facebook us: Snapchat us at: Symphony3Think Email us : 50
  51. 51. Next Week: How to get customers to buy online Same time next week! Wednesday June 4 : 12:30-1:30pm 51