Business Inspired - SEO & Social Media


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Business Inspired - SEO & Social Media

  1. 1. Getting The Most From Your Website Business Inspired - Frome Jon Payne, Noisy Little Monkey| February 2013
  2. 2. WHO IS THIS DREAMBOAT? Jon Payne Over 12 years in Online Marketing Founder of… Noisy Little Monkey Ltd Digital Marketing Agency
  3. 3. NOISY LITTLE WHAT? Noisy Little Monkey Ltd Search & Social Media Agency Winner: Best Innovation Finalist: Best Recruitment Campaign
  4. 4. consult research traindo report
  5. 5. Who’d Trust A Monkey? Over 80 businesses, charities and government bodies in Europe, North America & Africa
  6. 6. On Page SEO Off Page SEO Social Media Outreach Conversion Rate Optimisation Techie Armoury
  7. 7. No 1 on Google isn’t the goal today This is Google’s search page in 2001. Getting no 1 on here was easy.
  8. 8. gGetting No 1 on here? Which bit actually is No 1? Things. Not strings.
  9. 9. g Introducing The Knowledge Graph
  10. 10. GOOGLE READS ALL YOUR CONTENT quality and relevance are key
  11. 11. gA site that is accessible makes the web a better place for everyone. This is a good thing. How does Google determine relevance? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images. (Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad.
  12. 12. g How does Google determine relevance?
  13. 13. gDon’t change your domain name to match a popular search without setting up 301 redirects first Domain level indicators
  14. 14. gIf your website isn’t built like this, you need to get a new website. Seriously. Search terms in the file path
  15. 15. gThis also shows on Google’s results page, so make it snappy, useful and attract the click! Search terms in the Page Title
  16. 16. gMake sure your site is accessible for blind people – this mustn't be an image! AND don’t waste the space by saying ‘Welcome to our site’ Search terms in the Page Headline
  17. 17. gMake sure your site is accessible for blind people – label all images Search terms in the Alt Text
  18. 18. gUse synonyms and keep it readable for humans. Don’t just stuff search terms in here Search terms in the copy
  19. 19. gView Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source” A Meta Description which ATTRACTS THE CLICK Becomes this on Google
  20. 20. YOUR PAGE MATCHES A SEARCH when it is good quality and highly relevant
  21. 21. g I don’t know how people search model: su novia
  22. 22. g Maybe I can help? Compare volumes… ignore the numbers
  23. 23. g Thanks, Google! model: su novia
  24. 24. gSearch Demand Curve courtesy of SEOmoz Aim low(ish). Seriously.
  25. 25. On Page SEO Off Page SEO Social Media Outreach Conversion Rate Optimisation Techie Armoury
  26. 26. g How does Google search work?
  27. 27. g Links? The bits of a web page that, when clicked, will take you to another web page or fire off an event
  28. 28. g Internal links When page a links to page b, page a bestows some of its authority onto page b
  29. 29. g Outbound links You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
  30. 30. YOU’VE PROBABLY HEARD THIS ONE “The more links you have, the higher you will rank”
  31. 31. g That’s bull!
  32. 32. g Inbound links Cool! So long as this other site is trusted and not nasty / spammy
  33. 33. g Reciprocal links Beloved of ‘SEO’ companies. Unless there is a ‘real world’ partnership , you could be penalised by Google
  34. 34. Your site BBC lots of links to it, so it has lots of authority Local Chamber of Commerce Few people link to it, but those that do are trustworthy Link Farm Loads of links to it, but mainly reciprocal and quite a few questionable links g Links pass authority Cultivate links from trusted websites, they pass more authority
  35. 35. Your site BBC Local blog Business partner Local press Trade magazine Local Chamber of Commerce g Links pass authority A diverse, but relevant, set of linking websites is best
  36. 36. g Don’t waste homepage links Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
  37. 37. g Get inbound links to important pages Your homepage will always rank well, so give deeper, important pages some love
  38. 38. g I can’t get a link from Auntie Beeb model: su novia
  39. 39. • Links essential to online journalism • BBC strategy to double outbound links from 10m to 20m a month by 2013 g Au Contraire Russell Smith Editorial Development BBC News Website @Russell__Smith
  40. 40. g Thanks, Russell! model: su novia
  41. 41. • Number 5 on Google UK • Number 1 on Google UK • Number 8 on Google UK g Keep it natural Is this reflected on news sites, social media, search volumes?
  42. 42. On Page SEO Off Page SEO Social Media Outreach Conversion Rate Optimisation Techie Armoury
  43. 43. GOOGLE READS ALL YOUR CONTENT quality and relevance are key (again)
  44. 44. Become A Lebeouf Brand Be everyflippingwhere BTW – when you’re in the room, you don’t need to read these bits…
  45. 45. Talk about brand loyalty Turn Customers Into Beleibers
  46. 46. It’s So Spreadable Your audience is already segmented into groups who’ll spread different elements of your message
  47. 47. For Market Intelligence Learn what people are saying about your brand, your competitors Respond accordingly
  48. 48. Authority Seed content that gets shared by, mentioned by and links from real people will get you rank on Google
  49. 49. More Web Traffic, More Leads, Less Money Seriously. Investment in intelligent use of social media gives you long term return in terms of visitors to your site and long term Google ranking
  51. 51. Doing The Usual Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
  52. 52. Getting Imaginative 22% additional unique visits to the website
  53. 53. Short Term Campaign User Generated Content (UGC), well seeded. Genuine interaction with audience. Seeded with influencers online and offline
  54. 54. It’s Bootsy, baby Feel free to use YOUR FAVOURITE bass player when pitching
  55. 55. Keep The Audience Engaged 3 times the traffic
  56. 56. • A multi platform approach – With success on one platform, feeding success on other channels and platforms • Engagement with existing customers for brand loyalty • The platforms help your message become ‘viral’ • Listen, engage, improve perception of your brand • Builds the social authority of your brand • Like good PR, the ROI is often better than ads • With brand awareness, you’re fishing in a better pool of potential Summary It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.
  57. 57. Who are the passionate ones? These will share your content and brand messages. They may not actually be the people who buy the most, but they’re noisy and have influence over…
  58. 58. The silent web visitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press
  59. 59. Not always quite as good as the real thing, but often surprisingly good Which will give you easy, free PR
  60. 60. g Start with at least one…
  61. 61. On Page SEO Off Page SEO Social Media Outreach Conversion Rate Optimisation Techie Armoury
  62. 62. • REMOVE • ABSOLUTELY • EVERY • BARRIER – Your contact us button is a barrier. CRO is super simple There’s a relatively easy fix…
  63. 63. g Want 10-20% more enquiries? Conversion Rate Optimisation
  64. 64. g Done. Pro Tip: Put a simple enquiry form on EVERY page of your website
  65. 65. On Page SEO Off Page SEO Social Media Outreach Conversion Rate Optimisation Techie Armoury
  66. 66. g • Get good graphs from Google Analytics • Sign up to Google Webmaster Tools – Submit an XML sitemap – generating-sitemap-xml-files/ – Check out what Google thinks of your site and improve it • Get great advice / data about your sector from SEOmoz & FollowerWonk Take Aways Give feedback and view a copy of these slides
  67. 67. @MrJonPayne Get the slides: