Strategic Search Marketing: Impression and Enabling Innovation
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Laura Hampton of award winning digital agency Impression explores the topic of strategic digital marketing, and goes into detail on how businesses can improve their SEO to drive traffic and sales. Part of Nottingham Trent University's Enabling Innovation programme.
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Strategic Search Marketing: Impression and Enabling Innovation
- 1. Strategic Digital Marketing How to grow your business online https://www.impression.co.uk/dm-may/
- 2. Today’s Agenda: 9:30-10:00: Strategic Digital Marketing 10:00-10:45: On Page SEO 10:45-11:00 Break 11:00-11:30: Off Page SEO 11:30-12:30: Paid advertising online (PPC) 12:30-1:15: Lunch 1:15-2:45: Social media for business 2:45-3:00: Break 3:00-4:00: Strategic video marketing @impressiontalkhttps://www.impression.co.uk/dm-may/
- 3. This morning: Laura Hampton - SEO Aaron Dicks - PPC @impressiontalkhttps://www.impression.co.uk/dm-may/
- 4. Who we are Impression is an award winning digital agency that takes a scientific approach with a creative edge @impressiontalkhttps://www.impression.co.uk/dm-may/
- 6. What we do We help businesses just like yours to make more money by generating new leads and making more profitable online sales. S E O C O N T E N T P P C C R O P R W E B @impressiontalkhttps://www.impression.co.uk/dm-may/
- 12. We need to be strategic in our approach... @impressiontalkhttps://www.impression.co.uk/dm-may/
- 13. … But what does that mean? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 14. 4 things all businesses can do to be more strategic in their approach @impressiontalkhttps://www.impression.co.uk/dm-may/
- 15. #1: Start gathering and analysing your data @impressiontalkhttps://www.impression.co.uk/dm-may/
- 18. What other sources of data do we have? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 20. Ask: - Do people visit our website? - Where do they come from? - What do they look at? - Do they convert? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 21. #2: Get to know your audience @impressiontalkhttps://www.impression.co.uk/dm-may/
- 27. Ask: - Who visits our website? - What are their needs? - How can we help them? - How well does our website appeal to them? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 28. #3: Set clear goals @impressiontalkhttps://www.impression.co.uk/dm-may/
- 32. - Lead generation = thank you pages - Awareness = traffic and rankings - Sales = conversions - Engagement = time on site, pages per visit - Also consider softer conversions @impressiontalkhttps://www.impression.co.uk/dm-may/
- 34. Destination goal: Track people going to a specific page, e.g. thank you @impressiontalkhttps://www.impression.co.uk/dm-may/
- 35. Event goal: Track people doing a certain thing, e.g. watching a video @impressiontalkhttps://www.impression.co.uk/dm-may/
- 36. Engagement goal: Track how long people stay on site or pages per visit @impressiontalkhttps://www.impression.co.uk/dm-may/
- 38. #4 The value of a website visitor @impressiontalkhttps://www.impression.co.uk/dm-may/
- 39. - What’s the ASP? - What’s your conversion rate? - How many visits do you therefore need for one sale? - ASP / number of visits = value of a visit << Inform our budgeting decisions! >> @impressiontalkhttps://www.impression.co.uk/dm-may/
- 40. ASP = £50 Conversion rate = 3% Means we get 3 sales in 100 visits So we need 33 visitors to get one sale (100/3) Each visitor is worth £1.51 (50/33) @impressiontalkhttps://www.impression.co.uk/dm-may/
- 41. www.impression.co.uk/uon-april/ 4 things all businesses can do to ensure they get the most out of their digital opportunity #1: Gather data #2: Know your audience #3: Set clear goals #4: Value of a visit @impressiontalkhttps://www.impression.co.uk/dm-may/
- 43. What to expect in this session: 1) How search engines work 2) On page optimisation 3) Off page promotion 4) Measure, analyse and refine @impressiontalkhttps://www.impression.co.uk/dm-may/
- 47. Google is investing in its own ability to understand content http://searchengineland.com/library/google/googl e-rankbrain @impressiontalkhttps://www.impression.co.uk/dm-may/
- 48. As marketers, the only logical approach is to focus on making the best experience for our users… @impressiontalkhttps://www.impression.co.uk/dm-may/
- 49. But… the reality is that we can still help Google to understand our website and see how great it is. @impressiontalkhttps://www.impression.co.uk/dm-may/
- 51. Can your site be indexed? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 52. “site:www.yoursite.com” Is it being indexed? Does the number match your expectations? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 57. Takeaways - Can your site be indexed? - Is it secure? - Is it mobile friendly? - Can you improve the load speed? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 61. Google’s purpose is to provide the most relevant, highest quality results @impressiontalkhttps://www.impression.co.uk/dm-may/
- 65. Give every page a purpose (this could mean you need more pages!) @impressiontalkhttps://www.impression.co.uk/dm-may/
- 66. Keyword in... Title tag Headings Subheadings Body text Image alt tags @impressiontalkhttps://www.impression.co.uk/dm-may/
- 67. Schema markup / structured data @impressiontalkhttps://www.impression.co.uk/dm-may/
- 69. Telling Google not just what it says, but what it means @impressiontalkhttps://www.impression.co.uk/dm-may/
- 71. Takeaways - Review your keyword targeting - Ensure every page has a purpose - Add new pages where relevant - Consider use of schema markup @impressiontalkhttps://www.impression.co.uk/dm-may/
- 73. Off Page SEO (promotion, PR, link building) @impressiontalkhttps://www.impression.co.uk/dm-may/
- 80. Who might link to your website? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 82. But… don’t expect a link if you don’t deserve it... @impressiontalkhttps://www.impression.co.uk/dm-may/
- 87. Takeaways - Have a story/asset - Know your target audience (read their website/publications) - Identify influencers - Build relationships @impressiontalkhttps://www.impression.co.uk/dm-may/
- 89. Car = website Driver = content @impressiontalkhttps://www.impression.co.uk/dm-may/
- 90. Image credit: Smart Insights @impressiontalkhttps://www.impression.co.uk/dm-may/
- 91. Who’s in the race? Who outranks you? What are they doing? What can we learn? How can we be better? @impressiontalkhttps://www.impression.co.uk/dm-may/
- 99. Track everything - measure, analyse and refine @impressiontalkhttps://www.impression.co.uk/dm-may/
- 102. What to expect in this session: 1) How search engines work 2) On page optimisation 3) Off page promotion 4) Measure, analyse and refine @impressiontalkhttps://www.impression.co.uk/dm-may/
- 103. Thank you We’d love to discuss your requirements and show you how we can help. laura@impression.co.uk 26-30 Stoney Street Nottingham NG1 1LL @impressiontalkhttps://www.impression.co.uk/dm-may/