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8 ways to make SEO work on a budget - SEOJoBlogs at Digital Growth Day

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Digital Growth Day: September 18, 2014

8 WAYS TO MAKE SEO WORK ON A BUDGET
Are you working to a small budget but yet finding it difficult to achieve results? Find out how to maximise your budget and exceed expectations.

Jo Turnbull, Founder, SEOJoBlogs

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8 ways to make SEO work on a budget - SEOJoBlogs at Digital Growth Day

  1. 1. 8 Ways to Make SEO Work on a Budget #DigitalGrowthDay Presenter Jo Turnbull @SEOJoBlogs September 2014
  2. 2. @SEOJoBlogs Who is SEO Jo Blogs? • Jo Turnbull started in SEO while working for a mobile tech company • Moved agency side 2009 • Organiser of Search London since October 2010 • Editor and Events Organiser for State of Digital since June 2012 • Freelance online marketing consultant, helping small and medium sized businesses with their marketing since 2010
  3. 3. How Can I do SEO on a Budget? @SEOJoBlogs #DigitalGrowthDay
  4. 4. 1. Brilliant Basics incl Technical Audit 2. Conversion Rate Optimisation 3. Content Marketing Plan 4. Networking Events 5. Social Media 6. Outbrain 7. Integrate SEO with Traditional Media 8. Sponsorship @SEOJoBlogs SEO on a Budget #DigitalGrowthDay
  5. 5. @SEOJoBlogs SEO With No ££ #DigitalGrowthDay
  6. 6. 1. Brilliant Basics is Very Important @SEOJoBlogs #DigitalGrowthDay
  7. 7. Site and Technical Audit @SEOJoBlogs • Screaming Frog • URLs • Meta data • Redirects • Sitemap • Robots.txt • Google Analytics • Page Speed Insights #DigitalGrowthDay
  8. 8. Google Analytics and Google @SEOJoBlogs Webmaster Tools • Check for messages • Crawl Errors • Check sitemap • Look at Search queries • What are people typing in • How is the site ranking? #DigitalGrowthDay
  9. 9. Google Analytics and Google @SEOJoBlogs Webmaster Tools #DigitalGrowthDay
  10. 10. @SEOJoBlogs Toolbars and Tools • Redirects • SEO Quake • Firebug Lite • Tag manager • Majestic SEO • SEM Rush • (Searchmetrics) #DigitalGrowthDay
  11. 11. • Benchmark Report • Traffic to site • Home and Main Landing Pages Speed • Error Codes • 301 and 302 redirects • Robots.txt • Sitemaps • Meta Data – eg Duplicate/Long Page Titles • Duplicate/Long Meta Descriptions @SEOJoBlogs Checklist #DigitalGrowthDay
  12. 12. 2. Conversion Rate Optimisation • 68% of shoppers abandon shopping carts • Where are your customers dropping off? • In 2014 there will be $1.5 trillion dollars worth of e-commerce transactions • $3.17 trillion dollars lost due to cart abandonment @SEOJoBlogs (Study by Emarketer) #DigitalGrowthDay
  13. 13. Why are People Dropping Off? • 25% of navigation too complicated • 24% website crashed • 21% process was taking too long • 15% website time out • 15% item them wanted out of stock • Test out the site yourself and share with client • Look at sessions to the shopping cart URL against check out completions @SEOJoBlogs #DigitalGrowthDay
  14. 14. Where Can You Make a Difference? #SearchLondon @SEOJoBlogs
  15. 15. • Look at Conversion Funnel – where people are dropping out? • 62% of online shoppers think it’s important for an ecommerce to have sections for special priced items • Offer discount with exit intent pop ups – 27% of people who abandoned their carts went to look for a coupon • Offer free return - 2/3 shoppers said they would buy more online if returns were free • Remarketing campaigns – Abandoners spent 55% more @SEOJoBlogs when remarketed Fix The Site #DigitalGrowthDay
  16. 16. #SearchLondon @SEOJoBlogs
  17. 17. 3. Content Marketing Plan Photo from being30.com @SEOJoBlogs #DigitalGrowthDay
  18. 18. Don’t be the Bull in the China Shop Photo from being30.com @SEOJoBlogs
  19. 19. Work with the Marketing Department @SEOJoBlogs • Make Their KPIs your KPIs • Content Calendar • Incorporate plan around sales • And email campaigns • Record Results and share good news • Discuss SEO assisted conversions #DigitalGrowthDay
  20. 20. Key Components of Plan • Short, medium and long term goals • Prioritise key products • Focus on landing pages • Use your expertise – what are competitors doing? • What are your customers looking for ? - Use insite search @SEOJoBlogs #DigitalGrowthDay
  21. 21. How To Make Content Stand Out Photo from being30.com @SEOJoBlogs #SearchLondon
  22. 22. • Is it practically useful? Top 10 Tips? • Does the content inspire a high-energy emotion like awe, anger, or anxiety ? • Did your tone convey emotion? • Is it practically useful? • Is it interesting? • Is it surprising? • Does the author have fame/credibility? • If it’s supposed to be funny, is it actually funny? @SEOJoBlogs Source:Moz And Go Viral #DigitalGrowthDay
  23. 23. @SEOJoBlogs Content Matrix Source: https://www.distilled.net/blog/the-content-matrix/ #DigitalGrowthDay
  24. 24. Example • SoD SEM Rush Tool post • http://www.stateofdigital.com/semrush-review/ @SEOJoBlogs (185 shares) • http://www.stateofdigital.com/use-paid-tools-solve- provided-google-analytics-problem (253 shares) • http://www.stateofdigital.com/7-ways-deliver-roi- seo/ (159 shares) • http://www.stateofdigital.com/start-career-seo/ #DigitalGrowthDay n
  25. 25. @SEOJoBlogs Share Tally #DigitalGrowthDay
  26. 26. @SEOJoBlogs Topsy #DigitalGrowthDay
  27. 27. Be Clear and Report Results @SEOJoBlogs • Check Social profiles – increased? • FB, Twitter and Google + • Screengrabs are great visualisation • Graph it • Look at revenue attributed to SEO • Increase in online visibility • ROI of SEO #DigitalGrowthDay
  28. 28. @SEOJoBlogs 4. Networking Events Photo from being30.com #DigitalGrowthDay
  29. 29. “Search London” Grew • Networking group for those in search • Jan 2012 – 592 members • 5 meetups 2012 • January 2013 – 1100 members • Increase 86% • Sept 2014 – 1357 members • Meetup.com/Search-London continues @SEOJoBlogs to grow Photo from being30.com #DigitalGrowthDay
  30. 30. How Did Search London Grow? • Strong domain - www.meetup.com • Good speakers – don’t be afraid to @SEOJoBlogs ask • Catchy titles each presentation • Guest posts • Interact with others at the event • Email members • Tweet before, during and after • Central venue Photo from being30.com #DigitalGrowthDay
  31. 31. Integrate Off and Online @SEOJoBlogs #DigitalGrowthDay
  32. 32. Tweets Matter
  33. 33. @SEOJoBlogs Tweets Affected Traffic #DigitalGrowthDay
  34. 34. No Finance = Use Your Networks • Jo Turnbull attended a Search Conference the week @SEOJoBlogs before Search London took place • Jo spoke to many search professionals at the conference and let them know about “SEO at the Heart of Google” • She wrote a post on her blog – SEOJoBlogs about Search London taking place at the Google Campus • She published the post, tweeted it and shared with others • Sharing is caring – other people retweeted it and there were 650 visits to SEO Jo Blogs in one day #DigitalGrowthDay
  35. 35. 5. No Budget, Use Social Media @SEOJoBlogs #DigitalGrowthDay
  36. 36. @SEOJoBlogs Promoting via Twitter #DigitalGrowthDay
  37. 37. • Ben Holbrook wrote a post about his favourite things to do in Barcelona • He then scheduled tweets to promote it every day for a couple of weeks • He added the #lp (Lonely Planet) hashtag when tweeting • Lonely Planet then retweeted the post to their 1M+ followers • 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”. @SEOJoBlogs Tweets Work #DigitalGrowthDay
  38. 38. Traffic Affected Rankings @SEOJoBlogs #DigitalGrowthDay
  39. 39. That Post is Still Driving Traffic @SEOJoBlogs #DigitalGrowthDay
  40. 40. Use Facebook – It works ! #DigitalGrowthDay @SEOJoBlogs
  41. 41. Use Different Headings for Facebook • Include a teaser text • Attract attention of the readers • Include an image @SEOJoBlogs #DigitalGrowthDay
  42. 42. @SEOJoBlogs Results • Ben “liked” the Facebook pages of each place mentioned in the post • Emailed places he had written about, suggesting shares • Ben also contacted the Madrid tourist board • 2.1k Facebook likes • 100 tweets • Almost 4,000 unique page views within a week #DigitalGrowthDay
  43. 43. #SearchLondon @SEOJoBlogs
  44. 44. @SEOJoBlogs SEO £0 to £2,500 #DigitalGrowthDay
  45. 45. 6. Content Amplification - Outbrain • Digital media channel devoted exclusively to content amplification • Platform recommends articles and videos to relevant audiences across a network of premium publisher sites • Outbrain can help promote content and raise brand awareness through publisher sites @SEOJoBlogs #DigitalGrowthDay
  46. 46. 6. Content Amplification - Outbrain @SEOJoBlogs #DigitalGrowthDay
  47. 47. @SEOJoBlogs 6. Outbrain Results • The campaign generated 199 clicks and 773,166 impressions • 37.19% increase in sessions • 44.63% increase in users • 53.72% increase in new users • 16.05% increase in referral traffic • 20,700% increase in traffic to the landing page • Cost £54.00 CPC 27p #DigitalGrowthDay
  48. 48. 7. Integrate SEO with Traditional Media • Newspapers still work • Compliment Relationships • Networking + SEO • SEO + PR = Great Results • Long lasting effect Photo from being30.com @SEOJoBlogs #DigitalGrowthDay
  49. 49. @SEOJoBlogs Be Creative • Don’t Forget about Offline • Melville Jewellers moved to a new location in Perth, Australia • Opportunity to attract new visitors • Official launch party of Jewellery Store • Off site promotion in newspapers • 4 adverts in lead up to the event • Flyers distributed in store and local surf club #DigitalGrowthDay
  50. 50. #DigitalGrowthDay @SEOJoBlogs
  51. 51. Be Active in the Promotion @SEOJoBlogs #DigitalGrowthDay
  52. 52. @SEOJoBlogs Maximise Your Circles #DigitalGrowthDay
  53. 53. @SEOJoBlogs Sell the USP • Leaflets, advertisement in local paper • Emphasised the “local” and “well established” jewellery store • Offered Incentives eg $500 Pearl Necklace to be won • Customers would win from a prize draw • Opportunity to collect customer details • Cost = $2,250 AUD promotion (plus cost of wine on the day) #DigitalGrowthDay
  54. 54. @SEOJoBlogs Example of Adverts #DigitalGrowthDay
  55. 55. @SEOJoBlogs Example of Adverts #SearchLondon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
  56. 56. Do something different – for your clients • Loyal customer of 13 years wins star prize • $500 pearl necklace • Further 10 prizes won • Happy customers at Melville Jewellers @SEOJoBlogs #DigitalGrowthDay
  57. 57. @SEOJoBlogs Long Term • Doubled Turnover on the Day • Increase in sales MoM 20% when industry sales dropped • SEO is important part of #DigitalGrowthDay marketing plan • The following year, no SEO and sales dropped
  58. 58. 8. Sponsorship #SearchLondon @SEOJoBlogs
  59. 59. SEO For £20,000 - £30,000 @SEOJoBlogs #DigitalGrowthDay
  60. 60. Increase Brand Awarness • A financial services company sponsored a sporting event in a @SEOJoBlogs capital city • The aim was to increase brand awareness and traffic Photo from being30.com #DigitalGrowthDay
  61. 61. Worked with Marketing Dept and @SEOJoBlogs Bloggers • Education with Marketing Department • Encompassed the Sponsorship within the Content Marketing Plan • Content Written in the lead up to the event • Blogger outreach with The Remarkables • Arranged for 2 bloggers to write up and take part in run • Post run content • Activation on the day – Fruit Stand and Chillout Zone #DigitalGrowthDay
  62. 62. Impact on Traffic and Social Media • Organic traffic: Up 100% • Direct: Up 41% • Referral: Up 9% • 22% Increase in Conversions • 463% Increase in blog traffic referrals • 1,723 new Facebook fans gained on non-paid digital efforts alone • 5% increase in Twitter followers in one month • 46% growth in FB likes @SEOJoBlogs #DigitalGrowthDay
  63. 63. SEO has a Positive Experience on @SEOJoBlogs Brand • 68% participants agreed about leaving with a more positive view of the brand • 50% participants more likely to buy from the company • 96% participants agreed the company was a great fit for a sponsor • 65% participants viewed the company as a genuine brand • 90% participants can’t wait for the next event #DigitalGrowthDay
  64. 64. There Will Always be a Cost to SEO Photo from being30.com @SEOJoBlogs #DigitalGrowthDay • Time • Money • What will you choose?
  65. 65. 1. Building Relationships Takes Time @SEOJoBlogs #DigitalGrowthDay
  66. 66. @SEOJoBlogs How To Maximise Time • Brainstorm ideas for content • Buzz monitoring tools – buzz numbers (free trial) • Topsy (what is trending) • Google Keyword Tool (yes still useful) • Google Instant Search – don’t click enter • Google Insights/Trends • Be prepared to address negative mentions on FB #DigitalGrowthDay
  67. 67. Create Content Users Want to Read @SEOJoBlogs Photo from being30.com #DigitalGrowthDay
  68. 68. A Picture Tells a Thousand Words Photo from driftwoodjournals.com @SEOJoBlogs #DigitalGrowthDay
  69. 69. Use the Tools to Maximise Exposure @SEOJoBlogs • Twitter • Networking • Creating good content • Facebook • Outbrain • PR and newspapers • Sponsorship #DigitalGrowthDay
  70. 70. 2. Don’t Be Afraid of the Finance Director Finance Director Photo from being30.com @SEOJoBlogs
  71. 71. @SEOJoBlogs Work with Your Agency Photo from being30.com #DigitalGrowthDay
  72. 72. @SEOJoBlogs Love What You Do Photo from being30.com #DigitalGrowthDay
  73. 73. Shout About Your Results Be Proud of Them and then Chillax (but not too long) @SEOJoBlogs Photo from being30.com
  74. 74. Share Great Content @SEOJoBlogs Get in Touch http://SEOJoBlogs.com Turnbull.Jo@gmail.com Thank You Photos from Being30.com and DriftwoodJournals.com Photo from being30.com

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