Search Engine Optimisation (SEO)

1. Some say Google is God.
Others say Google is Satan.
Tuesday 26th May
01/06/2015 1
Sergey Brin, co-founder, Google

2. 2
Simon Hunter
E-Business Advisor INI
Simon
Applies all he knows to
windsortennis.co.uk
Alison Nicholl
E-Business Advisor INI
Alison
NI u17 Ladies Soccer Manager,
and social media strategist
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3. Plan for Today
09:30 :: Registration
10:00 :: WHY?? & SEO - Simon Hunter
10:30 :: Social Media - Alison Nicholl
11:00 :: Case Study - Harrys Shack – Donal Doherty
11:45 :: Create an effective Digital Marketing Strategy - Alison Nicholl
12:15 :: email Marketing - Simon Hunter
12:45 :: Top Tips, Tools and Links – Simon Hunter
13:00 :: Lunch & Networking
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4. What??
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5. The ‘Google Guru’ guys
• Avinash Kaushik
– Works for Google
– Prolific blogger
– Follow on LinkedIn
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6. The ‘Google Guru’ guys
• John Mueller
– Works for Google
– google.com/+JohnMueller
– Does Google hangouts
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7. Digital Marketing Strategy
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If it’s worth doing....

8. The questions everyone asks . . .
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48 hours 12,000 new signups
Other Marketing? Few Google Ads
So who’s seen it? Only 19.1 million to date....
No-one watched it first 3 months – 4.75 million
Bet it ££££ a lot!! No – just $4,500
Facebook a mere 1.75 million to date....
Twitter 61.2 thousand followers ....
Active customers 1.2 million....

9. Does it work all the time?
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• 48 million views
• Film was ....rubbish

10. What’s Digital Marketing all about?
• Acquisition
• Engagement
• Conversion
• Retention
• Support
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11. Surely a website is enough?
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SHADOW
(What everyone else
says about you!)
VOICE
(your
website)
FOOTPRINT
(Ads, Social
Media, e-zines,
other)
Source: Gareth Dunlop, Ion

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What?
Internet overtakes television
to become biggest
advertising sector in UK
Source: Year
Fact
Web > TV

13. WHY Digital??
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It’s about Driving Traffic......
Web
Site
Search
Social
Media
Email
Paid
Search
Advertising

14. Traditional Marketing
• Telephone
• Postal mail
• TV & Radio Advertising
• Events
• Brochures, Fliers
• Recommendations
01/06/2015 Digital Marketing - Is it any good? 14

15. WHY DIGITAL??
Because
that is
where your
customers
are
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Start with
your
customers
and work
backwards

16. 01/06/2015 Digital Marketing - Is it any good? 16
Influence on B2B
Of businesses use
the Internet to
research and find
potential vendors
Source: Forrester
Fact
88%

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But it’s not freeNo cost
The Investment
•Time
•Energy
Engage with What??
•Time
•Energy

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Do....
•Listen to your audience
•Be honest
•Publish Consistently
•Be gracious - acknowledge others
•Use Images
Interaction
Do’s & Don’ts

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Don’ts....
•Act without thinking
•Reveal personal information about
colleagues, competitors
•Spam
•Use images without permission
•rights- managed
•Royalty-free
•Creative commons
Interaction
Do’s & Don’ts

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Keep the focus
Some have in built tools
•Facebook insights
•google.com/alerts
•hootsuite.com
•bit.ly.com
Monitor??

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Influence on retail
...of all retail sales are
expected to be
influenced by or made
on the Internet
Source: Forrester
Fact
81%

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SEO – the Google Algorithm

23. SEO – the Google Way
• 4 Algorithms to be aware off
– Panda
– Penguin
– Hummingbird
– Mobile
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24. SEO – the Google Way
• Panda – April 2011
– Content more relevant,
– Google fights thin, stolen or plagirised content.
– Interestingly, Google now dislikes sites with high
ad/content ratio.
– Sites with too much ad-space above the fold were
penalized.
01/06/2015 27

25. SEO – the Google Way
• Penguin – April 2012
– Link Schemes
– Keyword Stuffing
– Over Optimization
– Web Spam
– Unnatural links
– ‘No’ to reciprocal links
– Google Disavow Tool became very useful at this
point!
01/06/2015 28

26. SEO – the Google Way
• Hummingbird – August 2013
– More User Centric than previous major updates.
– Google tries to give the searcher what Google
thinks they want (using user info), rather than just
on the keyword phrase.
– Knowledge graph on search returns is evidence of
this.
– Google wants Fast, Relevant, Comprehensive, User
Experience.
01/06/2015 29

27. SEO – the Google Way
• Penguin 3.0 – October 17 2014
– > 12 months since previous Penguin update,
– many major brands damaged by focus on poor
links
– the release of Penguin 3.0 sees a significant
change in returns
– Google claimed that only 1% of English speaking
websites were affected
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28. SEO – the Google Way
• Google Search Console
– https://www.google.co.u
k/webmasters/tools/mob
ile-friendly
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Mobile – April 21 2014

29. SEO – the Google Way
• A defined viewing area (or viewport)
– that adjusts to the device’s screen size
• Content that flows in the viewport
– users don’t have to scroll horizontally or
pinch the screen in order to see the
entire page
• Fonts that scale in size
– easier reading on small screens
• Easy-to-touch elements (e.g., buttons)
– well-spaced from other touch elements
• Visual design and motion driven by
mobile-friendly technology
– don’t use Flash!
01/06/2015 32

30. Pay per Click – PPC
• Google Adwords
– a PPC advertising
platform
– allows advertisers to
show ads to a
targeted audience
on Google Search
Results as well as on
advertising
websites.
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31. PPC v SEO
PPC
• Instant Traffic
• Unlimited Keywords
• Total control over
adtext & landing page
• Certainty
• Cost Effective
• Warning – can kill in
the hands of a novice!
SEO
• Medium to Long term
traffic
• Limited Keywords
• Degree of control over
text & landing page
• Volatile
• When it works, it’s
possibly the most cost-
effective marketing an
advertiser will ever do.
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