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BEN Autumn Workshop - SEO & Social
This document contains the slides from a presentation by Jon Payne of Noisy Little Monkey on SEO and social media. The presentation covers how Google determines search relevance, the importance of links and authority, using social media to engage customers and generate leads. It emphasizes focusing content on things rather than keywords, listening to customers, and having strategies to deal with negative feedback on social media. The goal is to build brand awareness and trust through an integrated online presence to increase web traffic and long term Google rankings.
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BEN Autumn Workshop - SEO & Social
- 1. SEO & SOCIALMEDIA BEN Autumn Workshops 2012 Jon Payne, Noisy Little Monkey| Science City Bristol| 16th October 2012
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- 3. Who’d Trust AMonkey? Over 80 businesses, charities and government bodies in Europe, North America & Africa
- 4. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 5. • Who areyou? • What product or service do you want to promote online? • What do you want to achieve this afternoon? Introduce Yourself If you can do this in under 60 seconds, that would be cool.
- 6. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 7. How do youknow who to trust? What are some of the common signifiers of credibility and authority that you use every day or are common in your area of business? Discuss on your table, feedback in 10 minutes. who do you trust?
- 8. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 9. g How does Googlesearch work? http://www.youtube.com/watch?v=BNHR6IQJGZs
- 10. g Links? The bits ofa web page that, when clicked, will take you to another web page or fire off an event
- 11. g Internal links When pagea links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
- 12. g Outbound links You’re sayingto your visitors (and Google), “Hey, you can trust this other site, because I do” www.yoursite.com/page-a www.anothersite.com/page-b
- 13. YOU’VE PROBABLY HEARDTHIS ONE “The more links you have, the higher you will rank”
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- 15. g Inbound links Cool! Solong as this other site is trusted and not nasty / spammy www.yoursite.com/page-a www.anothersite.com/page-b
- 16. g Reciprocal links Beloved of‘SEO’ companies. Unless there is a ‘real world’ partnership , you could be penalised by Google www.yoursite.com/page-a www.anothersite.com/page-b
- 17. Your site BBC lots of linksto 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
- 18. Your site BBC Local blog Business partner Local press Trade magazine Local Chamberof Commerce g Links pass authority A diverse, but relevant, set of linking websites is best
- 19. g Don’t waste homepagelinks Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc www.yoursite.com/index www.yoursite.com/stuff-the-customer-buys
- 20. g Get inbound linksto important pages Your homepage will always rank well, so give deeper, important pages some love www.yoursite.com/stuff-the-customer-buys www.anothersite.com/page-b
- 21. g I can’t geta link from Auntie Beeb http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
- 22. • Links essentialto online journalism • BBC strategy to double outbound links from 10m to 20m a month by 2013 g http://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010 Au Contraire Russell Smith Editorial Development BBC News Website @Russell__Smith
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- 24. • Number 5on Google UK • Number 1 on Google UK • Number 8 on Google UK g http://www.google.co.uk/search?&q=trampolines Keep it natural Is this reflected on news sites, social media, search volumes?
- 25. GOOGLE READS ALLYOUR CONTENT quality and relevance are key (again)
- 26. g A site thatis 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.
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- 28. g Don’t change yourdomain name to match a popular search without setting up 301 redirects first Domain level indicators
- 29. g If your websiteisn’t built like this, you need to get a new website. Seriously. Search terms in the file path
- 30. g This also showson Google’s results page, so make it snappy, useful and attract the click! Search terms in the Page Title
- 31. g Make sure yoursite 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
- 32. g Make sure yoursite is accessible for blind people – label all images Search terms in the Alt Text
- 33. g Use synonyms andkeep it readable for humans. Don’t just stuff search terms in here Search terms in the copy
- 34. g View Source tosee it. Right click white space in Chrome / Firefox / Safari and select “View Source” A Meta Description which ATTRACTS THE CLICK Becomes this on Google
- 35. YOUR PAGE MATCHESA SEARCH when it is good quality and highly relevant
- 37. g I don’t knowhow people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
- 38. g http://www.google.co.uk/trends Maybe I canhelp? This is more reliable than AdWords data
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- 41. g The band (theiralbums, tour dates, popular tracks), the team (their scores, the gossip), the animal Things. Not strings.
- 42. g Search Demand Curvecourtesy of SEOmoz Aim low(ish). Seriously.
- 43. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 44. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 45. Your potential customerswill rely on different sources of information or advice – who, or what, do they trust? And where are your potential evangelists? Discuss on your table, feedback in 10 minutes. who do your customers trust?
- 46. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 47. Become A LebeoufBrand Be everyflippingwhere BTW – when you’re in the room, you don’t need to read these bits…
- 48. Talk about brandloyalty Turn Customers Into Beleibers
- 49. It’s So Spreadable Youraudience is already segmented into groups who’ll spread different elements of your message
- 50. For Market Intelligence Learn whatpeople are saying about your brand, your competitors Respond accordingly
- 51. Authority Seed content thatgets shared by, mentioned by and links from real people will get you rank on Google
- 52. 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
- 53. IT’S ALL ABOUTTHE GRAPHS
- 54. Doing The Usual UsingJob Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn
- 55. Getting Imaginative 22% additionalunique visits to the website
- 56. Short Term Campaign UserGenerated Content (UGC), well seeded. Genuine interaction with audience. Seeded with influencers online and offline
- 57. It’s Bootsy, baby Feelfree to use YOUR FAVOURITE bass player when pitching
- 58. Keep The AudienceEngaged 3 times the traffic
- 59. • A multiplatform 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.
- 60. Who are thepassionate 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…
- 61. The silent webvisitor… These will visit your site, convert to leads, but are less likely to share … sometimes members of the press
- 62. Not always quiteas good as the real thing, but often surprisingly good Which will give you easy, free PR
- 63. • What dowe want from social media? • Who are your audience? • What do my audience want? • Who do they trust? – How can we get them to share our content? • What does that mean for my writing style? – (edgy, chatty, professional, informal?) • From a brand perspective how do we work it? • Who is empowered to do this? • How do we deal with negative comments? Style Guide Kick Off Get the brand guardians, free thinkers and social junkies in on the chat Take AT LEAST half a day to discuss it
- 64. If you’re reallystuck Is there a common enemy?
- 65. • Be preparedfor negative feedback – It’s rare, but it’s best to plan • Our rules: – If it’s valid and fixing it is what you’d normally do, fix it. NOW. • This might mean buying flowers • You will need to empower your team members – If it’s incorrect, inaccurate or misleading then engage with the feedback and gently correct the wrong stuff – If it’s likely to escalate – get it off social onto email – If it’s abusive – ignore it. DON’T FEED THE TROLLS Make everyone involved aware and responsible Negative Comments
- 66. intro who do you trust? google authority credibility whodo your customers trust? where social media fits
- 67. Image Credits @MrJonPayne http://gplus.to/JonPayne Murdoch –http://articles.businessinsider.com everyman / girl on PC - http://www.flickr.com/photos/topgold/ Logos – Courtesy their respective owners Fatburger - http://helnareneesh.hubpages.com dumb questions - http://www.flickr.com/photos/36961634@N00/ Magic roundabout - http://www.flickr.com/photos/zapthedingbat/ Fin – http://www.welcometohr.com Private sign - http://www.sharenator.com Godfather – Paramout Pictures Success Kid - http://www.flickr.com/photos/sammyjammy/ Easy Cheese - http://www.flickr.com/photos/xiaming/ Rocky Horror Audience - http://themycenaean.org Bored kids - http://www.flickr.com/photos/zen/ Scrooge – United Artists Cartman – Braniff Productions Switchboard Operator - http://www.shutterstock.com La Vache Qui Rit – Groupe Bel Justin fucking Beiber - http://jbieber.blogg.se Frank Leboeuf - http://forgottenornot.tumblr.com/ Get the slides: www.noisylittlemonkey.com/BEN Download the slides www.noisylittlemonkey.com/BEN