Uploaded byJon Payne
Digital Marketing For Architects
This document provides an overview of a training on search engine optimization and social media marketing strategies. It discusses key topics like on-page SEO, technical SEO, off-site SEO, local SEO, mobile SEO, and social media marketing. For on-page SEO, it describes how Google determines relevance and importance of different on-page elements. For technical SEO, it emphasizes the importance of site speed and handling crawl errors. For off-site SEO, it discusses link building and the value of quality, relevant links. It also provides tips for local SEO, mobile SEO, and using social media for awareness, traffic, conversions and advocacy.
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Digital Marketing For Architects
- 1. ©Noisy Little Monkey| 2017 March 2017
- 3. The company wekeep 3
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- 5. 5 5 This guy M |47 | 5’8” | Pices Name: Jon Payne Twitter: @MrJonPayne • 1st Website: 1997 • 1st Agency: 1999 • SEO specialist since 2001 • Inbound specialist since 2006 • Mastermind subject: Brutalist architecture of Portsmouth
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- 8. 6 7 Producing Better Content MeasuringSuccess 8Q&A
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- 11. 11 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 13. 13 A Time AndA Place ON PAGE SEO BOF MOF TOF Awareness Generic searches Experiencing a problem, issue or need. Prospect is trying to define the problem. “Sales/conversions are down, why?” Consideration Problem has been diagnosed. Prospect is learning and researching possible fixes. “Site traffic is down, how do I get more visits? ^ Rankings or social engagement?” Decision Specific searches Solution found, weighing up options and offerings. “Average Social Media Management Costs UK, SEO Agencies near me”
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- 15. How Does GoogleWork?15 An oldie, but goodie
- 16. 16 Guiding principles What GoogleWants? Google wants to: • Serve the best result for the query • What is the intent behind this search query? • What is the best resource for visitors with this kind of intent? • Of these; which sites do people historically seem to click on? • Of these; which sites are talked about a lot on the rest of the internet? • Does the resource display properly on the visitors device? • Is the resource geographically relevant? • Is the resource trustworthy? • Is the resource compromised with a virus?
- 17. 17 Google used tolook like this… What you want - Position #1?
- 18. 18 Understanding the relationshipsbetween things Google Wants To Be A Knowledge Engine
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- 20. 20 Massively simplified forthis audience. Soz. 3 Pillars Of SEO • On Page Content • Signals to Google what your site is about. • Technical Excellence • Giving Google and humans a good experience signals to Google that your site is a useful resource. • Off Site Signals • The authority and relevance of the sites that link to yours signal to Google how high up the results your site should be positioned. • Social signals also help but for a much shorter period.
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- 22. 22 Speed Technical SEO TTFB =Time To First Byte • This is a ‘ranking factor’ • We believe it should be around 0.3s Full Page Load • This is NOT a ranking factor (some developers delight in explaining this) • HOWEVER it is closely linked with user experience and conversion rate. https://moz.com/blog/improving- search-rank-by-optimizing-your-time- to-first-byte
- 23. 23 Speed Technical SEO Tools formeasuring speed: • webpagetest.org • pingdom.com • gtmetrix.com • developers.google.com/speed/pagespeed/insights/
- 24. 24 Technical SEO –Good Speed
- 25. 25 Technical SEO –Poor Speed
- 26. 26 Speed Technical SEO –Google Page Speed Insights
- 27. 27 Get geeky Google willhelp you DIY • Search Console verified and set up • Geographic targets set up • Sitemaps submitted • Crawl errors and warnings heeded
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- 29. 29 Search Console Technical SEO •Search console will also report on crawl issues
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- 34. 34 Error Handling WIDER READING •Getting your website into “best practice” shape can be complicated. • Google knows that not everyone is a computer whizz. That’s fine. Trying to grapple with this may not be a solid ROI. • However, if you want to learn more, here are some starting points: • https://moz.com/blog/technical-site-audit-for-2015 • https://moz.com/blog/seo-cheat-sheet • https://www.distilled.net/resources/technical-audit-checklist-for-human-beings/ • https://yoast.com/wordpress/plugins/seo/ (Free version)
- 35. 35 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 37. 37 How does Google determinerelevance? ON PAGE SEO
- 38. 38 How does Google determinerelevance? ON PAGE SEO • URL • Domain
- 39. 39 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug
- 40. 40 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title
- 41. 41 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title • H1
- 42. 42 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title • H1 • Image alt text
- 43. 43 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title • H1 • Image alt text • The actual content
- 44. 44 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title • H1 • Image alt text • The actual content • “Meta description”
- 45. 45 How does Google determinerelevance? ON PAGE SEO • URL • Domain • Slug • Page Title • H1 • Image alt text • The actual content • “Meta description”
- 46. 46 Relics that nolonger matter ON PAGE SEO • “Meta keywords” • “Meta tags” • “Keyword Density”
- 47. 47 More than justa Keyword Match ON PAGE SEO Implicit search signals (context) are also taken into account • Location • Device • Search history
- 48. 48 Getting the TerminologyRight ON PAGE SEO • Use the language your customers will be using • Don’t use the language your office uses internally • The language your customers use will be the language they will be searching with • How can you be sure which terms your customers use the most?
- 49. 49 Getting the TerminologyRight ON PAGE SEO
- 50. 50 Getting the TerminologyRight ON PAGE SEO
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- 53. 53 More Is Not(Always) Better ON PAGE SEO Volume Intent Competition
- 54. 54 Getting in frontof Marketing Manager Michael ON PAGE SEO – Identifying Keywords
- 55. 55 Intent ON PAGE SEO BOF MOF TOF Awareness Genericsearches Experiencing a problem, issue or need. Prospect is trying to define the problem. “Sales/conversions are down, why?” Consideration Problem has been diagnosed. Prospect is learning and researching possible fixes. “Site traffic is down, how do I get more visits? ^ Rankings or social engagement?” Decision Specific searches Solution found, weighing up options and offerings. “Average Social Media Management Costs UK, SEO Agency’s near me”
- 56. 56 Trust Signals ON PAGESEO • It is important to Search Engines that they serve quality results • They have refined their algorithms to validate against spam and malicious websites • Does the website have a real address? • Real phone number? • Listed elsewhere online? • Reviews? • Entry on Companies House? • Authored by real people with real social profiles?
- 57. 57 Schema ON PAGE SEO •Schema is a type of markup that can be incorporated into your website’s html code. • It is also known as “structured data” because it allows you to specify what different pieces of text represent on the page – saving the search engines from having to guess. • This is a phone number • This is our address • This is our opening times • This is a product name
- 58. 58 Schema ON PAGE SEO •Schema isn’t something that is ‘standard’ at the moment • It can sometimes be tricky to implement • We highly encourage you to use it if you can, as search engines are actively embracing this kind of technology • Send your geek here: https://schema.org/docs/gs.html
- 59. 59 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 61. 61 Links & Citations OFF-SITESEO www.site1.com bbc.co.uk www.site2.com auntmaviscookeryblog.co.uk • Suppose you have two website identical in every way. How do you rank one above the other?
- 62. 62 Why Have IHeard So Much Bad Stuff About Links? OFF-SITE SEO Google measures signal Businesses spoof signal for profit Google evolves
- 63. 63 Why Have IHeard So Much Bad Stuff About Links? Domain Authority
- 64. 64 Links & Citations OFF-SITESEO www.site1.com bbc.co.uk www.site2.com auntmaviscookeryblog.co.uk • Quality > Quantity
- 65. 65 Links & Citations OFF-SITESEO www.recipes.com/best-roasts bbc.co.uk/news/politics/e www.recipes.com/best-roasts auntmaviscookeryblog.co.uk • Relevance
- 66. 66 mysite.co.uk Links & Citations OFF-SITESEO • A diverse, relevant and growing set of linking websites is best BBC Local blog Business partner Local press Trade magazine Local Chamber of Commerce Business partner
- 67. 67 Competitor Analysis Tools OFF-SITESEO • https://Majestic.com • Look at your own inbound linking metrics • Look at your competitors and get an idea of the scales we’re dealing with • https://www.semrush.com • et some indication of what terms you and/or your competitors rank well for and who the competition is based on those terms.
- 68. 68 How Do IAcquire Links? OFF-SITE SEO This is the big question. • We have enviable link acquisition, which we achieve through: • Attending lots of industry events • We run our own events – trying to do all of the things we like about other events and none of the things we hate. • Speaking engagements at industry events • Training sessions (sometimes for free) for colleges and government schemes. • Writing lots of blog posts about topics we find people struggling with • Sharing those blogs around the social networks we maintain • Relevant trusted directories
- 69. 69 How Do IAcquire Links? OFF-SITE SEO
- 70. 70 How Do IAcquire Links? OFF-SITE SEO • Links are not the explicit goal of these activities – that would leave us often frustrated and disappointed • Links are the natural consequence of being a pro-active and visible presence in your industry. • Good marketing combined with knowledge about search allows you to avoid missing opportunities.
- 71. 71 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 73. ©Noisy Little Monkey| 2016
- 74. • You’re intown looking for a business/service You need a haircut You need a solicitor You need to buy a custom birthday cake You need your wisdom teeth removing • What signals are most important to you when making decisions IRL? • What would put you off? So what, so what's the scenario
- 75. • Local searchpertains to 2014s pigeon algorithm • By local we mean searches with a proximity or geographic intent e.g. “Digital Marketing Agency Bristol” or “Solicitor near me” • Not just a case of appearing well in traditional search but in the local *snack pack (powered by Google My Business + Google Maps) • In order to rank well in local search we need to make sure we’re sending the right signals and information to search engines 75 October 22nd 2014 LOCAL LOWDOWN October 22nd 2014 PIGEON UPDATE *LOCAL SNACK PACK /3 PACK
- 76. • In orderto appear in the local 3 pack you need a verified Google My Business (formally known as Google Plus Local) profile • This profile needs to be well optimised with consistent NAPOLP, images, social links and descriptions • Choose your primary business category carefully • Have a local phone number (no call tracking or 0800) • No virtual offices or PO boxes • No location in GMB profile title e.g. Noisy Little Monkey Bristol 76 GOOGLE MY BUSINESS
- 77. 77 NAPOLP stands for Name Address Phone Number OpeningHours Logo Profiles (Social) And is the most common form of citation of your business on the web. Your NAPOLP/citations need to be identical/consistent across the web as well as up to date
- 78. 78 ON-SITE LOCAL • IncludeCity/SA in URL • Include City/SA in Title Tag • Include City/SA in H1 • Include City/SA in Alt Text • Include City/SA in Content & Copy • Include City/SA in Meta Desc. • NAP(OLP) • GMB Map (NOT A CUSTOM ONE!) • SCHEMA
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- 82. LOCAL LINKAGE A strongbacklink profile in order to perform well in local search Low hanging local links – bloggers, local publications, local trade bodies – are extremely valuable for local SEO and are relatively easy to acquire
- 83. LOCAL CONTENT Craft andcurate content with a local bent. .
- 84. ENCOURAGE GMB REVIEWS BrightLocalConsumer Review Survey • 92% of consumers read online reviews • 40% of consumers form an opinion after reading 1-3 reviews • Star rating is #1 factor used by customers to judge a business • 68% say positive reviews make them trust a local business more • Only 13% of consumers consider using a business with 1-3 star reviews https://www.brightlocal.com/learn/local-consumer-review-survey/ Which business do you trust? Genuine reviews from real people. You can’t fake good reviews
- 85. 85 Mobile Technical SEO • Googledoesn’t want to serve mobile unfriendly content to mobile users • Even if your site actually IS mobile friendly, you should check that Google agrees • There are technical issues which can occur which may interfere with this judgement. https://www.google.co.uk/webmasters/tools/mobile-friendly/
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- 87. Get it ALLright and…87
- 88. 88 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 92. 92 Only simplified abit 3 Pillars Of Social Media Marketing • On Page Content • Social that drives business needs to drive traffic to your site. • The Right Channels • If all your potential audience are using Twitter exclusively, then just because LinkedIn is easy, it won’t win you any business • Be Human • Humans like pictures and video. Humans don’t want a hard sell when we’re chilling out. Humans are tribal.
- 93. Any advice MrBartlett?93 A youngie, but goodie
- 94. Awareness Advocacy ConversionsTraffic WhyUse Social Media?
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- 100. SMART Goals onSocial Media Goal Content Measure Brand Awareness • Posts • Promotions • Blog Posts • Outreach • How many branded # • @mentions • Follower Growth WebsiteTraffic • Giveaways • Competitions • Blog posts • Google Analytics – link clicks / time on site Conversions • Discounts • Giveaways • Offers • Product Promotion • Conversions – purchases, purchases, downloads Advocacy • Outreach • Blog Posts • Referrals • Customer Service • How many branded # • @mentions • User Generated content • Comments 20
- 101. Plan | Test| Execute | Refine Deal With Negativity
- 102. • If it’soutright wrong – correct it, with humour ideally • If you’ve made a mistake – accept it, apologise and fix it (maybe IRL!) • If it’s opinion – ignore it • If it’s threatening or abusive – block and/or report it • Use names, be human: “@MrJonPayne Oops – Sorry Jon, We’ve fixed that now. Thanks for pointing it out” 102 Crisis Management
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- 107. 107 Feeding Trolls… • Requiresempowerment of team • Requires courage • Requires humour • Is better with understanding of memes / pop culture • If Kittens, Kardashians and GIFs ain’t your thing, DON’T FEED THE TROLLS
- 108. Do you wantto be yourself on social media or present a brand voice?
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- 113. 113 Use a clearprofile photo & cover photo People will search for particular keywords so make sure you’re easy to find by including a good twitter description and use a relevant twitter handle. When tweeting use a mix of RT, Opinion led tweets and comments Use Twitter lists to curate content to share Your Twitter Profile
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- 116. 116 Use a goodprofile & cover photo Update your contact details Link to your other profiles LinkedIn Profile Make sure your profile is up to date Connect to relevant people Update your URL
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- 120. 120 Why use Facebook? SmartInsights
- 121. 121 What Facebook likes Aperfect Facebook post: • is a link • is brief - 40 characters or fewer, if you can swing it • gets published at non-peak times • follows other posts on a regular schedule • timely and newsworthy via Buffer
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- 124. 124 King of SocialEngagement? Instagram delivers brands 58 times more engagement per follower than Facebook and 120 times more engagement than Twitter.
- 125. 125 Yes, you dobelong
- 126. 126 Yes, you dobelong
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- 128. 128 How to planfor Instagram • Look at what your competitors are doing • Establish your Instagram goals – increase brand awareness? Traffic to your website? Branded hashtag mentions? • Establish how often you can post • Consider linking with Facebook (for ads!) • Think about a style or some consistent plan • On Android or iOS the app “later” for Instagram allows you to schedule posts. http://www.archdaily.com/793479/25-architecture-instagram-feeds-to-follow-now-part- iv
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- 130. 130 Is your audienceon Pinterest?
- 131. 131 Inspire and beinspired by your clients
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- 134. 134 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 136. 136 A Time AndA Place ON PAGE SEO BOF MOF TOF Awareness Generic searches Experiencing a problem, issue or need. Prospect is trying to define the problem. “Sales/conversions are down, why?” Consideration Problem has been diagnosed. Prospect is learning and researching possible fixes. “Site traffic is down, how do I get more visits? ^ Rankings or social engagement?” Decision Specific searches Solution found, weighing up options and offerings. “Average Social Media Management Costs UK, SEO Agencies near me”
- 137. 137 Content Strategy On Pagefor Sharing & SEO • When you have optimised your static content to your satisfaction, it is important to continue to reinforce your status as a web resource. • Identifying common questions and problems and producing content targeted at resolving these issues. • Have Personas and write with them in mind. • Be respectful of where the problem sits in the ‘funnel’ • If people are just trying to learn more about a problem, educate them, don’t push a product. • Becoming “the Wikipedia” of your field is a good direction to aim in, even if you ultimately full short.
- 138. 138 Give me abusiness card and I’ll email you this On Page for Sharing & SEO
- 141. 141 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle
- 142. 142 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle
- 143. 143 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle Spot the nerd
- 144. 144 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle
- 145. 145 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle
- 146. 146 Share images indifferent ways on multiple platforms Reuse, Repurpose, Recycle
- 147. 147 ATTRACT CONVERT CLOSEDELIGHT Blog Search Social Forms CTAs Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring PromotersCustomersLeadsVisitorsStrangers Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:
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- 149. 149 It’s all marketing visitoracquisition visitor behaviour visitor conversions
- 150. 150 Log in andsee…
- 151. Getting visitors toyour website . . . 151 Visitor Acquisition
- 152. Getting visitors toyour website . . . • How many? • New or existing? • Where did they come from? • What were they looking for? • What’s the strategy to get new ones? 152 Visitor Acquisition
- 153. What visitors doon the website . . . 153 Visitor Behaviour
- 154. What visitors doon the website . . . • Bounces • Page views • Top content • Returning visitors 154 Visitor Behaviour
- 155. The real measureof success . . . • Absolutely dependant on your business • Micro and macro goals • Nudges towards the bigger picture 155 Visitor Conversions
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- 158. Acquisition Data collected fromthe referring source • Organic search • Paid search • Social • Direct • Referral
- 159. Organic Search Google,Bing, Yahoo, Yandex, Badu, Seznam Paid AdWords (NOT other forms of paid) Social Visitors from Facebook, LinkedIn, Twitter, G+ Referral A link from another website Direct The visitor has . . . • typed your website address directly into the browser • clicked a link to your website inside a PDF • clicked the link to your website in your email • clicked on a shortened URL • has your site bookmarked Can mean good offline marketing, or insufficient tagging More definitions
- 160. 160 Log in andsee…
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- 163. Behaviour Data collected fromthe website itself • Which pages have been looked at • Landing pages / exit page • Additional event tracking
- 164. 164 Log in andsee…
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- 167. Conversions Data collected fromthe website about conversion metrics you have specified • Goals • Ecommerce • Role of different channels in attaining those outcomes
- 168. 168 Log in andsee…
- 169. Great, great reportsif you have the right data • Goal by source/medium Shows which sources of traffic are most likely to convert, fantastic to shape your investment decisions • Assisted Conversions Shows how different sources of traffic contribute to the conversions, fantastic to help understand the true value of different sources across the buyer’s decision making process • Top Conversion Pathways Visual representation of the buyer journey to conversion, fantastic to help understand how people make decisions on your website
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- 172. • What isthe number one business objective of the company? • How does the website fit into the overall business strategy? • How do you attract new visitors to the website? • What do you want visitors to do on the website? • How do you know if the website is successful? 172 Defining the purpose of your website
- 173. • Business objectivewhat we are trying to achieve • Tactic an action to achieve the objective • Website goal how the website fits with the tactic • KPI how we will measure the goal • Benchmark what’s usual in my industry • Target what we are aiming for 173 Some definitions
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- 175. 175 For Noisy LittleMonkey business objective to be a top search & social media agency tactic demonstrate expertise through advice & training website goal Give away advice, show our expertise, highlight training events KPIs page views of the blog time on site repeat visitors social shares through Professor Traffic target page views of the blog – 2,000 per month by Jan 2015
- 176. FOCUS • What areYOU using your website to do? • How will you know if its successful? • What measures might help you? • What else could you add to your overall digital marketing activity that would help you to meet your objectives? • How could you measure if this was successful? 176 Why is a measurement framework useful?
- 177. 177 That delivering ≈200 slides in 2 hours is possible / impossible* What have we learned? • Inbound Marketing Strategy • Basics of SEO • Basics of Local & Mobile SEO • Basics of Social Media Marketing • Basics of Producing Better Content • Basics of Measuring Success We’ve also learned that you need to get your geek on, or pay for one: Want to learn more? View these slides online, open Google in a new tab and deep dive into slides marked: *delete as appropriate
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- 179. Hey I justmet you & this is crazy… CONTACT US! 0117 327 0171 Search: Noisy Little Monkey @NoisyMonkey @MrJonPayne
Editor's Notes
- #110 But, obviously, you need to have content to actually write before you come up with headlines! You guys have a wealth of information to be writing about all the time, but think about how it relates to your audience seasonally.
- #112 Once you’ve figured when to tweet, use Buffer to set up a scheduling system which will send out tweets at those optimised times. Continue to use Buffer Analytics to check that the content is working
- #116 LinkedIn is for personal use and connecting to people as yourself
- #117 https://blog.bufferapp.com/linkedin-marketing https://business.linkedin.com/marketing-solutions/company-pages/best-practices
- #118 https://www.linkedin.com/help/linkedin/answer/186
- #119 https://www.linkedin.com/pulse/?trk=E%3D http://blog.hubspot.com/marketing/linkedin-publishing-beginner-guide#sm.0018jxa3t176bdwuxbf1suk6t1m0u
- #120 LinkedIn is for personal use and connecting to people as yourself
- #121 https://www.flickr.com/photos/coletivomambembe/4306600834/sizes/o/
- #122 In just one year, the number of video posts per person has increased 75% globally and 94% in the US. Seems like a big clue that Facebook could be favouring video posts more highly!
- #123 That links that are shared by inserting them in the caption of a photo won’t do as well https://developers.facebook.com/tools/debug/
- #125 Which one of this do you think was more expensive? (right)
- #126 Which one of this do you think was more expensive? (right)
- #127 Which one of this do you think was more expensive? (right)
- #131 Or are your competitors on Pinterest? What are you selling? Can you inspire, provide inspiration?
- #133 http://pinterest.com/joannatapeface/for-geography-geeks/ http://pinterest.com/generalelectric/badass-machines/ http://pinterest.com/tianarutledge/i-fucking-love-me-some-tea/ http://pinterest.com/marcymassura/drunkknitting/
- #140 Google noisy little monkey free images.
- #141 http://www.picmonkey.com/ & https://www.canva.com/