How to SEO your website and a look into voice search VSEO

@jonnyross @fleek_marketing
@DigiEntLEP #godigitallive in/jonnyross
SEO
Jonny Ross
June 2018

@jonnyross @fleek_marketing @DigiEntLEP in/jonnyross
Objectives
• Understand how SEO works and how to make it
effective
• An introduction to SEO tools
• How can SEO be measured?
• The future of SEO, are there any big changes or
requirements on the horizon?
• Writing SEO-friendly PR content
• How PR and SEO can live in harmony/support each
other
• Image optimisation
• How to use social media for SEO

Introductions
Experiences

Jonny Ross
- Digital Marketing Strategist of an award-winning digital agency
Fleek Marketing
- Named in Business Insider’s 2016 ‘42 under 42’

What are your business and
marketing goals?

Overview of web traffic
• Organic
• Paid
• Display
• Social
• Email
• Referral
• Direct

Search Engine Optimisation
• Create great content
• Ensure this content is accessible to
search engines.
• Make pages unique and relevant
• Make the content popular
• Good PR (Traditional PR…online)

On Site
•Keywords
•Content
•Technical Aspect
•Usability

Off site
• Relevancy
• Links
• Reviews
• Reputation

Domain Authority

Thinking keywords

Offsite SEO / Link building
• Directories
• Articles
• Guest Blogging
• Press Releases
• Social Bookmarking
• Social Sharing
• Local Engagement
• Suppliers
• Video
• Blog / Forum commenting
• Writing a column
• Mention people
• Petitions
• Link Out
• Image creation
• Webinars
• Interviews
• Awards
• Ask friends
• Create Link bait!
• Reviews
• Client Testimonials
• Broken Link Building
• Stalk Competitors for ideas
• Offers/coupons/deals
• Infographics
• Buyers Guides
• Calculators
• Trade Associations
• Local Media
• Local Charity
• National Charity
• Trade Events
• Sponsorship opportunities
• Quizzes

Top SEO Tips for Webstores
• Use SEO friendly URL’s
– http://www.petsmart.com/product/index.jsp?productId=2753029
– Should be
– http://www.petsmart.com/tetra-whisper-air-pump
• Ensure that there is only one version of
your website (try http://amazon.com)
• Use Xenu or Screaming Frog to check for
errors

Schema / Rich Snippets

Canonical Tags

• Image file names don’t use img123.jpg
• Affiliate schemes?
– Have a policy
– Offer unique content
• W3C Check your sites code
http://validator.w3.org/
• Don’t use the same IP/Domain name to email
from
• Discontinued Products
• Ensure you are signed up to WMT
• Use e-commerce tracking on Google Analytics

Keyword Exercise
• List 10 keywords
• Explore different parts of the business
• What questions might people type into
google?

Why should I Blog?
Anyone blogging?
Do you understand what a blog is?

Because…
• Show Personality – increase engagement
• To communicate with existing clients
• Saves time, I use it as an archive to give the same answer again
• SEO
• It puts you ahead of your competitors
• Thought leadership/ Gains Trust
• Ensures you stay up to date
• Builds a community
• Forces creativity
• Adds value to your site
• It gives you content for your social media channels
• Supplies content for your email campaigns
• And more!!

How to come up with some ideas
• Subscribe to competitors
• Subscribe to industry related news
• Subscribe to professional bodies / services
• Create Google alerts on niche topics
• Thing about all the products/services you offer
• Keep notes of questions clients ask you
• What are your passions?
• Keep a journal/voice recorder
• Guest interviews

Types of content• Blogs
• Interviews
• Case Studies
• Reviews
• Experiences
• Trends (google
trends/trendsmap)
• Vlogs
• Infographics
• Lists
• Content series
• White papers
• How to guides
• Surveys/ Polls
• Podcasts
• Top comments
• Quizzes
• Checklists
• History timelines
• Industry / events roundups
• Competitions
• FAQ’s
• eBooks
• Day in Life
• Seasonal Advice

Blog Commercial Case Studies

How to create an
Editorial Calendar?

Editorial Calendar sounds so complex…
• People think it needs to
be fancy and detailed
• Two advantages;
planning and
accountability
• There are lots of ways to
create an editorial
calendar, but let’s keep
it simple

Step 1: Make a list of key dates for the year
• Product launches
• Events / trade shows
• Marketing campaigns
• Promotions
• Holidays
• Sporting events
• Key milestones
• This date in history
• TV Programmes
• National Days / Weeks
• Charity Campaigns
• National Competitions
• Themed months?
• Patterns ( 4 blogs and 1 case study
per month

Step 2: Add these to your Roadmap

Event Calendar Template
https://goo.gl/fbYUx4

Step 4: Open a Google Spreadsheet
• Sole Trader or maybe 4 staff..?
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet

Blog Calendar Template
https://goo.gl/eV8U0Y

Step 5: Measure success refine and
keep to dates

Personal Assistants &
Artificial Intelligence

The Big Picture
• Huge rise in SERP Features
• Rise in instant answers
• Intent is playing a much bigger part
• Speed and usability more important than ever
• Unreliability of google data
• Voice search
• Machine learning

“There are over one
billion voice
searches per month”
– Alpine.Ai (Jan 2018)

25% of searches on Windows 10
taskbar are voice - IBM Jan 2018
72% of people who own a voice-activated speaker say that their
devices are often used as part of their daily routine - Google survey
The echo Dot was the
best selling product
on all of Amazon in
the 2017 holiday
season - Techcrunch

Voice recognition can work 3x
faster than people can type

How do people use it?

“Voice searches will
account for 50% of
all searches by 2020”
– ComScore

This is only going to become bigger
and more connected
Digital assistants, bots, machine
learning and artificial intelligence

Position ZERO

Paragraph (63%)

Lists (19%)

Tables (16%)

Position ZERO
• Can give/include
–Branding
–An Image
–Clicks

One big difference
How we speak and how we
write is totally different
This is about conversational
content

Examples
• red lobster
• best restaurants
Manchester
• best digital camera
• Show me images of a
red lobster
• Hey google, where is
the best place to eat in
Manchester?
• Alexa, where can I find a
waterproof video
camera that works with
Facebook Live?

Google AI has
been reading
3000 romance
novels to
improve its
conversational
search ability

How to win at this?

1. Still about the basics
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular

On Site
• Keywords
• Content
• Technical Aspect
• Usability

2. Not mobile first
but MOBILE full stop!

3. Longer tail keywords
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question
Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box

4. Use words like
• Who
• What
• Where
• How
• Best way to
• How to
• What is the best

5. Set up FAQ pages

6. Use Schema
Structured Data, Rich Snippets, Mark up,
Featured snippets, Microformats, Microdata,
RDF’s

Examples of Schema
For Paragraphs
<h2>QUESTION</h2>
<p>ANSWER</p>
</div>
For Lists
<h2>QUESTION</h2>
<ol>
<li></li>
<li></li>
<li></li>
</ol>
</div>

Examples of Schema
• Reviews
• Organisation
• Local Business
• E-commerce
• Events
• Recipes
• Jobs
• News sites

7. Incorporate intent

8. Optimise for local
• 22% of voice search is for local intent, capture
“near me” search
– Highly optimised and verified google business
page
– Reviews
– Local business schema
– Use local extensions in AdWords
– Photographs on google business page
– Local Links

Position ZERO
• There currently can only be one
winner
• Anyone not doing anything will loose
out
• Limited time only – google will
monitise this

Writing for your audience

Buyer Personas
• Fund Manager in the South East
• More Details?
– Typical age range, Gender, Interests
– What media do they read
– how big are the companies they work for
– number of employees etc
– is it all sectors or focused in particular
sectors/industries?

Persona Exercise
• Can we create some persona’s?

What problems do they have?
• What are the industry hot debates
• What's in the news and in the media that they
read most often
• What are your FAQs when you engage with
clients?
• The questions your clients are asking are likely
to be the same ones they are also typing into
Google

Blog Planning

Blog Planning
• How to plan
• Think about Target Audience
• Key Messages
• Types of content
• How and When to share
• What to link to (internal and external)

Creating Killer Blog Titles
Use the following tried and tested formulas
• Use a number (7 Secrets to success)
• Teach me (How To Do..)
• Ask a question (Are you king of twitter?)
• Talk to me (use you and your)
• Just say no (Don’t buy this)
• Use celebs/brands and popular trends (Pizza Express is
the winner – Email Marketing)
• Be controversial
• Make an unusual association (How Lemons help your
HR)

Blog Title Exercise
• Pick a buyer persona
• Pick a typical problem they might have
• Write this as a question (blog title)

Blog Content Exercise
• What content needs to go into that blog post
to answer the question.
• It's about
– adding value
– benefitting customers
– giving them a reason to read - be constantly
thinking "why would they spend their valuable
time reading this?" (as opposed to getting their
work done) Has to solve a problem or help them!

Writing for purpose

What is the purpose?
• Is it to highlight a service?
• Is it to gather data?
• Is it to establish thought leadership in a
particular topic/area?
• Is it to add value for clients?
• Is it to show personality?

Exercise
• What do you want the customer to do after
they've read the blog post?
• Call to actions (CTA’s)

Distribution

Places to share
• Google +
• Facebook Personal,
Business and Group
• Twitter Personal and Work
• LinkedIn Company page,
Personal Profile, Groups
• Email Campaigns
• YouTube
• Share buttons
• Guest Blogs
• Related Blog/Popular posts
• Annual Reports
• Mention individuals and
brands
• Internal comms, staff emails
etc
• Service/Product pages
• Events / Speaking
• Paid content distribution
(outbrain/onespot)
• Nurture relationships with
influencers
• Email Signatures

Have a plan
• Who is responsible for sharing?
• Do you have a sharing checklist?
• What time and what day do you want to
share?
• Plan, plan and plan!

How we can help
• Digital Strategy & Campaigns
• Web design
• Training & Consultancy
• Paid & SEO
• Advertising
• Social & Email
• Content & PR

Next Events
DKE Google Analytics in Halifax
• 26th June
AD:Venture – General Digital Marketing
• 28th June – Wakefield
• 17th July – Bradford
• 9th August – Selby
• 13th September - Harrogate

@DigiEntLEP #godigitallive in/jonnyross
Challenge me?
Does anyone want to challenge me, does anyone think this is all
a load of nonsense?
Find me online
LinkedIn /in/jonnyross

How to SEO your website and a look into voice search VSEO

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