SEO involves structuring website content so search engines can understand it and rank pages higher in search results. It is part of an effective marketing strategy that focuses on creating high-quality, relevant content to engage users. Key aspects of a successful SEO strategy include optimizing pages for both search engines and humans, driving user engagement through content and offers, and managing an organization's online reputation through positive customer experiences and feedback. The future of search is changing, so SEO must evolve to focus on new channels like mobile, social media, video, and voice assistants to help users find what they need and make purchase decisions.

1. Driving Inbound Leads
from SEO

2. Agenda
• What is SEO and why
bother with it?
• Three Golden rules for
Google
• Optimising for humans
• Driving Engagement
• Managing Reputation

3. What is SEO?
The process of structuring
data on your website so
search engines* can read
and understand it
*and humans

4. Search Engine Optimisation
Why bother?

5. Search Engine Optimisation
It is NOT
• Cheating
• Fooling Google
• Spam
• A quick fix
• A tick box exercise
• Smoke and mirrors
It is
• Part of a coherent
Marketing strategy
• A long term process of
improvement
• Measureable
• Effective

6. 3 Rules of Google
Rule 1
Google is just a machine

7. 3 Rules of Google
Rule 2
Nothing beats great content

8. 3 Rules of Google
Rule 3
One page one keyword

9. What influences your ranking?
Source: Moz.com
Does any of this even
make sense?

10. Whatever you’re
selling, Google
isn't buying

11. This is more likely
to be your customer

12. This is the
face of
modern
shopping

13. Google ‘guides’ you

14. Paid options
dominate
the search
results
Organic gets
pushed
down

15. 80% of most
website traffic is
organic, so….?

16. …how do you get seen organically?

17. How to be seen organically
1. Build great page
2. Optimise page
3. Promote page
But how do you promote the page?

18. Social Media Blog
Video
Mobile
Local
Voice

20. Desktop Process
Tweet
Landing Page
Data Capture

21. Tweet
Mobile Landing Page
Mobile Data Capture
Mobile is different…

22. Local is everything

23. Paid Advertising
This will become
paid Advertising

24. This is the future….
List of
providers,
ranked on a
PPC basis

25. But voice changes everything…

27. What has this got to do with SEO?
The future of search is changing
so SEO must change with it

28. • Relevant Content
• Tailored offers
• Simple website – UX/UI
• Email marketing
• Live chat
Driving Engagement

29. Online spending is growing
• Average weekly spending online in May 2016
was £963.8 million; this was an increase of
21.5% compared with May 2015
• The amount spent online accounted for 14.3%
of all retail spending, excluding automotive
fuel, compared with 12.1% in May 2015
Source: ONS

30. What time do people shop?
Source: econsultancy
The most popular time to buy online is weekdays
between 12-2pm and on Sunday evenings.

31. I want this
item so I’m
heading to
House of
Fraser. What
kind of user
experience
awaits…..?
WHO?
What is
free?
Ugly url and
meta
description

32. I’m expecting to find Gold
Crystal Jewellery (or Jewelry!)

33. #fail

34. Your business
reputation is
important….

35. …but how do
your customers
see you?

36. Managing Reputation

37. Is this how
you want
people to
view your
business?

38. Happy
customers
give your
business a
boost

39. You can control how people perceive
your business

40. Reputation Do’s and Don’ts
Do
• Optimise your website
• Check your name/brand
online
• Monitor your social
channels
• Ask for genuine customer
feedback
Don’t
• Ignore the way your website
looks
• Ignore social media
• Argue with customers
online

41. Final thought
People spend money with your business, SEO is part of
helping them make that purchase decision

42. Any Questions?