Talk for Grant Thornton accountants for their accelerated growth program - how SEO, Social and content have come together

16. WHY SHOULD IT BE EASY?

18. GOOGLE HAVE A ‘JEDI’ COUNCIL

19. GOOGLE QUALITY RATERS
We want all improvements for the users
Matt Cutts; Google’s
Distinguished Engineer
Q: How do you optimise for the ‘human factor’?
A: From a the mouth of a Google Quality Rater
• Keyword intent = Do, Know, Go
• Is the page vital, relevant, slightly relevant, or off topic/useless
• Spam signals, keyword stuffing, excessive links,
• Does the page help users fulfill their needs?
• Clarity, easy to read, user’s don’t get lost
• Mobile is different to desktop
VISITORS FIRST, CONTENT SECOND
AND FORGET ABOUT GOOGLE

20. GOOGLE INSIGHTS

21. GOOGLE KEYWORD TOOL

22. SEO BEST PRACTICE (some!)

23. BREAKOUT: SEARCH ENGINE OPTIMISATION
(SEO)
1. What do you think your homepage title tag should be (65 characters)?
2. Do the same for 2 more product/service specific pages
3. What do you think the main 4 key phrases present on your homepage /
main pages should be?
4. Where in your industry/sector would be a good place to get a relevant
external link from?
5. What are some of the best ways you can acquire external links?

24. @googledavesnap shot by Bryan Adams Twitter: @Bryan_phc
Social Media: A

25. SO MANY UPDATES SO LITTLE TIME

26. ENTER THE PANDA : 23rd FEBUARY 2011

27. HOW TO KEEP THE PANDA HAPPY
“You should evaluate all the content on your site
and do your best to improve the overall quality of
the pages on your domain. Removing low quality
pages or moving them to a different domain could
help your rankings for the higher quality content.”

28. HOW TO KEEP THE PANDA HAPPY
Check ‘user’ centric metrics that indicate ‘low quality’ content
• High bounce rates
• High exit rates
• Low page views
• Page load times
• Look at behavioral metrics and engagement times
Give users a great experience
• Page load times
• Continually look to improve speed and reduce clutter & friction
• Clear sign posting
• Use heat mapping
• Ask you customers for feedback
• Test and measure with CRO

29. HOW TO KEEP THE PANDA HAPPY
How do you make ‘high quality’ pages
• Freshness of content – when did you last change yours?
• Don’t duplicate
• Hot topics, what are you customer talking about?
• Answer questions that you get asked by your customers
• Overcome objection questions
• Improve design and have content ‘above the fold’
Research what users want
• Keyword research – Google keyword tool
• Look at Google analytics, what themes of keywords are coming to
your site? What can questions can you answer?
• What are you customers talking about through social media?
• Use Google Auto-suggest for idea’s
• Survey your customers

30. ANSWER GOOGLE’S 23 ‘QUALITY QUESTIONS’
Would you trust the
information presented in How much quality control
this article? is done on content?
Is this article written by an Does this article provide
expert or enthusiast who a complete or
knows the topic well, or is comprehensive
it more shallow in nature? description of the topic?
Are the articles short,
Does this article have unsubstantial, or
spelling, stylistic, or otherwise lacking in
factual errors? helpful specifics?

31. ENTER THE PENGUIN : APRIL 24th 2012

32. GOOGLE SUMMONS

33. APRIL 24th 2012 THE PENGUIN LANDED

34. WHAT DID PENGUIN LOOK AT?
On page ‘over’ optimisation
• Spam activity
• Unnatural internal links
Off page SEO – link building
• Unnatural link profiles
• Keyword focused anchor text – what do the links say?
• Diversity – where do you’re links come from?
• Pace of link acquisition – how fast is it happening?
• Social mentions – think word of mouth marketing

35. WHAT TO DO TO KEEP THE PENGUIN HAPPY
Focus on your users
• How often do you look at Google Analytics?
• Monitor and manage behavioral metrics
• Reduce clutter, friction
• On site survey – voice of the customer
Make what you say make sense
• Read your content out loud – does it make sense?
• Don’t keyword stuff – ancient practice
• Make content unique and useful – don’t duplicate
Off page SEO – link building
• Keep an eye on webmaster tools
• Diverse keywords, build brand, locations targets, semantics
• Embrace social media channels and Google+ (WOM)
• Content marketing strategy

38. GOOGLE ADWORDS - PPC
Why use Google Adwords?
1. Target people who are already
searching for what you sell / offer
2. Only pay for it when they click into
your website
2. Spend as little or as much as you
want from £1 to £1000’s per day
3. Local, regional and global targeting;
control where your ad’s are seen
4. Track ROI metrics – see the profit it
can bring to you business

39. GOOGLE ADWORDS – BEST PRACTICE (some!)

40. BREAKOUT: GOOGLE ADWORDS – PAY PER
CLICK (PPC)
1. Write an ad for one of your main products or services (25,35,35)
2. What are some of the negative keywords you would have in your campaign?
3. Write a relevant heading for you landing page
4. What is your engagement tactic. Why will they get in touch?

41. CONVERSION RATE OPTIMISATION (CRO)

42. CONVERSION RATE OPTIMISATION (CRO)

46. CONVERSION AUDITS OF WEBSITE IN THE ROOM

47. CONVERSION AUDITS OF WEBSITE IN THE ROOM

48. CONVERSION AUDITS OF WEBSITE IN THE ROOM

49. CONVERSION AUDITS OF WEBSITE IN THE ROOM

50. CONVERSION AUDITS OF WEBSITE IN THE ROOM

62. BREAKOUT: CONVERSION RATE OPTIMISATION (CRO)
1. What do you want visitors to do when they visit your site?
2. What are your USP’s? The reasons why someone should ‘buy’ from you? (this
could change from page to page!)
3. Why would people object to buying or making contact with you?
4. What landing pages would you like to test first and why?

63. Social Media: A snap shot by Bryan Adams Twitter: @Bryan_phc

64. CONTENT MARKETING IS A MUST
Rome wasn’t built in a day
• Commit and invest for ROI
• Remember - why should it be easy?
• Earn links for SEO, enhance reputation, build trust from customers
If Carlsberg did networking
• Influencers and their influencers – aligning the planets
• Don’t just target you audience, involve and build relationships
• Givers, gain
Content is a ‘king maker’ in different disguises
• Written (you should be good at this one!)
• Surveys, news, roundtables, interviews
• Infographics, 404 pages
• Slidedecks
• Education resources, downloads
• Photo’s, video

65. SEO, SOCIAL AND CONTENT MARKETING
@googledave

67. SOCIAL MEDIA STRATEGY

68. AUDIENCE REACH

70. WHAT DO YOU WANT TO MEASURE

71. INFOGRAPHIC CASE STUDY

72. INFOGRAPHIC CASE STUDY

74. REMEMBER THIS?

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103. Write or video the process to
leverage the results online.

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105. GOOGLE+ IS SOCIAL, IT INFLUENCES SEO
@googledave

107. SEARCH PLUS YOUR WORLD – FED BY GOOGLE +

108. • Segment and define your audience
GOOGLE+ through circles – distribute relevant
content to relevant communities
• Hangouts –free video conferencing with
up to 10 people. Share presentations,
Google docs and screen-share. Live
broadcasting just a click away!
• Google+ Local – perfect for premise
based businesses – Can you on the 1st
page of Google for free!
• Brilliant way to share content & positively
impact your SEO
• An identity engine – build your authority
as an author & benefit from +1s - votes of
confidence

109. GOOGLE+ WHY YOU MUST USE IT
Get your content read and ranking faster
• Faster indexing of your content
• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive are you?
• Share-ability of author content
• Number of people in your circles and how
many you are in
• Engagement levels of your content
• Be prepared

111. SOCIAL MEDIA AND THE SEARCH ECO SYSTEM

112. HIGHLIGHTING AUTHORS
@googledave

113. AUTHORSHIP AND ROMANCING THE CLICK

114. GOOGLE + BEST PRACTICE
1. Optimise your Google+ Profile (as per previous slide!)
2. Create Circles of ‘influence’ and engagement
a. Think about your target demographic
b. Business sectors
c. Circles of influence will add SEO value
3. Think about your ‘great’ content - why and who you post it to
a. Specific circles – content relevant to them
b. Post to extended circles – ‘spread the word’
c. Share people’s content with whom you want to engage
4. Respond to engagement – build relationships
5. Get the Google +1 button on your website pages

115. FUTURE PROOFING YOUR SEARCH ACTIVITY

116. MEANINGFUL MEASUREMENT GOOGLE ANALYTICS
Social Value
• Visits from social platform
• Socially assisted conversions
• See how valuable you social activity is to generating applications and hires
• Provides data on ‘attribution model’ so you can gain insight on trends across you
digital attraction
• See what content gains engagement – fine tune and improve your ‘shareabilty’
reach and engagement
• Where does drop off/exit happen?
If Carlsberg did networking
• Influencers and their influencers – aligning
the planets
• Slidedecks
• Education resources, downloads
• Photo’s, video

117. MEANINGFUL MEASUREMENT GOOGLE ANALYTICS
Conversions
• Clarity on Social value in your
digital attraction
• Last click conversions of social
media influence?
• Fine tune your attraction
strategies
If Carlsberg did networking
• Influencers and their influencers
– aligning the planets
• Slidedecks
• Education resources,
downloads
• Photo’s, video

118. GOOGLE ANALYTICS
Google Analytics Best Practice
1. Focus on actionable metrics
2. Set up conversion goals & tracking
3. Look at your top 10 landing pages
bounce rates
4. Look at your keyword conversion
rates (and bounce rates)
5. What's your mobile traffic doing?

119. BREAKOUT: GOOLGE+
1. Write down 3 keywords to ‘link’ from your ‘about us’ section in your Google +
account to your website
2. Write down 3 different target audiences for your Google + circles.
3. Write a down traditional a marketing activity that worked well in the past.
4. How could you use this idea online and through what social channels?

120. KEY TAKEAWAYS TO INFLUENCE YOUR SEARCH
Relevancy (on page SEO)
• Focus on your users, give them what they want
• Freshness of content – how often do you change yours?
• Content marketing, evolves, purposeful, hot topics
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about and share
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
Experience (Google Panda)
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
• Test and measure through CRO

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142. QUESTIONS
AND ANSWERS