Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales

Digital Summer Series - 3 of 6
Using SEO and PPC to Make More Sales
#gianttalks
@anthonyklokkou
@thenikoo

Set up in 2008/9
PPC, SEO and Social
Now 30 people
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
GiantSleeping

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
-Talks will be running every month over the summer
-Completely free
-Covering various areas around digital marketing
-Next month’s is on 29th of July and will be more
focused around tracking performance of your
digital marketing
-Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
3

Search Engine
Optimisation
-Where to start
-Picking the right keywords
-Tips for success
-Measuring success - @AnthonyKlokkou

What is SEO
6
SEO or Search Engine Optimisation is
the process of affecting the visibility
of a website or a web page in a
search engine's natural or un-paid
search results
PPC
PPC
SEO

How it works
-Lots of specific factors that Google uses to
assess relevancy
-On page SEO
-Content, meta, internal linking
-Off page SEO
-Links back to the site, social engagement
7

On page
8
meta data, content

Internal anchor text
9
Content about a particular article,
then link to another article about
Online Marketing using relevant
anchor text within the post
Page about
online marketing

Link principle
10
Your
site
Site A
Site C
Site B

Social principle
- Social signals!
- Engagement & sentiment from
the user
- Engagement is key
- Not just likes and followers
11

Building links/engagement
- Decide your target audiences and consider:
- What would they be interested in
- Who are their relevant key influencers
- For SGM
12
Interest Topics Key Inﬂuencers
Business Owners
Driving revenue through search,
Low cost search solutions
@ukstartup, @kentbusinesses,
@invictachamber
Marketing Managers
Customer acquisition using PPC,
How to engage withYouTube
@ppchero, @sejournal,
@marketingland
New To Search
What is PPC? What is Search
Marketing and how to use it?
@googleanalytics, @moz,
@adwords

SEO - strengths
-Traffic is “free”
-Potentially better ROI
-If done officially positions are sustainable
-Building a longterm asset
-Broader reach than PPC potentially
13

SEO - weaknesses
-Takes time to build traffic
-Less targeting capabilities compared to PPC
-The rules change - takes time to understand
and interpret them
-No one fully understands the rules, not even
Google
-Pages are often content heavy
14

Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
15
Picking the right Keywords

Picking the right keywords
-Things to consider:
-What will my target audience be searching
for?
-What terms describe my product/service?
-Where do my competitors appear?
-Search volumes?
16

-Things to consider:
-Adwords Keyword Planner
- https://adwords.google.ca/KeywordPlanner
-Keyword Spy
- www.keywordspy.co.ukSearch volumes?
17

-Consider volume, competition and suggested
bid:
18

Title Text
-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
19
Tips for Success

SEO - tips for success
-Pick the right terms to target
-DON’T buy links!
-Don’t trust guarantees
-Content is King
-Social is Queen
-Using internal anchor text
-Find a balance
-Use tools to help you
20

Tech tools
21
No one piece of
technology does
everything. By ﬁnding
the best systems and
combining the human
factor you will get the
best result.
moz - http://moz.com
Screaming frog - http://www.screamingfrog.co.uk/seo-spider/
Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner
Social Bro - http://www.socialbro.com
majestic - http://www.majesticseo.com
analytics - http://www.google.com/analytics/
Hootsuite - https://hootsuite.com

Google Analytics
- What is Google Analytics?
23

Google Analytics
- How do I get Google Analytics?
- It’s free - you just need a
Google account
- Add a simple tag to every
page of your website
- Most CMS will do this for you
- Accrue some data
24

Google Webmaster Tools
-Another free tool
from Google
-Easy to setup
-Gives guidance
and performance
feedback
25

Pay Per Click
-Strengths
-Weaknesses
-Optimisation

Pay per click
-Is it right for your business?
-Tips on setting up an account
-Tips on managing and optimising your
account
27

What is PPC?
28
PPC
PPC
SEO

What is PPC?
-It’s all about relevance
29
£14
£15
£13
£12
£11
£10
£9
£8

General principle
-Relevancy
!
-Search Query - Advert - Landing page
30

Getting started
-What do you sell?
-What else does your customer call it?
-What makes you the most money?
-Where do you sell your product / service?
-Refer to your site’s navigational structure to
start with.
31

Getting started
- Use Google Tools, such as the
Keyword Planner, to get you
started.
- Get Keyword and Ad group
Ideas based on your key
terms.
- Get search volume estimates.
32

Shoes Red shoes
red converse
trainers
ShoesAds
Shoes
Red shoes
Red shoes
red converse
trainers
red converse
trainers
ad group ad group ad group
Landing page
Keyword
Relevancy & quality score
33

What to avoid
-All keywords In one ad group
-All ad groups in one campaign
-Irrelevant ad copy / landing pages
-Not monitoring or optimising frequently.
34

Landing pages
35
Things to consider:
!
-Page Layout
!
-Conversions / Sales
!
-Content
!

PPC strengths
- Fast to setup
- Easy to learn, difficult to master
- Huge amount of control over the targeting
- Can be switched on or off when ever you
like
- Google rewards relevance
- You can set maximum budgets
36

PPC weaknesses
-It costs per click and easy to spend a lot of
money quickly
-Google doesn’t really help you out in that
regard
-Lots to learn, it changes quite regularly
37

Adwords Editor
-Offline
management
-Quicker and
easier
-Can back up the
account
38

Search Query Report
-SQRs help you find
new terms
-What your customers
are actually typing in
39

Other engines
-Only use them once you are
sure you are doing a pretty
good job with Google!
40

Thanks for listening, any questions?
!
Next event 29th of July
Tracking performance – Google Analytics and other tools
!
This presentation will be sent out to attendees

Shepway
Apprenticeship Scheme
•  Grants of up to £1,500 per apprenticeship
offered to Shepway businesses recruiting
Shepway residents as full-time apprentices.
•  Over 160 apprenticeships supported through the
scheme since April 2012.
•  For further information contact Jeremy Whittaker
– 01303 853375 –
jeremy.whittaker@shepway.gov.uk
42

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Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales