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Transcript of BookingLive Event: Reload Digital's Presentation
How SEO Can Grow Your Business
Cara Whitehouse – Reload Digital
Clients
Search Engine Facts & Figures
• UK Search Market:
Google Bing yahoo/Others0
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Search Engine Facts & Figures
• 1.6+ billion visits a month to Google UK
• Worldwide, Google answers 100 billion searches a month
• 86% of people use Search Engines in the purchasing process and c.92% people don’t go past page 1
Google Results
‘Pay Per Click’ Ads‘Organic’ Listings
‘Local’ Listings
What is SEO
• Process of modifying a website to improve its (organic) visibility for generic search terms.
• Improve rankings?• Improve traffic?• Improve quantity and quality of traffic that
might otherwise not have found your site
Search Engine Optimisation
• Process of improving rankings and visibility in the search engines through…• Relevance to Search Query• Site Authority• Technical ‘SEO-Friendliness’• Valuable Content & User Experience
• 2 Sides to SEO; On-site and Off-site…
Search Engine Optimisation – On Site
• Content • Meta Data & URL Optimisation (Unique page titles and descriptions)• Headers • Navigation Structure & Internal Links• Schema Mark-up (Reviews, Videos)• Fresh Content - Blogs
• Technical (Trust is important to Google)• Error Removal (broken links, malware, syntax/coding errors)• XML Sitemap• Server Reliability & Load Speed
Search Engine Optimisation – Where to Start
• Keyword Research• https://adwords.google.com/KeywordPlanner
• Google Trends• www.google.com/trends
• Competitor Analysis• www.opensiteexplorer.org
• Industry Research
xGoogle - Keyword Planner
• https://adwords.google.com/KeywordPlanner
Search Engine Optimisation
• Meta Data - Good example…
Keyword Prioritisation
Appealing, informative description with keywords and call-to-action. Less than 160 characters
Neat, readable URL with keywords
Less than 60 characters
Search Engine Optimisation
• Bad Example…
Keyword Stuffing
Keyword stuffed, nonsensical, grammatically poor description
URL is unappealing
More than 60 characters
Content Creation
• Use terms that people are searching for• Most popular• Most appropriate ‘intent’
• Think beyond text: • Provide searchable descriptions – eg on YouTube, images etc
Search Engine Optimisation – Video & Images
• ‘Rich snippets’
• Higher click-through-rates
• Schema mark-up
• Optimise your videos / YouTube
• Video site map
• Reviews
Search Engine Optimisation – Local
• Claim your Google+ Local page
• Use Keywords in your content
• Use appealing imagery
• Give full contact details
• Encourage reviews
Search Engine Optimisation – Off Site
• Link Building – Quality, Not Quantity
• Social Mentions/Citations• Build a dedicated following of brand advocates
• Share Content, spreading awareness of your brand• Citations & social mentions
• Google Products (Local, YouTube, Images, Google+)
• Content Marketing
xxxxxxxx - Google Analytics
Search Engine Optimisation – Common Mistakes
• Poor keyword selection
• Too little / Duplicate content
• Over-optimisation
• Poor user experience
• Slow site
• Aggressive/cynical link building Think marketing, not SEO!
Google+
SEO Benefits = More Traffic
• Posts are web pages• Real estate• Instant indexing
• Build authority to your site & impact traffic• Social proof • Link profile
PPC vs SEO
Factor PPC SEO
Speed to 1st Page Immediate Potentially Lengthy
Compete-ability Do-able Tougher
Cost Pay Per Click ‘Free’ Clicks
Longevity of Results No Yes
Best in collaboration!
• Any Questions?
The Contact
Cara Whitehouse
Head of UK/Europe
t: 020 7734 8273
m: 07980 506952
w: reloaddigital.co.uk
Thank You!