SEO Essentials - B2B west kent

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 3



https://adwords.google.com/professionals/profile/org?id=017702451200549020354







t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 5

ClientsSleeping Giant Media




Search Engine Optimisation-Where to start

-Picking the right Keywords

-Tips for success

-Measuring success- @LukeQuilter

- @SleepingGiantM










Where to start?

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

What is SEO

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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 asses relevancy

-On page SEO

-Content, meta, internal linking

-Off page SEO

-Links back to the site, social engagement

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On page

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meta data, content











Internal anchor text

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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

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Your site

Site ASite C

Site B











Social Principle

- Social Signals!

- Engagement & Sentiment from the user

- Engagement is key

- Not just likes and followers

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Building Links/Engagement

- Decide your target audiences and consider:

- What would they be interested in

- Who are their relevant key influencers

- For SGM

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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 with YouTube

@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

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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

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Title Text-Body Level One

-Body Level Two

- Body Level Three

- Body Level Four

- Body Level Five

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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?

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- Things to consider:

-Adwords Keyword Planner

- https://adwords.google.ca/KeywordPlanner

-Keyword Spy

- www.keywordspy.co.ukSearch volumes?

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https://adwords.google.ca/KeywordPlanner



-Consider volume, competition and suggested bid:

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Title Text-Body Level One

-Body Level Two

- Body Level Three

- Body Level Four

- Body Level Five

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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 22











Tech tools

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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










http://moz.com

http://www.screamingfrog.co.uk/seo-spider/

https://adwords.google.ca/KeywordPlanner

http://www.socialbro.com

http://www.majesticseo.com

http://www.google.com/analytics/

https://hootsuite.com

Measuring Success


Google Analytics

- What is Google Analytics?

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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’s will do this for you

- Accrue some data

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Google Webmaster Tools

-Another free tool from Google

- Easy to setup

-Gives guidance and performance feedback

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Thanks for listening, any questions?

The next talk will be at 11.00

SEO - Writing basics with Rachel Birchley

SEO Essentials - B2B west kent

Marketing

Transcript of SEO Essentials - B2B west kent