SEO & Content Marketing Talk for Grant Thornton

@googledaveSocial Media: A snap shot by Bryan Adams Twitter: @Bryan_phc

@googledaveSocial Media: A snap shot by Bryan Adams Twitter: @Bryan_phc

@googledaveSocial Media: A snap shot by Bryan Adams Twitter: @Bryan_phc

WHY SHOULD IT BE EASY?

GOOGLE HAVE A ‘JEDI’ COUNCIL

GOOGLE QUALITY RATERS

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

We want all improvements for the users

GOOGLE INSIGHTS

GOOGLE KEYWORD TOOL

SEO BEST PRACTICE (some!)

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?

BREAKOUT: SEARCH ENGINE OPTIMISATION (SEO)

@googledaveSocial Media: A snap shot by Bryan Adams Twitter: @Bryan_phc

SO MANY UPDATES SO LITTLE TIME

ENTER THE PANDA : 23rd FEBUARY 2011

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.”

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

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

ANSWER GOOGLE’S 23 ‘QUALITY QUESTIONS’

Would you trust the information presented in

this article?

Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?

Does this article have spelling, stylistic, or

factual errors?

How much quality control is done on content?

Does this article provide a complete or

comprehensive description of the topic?

Are the articles short, unsubstantial, or

otherwise lacking in helpful specifics?

ENTER THE PENGUIN : APRIL 24th 2012

GOOGLE SUMMONS

APRIL 24th 2012 THE PENGUIN LANDED

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

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

WHAT TO DO TO KEEP THE PENGUIN HAPPY

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

Why use Google Adwords?

GOOGLE ADWORDS - PPC

GOOGLE ADWORDS – BEST PRACTICE (some!)

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?

BREAKOUT: GOOGLE ADWORDS – PAY PER CLICK (PPC)

CONVERSION RATE OPTIMISATION (CRO)

CONVERSION RATE OPTIMISATION (CRO)

CONVERSION AUDITS OF WEBSITE IN THE ROOM

CONVERSION AUDITS OF WEBSITE IN THE ROOM

CONVERSION AUDITS OF WEBSITE IN THE ROOM

CONVERSION AUDITS OF WEBSITE IN THE ROOM

CONVERSION AUDITS OF WEBSITE IN THE ROOM

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?

BREAKOUT: CONVERSION RATE OPTIMISATION (CRO)

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

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

@googledave

SEO, SOCIAL AND CONTENT MARKETING

SOCIAL MEDIA STRATEGY

AUDIENCE REACH

SOCIAL MEDIA FRASTRUCTUREMEASUREMENT SOCIAL ATTRIBUTION

WHAT DO YOU WANT TO MEASURE

INFOGRAPHIC CASE STUDY

INFOGRAPHIC CASE STUDY

SHOW IT ON VIRGIN.COM

SHOW BERGSHOW TOUR DEFRANCE ON ORANGE

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Write or video the process to leverage the results online.

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@googledave

GOOGLE+ IS SOCIAL, IT INFLUENCES SEO

SEARCH PLUS YOUR WORLD – FED BY GOOGLE +

GOOGLE+ • Segment and define your audience

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

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

GOOGLE+ WHY YOU MUST USE IT

AUTHORSHIP IN PRACTICE

SOCIAL MEDIA AND THE SEARCH ECO SYSTEM

@googledave

HIGHLIGHTING AUTHORS

AUTHORSHIP AND ROMANCING THE CLICK

GOOGLE + BEST PRACTICE1. Optimise your Google+ Profile (as per previous slide!)

2. Create Circles of ‘influence’ and engagement

a. Think about your target demographicb. 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 themb. 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

FUTURE PROOFING YOUR SEARCH ACTIVITY

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

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

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?

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?

BREAKOUT: GOOLGE+

KEY TAKEAWAYS TO INFLUENCE YOUR SEARCHRelevancy (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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QUESTIONS AND ANSWERS