Overview of SEO, PPC and Social Media

Presented by: Luke Quilter

Friday, 13 September 13

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk

Introduction

-What channels are we talking about?

-Strengths, weaknesses, potential uses

-Can they be used in a B2B environment?

-Video presentation is available via our website should you miss anything!

2Friday, 13 September 13

mailto:hello@sleepinggiantmedia.co.uk

http://www.sleepinggiantmedia.co.uk

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

Some of our clients

The channels

4

The aim of search and social is to get relevant traffic to your site

The channels

4

With the ultimate focus of getting more customers and

growing your business

The channels

4

PPC SEOSocial

Website

Why I love digital

-All the rules of marketing still apply

-Search

-Active customers

-Real time decision making

-Social - Conversational, bring in your personality

-Creative application wins out

PPC

-Strengths

-Weaknesses

-B2B applications

What areas

7

PPC

SEO

General principle

- Relevancy

- Search Query - Advert - Landing page

PPC Strengths

- Fast to setup

- Data received almost real time (2 hour lag)

- Easy to learn, difficult to master

- Huge amount of control over the targeting and display settings

- Can be switched on or off when ever you like

- Google rewards relevance

PPC Weaknesses

- It costs per click and it’s 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

-No real demographic targeting

Landing pages

11

PPC page SEO page

TrafficRelevancy

Landing pages

11

PPC page SEO page

TrafficRelevancy

Landing pages

11

PPC page SEO page

TrafficRelevancy

Search Query Report

- SQR’s help you find new terms

-What your customers are actually typing in

Other engines

- Time Vs reward

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

B2B environment

- As ever ask, Who is your customer?

- How can you assess the value of the traffic?

- Phone tracking

- Ask inbounds

- Analytics

- All hours of targeting

SEO

-Strengths

-Weaknesses

-B2B applications

What areas

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PPC

SEO

How it works

- Lots of specific factors that Google uses to asses relevancy

-On page SEO

- Content, meta

-Off page SEO

- Links back to the site

Link principle

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Your site

Site ASite C

Site B

Link principle

18

Your site

Site ASite C

Site B

Link principle

18

Your site

Site ASite C

Site B

Link principle

18

Your site

Site ASite C

Site B

On page

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meta data, content

SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

- Building a long term asset

- Broader reach than PPC potentially

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

SEO - Tips for success

- Pick the right terms to target

-DON’T buy links!

-Don’t trust guarantees

- Content updates to the site regularly (blogs)

-Using internal anchor text

- Find a balance

-Use tools to help you 22

B2B Applications

- Likely to be more technical language than the B2C market

- Blogs are great

- Remember however that not everyone knows the industry terms!

-What questions do your customers always ask you?

Social Media

-Strengths

-Weaknesses

-Tips for success

The options

Social - Strengths

- Building of rapport - trust

- Can reach a huge audience

-Adds value to the brand

- Can reduce costs on other channels

Social Weaknesses

-Not generally a direct sales channel

-Not intent based generally

- Potential for complaints

- Can do harm if not run well

-Quantifying performance is still a problem, expensive to track

Google+

- Impact on search results

-Good interface

- B2B and B2C

Social - Tips for success

- Have a story

- Pick 6 content topics

-Develop a tone of voice

- Plan the activity, delegate roles within your business

- Link back to your site for selling

- Integrate with other channels

Summary points

- Remember who your customer is?

- Select your keywords and content topics based on what they would look for

- Their use of the channel is likely to increase

- Search is all about relevancy

- Social is a growing area, with impacts that impact search engine ranking

Where to get more information?

-www.sleepinggiantmedia.co.uk

- Clients section (B2B case studies)

- Blog section (industry related updates and tutorials)

- Youtube - PPC, SEO and Social explained videos

Thanks for your time-LIVE SEO audits throughout the day

-Expert panel at the end of the day

-Any further questions?

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