@googledave

WHO IS GOGLE’S CUSTOMER? (Screen shot Google followed by a big YOU

@googledave

WHY SHOULD IT BE EASY?

@googledave

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

@googledave

GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER

OVER 360 UPDATES IN 2012!

200 FACTORS INFLUENCE YOUR SEO

@googledave

Google Keyword Tool

Google Places is now Google + Local

Optimise you Google Places Listing

1. Fully complete your profile

2. Include images and video

3. Business contact details should be uniform across the web

4. Get reviews from customers and directories: freeindex.co.uk, yelp.co.uk etc

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!)

• Relevancy - On page SEO - 20% of the effort- Give users what they want- Be useful, answer the question

• Recommendation- Off page SEO – 50% of the effort- Will people vote for you with inbound links?- Social influence & proof

• Experience - 30% of the effort - What do user think of your pages?- How do you compare to your competition?

SEO – 200 Factors Influence Your Rankings

• Focus on your users - How often do you look at Google Analytics?- Reduce clutter and frictions?

• Make what you say, make sense- Read you content out loud – does it make sense- Don’t keyword stuff in your paragraphs- Make it unique and useful – don't duplicate!

• Freshness of content – when did you last change yours?- Evolves, make it purposeful, hot topics etc

• Don't make me wait; improve page load times• Check your page titles - don't spam them• Off page SEO – link building

- Google summons – Webmaster tools- Diverse keywords, build brand, location targets - Embrace social media, Google +

SEO and Over Optimisation

SEO – Best Practice (some!)

@googledave

SEARCH, SOCIAL AND CONTENT MARKETING

@googledave

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

LEES MAIN WEBSITE (OLD & NEW)

@googledave

SOCIAL MEDIA ASSETS & CONTENT

SOCIAL MEDIA ASSETS & CONTENT

SOCIAL MEDIA ASSETS & CONTENT

LEES SOLICITORS BIKE CLAIMS

POSITION 1 INSIDE 3 MONTHS!

Social Media Strategy

GOOGLE PLUS IS SOCIAL & INFLUENCES SEO

@googledave

Search, Plus Your World – Fed by Google +

GOOGLE PLUS WHY YOU MUST USE IT

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

@googledave

AUTHORSHIP IN PRACTICE

@googledave

FUTURE PROOFING YOUR SEARCH ACTIVITY

@googledave

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?

Conversion Rate Optimisation (CRO)

Be a Mogwai, not a gremlin (IMAGE)• Black hat, white hat• Make like a hedgehog not a fox (Jim Collins – Good to great)• ‘high quality’• Opportunities to improve low occupancy periods

@googledave

DON’T GIVE IN TO THE DARKSIDE!

KEY TAKEAWAYS TO INFLUENCE YOUR SEARCH

Relevancy (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• 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’

@googledave