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Sleeping Giant Media managing director, Luke Quilter, was asked to be a guest speaker at the Business Breakfast, part of the East Kent B2B conference in Canterbury. In his presentation, Luke gives an introduction to search engine optimisation (SEO), pay per click (PPC) and social media.
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Presented by: Luke Quilter
Overview of SEO, PPC and Social Media
Friday, 13 September 13
t. 01303 240715 e. [email protected] 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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Some of our clients
3Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
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The aim of search and social is to get relevant traffic to your site
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
4
With the ultimate focus of getting more customers and
growing your business
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
4
PPC SEOSocial
Website
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
5Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC
-Strengths
-Weaknesses
-B2B applications
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What areas
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PPC
PPC
SEO
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
General principle
- Relevancy
- Search Query - Advert - Landing page
8Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
9Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
10Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
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PPC page SEO page
TrafficRelevancy
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
11
PPC page SEO page
TrafficRelevancy
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
11
PPC page SEO page
TrafficRelevancy
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Search Query Report
- SQR’s help you find new terms
-What your customers are actually typing in
12Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Other engines
- Time Vs reward
-Only use them once you are sure you are doing a pretty good job with Google!
13Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
14Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO
-Strengths
-Weaknesses
-B2B applications
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What areas
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PPC
PPC
SEO
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
17Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Link principle
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Your site
Site ASite C
Site B
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Link principle
18
Your site
Site ASite C
Site B
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Link principle
18
Your site
Site ASite C
Site B
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Link principle
18
Your site
Site ASite C
Site B
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
On page
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meta data, content
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO - strengths
- Traffic is “free”
- Potentially better ROI
- If done officially positions are sustainable
- Building a long term asset
- Broader reach than PPC potentially
20Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
21Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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?
23Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Social Media
-Strengths
-Weaknesses
-Tips for success
Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The options
25Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Social - Strengths
- Building of rapport - trust
- Can reach a huge audience
-Adds value to the brand
- Can reduce costs on other channels
26Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
27Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Google+
- Impact on search results
-Good interface
- B2B and B2C
28Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
29Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
30Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
31Friday, 13 September 13
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Thanks for your time-LIVE SEO audits throughout the day
-Expert panel at the end of the day
-Any further questions?
Friday, 13 September 13