Breakout Session 3: Search Engine OptimisationSimon Heyes

International Head of Sales Operations bigmouthmedia

Search Engine Optimisation (SEO)

Breakout Session

13th June, 2012

SETTING THE SCENE

THE SEARCH MARKETPLACE IS CONSTANTLY CHANGING. SEARCH AND SOCIAL NOW GO HAND IN HAND, SO WHEN CONSIDERING ONE, CONSIDER THE OTHER

The Old Way of Searching

The New Way of Searching

WHAT IS SEO?

• SEO is about making your website and other owned assets (Facebook, YouTube, Twitter) more relevant and authoritative than other websites, in relation to certain keywords

• An SEO strategy should maximise your Owned Media asset visibility on the search result pages...

Images

Videos

Location

News and PR

Web pages

Social citations

WHY IS SEO IMPORTANT FOR FILMMAKERS?

Examples• Xxxx

• Xxxx

• xxxMOST PEOPLE HAVE GOOGLE AS THEIR HOMEPAGE. USERS LOOKING FOR PRODUCTS, SERVICES, NEWS OR INFORMATION WILL BEGIN WITH A SEARCH.

WHY DO I WANT PEOPLE TO COME TO MY MOVIE WEBSITE?

LET IT ACT AS YOUR ‘DIGITAL HUB’ FOR ALL PLATFORMS

YOURMOVIEWEBSITE.COM

BUT IN SEO, THERE’S ALWAYS COMPETITION...

Examples• Xxxx

• Xxxx

• xxx

Examples• Xxxx

• Xxxx

• xxx

Examples• Xxxx

• Xxxx

• xxx

Examples• Xxxx

• Xxxx

• xxx

• SEO CODE BASICS

• <title>

• <meta keywords>

• <meta description>

• Use the movie title wherever possible

Examples• Xxxx

• Xxxx

• xxx

LET IT ACT AS YOUR ‘DIGITAL HUB’ FOR ALL PLATFORMS

YOURMOVIEWEBSITE.COM

LET IT ACT AS YOUR ‘DIGITAL HUB’ FOR ALL PLATFORMS

YOURMOVIEWEBSITE.COM

Examples• Xxxx

• Xxxx

• xxx

Examples• Xxxx

• Xxxx

• xxx

Examples• Xxxx

• Xxxx

• xxx

• Twitter page for the film...Twitter accounts for characters?

• New! Twitter Branded Hashtag page

THINK ABOUT WHAT USERS ARE GOING TO SEARCH FOR...

Examples• Xxxx

• Xxxx

• xxx

Think about Keywords...• Optimise the website, images and

YouTube videos for the movie title

• Optimise the website, images and YouTube videos for character names

• Optimise the website, images and YouTube videos for made up locations

TOOLS

• Google Insights for Search

• http://www.google.com/insights

• Google Adwords – Public Keyword Tool

• https://adwords.google.com/select/KeywordToolExternal

• Google Global Market Finder

• http://translate.google.com/globalmarketfinder/index.html?locale=en

SUMMARY - 8 KEY TIPS AND RULES TO FOLLOW

Tips and Rules• Always have some text, related to the film title, in

and around video on the homepage

• Use the SEO Code Basics if you’re stuck with a flash site

• Use the movie website as the Digital Hub for other social platforms

• Optimise video descriptions on YouTube!

• Link the platforms together

• Encourage sharing

• Think about your keywords – what will searchers be looking for?

• Provide a consistent brand experience across all platforms

THANK YOU!

SIMON HEYESSIMON@BIGMOUTHMEDIA.COM+44(0)131 561 1783@MRHEYES

Helping independent film companies become intelligent buyers and users of digital marketing

#MKTGMOVIES