Digital Summer Series - 3 of 6 Using SEO and PPC to Make More Sales #gianttalks @anthonyklokkou @thenikoo

Set up in 2008/9 PPC, SEO and Social Now 30 people

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GiantSleeping

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The summer series

- Talks will be running every month over the summer

-Completely free

-Covering various areas around digital marketing

-Next month’s is on 29th of July and will be more focused around tracking performance of your digital marketing

- Please feel free to use social throughout!

-@sleepinggiantM #gianttalks

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Search Engine Optimisation-Where to start

-Picking the right keywords

-Tips for success

-Measuring success - @AnthonyKlokkou

Where to start?

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What is SEO

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SEO or Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results

PPC

PPC

SEO

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How it works

-Lots of specific factors that Google uses to assess relevancy

-On page SEO

-Content, meta, internal linking

-Off page SEO

-Links back to the site, social engagement

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On page

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meta data, content

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Internal anchor text

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Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing

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Link principle

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Your site

Site ASite C

Site B

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Social principle

- Social signals!

- Engagement & sentiment from the user

- Engagement is key

- Not just likes and followers

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Building links/engagement

- Decide your target audiences and consider:

- What would they be interested in

- Who are their relevant key influencers

- For SGM

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Interest Topics Key Influencers

Business Owners Driving revenue through search, Low cost search solutions

@ukstartup, @kentbusinesses, @invictachamber

Marketing Managers Customer acquisition using PPC, How to engage with YouTube

@ppchero, @sejournal, @marketingland

New To Search What is PPC? What is Search Marketing and how to use it?

@googleanalytics, @moz, @adwords

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SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

- Building a longterm asset

- Broader reach than PPC potentially

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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

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Title Text-Body Level One

-Body Level Two

- Body Level Three

- Body Level Four

- Body Level Five

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Picking the right Keywords

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Picking the right keywords

- Things to consider:

-What will my target audience be searching for?

-What terms describe my product/service?

-Where do my competitors appear?

- Search volumes?

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Picking the right keywords

- Things to consider:

-Adwords Keyword Planner

- https://adwords.google.ca/KeywordPlanner

-Keyword Spy

- www.keywordspy.co.ukSearch volumes?

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Picking the right keywords

-Consider volume, competition and suggested bid:

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Title Text-Body Level One

-Body Level Two

- Body Level Three

- Body Level Four

- Body Level Five

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Tips for Success

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SEO - tips for success

- Pick the right terms to target

-DON’T buy links!

-Don’t trust guarantees

- Content is King

- Social is Queen

-Using internal anchor text

- Find a balance

-Use tools to help you 20

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Tech tools

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No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result.

moz - http://moz.com

Screaming frog - http://www.screamingfrog.co.uk/seo-spider/

Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner

Social Bro - http://www.socialbro.com

majestic - http://www.majesticseo.com

analytics - http://www.google.com/analytics/

Hootsuite - https://hootsuite.com

Measuring Success

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Google Analytics

- What is Google Analytics?

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Google Analytics

- How do I get Google Analytics?

- It’s free - you just need a Google account

- Add a simple tag to every page of your website

- Most CMS will do this for you

- Accrue some data

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Google Webmaster Tools

-Another free tool from Google

- Easy to setup

-Gives guidance and performance feedback

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Pay Per Click

-Strengths

-Weaknesses

-Optimisation

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Pay per click

- Is it right for your business?

- Tips on setting up an account

- Tips on managing and optimising your account

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What is PPC?

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PPC

PPC

SEO

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What is PPC?

- It’s all about relevance

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£14

£15

£13

£12

£11

£10

£9

£8

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General principle

- Relevancy

!

-Search Query - Advert - Landing page

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Getting started

-What do you sell?

-What else does your customer call it?

-What makes you the most money?

-Where do you sell your product / service?

- Refer to your site’s navigational structure to start with.

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Getting started

- Use Google Tools, such as the Keyword Planner, to get you started.

- Get Keyword and Ad group Ideas based on your key terms.

- Get search volume estimates.

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Shoes Red shoes red converse trainers

ShoesAds

Shoes

Red shoes

Red shoes

red converse trainers

red converse trainers

ad group ad group ad group

Landing page

Keyword

Relevancy & quality score

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What to avoid

-All keywords In one ad group

-All ad groups in one campaign

- Irrelevant ad copy / landing pages

-Not monitoring or optimising frequently.

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Landing pages

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Things to consider: !

-Page Layout !

-Conversions / Sales !

-Content !

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PPC strengths

- Fast to setup

- Easy to learn, difficult to master

- Huge amount of control over the targeting

- Can be switched on or off when ever you like

- Google rewards relevance

- You can set maximum budgets

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PPC weaknesses

- It costs per click and 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

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Adwords Editor

-Offline management

-Quicker and easier

- Can back up the account

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Search Query Report

- SQRs help you find new terms

-What your customers are actually typing in

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Other engines

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

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Thanks for listening, any questions? !

Next event 29th of July Tracking performance – Google Analytics and other tools !This presentation will be sent out to attendees

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Shepway Apprenticeship Scheme

•  Grants of up to £1,500 per apprenticeship offered to Shepway businesses recruiting Shepway residents as full-time apprentices.

•  Over 160 apprenticeships supported through the scheme since April 2012.

•  For further information contact Jeremy Whittaker – 01303 853375 – jeremy.whittaker@shepway.gov.uk

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