Search Engine Optimisation (SEO)
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Transcript of Search Engine Optimisation (SEO)
Some say Google is God. Others say Google is Satan.
Tuesday 26th May
01/06/2015 1
S e rgey B r in , co - fo unde r, G o o g le
2
Simon HunterE-Business Advisor INI
Simon
Applies all he knows to
windsortennis.co.uk
Alison NichollE-Business Advisor INI
Alison
NI u17 Ladies Soccer Manager, and social media strategist
01/06/2015 2
Plan for Today
09:30 :: Registration
10:00 :: WHY?? & SEO - Simon Hunter
10:30 :: Social Media - Alison Nicholl
11:00 :: Case Study - Harrys Shack – Donal Doherty
11:45 :: Create an effective Digital Marketing Strategy - Alison Nicholl
12:15 :: email Marketing - Simon Hunter
12:45 :: Top Tips, Tools and Links – Simon Hunter
13:00 :: Lunch & Networking
01/06/2015 3
The ‘Google Guru’ guys
• Avinash Kaushik
– Works for Google
– Prolific blogger
– Follow on LinkedIn
01/06/2015 5
The ‘Google Guru’ guys
• John Mueller
– Works for Google
– google.com/+JohnMueller
– Does Google hangouts
01/06/2015 6
Digital Marketing Strategy
01/06/2015 7
If it’s worth doing....
The questions everyone asks . . .
01/06/2015 8
48 hours 12,000 new signups
Other Marketing? Few Google Ads
So who’s seen it? Only 19.1 million to date....
No-one watched it first 3 months – 4.75 million
Bet it ££££ a lot!! No – just $4,500
Facebook a mere 1.75 million to date....
Twitter 61.2 thousand followers ....Active customers 1.2 million....
Does it work all the time?
01/06/2015 9
• 48 million views• Film was ....rubbish
What’s Digital Marketing all about?
• Acquisition
• Engagement
• Conversion
• Retention
• Support
01/06/2015 10
Surely a website is enough?
01/06/2015 11
SHADOW(What everyone else
says about you!)
VOICE(your
website)FOOTPRINT
(Ads, Social Media, e-zines,
other)
Source: Gareth Dunlop, Ion
01/06/2015 12
What?Internet overtakes television to become biggest advertising sector in UKSource: Year
Fact
Web > TV
WHY Digital??
01/06/2015 13
It’s about Driving Traffic......
Web Site
Search
Social Media
Paid Search
Advertising
Traditional Marketing
• Telephone
• Postal mail
• TV & Radio Advertising
• Events
• Brochures, Fliers
• Recommendations
01/06/2015 Digital Marketing - Is it any good? 14
WHY DIGITAL??
Because that is
where your
customers are
01/06/2015 15
Start with your
customers and work
backwards
01/06/2015 Digital Marketing - Is it any good? 16
Influence on B2B
Of businesses use the Internet to research and find potential vendorsSource: Forrester
Fact
88%
01/06/2015 17
But it’s not freeNo cost The Investment
•Time
•Energy
Engage with What??
•Time
•Energy
01/06/2015 18
Do....
•Listen to your audience
•Be honest
•Publish Consistently
•Be gracious - acknowledge others
•Use Images
InteractionDo’s & Don’ts
01/06/2015 19
Don’ts....
•Act without thinking
•Reveal personal information about colleagues, competitors
•Spam
•Use images without permission
•rights- managed
•Royalty-free
•Creative commons
InteractionDo’s & Don’ts
01/06/2015 20
Keep the focus
Some have in built tools
•Facebook insights
•google.com/alerts
•hootsuite.com
•bit.ly.com
Monitor??
01/06/2015 21
Influence on retail
...of all retail sales are expected to be influenced by or made on the InternetSource: Forrester
Fact
81%
SEO – the Google Way
• 4 Algorithms to be aware off
– Panda
– Penguin
– Hummingbird
– Mobile
01/06/2015 26
SEO – the Google Way
• Panda – April 2011– Content more relevant,
– Google fights thin, stolen or plagirised content.
– Interestingly, Google now dislikes sites with high ad/content ratio.
– Sites with too much ad-space above the fold were penalized.
01/06/2015 27
SEO – the Google Way
• Penguin – April 2012
– Link Schemes
– Keyword Stuffing
– Over Optimization
– Web Spam
– Unnatural links
– ‘No’ to reciprocal links
– Google Disavow Tool became very useful at this point!
01/06/2015 28
SEO – the Google Way
• Hummingbird – August 2013
– More User Centric than previous major updates.
– Google tries to give the searcher what Google thinks they want (using user info), rather than just on the keyword phrase.
– Knowledge graph on search returns is evidence of this.
– Google wants Fast, Relevant, Comprehensive, User Experience.
01/06/2015 29
SEO – the Google Way
• Penguin 3.0 – October 17 2014
– > 12 months since previous Penguin update,
– many major brands damaged by focus on poor links
– the release of Penguin 3.0 sees a significant change in returns
– Google claimed that only 1% of English speaking websites were affected
01/06/2015 30
SEO – the Google Way
• Google Search Console
– https://www.google.co.uk/webmasters/tools/mobile-friendly
01/06/2015 31
Mobile – April 21 2014
SEO – the Google Way
• A defined viewing area (or viewport) – that adjusts to the device’s screen size
• Content that flows in the viewport– users don’t have to scroll horizontally or
pinch the screen in order to see the entire page
• Fonts that scale in size – easier reading on small screens
• Easy-to-touch elements (e.g., buttons) – well-spaced from other touch elements
• Visual design and motion driven by mobile-friendly technology– don’t use Flash!
01/06/2015 32
Pay per Click – PPC
• Google Adwords
– a PPC advertising platform
– allows advertisers to show ads to a targeted audience on Google Search Results as well as on advertising websites.
01/06/2015 33
PPC v SEO
PPC• Instant Traffic
• Unlimited Keywords
• Total control over adtext & landing page
• Certainty
• Cost Effective
• Warning – can kill in the hands of a novice!
SEO• Medium to Long term
traffic
• Limited Keywords
• Degree of control over text & landing page
• Volatile
• When it works, it’s possibly the most cost-effective marketing an advertiser will ever do.
01/06/2015 34