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1 This webinar will start at 14:30 SEO: How to Promote your Business in Google's Listings Maria Ketteringham Strategy & Planning Manager Broker Consultancy, Aviva Justin Deaville Managing Director, Receptional 15th June 2017

2 Agenda: 5 Steps to Success 1 Keyword research 2 Site structure 3 Website content 4 How to optimise a page 5 Local SEO

3 What is Organic Search (SEO)? Paid Organic

4 6,014,340 Lost Visits

5 Poll Q: How hard do you work?

6 Think like a lazy sloth

7 1. Keyword Research

8 Poll: What s the percentage of people that click on first position????

9 First place is a great place to be 37% 18% 12%

10 Where are the easy wins? 1. Keywords that are popular 2. Keywords where you ALREADY rank well 3. Keywords that are likely to generate business

11 Takeaway: Google Webmaster Tools Some sample keywords block freeholder building roofing backed guarantees block of flats freeholder rtm building for flats freeholder freeholders share of freehold buildings buildings for freeholders back guarantee terrorism engineering inspection backed guarantee providers terrorism for homeowners uk freehold building backed guarantee roofing unrated insurers freehold backed guarantees waste freehold providers backed warranty what is engineering inspection

12 Keyword (Query) Impressions (Searches) Position (on Google) Keyword 1 2,640 9 Keyword 2 2,608 2 Keyword 3 1,439 9 Keyword 4 1,316 3 Keyword 5 1,272 2 Keyword 6 1,234 8 Keyword 7 1,180 7 Keyword 8 1,034 3

13 Keyword (Query) Impressions (Searches) Position (on Google) Keyword 2 2,608 2 Keyword 5 1,272 2

14 Keyword (Query) Impressions (Searches) Position (on Google) Existing clicks (18%) Clicks in 1 st position (37%) Keyword 2 2, Keyword 5 1,

15 Keyword (Query) Impressions (Searches) Position (on Google) Existing clicks (18%) Clicks in 1 st position (37%) Keyword 2 2, Keyword 5 1, Moving from second to first position generates an extra 738 visits each month

16 Keyword (Query) Impressions (Searches) Position (on Google) Existing clicks (18%) Clicks in 1 st position (37%) Keyword 2 2, Keyword 5 1, Moving from second to first position generates an extra 738 visits each month What if just 2% of those visits generate an enquiry? That s 15 enquiries every month.

17 Live demo

18 2. Site structure

19 Ranking factors in 2017 What you say about yourself (on-page SEO) What others say about you (off-page SEO)

20 Classic site structure Home page Home Categories Category 1 Category 2 Individual pages Product Page 1 Product Page 2 Product Page 3 Product Page 4 Product Page 5 Product Page 6

21 How might this work for you? Insurance broker Transport Property Bus Logistics Van Commercial Property Residential Property Flat

22 Internal linking 36 Links (Home) Insurance Transport Property Bus Logistics Van Commercial Property Residential Property Flat

23 Internal linking 36 Links (Home) Insurance Transport 18 Property 18 Bus Logistics Van Commercial Property Residential Property Flat

24 Internal linking 36 Links (Home) Insurance Transport 18 Property 18 Bus Logistics Van Commercial Property Residential Property Flat

25 Internal linking 36 Links (Home) Insurance 12 Transport 12 Property 12 Bus Logistics Van Commercial Property Residential Property Flat

26 Internal linking 36 Links (Home) Insurance 12 Transport 12 Property 12 Bus Logistics Van Commercial Property Residential Property Flat

27 Site Structure: 3 Key Takeaways 1. Your keyword research should define your site structure 2. Create a flat structure 3. Give your site s most key pages loads of lovely link power

28 Any Questions?

29 3. Content and Promotion

30 What should you write about?

32 People buy when they:

33 7 surefire content ideas 1 Answer your customers questions

34 Find questions 1. Search your inbox 2. Ask your customer service team 3. Ask your customers 4. Use Keywords tool

35 2 Write a case study

36 Build a top 100 list 3Or a top 5 (it s quicker)

37 4 Interview an expert

38 5 Publish a survey

39 6 Annual round-ups Best-ofs

40 7 Create a video

41 Videos you could create 1. Product videos 2. About us 3. Frequently asked questions (FAQs) 4. News

42 Creation vs Promotion Content Creation Content Promotion

43 Poll What s your biggest challenge? Content Creation Content Promotion

44 4. How to Optimise a Web Page

45 The Mad Hatter

46 The Mad Hatter Is Definitely Rather Loony

47 Title tag Meta description tag Heading: H1 Image file names and alt tags Diverse keywords Relevance Links that are reputable

48 T is for title tag

50 It s not a title, it s a headline!

51 One primary and one secondary keyword

52 Use a unique title tag for every web page

53 Flat Building for a block of flats

54 M is for meta description tags

56 Give readers a good reason to click on your listing

57 H is for heading tags

59 One H1 heading per page

60 Focus on writing a great headline

61 I is for image tags

62 Use keyword rich filenames

63 Create keyword rich alt text

64 Image and alt tag <img src= home--hands.png alt= affordable home />

65 D is for diversity

66 R is for relevance

67 ...if someone came to your page, would they find it useful and relevant?

68 L is for links

69 Get inbound links to your page

70 Takeaway Don t stress!

71 5. Local SEO

72 Local listings

73 4 of the first 5 listings

74 Takeaways: 5 steps to local success 1. Claim your listing 2. Update your basic contact information 3. Add a photo 4. Include your opening hours 5. Check your category

75 Useful directories 1. Google My Business 2. Bing 3. Yell 4. Yelp 5. The Phone Book (BT)

76 Any Questions?

78 Poll: What next? What would you like our next webinar to cover?

79 Thank you

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