Director. Google Adwords which is a professional accreditation that. aspects of AdWords. Social Media Strategy. Get Found Online

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1 Presenter: Philippa Crick Director An innovative strategic thinker, Philippa has been working in the marketing industry for over 17 years. Along with her expertise in traditional marketing channels, website copy & planning, media and print negotiation, she is now heavily involved with social media marketing and regularly presents training seminars. She translates her knowledge to guide organisations on how to navigate these challenging times, consulting on how to integrate digital and social media marketing into their overall strategy. Google Adwords which is a professional accreditation that aspects of AdWords. Branding Design Websites Social Media Strategy Get Found Online Google Analytics 101 Advanced Facebook Training Social Media Customer Service 1

2 Agenda What is SEO How Search Engines Work Ranking Signals Best Practice Web Design The Role of Social Adwords Search Engine Optimisation What is this and how important is it? Search Engine Optimisation (SEO) is the process of improving the quality and volume of online traffic to a website from search engines. (organic results) Improve your placement in search engine results pages (SERP) 2

3 81% of users find their desired destination through a search engine It seems impossible to differentiate yourself online Websites being created every: 300,316,879 6,265,601 37,241 Year Month Week Day Hour 25,026, ,800 3

4 When to Employ an SEO Strategy Developing a new site Redesign of existing site If you want more quality traffic to your site SEO should be part of your long-term marketing strategy How Search Engines Operate Two Major Functions: 1. Crawling and Building an Index Provides search users with a ranked list of websites that Google have determined are the most relevant Links allow the automated robots spiders to reach the many billions of interconnected pages 4

5 Answer Machines 2. Providing Answers User performs online search, SE scours database to return only those results that are RELEVANT and RANKS them according to the popularity of the websites serving the information Key Takeaway: search engines value RELEVANCY Algorithms Search engines typically assume the more popular a site or page, the more valuable it must be Search engines employ mathematical equations (algorithms) to determine relevancy and then to rank in popularity/ quality Some 200-odd Ranking Factors or Signals 5

6 People don't really understand how Google's algorith works. Basically, it's a black box. How Google Works 6

7 Google Recommends Make pages for users, not for search engines. Don t be deceptive (cloaking) Clear hierarchy and text links Clearly written, information-rich site Tags and ALT attributes are descriptive Descriptive URLs Don t duplicate content Use 301 redirects 7

8 What are the intents of my customers? Knowing how people search, and what they search for, is a key component of great SEO. What are your customers thinking as they search? What keywords are they typing in? What s their goal they re hoping to accomplish by completing this search? Exercise Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there? Do you like what you see? Private window when searching 8

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10 Understanding Search Search is a competition against your rival businesses a race to the top Web developer s role to ensure your site is built so crawlers can index your site Your job is to provide the web developer with the correct information On page and off page SEO 10

11 On Page SEO A technically healthy site is no longer an optional advantage; rather, it's a prerequisite for any SEO campaign Keyword research Content Title tags Mobile friendliness Website Structure & more Off-page SEO aka Popularity Contest Inbound links quality is better than quantity (vote) Directory links Google my business Press releases Social media Guest blogging Printed material & signage QR codes 11

12 Key Takeaway: Pages with more backlinks tend to rank higher than pages with fewer backlinks. Compelling Onsite Content Infographics Videos Blogs Social Media Marketing Strategic interactions Compelling content Customer service Link Strategy Content Marketing Offsite Publishing Cross-channel promotion Writing for and reaching your audience Relationship Building Thoughtful engagement Audience awareness 12

13 Key Words Always approach your keyword research with your customers in mind. Begin with brainstorming a list of words and phrases that your customers are likely to associate with your business. Tools: google related searches; Ubersuggest; Keyword planner Use in not only in your body copy but in headings and image file names Each page should have its own topic/keyword Title Tags Often used by Google as the title of a search snippet link in search engine results pages Optimal length between characters Place Important Keywords Close to the Front of the Title Tag Unique for each page 13

14 Meta Description Appears on a Google search results under the title tag Compelling copy /call to action as it will be part of the decision process as to whether it is clicked or not Optimal length between 70 & 160 characters 14

15 Meta Descriptions Title URL Description About Cre8ive Cre8ive Marketing cre8ive.co.nz/our-company/ Experts in branding, websites, SEO, digital and social media marketing. A straight-talking team, passionate about delivering marketing-led design solutions. 15

16 Simple URL Structure Include keyword & location keywords if relevant Separate by dashes: Clean URLs not /thread.php?threadid=1234&sort=date 16

17 Sitemap Google uses your sitemap to learn about the structure of your site Structure clear hierarchy with text links Every page should be reachable from at least one static link Heading Tags Each page should have H1 heading tag with primary word Page Content Include your keyword a few times in the content Mention your secondary keyword 17

18 Call to Actions These drive visitor behaviour & assist SEO by creating an internal link to a specific page Internal Links Linking via keywords (anchor text) to other pages within your site For more information click here vs For more information please read Cre8ive s Brand Guidelines Useful for establishing site architecture and spreading link value Check for Broken Links 18

19 Step #12 HTTPS Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to. Redirection URL Forwarding 301, "Moved Permanently" recommended for SEO 302, "Found" or "Moved Temporarily 19

20 Responsive Design 20

21 Bounce Rate The percentage of visitors who come to your website and leave without viewing any other pages on your website Usability, design and usefulness to the user determine the bounce rate Google Analytics Try to aim for under 50% Optimise Images File names descriptive & use keywords Google keyword planner Use Alt text Fast to load optimise the size Tools like Tiny PNG 21

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23 User Experience Designed for the end user: easy to navigate SEO is directly related to Marketing: if the technically side is perfect, search engines may choose to ignore it if no one links to your content 23

24 it s not always about getting visitors to your site, but about getting the right kind of visitors. Website Best Practices - SEO 1. Layout, design, content & SEO are all intertwined 2. Plan your website 3. Define your target audience and tailor your marketing efforts to appeal to them; they should be able to understand the value to them 4. Functional/User Friendly: A user should be able to easily find what they are looking; don t clutter 5. Design should match your brand and be enticing 6. User experience low bounce rate, length of time on site & site speed 7. Continually update with original and compelling content 8. Have clear calls-to-action to guide behaviour 9. Sign up with webmaster tools : 24

25 The 3 Questions Every Visitor Asks 1. Am I in the right place? 2. How do I feel about this website? 3. What am I supposed to do here? Website: You have 5 Seconds What is the ONE thing you want your web visitors to remember? What makes you different? What can you say than no one else can? Why should they choose you? 25

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27 Review your Web Content 1. Is your web page copy up-to-date and a good reflection of your business? 2. Is there a clear brand story being told? 3. Does your business s brand personality shine through in your content? 4. Does your web content hold your target market s attention? 5. How much industry jargon is included in the copy? 6. Do you have enough content on each page? Without overpowering or underwhelming? 27

28 Seen this kind of ? 28

29 Google algorithm changes (some of what we know) Penguin Prevents black hat SEO tactics and spam Hummingbird Change in algorithm focusing on user intent Pigeon Created relevant and accurate local search Mobilegeddon Changes in mobile ranking Penguin 4.0 devalues bad links and Possum local search Main Direction of Google Better user experience Preference for richer and more in-depth content Focus on updated sites Emphasis on search optimised for local ranking Prominence given to sites that adhere to a mobile SEO strategy 29

30 Google Adwords Pay per click service Immediately get your site to the top of the rankings Measurable set up goals & can easily track BUT could be wasting $$ Have to regularly optimise and your website is taken into consideration for your placement 30

31 How Social Affects Search Google has publicly announced social signals are NOT a ranking factor Social Media Channels Are Search Engines, Too Bing does look at the social authority Social Media Profiles Rank in Search Engines 31

32 Website Use Your Channels to Engage and Drive Traffic 32

33 What s this line for? I don t know, I just saw everyone standing here and figured it must be good! 40x Visual Content is forty times more likely to be shared on social media channels than nonvisual content 33

34 Colour or Black & White? Imagery Selection & Angle 34

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36 In-bound Marketing: Attract Offer high value content, be active on social and implement an SEO strategy. Continual process of proving you are the authority by earning quality, in-bound links Inbound Marketing = Content Infographics Blogs Interactive Tools Photos Videos and Podcasts Webinars and ebooks 36

37 Emotional Headlines to Get More Shares Posts with a higher emotional value got more shares. urgent amazing exciting portfolio revealing sensational Content Strategy: Calendar Development Step 1 Define content objecives Assist with feedback from stakeholders and staff Step 2 Get to know your audience Step 3 Keyword research 37

38 Step 4 CompeItor research Step 5 Opportunity forecasing Step 6 IdenIfy key messages Step 7 Monitor, measure and refine Step 8 PromoIon and distribuion 38

39 Monitor & Refine: Google Analytics Optimisation Strategy Review Research your keywords Have a unique title for every page Relevant and fresh content Keep your important information near the top Sitemap (web developer) Site speed is a factor Quality user experience (length of time on site, bounce rate) Prove to Google that you are the authority (inbound links) 39

40 Voice Search Keyword research put even more focus on long tails, questions and conversational queries. Consider adding pages (or editing existing) that can give searchers quick information. Think about what questions your customers or audience are asking, and address those on your blog, FAQ pages, and social media posts. Summary View as PEO ü People Engine Optimisation Long-term strategy Invest in quality content Measure Variety of tactics combined Create compelling content 40

41 Analytics and Reporting Keyword Analysis Site Structure Linking Analysis and Strategy Social Media SEO Strategy Content Development and Optimisation Understanding Target Market On-page Optimisation Paid Search If you need further training, graphics, content management we are here to help Call or Blog: