Digital Marketing for Small Businesses Amandine - The Marketing Cookie
Search Engine Optimisation
What is SEO? SEO stands for Search Engine Optimisation. Definition: SEO is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines.
Definitions - OnPage: refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. - OffPage: refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible. - Backlinks: refer to all links on other websites that refer to the website in question. - Duplicate content: refers to several websites with the same or very similar content. - SERP: Search Engine Results Page - Organic results: are listings of web pages that appear as a result of the search engine s algorithm.
Google Business PPC: Pay Per Click - Google Paid Ads Organic Results
Why do you need SEO? - It s cost effective: - Best marketing for ROI - Free advertising - Beat paid traffic - It works! - Can multiply your impact - It helps customers to find your website - SEO helps you rank higher on the SERPs - It builds trust and credibility - Google it is one of the phrase the most used! - It is a long term strategy - It drives offline sales - Start doing SEO right now - The longer you leave, the further ahead your competitors will be - Both OnPage and OffPage SEO are required
OnPage SEO
Rankings and Google Console - Know where you re ranking - Use Google Console > Traffic > Search Queries - Aim to be in the top 3, not just top 10 - Small businesses can rank higher than big businesses
Meta Tags Meta descriptions Meta titles Meta tags - Titles - Under 55 characters - Relevant to the page + name of the company - Descriptions - Under 155 characters - Describe the page
Content - Content need to be created for people, not search engines - Remove, merge or add pages with little content on them - Make your content engaging for visitors - Create videos (Youtube is Google!), images, infographics and graphs, etc - Internal links - Add your address and phone number to every page of your website - Have a blog - Never, Never, Never have duplicate content!
Blog - Attract your target audience and ideal client - Improve your SEO (Search Engine Optimisation) - Blogging is the most natural way to optimise a website - Google likes fresh and updated content - Consumers do not like static websites - Good content can rank higher - More content to share on social media - Grow your email list - Develop better customer relationships - The Blooming Blog
Architecture - Can search engines easily crawl your website? - Does your site work well for mobile devices? - Does site load quickly? - Do URLs contain meaningful keywords to page topics? - Check for dead links and repair accordingly
OffPage SEO
Backlinks - Search engines interpret a link to a website (backlink) as a recommendation for it. The more backlinks a website has and the better those links are they are, the further up it will appear in the search results. - Build backlinks to every page you want to rank - Backlinks from relevant and trusted sources - Existing relationships: suppliers, partners and customers - Do NOT use link networks schemes
Social - Interact with Bloggers in your industry - Contact other businesses - Ask customers to leave reviews on Google+ and other social medias - Be personal in a way that big businesses can t be - Use social media to promote other people s content as well as your own - Add social sharing buttons to your website
The Marketing Cookie Workshops: - SEO - 26/09/16 - Facebook - 27/09/16 - Blog - 28/09/16 The Blooming Blog: - FREE Blogging Challenge starts the 3/10/16
Questions