Digital Summer Series - 3 of 6 Using SEO and PPC to Make More Sales #gianttalks @anthonyklokkou @thenikoo
Nov 01, 2014
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- What is Google Analytics?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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 – [email protected]
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