Advertising & Website Experience Ed Ryan | - - PowerPoint PPT Presentation

The Digital Landscape and what's next with Google Search, Online Advertising & Website Experience

Ed Ryan | www.hallaminternet.com | ed.ryan@hallaminternet.com

Apprehensive? Don’t be.

Housekeeping

Housekeeping

• Please use your phones (on silent)
• We’ve got time for loads of questions at the end
• Please join in!

Bribery

Contributions = Mystery prize

Perspective

If you already know Try to think Interesting!

A little about me. Also...I like lists of three

Client side | Agency | SEO / PPC Wanted a black Lab GoldenDoodle Love Thai food esp. Zaap

Agenda

My agenda... Has changed...why? Susan Hallam said to me post lunch presentation is “Dead man’s boots” So:

Make it Fast, furious and fun!

Agenda

With that in mind I’ve chopped up my presentation a bit! To include:

Tips to improve your digital marketing

When I say “your” digital marketing. I mean “YOUR OUR” digital marketing...

Your marketing

BHSF British Friendly Cirencester Friendly CS Healthcare Dentist’s Provident Enginemen’s Foresters Friendly Healthy Investment Holloway Friendly Wiltshire Friendly Kingston Unity Let’s Talk Ageing MetFriendly National Friendly PG Mutual Red Rose Assurance RMML Scottish Friendly Sheffield Mutual Shepherds Friendly Silver Marketing Sovereign Healthcare Tees Mutual The Oddfellows Transport Friendly Union Data UIA WHA Healthcare

Are you ready?

Digital Footprint

To use digital to successfully ensure your company is present to the fullest extent

A brand search will show how big your digital footprint is

Hallam Internet

Brand Search

• Claim Google My Business Listing
• Add business images
• Competitor insights
• Detailed NAP information
• Review stars - feedback

Why?

• Improve local SEO
• Increase online space
• Control your brand
• Get and respond to reviews

Hallam Internet

Brand Search

• Not claimed Google My Business
• Currently pulling info from Wikis

Foresters Friendly

Brand Search

• Not claimed Google My Business
• Pulling others photos

Transport Friendly

Brand Search

• Google is requesting you to claim

Regis Mutual Management

Brand Search

• Google is requesting you to claim

Regis Mutual Management

Brand Search

• Claimed Google My Business!!

BUT

• Inconsistent NAP e.g.

○ Birmingham Hospital Saturday Fund ○ BHSF ○ BHSF Ltd ○ BHSF Limited ○ BHSF Employee Benefits Ltd

• Add professional photos
• Google Reviews - need work

BHSF

Google Reviews

Step 1. Get your Google business ID Step 2. Copy your Google business ID Step 3. Place your business ID in this URL:

https://search.google.com/local/writereview?placeid=<place_id>

Step 3b. Ask your best clients for feedback E.g. BHSF Employee Benefits Ltd

Tool

• l: Google review link

https://hallam.co/EdRyan

Google Reviews

Add your link to a URL shortener and add it into your emails e.g. https://hallam.co/EdRyan (Feel free to leave a review of me! BTW this auto populates 5 stars = good for reviews) https://app.bitly.com

Tool

• l: Link shortener

Digital footprint review

• Claim Google My Business Listing
• Stick to or update naming conventions “Ltd”, abbreviations etc
• Add professional photos
• Add NAP
• Start getting reviews!

SEO optimisation

Making sure Google understands what your business is about

SEO Optimisation

SEO Optimisation

Organic Optimisation Algorithm = Each Website has Elements that are weighted by Google which Google use to represent relevancy to a user's search query SEO = The manipulation of that...

SEO Optimisation

Example elements - Question: Top 3 elements?

• A link from a University or Financial Times
• Meta Title (what the page has been named)
• Page Title & subtitles (titles users can read)
• Keyword density (how many times a keyword pops up)
• Amount of copy
• Pictures and alt text
• Internal links (own links pointing to that page)

SEO Optimisation

Question: Give me some keywords that describe what you do? E.g.

• Mutual Society
• Income Protection
• Health insurance plans

For Hallam Internet an example would be “Marketing Agency”

Hallam Internet

• Title tags appropriate
• Meta description appropriate
• Site links appropriate
• Social presence pulled in

SEO Optimisation

Enginemens

• Page Title = Brand
• No meta description

SEO Optimisation

Tool

• l: Moz Toolbar

SEO Optimisation

British Friendly

• HTTPS - GREAT!
• Page Title = Welcome
• No meta description
• No H1’s or H2’s

SEO Optimisation

Red Rose Assurance

• HTTPS - GREAT!
• Page Title = Welcome
• No meta description
• H1 = “Welcome”
• H2’s = navigation

SEO Optimisation

Dentists Provident

• HTTPS - GREAT!
• Server in Germany
• Page Title = Brand
• No meta description
• H1 = No keyword
• H2’s = None

Answering Questions

• Understanding target market
• Content ideas

https://answerthepublic.com/

Tool: Answer The Public

Answering Questions

• Shows what Google sees
• Brill when launching a new

website Tool: Search Console

Redesign

Tool: WayBack: https://web.archive.org/

Healthy Investments

• Check 404’s and redirect

SEO review

• Research what keywords are important to you/your target market
• Fix your page elements

○ Page title ○ H1 ○ H2 ○ Meta description

PPC (Pay Per Click Advertising)

Not there organically? Pay for exposure

PPC

CS Healthcare

• Brand bidding
• Site links
• Great use of heading
• Great descriptions
• Keep on protecting your

brand!

PPC

CS Healthcare

• Expensive @ £41 CPC
• High competition levels

PPC

CS Healthcare

• Homepage landing
• No mention of keyword in

ad copy

• No ad extensions
• Appropriate time of day /

day of week?

• Appropriate demographic?
• Appropriate geographic?

PPC - relevancy

Remarketing

Remarketing

Vitality

• You’ve paid for the visit
• Remind them!

PPC Cost Vs Return

Is £120 CPC Expensive?

Brand bidding

Cirencester Friendly

• Protect your brand

PPC Review

• Expensive! Be a sniper not a shotgun
• Protect your brand - if you need to
• Get granular - keywords, ad copy & landing page
• Be big brother - remarketing - you’ve paid for the click
• Be sensible - demographic, time of day, day of week

Websites are your front door

Welcome people and make it easy for them

Who should you listen to?

88.01% 8.62% 2.59%

Questi estion

• n: Market share?

Web page speed

Question: How many times have you used your laptop this morning?

Wha hat t about ut your ur mobile? ile?

Mobile First Indexing

Tip: Google says optimise for mobiles...

Google = Simon says

• Listen to Google
• User friendly
• Quick to load
• Relevant

Tip: Use the tools Google gives you

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Tools: Page speed / Mobile Friendly Google Page speed test Google Mobile test

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Hallam

• Mobile friendly
• Server response
• Optimise images

Web page speed

Hallam

Feedback

• Clear CTA
• Clear Reinforcers

Work on

• Service clarity on

mobile/desktop

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Transport Friendly

• Not mobile friendly
• Optimise images/JavaScript

Web page speed

Transport Friendly

Feedback

• Clear CTA

Work on

• Dated design
• No Reinforcers
• Not mobile
• Confusing

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Oddfellows

• Mobile friendly
• Average for speed
• Optimisation opportunities

Web page speed

Oddfellows

Feedback

• Clear CTA (desktop)
• Clear Message

Work on

• CTA (mobile)
• Service clarity on

mobile/desktop

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

WHA Healthcare

• Mobile friendly
• Optimisation opportunities

Web page speed

WHA Healthcare

Feedback

• Focus on CTA but..

Work on

• Less is more
• Less copy
• Less CTA / or use

colours

• No reinforcers

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Holloway

• Star of the class!

Web page speed

Holloway

Feedback

• Clear CTA
• Snappy copy
• Mobile 1st
• Simple
• Reinforcers (below

fold) Work on

• #SmashedIt
• Update GMB to

new brand...

Time for some questions

& Mystery Prizes

Questions & Feedback

https://hallam.co/EdLinkedIn 0115 948 0123 https://hallam.co/EdRyan

Ed Ryan | Senior Strategist Now is your chance

• Not answered your question?
• Not gone into enough depth?
• Need MORE?

Chuck me a curve ball & I’ll do my best!