Ben Foster, Managing Director 2 A team of specialists The SEO - - PowerPoint PPT Presentation

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Ben Foster, Managing Director

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A team of specialists The SEO Works is a multiple award-winning digital

• agency. We’re a friendly and experienced team of

experts who have been helping businesses grow online for over 9 years. Working collaboratively, we deliver results by understanding your industry and aspirations and creating a strategy to reach your customers online.

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We’re a top 10 UK Agency

Credibility is key to starting a business relationship and it’s sometimes difficult to break through the noise. We believe the proof is in the pudding. We’ve been recognises as one of the best Search Marketing agencies not only in the UK, but Europe too.

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We believe there is a fundamental tipping point coming in business. Media habits are changing. Attention is becoming dominated by digital channels. We will help you measure, understand, and maximise your online potential. Put simply – our mission is to help you get more exposure, leads and customers online.

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We’ll create you a high-performing web platform, and get your target audience to convert on it

Social media campaigns and real time bidding across display networks Ethical organic search engine optimisation campaigns Web and app design and development and conversion optimisation Paid search campaigns across Google, Shopping, YouTube, & Gmail

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http://www.kpcb.com/internet-trends

We don’t just rely on long sit-down sessions at our keyboards to make purchases anymore. We reach for our devices and make informed decisions faster than ever before.

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Time spent per day with digital media

http://www.kpcb.com/internet-trends

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20% YOY growth since 2010 on internet advertising

http://www.kpcb.com/internet-trends

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If you’re not online, you’re losing out

http://www.kpcb.com/internet-trends

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If you’re not online, you’re losing out

£8BN in 2015 (51%) £10BN in 2016 (58%)

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Shift to mobile is engendering new behaviours

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New technologies and ways of interacting

Browseable storefront Tap to book Click to TXT Swipe to buy

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Everything starts with a Search

93% of internet users do

• nline research prior to

acquiring a product or service. 67% of the business buyers’ journey is now done digitally. The “consumerisation

• f B2B marketing” is taking place.

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Early on in the process, two thirds of people start online

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Around 80% net use online sources as part of their research

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Most planning activity are undecided on a brand

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Majority use mobile phones and search engines to drive what they do

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In any given month, over 100 million of YouTube's unique visitors are travellers.

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In any given month, over 100 million of YouTube's unique visitors are travellers.

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• Micro-moments are when we act on a

specific intent and expect an immediate answer.

• They happen all the time and all along

the consumer decision journey, and they map directly to the different stages.

• If you're in the tourism industry, micro-

moments are especially important because the process of taking any trip is packed with them.

Breaking down the tourism journey

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Breaking down the customer journey

"What to do in peak district?" "Where is Buxton?" "Walking in derbyshire" "Getting to Baslow" "How long from matlock to bakewell" "Price of hotel in peak district" "Hotel in Tideswell" "Book a barn in peak district" "Cheap B&B chesterfield" "Food near me" "Bars near me" "Best restaurant chesterfield"

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Liam, 30 - planning holiday, friends' wedding and and his own wedding

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Amy, 26, Planning a trip to Disney World

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Kendra, single mother of three, planning 2 business trips and a holiday destination

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A micro moment researching and booking tickets

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Make sure your site is mobile-friendly

https://search.google.com/test/mobile-friendly

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Make sure your site is mobile-friendly

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Run page speed insights and fix them

https://developers.google.com/speed/pagespeed/insights/

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Run page speed insights and fix them

https://developers.google.com/speed/pagespeed/insights/

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Google My Business is used heavily in local queries

https://www.google.co.uk/intl/en/business

• Creating a local profile will start to help get

you found

• There are ways to optimise it to try and

appear for specific searches too

• We won a search award for this - speak to us

for more details

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• Identify the micro-moments for travellers that fit your business, then commit to being there to

help when they happen.

• Look for yourself. Consider the most common searches performed by travellers in each

phase of their decision journey and identify which ones are most relevant to your business. Are you there for these searches on mobile, and do you like what you see?

• Check out the competition. Work with your team or agency to identify the searches you need

to be there for in each moment, and compare it to the competitor benchmark for your

• category. Are you happy with how you compare to the competition?
• Consider the right tools. Think about what platforms travellers are using to make decisions

including Organic Search, Paid Search, YouTube, Display Retargeting, TripAdvisor, and Hotel

• Ads. Pick those that fit your business.

You can’t win if you’re not in the game

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You can’t win if you’re not in the game

• What are you looking to achieve? Each channel can assist in different goals.

Awareness Consideration Purchase Loyalty

“How do I find more customers?” “How do I stand out in a busy market?” “How do I drive sales and grow my business?” “How do I engage my existing customers?” Search Display advertising Video advertising Gmail Google local / shopping Remarketing Listings

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You can’t win if you’re not in the game

Enabled Google Hotel ads during peak season. Hotel Ads performed at a significantly stronger conversion rate - twice that for normal traffic on mobile.

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You can’t win if you’re not in the game

https://adwords.google.com/intl/en_uk/home/tools/keyword-planner

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• If you want to win the business of travellers, you'll need to do more than just show up. Be

relevant to the person's need in that moment. Connect them to the inspiration they're looking for and to the answers they want.

• Evaluate your content. When you look at the content you currently have, do you feel that

it speaks to travellers needs and answers their questions in key decision moments?

• Determine consumer needs. What is the traveller's need that you're solving? Are there

unmet needs that you can develop helpful content for?

• Account for consumer context. What situation are they in and how can you help?

Earn each person's consideration in each micro-moment they experience

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Earn each person's consideration in each micro-moment they experience

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The challenge: Increase registrations and enquiries for the leading UK manufacturer’s organisation

per annum generated from

• rganic traffic

goal completions in organic goal completions bristol conference centre to environmental training The Manufacturer's Organisation (EEF) is the representative voice of British manufacturing. Their exclusive training courses and venues are available to hire across the UK.

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The challenge: Get found for luxury holiday home rentals

monthly sessions return on investment in unique users from

• rganic traffic in 1 year

From lakeside property cotswolds to homes on lakes

The Lakes by Yoo is primarily a luxury, gated community of rentable family homes, designed for peace and relaxation.

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The challenge: Increase enquiries for a network of premium country wedding venues across the UK

in cost per enquiry Across organic and paid channels in enquiries page rankings Country House Wedding Venues provide wedding experiences across the largest collection of privately-

• wned properties in the UK.

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0800 292 2410 ben@seoworks.co.uk www.seoworks.co.uk Metis 1 1 Scotland Street Sheffield, S3 7AT

@seo_works_uk @seosheffield The SEO Works The SEO Works

seoworks.co.uk