Soc ocial l & & SEO EO Social Media and SEO strategies to grow your online presence
Remember this face? 2
Ho Housekee keepin ping: Please use your phones (on silent) We’ve got time for loads of questions Please join in!
Why contribute? ● I will not mock ● I will answer honestly ● I will give my experience And also ● I am not above bribery
If you’ve heard it before? “That’s interesting !”
Sorry...who are you?
A little bit about me... SEO / PPC | Account Director Luna The GoldenDoodle Foodie - Frustrated Chef
Ranke ked d #3 #33 the UK Agency Top 100 Listed #33 in The Drum Top 100 Agencies Census Report 2018 based on performance #1 agency in the Midlands https://www.thedrum.com/lists/top-100-independent-agencies
Mos ost t rec ecom ommende mended digital agency 2018 Winners of The Drum Grand Prix Best Overall National Agency 2018 - 40-99 staff Best for Best for Search Usability Best for Best for Client service Digital full service 9
RECAP
Dig igit ital al Footprint print 11
Brand Search 1. Claim Google My Business Listing 2. Add business images 3. Detailed NAP information 4. Review stars - feedback Why Respond to reviews ● Control your brand ● Competitor insights ● Improves local SEO ●
Ask your fave clients for Google le Re Revi view ews 13
Get your stars up (they make a difference) Step 0. Claim GMB ● 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 4. Shorten the URL (https://app.bitly.com) and ask your best ● clients for feedback
For Example: Get your mobile phones out! hallam.co/EdRyan
Up Update ate key eywords rds in your page copy 16
Keywords Title tags appropriate ● Meta description appropriate ●
Keyw yword rds in your copy (only if needed otherwise skip to SEO Optimisation) 18
Keywords Title tags appropriate ● Meta description appropriate ●
Keywords Keyword in intro ● Keyword occurs 4 times ●
Tool to use Shows page title ● Meta description ● H1 title ● Page load speed ● Domain authority ●
“Solicitors in Nottingham” What keywords “Car dealers in Leicester” describe your “Restaurants near me” business? “Nottingham Business Networking” Would people search for those?
For Example: Who wants to be a guinea pig? ● Keyword? ● Let’s look at your site in Moz
Assign one keyword per page Homepage - High traffic, relevant keyword Service A - High traffic, relevant keyword Service B - High traffic, relevant keyword
SEO optimisation (Refresh) 25
SEO...The Dark Art
Search Engines (Google) Made up of
Any guesses to what these elements are? SEO External links ● Meta Title (The page name) ● Page & subtitles (titles for ● Each Website has Elements that users) are weighted by Google which Keyword density (the context) ● Google use to represent Amount of copy (the depth) ● relevancy to a user's search Pictures and alt text (how rich) ● query Internal links (how important) ●
So tell me new ew SEO stuff! 29
Links, Links, Links, Links, LINKS...
Authoritative Which link is best? ● University ● Youth club Websites Which link is best? ● The Evening Post So we know Google thinks links are ● The Times important, right? Which link is best? But not all links are created equal... ● LinkedIn ● Facebook
Ok Ed...that’s fine but how!?
How do you get links!? Alumni of a Uni? Ask! ● Sponsoring an event? Ask! ● Having Articles published about your business? Ask! ● Your part of an Association? ASK! ● Quality local directories can help* (in moderation) ●
Done that. What next? Cont ntent. ent. 34
Purchase process Who here does no research, searches with one keyword, lands on the first page they see and purchases?
Help customers with their research Create compelling, informed content that answers questions, queries and common misconceptions e.g. 301 redirects
What can you answer for your clients? Don’t know? Use tools to help Ask your colleagues (innate ● knowledge) Google suggested searches ● Answer the public ●
Finally...What about Socia ial l Med edia ia? 38
Social market share in UK
So which one should you choose? My argument. Social “channels” are still other people’s websites. If your website isn’t looking up to par why would you add to someone elses? Also, they are difficult to do well...
Think about a petulant child... 1. In constant need of attention 2. Is VERY NOISY 3. Doesn’t really listen to you 4. Can be very smelly if left unattended 5. There are loads of others creating just as much noise
Still want to 1. Is it right for your target do it!? market? ● Gender Ask yourself ● Age these ● Interests questions. Don’t know? Find out... 4 2
My recent Experian experience... ● Upper middle class ● Disposable income ● Male ● Affluent area ● Educated
Still want to 1. Is it right for your target do it!? market? 2. Do you have resource to Ask yourself dedicate? these questions. 4 4
Still want to 1. Is it right for your target do it!? market? 2. Do you have resource to Ask yourself dedicate? these 3. Do you have the skills to questions. produce content 4 5
You still want to do it!?
Social rules of engage ageme ment nt
Don’t just shout about yourself. Adding Value and Sharing Others’ Promoting Yourself Brand Building: Posts and Ideas: or Your Business: 70% 20% 10%
Role play!
How do I 1. Ask Questions 2. Post polls “Add value”... 3. Use imagery 4. Like others posts 5. Use #’s 6. Follow appropriate #’s 7. Post regularly at appropriate times 5 0
To expand on some of these... 51
What good looks like Tweets with images receive 18% more clicks than tweets without images
What good looks like @Naming Everyone likes to be included or given a shout out so name: ● Partners ● Other organisations ● Charities ● Competitors? (see Wendys)
What good looks like Hashtags Hashtags integrate your post into a conversation. What are your target market talking about? https://hashtagify.me/hashtag/m utuals
No. What good looks like Fun... It is a “Social” channel. Do I go down to the pub and chat about the most recent Google algorithm update?
What good looks like Questions Poll people!
What good looks like Think Local! Radio York + Yorkshire Puds
“ Where do I 1. If you’re asking this question maybe you need to get someone get this to do this for you! But, this is a funny or good source: interesting content from?” 5 8
“What time An extreme example...If your target market are students don’t post at 9am should I on a Monday. They’ll be post?” ASLEEP 5 9
Use Hootsuite 1. Schedule posts if target market are night owls 2. Track mentions or keywords e.g. “Life Insurance for Mortgages” 3. Control multiple platforms Ref: https://www.hallaminternet.com/how-to-use-hootsuite/
How many times a week would an active account post or tweet? A minimum of TWICE a day for an active account
Questions please ! ! https://hallam.co/EdRyan
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