international festival of business - liverpool 30th june 2016 - driving inbound leads from seo
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Driving Inbound Leads from SEO
Agenda
• What is SEO and why bother with it?
• Three Golden rules for Google
• Optimising for humans
• Driving Engagement
• Managing Reputation
What is SEO?
The process of structuring data on your website so
search engines* can read and understand it
*and humans
Search Engine Optimisation
Why bother?
Search Engine Optimisation
It is NOT
• Cheating
• Fooling Google
• Spam
• A quick fix
• A tick box exercise
• Smoke and mirrors
It is
• Part of a coherent Marketing strategy
• A long term process of improvement
• Measureable
• Effective
3 Rules of Google
Rule 1 Google is just a machine
3 Rules of Google
Rule 2 Nothing beats great content
3 Rules of Google
Rule 3 One page one keyword
What influences your ranking?
Source: Moz.com
Does any of this even make sense?
Whatever you’re selling, Google isn't buying
This is more likely
to be your customer
Paid options dominate the search results
Organic gets pushed down
80% of most website traffic is organic, so….?
How to be seen organically
1. Build great page
2. Optimise page
3. Promote page
But how do you promote the page?
Social Media Blog
Video
Mobile
Local
Voice
Desktop Process Tweet
Landing Page
Data Capture
Tweet
Mobile Landing Page
Mobile Data Capture
Mobile is different…
Paid Advertising
This will become paid Advertising
This is the future….
List of providers, ranked on a PPC basis
What has this got to do with SEO?
The future of search is changing
so SEO must change with it
• Relevant Content
• Tailored offers
• Simple website – UX/UI
• Email marketing
• Live chat
Driving Engagement
Online spending is growing
• Average weekly spending online in May 2016 was £963.8 million; this was an increase of 21.5% compared with May 2015
• The amount spent online accounted for 14.3% of all retail spending, excluding automotive fuel, compared with 12.1% in May 2015
Source: ONS
What time do people shop?
Source: econsultancy
The most popular time to buy online is weekdays between 12-2pm and on Sunday evenings.
I want this item so I’m heading to House of Fraser. What kind of user experience awaits…..?
WHO?
What is free?
Ugly url and meta description
I’m expecting to find Gold Crystal Jewellery (or Jewelry!)
Your business reputation is important….
Is this how you want people to view your business?
Happy customers give your business a boost
You can control how people perceive your business
Reputation Do’s and Don’ts
Do
• Optimise your website
• Check your name/brand online
• Monitor your social channels
• Ask for genuine customer feedback
Don’t
• Ignore the way your website looks
• Ignore social media
• Argue with customers online
Final thought
People spend money with your business, SEO is part of helping them make that purchase decision
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