intro to seo: social & keyword optimisation

Introduction to SEO: Social & Keyword Optimisation

2008 – 2012: MMU (Marketing

Management)

2010 – 2012: ICS (Marketing Exec)

2012 – Present: PushON (Marketing

Consultant, Marketing Team Leader)

Introduction – Jonny Pennington

• The SEO Landscape

• Key SEO Considerations

• Keyword Research (inc. tools)

• Content Creation (inc. tools)

• Task!

• Takeaway Points

Overview

The SEO Landscape

The SEO Landscape – 2015/16

• 100s of individual Ranking Factors

(Searchmetrics ranking factors study, 2015)

• Panda, Penguin, Hummingbird & Pigeon

updates over past few years

• 2015 saw mobile update “mobilegeddon” &

Panda refresh

Key SEO Considerations

On Page Factors

Off Page Factors

Basic On Page Optimisation

https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

Basic On Page Optimisation

Keyword Research

SEO & Social Media

https://blog.kissmetrics.com/social-media-and-seo/

SEO & Social Media

• How do your customers/fans find your brand?

• What are they talking about?

• What are they asking you about?

• What content are they sharing?

• Where, and how, are they sharing it?

Basic Keyword Research

Basic Keyword Research

• Predominantly used for Pay Per Click account building

• Volume and trends for search terms, by location & device

• Provides list of related keyword & competition

• Sort by volume or relevance

Expanded Keyword Research

Expanded Keyword Research

• Provides list of search queries (and average ranking

position in Google) for all terms the site appears for

• Offers opportunity to create or enhance content that visitors

are looking for

• Requires access to the site but allows much deeper

technical SEO analysis

Expanded Keyword Research

Expanded Keyword Research

• Provides a list of keywords with all combinations + ‘a – z’

and + ‘0 -9’

• No search volume but useful for keyword inspiration and

identifying long tail queries or FAQs

• Useful for supplementing searches in the Google keyword

planner

Consider Trends

Consider Trends

• Keyword trends by country over 10+ year periods or shorter

• Helps demonstrate seasonal trends, spikes or growing

interest in a topic

• Also useful for comparison of terms

Content Creation

What Content Works?

What Content Works?

• Ranks content by topic based on total number of social

shares

• Helps identify popular topics and which social channels are

most effective

What Content Works?

What Content Works?

• Same concept as Buzzsumo but completely paid account –

ahrefs have other SEO analysis tools

What are people saying?

What are people saying?

• Analyses popular tweets, users and hashtags relating to a

product

• Many similar analysis tools available (Followerwonk

recommended but paid account)

Content in Action

• Rise of ‘User Generated Content’ & brand ambassadors

• solitairhols.co.uk/singles-holidays

• chillfactore.com/plan-visit/frequently-asked-questions

• inbound.org/poll/view/how-should-ecommerce-be-presented

Task!

Task!

• Identify a trend which spikes in the summer

• Find variations of the keyword or FAQs

• Discover what content has worked in the past

• Plan a social promotion (inc. relevant hashtag)

Takeaway Points

• SEO & solid keyword research is fundamental to any online content

campaign

• Social media can be used as a research tool to aid content creation

• Huge list of free tools available to monitor social media activity and

find an audience

• SEO is always evolving, keep on top of updates with GOOGLE

Tools

• Google Keyword Planner (free account can be setup, requires billing info)

• Ubersuggest (free)

• Google Trends (free)

• Google Search Console (requires site access)

• Buzzsumo (free basic account)

• Ahrefs (paid)

• Tweetchup (free via Twitter login)

moz.com/google-algorithm-change

searchmetrics.com/knowledge-base/ranking-factors

blog.kissmetrics.com/social-media-and-seo

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

pushon.co.uk/blog

Other Useful Links

Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD - @heresjonnyp

Any questions? Thank you for your time…