bookinglive event: reload digital's presentation
DESCRIPTION
Cara from Reload Digital was kind enough to attend our BookingLive event in September where she spoke all about the world of SEO and how it can help your business.TRANSCRIPT
How SEO Can Grow Your Business
Cara Whitehouse – Reload Digital
Clients
Search Engine Facts & Figures
• UK Search Market:
Google Bing yahoo/Others0
10
20
30
40
50
60
70
80
90
90%
5% 5%
90%
5%
5%
Search Engine Facts & Figures
• 1.6+ billion visits a month to Google UK
• Worldwide, Google answers 100 billion searches a month
• 86% of people use Search Engines in the purchasing process and c.92% people don’t go past page 1
Google Results
‘Pay Per Click’ Ads‘Organic’ Listings
‘Local’ Listings
What is SEO
• Process of modifying a website to improve its (organic) visibility for generic search terms.
• Improve rankings?• Improve traffic?• Improve quantity and quality of traffic that
might otherwise not have found your site
Search Engine Optimisation
• Process of improving rankings and visibility in the search engines through…• Relevance to Search Query• Site Authority• Technical ‘SEO-Friendliness’• Valuable Content & User Experience
• 2 Sides to SEO; On-site and Off-site…
Search Engine Optimisation – On Site
• Content • Meta Data & URL Optimisation (Unique page titles and descriptions)• Headers • Navigation Structure & Internal Links• Schema Mark-up (Reviews, Videos)• Fresh Content - Blogs
• Technical (Trust is important to Google)• Error Removal (broken links, malware, syntax/coding errors)• XML Sitemap• Server Reliability & Load Speed
Search Engine Optimisation – Where to Start
• Keyword Research• https://adwords.google.com/KeywordPlanner
• Google Trends• www.google.com/trends
• Competitor Analysis• www.opensiteexplorer.org
• Industry Research
xGoogle - Keyword Planner
• https://adwords.google.com/KeywordPlanner
Search Engine Optimisation
• Meta Data - Good example…
Keyword Prioritisation
Appealing, informative description with keywords and call-to-action. Less than 160 characters
Neat, readable URL with keywords
Less than 60 characters
Search Engine Optimisation
• Bad Example…
Keyword Stuffing
Keyword stuffed, nonsensical, grammatically poor description
URL is unappealing
More than 60 characters
Content Creation
• Use terms that people are searching for• Most popular• Most appropriate ‘intent’
• Think beyond text: • Provide searchable descriptions – eg on YouTube, images etc
Search Engine Optimisation – Video & Images
• ‘Rich snippets’
• Higher click-through-rates
• Schema mark-up
• Optimise your videos / YouTube
• Video site map
• Reviews
Search Engine Optimisation – Local
• Claim your Google+ Local page
• Use Keywords in your content
• Use appealing imagery
• Give full contact details
• Encourage reviews
Search Engine Optimisation – Off Site
• Link Building – Quality, Not Quantity
• Social Mentions/Citations• Build a dedicated following of brand advocates
• Share Content, spreading awareness of your brand• Citations & social mentions
• Google Products (Local, YouTube, Images, Google+)
• Content Marketing
xxxxxxxx - Google Analytics
Search Engine Optimisation – Common Mistakes
• Poor keyword selection
• Too little / Duplicate content
• Over-optimisation
• Poor user experience
• Slow site
• Aggressive/cynical link building Think marketing, not SEO!
Google+
SEO Benefits = More Traffic
• Posts are web pages• Real estate• Instant indexing
• Build authority to your site & impact traffic• Social proof • Link profile
PPC vs SEO
Factor PPC SEO
Speed to 1st Page Immediate Potentially Lengthy
Compete-ability Do-able Tougher
Cost Pay Per Click ‘Free’ Clicks
Longevity of Results No Yes
Best in collaboration!
• Any Questions?
The Contact
Cara Whitehouse
Head of UK/Europe
t: 020 7734 8273
m: 07980 506952
w: reloaddigital.co.uk
Thank You!