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©cre8ive2017www.getsocial.nz | www.cre8ive.co.nz

Get Found Online

Advanced Facebook Training

Social Media Strategy

Google Analytics 101

Social Media Customer ServiceBranding Design Websites

Presenter: Philippa Crick)*VT��/VUZ���+PW.YHK�PU�4HYRL[PUN��*LY[PÄLK�.VVNSL�7YVMLZZPVUHS

Director

An innovative strategic thinker, Philippa has been working in the marketing industry for over 17 years.

Along with her expertise in traditional marketing channels, website copy & planning, media and print negotiation, she is now heavily involved with social media marketing and regularly presents training seminars.

She translates her knowledge to guide organisations on how to navigate these challenging times, consulting on how to integrate digital and social media marketing into their overall strategy.

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Agenda

•  What is SEO

•  How Search Engines Work

•  Ranking Signals

•  Best Practice Web Design

•  The Role of Social

•  Adwords

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Search Engine Optimisation What is this and how important is it?

Search Engine Optimisation (SEO) is the process of improving the quality and volume of online traffic to a website from search engines. (organic results)

Improve your placement in search engine results pages (SERP)

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81% of users find their

desired destination through a search engine

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Websites being created every:

Year Month DayWeek Hour

300,316,879 6,265,601 37,241

25,026,406

It seems impossible to differentiate yourself online

893,800

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When to Employ an SEO Strategy

•  Developing a new site

•  Redesign of existing site

•  If you want more quality traffic to your site

SEO should be part of your

long-term marketing strategy

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Two Major Functions:

1.  Crawling and Building an Index

– Provides search users with a ranked list of websites that Google have determined are the most relevant

– Links allow the automated robots “spiders” to reach the many billions of interconnected pages

How Search Engines Operate

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Answer Machines

2.  Providing Answers –  User performs online search, SE scours

database to return only those results that are RELEVANT and RANKS them according to the popularity of the websites serving the information

Key Takeaway: search engines value RELEVANCY

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Algorithms

•  Search engines typically assume the more popular a site or page, the more valuable it must be

•  Search engines employ mathematical equations (algorithms) to determine relevancy and then to rank in popularity/quality

•  Some 200-odd “Ranking Factors or Signals”

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People don't really understand how Google's algorith works.

Basically, it's a black box.

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How Google Works

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Google Recommends

•  Make pages for users, not for search engines.

•  Don’t be deceptive (cloaking)

•  Clear hierarchy and text links

•  Clearly written, information-rich site

•  Tags and ALT attributes are descriptive

•  Descriptive URLs

•  Don’t duplicate content

•  Use 301 redirects

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“What are the intents of my customers?”

•  Knowing how people search, and what they search for, is a key component of great SEO.

•  What are your customers thinking as they search?

•  What keywords are they typing in?

•  What’s their goal they’re hoping to accomplish by completing this search?

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Exercise

•  Consider the most searched topics for your brand or category. Try those searches on desktop and mobile. Are you there?

•  Do you like what you see?

•  Private window when searching

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Understanding Search

§  Search is a competition against your rival businesses – a race to the top

§  Web developer’s role to ensure your site is built so crawlers can index your site

§  Your job is to provide the web developer with the correct information

§  On page and off page SEO

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On Page SEO

“A technically healthy site is no longer an optional advantage; rather, it's a prerequisite for any SEO campaign”

§  Keyword research

§  Content

§  Title tags

§ Mobile friendliness

§ Website Structure & more

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Off-page SEO aka Popularity Contest

§  Inbound links – quality is better than quantity (vote)

§  Directory links §  Google my business §  Press releases §  Social media §  Guest blogging §  Printed material & signage §  QR codes

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KeyTakeaway:Pageswithmorebacklinkstendtorankhigherthanpageswithfewerbacklinks.

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Link Strategy

Compelling Onsite Content• Infographics• Videos• Blogs

Social Media Marketing• Strategic

interactions• Compelling content• Customer service

Relationship Building• Thoughtful

engagement• Audience

awareness

Content Marketing• Offsite Publishing• Cross-channel

promotion• Writing for and

reaching your audience

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Key Words §  Always approach your keyword research with

your customers in mind.

§  Begin with brainstorming a list of words and phrases that your customers are likely to associate with your business.

§  Tools: google related searches; Ubersuggest; Keyword planner

•  Use in not only in your body copy but in headings and image file names

•  Each page should have its own topic/keyword

www.cre8ive.co.nz

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§  Often used by Google as the title of a search snippet link in search engine results pages

§  Optimal length between 50-60 characters

§  Place Important Keywords Close to the Front of the Title Tag

§  Unique for each page

Title Tags

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Meta Description

§  Appears on a Google search results under the title tag

§  Compelling copy /call to action as it will be part of the decision process as to whether it is clicked or not

§  Optimal length between 70 & 160 characters

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URL

Title

Description

About Cre8ive | Cre8ive Marketing

cre8ive.co.nz/our-company/

Experts in branding, websites, SEO, digital and social

media marketing. A straight-talking team, passionate

about delivering marketing-led design solutions.

Meta Descriptions

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Simple URL Structure

§  Include keyword & location keywords if relevant

§  Separate by dashes: www.cre8ive.co.nz/web-design

§  Clean URLs not /thread.php?threadid=1234&sort=date

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Sitemap

•  Google uses your sitemap to learn about the structure of your site

•  Structure – clear hierarchy with text links

•  Every page should be reachable from at least one static link

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Page Content

§  Include your keyword a few times in the content

§  Mention your secondary keyword

Heading Tags

§  Each page should have H1 heading tag with primary word

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Call to Actions §  These drive visitor behaviour & assist SEO by

creating an internal link to a specific page

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Internal Links §  Linking via keywords (anchor text) to other pages within

your site §  For more information click here vs §  For more information please read Cre8ive’s Brand

Guidelines

§  Useful for establishing site architecture and spreading link value

Check for Broken Links

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Step #12 HTTPS

Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to.

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Redirection – URL Forwarding

•  301, "Moved Permanently"—recommended for SEO

•  302, "Found" or "Moved Temporarily”

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Responsive Design

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Bounce Rate

•  The percentage of visitors who come to your website and leave without viewing any other pages on your website

•  Usability, design and usefulness to the user determine the bounce rate

•  Google Analytics

•  Try to aim for under 50%

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Optimise Images

•  File names – descriptive & use keywords

•  Google keyword planner

•  Use Alt text

•  Fast to load – optimise the size

•  Tools like Tiny PNG

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User Experience

§  Designed for the end user: easy to navigate

§  SEO is directly related to Marketing: if the

technically side is perfect, search engines

may choose to ignore it if no one links to your

content

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it’s not always about getting visitors to your site, but about getting the right kind of visitors.

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Website Best Practices - SEO

1.  Layout, design, content & SEO are all intertwined

2.   Plan your website

3.   Define your target audience and tailor your marketing efforts to appeal to them; they should be able to understand the value to them

4.   Functional/User Friendly: A user should be able to easily find what they are looking; don’t clutter

5.   Design should match your brand and be enticing

6.  User experience – low bounce rate, length of time on site & site speed

7.   Continually update with original and compelling content

8.  Have clear calls-to-action to guide behaviour

9.  Sign up with webmaster tools : https://www.google.com/webmasters

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The 3 Questions Every Visitor Asks

1.  Am I in the right place?

2.  How do I feel about this website?

3.  What am I supposed to do here?

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Website: You have 5 Seconds

•  What is the ONE thing you want your web visitors to remember? – What makes you different?

– What can you say than no one else can?

– Why should they choose you?

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Review your Web Content 1.  Is your web page copy up-to-date and a good

reflection of your business?

2.  Is there a clear brand story being told? 

3.  Does your business’s brand personality shine through in your content? 

4.  Does your web content hold your target market’s attention?

5.  How much industry jargon is included in the copy?

6.  Do you have enough content on each page? Without overpowering or underwhelming?

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Seen this kind of Email?

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2012

PenguinPrevents black hat SEO tactics

and spam

2013

HummingbirdChange in algorithm

focusing on user intent

2014

PigeonCreated relevant

and accurate local search

2015

MobilegeddonChanges in

mobile ranking

2016

Penguin 4.0devalues bad links

and Possumlocal search

Google algorithm changes(some of what we know)

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Main Direction of Google

•  Better user experience

•  Preference for richer and more in-depth content

•  Focus on updated sites

•  Emphasis on search optimised for local ranking

•  Prominence given to sites that adhere to a mobile SEO strategy

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Google Adwords

•  Pay per click service

•  Immediately get your site to the top of the rankings

•  Measurable – set up goals & can easily track

•  BUT could be wasting $$

•  Have to regularly optimise and your website is taken into consideration for your placement

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How Social Affects Search

•  Google has publicly announced social signals are NOT a ranking factor

•  Social Media Channels Are Search Engines, Too

•  Bing does look at the social authority

•  Social Media Profiles Rank in Search Engines

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WebsiteUse Your Channels to

Engage and Drive Traffic

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What’s this line for?

I don’t know, I just saw everyone standing here and

figured it must be good!

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40x

Visual Content is forty times more likely to be shared on social media channels than non-visual content

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Colour or Black & White?

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Imagery Selection & Angle

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In-bound Marketing: Attract Offer high value content, be active on social and implement an SEO strategy. Continual process of proving you are the authority by earning quality, in-bound links

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Inbound Marketing = Content

Interactive Tools

Photos

BlogsInfographics

Videos and Podcasts Webinars and eBooks

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Emotional Headlines to Get More Shares

§  Posts with a higher emotional value got more shares.

§  urgent §  amazing §  exciting §  portfolio §  revealing §  sensational §  https://coschedule.com/headline-analyzer

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Content Strategy: Calendar Development

Step1

DefinecontentobjecIvesAssistwithfeedbackfromstakeholdersandstaff

Step2

Gettoknowyouraudience

Step3

Keywordresearch

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Step4

CompeItorresearch

Step5

OpportunityforecasIng

Step6

IdenIfykeymessages

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Step7

Monitor,measureandrefine

Step8

PromoIonanddistribuIon

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Monitor & Refine: Google Analytics

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§  Research your keywords

§  Have a unique title for every page

§  Relevant and fresh content

§  Keep your important information near the top

§  Sitemap (web developer)

§  Site speed is a factor

§  Quality user experience (length of time on site, bounce rate)

§  Prove to Google that you are the authority (inbound links)

Optimisation Strategy Review

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Voice Search

§  Keyword research put even more focus on long tails, questions and conversational queries.

§  Consider adding pages (or editing existing) that can give searchers quick information.

§  Think about what questions your customers or audience are asking, and address those on your blog, FAQ pages, and social media posts.

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Summary

§  View as PEO ü  People Engine Optimisation

§  Long-term strategy

§  Invest in quality content

§  Measure

§  Variety of tactics combined

§  Create compelling content

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SEO Strategy

Keyword

Analysis

Site

Structure

Content Development

and Optimisation

On-page

Optimisation

Paid Search

Understanding

Target Market

Social Media

Linking

Analysis and

Strategy

Analytics

and Reporting

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If you need further training, graphics, content management – we are here to help

Call 474 1075 or

Email cre8ive@cre8ive.co.nz

Blog: www.cre8ive.co.nz/marketing-insights

www.getsocial.nz/resources