Download - The masterclass
![Page 1: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/1.jpg)
Search Engine Optimisation
SEO not only holds the key to the amount of people who interact with your brand, it is also the key to your reputation.
Knowing this, you have a deeper understanding of the digital platform.
![Page 2: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/2.jpg)
Social Search Master Class
![Page 3: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/3.jpg)
What will we cover today?
What is search engine optimisation (SEO)? Why should you invest in SEO? Reasons why you shouldn’t invest in SEO Understanding the SERPs Personalised and social search What can you do to influence search results? Creating a search strategy
![Page 4: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/4.jpg)
What is search engine optimisation?
SEO is the activity of improving internal and external website aspects in order to generate traffic by connecting searchers with relevant and valuable pages.
SEO is a multi-disciplinary activity that requires skills in:
Marketing Technical Copy writing Analytical and analysis Patience : - )
![Page 5: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/5.jpg)
History of Search Engine Optimisation
![Page 6: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/6.jpg)
Why should you invest?
![Page 7: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/7.jpg)
Why should you invest in SEO?
People don't remember URL’s People use search engines to find/ research
products and services Over 70% of web traffic comes from search engines People trust organic search results Affects Adwords campaigns cost
![Page 8: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/8.jpg)
Access Everywhere
Desktops Laptops Tablets Mobile Phones
![Page 9: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/9.jpg)
5 Reasons you shouldn’t do SEO
![Page 10: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/10.jpg)
Reasons you shouldn't do SEO
Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals
![Page 11: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/11.jpg)
SEO “Snake Oil” agencies
![Page 12: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/12.jpg)
First impressions of the SERPS
![Page 13: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/13.jpg)
![Page 14: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/14.jpg)
Personalisation
![Page 15: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/15.jpg)
![Page 16: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/16.jpg)
![Page 17: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/17.jpg)
What influences personalised search?
•
![Page 18: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/18.jpg)
Over 57 signals
Your location Your search history & click- through rate What kind device you are on What kind of browser you are using Your connection speed Etc ..
![Page 19: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/19.jpg)
Personalised meets Social
![Page 20: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/20.jpg)
Google+ “Search your world”
Localised search results Personalisation search results Social search results
![Page 21: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/21.jpg)
Search for “Camera”
![Page 22: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/22.jpg)
Showing personal results
![Page 23: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/23.jpg)
YouTube
![Page 24: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/24.jpg)
Google Images
![Page 25: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/25.jpg)
Maps & Places
![Page 26: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/26.jpg)
Advertising
![Page 27: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/27.jpg)
Search & social should never be orphan strategies
![Page 28: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/28.jpg)
What can you do to influence search results?
Optimise website and social media assets Create unique and valuable content regularly Integrate your SEO + social media activity Build a community around your brand Encourage customers review, Share, Like, +1 Enhance your websites UX & Code Create a dedicated mobile website
![Page 29: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/29.jpg)
Wait, what about SEO?
PageRank Anchor copy Inbound Links Urls Page titles Headings Sitemaps Accessibility
Meta keywords/ desc. Body copy Internal link copy Image alt tags Asset properties Copy (promotion,
proximity, copy)
![Page 30: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/30.jpg)
Strategy
Short Term: Content Strategy
Medium Term: SEO & Social Strategy
Long term: Community management
![Page 31: The masterclass](https://reader033.vdocuments.mx/reader033/viewer/2022061218/54b7571e4a795967588b4824/html5/thumbnails/31.jpg)
Questions ?