getting digital webinar 2: talking online from chris mcguire, occupancy marketing

Talking online

occupancy marketing | Talking online

Chris McGuireAccount Director

Occupancy Marketing115 Hanover Street, Edinburgh

[email protected] 718 4510


Search Engine Optimisation (SEO)

Paid SearchMarketing (PPC) Local Search

International SEOProgrammes

Link BuildingProgrammes

Online PR Distribution

Social MediaMarketing

Analysis & Reporting

We are an internet marketing consultancy, specialising in:


Working with 60+ clients across the following sectors:

HospitalityTourism

eCommerce

Finance / B2B


1.What do mean by talking online?2. Search Engine Optimisation3. Online Press Releases4. Social Media


What do we mean by talking online?

• Your Website• Distributing News Online• Social Media


Your Website

Needs to speak to 2 audiences:

1.Human visitors2.Search engines

Search Engine Optimisation


How search engines work

Search engines identify keywords on page & in links to a page and use to determine the page’s subject.

Therefore, making sure search engines pick up on the most relevant keywords is important. Image source: SEOMoz.org


Identifying the right keywords

Your site should include terminology people use when searching.

Identify keywords using a keyword research tool. Google Keyword Tool - https://adwords.google.co.uk/select/KeywordToolExternal

https://adwords.google.co.uk/select/KeywordToolExternal


Search Engine Optimisation

Use keywords in main elements of a page:

1. Browser title2. URL3. Meta tags4. On-page copy5. Links


Browser Title

Ensure main keywords for the page are in the browser title

Bad examples:“Home” “Welcome”“About Us”

Good example:“Festival Theatre in Edinburgh | Home”“About the Festival Theatre Edinburgh”

Titles should be unique for each page.


URL / Web address

Easy to read URLs are better for search engines & users

Bad example:www.example.com/index.aspx?page_id=1234&cat=456

Good example:www.example.com/events/ballet

Try to ensure that each page is only accessible on one URL

http://www.example.com/index.aspx?page_id=1234&cat=456

http://www.example.com/events/ballet


Meta tags

Meta tags are less important for search engines, but meta descriptions can appear in search results.

Meta descriptions should be kept short, to the point, relevant to the page & include a call to action.

Meta keywords are even less important, although we would always still include as best practice.

Meta description


On page headings & copy

On page copy should also use keywords.

The main heading on the page should be related to the page, not to the website.

Use keywords with some regularity throughout the page, but don’t get carried away!

Ensure content is still read-able.


Links

Search engines use links to a page to identify its subject.

Therefore, use keywords relevant to that page.

Bad example:The sound of music, Edinburgh PlayhouseShow runs from 1st January – 23rd March.More info

Good example:The sound of music, Edinburgh Playhouse »Everyone’s favourite musical! Runs from 1st January – 23rd March.

Distributing News Online


Distributing News Online

1. Take an existing press release2. Optimise to be used online3. Distribute via tools such as

a. PRWeb (www.prweb.com) b. NewsVine (www.newsvine.com) c. PRLog (www.prlog.com)d. etc

http://www.prweb.com/

http://www.prweb.com/

http://www.newsvine.com/

http://www.newsvine.com/

http://www.prlog.com/

http://www.prlog.com/


Why use Online Press releases?

1. Build relevant links2. Release news through portal sites3. Appear in Google News results4. Get news before journalists / bloggers in

relevant sectors


Online Press releases techniques

Techniques for writing online press releases are much the same as that for your website content:

1. Remember keywords2. Include these in the title, copy & links to your site3. Include engaging imagery and/or video with your PR

Social Media


Source: The Economist, ‘A World of Connections’, Jan 30th 2010

Why use social media?


Source: Hitwise, ‘Facebook reaches top ranking in US’, Mar 15th 2010

Why use social media?


Choosing your network


The obvious biggies


The obvious biggieshttp://www.facebook.com/tategallery#!/tategallery?v=wall

http://www.facebook.com/tategallery#!/tategallery?v=wall


The obvious biggieshttp://www.youtube.com/user/metmuseum

http://www.youtube.com/user/metmuseum


“Artistic” networks


Create your own!

Eng


Finding your voice

InformalFriendly

Polite Short & SweetLinks for Further Info

RegularNot too regular!

Engaging

Be Interactive

Avoid The Hard SellImages

Learn as you go

There are no rules

Videos

Incentives

QuirkyFun

Interactive contentPolls

QuizzesLists!

Building an audience



Include links to your social media channels on your website…

Via your website:



… or integrate live feeds

Via your website:



Make it easy for visitors to share content.

Via your website:



• Encourage sign up at key points (e.g. Once they’ve just bought a ticket, filled in a contact form,

etc.)

• Incentivise people to join (e.g. Competitions, exclusive offers, etc.)

Via your website:



• Email newsletters• Confirmation emails • Mailshots• Flyers• Posters• Ticket stubs• Programmes• etc.

Other collateral:



• Search & follow related users • Join & interact with related groups• Facebook advertising

On social networks:

Some handy tools

Summary


Summary

Your Website & Search Engine Optimisation1. Ensure your website copy is search engine friendly2. Research the keywords that people search for in relation to your site

Distributing News Online3. Use techniques such as online press releases to build links to your site4. Online PR can also help get your news before a new audience

Social Media5. Social media is an increasingly important area of the internet6. Research and engage with the right online communities7. Promote your online activity across other marketing & collateral8. There are a wealth of handy tools out there to help manage activity across

various social channels

getting digital webinar 2: talking online from chris mcguire, occupancy marketing

Technology

internet marketing consultancy

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