sleeping giant media - summer series 3 of 6 - using seo and ppc to make more sales
DESCRIPTION
In the third talk in our Digital Summer Series, Anthony Klokkou and Nikoo Sarrafan talked to local business people about using SEO and PPC to make more sales. They discussed: - strengths and weaknesses of both SEO and PPC - tips for success - useful tools The next talk is taking place 29th July in Folkestone and will cover tracking digital marketing performance using Google Analytics and other tools. Click here to book your place - http://www.sleepinggiantmedia.co.uk/book-your-place-below/TRANSCRIPT
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Digital Summer Series - 3 of 6 Using SEO and PPC to Make More Sales #gianttalks @anthonyklokkou @thenikoo
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Set up in 2008/9 PPC, SEO and Social Now 30 people
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
GiantSleeping
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will be running every month over the summer
-Completely free
-Covering various areas around digital marketing
-Next month’s is on 29th of July and will be more focused around tracking performance of your digital marketing
- Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Search Engine Optimisation-Where to start
-Picking the right keywords
-Tips for success
-Measuring success - @AnthonyKlokkou
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Where to start?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is SEO
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SEO or Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results
PPC
PPC
SEO
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How it works
-Lots of specific factors that Google uses to assess relevancy
-On page SEO
-Content, meta, internal linking
-Off page SEO
-Links back to the site, social engagement
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
On page
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meta data, content
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Internal anchor text
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Content about a particular article, then link to another article about
Online Marketing using relevant anchor text within the post
Page about online marketing
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Link principle
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Your site
Site ASite C
Site B
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social principle
- Social signals!
- Engagement & sentiment from the user
- Engagement is key
- Not just likes and followers
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Building links/engagement
- Decide your target audiences and consider:
- What would they be interested in
- Who are their relevant key influencers
- For SGM
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Interest Topics Key Influencers
Business Owners Driving revenue through search, Low cost search solutions
@ukstartup, @kentbusinesses, @invictachamber
Marketing Managers Customer acquisition using PPC, How to engage with YouTube
@ppchero, @sejournal, @marketingland
New To Search What is PPC? What is Search Marketing and how to use it?
@googleanalytics, @moz, @adwords
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - strengths
- Traffic is “free”
- Potentially better ROI
- If done officially positions are sustainable
- Building a longterm asset
- Broader reach than PPC potentially
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - weaknesses
- Takes time to build traffic
-Less targeting capabilities compared to PPC
- The rules change - takes time to understand and interpret them
-No one fully understands the rules, not even Google
- Pages are often content heavy
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
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Picking the right Keywords
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
- Things to consider:
-What will my target audience be searching for?
-What terms describe my product/service?
-Where do my competitors appear?
- Search volumes?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
- Things to consider:
-Adwords Keyword Planner
- https://adwords.google.ca/KeywordPlanner
-Keyword Spy
- www.keywordspy.co.ukSearch volumes?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
-Consider volume, competition and suggested bid:
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
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Tips for Success
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - tips for success
- Pick the right terms to target
-DON’T buy links!
-Don’t trust guarantees
- Content is King
- Social is Queen
-Using internal anchor text
- Find a balance
-Use tools to help you 20
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tech tools
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No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result.
moz - http://moz.com
Screaming frog - http://www.screamingfrog.co.uk/seo-spider/
Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner
Social Bro - http://www.socialbro.com
majestic - http://www.majesticseo.com
analytics - http://www.google.com/analytics/
Hootsuite - https://hootsuite.com
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Measuring Success
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- What is Google Analytics?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- How do I get Google Analytics?
- It’s free - you just need a Google account
- Add a simple tag to every page of your website
- Most CMS will do this for you
- Accrue some data
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Webmaster Tools
-Another free tool from Google
- Easy to setup
-Gives guidance and performance feedback
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Pay Per Click
-Strengths
-Weaknesses
-Optimisation
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Pay per click
- Is it right for your business?
- Tips on setting up an account
- Tips on managing and optimising your account
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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PPC
PPC
SEO
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
- It’s all about relevance
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
General principle
- Relevancy
!
-Search Query - Advert - Landing page
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Getting started
-What do you sell?
-What else does your customer call it?
-What makes you the most money?
-Where do you sell your product / service?
- Refer to your site’s navigational structure to start with.
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Getting started
- Use Google Tools, such as the Keyword Planner, to get you started.
- Get Keyword and Ad group Ideas based on your key terms.
- Get search volume estimates.
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Shoes Red shoes red converse trainers
ShoesAds
Shoes
Red shoes
Red shoes
red converse trainers
red converse trainers
ad group ad group ad group
Landing page
Keyword
Relevancy & quality score
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What to avoid
-All keywords In one ad group
-All ad groups in one campaign
- Irrelevant ad copy / landing pages
-Not monitoring or optimising frequently.
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Landing pages
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Things to consider: !
-Page Layout !
-Conversions / Sales !
-Content !
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC strengths
- Fast to setup
- Easy to learn, difficult to master
- Huge amount of control over the targeting
- Can be switched on or off when ever you like
- Google rewards relevance
- You can set maximum budgets
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC weaknesses
- It costs per click and easy to spend a lot of money quickly
-Google doesn’t really help you out in that regard
-Lots to learn, it changes quite regularly
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Adwords Editor
-Offline management
-Quicker and easier
- Can back up the account
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Search Query Report
- SQRs help you find new terms
-What your customers are actually typing in
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Other engines
-Only use them once you are sure you are doing a pretty good job with Google!
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Thanks for listening, any questions? !
Next event 29th of July Tracking performance – Google Analytics and other tools !This presentation will be sent out to attendees
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Shepway Apprenticeship Scheme
• Grants of up to £1,500 per apprenticeship offered to Shepway businesses recruiting Shepway residents as full-time apprentices.
• Over 160 apprenticeships supported through the scheme since April 2012.
• For further information contact Jeremy Whittaker – 01303 853375 – [email protected]
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