the digital landscape and what's next with google search ... · dentist’s provident...
TRANSCRIPT
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The Digital Landscape and what's next with Google Search, Online Advertising & Website Experience
Ed Ryan | www.hallaminternet.com | [email protected]
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Apprehensive? Don’t be.
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Housekeeping
Housekeeping
• Please use your phones (on silent)
• We’ve got time for loads of questions at the end
• Please join in!
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Bribery
Contributions
=
Mystery prize
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Perspective
If you already know
Try to think
Interesting!
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A little about me.
Also...I like lists of three
Client side | Agency | SEO / PPC Wanted a black Lab GoldenDoodle Love Thai food esp. Zaap
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Agenda
My agenda... Has changed...why?
Susan Hallam said to me post lunch presentation is “Dead man’s boots”
So:
Make it Fast, furious and fun!
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Agenda
With that in mind I’ve chopped up my presentation a bit! To include:
Tips to improve your digital marketing
When I say “your” digital marketing. I mean “YOUR” digital marketing...
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Your marketing
BHSF
British Friendly
Cirencester Friendly
CS Healthcare
Dentist’s Provident
Enginemen’s
Foresters Friendly
Healthy Investment
Holloway Friendly
Wiltshire Friendly
Kingston Unity
Let’s Talk Ageing
MetFriendly
National Friendly
PG Mutual
Red Rose
Assurance
RMML
Scottish Friendly
Sheffield Mutual
Shepherds Friendly
Silver Marketing
Sovereign Healthcare
Tees Mutual
The Oddfellows
Transport Friendly
Union Data
UIA
WHA Healthcare
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Are you ready?
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Digital FootprintTo use digital to successfully ensure your company is present to the
fullest extent
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A brand search will show
how big your digital
footprint is
Hallam Internet
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Brand Search
● Claim Google My Business Listing
● Add business images
● Competitor insights
● Detailed NAP information
● Review stars - feedback
Why?
● Improve local SEO
● Increase online space
● Control your brand
● Get and respond to reviews
Hallam Internet
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Brand Search
● Not claimed Google My Business
● Currently pulling info from Wikis
Foresters Friendly
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Brand Search
● Not claimed Google My Business
● Pulling others photos
Transport Friendly
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Brand Search
● Google is requesting you to claim
Regis Mutual Management
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Brand Search
● Google is requesting you to claim
Regis Mutual Management
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Brand Search
● Claimed Google My Business!!
BUT
● Inconsistent NAP e.g.
○ Birmingham Hospital Saturday
Fund
○ BHSF
○ BHSF Ltd
○ BHSF Limited
○ BHSF Employee Benefits Ltd
● Add professional photos
● Google Reviews - need work
BHSF
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Google Reviews
Step 1. Get your Google business ID
Step 2. Copy your Google business ID
Step 3. Place your business ID in this URL:
https://search.google.com/local/writereview?placeid=<place_id>
Step 3b. Ask your best clients for feedback
E.g. BHSF Employee Benefits Ltd
Tool: Google review link
https://hallam.co/EdRyan
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Google Reviews
Add your link to a URL shortener and add it
into your emails e.g.
https://hallam.co/EdRyan
(Feel free to leave a review of me! BTW this
auto populates 5 stars = good for reviews)
https://app.bitly.com
Tool: Link shortener
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Digital footprint review
● Claim Google My Business Listing
● Stick to or update naming conventions “Ltd”, abbreviations etc
● Add professional photos
● Add NAP
● Start getting reviews!
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SEO optimisationMaking sure Google understands what your business is about
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SEO Optimisation
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SEO Optimisation
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Organic Optimisation
Algorithm = Each Website has Elements that are weighted by Google which Google use to represent relevancy to a user's search query
SEO = The manipulation of that...
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SEO Optimisation
Example elements - Question: Top 3 elements?
● A link from a University or Financial Times
● Meta Title (what the page has been named)
● Page Title & subtitles (titles users can read)
● Keyword density (how many times a keyword pops up)
● Amount of copy
● Pictures and alt text
● Internal links (own links pointing to that page)
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SEO Optimisation
Question: Give me some keywords that describe what you do? E.g.
● Mutual Society
● Income Protection
● Health insurance plans
For Hallam Internet an example would be “Marketing Agency”
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Hallam Internet
● Title tags appropriate
● Meta description appropriate
● Site links appropriate
● Social presence pulled in
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SEO Optimisation Enginemens
● Page Title = Brand
● No meta description
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SEO Optimisation Tool: Moz Toolbar
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SEO Optimisation British Friendly
● HTTPS - GREAT!
● Page Title = Welcome
● No meta description
● No H1’s or H2’s
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SEO Optimisation Red Rose Assurance
● HTTPS - GREAT!
● Page Title = Welcome
● No meta description
● H1 = “Welcome”
● H2’s = navigation
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SEO Optimisation Dentists Provident
● HTTPS - GREAT!
● Server in Germany
● Page Title = Brand
● No meta description
● H1 = No keyword
● H2’s = None
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Answering Questions
● Understanding target market
● Content ideas
https://answerthepublic.com/
Tool: Answer The Public
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Answering Questions
● Shows what Google sees
● Brill when launching a new
website
Tool: Search Console
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Redesign
Tool: WayBack: https://web.archive.org/
Healthy Investments
● Check 404’s and redirect
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SEO review
● Research what keywords are important to you/your target market
● Fix your page elements
○ Page title
○ H1
○ H2
○ Meta description
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PPC (Pay Per Click Advertising)Not there organically? Pay for exposure
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PPC CS Healthcare
● Brand bidding
● Site links
● Great use of heading
● Great descriptions
● Keep on protecting your
brand!
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PPC CS Healthcare
● Expensive @ £41 CPC
● High competition levels
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PPC CS Healthcare
● Homepage landing
● No mention of keyword in
ad copy
● No ad extensions
● Appropriate time of day /
day of week?
● Appropriate demographic?
● Appropriate geographic?
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PPC - relevancy
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Remarketing
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Remarketing Vitality
● You’ve paid for the visit
● Remind them!
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PPC Cost Vs Return Is £120 CPC Expensive?
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Brand bidding Cirencester Friendly
● Protect your brand
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PPC Review
● Expensive! Be a sniper not a shotgun
● Protect your brand - if you need to
● Get granular - keywords, ad copy & landing page
● Be big brother - remarketing - you’ve paid for the click
● Be sensible - demographic, time of day, day of week
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Websites are your front doorWelcome people and make it easy for them
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Who should you listen to?
88.01%
8.62%
2.59%
Question: Market share?
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Web page speed
Question: How many times have you used your laptop this morning?
What about your mobile?
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Mobile First Indexing Tip: Google says optimise for mobiles...
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Google = Simon says
● Listen to Google
● User friendly
● Quick to load
● Relevant
Tip: Use the tools Google gives you
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Web page speed
https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly
Tools: Page speed / Mobile Friendly
Google Page speed test Google Mobile test
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Web page speed
https://developers.google.com/speed/pagespeed/insights/
https://search.google.com/test/mobile-friendly
Hallam
● Mobile friendly
● Server response
● Optimise images
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Web page speed Hallam
Feedback
● Clear CTA
● Clear Reinforcers
Work on
● Service clarity on
mobile/desktop
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Web page speed
https://developers.google.com/speed/pagespeed/insights/
https://search.google.com/test/mobile-friendly
Transport Friendly
● Not mobile friendly
● Optimise images/JavaScript
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Web page speed Transport Friendly
Feedback
● Clear CTA
Work on
● Dated design
● No Reinforcers
● Not mobile
● Confusing
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Web page speed
https://developers.google.com/speed/pagespeed/insights/
https://search.google.com/test/mobile-friendly
Oddfellows
● Mobile friendly
● Average for speed
● Optimisation opportunities
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Web page speed Oddfellows
Feedback
● Clear CTA (desktop)
● Clear Message
Work on
● CTA (mobile)
● Service clarity on
mobile/desktop
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Web page speed
https://developers.google.com/speed/pagespeed/insights/
https://search.google.com/test/mobile-friendly
WHA Healthcare
● Mobile friendly
● Optimisation opportunities
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Web page speed WHA Healthcare
Feedback
● Focus on CTA but..
Work on
● Less is more
● Less copy
● Less CTA / or use
colours
● No reinforcers
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Web page speed
https://developers.google.com/speed/pagespeed/insights/
https://search.google.com/test/mobile-friendly
Holloway
● Star of the class!
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Web page speed Holloway
Feedback
● Clear CTA
● Snappy copy
● Mobile 1st
● Simple
● Reinforcers (below
fold)
Work on
● #SmashedIt
● Update GMB to
new brand...
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Time for some questions& Mystery Prizes
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Questions & Feedback
https://hallam.co/EdLinkedIn
0115 948 0123
https://hallam.co/EdRyan
Ed Ryan | Senior StrategistNow is your chance
● Not answered your question?
● Not gone into enough depth?
● Need MORE?
Chuck me a curve ball & I’ll do my best!