the masterclass

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.

Social Search Master Class

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

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 : - )

History of Search Engine Optimisation

Why should you invest?

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

Access Everywhere

Desktops Laptops Tablets Mobile Phones

5 Reasons you shouldn’t do SEO

Reasons you shouldn't do SEO

Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals

SEO “Snake Oil” agencies

First impressions of the SERPS

Personalisation

What influences personalised search?

•

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 ..

Personalised meets Social

Google+ “Search your world”

Localised search results Personalisation search results Social search results

Search for “Camera”

Showing personal results

YouTube

Google Images

Maps & Places

Advertising

Search & social should never be orphan strategies

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

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)

Strategy

Short Term: Content Strategy

Medium Term: SEO & Social Strategy

Long term: Community management

Questions ?