How SEO Can Grow Your Business

Cara Whitehouse – Reload Digital

Clients

Search Engine Facts & Figures

• UK Search Market:

Google Bing yahoo/Others0

10

20

30

40

50

60

70

80

90

90%

5% 5%

90%

5%

5%

Search Engine Facts & Figures

• 1.6+ billion visits a month to Google UK

• Worldwide, Google answers 100 billion searches a month

• 86% of people use Search Engines in the purchasing process and c.92% people don’t go past page 1

Google Results

‘Pay Per Click’ Ads‘Organic’ Listings

‘Local’ Listings

What is SEO

• Process of modifying a website to improve its (organic) visibility for generic search terms.

• Improve rankings?• Improve traffic?• Improve quantity and quality of traffic that

might otherwise not have found your site

Search Engine Optimisation

• Process of improving rankings and visibility in the search engines through…• Relevance to Search Query• Site Authority• Technical ‘SEO-Friendliness’• Valuable Content & User Experience

• 2 Sides to SEO; On-site and Off-site…

Search Engine Optimisation – On Site

• Content • Meta Data & URL Optimisation (Unique page titles and descriptions)• Headers • Navigation Structure & Internal Links• Schema Mark-up (Reviews, Videos)• Fresh Content - Blogs

• Technical (Trust is important to Google)• Error Removal (broken links, malware, syntax/coding errors)• XML Sitemap• Server Reliability & Load Speed

Search Engine Optimisation – Where to Start

• Keyword Research• https://adwords.google.com/KeywordPlanner

• Google Trends• www.google.com/trends

• Competitor Analysis• www.opensiteexplorer.org

• Industry Research

xGoogle - Keyword Planner

• https://adwords.google.com/KeywordPlanner

Search Engine Optimisation

• Meta Data - Good example…

Keyword Prioritisation

Appealing, informative description with keywords and call-to-action. Less than 160 characters

Neat, readable URL with keywords

Less than 60 characters

Search Engine Optimisation

• Bad Example…

Keyword Stuffing

Keyword stuffed, nonsensical, grammatically poor description

URL is unappealing

More than 60 characters

Content Creation

• Use terms that people are searching for• Most popular• Most appropriate ‘intent’

• Think beyond text: • Provide searchable descriptions – eg on YouTube, images etc

Search Engine Optimisation – Video & Images

• ‘Rich snippets’

• Higher click-through-rates

• Schema mark-up

• Optimise your videos / YouTube

• Video site map

• Reviews

Search Engine Optimisation – Local

• Claim your Google+ Local page

• Use Keywords in your content

• Use appealing imagery

• Give full contact details

• Encourage reviews

Search Engine Optimisation – Off Site

• Link Building – Quality, Not Quantity

• Social Mentions/Citations• Build a dedicated following of brand advocates

• Share Content, spreading awareness of your brand• Citations & social mentions

• Google Products (Local, YouTube, Images, Google+)

• Content Marketing

xxxxxxxx - Google Analytics

Search Engine Optimisation – Common Mistakes

• Poor keyword selection

• Too little / Duplicate content

• Over-optimisation

• Poor user experience

• Slow site

• Aggressive/cynical link building Think marketing, not SEO!

Google+

SEO Benefits = More Traffic

• Posts are web pages• Real estate• Instant indexing

• Build authority to your site & impact traffic• Social proof • Link profile

PPC vs SEO

Factor PPC SEO

Speed to 1st Page Immediate Potentially Lengthy

Compete-ability Do-able Tougher

Cost Pay Per Click ‘Free’ Clicks

Longevity of Results No Yes

Best in collaboration!

• Any Questions?

The Contact

Cara Whitehouse

Head of UK/Europe

t: 020 7734 8273

m: 07980 506952

e: cara@reloaddigital.co.uk

w: reloaddigital.co.uk

Thank You!