Google Insights

Google Keyword Tool

Google Places is now Google + Local

Optimise you Google Places Listing

1. Fully complete your profile

2. Include images and video

3. Business contact details should be uniform across the web

4. Get reviews from customers and directories: freeindex.co.uk, yelp.co.uk etc

• Relevancy - On page SEO - 20% of the effort- Give users what they want- Be useful, answer the question

• Recommendation- Off page SEO – 50% of the effort- Will people vote for you with inbound links?- Social influence & proof

• Experience- 30% of the effort - What do user think of your pages?- How do you compare to your competition?

SEO – 200 Factors Influence Your Rankings

• Focus on your users - How often do you look at Google Analytics?- Reduce clutter and frictions?

• Make what you say, make sense- Read you content out loud – does it make sense- Don’t keyword stuff in your paragraphs- Make it unique and useful – don't duplicate!

• Freshness of content – when did you last change yours?- Evolves, make it purposeful, hot topics etc

• Don't make me wait; improve page load times• Check your page titles - don't spam them• Off page SEO – link building

- Google summons – Webmaster tools- Diverse keywords, build brand, location targets - Embrace social media, Google +

SEO and Over Optimisation

SEO – Best Practice (some!)

Breakout: Search Engine Optimisation (SEO)

1. What do you think your homepage title tag should be (65 characters)?

2. Do the same for 2 more product/service specific pages

3. What do you think the main 4 key phrases present on your homepage / main pages should be?

4. Where in your industry/sector would be a good place to get a relevant external link from?

5. What are some of the best ways you can acquire external links?

1. Target people who are already searching for what you sell / offer

2. Only pay for it when they click into your website

2. Spend as little or as much as you want from £1 to £1000’s per day

3. Local, regional and global targeting; control where your ad’s are seen

4. Track ROI metrics – see the profit it can bring to you business

Why use Google Adwords?

Google Adwords - PPC

Google Adwords – Best Practice (some!)

Breakout: Google Adwords – Pay Per Click (PPC)

1. Write an ad for one of your main products or services (25,35,35)

2. What are some of the negative keywords you would have in your campaign?

3. Write a relevant heading for you landing page

4. What is your engagement tactic. Why will they get in touch?

Social Media Strategy

Search, Plus Your World – Fed by Google +

Google + Best Practice continued

1. Optimise your Google+ Profile (as per previous slide!)

2. Create Circles of ‘influence’ and engagement

a. Think about your target demographicb. Business sectors c. Circles of influence will add SEO value

3. Think about your ‘great’ content - why and who you post it to

a. Specific circles – content relevant to themb. Post to extended circles – ‘spread the word’c. Share people’s content with whom you want to engage

4. Respond to engagement – build relationships

5. Get the Google +1 button on your website pages

Breakout: Social Media

1. Write down 3 keywords to ‘link’ from your ‘about us’ section in your Google + account to your website

2. Write down 3 different target audiences for your Google + circles.

3. Write a down traditional a marketing activity that worked well in the past.

4. How could you use this idea online and through what social channels?

Google Analytics

Google Analytics Best Practice

1. Focus on actionable metrics

2. Set up conversion goals & tracking

3. Look at your top 10 landing pages bounce rates

4. Look at your keyword conversion rates (and bounce rates)

5. What's your mobile traffic doing?

Conversion Rate Optimisation (CRO)

Breakout: Conversion Rate Optimisation (CRO)

1. What do you want visitors to do when they visit your site?

2. What are your USP’s? The reasons why someone should ‘buy’ from you? (this could change from page to page!)

3. Why would people object to buying or making contact with you?

4. What landing pages would you like to test first and why?