International Festival of Business - Liverpool 30th June 2016 - Driving Inbound leads from SEO

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Driving Inbound Leads from SEO

Transcript of International Festival of Business - Liverpool 30th June 2016 - Driving Inbound leads from SEO

Agenda

• What is SEO and why bother with it?

• Three Golden rules for Google

• Optimising for humans

• Driving Engagement

• Managing Reputation

What is SEO?

The process of structuring data on your website so

search engines* can read and understand it

*and humans

Search Engine Optimisation

Why bother?

Search Engine Optimisation

It is NOT

• Cheating

• Fooling Google

• Spam

• A quick fix

• A tick box exercise

• Smoke and mirrors

It is

• Part of a coherent Marketing strategy

• A long term process of improvement

• Measureable

• Effective

3 Rules of Google

Rule 1 Google is just a machine

3 Rules of Google

Rule 2 Nothing beats great content

3 Rules of Google

Rule 3 One page one keyword

What influences your ranking?

Source: Moz.com

Does any of this even make sense?

Whatever you’re selling, Google isn't buying

This is more likely

to be your customer

This is the face of

modern shopping

Paid options dominate the search results

Organic gets pushed down

80% of most website traffic is organic, so….?

…how do you get seen organically?

How to be seen organically

1. Build great page

2. Optimise page

3. Promote page

But how do you promote the page?

Social Media Blog

Video

Mobile

Local

Voice

Desktop Process Tweet

Landing Page

Data Capture

Tweet

Mobile Landing Page

Mobile Data Capture

Mobile is different…

Paid Advertising

This will become paid Advertising

This is the future….

List of providers, ranked on a PPC basis

What has this got to do with SEO?

The future of search is changing

so SEO must change with it

• Relevant Content

• Tailored offers

• Simple website – UX/UI

• Email marketing

• Live chat

Driving Engagement

Online spending is growing

• Average weekly spending online in May 2016 was £963.8 million; this was an increase of 21.5% compared with May 2015

• The amount spent online accounted for 14.3% of all retail spending, excluding automotive fuel, compared with 12.1% in May 2015

Source: ONS

What time do people shop?

Source: econsultancy

The most popular time to buy online is weekdays between 12-2pm and on Sunday evenings.

I want this item so I’m heading to House of Fraser. What kind of user experience awaits…..?

WHO?

What is free?

Ugly url and meta description

I’m expecting to find Gold Crystal Jewellery (or Jewelry!)

Your business reputation is important….

…but how do your customers see you?

Is this how you want people to view your business?

Happy customers give your business a boost

You can control how people perceive your business

Reputation Do’s and Don’ts

Do

• Optimise your website

• Check your name/brand online

• Monitor your social channels

• Ask for genuine customer feedback

Don’t

• Ignore the way your website looks

• Ignore social media

• Argue with customers online

Final thought

People spend money with your business, SEO is part of helping them make that purchase decision