Presented by: Luke Quilter
Overview of SEO, PPC and Social Media
Friday, 13 September 13
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Introduction
-What channels are we talking about?
-Strengths, weaknesses, potential uses
-Can they be used in a B2B environment?
-Video presentation is available via our website should you miss anything!
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Some of our clients
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The channels
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The aim of search and social is to get relevant traffic to your site
Friday, 13 September 13
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The channels
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With the ultimate focus of getting more customers and
growing your business
Friday, 13 September 13
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The channels
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PPC SEOSocial
Website
Friday, 13 September 13
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Why I love digital
-All the rules of marketing still apply
-Search
-Active customers
-Real time decision making
-Social - Conversational, bring in your personality
-Creative application wins out
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PPC
-Strengths
-Weaknesses
-B2B applications
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What areas
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PPC
PPC
SEO
Friday, 13 September 13
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General principle
- Relevancy
- Search Query - Advert - Landing page
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PPC Strengths
- Fast to setup
- Data received almost real time (2 hour lag)
- Easy to learn, difficult to master
- Huge amount of control over the targeting and display settings
- Can be switched on or off when ever you like
- Google rewards relevance
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PPC Weaknesses
- It costs per click and it’s easy to spend a lot of money quickly
-Google doesn’t really help you out in that regard
- Lots to learn, it changes quite regularly
-No real demographic targeting
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Landing pages
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PPC page SEO page
TrafficRelevancy
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Landing pages
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PPC page SEO page
TrafficRelevancy
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Landing pages
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PPC page SEO page
TrafficRelevancy
Friday, 13 September 13
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Search Query Report
- SQR’s help you find new terms
-What your customers are actually typing in
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Other engines
- Time Vs reward
-Only use them once you are sure you are doing a pretty good job with Google!
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B2B environment
- As ever ask, Who is your customer?
- How can you assess the value of the traffic?
- Phone tracking
- Ask inbounds
- Analytics
- All hours of targeting
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SEO
-Strengths
-Weaknesses
-B2B applications
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What areas
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PPC
PPC
SEO
Friday, 13 September 13
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How it works
- Lots of specific factors that Google uses to asses relevancy
-On page SEO
- Content, meta
-Off page SEO
- Links back to the site
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Link principle
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Your site
Site ASite C
Site B
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Link principle
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Your site
Site ASite C
Site B
Friday, 13 September 13
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Link principle
18
Your site
Site ASite C
Site B
Friday, 13 September 13
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Link principle
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Your site
Site ASite C
Site B
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On page
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meta data, content
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SEO - strengths
- Traffic is “free”
- Potentially better ROI
- If done officially positions are sustainable
- Building a long term asset
- Broader reach than PPC potentially
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SEO - weaknesses
- Takes time to build traffic
- Less targeting capabilities compared to PPC
- The rules change - takes time to understand and interpret them
-No one fully understands the rules, not even Google
- Pages are often content heavy
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SEO - Tips for success
- Pick the right terms to target
-DON’T buy links!
-Don’t trust guarantees
- Content updates to the site regularly (blogs)
-Using internal anchor text
- Find a balance
-Use tools to help you 22
Friday, 13 September 13
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B2B Applications
- Likely to be more technical language than the B2C market
- Blogs are great
- Remember however that not everyone knows the industry terms!
-What questions do your customers always ask you?
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Social Media
-Strengths
-Weaknesses
-Tips for success
Friday, 13 September 13
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The options
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Social - Strengths
- Building of rapport - trust
- Can reach a huge audience
-Adds value to the brand
- Can reduce costs on other channels
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Social Weaknesses
-Not generally a direct sales channel
-Not intent based generally
- Potential for complaints
- Can do harm if not run well
-Quantifying performance is still a problem, expensive to track
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Google+
- Impact on search results
-Good interface
- B2B and B2C
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Social - Tips for success
- Have a story
- Pick 6 content topics
-Develop a tone of voice
- Plan the activity, delegate roles within your business
- Link back to your site for selling
- Integrate with other channels
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Summary points
- Remember who your customer is?
- Select your keywords and content topics based on what they would look for
- Their use of the channel is likely to increase
- Search is all about relevancy
- Social is a growing area, with impacts that impact search engine ranking
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Where to get more information?
-www.sleepinggiantmedia.co.uk
- Clients section (B2B case studies)
- Blog section (industry related updates and tutorials)
- Youtube - PPC, SEO and Social explained videos
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Thanks for your time-LIVE SEO audits throughout the day
-Expert panel at the end of the day
-Any further questions?
Friday, 13 September 13