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Jo Turnbull demonstrates how to implement SEO on a budget using three examples. Find out how you can achieve results with SEO, even on a small budget.
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How to Implement SEO on a Budget
#SearchLondon
Presenter Jo Turnbull
July 2014@SEOJoBlogs
@SEOJoBlogs
Who is SEO Jo Blogs?
• Jo Turnbull started in SEO while working for a mobile tech company
• Moved agency side 2009• Organiser of Search London since
October 2010• Editor and Events Organiser for
State of Digital since June 2012• Freelance online marketing
consultant, helping small and medium sized businesses with their marketing since 2010
@SEOJoBlogs
How Can I do SEO on a Budget?
#SearchLondon
@SEOJoBlogs
SEO Budget
• £0 but lots of time• £0 - £2,500 • £20,000 – £30,000
#SearchLondon
@SEOJoBlogs
SEO With No Budget
#SearchLondon
@SEOJoBlogs
1) Brilliant Basics Are Still Important
#SearchLondon
@SEOJoBlogs
• Ben Holbrook wrote a post about his favourite things to do in Barcelona
• He then scheduled tweets to promote it every day for a couple of weeks
• He added the #lp (Lonely Planet) hashtag when tweeting
• Lonely Planet then retweeted the post to their 1M+ followers
• 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”.
No Finance = Use Social Media
#SearchLondon
@SEOJoBlogs
Promoting via Twitter
#SearchLondon
@SEOJoBlogs
Traffic Affected Rankings
#SearchLondon
@SEOJoBlogs
That Post is Still Driving Traffic
#SearchLondon
@SEOJoBlogs
2. Maximise Offline
Photo from being30.com
#SearchLondon
@SEOJoBlogs
“Search London” Grew
• Networking group for those in search• Jan 2012 – 592 members• 5 meetups 2012• January 2013 – 1100 members • Increase 86%• June 2014 – 1315 members• Meetup.com/Search-London continues
to grow
Photo from being30.com
#SearchLondon
@SEOJoBlogs
How Did Search London Grow?
• Strong domain - www.meetup.com • Good speakers – don’t be afraid to
ask• Catchy titles each presentation• Guest posts• Interact with others at the event• Email members• Tweet before, during and after• Central venue
Photo from being30.com
#SearchLondon
@SEOJoBlogs
3. Integrate Off and Online
#SearchLondon
Tweets Matter
@SEOJoBlogs
Tweets Affected Traffic
#SearchLondon
@SEOJoBlogs
• Jo Turnbull attended a Search Conference the week before Search London took place
• Jo spoke to many search professionals at the conference and let them know about “SEO at the Heart of Google”
• She wrote a post on her blog – SEOJoBlogs about Search London taking place at the Google Campus
• She published the post, tweeted it and shared with others
• Sharing is caring – other people retweeted it and there were 650 visits to SEO Jo Blogs in one day
No Finance = Use Your Networks
#SearchLondon
#SearchLondon @SEOJoBlogs
4. Use Facebook – It works !
@SEOJoBlogs
Use Different Headings for Facebook
• Include a teaser text
• Attract attention of the readers
• Include an image
#SearchLondon
@SEOJoBlogs
Results
• Ben “liked” the Facebook pages of each place mentioned in the post
• Emailed places he had written about, suggesting shares
• Ben also contacted the Madrid tourist board • 2.1k Facebook likes• 100 tweets• Almost 4,000 unique page views within a week
#SearchLondon
#SearchLondon @SEOJoBlogs
@SEOJoBlogs
SEO £0 to £2,500
#SearchLondon
@SEOJoBlogs
Be Creative
• Don’t Forget about Offline• Melville Jewellers moved to a new location in
Perth, Australia• Opportunity to attract new visitors• Official launch party of Jewellery Store• Off site promotion in newspapers • 4 adverts in lead up to the event• Flyers distributed in store and local surf club
#SearchLondon
@SEOJoBlogs
Integrate SEO with Traditional Media
• Newspapers still work• Compliment Relationships• Networking + SEO• SEO + PR = Great Results• Long lasting effect
Photo from being30.com
#SearchLondon
@SEOJoBlogs#SearchLondon
@SEOJoBlogs
Be Active in the Promotion
#SearchLondon
@SEOJoBlogs
Maximise Your Circles
#SearchLondon
@SEOJoBlogs
Sell the USP
• Leaflets, advertisement in local paper• Emphasised the “local” and “well established”
jewellery store• Offered Incentives eg $500 Pearl Necklace to be
won• Customers would win from a prize draw• Opportunity to collect customer details• Cost = $2,250 AUD promotion (plus cost of
wine on the day)#SearchLondon
@SEOJoBlogs
Do something different – for your clients
• Loyal customer of 13 years wins star prize
• $500 pearl necklace• Further 10 prizes
won• Happy customers at
Melville Jewellers
#SearchLondon
@SEOJoBlogs
Long Term
#SearchLondon
• Doubled Turnover on the Day• Increase in sales MoM 20%
when industry sales dropped• SEO is important part of
marketing plan• The following year, no SEO and
sales dropped
@SEOJoBlogs
SEO For £20,000 - £30,000
#SearchLondon
@SEOJoBlogs
Sponsorship• A financial services company
sponsored a sporting event in a capital city
• The aim was to increase brand awareness and traffic
Photo from being30.com
#SearchLondon
@SEOJoBlogs
Worked with Marketing Dept and Bloggers
• Education with Marketing Department• Encompassed the Sponsorship within the Content
Marketing Plan• Content Written in the lead up to the event• Blogger outreach with The Remarkables• Arranged for 2 bloggers to write up and take part in run• Post run content• Activation on the day – Fruit Stand and Chillout Zone
#SearchLondon
@SEOJoBlogs
Impact on Traffic and Social Media
• Organic traffic: Up 100%• Direct: Up 41% • Referral: Up 9%• 22% Increase in Conversions• 463% Increase in blog traffic referrals• 1,723 new Facebook fans gained on non-paid digital
efforts alone• 5% increase in Twitter followers in one month• 46% growth in FB likes
#SearchLondon
@SEOJoBlogs
SEO has a Positive Experience on Brand
• 68% participants agreed about leaving with a more positive view of the brand
• 50% participants more likely to buy from the company
• 96% participants agreed the company was a great fit for a sponsor
• 65% participants viewed the company as a genuine brand
• 90% participants can’t wait for the next event#SearchLondon
@SEOJoBlogs
There Will Always be a Cost to SEO
Photo from being30.com
#SearchLondon
• Time • Money • What will you
choose?
@SEOJoBlogs
1. Building Relationships Takes Time
#SearchLondon
@SEOJoBlogs
How To Maximise Time
• Brainstorm ideas for content• Buzz monitoring tools – buzz numbers (free
trial)• Topsy (what is trending)• Google Keyword Tool (yes still useful)• Google Instant Search – don’t click enter• Google Insights/Trends• Be prepared to address negative mentions on
FB#SearchLondon
@SEOJoBlogs
Create Content Users Want to Read
Photo from being30.com
#SearchLondon
@SEOJoBlogs
A Picture Tells a Thousand Words
Photo from driftwoodjournals.com
#SearchLondon
@SEOJoBlogs
Use the Tools to Maximise Exposure
• Twitter• Networking• Creating good content• Facebook• Sponsorship• PR and newspapers
#SearchLondon
@SEOJoBlogs
2. Don’t Be Afraid of the Finance Director
Finance Director
Photo from being30.com
@SEOJoBlogs
Work with Your Agency
Photo from being30.com
#SearchLondon
@SEOJoBlogs
Love What You Do
Photo from being30.com
#SearchLondon
@SEOJoBlogs
Shout About Your Results
Be Proud of Them and then Chillax (but not too long)
Photo from being30.com
@SEOJoBlogs
Share Great Content
Get in Touchhttp://[email protected]
Ask Your Questions Through: https://www.sli.do/SearchLondon
Photos from Being30.com and DriftwoodJournals.com
Thank You
Photo from being30.com