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@annstanley
An integrated approach to SEO, content, PR and social
By Ann Stanley (Managing Director)@AniccaDigital
@annstanley
About Anicca Digital Ltd• Originally company formed in 2007, now with team of 20 in Leicester• Offering 4 main services (POET):
• Paid Media - including paid search and paid social• Owned and Earned Media - including content marketing, social and PR• Technical - including technical SEO, Analytics, consultancy in web, conversion rate optimisation
and ecommerce support• Training - marketing training for business professionals
• Google accreditations - 8 staff are AdWords and 12 staff are Analytics accredited• Amongst the top 15 independent AdWords Google Partners in the country• We offer training and consultancy as well as project implementation• We recently formed the Leicester Digital meetup group and are the organisers of a new annual
E-Commercial conference (to be held at the Leicester Marriott on 31st October)
@annstanley
Contents• Understanding how your brand can be found online• Understanding the Google search results• How do search engines work• On-page optimisation (SEO)• Creating supporting content• The SEO process• Why an integrated approach?
@annstanley
Overview of marketing channels
Search marketing(PPC, SEO,
Merchant Centre)
Traffic to your site from other sources
(email, affiliates, display ads, social, mobile ads, PR, 3rd party sites, shopping
comparison, voucher sites)
Shopping platforms and market places
(Amazon, eBay etc.)
Other off-site sales/leads
(Social commerce, Mobile Apps, daily deals sites)
Conversion optimisation
On-site Sales/Conversions
Off-site Sales/Conversions
@annstanley
Your brands website, social profile, app or shopping content
Shopping / Marketplaces Search Social Other websites,
media or apps
Paid Owned Earned
Technical Content
Web/technical SEO Analytics / CRO Text SocialContent Media
Shop Search Social Display Search Social Social PR
Content Pieces
POTENTIAL CUSTOMERS
@annstanley
BACRA – both sides of the conversion!
Conversion
Acquisition
Brand Awareness
Retention
Advocacy
The Conversion (Sale or lead)
Traditionally digital agencies focus on acquisition
Anicca uses different digital marketing channels at each stage of the customer journey
BACRAACQUISITION
@annstanley
Searching to buy a ‘sofa’*
Pay per click ads
(via AdWords)
Pay per click text ads (via AdWords)
Organic or natural
search results
Shopping Ads (paid ads via AdWords)
*sofa chosen to illustrate different types of results
Google new Local
listings “Stack”
@annstanley
• A search engine is essentially a very large database containing a record of individual web pages
• The mechanics of a search engine can be thought of in terms of these three aspects:
A Spider or RobotAn automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content
A Storage System or DatabaseA record of all the pages viewed by the Spider
A Matching Process or Relevancy AlgorithmThe rules that tell the search engine how to determine what would be relevant to your search
How Search Engines Work
@annstanley
Key aspects of an SEO projectThere are over 200 factors used in the algorithms of the major search engines!
On-page SEO is the area you can influence the most as you have the most control of this!
@annstanley
Off-Site SEO (website authority)
http://www.attorneysync.com/wp-content/uploads/2013/02/off-page-seo.png
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On-page factors
http://www.websitemonster.net/wp-content/uploads/2014/09/on_page_optimization.jpg
@annstanley
What is on-page optimisation?• In basic terms, on-page optimisation is the aspect of
SEO that involves everything you can do on your own page (URL) to improve ranking positions.• This mostly involves the content on the page, but can
extend into technical areas.• Despite the continued advancements of search engine
technology, search engines still require a ‘helping hand’ regarding what keyphrases a webpage is ‘relevant’ for
@annstanley
Review all your pages, titles and descriptions (Site:sofa.com vs. adacore.com)
@annstanley
Anatomy of an ‘optimised’ page• On-Page keyphrase use is not nearly as
effective as it used to be• Google is less reliant on single
keyphrases to understand context of a page
• Increasing use of Latent Semantic Indexing – looking for greater connection between page title and page content rather than exact matching of keyphrases
• Recent updates to the way Google work include Rank Brain or machine learning and the importance of EAT Expertise, Authority and Trustworthiness
@annstanley
Content – What have you got to talk about or offer?• Depends on your objectives?• Latest news (company or sector)• Latest products• Events• Useful information, whitepapers, tips and hints, “how
to” guides, opinions• Case-studies• Others?
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Format – this will influence where you can use the content• Written content • Start with your blog - don’t forget to include keyphrases for
search engine optimisation (SEO)• Broadcast this via Twitter, RSS Feeds, newsletters; with links
back to original content• “Rewrite and recycle” for user generated sites e.g. online PR,
guest blogging (be aware of Google rules on spammy links to avoid Penguin penalties)
• Presentation and informative material such as PowerPoint, pdfs, videos, infographics, podcasts
@annstanley
Content Idea Generation Tools• When trying to identify or come up with supporting content ideas there
are a number of tools and tricks that can help offer inspiration;• Ubersuggest• Huballin• Answer The Public• Content Idea Generator• Keyword Tool• Google Analytics ‘Site Search’ report• Google AdWords ‘Keyword Planner’ tool• Google AdWords ‘See Search Terms’ report• Ask your support team to record the questions they are asked• What are your competitors doing and The Skyscraper Technique… how to use
content to attract links!
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Entertain
Inform
Challenge
Solve Problems
Inspire
Educate
Tactic: Content Approach to Social Media In order for content to work on social, it needs to meet one of these needs:
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Different content formats
https://www.distilled.net/uploads/the-content-matrix.png
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Checklist for optimising your websiteResearch and Planning• Carryout keyphrase research• Prioritise your keyphrase by high search volume and low competition (use pay per click data if you have it?)• Produce a topic and a page plan (i.e. which pages are to be optimised with which phrases/topics)Optimise on-site content • Write new optimised content for existing pages (URL, title, description, headers, keyphrase density, anchor text,
image optimisation)• Repeat for new pages • Upload your content through your CMS and add new internal links to these pages e.g. through a site map• Add new optimised supporting content every week via a blog and ensure that it is good enough to deserve links
and social sharesOff-site content and links• Consider creating content and getting it added onto other sites, or get bloggers and influencers to do this for
you – with a link back to you• Create press releases (PR) and distribute to the media – with an aim that they will publish your content ad link
back to your siteTrack and measure • Review results using Search Console (previously Webmaster Tools), Analytics and a ranking tool (such as
SEOmonitor)
@annstanley
Content
SEO
PRSocial
• External links• Traffic• Domain authority• Search rankings• Trust/ credibility• SEO’d press releases• Drives media through
Google search• Blog – works both
ways
• Drives traffic • Trust/ credibility• Touch point in sales
funnel• Customer reviews• Customer interaction
• Promote Content to gain media coverage
• Post media coverage• Engage with media via
An integrated strategy
@annstanley
Integrated strategy to SEO, blogging, social marketing and link building
Every week*
Blog article 1
PR Opportunity Social Sharing
Blog Article 2
PR Social
More if possible
PR Social
@annstanley
Our strategy for integrating PR, social and SEO (for our own and clients sites)• Websites should be built to have an integrated blog and social media icons or they should be
add retrospectively to existing sites • We try and blog at least once a week
• Optimise the blog to maximise SEO benefits (especially title, perma-link (URL) and use SEO plug-ins for sitemap, titles and descriptions)
• Allow comments (screened and approved)• Everyone in the team is encouraged to contribute to our own blog
• Our own content is focussed on• Innovation or what’s new in search and online marketing• Areas where we are technical experts• Case studies (including new websites)• Events or speaking slots
• We then re-tweet, use share/like using Facebook, LinkedIn and Google+• We create Press releases and submit to media sites • We also use Tweetdeck or Hootsuite to track areas of interest
@annstanley
Blogs and social media• Online media such as blogs and social media has affected
media relations and they need to be treated differently• More like a conversation – you need to read Tweets and blogs to
find out what they are talking about/ interested in• Join in with NON-COMMERCIAL conversation to start with then
drop your story / product in after you have established a rapport• Find hard-to-reach journalists for national newspapers/
magazines on Twitter • #journalistalert is a good one to set on your Twitter or join the
closed group on Facebook
@annstanley
Bloggers, influencer marketing and outreach• Influencer Marketing: finding people who are influential
in your sector. They could be:• Sector spokespeople• Trade media• Bloggers
• How do you work with them?• Try to connect with them through social media, events etc• Converse with them, then try to get your message across• Use your own blog content to demonstrate your expertise
@annstanley
How does PR support SEO?• PR supports SEO through:• Generating external links• Increasing domain authority• Bolstering search rankings• Increasing trust through 3rd party
reviews• Amplifies existing Content ie blogs• SEO’d material, posted online
@annstanley
Google ‘ no follow link’ guidelines• Google has recently implemented guidelines
for bloggers who review products/ services for money or in return for FOC products
• Bloggers/ publishers are now obliged to declare any paid-for work as such as the link back to the brand website needs to be a ‘no follow’ link
• This means that you don’t get the SEO domain amplification from the author site however you still get traffic from the link and the awareness generated by the review
@annstanley
How does PR support Social?• PR can support social by:• Promote Content to gain media
coverage• Post media coverage• Influencer marketing• Engage with media via Twitter
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Staying up to date• Use RRS readers and subscribe to
blogs or follow organisations and key figures on social channels such as twitter.
• This way you get news of updates as they break
• Subscribe to newsletters from prominent publishers in the digital sector so news is delivered into your inbox on a regular basis
@annstanley
Training courses and boot camps• Open boot camps
• 1-5 day practical boot camp in Leicester • Social Media – starts September 5th• SEO – starts July 4th & October 3rd• PPC starts June 6th & August 1st• Prices
• 1 day = £300 incl. VAT (any day)2 days = £550 incl. VAT3 days = £750 incl. VAT4 days = £900 incl. VAT5 days = £1,000 incl. VAT (Monday – Friday)
• In house training for up to 15 staff at your premises or at our offices in Leicester• 1 day tailored training £975 +VAT• Plus travel time and expenses for locations outside of Leicestershire – price
on application
