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Climbing the Google ladder: SEO, blogging and social media for
retail
Jonny RossTweet: @JRConsultancy
Keywords
What have you searched for on Google?
• Best shoe designer in Ibiza• Where are Flossy shoes made?• Nearest Flossy distributor
All this could be new business for you
SEO – Search Engine Optimisation
SEO - Search Engine Optimisation
SEO is nothing more than:• Create great content. • Ensure this content is accessible to search
engines.• Make pages unique and relevant.• Make the content popular.
On Site
• Keywords• Content• Technical Aspect• Usability
Off site
• Relevancy• Links• Reviews• Reputation
Why should I Blog?
Anyone blogging? Do you understand what a blog is?
Because…• Show Personality – increase engagement• To communicate with existing clients• Saves time, I use it as an archive to give the same answer again• SEO• It puts you ahead of your competitors• Thought leadership/ Gains Trust• Ensures you stay up to date• Builds a community• Forces creativity• Adds value to your site• It gives you content for your social media channels• Supplies content for your email campaigns• And more!!
How to come up with some ideas• Subscribe to competitors• Subscribe to industry related news• Subscribe to professional bodies / services• Create Google alerts on niche topics• Thing about all the products/services you offer• Keep notes of questions clients ask you• What are your passions?• Keep a journal/voice recorder• Guest interviews
How to create an Editorial Calendar?
Editorial Calendar sounds so complex…• People think it needs to
be fancy and detailed
• Two advantages; planning and accountability
• There are lots of ways to create an editorial calendar, but let’s keep it simple
Step 1: Make a list of key dates for the year
• Product launches• Events / trade shows• Marketing campaigns• Promotions• Holidays• Sporting events• Key milestones• This date in history• TV Programmes• National Days / Weeks• Charity Campaigns• National Competitoons
• Themed months?• Patterns ( 4 blogs and 1 case study
per month
Step 2: Add these to your Roadmap
Step 3: A comprehensive list of all your products and services
• Do any of the products and services fit nicely with your roadmap so far?
• Split them evenly throughout the year
Step 4: Open a Google Spreadsheet• Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update• Everyone with permission can have access• It’s a live spreadsheet
Step 5: Measure success refine and keep to dates
Any Questions So far?
Online shopping
• UK – 66%• Germany – 63%• South Korea - 62% • USA - 56%
UK
UK
USA
France
India
https://www.youtube.com/watch?v=3XviR7esUvo
Facebook Check In’s
Dove Soap
@Dominos_uk #letsdolunch
@TescoMobile
Puma using “grammers”
Tony Hawk
Diesel bringing Facebook Likes into the real world
Uniqlo
YouTube Campaigns
Vine Ideas
• UnBox Competition from ASOS
• Show Company history - Gap
Instore Digital Technology
Omnichannel Presence
Creating Killer Blog TitlesUse the following tried and tested formulas• Use a number (7 Secrets to success)• Teach me (How To Do..)• Ask a question (Are you king of twitter?)• Talk to me (use you and your)• Just say no (Don’t buy this)• Use celebs/brands and popular trends (Pizza Express is
the winner – Email Marketing)• Be controversial • Make an unusual association (How Lemons help your HR)
Question Time
Does anyone want to challenge me, does anyone think this is all a load of nonsense?
It’s time to ask questions!
Also for Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com
