car insurance & social search

Search is Social

Brian Maher, Arekibo Digital

The future of SEO

What will we cover today?

What is search engine optimisation (SEO)? Why should you invest in SEO? Reasons why you shouldn’t invest in SEO Understanding the SERPs Personalised and social search What can you do to influence search results? Creating a search strategy

What is search engine optimisation?

SEO is the activity of improving internal and external website aspects in order to generate traffic by connecting searchers with relevant and valuable pages.

SEO is a multi-disciplinary activity that requires skills in:

Marketing Technical Content creation Analytical and analysis Patience : - )

History of Search Engine Optimisation

Why should you invest?

Why should you invest in SEO?

People don't remember URL’s People use search engines to find/ research

products and services Over 70% of web traffic comes from search engines People trust organic search results Affects Adwords campaigns cost

Access Everywhere

Desktops Laptops Tablets Mobile Phones

5 Reasons you shouldn’t do SEO

Reasons you shouldn't do SEO

Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals

SEO “Snake Oil” agencies

First impressions of the SERP’s

Personalisation

What influences personalised search?

•

Over 57 signals

Your location Your search history & click- through rate What kind device you are on What kind of browser you are using Your connection speed Etc ..

Personalised meets Social

Google+ “Search your world”

Localised search results Personalised search results Social search results

Search for “New York Hotel”

Search for “New York Hotel”

Search for “New York Hotel”

Search for “New York Hotel”

Showing personal results

YouTube

Google Images

Google Images

Maps & Places

Advertising

Search & social should never be orphan strategies

What can you do to influence search results?

Optimise website and social media assets Create unique and valuable content regularly Integrate your SEO + social media activity Build a community around your brand Encourage customers to review, Share, Like, +1 Enhance your websites UX & Code Create a dedicated mobile website

Wait, what about SEO?

PageRank Anchor copy Inbound Links Urls Page titles Headings Sitemaps Accessibility

Meta keywords/ desc. Body copy Internal link copy Image alt tags Asset properties Copy (promotion,

proximity, copy)

Strategy

Short Term: Content Strategy

Medium Term: SEO & Social Strategy

Long term: Community management

Thank You

brianm@arekibo.com