the digital landscape and what's next with google search ... · dentist’s provident...

The Digital Landscape and what's next with Google Search, Online Advertising & Website Experience

Ed Ryan | www.hallaminternet.com | ed.ryan@hallaminternet.com

Apprehensive? Don’t be.

Housekeeping

Housekeeping

• Please use your phones (on silent)

• We’ve got time for loads of questions at the end

• Please join in!

Bribery

Contributions

=

Mystery prize

Perspective

If you already know

Try to think

Interesting!

A little about me.

Also...I like lists of three

Client side | Agency | SEO / PPC Wanted a black Lab GoldenDoodle Love Thai food esp. Zaap

Agenda

My agenda... Has changed...why?

Susan Hallam said to me post lunch presentation is “Dead man’s boots”

So:

Make it Fast, furious and fun!

Agenda

With that in mind I’ve chopped up my presentation a bit! To include:

Tips to improve your digital marketing

When I say “your” digital marketing. I mean “YOUR” digital marketing...

Your marketing

BHSF

British Friendly

Cirencester Friendly

CS Healthcare

Dentist’s Provident

Enginemen’s

Foresters Friendly

Healthy Investment

Holloway Friendly

Wiltshire Friendly

Kingston Unity

Let’s Talk Ageing

MetFriendly

National Friendly

PG Mutual

Red Rose

Assurance

RMML

Scottish Friendly

Sheffield Mutual

Shepherds Friendly

Silver Marketing

Sovereign Healthcare

Tees Mutual

The Oddfellows

Transport Friendly

Union Data

UIA

WHA Healthcare

Are you ready?

Digital FootprintTo use digital to successfully ensure your company is present to the

fullest extent

A brand search will show

how big your digital

footprint is

Hallam Internet

Brand Search

● Claim Google My Business Listing

● Add business images

● Competitor insights

● Detailed NAP information

● Review stars - feedback

Why?

● Improve local SEO

● Increase online space

● Control your brand

● Get and respond to reviews

Hallam Internet

Brand Search

● Not claimed Google My Business

● Currently pulling info from Wikis

Foresters Friendly

Brand Search

● Not claimed Google My Business

● Pulling others photos

Transport Friendly

Brand Search

● Google is requesting you to claim

Regis Mutual Management

Brand Search

● Google is requesting you to claim

Regis Mutual Management

Brand Search

● Claimed Google My Business!!

BUT

● Inconsistent NAP e.g.

○ Birmingham Hospital Saturday

Fund

○ BHSF

○ BHSF Ltd

○ BHSF Limited

○ BHSF Employee Benefits Ltd

● Add professional photos

● Google Reviews - need work

BHSF

Google Reviews

Step 1. Get your Google business ID

Step 2. Copy your Google business ID

Step 3. Place your business ID in this URL:

https://search.google.com/local/writereview?placeid=<place_id>

Step 3b. Ask your best clients for feedback

E.g. BHSF Employee Benefits Ltd

Tool: Google review link

https://hallam.co/EdRyan

Google Reviews

Add your link to a URL shortener and add it

into your emails e.g.

https://hallam.co/EdRyan

(Feel free to leave a review of me! BTW this

auto populates 5 stars = good for reviews)

https://app.bitly.com

Tool: Link shortener

Digital footprint review

● Claim Google My Business Listing

● Stick to or update naming conventions “Ltd”, abbreviations etc

● Add professional photos

● Add NAP

● Start getting reviews!

SEO optimisationMaking sure Google understands what your business is about

SEO Optimisation

SEO Optimisation

Organic Optimisation

Algorithm = Each Website has Elements that are weighted by Google which Google use to represent relevancy to a user's search query

SEO = The manipulation of that...

SEO Optimisation

Example elements - Question: Top 3 elements?

● A link from a University or Financial Times

● Meta Title (what the page has been named)

● Page Title & subtitles (titles users can read)

● Keyword density (how many times a keyword pops up)

● Amount of copy

● Pictures and alt text

● Internal links (own links pointing to that page)

SEO Optimisation

Question: Give me some keywords that describe what you do? E.g.

● Mutual Society

● Income Protection

● Health insurance plans

For Hallam Internet an example would be “Marketing Agency”

Hallam Internet

● Title tags appropriate

● Meta description appropriate

● Site links appropriate

● Social presence pulled in

SEO Optimisation Enginemens

● Page Title = Brand

● No meta description

SEO Optimisation Tool: Moz Toolbar

SEO Optimisation British Friendly

● HTTPS - GREAT!

● Page Title = Welcome

● No meta description

● No H1’s or H2’s

SEO Optimisation Red Rose Assurance

● HTTPS - GREAT!

● Page Title = Welcome

● No meta description

● H1 = “Welcome”

● H2’s = navigation

SEO Optimisation Dentists Provident

● HTTPS - GREAT!

● Server in Germany

● Page Title = Brand

● No meta description

● H1 = No keyword

● H2’s = None

Answering Questions

● Understanding target market

● Content ideas

https://answerthepublic.com/

Tool: Answer The Public

Answering Questions

● Shows what Google sees

● Brill when launching a new

website

Tool: Search Console

Redesign

Tool: WayBack: https://web.archive.org/

Healthy Investments

● Check 404’s and redirect

SEO review

● Research what keywords are important to you/your target market

● Fix your page elements

○ Page title

○ H1

○ H2

○ Meta description

PPC (Pay Per Click Advertising)Not there organically? Pay for exposure

PPC CS Healthcare

● Brand bidding

● Site links

● Great use of heading

● Great descriptions

● Keep on protecting your

brand!

PPC CS Healthcare

● Expensive @ £41 CPC

● High competition levels

PPC CS Healthcare

● Homepage landing

● No mention of keyword in

ad copy

● No ad extensions

● Appropriate time of day /

day of week?

● Appropriate demographic?

● Appropriate geographic?

PPC - relevancy

Remarketing

Remarketing Vitality

● You’ve paid for the visit

● Remind them!

PPC Cost Vs Return Is £120 CPC Expensive?

Brand bidding Cirencester Friendly

● Protect your brand

PPC Review

● Expensive! Be a sniper not a shotgun

● Protect your brand - if you need to

● Get granular - keywords, ad copy & landing page

● Be big brother - remarketing - you’ve paid for the click

● Be sensible - demographic, time of day, day of week

Websites are your front doorWelcome people and make it easy for them

Who should you listen to?

88.01%

8.62%

2.59%

Question: Market share?

Web page speed

Question: How many times have you used your laptop this morning?

What about your mobile?

Mobile First Indexing Tip: Google says optimise for mobiles...

Google = Simon says

● Listen to Google

● User friendly

● Quick to load

● Relevant

Tip: Use the tools Google gives you

Web page speed

https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly

Tools: Page speed / Mobile Friendly

Google Page speed test Google Mobile test

Web page speed

https://developers.google.com/speed/pagespeed/insights/

https://search.google.com/test/mobile-friendly

Hallam

● Mobile friendly

● Server response

● Optimise images

Web page speed Hallam

Feedback

● Clear CTA

● Clear Reinforcers

Work on

● Service clarity on

mobile/desktop

Web page speed

https://developers.google.com/speed/pagespeed/insights/

https://search.google.com/test/mobile-friendly

Transport Friendly

● Not mobile friendly

● Optimise images/JavaScript

Web page speed Transport Friendly

Feedback

● Clear CTA

Work on

● Dated design

● No Reinforcers

● Not mobile

● Confusing

Web page speed

https://developers.google.com/speed/pagespeed/insights/

https://search.google.com/test/mobile-friendly

Oddfellows

● Mobile friendly

● Average for speed

● Optimisation opportunities

Web page speed Oddfellows

Feedback

● Clear CTA (desktop)

● Clear Message

Work on

● CTA (mobile)

● Service clarity on

mobile/desktop

Web page speed

https://developers.google.com/speed/pagespeed/insights/

https://search.google.com/test/mobile-friendly

WHA Healthcare

● Mobile friendly

● Optimisation opportunities

Web page speed WHA Healthcare

Feedback

● Focus on CTA but..

Work on

● Less is more

● Less copy

● Less CTA / or use

colours

● No reinforcers

Web page speed

https://developers.google.com/speed/pagespeed/insights/

https://search.google.com/test/mobile-friendly

Holloway

● Star of the class!

Web page speed Holloway

Feedback

● Clear CTA

● Snappy copy

● Mobile 1st

● Simple

● Reinforcers (below

fold)

Work on

● #SmashedIt

● Update GMB to

new brand...

Time for some questions& Mystery Prizes

Questions & Feedback

https://hallam.co/EdLinkedIn

0115 948 0123

https://hallam.co/EdRyan

Ed Ryan | Senior StrategistNow is your chance

● Not answered your question?

● Not gone into enough depth?

● Need MORE?

Chuck me a curve ball & I’ll do my best!