![Page 1: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/1.jpg)
Digital Summer Series - 3 of 6 Using SEO and PPC to Make More Sales #gianttalks @anthonyklokkou @thenikoo
![Page 2: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/2.jpg)
Set up in 2008/9 PPC, SEO and Social Now 30 people
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
GiantSleeping
![Page 3: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/3.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will be running every month over the summer
-Completely free
-Covering various areas around digital marketing
-Next month’s is on 29th of July and will be more focused around tracking performance of your digital marketing
- Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
3
![Page 4: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/4.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Search Engine Optimisation-Where to start
-Picking the right keywords
-Tips for success
-Measuring success - @AnthonyKlokkou
![Page 5: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/5.jpg)
Where to start?
![Page 6: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/6.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is SEO
6
SEO or Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's natural or un-paid search results
PPC
PPC
SEO
![Page 7: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/7.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How it works
-Lots of specific factors that Google uses to assess relevancy
-On page SEO
-Content, meta, internal linking
-Off page SEO
-Links back to the site, social engagement
7
![Page 8: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/8.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
On page
8
meta data, content
![Page 9: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/9.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Internal anchor text
9
Content about a particular article, then link to another article about
Online Marketing using relevant anchor text within the post
Page about online marketing
![Page 10: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/10.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Link principle
10
Your site
Site ASite C
Site B
![Page 11: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/11.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social principle
- Social signals!
- Engagement & sentiment from the user
- Engagement is key
- Not just likes and followers
11
![Page 12: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/12.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Building links/engagement
- Decide your target audiences and consider:
- What would they be interested in
- Who are their relevant key influencers
- For SGM
12
Interest Topics Key Influencers
Business Owners Driving revenue through search, Low cost search solutions
@ukstartup, @kentbusinesses, @invictachamber
Marketing Managers Customer acquisition using PPC, How to engage with YouTube
@ppchero, @sejournal, @marketingland
New To Search What is PPC? What is Search Marketing and how to use it?
@googleanalytics, @moz, @adwords
![Page 13: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/13.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - strengths
- Traffic is “free”
- Potentially better ROI
- If done officially positions are sustainable
- Building a longterm asset
- Broader reach than PPC potentially
13
![Page 14: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/14.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - weaknesses
- Takes time to build traffic
-Less targeting capabilities compared to PPC
- The rules change - takes time to understand and interpret them
-No one fully understands the rules, not even Google
- Pages are often content heavy
14
![Page 15: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/15.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
15
Picking the right Keywords
![Page 16: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/16.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
- Things to consider:
-What will my target audience be searching for?
-What terms describe my product/service?
-Where do my competitors appear?
- Search volumes?
16
![Page 17: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/17.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
- Things to consider:
-Adwords Keyword Planner
- https://adwords.google.ca/KeywordPlanner
-Keyword Spy
- www.keywordspy.co.ukSearch volumes?
17
![Page 18: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/18.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Picking the right keywords
-Consider volume, competition and suggested bid:
18
![Page 19: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/19.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Title Text-Body Level One
-Body Level Two
- Body Level Three
- Body Level Four
- Body Level Five
19
Tips for Success
![Page 20: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/20.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - tips for success
- Pick the right terms to target
-DON’T buy links!
-Don’t trust guarantees
- Content is King
- Social is Queen
-Using internal anchor text
- Find a balance
-Use tools to help you 20
![Page 21: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/21.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tech tools
21
No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result.
moz - http://moz.com
Screaming frog - http://www.screamingfrog.co.uk/seo-spider/
Adwords Keyword Tool - https://adwords.google.ca/KeywordPlanner
Social Bro - http://www.socialbro.com
majestic - http://www.majesticseo.com
analytics - http://www.google.com/analytics/
Hootsuite - https://hootsuite.com
![Page 22: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/22.jpg)
Measuring Success
![Page 23: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/23.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- What is Google Analytics?
23
![Page 24: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/24.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- How do I get Google Analytics?
- It’s free - you just need a Google account
- Add a simple tag to every page of your website
- Most CMS will do this for you
- Accrue some data
24
![Page 25: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/25.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Webmaster Tools
-Another free tool from Google
- Easy to setup
-Gives guidance and performance feedback
25
![Page 26: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/26.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Pay Per Click
-Strengths
-Weaknesses
-Optimisation
![Page 27: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/27.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Pay per click
- Is it right for your business?
- Tips on setting up an account
- Tips on managing and optimising your account
27
![Page 28: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/28.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
28
PPC
PPC
SEO
![Page 29: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/29.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
- It’s all about relevance
29
£14
£15
£13
£12
£11
£10
£9
£8
![Page 30: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/30.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
General principle
- Relevancy
!
-Search Query - Advert - Landing page
30
![Page 31: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/31.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Getting started
-What do you sell?
-What else does your customer call it?
-What makes you the most money?
-Where do you sell your product / service?
- Refer to your site’s navigational structure to start with.
31
![Page 32: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/32.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Getting started
- Use Google Tools, such as the Keyword Planner, to get you started.
- Get Keyword and Ad group Ideas based on your key terms.
- Get search volume estimates.
32
![Page 33: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/33.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Shoes Red shoes red converse trainers
ShoesAds
Shoes
Red shoes
Red shoes
red converse trainers
red converse trainers
ad group ad group ad group
Landing page
Keyword
Relevancy & quality score
33
![Page 34: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/34.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What to avoid
-All keywords In one ad group
-All ad groups in one campaign
- Irrelevant ad copy / landing pages
-Not monitoring or optimising frequently.
34
![Page 35: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/35.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Landing pages
35
Things to consider: !
-Page Layout !
-Conversions / Sales !
-Content !
![Page 36: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/36.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC strengths
- Fast to setup
- Easy to learn, difficult to master
- Huge amount of control over the targeting
- Can be switched on or off when ever you like
- Google rewards relevance
- You can set maximum budgets
36
![Page 37: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/37.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
PPC weaknesses
- It costs per click and easy to spend a lot of money quickly
-Google doesn’t really help you out in that regard
-Lots to learn, it changes quite regularly
37
![Page 38: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/38.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Adwords Editor
-Offline management
-Quicker and easier
- Can back up the account
38
![Page 39: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/39.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Search Query Report
- SQRs help you find new terms
-What your customers are actually typing in
39
![Page 40: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/40.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Other engines
-Only use them once you are sure you are doing a pretty good job with Google!
40
![Page 41: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/41.jpg)
Thanks for listening, any questions? !
Next event 29th of July Tracking performance – Google Analytics and other tools !This presentation will be sent out to attendees
![Page 42: Sleeping Giant Media - Summer Series 3 of 6 - Using SEO and PPC to Make More Sales](https://reader034.vdocuments.net/reader034/viewer/2022042601/54551039af79590b088b46e0/html5/thumbnails/42.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Shepway Apprenticeship Scheme
• Grants of up to £1,500 per apprenticeship offered to Shepway businesses recruiting Shepway residents as full-time apprentices.
• Over 160 apprenticeships supported through the scheme since April 2012.
• For further information contact Jeremy Whittaker – 01303 853375 – [email protected]
42