intro to seo: social & keyword optimisation
TRANSCRIPT
Introduction to SEO: Social & Keyword Optimisation
2008 – 2012: MMU (Marketing
Management)
2010 – 2012: ICS (Marketing Exec)
2012 – Present: PushON (Marketing
Consultant, Marketing Team Leader)
Introduction – Jonny Pennington
• The SEO Landscape
• Key SEO Considerations
• Keyword Research (inc. tools)
• Content Creation (inc. tools)
• Task!
• Takeaway Points
Overview
The SEO Landscape
The SEO Landscape – 2015/16
• 100s of individual Ranking Factors
(Searchmetrics ranking factors study, 2015)
• Panda, Penguin, Hummingbird & Pigeon
updates over past few years
• 2015 saw mobile update “mobilegeddon” &
Panda refresh
Key SEO Considerations
On Page Factors
Off Page Factors
Basic On Page Optimisation
https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Basic On Page Optimisation
Keyword Research
SEO & Social Media
https://blog.kissmetrics.com/social-media-and-seo/
SEO & Social Media
• How do your customers/fans find your brand?
• What are they talking about?
• What are they asking you about?
• What content are they sharing?
• Where, and how, are they sharing it?
Basic Keyword Research
Basic Keyword Research
• Predominantly used for Pay Per Click account building
• Volume and trends for search terms, by location & device
• Provides list of related keyword & competition
• Sort by volume or relevance
Expanded Keyword Research
Expanded Keyword Research
• Provides list of search queries (and average ranking
position in Google) for all terms the site appears for
• Offers opportunity to create or enhance content that visitors
are looking for
• Requires access to the site but allows much deeper
technical SEO analysis
Expanded Keyword Research
• Provides a list of keywords with all combinations + ‘a – z’
and + ‘0 -9’
• No search volume but useful for keyword inspiration and
identifying long tail queries or FAQs
• Useful for supplementing searches in the Google keyword
planner
Consider Trends
• Keyword trends by country over 10+ year periods or shorter
• Helps demonstrate seasonal trends, spikes or growing
interest in a topic
• Also useful for comparison of terms
Content Creation
What Content Works?
• Ranks content by topic based on total number of social
shares
• Helps identify popular topics and which social channels are
most effective
What Content Works?
• Same concept as Buzzsumo but completely paid account –
ahrefs have other SEO analysis tools
What are people saying?
• Analyses popular tweets, users and hashtags relating to a
product
• Many similar analysis tools available (Followerwonk
recommended but paid account)
Content in Action
• Rise of ‘User Generated Content’ & brand ambassadors
• solitairhols.co.uk/singles-holidays
• chillfactore.com/plan-visit/frequently-asked-questions
• inbound.org/poll/view/how-should-ecommerce-be-presented
Task!
Task!
• Identify a trend which spikes in the summer
• Find variations of the keyword or FAQs
• Discover what content has worked in the past
• Plan a social promotion (inc. relevant hashtag)
Takeaway Points
• SEO & solid keyword research is fundamental to any online content
campaign
• Social media can be used as a research tool to aid content creation
• Huge list of free tools available to monitor social media activity and
find an audience
• SEO is always evolving, keep on top of updates with GOOGLE
Tools
• Google Keyword Planner (free account can be setup, requires billing info)
• Ubersuggest (free)
• Google Trends (free)
• Google Search Console (requires site access)
• Buzzsumo (free basic account)
• Ahrefs (paid)
• Tweetchup (free via Twitter login)
moz.com/google-algorithm-change
searchmetrics.com/knowledge-base/ranking-factors
blog.kissmetrics.com/social-media-and-seo
moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
pushon.co.uk/blog
Other Useful Links
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD - @heresjonnyp
Any questions? Thank you for your time…