what is seo and why is it important for business?
TRANSCRIPT
What is SEO and how can it be used to benefit my business?
◉What is SEO?
◉Why is it important?
◉What is the SEO process?
◉What can I do to improve my SEO?
What we will talk about today
Any questions just let me know as we are
going through it. I want the session to be
interactive so you get the maximum from it
What is SEO?Organic Results Paid Results
SEO is the process of increasing your visibility in this part of search engines
Why is SEO important?
◉86% of people skip TV ads
◉44% of direct mail isn't even opened
◉61% of people research products and services online
◉57% of the sales cycle is complete before a prospect reaches out to a company
◉SEO leads have a close rate of 14.6%, while outbound leads have a close rate of just
1.7%
What do these stats say to you? They should say that the behaviour of buyers has
changed and therefore so must the marketing playbook
The marketing playbook has changedPRE-INTERNET. (Even 5 years ago)Buyer: Relatively uninformed.Buyer Journey: Linear.Marketing Playbook: Interrupt (cold calls and advertising).
TODAY.Buyer: Well-informed.Buyer Journey: Fluid and random. Starts with Google.Marketing Playbook: Be found by the right people at the right time.
Why should I care?
◉Put your business in front of your audience
◉Search engines market share is growing
◉Cost effective marketing
◉It works (and isn’t going to stop anytime soon)!
What is the SEO process?
On-page optimisation
Off-page optimisation
Keyword research
Find the keywords you should be targeting based on volume,
relevancy and competition.
Optimising the website itself so that search engines know what keywords you
are targeting.
Build up the authority of your domain. This is what will get those
keywords ranking higher.
1. Make a list of keywords / phrases
2. Get ideas from the Keyword Planner
3. Get volumes and competitiveness from the Keyword Planner
4. Chose the keywords you want to target
Keyword research
Key tool:
1. Title tag
<Keyword> from <Company> | <Keyword> <USP>
2. Meta description
3. Page content
On page optimisation
Key tool:
1. Check your domain authority
2. Benchmark your competitors
3. Look for new links
Off page optimisation
Key tool:
Quick wins:C - customersA - associatesV - vendorsE - employeesS – suppliers
Give out:InfographicsGuest blogs
Resources:GuidesVideos
How do you build links?
◉SEO is important because buyers have changed
◉Right people at the right time = higher conversion rate
◉Research your market◉Make basic changes to your site◉Always be thinking about link
opportunities
Key takeaways
