6. Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a
technique which helps search engines find
and rank your site higher than the millions
of other sites in search engines.
8. What is SEO - Why is it important?
Benefits of SEO :
1. Optimized Search Results –
increases the ranking of your website
on many search engines.
2. Increase Visibility – Search engine
optimization helps to increase search
engine visibility
3. Increased Online Traffic – This is a
result of increase visibility in the search
engines.
4. Cheap – If done properly, SEO
helps promote your website for little
cost.
12. SEO - keywords
Keywords used by searchers are not necessarily what we
think!
• Over 50% of searchers use key phrases of 3 words or
longer
• Vital to a successful SEO campaign
• Local search - location specific key phrases are
common use theses in title tags
• Aim to optimise your site on keyword per page with the
most search volume
www.webyogi.co.uk
13. SEO - Optimise your site for keywords
https://adwords.google.com/select/KeywordToolExternal
14. SEO - Optimise your site for keywords
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Training courses for employers
Apprenticeship provision
Professional Development provision
Higher Education provision
Restaurant, Beauty Salon and Fitness Club
Conference facilities
Can you think of any other terms people might use to
search for your services?
15. SEO & Keyword tools
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Wordtracker - https://freekeywords.wordtracker.com/
SEObook - http://www.seobook.com/
Wordstream - http://www.wordstream.com/
SEOmoz - http://www.seomoz.org/tools
Yahoo clues - http://clues.yahoo.com/
Google insights for search http://www.google.co.uk
/insights/search/#
• IIS SEO Toolkit
http://learn.iis.net/page.aspx/791/getting-started-with-the-seo-toolkit/
www.webyogi.co.uk
16. Local SE0 - Basics
Get listed on …
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Google Places
Yahoo Local
Bing Local
Facebook places
17. Local SE0 – Social media
Most of the networks have iPhone, Android, and
BlackBerry apps. More tips from Mashable
www.webyogi.co.uk
20. Social Media
Social media is just about human beings having
conversations and relationships
through the use of online technology. It’s
simply a new form of mass media. It helps
SEO by building relationships that may later
turn into links and sales
21. The social media revolution - video
http://www.youtube.com/watch?v=3SuNx0UrnEo
22. Social media - Why is it important?
Benefits of Social media
• Low cost - use social media to create
and distribute articles, videos & audio for
a fraction of the money it would cost to
appear in press, print, radio or TV
• Unlimited access
• Simplicity
• Global reach
• Flexibility
• Measurability
• SEO social signals
23. Social media is ……
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Social Bookmarking (Delicious)
Social News (Digg, Reddit)
Social Networking (Facebook, LinkedIn)
Video (Youtube, Vimeo)
Audio (Podcasts, Itunes)
Blogs (Wordpress, eblogger, tumblr,
posterous)
• Local Business Listing (Google, Facebook
places)
• Brand monitoring (socialmention,
Howsociable)
• Q&A – Quora, Yahoo answers
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Reputation management
Events & tweet ups
Photosharing (flickr)
Presentation sharing
(slideshare)
Social Broadcasting (Youtube)
Ratings and reviews (yelp,
Google places)
Location based marketing
(Foursquare, Gowalla)
Viral Marketing (Youtube,
Articles & PR)
24. The conversation prism
The Conversation Prism
gives you a whole view of
the social media
universe, categorized
and also organized by
how people use each
network.
So many
networks…
So little time!
25. Social media dashboards
But… there are tools
you can use to help
manage social media
sites..
•Hootsuite
•Tweetdeck
•Sproutsocial
26. Some Free Social media listening & monitoring tools
Facebook Analytics
Youtube Insights
Topsy
Tweetstats
bit.ly
Twitter Analyzer
Klout
PeerIndex
Social Mention
Backtype
Boardreader
CoComment
Hootsuite
Yahoo Site Explorer
Omgili Graphs
IceRocket
Compete.com
28. Facebook
• Largest social media site
• 750 million participate
• Fan pages popular with
businesses
Your Facebook page is a gateway to other social media
streams, with news, pictures, videos & posts from your blog
Facebook should definitely be a part of YOUR social media
efforts.
29. Facebook – how to use it
• Create a Business Page
• Use Facebook applications
• Promote events
• Promote your sales, promotions and offers
• Get feedback
• Ask questions
30. Facebook – Case study
http://www.excellencegateway.org.uk/page.aspx?o=299885
31. Twitter
Twitter provides an easy outlet
for daily interaction with
students, parents, college
news, well wishes,
announcements, student
congratulations and re tweets
of positive messages/pictures
32. Twitter – how to use it
•Create a twitter profile
•Strategically build your following
•Listorious, twellow, #hashtags
•Tweet events
•Tweet promotions, offers
34. Youtube
• 2nd largest search engine
• Use your keywords when uploading a video
• Spread your videos across the internet
• Brand your account
• Create a series of videos
• Build a network
38. Flickr – What can you do?
• Search for your institution name in Flickr
• Create a Flickr group (e.g Amherst College) gather
existing users and ask them to post pics of your
college
• Discover great photos for your next publications
• Launch a contest and invite users to post their
best shots about your institution
• The winners could have their photos published on
your website or in your next magazine…
39. Linkedin
LinkedIn is perhaps one of the most effective
social media platforms for business to business
networking.
40. Linkedin
•Create a solid company profile
•Join several groups and become involved
•Connect with specialist employers
•Ask and answer questions
•Give and ask for recommendations
•Ask for introductions
42. Which channels right for my business?
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Display Advertising
Email Marketing
Pay-Per-Click Advertising (PPC)
Online Public Relations
Search Engine Optimization
(SEO)
Affiliate Marketing
Social Media Marketing
Viral Content Campaigns
Conversion Rate Optimization
Blogging/Microblogging
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Blogger outreach
Video
Local search marketing
Mobile marketing
Groupon/offer sites
Corporate web site
Free content (ebookswhite
papers)
• Online communities
• Webinars
• Podcasts
www.webyogi.co.uk
43. It depends on business objectives & audiences!
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Brand awareness
Web traffic
Online course bookings
Recruitment
Sales
Leads
Promotion
Reputation management
Public relations
www.webyogi.co.uk
44. What makes a good Social Media Campaign ?
Old Spice “Smell Like a Man, Man.”
Old Spice spokesman Isaiah Mustafa
was an interactive online hit
responding to questions submitted by
fans on Twitter in 180 Web videos.
He proposed marriage to one fan's
girlfriend. She accepted.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
45. What makes a good Social Media Campaign ?
A. Buzz, participation &
engagement
These types of content are
popular…..
• How to’s
• Asking questions
• Competitions
• Quizzes
• Polls
• Widgets
• White Papers
• Viral games- farmville
46. What’s Hot in Social Media?
Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia
47. Juicy Social media links – yum !
You’ll love these links!
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Hubspot inbound marketing blog – Marketing
Resources for small businesses: strategic Internet
marketing tips and links to much more.
Social Media Examiner – Social Media Examiner is
a free online magazine designed to help businesses
discover how to best use social media tools
Mashable – Social Media news blog covering cool
new websites and social networks
Duct tape marketing blog – Small business
marketing coaching and consulting ideas &
strategies that are simple & effective.
www.webyogi.co.uk
49. Who is using which sites?
Source : Flowtown
www.webyogi.co.uk
50. Forrester research – Use this tool!
!8-24 yr olds in the UK
tend to be Joiners &
Spectators
Joiners like
•Facebook
•Myspace
Spectators like
•Blogs
•Video
•Forums
•reviews
http://www.forrester.com/empowered/tool_consumer.html
51. How people behave online
• Creators
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
http://www.forrester.com/rb/research
52. Content Marketing
Text – where people put
across views, opinions or
write blog posts.
Images – images and photos
Audio – social media enables
you create podcasts or radio
shows
Video – video sites mean that
you can record entertaining
videos for the world to see.
Check out : http://www.junta42.com/content-marketing-playbook.aspx
54. Create more highways… through content
• SEO (people link to great content)
– More Visitors
– More Google links
• Social Media (people share great content)
– Word-of-Mouth
– Develop Relationships
www.webyogi.co.uk
56. The Digital Marketing Mix
Start with your business/website goals
and create valuable content for your
audiences
Research your online landscape for the
most appropriate marketing mix for
your digital strategy
Use web analytics, on and offline
conversion tracking and optimisation
to measure campaigns
Implement the tactics that fit your
business goals best.
57. 8 Steps to digital marketing success….
• Research what your target audiences are searching for on
Google
• Listen, engage and participate through social media
• Develop an digital marketing plan that meets business
objectives & customer needs
• Optimise your web content to meet Google best practice
• Create and distribute content that will promote your
expertise and drive targeted traffic to your website
• Implement content & link building strategies to help you
achieve high Google rankings
• Measure your activities through web analytics
See : How to write an online marketing plan
www.webyogi.co.uk
58. Services
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Digital marketing consultancy
SEO & Social Media audits
In-house Training & Workshops
Twitter, Facebook, Linkedin for business
courses
• Online campaigns & PR management
www.webyogi.co.uk
59. Connect with Webyogi….
Email : info@webyogi.co.uk
Site: www.webyogi.co.uk
Ways to Connect:
Twitter: @webyogi
LinkedIn: http://www.linkedin.com/in/yvettebordleyFacebook:
webyogidigitalmarketing
www.webyogi.co.uk
