The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
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Michelle goodall
1. âE-commerce in the digital ageâ
SEO and Social Media primer
Michelle Goodall
Online communications and
social media consultant/trainer
Twitter: @greenwellys
Blog: http://michellegoodall.posterous.com/
12. An SEO strategy in 9 wordsâŠ
âThink about what a user is going to typeâŠâ
Matt Cutts, Google
Image source: http://martinjapan.blogspot.co.uk/2007_06_01_archive.html
13. âPaid forâ and âNatural Search
Keywords or keyphrase
Sponsored Ad Adwords/PPC
Natural or âOrganicâ Search Results
14. Which is best?
In very broad termsâŠ
SEO will take more time
On-site changes/content
and off-site engagement/pr/link building
Advertising will cost more
money
You pay per clickthrough to
your site
15. How Google Works
1. Google finds your website
with âspidersâ and looks
at your content/connections
Crawling
2. It then indexes your pages
in its massive database applying
over 200 âsignalsâ
Indexing
3. It then ranks them against Relevant content
competing pages Regularly updated
Ranking Good info architecture, coding &
structure
Quality inbound linksâŠetc
Googleâs goal is to match each search to the most relevant and best quality content
17. Top SEO tips
#2: research your keywords/phrases
How realistic/relevant is the search
term?
Will target customers search for it?
How many searches on it?
Is it too competitive?
24. Top SEO tips
#8: Track effort v reward
On-site Off-site
Number of visits Competitor analysis
Source of visits Rankings in natural/organic search
Keyword/phrase that generated visit
Outcome from visit
(e.g. purchase, download etc)
Success comparison between SEO, PR
and Social Media
Google Analytics â Free Advanced Web Ranking
From $99 per year
25. Something (for free) to get you started
http://econsultancy.com/uk/reports/ http://www.hubspot.com/organic-vs-paid-
search-engine-optimisation-seo-a- search/Default.aspx?RewriteStatus=1
beginner-s-guide
26. Summary: 6 essential steps for SEO
Encourage links and shares â PR, social media etc
Pay to be listed until SEO efforts work and you can
evaluate effectiveness
Invite Google to crawl â submit site and add business to
places - http://www.google.co.uk/submit_content.html
Use your keywords across your site â products and
dynamic content (e.g. Blog, Press Centre)
Build your site to be search-engine friendly
Keyword research â search phrases your audiences
uses/relevance/competiveness etc
57. Something (for free) to get you started
http://en.community.dell.com/ http://support.twitter.com/groups/31-twitter-
dell-groups/small-business/p/ basics
socialmediatoolkit.aspx
58. Summary: 6 essential steps for social media
Measure, evaluate, iterate
Develop quality relationships over quantity
Establish the right mix of social channels
Create a timed content and engagement strategy
Get social elements on your site right â content, sharing
etc
Research â audience use of social media & competitor
analysis
59. Thanks.
Download my presentation
here:
slideshare.net/michellegoo
dall
Michelle Goodall
Online communications and
social media consultant/trainer
Twitter: @greenwellys
Blog: http://michellegoodall.posterous.com/