This document contains the slides from a presentation by Jon Payne of Noisy Little Monkey on SEO and social media. The presentation covers how Google determines search relevance, the importance of links and authority, using social media to engage customers and generate leads. It emphasizes focusing content on things rather than keywords, listening to customers, and having strategies to deal with negative feedback on social media. The goal is to build brand awareness and trust through an integrated online presence to increase web traffic and long term Google rankings.

1. SEO & SOCIAL MEDIA
BEN Autumn Workshops 2012
Jon Payne, Noisy Little Monkey| Science City Bristol| 16th October 2012

2. consult
research
train
do
report

3. Who’d Trust A Monkey?
Over 80 businesses, charities and government bodies in Europe, North America & Africa

4. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

5. • Who are you?
• What product or service do you want to
promote online?
• What do you want to achieve this afternoon?
Introduce Yourself
If you can do this in under 60 seconds, that would be cool.

6. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

7. How do you know who to trust?
What are some of the common signifiers of
credibility and authority that you use every
day or are common in your area of business?
Discuss on your table, feedback in 10 minutes.
who do
you trust?

8. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

9. g
How does Google search work?
http://www.youtube.com/watch?v=BNHR6IQJGZs

10. g
Links?
The bits of a web page that, when clicked, will take you to another web page or fire off an event

11. g
Internal links
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

12. g
Outbound links
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b

13. YOU’VE PROBABLY HEARD THIS ONE
“The more links you have, the higher you will rank”

14. g
That’s bull!
http://www.flickr.com/people/oli/

15. g
Inbound links
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b

16. g
Reciprocal links
Beloved of ‘SEO’ companies.
Unless there is a ‘real world’ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b

17. Your
site
BBC
lots of links to it,
so it has lots of
authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy Link Farm
Loads of links to it,
but mainly
reciprocal and
quite a few
questionable links
g
Links pass authority
Cultivate links from trusted websites, they pass more authority

18. Your
site
BBC
Local blog
Business
partner
Local
press
Trade
magazine
Local Chamber of
Commerce
g
Links pass authority
A diverse, but relevant, set of linking websites is best

19. g
Don’t waste homepage links
Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys

20. g
Get inbound links to important pages
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b

21. g
I can’t get a link from Auntie Beeb
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

22. • Links essential to online journalism
• BBC strategy to double outbound links from
10m to 20m a month by 2013
g
http://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010
Au Contraire
Russell Smith
Editorial Development
BBC News Website
@Russell__Smith

23. g
Thanks, Russell!
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

24. • Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
g
http://www.google.co.uk/search?&q=trampolines
Keep it natural
Is this
reflected
on news
sites, social
media,
search
volumes?

25. GOOGLE READS ALL YOUR CONTENT
quality and relevance are key (again)

26. g
A site that is accessible makes the web a better place for everyone. This is a good thing.
How does Google determine relevance?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.

27. g
http://www.noisylittlemonkey.com/news/499/how-is-google-plus-changing-search-results/
How does Google determine relevance?

28. g
Don’t change your domain name to match a popular search without setting up 301 redirects first
Domain level indicators

29. g
If your website isn’t built like this, you need to get a new website. Seriously.
Search terms in the file path

30. g
This also shows on Google’s results page, so make it snappy, useful and attract the click!
Search terms in the Page Title

31. g
Make sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
Search terms in the Page Headline

32. g
Make sure your site is accessible for blind people – label all images
Search terms in the Alt Text

33. g
Use synonyms and keep it readable for humans. Don’t just stuff search terms in here
Search terms in the copy

34. g
View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source”
A Meta Description which ATTRACTS THE CLICK
Becomes this on Google

35. YOUR PAGE MATCHES A SEARCH
when it is good quality and highly relevant

37. g
I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

38. g
http://www.google.co.uk/trends
Maybe I can help?
This is more
reliable than
AdWords
data

39. g
Thanks, Google!
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

40. g
http://googleblog.blogspot.co.uk/2012/08/building-search-engine-of-future-one.html
Things. Not strings.

41. g
The band (their albums, tour dates, popular tracks), the team (their scores, the gossip), the animal
Things. Not strings.

42. g
Search Demand Curve courtesy of SEOmoz
Aim low(ish). Seriously.

43. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

44. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

45. Your potential customers will rely on
different sources of information or advice –
who, or what, do they trust?
And where are your potential evangelists?
Discuss on your table, feedback in 10 minutes.
who do
your
customers
trust?

46. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

47. Become A Lebeouf Brand
Be everyflippingwhere
BTW – when you’re in the room, you don’t need to read these bits…

48. Talk about brand loyalty
Turn Customers Into Beleibers

49. It’s So Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message

50. For Market
Intelligence
Learn what people are saying about your brand, your competitors
Respond accordingly

51. Authority
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google

52. More Web Traffic, More Leads, Less Money
Seriously. Investment in intelligent use of social media gives you long term return in terms of
visitors to your site and long term Google ranking

53. IT’S ALL ABOUT THE GRAPHS

54. Doing The Usual
Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn

55. Getting Imaginative
22% additional unique visits to the website

56. Short Term Campaign
User Generated Content (UGC), well seeded. Genuine interaction with audience.
Seeded with
influencers
online and
offline

57. It’s Bootsy, baby
Feel free to use YOUR FAVOURITE bass player when pitching

58. Keep The Audience Engaged
3 times the traffic

59. • A multi platform approach
– With success on one platform, feeding success on other
channels and platforms
• Engagement with existing customers for brand
loyalty
• The platforms help your message become ‘viral’
• Listen, engage, improve perception of your brand
• Builds the social authority of your brand
• Like good PR, the ROI is often better than ads
• With brand awareness, you’re fishing in a better
pool of potential
Summary
It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.

60. Who are the passionate ones?
These will share your content and brand messages. They may not actually be
the people who buy the most, but they’re noisy and have influence over…

61. The silent web visitor… These will visit your site, convert to leads, but are less likely to share
… sometimes members of the press

62. Not always quite as good as the real thing, but often surprisingly good
Which will give you easy, free PR

63. • What do we want from social media?
• Who are your audience?
• What do my audience want?
• Who do they trust?
– How can we get them to share our content?
• What does that mean for my writing style?
– (edgy, chatty, professional, informal?)
• From a brand perspective how do we work it?
• Who is empowered to do this?
• How do we deal with negative comments?
Style Guide Kick Off
Get the brand guardians, free thinkers and social junkies in on the chat
Take AT LEAST half a day to discuss it

64. If you’re really stuck
Is there a common enemy?

65. • Be prepared for negative feedback
– It’s rare, but it’s best to plan
• Our rules:
– If it’s valid and fixing it is what you’d normally do, fix it. NOW.
• This might mean buying flowers
• You will need to empower your team members
– If it’s incorrect, inaccurate or misleading then engage with the
feedback and gently correct the wrong stuff
– If it’s likely to escalate – get it off social onto email
– If it’s abusive – ignore it. DON’T FEED THE TROLLS
Make everyone involved aware and responsible
Negative Comments

66. intro
who do
you trust?
google
authority
credibility
who do
your
customers
trust?
where
social
media fits

67. Image Credits
@MrJonPayne
http://gplus.to/JonPayne
Murdoch – http://articles.businessinsider.com everyman / girl on PC -
http://www.flickr.com/photos/topgold/
Logos – Courtesy their respective owners Fatburger - http://helnareneesh.hubpages.com
dumb questions -
http://www.flickr.com/photos/36961634@N00/
Magic roundabout -
http://www.flickr.com/photos/zapthedingbat/
Fin – http://www.welcometohr.com Private sign - http://www.sharenator.com
Godfather – Paramout Pictures Success Kid -
http://www.flickr.com/photos/sammyjammy/
Easy Cheese -
http://www.flickr.com/photos/xiaming/
Rocky Horror Audience - http://themycenaean.org
Bored kids - http://www.flickr.com/photos/zen/ Scrooge – United Artists Cartman – Braniff Productions Switchboard Operator -
http://www.shutterstock.com
La Vache Qui Rit – Groupe Bel Justin fucking Beiber - http://jbieber.blogg.se Frank Leboeuf -
http://forgottenornot.tumblr.com/
Get the slides: www.noisylittlemonkey.com/BEN
Download the slides
www.noisylittlemonkey.com/BEN