This document discusses search engine optimization (SEO). It explains that SEO involves improving website aspects both internally and externally in order to generate traffic by connecting searchers to relevant pages. SEO requires skills in marketing, technical abilities, copywriting, and data analysis. The document outlines reasons to invest in SEO, such as people using search engines to find products and services and over 70% of web traffic coming from search engines. It also discusses factors that influence personalized search results and ways to influence search engine results through optimizing websites, social media, building communities, and encouraging customer reviews and engagement.

1. Search Engine Optimisation
SEO not only holds the key to the amount of
people who interact with your brand, it is also
the key to your reputation.
Knowing this, you have a deeper understanding
of the digital platform.

2. Social Search Master Class

3. What will we cover today?
 What is search engine optimisation (SEO)?
 Why should you invest in SEO?
 Reasons why you shouldn’t invest in SEO
 Understanding the SERPs
 Personalised and social search
 What can you do to influence search results?
 Creating a search strategy

4. What is search engine optimisation?
SEO is the activity of improving internal and external website aspects in order
to generate traffic by connecting searchers with relevant and valuable pages.
SEO is a multi-disciplinary activity that requires skills in:
 Marketing
 Technical
 Copy writing
 Analytical and analysis
 Patience : - )

5. History of Search Engine Optimisation

6. Why should you invest?

7. Why should you invest in SEO?
 People don't remember URL’s
 People use search engines to find/ research
products and services
 Over 70% of web traffic comes from search engines
 People trust organic search results
 Affects Adwords campaigns cost

8. Access Everywhere
 Desktops
 Laptops
 Tablets
 Mobile Phones

9. 5 Reasons you shouldn’t do SEO

10. Reasons you shouldn't do SEO
 Long-term commitment
 Resources
 Not prepared to change
 Poor infrastructure or UX
 Don’t understand the fundamentals

11. SEO “Snake Oil” agencies

12. First impressions of the SERPS

14. Personalisation

17. What influences personalised search?
•

18. Over 57 signals
 Your location
 Your search history & click- through rate
 What kind device you are on
 What kind of browser you are using
 Your connection speed
 Etc ..

19. Personalised meets Social

20. Google+ “Search your world”
 Localised search results
 Personalisation search results
 Social search results

21. Search for “Camera”

22. Showing personal results

23. YouTube

24. Google Images

25. Maps & Places

26. Advertising

27. Search & social should never be
orphan strategies

28. What can you do to influence search
results?
 Optimise website and social media assets
 Create unique and valuable content regularly
 Integrate your SEO + social media activity
 Build a community around your brand
 Encourage customers review, Share, Like, +1
 Enhance your websites UX & Code
 Create a dedicated mobile website

29. Wait, what about SEO?
 PageRank  Meta keywords/ desc.
 Anchor copy  Body copy
 Inbound Links  Internal link copy
 Urls  Image alt tags
 Page titles  Asset properties
 Headings  Copy (promotion,
 Sitemaps proximity, copy)
 Accessibility

30. Strategy
Short Term: Content Strategy
Medium Term: SEO & Social Strategy
Long term: Community management

31. Questions ?