SEO on a Budget - Search London - July 30 2014
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Jo Turnbull demonstrates how to implement SEO on a budget using three examples. Find out how you can achieve results with SEO, even on a small budget.
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SEO on a Budget - Search London - July 30 2014
- 1. How to Implement SEO on a Budget #SearchLondon Presenter Jo Turnbull July 2014@SEOJoBlogs
- 2. @SEOJoBlogs Who is SEO Jo Blogs? • Jo Turnbull started in SEO while working for a mobile tech company • Moved agency side 2009 • Organiser of Search London since October 2010 • Editor and Events Organiser for State of Digital since June 2012 • Freelance online marketing consultant, helping small and medium sized businesses with their marketing since 2010
- 3. @SEOJoBlogs How Can I do SEO on a Budget? #SearchLondon
- 4. @SEOJoBlogs SEO Budget • £0 but lots of time • £0 - £2,500 • £20,000 – £30,000 #SearchLondon
- 5. @SEOJoBlogs SEO With No Budget #SearchLondon
- 6. @SEOJoBlogs 1) Brilliant Basics Are Still Important #SearchLondon
- 7. @SEOJoBlogs • Ben Holbrook wrote a post about his favourite things to do in Barcelona • He then scheduled tweets to promote it every day for a couple of weeks • He added the #lp (Lonely Planet) hashtag when tweeting • Lonely Planet then retweeted the post to their 1M+ followers • 10,000+ unique visitors to Driftwood Journals, 33 re-tweets and 128 “favourites”. No Finance = Use Social Media #SearchLondon
- 10. @SEOJoBlogs That Post is Still Driving Traffic #SearchLondon
- 11. @SEOJoBlogs 2. Maximise Offline Photo from being30.com #SearchLondon
- 12. @SEOJoBlogs “Search London” Grew • Networking group for those in search • Jan 2012 – 592 members • 5 meetups 2012 • January 2013 – 1100 members • Increase 86% • June 2014 – 1315 members • Meetup.com/Search-London continues to grow Photo from being30.com #SearchLondon
- 13. @SEOJoBlogs How Did Search London Grow? • Strong domain - www.meetup.com • Good speakers – don’t be afraid to ask • Catchy titles each presentation • Guest posts • Interact with others at the event • Email members • Tweet before, during and after • Central venue Photo from being30.com #SearchLondon
- 14. @SEOJoBlogs 3. Integrate Off and Online #SearchLondon
- 15. Tweets Matter
- 17. @SEOJoBlogs • Jo Turnbull attended a Search Conference the week before Search London took place • Jo spoke to many search professionals at the conference and let them know about “SEO at the Heart of Google” • She wrote a post on her blog – SEOJoBlogs about Search London taking place at the Google Campus • She published the post, tweeted it and shared with others • Sharing is caring – other people retweeted it and there were 650 visits to SEO Jo Blogs in one day No Finance = Use Your Networks #SearchLondon
- 18. @SEOJoBlogs#SearchLondon 4. Use Facebook – It works !
- 19. @SEOJoBlogs Use Different Headings for Facebook • Include a teaser text • Attract attention of the readers • Include an image #SearchLondon
- 20. @SEOJoBlogs Results • Ben “liked” the Facebook pages of each place mentioned in the post • Emailed places he had written about, suggesting shares • Ben also contacted the Madrid tourist board • 2.1k Facebook likes • 100 tweets • Almost 4,000 unique page views within a week #SearchLondon
- 22. @SEOJoBlogs SEO £0 to £2,500 #SearchLondon
- 23. @SEOJoBlogs Be Creative • Don’t Forget about Offline • Melville Jewellers moved to a new location in Perth, Australia • Opportunity to attract new visitors • Official launch party of Jewellery Store • Off site promotion in newspapers • 4 adverts in lead up to the event • Flyers distributed in store and local surf club #SearchLondon
- 24. @SEOJoBlogs Integrate SEO with Traditional Media • Newspapers still work • Compliment Relationships • Networking + SEO • SEO + PR = Great Results • Long lasting effect Photo from being30.com #SearchLondon
- 26. @SEOJoBlogs Be Active in the Promotion #SearchLondon
- 28. @SEOJoBlogs Sell the USP • Leaflets, advertisement in local paper • Emphasised the “local” and “well established” jewellery store • Offered Incentives eg $500 Pearl Necklace to be won • Customers would win from a prize draw • Opportunity to collect customer details • Cost = $2,250 AUD promotion (plus cost of wine on the day) #SearchLondon
- 29. @SEOJoBlogs Do something different – for your clients • Loyal customer of 13 years wins star prize • $500 pearl necklace • Further 10 prizes won • Happy customers at Melville Jewellers #SearchLondon
- 30. @SEOJoBlogs Long Term #SearchLondon • Doubled Turnover on the Day • Increase in sales MoM 20% when industry sales dropped • SEO is important part of marketing plan • The following year, no SEO and sales dropped
- 31. @SEOJoBlogs SEO For £20,000 - £30,000 #SearchLondon
- 32. @SEOJoBlogs Sponsorship • A financial services company sponsored a sporting event in a capital city • The aim was to increase brand awareness and traffic Photo from being30.com #SearchLondon
- 33. @SEOJoBlogs Worked with Marketing Dept and Bloggers • Education with Marketing Department • Encompassed the Sponsorship within the Content Marketing Plan • Content Written in the lead up to the event • Blogger outreach with The Remarkables • Arranged for 2 bloggers to write up and take part in run • Post run content • Activation on the day – Fruit Stand and Chillout Zone #SearchLondon
- 34. @SEOJoBlogs Impact on Traffic and Social Media • Organic traffic: Up 100% • Direct: Up 41% • Referral: Up 9% • 22% Increase in Conversions • 463% Increase in blog traffic referrals • 1,723 new Facebook fans gained on non-paid digital efforts alone • 5% increase in Twitter followers in one month • 46% growth in FB likes #SearchLondon
- 35. @SEOJoBlogs SEO has a Positive Experience on Brand • 68% participants agreed about leaving with a more positive view of the brand • 50% participants more likely to buy from the company • 96% participants agreed the company was a great fit for a sponsor • 65% participants viewed the company as a genuine brand • 90% participants can’t wait for the next event #SearchLondon
- 36. @SEOJoBlogs There Will Always be a Cost to SEO Photo from being30.com #SearchLondon • Time • Money • What will you choose?
- 37. @SEOJoBlogs 1. Building Relationships Takes Time #SearchLondon
- 38. @SEOJoBlogs How To Maximise Time • Brainstorm ideas for content • Buzz monitoring tools – buzz numbers (free trial) • Topsy (what is trending) • Google Keyword Tool (yes still useful) • Google Instant Search – don’t click enter • Google Insights/Trends • Be prepared to address negative mentions on FB #SearchLondon
- 39. @SEOJoBlogs Create Content Users Want to Read Photo from being30.com #SearchLondon
- 40. @SEOJoBlogs A Picture Tells a Thousand Words Photo from driftwoodjournals.com #SearchLondon
- 41. @SEOJoBlogs Use the Tools to Maximise Exposure • Twitter • Networking • Creating good content • Facebook • Sponsorship • PR and newspapers #SearchLondon
- 42. @SEOJoBlogs 2. Don’t Be Afraid of the Finance Director Finance Director Photo from being30.com
- 43. @SEOJoBlogs Work with Your Agency Photo from being30.com #SearchLondon
- 44. @SEOJoBlogs Love What You Do Photo from being30.com #SearchLondon
- 45. @SEOJoBlogs Shout About Your Results Be Proud of Them and then Chillax (but not too long) Photo from being30.com
- 46. @SEOJoBlogs Share Great Content Get in Touch http://SEOJoBlogs.com Turnbull.Jo@gmail.com Ask Your Questions Through: https://www.sli.do/SearchLondon Photos from Being30.com and DriftwoodJournals.com Thank You Photo from being30.com
Hinweis der Redaktion
- http://www.driftwoodjournals.com/ceviche-peruvian-restaurant-soho-london-the-latin-way/
- A few weeks later I did a Google search for “best things to do in Barcelona”. Because I’d optimised my title for this key term, and because the Lonely Planet tweet had validated my post, it was ranking in position 3! Ever since, that one page has continued to bring in HUGE traffic. Most recently, in the month of May 2014 you can see that that one blog post was read 18,693 times!
- It is about off line and online integration
- Factor in SEO cost and allocate a % of budget towards SEO
- It is a partnership. I am not saying you are all going to be best friends, but you have to work together.
- Important to be believe in SEO and love it. If you do not, it will be hard to get buy in from your team.