1. Using Search Engine
Optimisation and Social Media to
increase your Google ranking
Andrea McFarlane Write Marketing
Alex Atkinson CALAD media

2. What is Search Engine Optimisation?
Definition:
Search engine optimization (SEO) is the process of improving
the visibility of a website or a web page in a search engine’s
"natural" or un-paid (“organic") search results.
In general, the higher ranked on the search results page, and
more frequently a site appears in the search results list, the
more visitors it will receive from the search engine's users.
Source:http://en.wikipedia.org/wiki/Search_engine_optimization

3. The use of “keywords”
• Core SEO relies on the choice of high
value, competitive “keywords”
• To maintain your position, you need to review
current trending keywords and apply them to
your website
• This is also relevant to your social media
activity to, there should be a connection

4. Go on then, Google your COMPANY name!
• What was your first
listing?
• How many entries
did you have?

5. What happens when your search has more
common “keywords”?
• What was your
first listing?
• How many entries
were there?
(562,000,000 to be exact)

6. What does a penguin have to do with
SEO and your site page ranking?
• Latest Google updates
implemented in April
2012
• Many websites saw
their page rankings
plummet as a result
• Social media can help
future proof your
business from further
updates

7. What is social media?
“Social media is Internet based media that facilitates
conversation. You probably think Facebook or Twitter and you’re
right. There are also social media sites geared towards specific
content like YouTube or Flickr or content curation sites like
Delicious and Blekko.
Most importantly though, social media does not have to be large
third party sites. Your blog, forums or feedback communities are
social media as well.”
Source: Sorbet Digital

8. How can social media help my SEO
efforts?
• Your social media (SM) activity will appear in search
results
• The wider the spread of your social media
activity, (Twitter/Facebook/LinkedIn/Google +/Blog, etc)
the greater impact this will have on your search engine
rankings
• The bigger the SM footprint, then potentially, the greater
the number of search results achieved through this
activity
• LinkedIn & blog activity can be keyword
tagged, generating even more listings within the search
engines

9. Content, content, content
• Make sure you know where you need to be
• Set your web content up to share
• Develop content you think your audience will
want to share – whatever the platform you
use
• Review what works and what doesn’t work -
what message/content is being engaged
with/shared/re-tweeted?
Great content WILL always be the key here…

10. Source:
Lee Odden,
TopRankBlog.com

11. What do I need to do now?
• Build a Social Media following to reduce
reliance on natural search traffic:
- start blogging! It provides the link between your social and
static sites
- include prominent social sharing buttons at both the top
and bottom of each blog post on your website
- add a direct appeal to your readers at the end of each blog
post
- use social media to brand yourself as an authority figure
within your industry

12. What do I need to do now?
• Encourage link building through your Social
Media activity
– Both Google and Bing confirmed recently that they
track publicly shared links on Facebook and Twitter
– Link your accounts together, blog posts to update
Facebook/Twitter etc to increase the reach of your
activity
– Schedule your post activity to share at differing times
across platforms using the many different tools
available (Hootsuite, Buffer, Sproutsocial etc)

13. Your ranking vs your activity
• Know where your website stands now
• Track the success of your activity:
– Google analytics
– Keep checking your Google ranking
– Review the impact of your activity
– Don’t be afraid to stop activity if it isn’t working

14. Social Media + SEO = Traffic = £££’s
The effects of your SM activity are not always
immediate.
Planning, patience and review can give you the
following end results:
– Build engaged communities that come to trust you
and the content you share
– Over time, you can begin to promote your goods
and services to your community

15. Any questions?

16. For more information
Marketing Social Media
• Mobile marketing • Training
• Marketing planning • 1:1 coaching
• Campaign planning and • Account set-up
management • Marketing and content
• Copywriting planning
Contact:
Alex Atkinson E-mail: info@calad-media.co.uk Tel: 07742 192515
Andrea McFarlane E-mail: andrea@writemarketing.co.uk Tel: 07833 776611