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@googledave
WHO IS GOGLE’S CUSTOMER? (Screen
                shot Google followed by a big YOU




@googledave
WHY SHOULD IT BE EASY?




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




@googledave
GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER




                     OVER 360
                  UPDATES IN 2012!




@googledave
Google Keyword Tool
Google Places is now Google + Local

                     Optimise you Google Places Listing

                     1.   Fully complete your profile

                     2.   Include images and video

                     3.   Business contact details should be
                          uniform across the web

                     4.   Get reviews from customers and
                          directories: freeindex.co.uk,
                          yelp.co.uk etc
Google Adwords - PPC

                  Why use Google Adwords?

             1.    Target people who are already
                   searching for what you sell / offer

             2.    Only pay for it when they click into
                   your website

             2.    Spend as little or as much as you
                   want from £1 to £1000’s per day

             3.    Local, regional and global targeting;
                   control where your ad’s are seen

             4.    Track ROI metrics – see the profit it
                   can bring to you business
Google Adwords – Best Practice (some!)
SEO – 200 Factors Influence Your Rankings

•   Relevancy
    -   On page SEO - 20% of the effort
    -   Give users what they want
    -   Be useful, answer the question
• Recommendation
    -   Off page SEO – 50% of the effort
    -   Will people vote for you with inbound links?
    -   Social influence & proof
• Experience
    -   30% of the effort
    -   What do user think of your pages?
    -   How do you compare to your competition?
SEO and Over Optimisation
•   Focus on your users
     -   How often do you look at Google Analytics?
     -   Reduce clutter and frictions?
•   Make what you say, make sense
     -   Read you content out loud – does it make sense
     -   Don’t keyword stuff in your paragraphs
     -   Make it unique and useful – don't duplicate!
•   Freshness of content – when did you last change yours?
     -   Evolves, make it purposeful, hot topics etc
•   Don't make me wait; improve page load times
•   Check your page titles - don't spam them
•   Off page SEO – link building
     -   Google summons – Webmaster tools
     -   Diverse keywords, build brand, location targets
     -   Embrace social media, Google +
SEO – Best Practice (some!)
@googledave
SEARCH, SOCIAL AND CONTENT MARKETING




@googledave
LEES MAIN WEBSITE (OLD & NEW)




@googledave
SOCIAL MEDIA ASSETS & CONTENT
SOCIAL MEDIA ASSETS & CONTENT
SOCIAL MEDIA ASSETS & CONTENT
LEES SOLICITORS BIKE CLAIMS




         POSITION 1
      INSIDE 3 MONTHS!
Social Media Strategy
GOOGLE PLUS IS SOCIAL & INFLUENCES SEO




@googledave
Search, Plus Your World – Fed by Google +
GOOGLE PLUS WHY YOU MUST USE IT

                          Get your content read and ranking faster
                          • Faster indexing of your content
                          • Extended circles, means you influence
                            your followers and theirs

                          Authorship Tag = Identity
                          • Have you set yours up?

                          AuthorRank is coming!
                          • How authoritive are you?
                          • Share-ability of author content
                          • Number of people in your circles and
                            how many you are in
                          • Engagement levels of your content
                          • Be prepared




@googledave
AUTHORSHIP IN PRACTICE




@googledave
FUTURE PROOFING YOUR SEARCH ACTIVITY




@googledave
Google Analytics

             Google Analytics Best Practice

             1.    Focus on actionable metrics

             2.    Set up conversion goals & tracking

             3.    Look at your top 10 landing pages
                   bounce rates

             4.    Look at your keyword conversion
                   rates (and bounce rates)

             5.    What's your mobile traffic doing?
Conversion Rate Optimisation (CRO)
DON’T GIVE IN TO THE DARKSIDE!




    Be a Mogwai, not a gremlin (IMAGE)
    • Black hat, white hat
    • Make like a hedgehog not a fox (Jim Collins – Good to great)
    • ‘high quality’
    • Opportunities to improve low occupancy periods




@googledave
Google Workshop - OWL Business Focus
Google Workshop - OWL Business Focus
Google Workshop - OWL Business Focus

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Google Workshop - OWL Business Focus

  • 2.
  • 3.
  • 4. WHO IS GOGLE’S CUSTOMER? (Screen shot Google followed by a big YOU @googledave
  • 5. WHY SHOULD IT BE EASY? @googledave
  • 6. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 7. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 8. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 9. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 10. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 11. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 12. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER @googledave
  • 13. GOOGLE EVOLUTION IT ISNT GETTING ANY EASIER OVER 360 UPDATES IN 2012! @googledave
  • 14.
  • 15.
  • 17. Google Places is now Google + Local Optimise you Google Places Listing 1. Fully complete your profile 2. Include images and video 3. Business contact details should be uniform across the web 4. Get reviews from customers and directories: freeindex.co.uk, yelp.co.uk etc
  • 18. Google Adwords - PPC Why use Google Adwords? 1. Target people who are already searching for what you sell / offer 2. Only pay for it when they click into your website 2. Spend as little or as much as you want from £1 to £1000’s per day 3. Local, regional and global targeting; control where your ad’s are seen 4. Track ROI metrics – see the profit it can bring to you business
  • 19. Google Adwords – Best Practice (some!)
  • 20. SEO – 200 Factors Influence Your Rankings • Relevancy - On page SEO - 20% of the effort - Give users what they want - Be useful, answer the question • Recommendation - Off page SEO – 50% of the effort - Will people vote for you with inbound links? - Social influence & proof • Experience - 30% of the effort - What do user think of your pages? - How do you compare to your competition?
  • 21. SEO and Over Optimisation • Focus on your users - How often do you look at Google Analytics? - Reduce clutter and frictions? • Make what you say, make sense - Read you content out loud – does it make sense - Don’t keyword stuff in your paragraphs - Make it unique and useful – don't duplicate! • Freshness of content – when did you last change yours? - Evolves, make it purposeful, hot topics etc • Don't make me wait; improve page load times • Check your page titles - don't spam them • Off page SEO – link building - Google summons – Webmaster tools - Diverse keywords, build brand, location targets - Embrace social media, Google +
  • 22.
  • 23.
  • 24.
  • 25. SEO – Best Practice (some!)
  • 27. SEARCH, SOCIAL AND CONTENT MARKETING @googledave
  • 28.
  • 29. LEES MAIN WEBSITE (OLD & NEW) @googledave
  • 30. SOCIAL MEDIA ASSETS & CONTENT
  • 31. SOCIAL MEDIA ASSETS & CONTENT
  • 32. SOCIAL MEDIA ASSETS & CONTENT
  • 33. LEES SOLICITORS BIKE CLAIMS POSITION 1 INSIDE 3 MONTHS!
  • 35. GOOGLE PLUS IS SOCIAL & INFLUENCES SEO @googledave
  • 36. Search, Plus Your World – Fed by Google +
  • 37. GOOGLE PLUS WHY YOU MUST USE IT Get your content read and ranking faster • Faster indexing of your content • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive are you? • Share-ability of author content • Number of people in your circles and how many you are in • Engagement levels of your content • Be prepared @googledave
  • 39. FUTURE PROOFING YOUR SEARCH ACTIVITY @googledave
  • 40. Google Analytics Google Analytics Best Practice 1. Focus on actionable metrics 2. Set up conversion goals & tracking 3. Look at your top 10 landing pages bounce rates 4. Look at your keyword conversion rates (and bounce rates) 5. What's your mobile traffic doing?
  • 42.
  • 43. DON’T GIVE IN TO THE DARKSIDE! Be a Mogwai, not a gremlin (IMAGE) • Black hat, white hat • Make like a hedgehog not a fox (Jim Collins – Good to great) • ‘high quality’ • Opportunities to improve low occupancy periods @googledave

Hinweis der Redaktion

  1. SummariseUnderstand & explainReporting and insightExplain flow of what i’mgogin to talk about.....
  2. Tell story3bn per day18% Searches never been done beforeLike any other business – want to improve their service and experience to you, it’s customer – a continual evolutionTaking steps every day to improve what they do Keep it’s customers, protect and grow their businessLocal search,Advertising…. Make it smarter and more intelligent
  3. Huge value in position one on the high street? Tesco analogy – Tesco invest huge amounts / land, align shops around central to cityThe Google as the highstreetIf you or your clients want to benefit – why should it be easy – no business has a divine rightIf you owned a shop on the high street, you’d fight and work hard to promote what you do Same online
  4. Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
  5. Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
  6. Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
  7. Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
  8. Over the years we’ve had various updates1996 – on page factors1998 – Off page factors - vertical factors2010 – social factors2011 – Experience factorsWe’ve got geo locations targetingPersonalization of searchBlocking sites+1 sites
  9. Google is investing in thisLocal places (Google Maps) is now Google+ Local