Digital Marketing For Architects

©Noisy Little Monkey | 2017
March 2017

5
5
This guy
M | 47 | 5’8” | Pices
Name: Jon Payne
Twitter: @MrJonPayne
• 1st Website: 1997
• 1st Agency: 1999
• SEO specialist since 2001
• Inbound specialist since 2006
• Mastermind subject: Brutalist
architecture of Portsmouth

Agenda
Training Overview
1
2
Strategy
Search Engine Optimisation

3
4
Local & Mobile
BREAK
5Social

6
7
Producing Better Content
Measuring Success
8Q&A

9
bit.ly/nlmpersona
bit.ly/MonkeyGlossary

11
ATTRACT CONVERT CLOSE DELIGHT
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring
PromotersCustomersLeadsVisitorsStrangers
Create Awareness Generate Demand Drive Conversion Inspire EvangelismObjective:

13
A Time And A Place
ON PAGE SEO
BOF
MOF
TOF
Awareness
Generic searches
Experiencing a problem, issue or need.
Prospect is trying to define the problem.
“Sales/conversions are down, why?”
Consideration
Problem has been diagnosed.
Prospect is learning and researching possible fixes.
“Site traffic is down, how do I get more visits? ^ Rankings or
social engagement?”
Decision
Specific searches
Solution found, weighing up options and offerings.
“Average Social Media Management Costs UK, SEO
Agencies near me”

How Does Google Work?15
An oldie, but goodie

16
Guiding principles
What Google Wants?
Google wants to:
• Serve the best result for the query
• What is the intent behind this search query?
• What is the best resource for visitors with this kind of intent?
• Of these; which sites do people historically seem to click on?
• Of these; which sites are talked about a lot on the rest of the
internet?
• Does the resource display properly on the visitors device?
• Is the resource geographically relevant?
• Is the resource trustworthy?
• Is the resource compromised with a virus?

17
Google used to look like this…
What you want - Position #1?

18
Understanding the relationships between things
Google Wants To Be A Knowledge Engine

20
Massively simplified for this audience. Soz.
3 Pillars Of SEO
• On Page Content
• Signals to Google what your site is about.
• Technical Excellence
• Giving Google and humans a good experience signals to Google that your site is a
useful resource.
• Off Site Signals
• The authority and relevance of the sites that link to yours signal to Google how high up
the results your site should be positioned.
• Social signals also help but for a much shorter period.

22
Speed
Technical SEO
TTFB = Time To First Byte
• This is a ‘ranking factor’
• We believe it should be around
0.3s
Full Page Load
• This is NOT a ranking factor
(some developers delight in
explaining this)
• HOWEVER it is closely linked
with user experience and
conversion rate.
https://moz.com/blog/improving-
search-rank-by-optimizing-your-time-
to-first-byte

23
Speed
Technical SEO
Tools for measuring speed:
• webpagetest.org
• pingdom.com
• gtmetrix.com
• developers.google.com/speed/pagespeed/insights/

24
Technical SEO – Good Speed

25
Technical SEO – Poor Speed

26
Speed
Technical SEO – Google Page Speed Insights

27
Get geeky
Google will help you DIY
• Search Console verified
and set up
• Geographic targets
set up
• Sitemaps submitted
• Crawl errors and
warnings heeded

29
Search Console
Technical SEO
• Search console will also report on crawl issues

30
Duplicate content
TECHNICAL SEO

34
Error Handling
WIDER READING
• Getting your website into “best practice” shape can be complicated.
• Google knows that not everyone is a computer whizz. That’s fine. Trying to
grapple with this may not be a solid ROI.
• However, if you want to learn more, here are some starting points:
• https://moz.com/blog/technical-site-audit-for-2015
• https://moz.com/blog/seo-cheat-sheet
• https://www.distilled.net/resources/technical-audit-checklist-for-human-beings/
• https://yoast.com/wordpress/plugins/seo/ (Free version)

35
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

37
How does Google
determine relevance?
ON PAGE SEO

38
How does Google
ON PAGE SEO
• URL
• Domain

39
How does Google
ON PAGE SEO
• URL
• Domain
• Slug

40
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title

41
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1

42
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text

43
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• The actual content

44
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• “Meta description”

45
How does Google
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• “Meta description”

46
Relics that no longer matter
ON PAGE SEO
• “Meta keywords”
• “Meta tags”
• “Keyword Density”

47
More than just a Keyword Match
ON PAGE SEO
Implicit search signals (context) are also taken into account
• Location
• Device
• Search history

48
Getting the Terminology Right
ON PAGE SEO
• Use the language your customers will be using
• Don’t use the language your office uses internally
• The language your customers use will be the language they will be searching with
• How can you be sure which terms your customers use the most?

49
ON PAGE SEO

50
ON PAGE SEO

53
More Is Not (Always) Better
ON PAGE SEO
Volume
Intent Competition

54
Getting in front of Marketing Manager Michael
ON PAGE SEO – Identifying Keywords

55
Intent
ON PAGE SEO
BOF
MOF
TOF
Awareness
Generic searches
Consideration
Decision
Specific searches
Agency’s near me”

56
Trust Signals
ON PAGE SEO
• It is important to Search Engines that they serve quality results
• They have refined their algorithms to validate against spam and malicious websites
• Does the website have a real address?
• Real phone number?
• Listed elsewhere online?
• Reviews?
• Entry on Companies House?
• Authored by real people with real social profiles?

57
Schema
ON PAGE SEO
• Schema is a type of markup that can be incorporated into
your website’s html code.
• It is also known as “structured data” because it allows you
to specify what different pieces of text represent on the
page – saving the search engines from having to guess.
• This is a phone number
• This is our address
• This is our opening times
• This is a product name

58
Schema
ON PAGE SEO
• Schema isn’t something that is ‘standard’ at the moment
• It can sometimes be tricky to implement
• We highly encourage you to use it if you can, as search engines are actively
embracing this kind of technology
• Send your geek here: https://schema.org/docs/gs.html

59
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

61
Links & Citations
OFF-SITE SEO
www.site1.com
bbc.co.uk
www.site2.com
auntmaviscookeryblog.co.uk
• Suppose you have two website identical in every way. How do you rank one above
the other?

62
Why Have I Heard So Much Bad Stuff About Links?
OFF-SITE SEO
Google
measures
signal
Businesses
spoof signal for
profit
Google evolves

63
Why Have I Heard So Much Bad Stuff About Links?
Domain Authority

64
Links & Citations
OFF-SITE SEO
www.site1.com
bbc.co.uk
www.site2.com
• Quality > Quantity

65
Links & Citations
OFF-SITE SEO
www.recipes.com/best-roasts
bbc.co.uk/news/politics/e
www.recipes.com/best-roasts
• Relevance

66
mysite.co.uk
Links & Citations
OFF-SITE SEO
• A diverse, relevant and growing set of linking websites is best
BBC
Local
blog
Business
partner
Local
press
Trade
magazine
Local Chamber of
Commerce
Business
partner

67
Competitor Analysis Tools
OFF-SITE SEO
• https://Majestic.com
• Look at your own inbound linking metrics
• Look at your competitors and get an idea of the scales we’re dealing with
• https://www.semrush.com
• et some indication of what terms you and/or your competitors rank well for and who
the competition is based on those terms.

68
How Do I Acquire Links?
OFF-SITE SEO
This is the big question.
• We have enviable link acquisition, which we achieve through:
• Attending lots of industry events
• We run our own events – trying to do all of the things we like about other
events and none of the things we hate.
• Speaking engagements at industry events
• Training sessions (sometimes for free) for colleges and government schemes.
• Writing lots of blog posts about topics we find people struggling with
• Sharing those blogs around the social networks we maintain
• Relevant trusted directories

69
OFF-SITE SEO

70
OFF-SITE SEO
• Links are not the explicit goal of these activities – that would leave us often frustrated and
disappointed
• Links are the natural consequence of being a pro-active and visible presence in your industry.
• Good marketing combined with knowledge about search allows you to avoid missing
opportunities.

71
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

• You’re in town looking for a business/service
You need a haircut
You need a solicitor
You need to buy a custom birthday cake
You need your wisdom teeth removing
• What signals are most important to you when making decisions IRL?
• What would put you off?
So what, so what's the scenario

• Local search pertains to 2014s pigeon algorithm
• By local we mean searches with a proximity or
geographic intent e.g. “Digital Marketing Agency
Bristol” or “Solicitor near me”
• Not just a case of appearing well in traditional search
but in the local *snack pack (powered by Google My
Business + Google Maps)
• In order to rank well in local search we need to make
sure we’re sending the right signals and information
to search engines
75
October 22nd 2014
LOCAL LOWDOWN
October 22nd 2014
PIGEON UPDATE
*LOCAL SNACK PACK /3 PACK

• In order to appear in the local 3 pack you need a
verified Google My Business (formally known as
Google Plus Local) profile
• This profile needs to be well optimised with
consistent NAPOLP, images, social links and
descriptions
• Choose your primary business category carefully
• Have a local phone number (no call tracking or
0800)
• No virtual offices or PO boxes
• No location in GMB profile title
e.g. Noisy Little Monkey Bristol
76
GOOGLE MY BUSINESS

77
NAPOLP
stands for
Name
Address
Phone Number
Opening Hours
Logo
Profiles (Social)
And is the most common
form of citation of your
business on the web.
Your NAPOLP/citations
need to be
identical/consistent
across the web as well as
up to date

78
ON-SITE LOCAL
• Include City/SA in URL
• Include City/SA in Title Tag
• Include City/SA in H1
• Include City/SA in Alt Text
• Include City/SA in Content & Copy
• Include City/SA in Meta Desc.
• NAP(OLP)
• GMB Map (NOT A CUSTOM ONE!)
• SCHEMA

LOCAL LINKAGE
A strong backlink profile in order to perform well in
local search
Low hanging local links – bloggers, local
publications, local trade bodies – are extremely
valuable for local SEO and are relatively easy to
acquire

LOCAL CONTENT
Craft and curate content with a
local bent.
.

ENCOURAGE GMB REVIEWS
BrightLocal Consumer Review Survey
• 92% of consumers read online reviews
• 40% of consumers form an opinion after reading 1-3
reviews
• Star rating is #1 factor used by customers to judge a
business
• 68% say positive reviews make them trust a local
business more
• Only 13% of consumers consider using a business
with 1-3 star reviews
https://www.brightlocal.com/learn/local-consumer-review-survey/
Which
business
do you
trust?
Genuine
reviews from
real people.
You can’t fake
good reviews

85
Mobile
Technical SEO
• Google doesn’t want to
serve mobile unfriendly
content to mobile users
• Even if your site actually
IS mobile friendly, you
should check that
Google agrees
• There are technical
issues which can occur
which may interfere with
this judgement.
https://www.google.co.uk/webmasters/tools/mobile-friendly/

88
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

92
Only simplified a bit
3 Pillars Of Social Media Marketing
• On Page Content
• Social that drives business needs to drive traffic to your site.
• The Right Channels
• If all your potential audience are using Twitter exclusively, then just because LinkedIn is
easy, it won’t win you any business
• Be Human
• Humans like pictures and video. Humans don’t want a hard sell when we’re chilling out.
Humans are tribal.

Any advice Mr Bartlett?93
A youngie, but goodie

Awareness Advocacy ConversionsTraffic
Why Use Social Media?

SMART Goals on Social Media
Goal Content Measure
Brand Awareness • Posts
• Promotions
• Blog Posts
• Outreach
• How many branded #
• @mentions
• Follower Growth
WebsiteTraffic • Giveaways
• Competitions
• Blog posts
• Google Analytics – link
clicks / time on site
Conversions • Discounts
• Giveaways
• Offers
• Product Promotion
• Conversions – purchases,
purchases, downloads
Advocacy • Outreach
• Blog Posts
• Referrals
• Customer Service
• How many branded #
• @mentions
• User Generated content
• Comments
20

Plan | Test | Execute | Refine
Deal With Negativity

• If it’s outright wrong – correct it, with humour ideally
• If you’ve made a mistake – accept it, apologise and fix it (maybe IRL!)
• If it’s opinion – ignore it
• If it’s threatening or abusive – block and/or report it
• Use names, be human:
“@MrJonPayne Oops – Sorry Jon, We’ve fixed that now. Thanks for pointing it out”
102
Crisis Management

107
Feeding Trolls…
• Requires empowerment of team
• Requires courage
• Requires humour
• Is better with understanding of memes / pop culture
• If Kittens, Kardashians and GIFs ain’t your thing, DON’T FEED THE TROLLS

Do you want to be yourself on social media or present a brand voice?

113
Use a clear profile photo
& cover photo
People will search for particular
keywords so make sure you’re
easy to find by including a good
twitter description and use a
relevant twitter handle.
When tweeting use a mix of RT,
Opinion led tweets and
comments
Use Twitter lists to curate
content to share
Your Twitter Profile

116
Use a good profile &
cover photo
Update your contact details
Link to your other profiles
LinkedIn Profile
Make sure your profile is up to
date
Connect to relevant people
Update your URL

119
Facebook
© Coletivo Mambembe

120
Why use Facebook?
Smart Insights

121
What Facebook likes
A perfect Facebook post:
• is a link
• is brief - 40 characters or fewer, if you
can swing it
• gets published at non-peak times
• follows other posts on a regular
schedule
• timely and newsworthy
via Buffer

124
King of Social Engagement?
Instagram delivers brands 58 times more engagement per follower than
Facebook and 120 times more engagement than Twitter.

128
How to plan for Instagram
• Look at what your competitors are doing
• Establish your Instagram goals – increase brand awareness? Traffic to your
website? Branded hashtag mentions?
• Establish how often you can post
• Consider linking with Facebook (for ads!)
• Think about a style or some consistent plan
• On Android or iOS the app “later” for Instagram allows you to schedule posts.
http://www.archdaily.com/793479/25-architecture-instagram-feeds-to-follow-now-part-
iv

130
Is your audience on Pinterest?

131
Inspire and be inspired by your clients

134
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

136
A Time And A Place
ON PAGE SEO
BOF
MOF
TOF
Awareness
Generic searches
Consideration
Decision
Specific searches
Agencies near me”

137
Content Strategy
On Page for Sharing & SEO
• When you have optimised your static content to your satisfaction, it is important to
continue to reinforce your status as a web resource.
• Identifying common questions and problems and producing content targeted at
resolving these issues.
• Have Personas and write with them in mind.
• Be respectful of where the problem sits in the ‘funnel’
• If people are just trying to learn more about a problem, educate them, don’t
push a product.
• Becoming “the Wikipedia” of your field is a good direction to aim in, even if you
ultimately full short.

138
Give me a business card and I’ll email you this
On Page for Sharing & SEO

141
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

142

143
Spot the
nerd

144

145

146

147
Blog
Search
Social
Forms
CTAs
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

149
It’s all marketing
visitor acquisition
visitor behaviour
visitor conversions

Getting visitors to your website . . .
151
Visitor Acquisition

Getting visitors to your website . . .
• How many?
• New or existing?
• Where did they come from?
• What were they looking for?
• What’s the strategy to get new ones?
152
Visitor Acquisition

What visitors do on the website . . .
153
Visitor Behaviour

What visitors do on the website . . .
• Bounces
• Page views
• Top content
• Returning visitors
154
Visitor Behaviour

The real measure of success . . .
• Absolutely dependant on your business
• Micro and macro goals
• Nudges towards the bigger picture
155
Visitor Conversions

Acquisition
Data collected from the referring source
• Organic search
• Paid search
• Social
• Direct
• Referral

Organic Search Google, Bing, Yahoo, Yandex, Badu, Seznam
Paid AdWords (NOT other forms of paid)
Social Visitors from Facebook, LinkedIn, Twitter, G+
Referral A link from another website
Direct The visitor has . . .
• typed your website address directly into the browser
• clicked a link to your website inside a PDF
• clicked the link to your website in your email
• clicked on a shortened URL
• has your site bookmarked
Can mean good offline marketing, or insufficient tagging
More definitions

Behaviour
Data collected from the website itself
• Which pages have been looked at
• Landing pages / exit page
• Additional event tracking

Conversions
Data collected from the website about conversion
metrics you have specified
• Goals
• Ecommerce
• Role of different channels in attaining those
outcomes

Great, great reports if you have the right data
• Goal by source/medium
Shows which sources of traffic are most likely to convert, fantastic to shape your investment
decisions
• Assisted Conversions
Shows how different sources of traffic contribute to the conversions, fantastic to help
understand the true value of different sources across the buyer’s decision making process
• Top Conversion Pathways
Visual representation of the buyer journey to conversion, fantastic to help understand how
people make decisions on your website

• What is the number one business objective of the company?
• How does the website fit into the overall business strategy?
• How do you attract new visitors to the website?
• What do you want visitors to do on the website?
• How do you know if the website is successful?
172
Defining the purpose of your website

• Business objective what we are trying to achieve
• Tactic an action to achieve the objective
• Website goal how the website fits with the tactic
• KPI how we will measure the goal
• Benchmark what’s usual in my industry
• Target what we are aiming for
173
Some definitions

174
BUSINESS OBJECTIVE
TACTICS
WEBSITE
GOALS
KPI
BENCH
MARK
TARGET

175
For Noisy Little Monkey
business
objective
to be a top search & social media agency
tactic demonstrate expertise through advice & training
website goal Give away advice, show our expertise, highlight
training events
KPIs page views of the blog
time on site
repeat visitors
social shares through Professor Traffic
target page views of the blog – 2,000 per month by Jan
2015

FOCUS
• What are YOU using your website to do?
• How will you know if its successful?
• What measures might help you?
• What else could you add to your overall digital marketing
activity that would help you to meet your objectives?
• How could you measure if this was successful?
176
Why is a measurement framework useful?

177
That delivering ≈ 200 slides in 2 hours is possible / impossible*
What have we learned?
• Inbound Marketing Strategy
• Basics of SEO
• Basics of Local & Mobile SEO
• Basics of Social Media Marketing
• Basics of Producing Better Content
• Basics of Measuring Success
We’ve also learned that you need to get your geek on, or pay for one:
Want to learn more? View these slides online, open Google in a new tab and
deep dive into slides marked:
*delete as appropriate

Hey I just met you & this is crazy…
CONTACT US!
0117 327 0171
Search: Noisy Little Monkey
@NoisyMonkey
@MrJonPayne

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