The slides from the talk I gave to some hot architects in a hot room on the hottest and longest day of 2017.

2. ©Noisy Little Monkey | 2017
RIBA @ Salisbury June 2017

3. Hey Hey
@MrJonPayne

4. Natasha
Creative Director
Nicola
Managing Director
Jon
Technical Director
Mr Dog
VP Farts EMEA
Lucy
Account Manager
Clare
Operations Manager
Claire
Events Manager
Ste
SEO Manager
Gertie
Digital Marketing Exec
James
Digital Marketing Exec
Holly
Digital Marketing Exec
Natalie
Digital Marketing Exec
Josh
Inbound Manager
@MrJonPayne

5. Last year’s creds
40 million website sessions
1 visit from the entire population of Canada
@MrJonPayne

6. 13 working lives of time spent on our sites
@MrJonPayne

7. If each successful outcome was only worth £1
@MrJonPayne

10. Agenda
Training Overview
1
2
Strategy
Search Engine Optimisation

11. 3
4
Local & Mobile
BREAK
5Social

12. 6
7
Producing Better Content
Measuring Success
8Q&A

13. InboundStrategy

14. 14
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:

15. 15
bit.ly/nlmpersona

16. 16
A Time And A Place
ON PAGE SEO
BOF
MO
F
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”

17. Search

18. How Does Google Work?18
An oldie, but goodie

19. 19
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?

20. 20
Google used to look like this…
What you want - Position #1?

21. 21
Understanding the relationships between things
Google Wants To Be A Knowledge Engine

22. THREE
PILLARS

23. 23
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.

24. TECHNICAL

25. 25
Speed
Technical SEO
TTFB =TimeTo 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

26. 26
Speed
Technical SEO
Tools for measuring speed:
• webpagetest.org
• pingdom.com
• gtmetrix.com
• developers.google.com/speed/pagespeed/insights/

27. 27
Technical SEO – Good Speed

28. 28
Technical SEO – Poor Speed

29. 29
Speed
Technical SEO – Google Page Speed Insights

30. 30
Get geeky
Google will help you DIY
• Search Console verified
and set up
• Geographic targets
set up
• Sitemaps submitted
• Crawl errors and
warnings heeded

31. 31

32. 32
Search Console
Technical SEO
• Search console will also report on crawl issues

33. 33
Duplicate content
TECHNICAL SEO

34. Sitemaps34
Submit
Sitemap.xml

35. XML Sitemaps35

36. XML Sitemaps36

37. 37
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)

38. 38
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:

39. ON-SITE SEO

40. 40
How does Google
determine relevance?
ON PAGE SEO

41. 41
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain

42. 42
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug

43. 43
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title

44. 44
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1

45. 45
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text

46. 46
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• The actual content

47. 47
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• The actual content
• “Meta description”

48. 48
How does Google
determine relevance?
ON PAGE SEO
• URL
• Domain
• Slug
• Page Title
• H1
• Image alt text
• The actual content
• “Meta description”

49. 49
Relics that no longer matter
ON PAGE SEO
• “Meta keywords”
• “Meta tags”
• “Keyword Density”

50. 50
More than just a Keyword Match
ON PAGE SEO
Implicit search signals (context) are also taken into account
• Location
• Device
• Search history

51. 51
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?

52. 52
Getting the Terminology Right
ON PAGE SEO

53. 53
Getting the Terminology Right
ON PAGE SEO

54. 54
bit.ly/nlmpersona

55. 55
Google Trends
ON PAGE SEO

56. 56
More Is Not (Always) Better
ON PAGE SEO
Volume
Intent Competition

57. 57
Getting in front of Marketing Manager Michael
ON PAGE SEO – Identifying Keywords

58. 58
Intent
ON PAGE SEO
BOF
MO
F
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 Agency’s
near me”

59. 59
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?

60. 60
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

61. 61
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.

62. 62
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:

63. OFF-SITE SEO

64. 64
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?

65. 65
Why Have I Heard So Much Bad Stuff About Links?
OFF-SITE SEO
Google measures
signal
Businesses spoof
signal for profitGoogle evolves

66. 66
Why Have I Heard So Much Bad Stuff About Links?
Domain Authority

67. 67
Links & Citations
OFF-SITE SEO
www.site1.com
bbc.co.uk
www.site2.com
auntmaviscookeryblog.co.uk
• Quality > Quantity

68. 68
Links & Citations
OFF-SITE SEO
www.recipes.com/best-roasts
bbc.co.uk/news/politics/e
www.recipes.com/best-roasts
auntmaviscookeryblog.co.uk
• Relevance

69. 69
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

70. 70
Competitor Analysis Tools
OFF-SITE SEO
• Majestic.com
• Look at your own inbound linking metrics
• Look at your competitors and get an idea of the scales we’re dealing with
• SEMRush.com
• Get some indication of what terms you and/or your competitors rank well for and who the competition is based on those terms.

71. 71
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

72. 72
How Do I Acquire Links?
OFF-SITE SEO

73. 73
How Do I Acquire Links?
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.

74. 74
GET IT ALL RIGHT

75. 75
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:

76. LO-MO

77. ©Noisy Little Monkey | 2016

78. • 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
78
October 22nd 2014
LOCAL LOWDOWN
October 22nd 2014
PIGEON UPDATE
*LOCAL SNACK PACK /3 PACK

79. • 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
79
GOOGLE MY BUSINESS

80. 80
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

81. 81
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

82. 82
ON-SITE LOCAL

83. 83
ON-SITE LOCAL

84. LOCAL BUSINESS SCHEMA

85. 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

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

87. 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

88. 88
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/

89. MOBILE89

90. 90
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:

91. BREAK

92. Social Media

93. THREE
PILLARS

94. 94
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 usingTwitter 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.

95. Any advice Mr Bartlett?95
A youngie, but goodie

96. Awareness Advocacy ConversionsTraffic
Why Use Social Media?

97. 97
Awareness

98. 98
Traffic

99. 99
Conversions

100. 100
Advocacy

101. 101
Advocacy

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

103. Plan | Test | Execute | Refine
Deal With Negativity

104. • 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”
104
Crisis Management

105. 105
Feeding Trolls…

106. 106
Feeding Trolls…

107. 107
Feeding Trolls…

108. 108
Feeding Trolls…

109. 109
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

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

111. 111
Twitter

113. 113

114. 114
Using Hootsuite

115. 115
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. 116
Analytics

117. 117
LinkedIn

118. 118
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. 119
Contribute to Groups

120. 120
Post to Pulse

121. 121
Facebook
© Coletivo Mambembe

122. 122
Why use Facebook?
Smart Insights

123. 123
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. 124
What Facebook likes

125. 125
Instagram

126. 126
King of Social Engagement?
Instagram delivers brands 58 times more engagement per follower than Facebook and 120 times more engagement than Twitter.

127. 127
Yes, you do belong

128. 128
Yes, you do belong

129. 129
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.

130. 130

131. 131
Pinterest

132. 132
Is your audience on Pinterest?

133. 133
Inspire and be inspired by your clients

134. 134

135. 135
Producing better content

136. 136
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:

137. 137
bit.ly/nlmpersona

138. 138
A Time And A Place
ON PAGE SEO
BOF
MO
F
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”

139. 139
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.

140. 140
Gimme a business card and I’ll email you this
On Page for Sharing & SEO

143. 143
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

144. 144
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

145. 145
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle
Spot the
nerd

146. 146
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

147. 147
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

148. 148
Share images in different ways on multiple platforms
Reuse, Repurpose, Recycle

149. Unlocking Potential Online

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