The Digital Landscape and what's next with Google Search, Online Advertising & Website Experience Ed Ryan | www.hallaminternet.com | ed.ryan@hallaminternet.com
Apprehensive? Don’t be.
Housekeeping Housekeeping • Please use your phones (on silent) • We’ve got time for loads of questions at the end • Please join in!
Bribery Contributions = Mystery prize
Perspective If you already know Try to think Interesting!
A little about me. Client side | Agency | SEO / PPC Wanted a black Lab GoldenDoodle Love Thai food esp. Zaap Also...I like lists of three
Agenda My agenda... Has changed...why? Susan Hallam said to me post lunch presentation is “ Dead man’s boots ” So: Make it Fast, furious and fun!
Agenda With that in mind I’ve chopped up my presentation a bit! To include: Tips to improve your digital marketing When I say “your” digital marketing. I mean “ YOUR OUR ” digital marketing...
Your marketing BHSF Kingston Unity Shepherds Friendly British Friendly Let’s Talk Ageing Silver Marketing Cirencester Friendly MetFriendly Sovereign Healthcare CS Healthcare National Friendly Tees Mutual Dentist’s Provident PG Mutual The Oddfellows Enginemen’s Red Rose Transport Friendly Foresters Friendly Assurance Union Data Healthy Investment RMML UIA Holloway Friendly Scottish Friendly WHA Healthcare Wiltshire Friendly Sheffield Mutual
Are you ready?
Digital Footprint To use digital to successfully ensure your company is present to the fullest extent
Hallam Internet A brand search will show how big your digital footprint is
Hallam Internet Brand Search ● Claim Google My Business Listing ● Add business images ● Competitor insights ● Detailed NAP information ● Review stars - feedback Why? ● Improve local SEO ● Increase online space ● Control your brand ● Get and respond to reviews
Foresters Friendly Brand Search ● Not claimed Google My Business ● Currently pulling info from Wikis
Transport Friendly Brand Search ● Not claimed Google My Business ● Pulling others photos
Regis Mutual Management Brand Search ● Google is requesting you to claim
Regis Mutual Management Brand Search ● Google is requesting you to claim
BHSF Brand Search ● Claimed Google My Business!! BUT ● Inconsistent NAP e.g. ○ Birmingham Hospital Saturday Fund ○ BHSF ○ BHSF Ltd ○ BHSF Limited ○ BHSF Employee Benefits Ltd ● Add professional photos ● Google Reviews - need work
Tool ol: Google review link Google Reviews E.g. BHSF Employee Benefits Ltd Step 1. Get your Google business ID Step 2. Copy your Google business ID Step 3. Place your business ID in this URL: https://search.google.com/local/writereview?placeid=<place_id> https://hallam.co/EdRyan Step 3b. Ask your best clients for feedback
Tool ol: Link shortener Google Reviews https://app.bitly.com Add your link to a URL shortener and add it into your emails e.g. https://hallam.co/EdRyan (Feel free to leave a review of me! BTW this auto populates 5 stars = good for reviews)
Digital footprint review ● Claim Google My Business Listing ● Stick to or update naming conventions “Ltd”, abbreviations etc ● Add professional photos ● Add NAP ● Start getting reviews!
SEO optimisation Making sure Google understands what your business is about
SEO Optimisation
SEO Optimisation
Organic Optimisation Algorithm = Each Website has Elements that are weighted by Google which Google use to represent relevancy to a user's search query SEO = The manipulation of that...
SEO Optimisation Example elements - Question : Top 3 elements? ● A link from a University or Financial Times ● Meta Title (what the page has been named) ● Page Title & subtitles (titles users can read) ● Keyword density (how many times a keyword pops up) ● Amount of copy ● Pictures and alt text ● Internal links (own links pointing to that page)
SEO Optimisation Question : Give me some keywords that describe what you do? E.g. ● Mutual Society ● Income Protection ● Health insurance plans For Hallam Internet an example would be “ Marketing Agency ”
Hallam Internet ● Title tags appropriate ● Meta description appropriate ● Site links appropriate ● Social presence pulled in
SEO Optimisation Enginemens ● Page Title = Brand ● No meta description
Tool ol: Moz Toolbar SEO Optimisation
SEO Optimisation British Friendly ● HTTPS - GREAT! ● Page Title = Welcome ● No meta description ● No H1’s or H2’s
SEO Optimisation Red Rose Assurance ● HTTPS - GREAT! ● Page Title = Welcome ● No meta description ● H1 = “Welcome” ● H2’s = navigation
SEO Optimisation Dentists Provident ● HTTPS - GREAT! ● Server in Germany ● Page Title = Brand ● No meta description ● H1 = No keyword ● H2’s = None
Answering Questions Tool : Answer The Public ● Understanding target market ● Content ideas https://answerthepublic.com/
Answering Questions Tool : Search Console ● Shows what Google sees ● Brill when launching a new website
Redesign Healthy Investments Tool : WayBack: https://web.archive.org/ ● Check 404’s and redirect
SEO review ● Research what keywords are important to you/your target market ● Fix your page elements ○ Page title ○ H1 ○ H2 ○ Meta description
PPC (Pay Per Click Advertising) Not there organically? Pay for exposure
PPC CS Healthcare ● Brand bidding ● Site links ● Great use of heading ● Great descriptions ● Keep on protecting your brand!
PPC CS Healthcare ● Expensive @ £41 CPC ● High competition levels
PPC CS Healthcare ● Homepage landing ● No mention of keyword in ad copy ● No ad extensions ● Appropriate time of day / day of week? ● Appropriate demographic? ● Appropriate geographic?
PPC - relevancy
Remarketing
Remarketing Vitality ● You’ve paid for the visit ● Remind them!
PPC Cost Vs Return Is £120 CPC Expensive?
Brand bidding Cirencester Friendly ● Protect your brand
PPC Review ● Expensive! Be a sniper not a shotgun ● Protect your brand - if you need to ● Get granular - keywords, ad copy & landing page ● Be big brother - remarketing - you’ve paid for the click ● Be sensible - demographic, time of day, day of week
Websites are your front door Welcome people and make it easy for them
Who should you listen to? Questi estion on: Market share? 88.01% 8.62% 2.59%
Web page speed Question : How many times have you used your laptop this morning? Wha hat t about ut your ur mobile? ile?
Tip: Google says optimise for Mobile First Indexing mobiles...
Google = Simon says ● Listen to Google ● User friendly Tip : Use the tools Google gives you ● Quick to load ● Relevant
Web page speed Tools : Page speed / Mobile Friendly Google Mobile test Google Page speed test https://developers.google.com/speed/pagespeed/insights/ https://search.google.com/test/mobile-friendly
Web page speed Hallam ● Mobile friendly ● Server response ● Optimise images https://search.google.com/test/mobile-friendly https://developers.google.com/speed/pagespeed/insights/
Web page speed Hallam Feedback ● Clear CTA ● Clear Reinforcers Work on ● Service clarity on mobile/desktop
Web page speed Transport Friendly ● Not mobile friendly ● Optimise images/JavaScript https://search.google.com/test/mobile-friendly https://developers.google.com/speed/pagespeed/insights/
Web page speed Transport Friendly Feedback ● Clear CTA Work on ● Dated design ● No Reinforcers ● Not mobile ● Confusing
Web page speed Oddfellows ● Mobile friendly ● Average for speed ● Optimisation opportunities https://search.google.com/test/mobile-friendly https://developers.google.com/speed/pagespeed/insights/
Web page speed Oddfellows Feedback ● Clear CTA (desktop) ● Clear Message Work on ● CTA (mobile) ● Service clarity on mobile/desktop
Web page speed WHA Healthcare ● Mobile friendly ● Optimisation opportunities https://search.google.com/test/mobile-friendly https://developers.google.com/speed/pagespeed/insights/
Web page speed WHA Healthcare Feedback ● Focus on CTA but.. Work on ● Less is more ● Less copy ● Less CTA / or use colours ● No reinforcers
Web page speed Holloway ● Star of the class! https://search.google.com/test/mobile-friendly https://developers.google.com/speed/pagespeed/insights/
Web page speed Holloway Feedback ● Clear CTA ● Snappy copy ● Mobile 1st ● Simple ● Reinforcers (below fold) Work on ● #SmashedIt ● Update GMB to new brand...
Time for some questions & Mystery Prizes
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