Ben Foster, Managing Director 2 A team of specialists The SEO - PowerPoint PPT Presentation

1 Ben Foster, Managing Director

2 A team of specialists The SEO Works is a multiple award-winning digital agency. We’re a friendly and experienced team of experts who have been helping businesses grow online for over 9 years. Working collaboratively, we deliver results by understanding your industry and aspirations and creating a strategy to reach your customers online.

3 We’re a top 10 UK Agency Credibility is key to starting a business relationship and it’s sometimes difficult to break through the noise. We believe the proof is in the pudding. We’ve been recognises as one of the best Search Marketing agencies not only in the UK, but Europe too.

4 We believe there is a fundamental tipping point coming in business. Media habits are changing. Attention is becoming dominated by digital channels. We will help you measure, understand, and maximise your online potential. Put simply – our mission is to help you get more exposure, leads and customers online.

5 We’ll create you a high -performing web platform, and get your target audience to convert on it Ethical organic search Paid search campaigns Social media campaigns Web and app design and engine optimisation across Google, Shopping, and real time bidding development and campaigns YouTube, & Gmail across display networks conversion optimisation

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7 We don’t just rely on long sit -down sessions at our keyboards to make purchases anymore. We reach for our devices and make informed decisions faster than ever before. http://www.kpcb.com/internet-trends

8 Time spent per day with digital media http://www.kpcb.com/internet-trends

9 20% YOY growth since 2010 on internet advertising http://www.kpcb.com/internet-trends

10 If you’re not online, you’re losing out http://www.kpcb.com/internet-trends

11 If you’re not online, you’re losing out £8BN in 2015 (51%) £10BN in 2016 (58%)

12 Shift to mobile is engendering new behaviours

13 New technologies and ways of interacting Swipe to buy Browseable storefront Tap to book Click to TXT

14 Everything starts with a Search 67% of the business buyers’ journey is 93% of internet users do now done digitally. The “consumerisation online research prior to of B2B marketing” is taking place. acquiring a product or service.

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16 Early on in the process, two thirds of people start online

17 Around 80% net use online sources as part of their research

18 Most planning activity are undecided on a brand

19 Majority use mobile phones and search engines to drive what they do

20 In any given month, over 100 million of YouTube's unique visitors are travellers.

21 In any given month, over 100 million of YouTube's unique visitors are travellers.

22 Breaking down the tourism journey • Micro-moments are when we act on a specific intent and expect an immediate answer. • They happen all the time and all along the consumer decision journey, and they map directly to the different stages. • If you're in the tourism industry, micro- moments are especially important because the process of taking any trip is packed with them.

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24 Breaking down the customer journey "What to do in peak district?" "Getting to Baslow" "Hotel in Tideswell" "Food near me" "Where is Buxton?" "How long from matlock to bakewell" "Book a barn in peak district" "Bars near me" "Walking in derbyshire" "Price of hotel in peak district" "Cheap B&B chesterfield" "Best restaurant chesterfield"

25 Liam, 30 - planning holiday, friends' wedding and and his own wedding

26 Amy, 26, Planning a trip to Disney World

27 Kendra, single mother of three, planning 2 business trips and a holiday destination

28 A micro moment researching and booking tickets

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30 Make sure your site is mobile-friendly https://search.google.com/test/mobile-friendly

31 Make sure your site is mobile-friendly

32 Run page speed insights and fix them https://developers.google.com/speed/pagespeed/insights/

33 Run page speed insights and fix them https://developers.google.com/speed/pagespeed/insights/

34 Google My Business is used heavily in local queries https://www.google.co.uk/intl/en/business • Creating a local profile will start to help get you found • There are ways to optimise it to try and appear for specific searches too • We won a search award for this - speak to us for more details

35 You can’t win if you’re not in the game Identify the micro-moments for travellers that fit your business, then commit to being there to • help when they happen. Look for yourself. Consider the most common searches performed by travellers in each • phase of their decision journey and identify which ones are most relevant to your business. Are you there for these searches on mobile, and do you like what you see? Check out the competition. Work with your team or agency to identify the searches you need • to be there for in each moment, and compare it to the competitor benchmark for your category. Are you happy with how you compare to the competition? Consider the right tools. Think about what platforms travellers are using to make decisions • including Organic Search, Paid Search, YouTube, Display Retargeting, TripAdvisor, and Hotel Ads. Pick those that fit your business.

36 You can’t win if you’re not in the game Awareness Consideration Purchase Loyalty • What are you looking to achieve? Each channel can assist in different goals. “How do I find more “How do I stand out in a busy “How do I drive sales and “How do I engage my existing customers?” market?” grow my business?” customers?” Search Display advertising Video advertising Gmail Google local / shopping Remarketing Listings

37 You can’t win if you’re not in the game Enabled Google Hotel ads during peak season. Hotel Ads performed at a significantly stronger conversion rate - twice that for normal traffic on mobile.

38 You can’t win if you’re not in the game https://adwords.google.com/intl/en_uk/home/tools/keyword-planner

39 Earn each person's consideration in each micro-moment they experience If you want to win the business of travellers, you'll need to do more than just show up. Be • relevant to the person's need in that moment. Connect them to the inspiration they're looking for and to the answers they want. Evaluate your content. When you look at the content you currently have, do you feel that • it speaks to travellers needs and answers their questions in key decision moments? Determine consumer needs. What is the traveller's need that you're solving? Are there • unmet needs that you can develop helpful content for? Account for consumer context. What situation are they in and how can you help? •

40 Earn each person's consideration in each micro-moment they experience

41 The challenge: Increase registrations and enquiries for the leading UK manufacturer’s organisation bristol conference centre to in organic goal completions environmental training The Manufacturer's Organisation (EEF) is the goal completions per annum generated from representative voice of British manufacturing. Their organic traffic exclusive training courses and venues are available to hire across the UK.

42 The challenge: Get found for luxury holiday home rentals From lakeside property in unique users from cotswolds to homes on lakes organic traffic in 1 year return on investment monthly sessions The Lakes by Yoo is primarily a luxury, gated community of rentable family homes, designed for peace and relaxation.

43 The challenge: Increase enquiries for a network of premium country wedding venues across the UK page rankings in enquiries Country House Wedding Venues provide wedding Across organic and paid in cost per enquiry experiences across the largest collection of privately- channels owned properties in the UK.

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45 seoworks.co.uk 0800 292 2410 ben@seoworks.co.uk @seo_works_uk www.seoworks.co.uk @seosheffield Metis 1 The SEO Works 1 Scotland Street Sheffield, S3 7AT The SEO Works