alex fenton: search & social media markting

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Fundamentals Search & Social Media marketing Alex Fenton Digital Business Lecturer [email protected] 0161 2954127 @alexfenton #passion4digital www.salford.ac.uk/business-school Alex Fenton – Salford University

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FundamentalsSearch & Social Media marketing

Alex FentonDigital Business [email protected] 2954127

@alexfenton#passion4digital

www.salford.ac.uk/business-school

Alex Fenton – Salford University

- Introductions- Search & Social Media – Onsite & Offsite- Passport to Trade- Discussions

Session Outline

Alex FentonBSc MA

Salford Business School – Lecturer in Digital BusinessCourse Leader for Web Design & Digital MarketingResearch Centre for Digital BusinessManager of digital company - EDinteractive.co.ukDigital developer since 1995PhD in Digital MarketingEmail - [email protected] - @alexfentonWebsite – alexfenton.co.uk

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Centre for Digital Business

Providing researchand advice to business leaders in the constantly changing digital society

Salford Business SchoolUndergraduate and Postgraduate programmes in all aspects of business (including digital)Professional development short courses in digital skills and digital marketing (face to face or distance) see:searchmarketing.salford.ac.ukStrong PhD and Masters programs in business and digital businessMore information at:

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http://www.salford.ac.uk/business-school/business-management-courses

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Search & Social Media MarketingOnsite optimisation – optimising your web pagesOffsite optimisation – link building & social media

What do search engines read?Server header (redirects, etc)Content and its placement within a page and a website LinksFile namesTitle tags <title>Meta tags <meta>Media wrapper info (images, sounds, video, flash…)HTMLDocumentsOther media?

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Onsite optimisationSEO – Search Engine optimisationCMS - Who has access to their website content management system SEO Plugins - Using a CMS like Wordpress and an SEO Plugin such as Yoast will help a lotUse keyword research to identify the phrases that your audience are looking for All of your web pages should have a unique title and meta description based on this ongoing researchMake sure you are measuring with tools such as Google Analytics

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Title tags optimisation

Search Engines identify <title> as one of the most important elements determining page contentThe page title should be based on your primary keyword for the pageFor example, if you are optimizing for “playstation store” the page title could be<title>Playstation Store</title>Limit to 40 - 62 characters Primary keyword first followed by secondary keywordsDon’t repeat titles

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Google Analytics

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Building Links

Key issuesWhy are links important in SEO?How to approach link popularity buildingEncouraging others to link to youRole of Web 2.0 (social media etc.)Social Media Marketing

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Why are links important?Links from high quality websites pointing to your pages will help your SEO and drive quality traffic to your site.

Page A

Page B

Page C

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Keyword research - Adwords Keyword Planner https://adwords.google.com/KeywordPlanner

Digital Marketing Case study

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Passport to Trade 2.0Wordpress website www.businessculture.orgMulti-User allows European partners to manage their own language siteEuropean Commission Lifelong Learning projectSalford digital lead and working with partners in 8 countriesAdvice for doing business and social media culture in31 European countries

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Producing Great contentResearch and survey of people around Europe in Business CultureWorking with staff / students / graduates on text, image, animation, video and a MOOC (Massive Open Course)31 country guidesContent budget for animation / video approx 2kDriving your target audience via ‘organic SEO’

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SEO - Natural search results

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A free MOOC courseFree course open to anyone in using search social media marketing for international businessProduced by Masters students, staff and guest speakers

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http://www.salford.ac.uk/business-school/business-management-courses

SEO – On Site OptimisationForm list of key phrases based on keyword research your target audience are looking forChoose your page titles carefully and include keywordsUse devoted pages with primary key phrasesUse the Wordpress Yoast plugin (On site optimisation)Meta description can help click through

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SEO – Keyword researchForm a list of phrases to target based on keyword research with your target audience and keyword toolshttps://adwords.google.com/ko/KeywordPlanner

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Off Site OptimisationLink building Social media channels including Facebook, Twitter and YouTubeUse OpenSite explorer Offsite optimisation is more than half the battle

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SEO – Link buildingProduce great content and encourage other sites to link to yoursUse tools such as opensiteexplorer.org to research link authority of your site and others

SEO – Link building

Social Media – Sharing iconsProduce a social media plan – which networks can you support and are being used by your audience?Enable social networking icons (Wordpress: Tweet, Like +1 Plugin used for PPTT website)

Social Media InteractionProduce a social media plan – which networks can you support and are being used by your audience?

PPTT integrated Facebook and Twitter feeds into the website via Wordpress plugins

YouTube and Slideshare host the animation, video and presentation content, then embedded into web pages

What happened next?

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Google AnalyticsMonitor everything (it’s free!)

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Businessculture.org attracts 5000 visitors per day

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European Search Awards

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Free digital marketing MOOC

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https://iversity.org/en/courses/digital-and-social-media-marketing

Creative Entrepreneur – 25 Novwww.CreativeEnt.co.uk

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Creative Entrepreneur – 25 Novwww.CreativeEnt.co.uk

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Masterclasses, panel sessions, installationsDigital marketingBuilding your personal brand onlineKiller contentChallenges for entrepreneurs and digital businessSocial Business issuesSports BusinessLots of stands and interesting things happeningMeet students and find out about placements etc.

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Alex Fenton Salford

@alexfenton - #passion4digital

Alex Fenton