Download - Car insurance & social search
Search is Social
Brian Maher, Arekibo Digital
The future of SEO
What will we cover today?
What is search engine optimisation (SEO)? Why should you invest in SEO? Reasons why you shouldn’t invest in SEO Understanding the SERPs Personalised and social search What can you do to influence search results? Creating a search strategy
What is search engine optimisation?
SEO is the activity of improving internal and external website aspects in order to generate traffic by connecting searchers with relevant and valuable pages.
SEO is a multi-disciplinary activity that requires skills in:
Marketing Technical Content creation Analytical and analysis Patience : - )
History of Search Engine Optimisation
Why should you invest?
Why should you invest in SEO?
People don't remember URL’s People use search engines to find/ research
products and services Over 70% of web traffic comes from search engines People trust organic search results Affects Adwords campaigns cost
Access Everywhere
Desktops Laptops Tablets Mobile Phones
5 Reasons you shouldn’t do SEO
Reasons you shouldn't do SEO
Long-term commitment Resources Not prepared to change Poor infrastructure or UX Don’t understand the fundamentals
SEO “Snake Oil” agencies
First impressions of the SERP’s
Personalisation
What influences personalised search?
•
Over 57 signals
Your location Your search history & click- through rate What kind device you are on What kind of browser you are using Your connection speed Etc ..
Personalised meets Social
Google+ “Search your world”
Localised search results Personalised search results Social search results
Search for “New York Hotel”
Search for “New York Hotel”
Search for “New York Hotel”
Search for “New York Hotel”
Showing personal results
YouTube
Google Images
Google Images
Maps & Places
Advertising
Search & social should never be orphan strategies
What can you do to influence search results?
Optimise website and social media assets Create unique and valuable content regularly Integrate your SEO + social media activity Build a community around your brand Encourage customers to review, Share, Like, +1 Enhance your websites UX & Code Create a dedicated mobile website
Wait, what about SEO?
PageRank Anchor copy Inbound Links Urls Page titles Headings Sitemaps Accessibility
Meta keywords/ desc. Body copy Internal link copy Image alt tags Asset properties Copy (promotion,
proximity, copy)
Strategy
Short Term: Content Strategy
Medium Term: SEO & Social Strategy
Long term: Community management
