What's So Sexy About SEO? Not a lot until it starts to work! Search Engine Optimisation is almost the Cinderella of online marketing for most small and middle sized businesses. It doesn't look as pretty as the beautiful website it underpins, it's often not as much fun as being sociable online and my goodness, it can be tedious. But if you put in the graft, structure the eyecatching website around the questions your audience are asking and use the language of your customer's searches when you are being sociable... then you start to win big time! SEO for big websites, little websites and local businesses is something that should be part of the planning. Never mind that you'll have to set aside some budget... after all what's the point of a £5k website if it's invisible? Pop along to see how Consulting Cumbria can help you to be found locally wherever you are! http://consultingcumbria.co.uk

1. Online Marketing Plans in
2013
What’s so Sexy
About SEO?
As Social Media Marketing gets all the buzz… is SEO Just An Ugly Cinderella?

2. Short Answer...
Not a Lot ...
Until it Starts to
Work!

3. Today’s Learning
1. What SEO is.
2. Why I know a little
3. Where it fits into your marketing plans
4. Why digital marketing is so effective
5. Some statistics to illustrate why digital or “inbound”
marketing is becoming so effective
6. Why keyword research is important to understand
customer intent
7. The important elements on-page and off-page
8. Where mobile and social fit into the optimised web
presence
9. What you need to consider

4. What is SEO?
Search Engine Optimisation
The process of tuning your website in;
to what your customers need or are
searching for:
...as opposed to you dishing out what
you think they ought to be looking for!

5. Consulting Cumbria Ltd ?
We work closely with:
DotComSecrets, one of the top online marketing and
training companies in the world.
Jolyon Miller
Our Customers
Include:
Digisol FX

6. Website Business Objectives
•
•
•
•
•
Drive more sales of your products and services
Rank ahead of competitor X
Drive more sales now, but also position yourself
for future growth (it’s always easier to get ahead
and stay ahead than it is to play catch up)
Create a customized website that turns visitors to
leads (and eventually sales).
Dominate your market locally

7. Digital Marketing is Tied to Our
Online and Offline Lives
•
•
•
•
57% of people talk to people more online than in
person
48% of American and 43% of UK “young” people
access “News” through Social Media
86+% of online users view videos online each
month
97% of consumers browse online before
purchasing locally (source: Google Places for
Business)

8. Online Marketing Stats
• Local search is still getting more important as slow
adopting areas begin to “get it”. Up 144% since
2007. *
• 54% of all consumers have given up the phone
book in favor of online search for local products
and services. (much higher for consumers under
40) Cumbria is behind the curve here, but even our
Yellow Pages are withering away!
• Mobile searches will surpass desktop searches by
2016 (likely before )
*Source: Localsearchstudy.com 2012

9. Online Marketing Stats 2
ORGANIC SEARCH KEY FINDINGS B2B
• Google is responsible for almost 90% of all organic search, making it
the single most important referring source of traffic (36% of all traffic
comes from Google).
• Organic search is still the #1 driver of traffic, accountable for 41% of
all visits to B2B websites.
• Branded searches (searches that include the name of the company)
show the highest engagement of any other source (3.71 page views
per visit) and account for 31% of all visits from organic search.
2012 B2B Marketing Benchmark Report © 2013 Optify Inc.

10. Online Marketing Stats 3
2013 State of Inbound Marketing Report © 2013 Hubspot.

11. Online Marketing Stats 4
2013 State of Inbound Marketing Report © 2013 Hubspot.

12. Online Marketing Stats 5
Social Media Lead Sources: Aren’t these Killing SEO?
Nope! All These Strands Work best When Co-ordinated.
Q: Please estimate your company's cost per lead for each of the
channels listed below vs. your overall average cost per lead.
2013 State of Inbound Marketing Report © 2013 Hubspot.

13. Your Online Strategy
The 3 Keys to Success Online
• Targeted Traffic: Steady/Ongoing targeted
traffic from multiple sources to generate new
customers
• Conversions: An engaging website that turns
visitors into customers
• Repeat Sales & Referrals: A process for getting
customers coming back again and again
and telling others!

14. Targeted Traffic: Keyword Research
Tuning the website in, to the questions your next
customer’s asking.
•Which keywords get the most searches / traffic?
•Competitive analysis – am I just competing locally or
am I taking on the whole UK or a global market?
•Buyer keywords vs. DIY or sniffer keywords

15. Attracting Targeted Traffic:
Orgasmic oops! Organic SEO
• Relevance: Good SEO is all about becoming
relevant in the eyes of the search engines and
website visitors for your products/services.
• Google and Bing are watching what happens when
people visit your site!
• Content: You become relevant by creating
quality focused content on and off your site. Stuff
that people might feel inclined to engage with and
share.

16. Why Ranking Matters
Source: Slingshot SEO study 2011

17. Why Ranking Matters
Other things being equal; the higher you are the more clicks you get!
Source: Slingshot SEO study 2011

18. On-Page Optimisation: The Slightly Techie Way That
SEO Tunes You in to What people are Asking For!
•URL – yourwebsite.co.uk/keyword-relevant-page-title
•NOT yourwebsite.co.uk/dyno-gobbledygook/session_id=984r
eCommerce sites beware! This is your 2nd Achilles heel.
•Title tags- The most important single on-page factor! MOZ
•Image tags – Tell the “Big G” what your picture is about –search
spiders can’t “see” your super sensuous fashion shots.
•Blog –regularly and create posts which use the target keywords in
fresh, unique or well curated content.
•Relevant Engaging Content (text – try making SEO exciting !)

19. Targeted Traffic: SEO Needs Backup!
• Offsite optimization
– Links from other trusted, authority sites
– Links and mentions from social media posts
– Reviews from customers on your website are useful
– from social media and business listing sites they
are gold dust!
– Offsite optimization is all about links & social
proof. (the right kind of links)

20. Targeted Traffic: SEO Needs to be Built Up
• Offsite optimization – Backlinks or getting
the finger pointed at YOU!
Creating Content: articles, videos, blog posts, how tos,
5 tips, guest posts on other relevant blogs, contributing
to e-mags which links back to you!
Sharing Content: posting other people’s content to video
sharing sites, social bookmarking sites, article sites (?),
some social platforms etc.

21. What Mature SEO Can Look Like

22. Local SEO: Usually Much Easier!
But not if you dither!

23. Local Optimization
• Showing up in Local Search Results is Critical
– Well optimised listings in Google Plus Local, Yahoo
local, and Bing local are especially important to tie you
to a place and identify you as a genuine local business.
– Showing up in local listings and in organic listings
will increase your click through rates (the number of
people who click on your listing)!
– Service businesses have a slight problem. Google’s
terms and Conditions.

24. Local Optimization

25. Mobile Strategy?
•
•
•
42% of mobile phone users have a smartphone
61% of those users conduct local search on their phone
When they search they “Want it now!”
Consider: A mobile responsive website or a mobile version of
your site! Google has stated a preference for responsive, but the
acid test is what do you want your visitor to do?
• Source: Localsearchstudy.com 2012

26. The Social Media Effect
Why Facebook? Because that’s where a lot of your customers are!
For different businesses, the
social media platform might
differ but the rule is the same:
Be where your
customers are!

27. Why Facebook?
31,456,000
UK Users
December 2012

28. What can you do on Facebook?
• Be social / fun / off-beat
• Post or link to useful stuff
• Go multi-media – Images work
particularly well
• Run contests – rules apply!
• Drive traffic for events/specials
• Keep your business page and personal
profiles separate(ish)
• Rinse and repeat (?) for your other
platforms

29. What is the 2nd Most Popular Search Engine?
86+% of Online Users View Online Video
Each Month
People search with Keywords as well... use the tags!

30. Why YouTube?
•#2 most used search engine (behind Google)
•20 hours of video uploaded every minute
•More video is uploaded in 60 days than all 3 major US
networks created in 60 years
•Google LOVES video and is beginning to understand
it – transcriptions!
•YouTube helps boost Your SEO Efforts, it can boost
your website’s authority and can help strengthen your
Google + authorship

31. What videos should you create?
•
•
•
•
•
•
•
Testimonials (client interviews)
Describe your creation, product or service
Roving reporter
5 FAQs
DIY Tips
Grand Opening Videos
Instructional

32. What’s Your Strategy?
Looking Good is Important
Being Found is even more important!
Before you get your web designer to build that website:
• Find out how your customers are searching for what you do. If you are a start
up most of them won’t know your name! Keyword research pays off!
•Work out what keywords show an intention to buy and build your website around
those phrases.
•Build a responsive or a mobile friendly website ESPECIALLY if you are local!
•Be social! Work out where your audience hangs out and be there!
•Invest as much in optimising and socialising as you do in the design of a
website, the days of “EASY” online are disappearing fast, even in Cumbria.

33. Today’s Learning
1. Search Engine Optimisation is .
2. Why I know a little – experience with several companies
3. SEO and other digital marketing should be part of your marketing plan
4. Digital marketing is effective because everyone is so connected
5. Statistical evidence illustrates why SEO should be part of your “inbound” marketing
6. Keyword research, to understand customers; is important BEFORE you build the
website.
7. There are important technical basics to attend to on-page and off-page that lift
websites.
8. Mobile viewability and social media “signals” are crucial to an optimised web
presence
9. What you need to consider before you ask the web designer to produce that gorgeous
website.

34.  We are here to help you lift websites from obscurity.
 Generate the sales that your business depends on in
the most cost effective way.
 Traditional advertising is not bringing the ROI that it
used to
 Optimised digital marketing is!
 Call us to help you on your journey.
01228 907 795
Consulting Cumbria Ltd