This webinar is ideal for those who are looking to tighten up page titles, tweak meta descriptions and trim the sitemap. It also fits neatly between our other webinars #6 SEO Strategy and #17 Google Search Console (GSC) walkthrough.

We have invited social media trainer, Jonathan Pollinger to introduce us to TikTok and share how it can build awareness of your business, help you to attract more customers, as well as boost sales and profits.

During this session we will look at a selection of different landing pages and check to see whether they are giving the right message, are user friendly and share some advice on how to improve them.

It’s important to take that step back and see your homepage through your customers eyes to make sure it is working in a way you intended.

Ben revisits LinkedIn Essentials to discuss some of the key ways people use it to get new business. This is an updated version of the 2019 presentation ‘Get more out of LinkedIn’.

In this episode we are joined by IMC Club Member Dave Hargest from Selmach Machinery. During this episode he shares how he used 360 Matterport to create his own 3D Virtual Tour to showcase the companies showroom and boost audience engagement.

Ben and Clare revisit the importance on gathering Five Star Reviews and discuss the best ways to get feedback for your business.

In this episode we take stock of our marketing, discussing the importance of evaluating the year before and why you should set goals for the year ahead.

Ben is joined by Club Member Nicky Ayers from Ecl-ips as they both dive into their marketing strategies and share what went well, what is still a work in progress, what goals we’re working towards and how we’re going to tackle them.

Ben is joined by Tom Balmont and Sirco to discuss why video is important in video marketing.

How to improve your websites usability to appeal to the widest possible audience.

Notes

Related content

• Every design has the potential to include and exclude customers
• Dieter Ram’s 10 Commandments of Good Design

From logging in to editing a page and posting a blog article Ben takes you step by step through setting up your WordPress website.

Notes

Related content

• #25 WooCommerce walkthrough – Inventive Marketing Club (GROUP) for Members
• #9 Blogging & Content Strategy – Inventive Marketing Club (GROUP) for Members

Why WordPress?

• Can get started for free on WordPress.com
• Completely flexible when self managed
• Plugins give it flexibility
• Best control over SEO
• Powers over 40% of the worlds websites
• Used by global brands
• Active community

How to use Instagram in your business, grow your audience and track progress.

Notes

Why are small businesses using photo sharing apps in marketing?

• Increasingly in popularity
• Businesses of all sizes and sectors are using it
• A great way to bring a visual element to your social media activity
• Reaching new audiences easier and quicker
• Sell products or services through the platform

Instagram as Marketing tool

• Who should use Instagram?

How to post

• Can only post using app
• Photos
• Video
• Importance of Stories & Reels
• Hashtag research

Planning Content

• Use your social media strategy for inspiration
• Variety is essential
• Post regularly
• Find inspiration from other accounts
• Consider including video

Tracking Progress

• Set Objectives to monitor progress
• Audience growth – size & quality
• Interaction – likes, comments, reach
• Performance on paid ads
• Sales of products
• Traffic to your website

Commit to action

What one action will you achieve over the next 30 days?

In this marketing webinar Ben shares how to use Facebook in your business to grow your audience and win customers.

Notes

Introduction to Facebook

• Used by people in their personal lives to communicate with family and friends
• Use as a news source
• Community and common interest groups – keep up-to-date with what’s going on in a local area or share information / experience related to interests

Why should you use Facebook?

• You use should Facebook if you are a B2C business
• It provides you with access to your target audience
• Enables both current and potential customers to communicate directly with you
• Helps to build brand awareness and increase sales

Setting up a Business page

• Business pages are created within a personal page
• Add at least 1 other person as an administrator
• Ensure all key pieces of business information are present and updated
• Make it easy for people to find and recognise you
• Profile photos and cover photos need to be the correct size.
• Make use of the Call to Action button – Learn more, Buy now

Planning Content

• Posts need to be interesting and eye catching
• Sharing posts about a variety of topics related to your business is essential
• Plan and prepare your posts in advance – ideally 2 weeks
• Consider the photos, imagery and video you need to create / gather
• Encourage your audience to comment and interact – questions, opinions

What to share

• Inform your audience about your products and services
• Don’t share “salesy” posts
• Share what you have been up to – creating a product or delivering a service
• Document your journey and bring people to the forefront
• Develop campaigns – social calendar, seasons of the year, specific to your sector
• Blogs and articles
• Video

Publishing Content

• Sharing posts regularly is important to build momentum & be visible
• Be careful not to over share!
• Schedule posts using Facebook’s scheduling tool
• Review the best times of day and days of the week to publish content
• A visual element is essential – photo, infographic, link, video
• Add video files if possible – better performance

Review Performance

• Analyse performance of the page and posts once a month
• Identify any trends to factor into future posts
• What are you aiming for?
• Audience growth
• Increased reach
• Link clicks
• Google Analytics – clicks, journeys and enquiries/ sales

Top Tips

• Make it easy for people to find you – signpost in other marketing activities
• Encourage customers to leave Reviews and recommend you on Facebook
• Consider Ads – awareness or sales focused.
• Add Jobs to your page

Ben is joined by Benjamin Catley-Richardson (Brand Clear) to share how to be clear on your business brand. We walk through how to be easier noticed, easier to remember and easier to choose.

I share three ideas that could help grow or even kick start your social media engagement. I’ve been developing the ideas over the years so you may already have heard a few of them but it’s always good to have a refresher.

Notes

Be Remarkable

How to create remarkable content that spreads further by working with others 

• Choose a social network you like 
• Where your audience hangs out 
• Reach out to your audience 
• Be remarkable 
• Be consistent
• Connect on a personal level 

Be the First to Follow

Understand how to attract people and create a movement 

Start a Social Tribe

Local businesses promoting local businesses on the web and through social media 

• Find your tribe 
• Follow your tribe
• Spend 15 a day minutes engaging 
• Recommend what you love 
• Feedback to improve 
• Don’t talk about yourself 

Ben is joined by Jack McCaughtrie (Core Tree) and Clare Harris to discuss the current state of social as well as tips and advice.

Notes

Social Media Round Table

• We look at social media accounts by activity
• Has social media use changed during 2020 lockdown? Has it brought us together?
• What kind of content works best?
• Does it pay to create personalised content and making the effort?
• Does social media work for customer service?
• How can I get more followers on social media?

Commit to action

What one action will you achieve over the next 30 days?

Need some Marketing help?

Everything from setting up the plugin to products, discount vouchers and shipping and order processing.

Notes

Woocommerce is a full featured ecommerce system which allows you to sell a wide variety of physical products and digital products along with a wide range of extenstions for subscriptions and mentions amongst other things. 

When you install Woocommerce for the first time

You need to access the Plugin tab on the dashboard at the back end of your wordpress website. Add new, then search for ‘Woocommerce’. It should be the top hit, press install now button and then activate to install.
Once it is installed you will get a little Wizard setup screen, going through some of the basic information.

Example site: https://ratherinventive.com/shop/

WooCommerce Key Tax Setup Tips

• Choose whether prices will be inclusive of VAT or not. Only shows it you enable taxes in General tab
• Chose whethere your customer base is business to business or business to consumer on which tax option you opt for.
• Calculate your tax based on your address. If your company is based within the UK, regardless of where the customer is located they will pay UK tax. There are lots of options available if you ship abroad and can rank your tax to correlate with different states and regions.

WooCommerce Key Shipping Setup Tips

• Shipping zones allow different options for each country or area you define

If you have any specific shipping issues, that I haven’t covered within the run through best to get in touch and run through these as shipping options are bespoke and taylored to each business differently.

Example site: https://campagnacollections.com/furniture/ where they have lots of different items and ship to different locations.

WordPress Payment

• By default Woocommerce comes with default payment details i.e Bank Transfer, Cheques, Cash on Delivery or Paypal.
• With each option you will follow the form to input your information and requirements.
• When setting up Paypal payments you will need to put in some details to activate this option. Ensure you capture the identity token so you can capture the payment and send the order details back to your website.
• We recommend Stripe highly for taking credits. You will need to add this as a plugin. It is free, there are lots of other free plugins for different payments method if you would like to chose something else.

Other payment providers: https://woocommerce.com/product-category/woocommerce-extensions/payment-gateways/

WordPress Privacy

• Options available that allow you to give access for guest orders or enforce customers to have an account to process the order. 
• Information here to allow ppl to remove their data correctly through the woocommerce system.

WordPress Emails

• Get creative and customise your email communications that get shown to people
• Run through the settings to customise the look of your email
• Include company logo from your media library
• By default, the email settings are quite basic. There are other ways of customising that in code or find plugins to allow you to customise emails. 

Products

• Highly recommend categorising your products so you are able to show targeted products on particular web pages of your site.
• You can also add thumbails for each category
• By default it will show related products in the same category but it possible to create upsell / cross sell items

Coupons

• Setup a Coupon under the Woocommerce menu tab
• Click Add Coupon which will allow you incentivise your customers by adding a discount off the final basket value.
• You have the option of percentage discount or fixed price discounts
• You are able to tailor the coupon to specific emails or products, limit the amount of time it can be used, set an expiry date etc

Processing orders

• Admin and customers get order emails (processed)
• Back payments will be put on hold until it is processed
• Once shipped or finished, orders will be marked as completed. Customer will get a final email to confirm the order
• In this page you can also refund orders from this screen

This webinar is a screen share walkthrough of how to create text ad on Google. I share some of the tips I’ve learned along the way and my process for planning and creating ads on Google.

Notes

Where possible try to do inbound marketing put information out there for people to find. However, advertising and outbound marketing can help kick things off to start with. It can be good to combine the two. 

Inbound – You put out information i.e. a how to guide, a video, give and share information. Your customer will find it online and share it for you.

Outbound – Pushing information at your customer; disrupting what they are doing i.e. a phone call, advert.

Planning

Advertising comes down to planning:

• Goal – What do you want to happen?
• Audience – Who is it for? What are their needs?
• Benefits – Why does your product matter?
• Budget – Guess at first, quickly learn acquisition costs (£ ads / # orders)

Review and monitor your adverts regularly.

We’ll be using CCTV Logbook from Ecl-ips as an example. This web app helps people audit their CCTV system hardware.

Campaign 1

• Goal: Signup for a trial walkthrough webinar
• Audience: Security Managers who need to know when assets where maintained as they are responsible for site security and cannot have any cameras or recording
  equipment out of order. Saving time for staff or external engineers
• Benefits: Detailed CCTV camera asset log, Maintains full audit history, Easy to use, Save time on engineering audits
• Budget: £600/mo (£20/day)

Campaign 2

• Goal: Watch video ‘How to manage GDPR and privacy for CCTV’
• Audience: Business Owners who need to comply with legal obligations of data protection enforced by ICO. Don’t want to risk fine.
• Benefits: GCPR compliant and secure. Reduce risk of fine from ICO
• Budget: £300/mo (£10/day)

Recommend video IMC11 Understanding your customer

Research

Quick research

1. Search keyword in Google, note the main phrases used
2. Scroll to bottom and look at related searches
3. Build phrase lists for each campaign

Detailed research

1. Tools / Keyword Planner
2. Discover new keywords
3. Add keywords from campaign phrase list
4. Find more keywords, look for ones with higher searches and low competition
5. If low search volume then might need broader range of keywords
6. Check out the competition, what other ads/organic results are there? What are they offering?

Create keyword list
cctv logbook, cctv audit, cctv audit template, cctv audit report, cctv camera inspection checklist, cctv asset manager, cctv maintenance report, cctv audit system, audit software, cctv audit software

Split into two ad campaigns

CCTV Log Book
cctv logbook, cctv log book
CCTV Audit Template (or CCTV Audit Checklist log)cctv audit, cctv audit template, cctv audit report, cctv camera inspection checklist, cctv asset manager, cctv maintenance report, cctv audit system, audit software, cctv audit software

Forecast the cost

1. Tools / Keyword Planner
2. Get search volume and forecasts
3. Experiment with different initial click costs
4. Use to explore price to per per click

Creating a new campaign

1. New campaign / Leads / Search / Website visits
2. Website: https://cctvlogbook.com/
3. Add main keyword to campaign name: cctv logbook
4. Don’t include display partners. Dilutes traffic
5. Expand more settings
6. Add end date. To prevent leaving active. 30 days to start.
7. Add schedule to run between 07:00-22:00. Separate for week day and week ends to make easier to review and disable
8. Target to location. UK in this case as low searches but may wish to target locally
9. Add a budget: £20
10. And focus on conversions
11. Add site links, extra links to specific pages
12. Add call extension if relevant

Setup ad group

1. Name as primary keyword
2. Add keywords. BMM, Phrase and Exact. Allows easier review later

+cctv +logbook+cctv +log +book”cctv logbook””cctv log book”[cctv logbook][cctv log book]

Create ads

1. Start with Google defaults and amend
2. Create multiple adds with different wording. You can review and pause.

Google Ads Walkthrough Tips

• Never use broad keywords. This will waste your budget
• Analyse best keywords to use in tool like Google Keyword planner
• Search main keywords in Google to make sure expected results are returned and the keywords mean the same to you and Google
• Look at competitor adverts. Find out who is number one
• Limit number of ad group keywords to five and keep to same topic
• Use exact match [my keyword], phrase match “my keyword” and Broad Match Modified (BMM) +my
• +keyword to capture broadest range of traffic and help review process
• Use bid stacking e.g. Pay more for exact match (most expensive), phrase match (next), then BMM (next)
• Check devices: and change bid adj if want to exclude device types such as mobile
• Setup ad schedule 7am-10pm for general viewing and removing time waster clicks
• Ideally link to dedicated landing pages on website with text that mirrors the ad

Swipe-Worthy – Marketing, Ad and Copywriting examples

Learn more about mining LinkedIn to find prospects and then how best to engage with them.To help me explore this topic I’ll be joined by social media and blog writer Jack McCaughtrie from (Core Tree).

Notes

Guest Jack McCaughtrie from Core Tree

Why mine Linkedin for prospects

• Remote networking
• Local, national or global reach
• Connect with difficult to reach individuals
• Build awareness of your company and how to help people

There is less noise in the channel, because it is a business to business platform it has a more professional mentality to it and people are more diligent in their approach
Jack McCaughtrie

Case Study – Witley Jones

Bespoke school furniture manufacturer, based in Worcestershire.

• They wanted to build their awareness and engagement in education
• Trying to get an in, in a busy market
• Approach of not hard selling but one of trying to support and align partnerships

Understand, Engage and Convert

Building an Audience

• Quality not quantity
• Reconnect with contacts, clients and colleagues
• Use market intelligence to identify new companies and people
• Connect with new people you have (or going to) meet
• Digitising your network

…you have 100% control who is in your audience and have control in targeting the right people. It is important you connect to the right kind of audience, a target client or prospect who have some value to you or you to them. 
Jack McCaughtrie

Search

• Use Company Pages to find best contacts
• Search for Job Titles,
• Location and industry
• Set up ‘Search Alert’ for weekly email

Who to connect with

• Connect with people who are directly relevant to you
• Associated with markets you work with
• People who would be interested in content you can share
• People you can help with
• Don’t simply collect connections
• Connect with people that interact with your posts

Start a conversation

• Personalise your connection invitation
• Soft intro message once connected. Not sales focused
• Ask questions to encourage a response
• Follow 2/3 days after invite accepted
• Be patient

Breaking the ice

• Be inquisitive about their business or sector
• Make an opportunity to send more information – relevant blog or video
• Refer to a post they have shared recently or something you have seen on their website
• Ask a favour (Benjamin Franklin effect)

Nurture & Follow-up

• Sow the seeds that will grow over time
• Be patient. Building relationships take times
• Have regular content to share within your network
• Ask who the best person to contact
• Ask if you can share more information
• Don’t be afraid to follow up once, twice, three times

Review your profile

• Must be up to date and accurate
• First impression counts
• Make it relevant to your audience
• Answer the questions your new connections will have
• Add link to website and videos
• Consider the posts you share and engage with.

IMC4 – Get more from Linkedin

Ben is joined by guest Copywriter, Catherine Every (Hello Pippin) to discuss how to review your blog to find the best-performing articles and which ones need cutting away.

Notes

Guest Copywriter, Catherine Every (Hello Pippin)

What is a blog review and why do we do one?

• Remove thin content / consolidate articles 
• Aim: to focuson content quality, improve search visibility, build traffic 

Casestudy
Communion Architects www. communionarchitects.com 
They have built up a lot of posts over 8 years some with good traffic but could be improved.

Collecting the data

• Collect data over a full two year period 
• Export article pages from WordPress 
• Marry up article pages, GA, GSC data into Google sheet Compare which pages most visited from search 
• Find low performing pages and review

Blog Review

• Start with the low performers (<10 visits) 
• Then tackle pages with >50 unique visits 
• Make notes on pages actions to take

Review Process

• September 2019 and January 2020 
• Review all posts, make notes 
• Start with the easy stuff: delete or fix broken links, images 
• Combine posts: Read, outline new content, collate, rewrite 
• Review in a day or with Alex (client) 
• Key challenges

Review Checklist

• Can content be deleted and redirected? 
• Can content be merged with other articles? 
• Should the article be split up and extended? 
• Can URL, title be improved? Keywords added 
• Can content be improved 
• Is it in the correct category? 
• Any missing images or broken links? 
• Can any relevant images or videos be added? 
• Does it have a link to a landing page? 
• Are there any content gaps?

Tidying Up

• Site audit to make sure everything works 
• All deleted posts are redirected to new ones 
• All internal links point to new articles 
• Note content ideas for future articles
• Be careful not to change URLs for key pages

I’m joined by Jack Nelson (Photographer) to discuss why great photography is crucial to show your property in the best light.

Notes

The importance of great photography

• Why is it worth the time and money?
• Examples: Exterior Croome Court, Interior Croome Court & Heath Town

Get the lighting right

Examples: Kensington Palace & 3D Render image comparison

Staging

• Interior or exterior
• Make sure everything is neat and tidy
• Image examples: Airbnb Slide 17 & Airbnb Slide 18
• Light and bright  
• Dark and Dull  
• Trace of life

Video walkthrough

• Drone or Handheld
• Understand the layout and flow better than photos
• 3D Experiences

3D Experiences

Matter Port

• User lead, Immersive, Fun
• System to capture and display 3D Photography Visitors explore in their own time
• Ideal for estate agents, also great for holiday lets and shops 
• Make your own Matterport 3D on iPhone
• Matterport demo on https://bengoughproperty.com

Augmented Reality (AR)

• Move freely within 3D space View products in situ 
• Communion AR example and commentary video
• www.apple.com/augmented-reality/

Ben shares his website design process from planning to going live as well as reviewing some of the most popular website platforms to chose from.

Notes

My Process

• Series of calls
• Client and dev team working together 
• Planning > Content > Design > Go Live > Review Iterative design
• Objectives – What must the site do?
• Audience – What do they need? How the website will help? Competitors – What are they doing well?
• Site plan – Main landing and supporting pages + other content ideas 
• Add everything to a Project Plan

See my full Website project checklist

Project Plan

• What are your website’s objectives?
• Vision – What do you want to be known for? 
• Outcomes -Downloads, sales, signups etc
• What content needs to be on the site 
• Sites or styles your customers like 
• Deadlines and dates

More information on What to think about when planning your website

Audience

Watch #11 Understanding your customer

Competition review

• Search as your customer
• Review the top three results
• What do you like? What are they doing well? What can you do 10x better?
• Placement and use of keywords
• Outline site plan 
• Landing page based on keywords 

Content Gathering

• Focus on content, not design
• Wireframe – Copy site plan into real pages on dev website SEO
• Identify keywords people use when looking for a product 
• Review existing content – What to keep, discard or made new

 “If you create a page on a keyword that is 10x better than the pages being shown in search results (for that keyword), Google will reward you for it, and better yet, you’ll naturally get people linking to it!”

Check out Moz.com for a Beginners Guide to SEO

• Start with the snippet
• Write title and description – This is the first thing people will see 

Landing page SEO

Watch #6 SEO Strategy
Watch #16: Improve landing page SEO
More information on Creating and supplying content for your new website

Design & Build

• Confirm pages / page elements
• Refine content on each page to best enable a visitors objective.
•  Add supporting content. Such as FAQs, PDFs or blog articles 
• Review the internal linking structure
• Design around content to help it stand out (where it needs to)

Landing page

• Titles and Headings include keywords.
• Use a variety of content: headings, lists, images, tables Include keyword variations in the content
• All related supporting pages link to LP
• Use FAQ and other schema markups
• Include social proof
• Include Call To Action: Signup, buy, download

Supporting pages

• Help someone, add value
• Questions you get asked a lot
• FAQ Misconceptions people have of your industry 
• Mistakes people make
• Things you wish more of your clients knew 
• Provide insight into you and your business 
• Customer interviews and case studies – 
• Testimonials Benefits of your product
• Link back to LPs in the first paragraph

Images and video

• Increase time on page
• Helps people scan content
• People more likely to read if the text is broken up with video and images

 Watch #8 Image Editing to learn some key skills

Go Live (before)

• Test site on different browsers and devices
• Test all contact forms, checkout process, downloads Review site plugins and extensions
• Make migration plan – Set up page redirects Check for missing pages or page errors

Go Live (after)

• Add SSL certificate
• Check for missing pages and issues (again)
• Verify site on Google Search Console (GSC) and add XML sitemap 
• Add Google Analytics (GA) tracking code
• Test GA code is collecting data

Watch #7 Google Analytics for a primer
Watch #17: Google Search Console (GSC) walkthrough

Review

• Review of the site against objectives
• Review GSC to make sure there are no errors
• Improvements and future ideas

Website CMS (Content Management System)

Ways to make a website
Help keep up to date Balance of price / complexity

WordPress

Shows the dominance of WordPress that it is still growing
https://kinsta.com/wordpress-market-share/

• Has an active community and developers 
• Can get started for free on WordPress.com 
• Completely flexible when self-managed Lots of plugins such as ecommerce 
• Best control over SEO
• Two options: Managed (like Wix or Squarespace) or Self Hosted
•  New layout editor

Wix

• Quick to set up with simple questions
• Lots of templates
• Setup process helps refine 
• Simple blocks & prompts help write content 
• Additional apps for appointments and ecommerce

Weebly

• The platform I have the least experience with Plenty of themes
• Design editor allows too much freedom 
• Free account available

Squarespace

• Lots of control over design Interface can be a little fiddly at first Ecommerce quite basic
• Can adjust template code

Shopify

• Used by 18% of ecommerce websites 
• Simple setup, ecommerce focused 
• Customisable templates
• Has a point of sale app
• Simple editor but very quick
• Geeks can dive into template code 
• We make our mini projects shop in it
•  Easy to manage products, even from app

In this episode Ben talks you through how to use GSC (Google Search Console) to find your website Google rank and page errors.

Notes

What is Google Search Console (GSC)

Tool that shows data from Google Search Understand how people find you online What keywords get the most clicks Identify problems on your site

Setup and verify

• Domain or specific URL
• Example mydomain.com for Domain or https://mydomain.com for URL
• Prefer verifying with GA

Overview

At a glance look to make sure there are no issues

Performance

• Compare traffic you are getting with clicks
• Impressions are times snippet show in search results
• Clicks are when people clicked through to website
• Queries are the search terms people use

Identify traffic issues

• Filter on blogs
• View traffic to pages. Why lots of impressions but not many clicks
• Click URL to filter on specific URL and view queries
• View average position, are things headed in right direction
• View page snippet and page content, do they make sense

SERPS

• What search engine ranking position you are for certain keywords (Add new query)
• Add new query for ‘marketing club’
• Just started optimising. Starting to get impressions but lacking clicks
• View page snippet and page content, do they make sense

URL inspection

• Make sure a page is indexed and if not expedite indexing
• Adding or refreshing a sitemap can also force Google to index your site again sooner that it would otherwise
• Check snippets work

Coverage

• Start with errors first
• Next any pages that are blocked from index
• Email domain believed to be from client’s posting email link on website
• If issues fixed you can re-verify

Excluded pages

* Why are they indexed? Are they linked on your site?
* How to find links that appear on your website site:ratherinventive.com “email.ratherinventive.com”
* This year we changed over the site. Found lots of old URLs still in Google index and have setup redirects to new pages
* Yoast also had an issue where it made all image into pages

Sitemaps

• Add sitemaps to make sure google indexes all your pages
• Also helps highlight if there are pages in the sitemap aren’t indexed
• On WordPress Yoast SEO plugin makes sitemap Yoast > General > Features > XML Sitemaps (click question mark), then see the sitemap

Removals

• Useful if you must have a page removed from the index
• Temporary measure. Make sure the actual content has been removed, marked as 404 or no-indexed

Enhancements

• Mobile had an issues, fixed it and asked to ‘Validate Fix’
• Make sure no issues with bad or missing structured data
• Recommend listening to interview with Duene Forester on structure data and why you should use it https://ratherinventive.com/blog/duane-forrester-yexts-vp-industry-insights/

Manual Actions

Make sure there are no penalties against your site

Links & Settings

• Interesting to see what domains are linking to you
• Add other users. Only give full permission if they really need it

Connect Google Analytics (GA) to GSC

Allows you to view the search data and landing pages in GA

Ben shares how to improve landing page SEO by optimising a specific page of your website to rank higher on Google.

Notes

Improve landing page SEO

Optimising a specific page of your website to rank higher on Google 

What is On page SEO?

Work on your site to improve SERP (Search Engine Ranking Position)
All in your control (website platform dependant) Watch session #6 for general SEO Strategy.

Selmach Case Study
Sell high value metal working machinery a Competitor was starting to win business and their Laser landing page was not ranking in Google results.

The Method

Competitor Analysis | Make Changes to Page | Measure Result 

Step 1: Competitor analysis

Compare the Competition’s SEO to our page Keyword Correlation Report and interpret the findings into action.

Process 

• Group call – Client, SEO, Web dev
• Review the report – Needed interpreting
• Decide on easy wins
• Basecamp to assign actions 

Observations 

• Category Landing Page (LP) not in 100 SERPs
• Title tag not using optimised keyword
• Poor/few internal links
• No external links to landing page 
• Increase word count to over 1400 per page
• Add keyword or variations into content more 
• Use variety of content: Lists, images, tables 
• Use schema markup
• Page not in index. Yoast issue 

Step 2: Make Changes  

•  Made observation changes to the landing page. 
•  Add links from other pages.
•  Create the ultimate guide 

What we did 

•  Add keyword to heading: CNC Fibre Laser 
•  Optimise meta description. Not too long and include keywords 
•  Added product info, testimonials, FAQs, images, comparisons 
•  Add keyword variations into content 
•  Added FAQ schema markup 
•  Add links from related news articles back to LP 
•  Another review to check progress 

Step 3: Measure & Tweak 

• Measure SERP (Search Engine Ranking Position) Content update took one month
• After two months jumped to #3
• Then to #1 one month later 

What is a Keyword correlation report?

Comparison of your page against competitor pages based on keywords you want to rank for.

On page SEO tips 

• Title, Meta Description and Heading must include keyword 
• Great the ultimate guide. 10x better than competitors 
• Use variety of content such as headings, lists, images, tables 
• Include keyword variations in the content 
• Make sure all related blog, product and supporting pages link to LP 
• Build external links from other websites to the LP 
• Use FAQ and other schema markup 
• Check in GSC that page is indexed!!! 
  

Helpful Links

• Why Use Schema, Duane Forrester shares some helpful insights on a previous podcast interview.
• Mark up your FAQs with structured data
• Comprehensive website SEO report to improve your search position and ranking against competitors.
• Book your Super-Correlation Keyword SEO Report for focused optimisation on your landing pages

Ben shares everything we do to create our Rather Inventive podcast, including lessons learnt, stats and helpful tools.

Notes

What is a podcast?

• On-demand radio show
• Daily, weekly, monthly
• In a series
• Generally audio only

• Over 550,000 on Apple Podcasts in more than 100 languages (June 2018)
• 49% people listen at home
• Podcast listeners are loyal and affluent
• 81% of people take action as a result of listening to a podcast

Sources
https://www.podcastinsights.com/podcast-statistics/
https://rainnews.com/spotify-shares-podcast-stats-and-advertising-examples/

Why did we start a podcast?

• Used to record radio shows on tape recorder
• Chatted with Al regularly, good to share
• Great opportunity to meet people
• Wanted to learn

If you’ve not subscribed to the podcast please do at https://ratherinventive.com/podcast/

• April 1st 2014 First show with Nick Van der Walle
• November 2018 – First video podcast
• December 2018 – Moved entire podcast to video
• October 2019 – Interview with Nick again!
• March 2020 – Latest podcast with a magician

Over 90 recordings!

Format

‘Two guys chatting’
Interview show
Reporter / NPR
One voice

Our process

Prep

Structure has evolved
Show notes
List out questions
Practice your start and ending
Script for Podcast running order (template)

Guests

It started with an interview
Interview people that inspire you or youraudiencee
Scheduling – Doodle, Calendly
Script for Inviting a guest onto your podcast/vlog (template)

Recording

Audacity, Quicktime
Zoom, Demio
iPhone (front and back cameras)
External microphone – reducing echo (I use Shure MV5)

Editing

We edit for audio consistency
Audio only – Fission, Quicktime, Audacity
Video – iMovie, Final Cut, Adobe Premier, Shotcut
Music – Intro, background music, Envato Elements (£13/mo, Free account 12 free files/month)

Publishing

Titles – Informative / funny
Graphics – Find the smile
YouTube (free), SoundCloud (£125/yr) / Libsyn (£52/yr)

Sharing

Share on Twitter and LinkedIn. I prefer LinkedIn
Better to share direct link to video/media or teaser clip
Tag in any guests. Share link by email

Sponsorship

How to ask. Pitch an idea Insert or live read Industry standard CPM £10-20
Charge what you think it is worth
Script for Asking for sponsorship (template)
Starting something newTakes a lot of effort and planning
Want to focus on RI, not just guests
Build up IMC
Marketing currently too diverse
Re-use current material

Need some Video help?

Learn why you should start asking for video testimonials. I share my tips on filming & editing including my recommendations on which software to use.

Notes

Why you should start asking for video testimonials

• Helping people make a decision
• Adding value
• Educating potential customer

Stats

• 92% of customers read online reviews before buying
• 70% of people trust reviews from strangers
• Customer reviews create 74% increase in product conversion.
• Videos trigger emotions. We mirror people
• Video has a higher retention rate compared to text Videos are easier to share

How to ask for a video testimonial

‘Can you do me a favour’
Opportunity for customers to get involved

View full list of email templates

Interview formats

Formal Interview

• Traditional / professional
• Interviewer behind camera or facing each other
• Considered response
• Take longer to organise and film

Quick ‘Vox Pop’

• Casual, more authentic
• Capture opinion and emotion
• Quick to film and request
• Risky for live broadcasts, if unplanned

Video Conference

• Easier to schedule, less travel
• People feel more comfortable in own environment
• Difficult to control audio/visual quality – Internet speed!
• Limited camera angles

Selfie

• Authentic / intimate
• Easy to request and schedule
• Mostly concise. Ask one question
• Rely on technical ability of customer
• Easier for people to say no. Incentivise?

Questions to ask

• Impart trust and proof of your service
• Get a testimonial
• Share something secret or a tip

Questions to ask

‘What’s your name and who do you work for’

‘What do you do and how do you/your company help people’

‘What’s one thing you do that people remark on or enjoy’

‘What one area have [insert company] helped you in your business’

‘If you were to recommend [insert company] to a friend or colleague, what would you say?’

Sample questions you can use for your own interviews

Tips for filming, editing and publishing great video
Filming. Audio first, then lighting

• Use external mic, close to mouth. Get rid of external noises. Soft room
• Outside or face a window. Turn on all lights. Not backlit
• Turn camera on early, avoid starting. Practice run
• Sit dow to relax and prevent moving in the shot. Table in front for protection Be positive and be relaxed. People will echo this
• Allow time, don’t rush. Remove distractions and pressure

Live or recorded?

• Shared immediately
• Cannot correct or fix
• Make sure to warm people up Record ‘as live’

Cut aways

• Filming extra footage ‘B roll’
• Buildings, products, people milling (soft focus)
• Get more than you think you need
• Use another camera for alternate angles

Editing. Story is key

• Jump cuts or hidden edits
• Make notes of good takes.
• Use mini whiteboard
• Start with the best interview clips
• Edit out dupes, cough, ems etc Remove waffle

Hiding edits

• Two camera angles
• Behind interviewee’s head
• Noddy shots of interviewer
• Cut away shots that relate to conversation

Publishing

• YouTube / Vimeo
• Create your own Thumbnail. Optimise for smiles
• Embed on blog post or client page
• Add mini text transcript to video or add to blog
• Title for SEO so people can find e.g. ‘Avigilon camera review’

The kit Ben uses

• iPhone 7. iPhone 11 has better cameras
• Shure MV5 mic. Tie clips would be better for formal interviews
• Clips on iPhone for quick social posts
• iMovie or Final cut for formal edits (macOS / iPhone)
• Manfrotto tripod.
• Joby iPhone mount
• Mini whiteboard (new idea)