A day in the life of a search engine optimiser

In these corona virus times I thought I would share a typical day with you. Because of the nature of my work, I am able to continue providing search engine optimisation and other digital marketing services which means that I continue to support to my clients – those who are still trading anyway.

My day typically starts at 8am which is when I get to my desk, boot the PC, switch on the radio (Nick Ferrari’s morning show on LBC) and go and make that essential first coffee of the day.

The first task of the day

Paper pad and pen - a To Do list

The 1st task of the day is to open my dairy to see what appointments are upcoming, what preparations are required and how any meetings are taking place – a physical meeting, a phone catch-up, a video meeting etc.

Next, it’s a look at my To-Do list to see what’s on the agenda for the day.

The hunt for content

Then it’s time for a look at the news to see whether there are any IT/Marketing/SEO/IT Security stories worth sharing and then I start my proper hunt for content for Social Media.

Tools that I use include Drumup.io, Google Alerts, Search Engine Watch and Search Engine Land.

  • Drumup is like a search engine for articles. I save some keywords and it finds relevant news articles for me to share. I only use the free account
  • Google Alerts, another free tool, carries out the same process on Google. I save some keywords and Google emails me a list of new content that includes my saved terms.
  • Search Engine Watch is a website dedicated to search engines and search engine optimisation. It was where I learned a lot of my craft in the early days. It was started by Danny Sullivan who went on to found
  • Search Engine Land and now has a pretty high flying job with Google. With both sites, I look for interesting/helpful articles to share

I open each story or article from all sources in a new browser tab. I’ll simply hold the CTRL key down as I click – which forces my browser to open the clicked link in a fresh tab. Then I scan thorough each article to check quality and relevance before using another free tool, Buffer, to add the stories to my social media posting queue. This means that I can easily and quickly build a content list that will be shared by Buffer at a time of my setting.

I may also look at one of my pre-written “Top 10” hints and tips lists. Update the publishing dates, ensure the content is up to date and then upload the spreadsheet to Hootsuite where the platform will share the tips to the platforms of my choice at the times I have set.

Then I’ll repeat the exercise for those clients for whom I manage their Social Media activity.

Email Time

Now it’s Email time. I open Outlook and work through my emails. Spam gets deleted, urgent mail is responded to, acted on or added to my “To-Do” list – which is on paper. Even though I love my technology, and have tried numerous digital To-Do applications I still find that pen and paper works the best for me.

The To-Do list

To Do list and pen

Now it’s time for me to look at the top items on my To-Do list and start working through the day’s tasks.

Number one task every day is to log in to ManageWP where I have registered all the WordPress sites that I am responsible for. ManageWP has them all stored in a dashboard and reports which sites have plug-ins that need updating or whether any particular site needs attention.

Once any updates have been applied it’s now time for my second coffee and logging on to a site to start on the required search engine optimisation activity.

This could include a fresh scan of competitor websites to see whether there’s anything different that I should be targeting, another round of keyword research to make sure that I am targeting key words and phrases used by prospects and making sure that all the elements of the site are well optimised, particularly where the client has access to the site and may have added fresh content or swapped out images and a hunt for opportunities to build more backlinks

Second look at Emails

Before lunch I’ll take another look at my emails, delete all the junk, act on urgent ones and “To Do list” those that need action but which are less urgent.

It’s probably about 1pm by now and time for lunch. A poached egg on toast, a two egg omelette, a sandwich perhaps another coffee or glass of water, and a walk in the fields, weather permitting

After that I may turn to content creation, writing a blog post or an email or finding topics for my clients to write about that i can then provide an SEO “polish” to for optimum search engine responses.

I’ll look at the Google Ads, and other PPC accounts that I’m managing on behalf of clients. Making sure that the Ads are performing, that the key words are relevant and that the campaign is as well optimised as possible.

If I’ve written a marketing email I’ll get it approved by the client, upload it to MailChimp (my email platform of choice), make sure the address lists are up to date, create an email and send a draft to my client for approval.

Once signed off, I’ll schedule the sending, Early afternoon, middle of the week, for business clients and early evening, possible on a weekend, for retail clients. Timings determined by the optimum open rates.

The hunt for content continues

Time for an afternoon coffee and a swing back through various news sites, this time tech platforms such as

For tech related articles and Search Engine Watch and Search Engine Land again, just to see if anything new has been posted

Back to the Search Engine Optimisation

As we enter the middle part of the afternoon I’ll look another client website and look to repeat the SEO activities for them.

If I’ve received any enquiries for quotations or new proposals I’ll look to pull my thoughts together and send my proposal for consideration.

As the working day draws to a close I’ll take a 3rd look at my emails and respond to anything that can’t wait until the following morning.

I might email clients with ideas to improve their websites, carry out some more SEO on a site, perhaps register a client website with some web based directories and see whether there’s anything I can do to my own website to improve performance

Finally, I’ll update my To-Do list in preparation for the coming day, shut down my PC and have a quick tidy-round.

If you want any help with your digital marketing please don’t hesitate to get in touch for an informal chat by email (andy@enterprise-oms.co.uk) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk.Thanks for reading and I hope you stay well

Ring Me:      01793 238020      07966 547146
Email Me:    andy@enterprise-oms.co.uk
Find Me:      Linkedin     Twitter
Visit Me:      Bowman House, Whitehill Lane, Royal Wootton Bassett, Wilts, SN4 7DB

You’re thinking of PPC Advertising – but where should you place your money?

Screen Shot of Bing Ads, PPC

In my experience, when thinking about advertising on the the web, most people think of Google and Facebook Ads and that’s about it but there’s a wide range of Pay per Click (PPC) opportunities available and the key to success is deciding which are the platforms most likely to deliver the best results.

In this post I’ll be looking the top 8 platforms that you should think about,

  • Bing Ads
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Pinterest Ads
  • Twitter Ads
  • Yahoo Ads

Bing Ads

Run by Microsoft, Bing is the search engine that seems to be forgotten but is in daily use by millions of people. My experience is that clicks are cheaper than those from Google and frequently of better quality. It gets better because if you have a Google Ads campaign, Bing Ads have a tool that will import all of your campaigns at the click of a button.

Bing also powers the Yahoo Ad network so you’ll have the added benefit of your Ads appearing across Yahoo too.

Look hard and you’ll also be able to take advantage of £100.00 credit to get you going (there are terms, of course but essentially, it’s free advertising)

Facebook Ads

Facebook, largest Social Media platform on the internet. 2.2Bn users worldwide and about 32m in the UK so why wouldn’t you want to advertise here. Well, if you have something to sell to consumers then you should give it some thought. You can have image ads, text ads, video ads, sponsored updates and much much more. 

Not only that but you can target specific audiences and markets through the demographic data that Facebook hold, making it a far more targeted campaign than other platforms.

However, if you are in the Business to Business market, Facebook may not be the ideal platform for your ads.

Google Ads

Not the longest running Ad platform but certainly the most well established, the most popular and the one with the greatest reach, with more than 3.5Bn searches taking place on Google every day!

Google ads can be placed on Google, YouTube, the Content Network as well as Google Search Partners.

You can have simple text ads, image ads as well as responsive ads targeted at mobile phone users.

Google Ads is also a great way to waste money if you don’t think carefully about where your Ads are displayed, to whom they are targeted and the way your search words are formatted and used. Campaign management (either in-house or outsourced) is essential to get the most from your Ads investment.

Linkedin Ads

Linkedin is home to over 520m professionals and so if your business is focussed on selling things to, or providing services to, a business market place than Linkedin is the natural home for your ads.

You can focus your ads on almost any of the demographic metrics that Linkedin collects, whether geographically, job title, seniority, job role and much more.

Traditional ads are shown on the right hand side on your Linkedin home page and across the top whilst promoted posts appear in the newsfeed and hate works best are hints, tips and white papers.

Pinterest Ads

Pinterest is quite new to the paid advertising market but is rapidly catching up, as demonstrated by it’s initial valuation before going public on the 18th April 2019 at $19/share valuing the company at $12.7Bn.

With more than 200m active, monthly, users who are researching trends, looking for ideas and inspiration it’s an ideal place to sell “things” – especially if your target market matches the key Pinterest demographic with 70% of Pinterest users being women and 40% earning more than $100,000 or more

Twitter Ads

Twitter is used by 330m people every month and is recognised as a key source of breaking news. 

Unlike a lot of the platforms mentioned here, Twitter ads stay on Twitter and so can be particularly effective and remain fully under your control. Your ads can be simple text but photos work better and videos are event more effective.

Yahoo

Yahoo was one of the original sellers of search ads and was the model that Google based Adwords on. Yahoo still stumbles on as part of the Oath network (Yahoo, AOL, Huff Post and Tumblr). 

Yahoo has a partnership agreement with Bing which means that your Bing Ads will also be displayed on the Yahoo network (and vice versa) and your ads can be simple text, images, video and any other supported media across the network

Conclusion

There are numerous Ad networks fighting for your advertising spend. My advice is to start small, test AND measure. If, after a couple of months, it seems that one of the platforms isn’t working for you then stop and switch to a different one until you find the right platform for your business.

And, if you need any help, I’ve been doing this since 2003 so give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free, initial chat to see whether I can improve your existing campaigns or help you launch something new.

Microsoft and Linkedin, a purchase made in heaven – or the Cloud at least

Linkedin LogoMicrosoft LogoI’ve been a Linkedin member since August 2005, apparently was one of the first million subscribers and have found it an invaluable tool for network building, staying up to date with, and in contact with, my Connections and even generating enquiries.

Linkedin History
Linkedin was started in 2002 by Reid Hoffman with money from his stake in PayPal when it was sold to eBay. From that small beginning Linkedin has become the No.1 business networking site, a Facebook for business if you like and now has more than 440m subscribers.

In 2011, Linkedin went public (IPO) at $45 per share, raising $350m and valuing the company at $9bn, making it one of the most successful public offerings since Google in 2004.

Linkedin’s share price very quickly doubled and continued to rise, peaking at $269 in early 2015. After that it’s been a bit up and down and fears of a downturn earlier this year saw share prices falling to $101 in February after which there was a recovery to $135 in May

Then, to everyone’s surprise, in June 2016, Linkedin was bought by Microsoft for $26.2 billion (a significant $61 premium on the share price), in an all cash deal, making it Microsoft’s largest acquisition by a long way

Why did Microsoft buy Linkedin, where did it see the value and what will it do with this highly respected business networking site?~
Although Microsoft and LinkedIn don’t, at first glance, appear natural partners, they are closer than you might think. Under Satya Nadella, Microsoft’s CEO, there has been a strong move away from consumer software and operating systems (Windows) to business and cloud subscription services such as Office 365, enterprise solutions like Microsoft Dynamics and cloud storage – Onedrive and it’s possible that this, allied to the fact that Linkedin has over 440m active users, helped in the decision making process, that’s just over $59.54 per user.

The addition of Skype (Microsoft owned) to LinkedIn could make the platform even more attractive, allowing voice and video conversations to take place within Linkedin (possibly limited to Linkedin subscribers).

Potential Benefits
Linkedin already has some really basic Customer Relationship Management tools built in to ‘My Network’ which enables you to add Tags to your Connections so that you can search by your own custom categories as well as directly Message groups of contacts.

Now, imagine how much more powerful this would be if there were full CRM functionality.

  • Send emails to your Connections with a click with the contents held in the Client account

  • Have incoming emails automatically added to client records rather than a simple folder in Outlook.

  • Grouping sent and received emails together, in your Contact records

  • Click to call via Skype

  • Click to Video call via Skype

  • Click to open pre-templated documents through Office 365 and have them stored in Contact records

The reality is that the world is their oyster – with a little thought, good programming and over 430m pre-existing accounts there’s a great deal for Microsoft to leverage..

Lynda.com an Outstanding Resource for Learning
It’s also easy to forget that Linkedin owns lynda.com. An online education provider with more than 3,000 online learning video courses, created by industry experts and covering topics across business and leadership, creative and technology.

A service that was described as “an outstanding resource for video based learning” by PCmag

What happens Now
Although the deal has been approved by both boards and is expected to be finalised by the end of this year it still needs approval from a number of regulatory bodies

Microsoft have said that “Linkedin will retain its distinct brand, culture and independence” which is good news for fans and users, although analysts at Credit Suisse have said “We recognise that Microsoft will be able to realise several strategic synergies”

A side effect of the sale has pushed Twitter shares 5.5% higher on speculation that it will be next to go, perhaps to Google – which has expressed interest on several occasions in the previous 4 years.

What actually happens is still to be decided but I’ll keep you up to date as, and when more news becomes available.

In the meantime, if you need help with Linkedin and want to learn how it can really help you grow your business just get in touch for a free chat, give me a call on 01793 238020 or drop me an email at andy@enterprise-oms.co.uk