Presentation from Global Recruiter in London on 11th Feb 2014.
Talking about the 4 key areas of digital marketing SEO, Experience, Social Media and Content Marketing... and how to take advantage and maximize you strategy.
7. OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!
@googledave
@phcreative
#GRUKSummit
11. OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – meaning, not just
words
• Don’t spam, keyword stuff
• Keywords, long tail, context, location, device, experience
• Schema.org markup – use it
• Get ready for voice search – that’s what Google is doing!
Relevancy (on page SEO – behaviour and conversion)
• Focus on your users, give them what they want, where when
• Freshness of content – how often do you change yours?
• Must be unique and valuable to your user persona’s
• Content strategy, evolves, purposeful, hot topics, contagious, Identify
intent, needs, problems and become the authority in your
business area
@googledave
@phcreative
#GRUKSummit
12. OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
• Content can’t sit in isolation, needs to be shared and engage influencers
– are you focused on them? Do you know who the are!?
Experience (Google Panda – behaviour and conversion)
• Be fit for mobile devices – Google prefer mobile responsive
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
@googledave
@phcreative
#GRUKSummit
15. “Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword themes
and behaviour”
Got a question?
@googledave
@phcreative
29. • Mobile friendly
• Visible phone numbers
• Simple downloads
• Live chat
• Simple forms
• Clear buttons
• Improves user experience
• Not mobile friendly
• Too many clicks
• Long forms
• Hard to find
@googledave
@phcreative
#GRUKSummit
32. PERSONA EXAMPLE - CLIENT
Characteristics
Digital Habits
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•
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Uses technology
Smartphones, tablets
LinkedIn, Twitter
Reads online, industry news
(sectors specific = opportunity)
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•
•
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Decision maker, controls budget
Confident, driven, demanding
Time poor (very busy)
Has team around them (influencers –
who could be researching for him)
What's Important to me
Solutions I Appreciate
•
•
•
•
Delivery, ROI
Speed – find it fast
On going relationship
No bullshit
•
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•
•
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Help me achieve my business goals
Bring talent into my business
World class service
Innovation
Value, cost per hire, time to hire
Person name:
Occupation:
Age:
@googledave
@phcreative
#GRUKSummit
Steve Smith
C-Level, HRD
35 - 50
33. PERSONA CONTENT PILLARS
Case Studies
Digital Experience
•
•
•
•
•
• Relevant to me and my sector
• Not just written, video, client features
• Validation of your people credentials
Multi device – mobile responsive
Speed – page by page
How fast can I find answers…
Page behaviour
Don’t confuse me
Content
Conversion Triggers
•
•
•
•
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Telephone numbers
Data capture
Live chat
Email to myself (mobile)
Take away info, downloads
Social icons and shares
•
•
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Speak to me in a language I understand!
Be genuine and sincere – authentic
Answer my questions and objections
Scanability – ‘F’ factor
Content assets – videos, surveys,
downloads
• Demonstrate thought leadership
• Rendering on multi device
• Things that interest and help me
Person name:
Occupation:
Age:
@googledave
@phcreative
#GRUKSummit
Steve Smith
C-Level, HRD
35 - 50
40. WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, „which pub‟?
• Strategic partners
• Your customers
• Influencer networks
• Who influences them?
• Who else and why?
• Who would you, buy a beer?
@googledave
@phcreative
#GRUKSummit
41. PROBABLY THE BEST
SOCIAL NETWORKING ADVICE!
•
A good conversationalist, listens most of the time,
that‟s how, when you talk, you know what to say
•
# Who are you listening to?
•
Be interested in others, not yourself!
•
Don‟t broadcast sales messages
•
Make friends, build trust and help others
•
80 / 20 rule
•
Remember… „Givers Gain‟
@googledave
@phcreative
#GRUKSummit
49. 40% YouTube views in the UK are on a mobile
Phone
20% YouTube views in the UK are on a TV
screen bigger the 32”
41% higher click-through rate than plain test
results in search
Pages with videos 57% average improvement
Conversions
Pages with video are 53% more likely to
appear on page1 of Google
@googledave
@phcreative
#GRUKSummit
52. Once you know what they look like
Do your homework and find
your influencers and their
communities
Follow me @googledave
to receive this free guide
@googledave
@phcreative
#GRUKSummit
53. GOOGLE + SOCIAL AND IDENTITY ENGINE
@googledave
@phcreative
#GRUKSummit
73. Thanks for listening and keep in touch
@GoogleDave
email: googledave@ph-creative.com
tel:
01512275549
@googledave
@phcreative
#GRUKSummit
Notas do Editor
Interflora example90 day penanlty
Its not just about what it is you do and how you do it…Its about why you do it and why they should do it with you
Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
Become a master of simplification….Bring motivated people inHelp motivated people with simple triggers – on any deviceImprove you on page motivators, pain solvers, offer solutions, evidence
Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
What types of content help us connect emotionally and factually?
Ask themInfograhic – oil and gas – interviews the candidates for their adviceTop ten lists – the most digitally engaged HR populations in your specific sector – Interview – who would be the biggest interview target in your sectos – create a piece of research and get their opinionListen in the channels – linked groups? Forums – question are like a gift of a brief