sascon mini 2014 - how will you break the cycle of bad seo/ marketing
Post on 14-Jul-2015
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How will you
break the
cycle of
Bad
Marketing?
#SASCon
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@akcamiwik
linkedin.com/in/philmackechnie
plus.google.com/+PhilMacKechnie/
Hashtag: #SASCon
About Me
Head of Organic Performance – Travel & New Business
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“People get into a rhythm that makes them resistant to change. To understand the mind-set try switching hands when you brush
your teeth in the morning.”
Gary Gesme, Deere & Company (John Deere Company)
Have you been stuck in a rut in 2014?
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What is Bad Marketing/ SEO?
#SASCon
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SPAM is REALLY bad Marketing!
• dfds
Source: google.com/insidesearch/howsearchworks/fighting-spam.html
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SPAM is REALLY bad Marketing!
• dfds
Source: google.com/insidesearch/howsearchworks/fighting-spam.html
Chasing
“New” and
“Big” and
“Shiny”…
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#SASCon
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• Creative ideation needed to fuel campaigns and strategy
• Integration with the data teams
• Ideas which are accountable
• BIG THINKERS
Ideas, ideas, ideas
Data driven creative thinking
Better
understanding
the
Customer
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#SASCon
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• Structured data • Make it as easy as possible for search engines to understand the “real” person
behind our content
• Authorship mark up and influence
• Mobile optimisation • Google will always prioritise and rank sites which offers a full user experience
across multiple devices
• Bespoke content for device not just responsive
• Semantic search • Google Hummingbird update in 2013 paths the way
• Optimise for user intent not just keywords
Google Now
What is going to be big?
more personal, more engaging, more interactive
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Convert more of what you have
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Mobile search will be a priority
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Push your data partners for
bespoke requirements
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Expand the skillset of your teams
SEO Engineers
Community Managers
Creative Pair
Event Managers
Data Analyst
PR Managers
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• Understand the wider role of
integrated organic search marketing
• Ensure that search engine algorithm
updates inform our long-term strategy
and direction
• Invest more into UGC to drive earned
links
• Build a network of advocates who
relate to our customers
A more integrated approach to SEO
We must future proof our organic profile by understanding where the landscape is changing
Tech
Content
Data Social
PR
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• Brand and consumer content not SEO content
• We must create and distribute great brand content which has a
value to our consumers
• Links will follow naturally if the content is right
• Where do we want links?
• All we should care about is that someone links from a high
authority website
• Let people link naturally
• No more exact match anchor text links into landing pages
But hey….Links are still important!
Driving an integrated digital marketing strategy to EARN links
First Learn, then remove the “L”
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• Integrated teams with a common goal
• How do we measure the impact of great PR coverage?
• What does it mean to have x amount of Facebook and Twitter
followers?
• How do both channels impact our organic search profile?
• Using consistent tools and data
• SEO, PR, Content and Social should speak the same language
• We should use the same data
• Centralised toolkit for measurement and reporting
PR & Social channels more accountable
Using organic performance to measure the effectiveness of PR & Social investment
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• Facebook CTR is up 275%
YoY
• Facebook CPC is down
40% YoY
• The drop in CPC’s means
Facebook is cheaper and
more effective
Now could be the time to push your
Facebook presence – Introducing…
Organic Paid Social!!?
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• Consumers are 80% more likely to use a brand or website from a
friend liking a page than they are from responding to a traditional
advertisement
Peer To Peer Validation – Earned Social
We must optimise better
for social graph
• 3 billion pieces of
content being
shared on
Facebook each
month
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• Facebook’s proprietary algorithm, EdgeRank, determines how
and when content appears in a users news feed:
Understanding Facebook EdgeRank
SEO, Social and PR teams must understand EdgeRank to create and
disturbed content that reaches the maximum number of consumers
• Likes
• Shares
• Comments
• CTR
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• To maximise reach and engagement for brand campaigns we
must begin to look at our owned channels and understand the
impact this can have on organic performance
Its not just about Facebook
Creating and distributing unique content to drive a differentiation between platforms and encourage consumers to come back
Our social ecosystem
THANK
YOU!
phil.mackechnie@MoneySuperMarket.com
#SASCon
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