Mark Moon – Head of Digital

Emerging SEO & Digital Marketing Trends.

About Me

Digital Director @ e-Strategy

15 years in digital marketing

Qualified Google Professional

Passionate about digital

Topics

Content Marketing

Guest Blogging

Authorship

Content Curation

Social Sharing

Display Networks

Recent changes to Google’s algorithm are game changers

Accelerated the need for “Content Marketing”

Google Updates

“Content marketing is the art of understanding exactly what your customers need to know and delivering it to them on-line, in a relevant and compelling way to grow your business”.

Content Marketing Institute

What is Content Marketing?

Quality

Relevant

Valued

Engaging

Platforms

Content Marketing

Attract new audience segments

Become an industry “thought leader”

Enhance perception of your organisation

Improve SEO visibility

Extend online market reach

Increased revenues

Benefits of Content Marketing

Identify your target audience

What content is of value to your audience

In-house and external expertise

The right metrics

Implemented prior to any content marketing activity

Content Marketing Strategy

Platforms: Blog at the forefront

About You: brand values – USP - tone of voice & value proposition

Keywords: Keywords – Keywords - Keywords

Audience: Value – “Share” “Like” “+ 1” - Quality over Quantity

Developing A Content Strategy

Social Media: Social sharing is integrated - share your blog posts across the main SM platforms

Content Types: Opinion pieces - buying guides – reviews - white papers – video – podcasts – infographics - imagery

Resource: copy writers - thought leadership - editorial calendar

Measurement: Visitor levels - user engagement - revenue.

Developing A Content Strategy

Developing A Content Strategy

Developing A Content Strategy

Superb for SEO - As always keep it natural

Enhance your Authority - Your name

Affiliate interests

Build your publisher network – Make connections

Guest Blogging

Authentic – Credible – Trustworthy

Level field – Authorship mark-up – High ranking with original content

Early adopters - Changing the way in which we search

Integration - Google Plus profile & Author credit

Authorship

Authorship

Curator

Content curators help add a voice to enable engagement

Distil overall noise of a topic into important & relevant content

Acknowledge every piece of information we encounter as it was put before us by someone who worked to create it - discover it & bring it to our attention www.curatorscode.org

Social Sharing buttons on key pages of your website & blog

Encourage sharing of your content across SM platforms

Tweet – FB shares – FB Likes – LinkedIn – Pinterest - Google +

Encourages greater engagement – Increase visitors to your website

Improves search engine visibility

Social sharing

Social sharing

Social sharing

Integrate your SM profiles into all coms

Avoid just using standardised FB & Twitter logo

Sell the benefits of your SM profiles – why should they follow you

Position social sharing at the top right of each page

Avoid using social widgets if frequency is low

Social Integration

Google Display Network

The Google Display Network comprises thousands of websites where advertising can appear, (such as The Independent, Auto Trader, Right Move, National Express, You Tube etc. etc.).

Website Placements

Guardian.co.uk

Independenant.co.uk

Telegraph.co.uk

Dailymail.co.uk

Thesun.co.uk

Express.co.uk

Dailypost.co.uk

Dailymirror.co.uk

Google Display Network

The Google Display Network allows website category segmentation

From this category we select the most relevant websites to advertise on.

Google Display Geo–Targeting

Geo-targeting means having the ability to target a marketing or advertising campaign to a specific set of visitors based on their physical location. Through the Google Display Network interface we are able to target multiple areas in the UK or worldwide.

Through the Google Display Network we use one single interface to push content out to a number of websites. This means the delivery of the campaign is streamlined, without the need to contact each individual website owner directly, which saves on both time and cost.

Google Display Delivery

“Half the money I spend on

advertising is wasted; the trouble is, I

don't know which half”…

John Wanamaker (July 11, 1838 – December 12, 1922) was a United States merchant, considered by some to be the father of modern advertising and a "pioneer” in marketing

Measure Return on Investment

Google Analytics, Funnels, Goals, Conversions

Impressions, Clicks

Call Tracking

Segment Target Audience

Fast Reaction (Re-Marketing, Geo-Targeting)

Thanks : )