love letters from google: seo, ux and the internet of things
TRANSCRIPT
LOVE LETTERS FROM
SEO, UX AND THE INTERNET OF THINGS
by Dustin Clark
#GLoveLetters
@DustinAClark
DIGITAL MARKETING
CHANGES QUICKLY
#GLoveLetters @DustinAClark
SEO!
#GLoveLetters @DustinAClark
CONTENT MARKETING!
#GLoveLetters @DustinAClark
MOBILE!
#GLoveLetters @DustinAClark
DIGITAL ADS!
#GLoveLetters @DustinAClark
MICRO-INTERACTIONS!
#GLoveLetters @DustinAClark
WHAT GIVES?
WHERE’S THE LOVE?
WHAT’S NEXT?
#GLoveLetters @DustinAClark
ARE WE MISSING THE SIGNAL?
Businesses have the
same marketing
problems:
• New Brands
• New Websites
• New Content
• New Outreach
OR DO THEY?
#GLoveLetters @DustinAClark
• We run the marketing rat
race in order to be:
• Bigger
• Faster
• Harder
WE’RE RUNNING TO PLAY CATCH-UP –
AND WE’RE FORGETTING THE BASICS
#GLoveLetters @DustinAClark
• We try to fill the gaps by
making marketing:
• Simpler
• Smaller
• More Modern
WE’RE RUNNING TO PLAY CATCH-UP –
AND WE’RE FORGETTING THE BASICS
#GLoveLetters @DustinAClark
HOW OFTEN DO YOU
HEAR, SEE, OR DO THESE?
• Publish a quick webpage – a paragraph and image or two
• Trim the long-form content – no one reads it anyway
• Emphasize the Form over the Function – big imagery, little
content or context
• Simplify the website user experience by reducing pages or
consolidating content
• Push the campaign out to beat deadline, and “fix it later”
#GLoveLetters @DustinAClark
THE WORDS
MODERN & MOBILE
DO NOT EQUAL
SIMPLE & LESS IS MORE
#GLoveLetters @DustinAClark
BACK TO SEO!
#GLoveLetters @DustinAClark
WE KEEP GETTING THE BASICS…
WRONG
• Metadata is screwed up
• Pages have no clear
information hierarchy
• Users can’t do what they
want
• Functionality is a slave
to form
#GLoveLetters @DustinAClark
THE BASICS ARE BEING IGNORED
IN THE SIMPLE, LESS IS
MORE WORLD…
#GLoveLetters @DustinAClark
INBOUND MARKETING BARCAMP
On a 20-page website:
• 11 unoptimized
meta titles
• 12 unoptimized
meta descriptions
#GLoveLetters @DustinAClark
ELEMENT THREE
On an 1,100-page
website:
• 500 unoptimized
meta titles
• 300 unoptimized
meta descriptions
• Unoptimized image
sizes
#GLoveLetters @DustinAClark
• SEO
• 99% have optimized
meta descriptions
• 80% have optimized H1s
• 150+ internal links
• 10+ images
• 1200+ words
• 33% responsive design
• UX
• 35% or lower Bounce
Rate
• 19% average Click
Through Rate
• 120+ seconds on Page
per visit
• Page load time average
of 1.16 seconds
2015 GOOGLE SERP STUDY
RANKING FACTORS FOR TOP 10 RESULTS
#GLoveLetters @DustinAClark
SEO AND UX ARE
INEXTRICABLY
LINKED
#GLoveLetters @DustinAClark
SEO IS DEAD!
KEYWORDS ARE
DEAD!
#GLoveLetters @DustinAClark
CASE STUDY: HERE COMES THE BUS
METADATA IMPROVEMENTS
Just by updating meta
titles and descriptions:
• Clicks improved
7.2%
• Click Through Rate
improved 15.4%
• New Visits
improved 8.1%
• Bounce Rate
improved 10.9%
#GLoveLetters @DustinAClark
AIRSTREAM “CHOOSE YOUR OWN” TOOL
CASE STUDY: REDESIGN POPULAR
TOOL TO INCREASE ACTIVITY
#GLoveLetters @DustinAClark
Redesigned tool
• 490% increase in
overall web traffic
to the tool
• 31.23% increase in
page views across
the website
• Tool now includes
three conversion
points
CASE STUDY: AIRSTREAM CHOOSE
YOUR OWN TOOL
#GLoveLetters @DustinAClark
SEO AND UX ARE NOW LINKED.
TO MOVE THE NEEDLE IN SEO, CREATE GOOD UX.
INTERNAL LINKING MATTERS.
RESPONSIVE DESIGN MATTERS.
#GLoveLetters @DustinAClark
• SEO
• Google Analytics
• Google Webmaster
Tools
• Google PageSpeed
Insights
• Google Mobile Friendly
Test
• UX
• Hotjar
• Unbounce
• Google Webmaster
Tools
• Google PageSpeed
Insights
• Google Mobile Friendly
Test
INDESPENSIBLE TOOLS FOR YOUR DIGITAL
MARKETING MACHINE
#GLoveLetters @DustinAClark
What about the Internet of Things?
Image: Amazon
#GLoveLetters @DustinAClark
KEYWORDS
ARE DEAD!
#GLoveLetters @DustinAClark
HOW DOES GOOGLE WORK?
• Catalogs the
internet
• Queries its
database
• Compares info in
DB to search query
• Delivers results
Image: Plexis
#GLoveLetters @DustinAClark
LANGUAGE IS EVERYTHING
Internet of Thing uses
data to deliver results
• Siri, Cortana,
Google Now
• GPS and Maps
• Voice-responsive
devices like
Amazon Echo
Image: Wired
#GLoveLetters @DustinAClark
Source: Cisco
BY 2020, 50 BILLION “THINGS” WILL BE
CONNECTED TO THE INTERNET
#GLoveLetters @DustinAClark
METADATA IS THE
GROUNDWORK FOR TOMORROW.
SKIP IT AND YOU’LL BE
FORGOTTEN IN THE FUTURE.
#GLoveLetters @DustinAClark
#GLoveLetters @DustinAClark
QUESTION THE LOVE?QUESTION AND ANSWER SEGMENT
LOVE LETTERS FROM
SEO, UX AND
THE INTERNET OF THINGS
by @DustinAClark
#GLoveLetters @DustinAClark