B3Seminar: How a great creative strategy can boost your SEO - Andrew Machin
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B3Seminar: How a great creative strategy can boost your SEO - Andrew Machin

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It’s no secret that a great idea with some great visual execution will engage users online. But how can we best harness this for SEO benefit? Discover how understanding your audience, a little ...

It’s no secret that a great idea with some great visual execution will engage users online. But how can we best harness this for SEO benefit? Discover how understanding your audience, a little creative thinking, and harnessing social media, can lead to natural, sustainable and effective SEO strategies.

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B3Seminar: How a great creative strategy can boost your SEO - Andrew Machin Presentation Transcript

  • 1. How a great Creative Strategy can boost your SEO Andrew Machin – Head of Creative #B3Seminar
  • 2. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness #B3Seminar
  • 3. How can you use design to improve your SEO?
  • 4. STEP 1 The fundamental paradigm of engagement online
  • 5. Engagement Sentiment Relevance Quality Structure is looking for ‘human’ signals Satisfaction Authority Freshness #B3Seminar
  • 6. Engagement Sentiment Relevance Quality Structure can express all of this Satisfaction Authority Freshness #B3Seminar
  • 7. What should we be creating to get people interested in your brand? #B3Seminar
  • 8. “We are interested in others when they are interested in us.” Publilius Syrus – 1BC #B3Seminar
  • 9. “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie – 1934 #B3Seminar
  • 10. Emotional Response Your ‘Brand’ is the of others towards you.
  • 11. “You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.” Walt Disney
  • 12. Them!
  • 13. Step 1. Summary  Think less in terms of “About Us”  Listen to your audience  Take a sincere interest in them  Tailor your digital presence to their needs  People will take more interest in you  You’ll feed the ZMOT
  • 14. STEP 2 Designing your website
  • 15. The most important place creativity can affect your SEO is your website #B3Seminar
  • 16. TRUST ENGAGEMENT CONVERSION USABILITY AUTHORITY STRUCTURE #B3Seminar
  • 17. First, it is important to understand how people read web pages… #B3Seminar
  • 18. First, it is important to understand how people read web pages… THEY DON’T Jacob Nielson – useit.com #B3Seminar
  • 19. How long do you have to engage a user? Jacob Nielson – useit.com #B3Seminar
  • 20. How long do you have to engage a user? 3.8 seconds Jacob Nielson – useit.com #B3Seminar
  • 21. Why is this? • We all can suffer from Analysis Paralysis • This is why we stereotype – we create mental shortcuts • The same rules apply to your site • This is why we find visualisations (such as info-graphics) so engaging #B3Seminar
  • 22. Your design 3.8 seconds to establish… • • Relevance Are you right for me? Have you answered my question? • • Trust Do you look credible? Can I trust you with my money? #B3Seminar
  • 23. Or else… The user returned to search. You did not satisfy their objectives. #B3Seminar
  • 24. How do we establish Relevance?
  • 25. Relevance • Have a clear, succinct opening proposition • Relevant, quality imagery that backs up the proposition • Visually outline Benefits/ USPs/Features • • Large amounts of text • Sell hard • Be ambiguous • Unclear CTAs • Focus content around “you” Ask/Give the user what they are looking for #B3Seminar
  • 26. Relevance #B3Seminar
  • 27. Relevance #B3Seminar
  • 28. How do we establish Trust?
  • 29. Trust • A great looking site • Stick with an old, dated looking site • Social/professional proofing • Poor content (inc. photography) • Feature authoritative content • Unsupported technology • Accreditations/Awards • “Under construction” • Case studies • No mobile support • Real photography • No security assurance • Responsive/Mobile friendly #B3Seminar
  • 30. Trust
  • 31. We engaged the user… What next…? Jacob Nielson – useit.com #B3Seminar
  • 32. GOAL #B3Seminar
  • 33. £ GOAL Traffic YOUR SITE % achieve an objective #B3Seminar
  • 34. Satisfaction? £ GOAL Traffic YOUR SITE % achieve an objective #B3Seminar
  • 35. Remember; Google wants the full picture… GOAL #B3Seminar
  • 36. Ensure your web design is Usable
  • 37. Why is this important? If a website is difficult to use… If the homepage fails to clearly state what a company offers and/what users can do on the site… If users get lost on a website… If a website's information is hard to read or doesn't answer users’ key questions… …they leave
  • 38. Usability • Is your site design easy to navigate? • Unsupported technology • Does the design conform to best interface usability practice? • Checkouts • Forms • IA • Etc. • Unnecessary obstructions • Cluttered design that obscure objectives for the user • Only show, or make salient, relevant content to the user at that time • Bring user-goal content to the fore • Pop-ups • Test, test, test! • And of course… #B3Seminar
  • 39. Ensure your web design is Responsive
  • 40. #B3Seminar
  • 41. Poor experience on mobile… …they leave
  • 42. Google has issued clear recommendations on what it expects to see from mobile optimised websites https://developers.google.com/webmasters/smartphone-sites/details #B3Seminar
  • 43. You have 3 options… Fully responsive Dynamically served HTML & CSS Mobile version #B3Seminar
  • 44. It will massively affect your performance +100% MOBILE CONVERSION +51% MOBILE CONVERSION +20% CLICK THROUGH RATE +28% TRAFFIC INCREASE #B3Seminar
  • 45. Each require very specific and different methods of technical implementation. Getting it wrong could put you in the firing line for Panda.
  • 46. A quick Example
  • 47. #B3Seminar
  • 48. Web Design Summary  Make your site as good as it can be, both in terms of  Design  Experience & Usability  Streamline your primary pages to be  Engaging  Relevant  Make it responsive
  • 49. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness #B3Seminar
  • 50. STEP 3 Taking an interest in others
  • 51. Where do we Start?
  • 52. …it takes people to make the dream a reality.
  • 53. Audience
  • 54. Understanding your audience • Most brands will have an idea of the audience they want to target • Some go into advanced demographics • If you don’t, then just get out there and ask… • Use your social channels • Conduct surveys • Etc. • Listen • Above and beyond, the key is to discover What are they interested in? #B3Seminar
  • 55. What can you contribute? • Take an interest • Look for connections - What do we have in common? • Use what you have • • • • Data Technology/tools Information Conduct research • • Surveys Use existing data sources #B3Seminar
  • 56. APPEALING NEWS WORTHY USEFUL PROVOCATIVE ORIGINAL Time to ENTERTAINING
  • 57. What can we Create?
  • 58. Info/interactive graphics
  • 59. On-site tools, games & hubs #B3Seminar
  • 60. The right Tools
  • 61. #B3Seminar
  • 62. A final example Example
  • 63. • No data to work with • Very broad target audience • Little conversation around the industry in target audience • Negative sentiment around the industry • Needed to be relevant #B3Seminar
  • 64. Overall Summary  Listen  Take an interest in your audience  Answer their questions  Streamline your primary pages to be  Engaging  Relevant  Responsive  Get out there and enjoy it
  • 65. Thank You Andrew.Machin@branded3.com @The_Machin #B3Seminar
  • 66. #B3Seminar @Branded_3