• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Mo jfdj exploration_final
 

Mo jfdj exploration_final

on

  • 428 views

 

Statistics

Views

Total Views
428
Views on SlideShare
350
Embed Views
78

Actions

Likes
0
Downloads
6
Comments
0

2 Embeds 78

http://www.jellyfish.co.uk 73
http://jell.build.cms.jellyfish.net 5

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Mo jfdj exploration_final Mo jfdj exploration_final Presentation Transcript

    • #digitaljourneysExploration, serendipityand the art of SEO & socialby Matt Owen | 18 July 2012© Jellyfish 2012
    • Matt Owen (@mattlloydowen) Head of UK Agency, Global SEO & Social Matt has 20 years’ experience in sales and marketing and is a Fellow of the Chartered Institute of Marketing (FCIM). Joined Jellyfish in 2010 after a three year stint as Group Account Director with iCrossing UK. As Head of UK Agency, Matt leads the UK teams forward, working with key clients such Fidelity, Berkeley Group and Pfizer. Matt plays guitar in a punk-folk band, supports Nottingham Forest, drives a Volvo and cooks great roast potatoes (goose fat is the secret!)Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Explorer, pioneer, leaderDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Key facts› 37,560 miles, 3 years› 18 survivors from 237› One ship from five› How did they get there?Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Magellan – the pitchDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Best dataavailable atthat timeDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • A pioneering achievement‘The idea of the voyage itself had relied onthe not-undisputed idea of a spherical Earth.The circumnavigation completed byMagellan’s expedition thus confirmed theconception of the world as a globe’Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Today’s explorersDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Good data = Good result?"Magic is an elusive force," admits John Hegarty.He came up with "Vorsprung Durch Technik" when he saw it on afaded piece of old publicity material on a visit to an Audi factory.Even then, the market research came back negative but Audibosses eventually ran the slogan. "Another example of how muchadvertising research is useless," says Hegarty.Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Serendipitous PPC data – UK dating site› i married an arsehole› olly murs tickets cardiff concert tickets› i m lonely› was adolf hitler married› olympic games dates*Serendipity – unexpected coincidence (Jeff Jarvis)Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • And some more...› Share my girlfriend – financial title› Nursing bra - online nursing degree lead› rubbish investment tips - financial title› solar f**k*ng panels – energy supplier› Online stopwatch – doctoral degree programme› pat butchers wallpaper – lifestyle title› do they have jellyfish in cyprus – leading UK online agencyDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Data reliance ≠ innovation, growthDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Journeys - the traditional marketing modelDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • 2.0Google Study 2011Google asked Shopper Sciences to do a comprehensive studyof 5,000 shoppers across 12 categories, from groceries to carsto financial products.The goal: show where influence takes place as shoppers move fromundecided to decided.The data revealed that the average shopperused 10.4 sources of information to make adecision in 2011, up from 5.3 sources in 2010.Yes, that number nearly doubled in one year!Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • User journeys - the new mental modelDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • The new sources of information ZMOT› Talked with friends/family about the product › Talked to a customer service representative online› Searched online, used a search engine › Searched the web for information with my mobile phone in the store› Comparison shopped products online › Saw product mentioned on a social networking website like Facebook› Sought information from a product brand/manufacturer website › Received a referral notice from a friend online› Read product reviews or endorsements online › Commented on a product mentioned on a social networking website› Sought information from a retailer/store website › Commented on a blog that discussed product› Read comments following an article/opinion piece online › Searched for a coupon with my mobile phone before shopping› Became a friend/follower/”liked” a brand › Saw an ad/coupon sent to my mobile phone› Watched videos about product online › Looked for coupons on a retailer/store website› Read/visited a blog that discussed product › Participated in a chat or discussion online about product› Searched for information with my mobile phone before shoppingDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • The new sources of information ZMOT 76% 84% 77% Stimulus ZMOT FMOTDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • What does this mean?Every brand needs to considerthe role of the Zero MomentOf Truth, and build effectivestrategies and processes tomaximise this impact on successDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Complexjourneys,hard tomeasure,predictDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Mapping SEO& social objectivesDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • The art of SEO forecasting – in practiceRequest from major UK high street brand,value driven fashion sector:‘Our objective is to achieve no. 1 rankings acrossall key products. Please supply a one year MOM forecastwhich will achieve our annual traffic and turnover targets’Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Not too much detail requested SEO Generics SEO Brand no. of Conversi Expecte Average no. of Convers Expecte Average Visito on Rate no. of d Order Visitor ion no. of d Order Month rs Costs % OrdersRevenue Value s Costs Rate % Orders Revenue Value Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug SepDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Stage one – rankings predictionsDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Rankings predictions – some detailDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Rankings predictions – more detailDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Rankings predictions – even more detailDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Rankings predictions – accuracy check!› How many keywords? 100, 1,000, How much effort?› What about the ‘halo’ effect?› And of course: › Competitor activity levels › Algorithm changes › On-site challengesDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Stage two - traffic predictions Percent Of Traffic by Google ResultDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Traffic predictions – generic CTR, #1 = 30%Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Traffic predictions – brand, CTR #3 = 10%Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Traffic predictions – hang on…Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Traffic predictions – accuracy check!› Search volume estimations are inaccurate› CTR will vary depending on: › Brand or generic keywords › Brand strength / association with search term › SERPs environment (text, universal results) › SeasonalityDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • The art of SEO forecasting – in practice› ...is absolute guess work› It will be inaccurate› Potentially misleading› Only valid for single keywords, very narrow keyword group, with good knowledge of SERPs challenge and actual traffic dataDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Game over;or think like MagellanDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Would Keyword URL Pos. Search volumewe have cheap flights www.skyscanner.net/ 2 694250 cheap flights to new york www.skyscanner.net/flights-to/nyca/cheap-flights-to-new-york.html 2 59541 cheap flights to india www.skyscanner.net/flights-to/in/cheap-flights-to-india.html 2 25205 cheapest flights www.skyscanner.net/ 1 21533achieved cheapflights www.skyscanner.net/ cheap flights to amsterdam www.skyscanner.net/flights-to/ams/cheap-flights-to-amsterdam-airport.html www.skyscanner.net/flights/uk/au/cheapest-flights-from-united-kingdom-to- 2 3 20850 15516this? cheap flights to australia australia.html 4 15441 cheap flights to turkey www.skyscanner.net/flights-to/tr/cheap-flights-to-turkey.html 3 15350 cheap tickets to india www.skyscanner.net/flights-to/in/cheap-flights-to-india.html 2 13991 cheap flights to malaga www.skyscanner.net/flights-to/agp/cheap-flights-to-malaga-airport.html 2 13441 cheap flight www.skyscanner.net/ 1 13208 cheap flights to tenerife www.skyscanner.net/flights-to/tene/cheap-flights-to-tenerife.html 2 13033 cheap flights to paris www.skyscanner.net/flights-to/pari/cheap-flights-to-paris.html 2 12258 cheap flights to cyprus www.skyscanner.net/flights-to/cy/cheap-flights-to-cyprus.html 3 11327 cheap flights to dubai www.skyscanner.net/flights-to/dxb/cheap-flights-to-dubai-airport.html 1 10736 cheap flights to dublin www.skyscanner.net/flights-to/dub/cheap-flights-to-dublin-airport.html 1 10047 cheap flights to alicante www.skyscanner.net/flights-to/alc/cheap-flights-to-alicante-airport.html 2 8919 cheap flights to spain www.skyscanner.net/flights-to/es/cheap-flights-to-spain.html 3 8725 cheap flights to bangkok www.skyscanner.net/flights-to/bkkt/cheap-flights-to-bangkok.html 2 8575 cheap flights to barcelona www.skyscanner.net/flights-to/bcn/cheap-flights-to-barcelona-airport.html 1 8011 cheap flights to pakistan www.skyscanner.net/flights-to/pk/cheap-flights-to-pakistan.html 1 7450 cheap flights to rome www.skyscanner.net/flights-to/rome/cheap-flights-to-rome.html 3 6841Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Or tackled this?Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Or tackled this?Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Social media impact..?Digital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Correlations are helpful - Twitter› After 5,000 tweets the average ranking of URLs improves considerably› URLs receiving over 7,500 tweets almost always rank inside the top 5 results› Average rankings are heavily correlated to the number of tweets about each URLDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Google+ correlationDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Authorship correlation› Analysed the authorintegrations in theSERPs for a millionkeywords in google.com› So, 17% of searchesdelivering first pagecontent which featureda rel=author signalDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Ranking factors UKDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012
    • Observations› It’s a complex (digital) landscape – expect the unexpected› SEO and social is tough to predict› Signals becoming increasingly diverse and subtle Correlations can help, but don’t rely on data, especially for long term planning› Challenging for ‘traditional’ digital thinking (acquisition focus)› Opportunities exist, pioneering approach requiredDigital Journeys | Exploration, serendipity and the art of SEO & social | 18 July 2012