SASCon Mini 2014 - How will you break the cycle of bad SEO/ Marketing
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SASCon Mini 2014 - How will you break the cycle of bad SEO/ Marketing

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    SASCon Mini 2014 - How will you break the cycle of bad SEO/ Marketing SASCon Mini 2014 - How will you break the cycle of bad SEO/ Marketing Presentation Transcript

    • #SASCon How will you break the cycle of Bad Marketing?
    • About Me Head of Organic Performance – Travel & New Business @akcamiwik linkedin.com/in/philmackechnie plus.google.com/+PhilMacKechnie/ Hashtag: #SASCon 2
    • Have you been stuck in a rut in 2014? “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) 3
    • #SASCon What is Bad Marketing/ SEO? 4
    • SPAM!!! 1
    • SPAM is REALLY bad Marketing! • dfds Source: google.com/insidesearch/howsearchworks/fighting-spam.html 6
    • SPAM is REALLY bad Marketing! • dfds Source: google.com/insidesearch/howsearchworks/fighting-spam.html 7
    • SPAM….Ignores the customer! 8
    • #SASCon Chasing “New” and “Big” and “Shiny”… 2
    • A lack of imagination & good ideas 3
    • Data driven creative thinking Ideas, ideas, ideas • Creative ideation needed to fuel campaigns and strategy • Integration with the data teams • Ideas which are accountable • BIG THINKERS 11
    • Poor Measurement 4
    • Silo’d working & team structure 5
    • Where is search going? Silo’d working & team structure Bad #5 in 2014
    • So what? Why should I care? If it has an IP address 15
    • What’s the solution? in 2014
    • #SASCon Better understanding the Customer 1
    • What is going to be big? more personal, more engaging, more interactive • 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 18
    • Marketing Visitor Funnel Better Emphasis on site conversion Conversion 2
    • Convert more of what you have 20
    • More investment in Mobile 3
    • Mobile search will be a priority 22
    • More investment in tools for performance evaluation 4
    • Push your data partners for bespoke requirements 24
    • Restructure your team for 2014 5
    • Agency Model SEO Engineers Social Manager SEO Analyst SEO Executives Account Manager 26
    • In-House Model SEO Managers Senior SEO Executives SEO Executives 27
    • Expand the skillset of your teams SEO Engineers PR Managers Community Managers Data Analyst Creative Pair Event Managers 28
    • A more integrated approach to SEO We must future proof our organic profile by understanding where the landscape is changing • Understand the wider role of integrated organic search marketing Tech • Ensure that search engine algorithm updates inform our long-term strategy and direction PR Content • Invest more into UGC to drive earned links • Build a network of advocates who relate to our customers Social Data 29
    • But hey….Links are still important! Driving an integrated digital marketing strategy to EARN links • 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 First Learn, then remove the “L” 30
    • PR & Social channels more accountable Using organic performance to measure the effectiveness of PR & Social investment • 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 31
    • Now could be the time to push your Facebook presence – Introducing… Organic Paid Social!!? • Facebook CTR is up 275% YoY • Facebook CPC is down 40% YoY • The drop in CPC’s means Facebook is cheaper and more effective 32
    • Peer To Peer Validation – Earned Social • 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 We must optimise better for social graph • 3 billion pieces of content being shared on Facebook each month 33
    • Understanding Facebook EdgeRank SEO, Social and PR teams must understand EdgeRank to create and disturbed content that reaches the maximum number of consumers • Facebook’s proprietary algorithm, EdgeRank, determines how and when content appears in a users news feed: • • • • Likes Shares Comments CTR 34
    • Its not just about Facebook Creating and distributing unique content to drive a differentiation between platforms and encourage consumers to come back • 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 Our social ecosystem 35
    • #SASCon THANK YOU! phil.mackechnie@MoneySuperMarket.com