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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

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  • 1. #SASCon How will you break the cycle of Bad Marketing?
  • 2. About Me Head of Organic Performance – Travel & New Business @akcamiwik linkedin.com/in/philmackechnie plus.google.com/+PhilMacKechnie/ Hashtag: #SASCon 2
  • 3. 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
  • 4. #SASCon What is Bad Marketing/ SEO? 4
  • 5. SPAM!!! 1
  • 6. SPAM is REALLY bad Marketing! • dfds Source: google.com/insidesearch/howsearchworks/fighting-spam.html 6
  • 7. SPAM is REALLY bad Marketing! • dfds Source: google.com/insidesearch/howsearchworks/fighting-spam.html 7
  • 8. SPAM….Ignores the customer! 8
  • 9. #SASCon Chasing “New” and “Big” and “Shiny”… 2
  • 10. A lack of imagination & good ideas 3
  • 11. 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
  • 12. Poor Measurement 4
  • 13. Silo’d working & team structure 5
  • 14. Where is search going? Silo’d working & team structure Bad #5 in 2014
  • 15. So what? Why should I care? If it has an IP address 15
  • 16. What’s the solution? in 2014
  • 17. #SASCon Better understanding the Customer 1
  • 18. 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
  • 19. Marketing Visitor Funnel Better Emphasis on site conversion Conversion 2
  • 20. Convert more of what you have 20
  • 21. More investment in Mobile 3
  • 22. Mobile search will be a priority 22
  • 23. More investment in tools for performance evaluation 4
  • 24. Push your data partners for bespoke requirements 24
  • 25. Restructure your team for 2014 5
  • 26. Agency Model SEO Engineers Social Manager SEO Analyst SEO Executives Account Manager 26
  • 27. In-House Model SEO Managers Senior SEO Executives SEO Executives 27
  • 28. Expand the skillset of your teams SEO Engineers PR Managers Community Managers Data Analyst Creative Pair Event Managers 28
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. #SASCon THANK YOU! phil.mackechnie@MoneySuperMarket.com

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