#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/+Ph...
Have you been stuck in a rut in 2014?

“People get into a rhythm that
makes them resistant to change.
To understand the mi...
#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 ...
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 ...
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
Mana...
A more integrated approach to SEO
We must future proof our organic profile by understanding where
the landscape is changin...
But hey….Links are still important!
Driving an integrated digital marketing strategy to EARN links
• Brand and consumer co...
PR & Social channels more accountable
Using organic performance to measure the effectiveness of PR &
Social investment
• I...
Now could be the time to push your
Facebook presence – Introducing…
Organic Paid Social!!?
• Facebook CTR is up 275%
YoY
•...
Peer To Peer Validation – Earned Social

• Consumers are 80% more likely to use a brand or website from a
friend liking a ...
Understanding Facebook EdgeRank
SEO, Social and PR teams must understand EdgeRank to create and
disturbed content that rea...
Its not just about Facebook
Creating and distributing unique content to drive a differentiation
between platforms and enco...
#SASCon

THANK
YOU!

phil.mackechnie@MoneySuperMarket.com
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SASCon Mini 2014 - How will you break the cycle of bad SEO/ Marketing

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