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 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

  1. 1. How a great Creative Strategy can boost your SEO Andrew Machin – Head of Creative #B3Seminar
  2. 2. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness #B3Seminar
  3. 3. How can you use design to improve your SEO?
  4. 4. STEP 1 The fundamental paradigm of engagement online
  5. 5. Engagement Sentiment Relevance Quality Structure is looking for ‘human’ signals Satisfaction Authority Freshness #B3Seminar
  6. 6. Engagement Sentiment Relevance Quality Structure can express all of this Satisfaction Authority Freshness #B3Seminar
  7. 7. What should we be creating to get people interested in your brand? #B3Seminar
  8. 8. “We are interested in others when they are interested in us.” Publilius Syrus – 1BC #B3Seminar
  9. 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. 10. Emotional Response Your ‘Brand’ is the of others towards you.
  11. 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. 12. Them!
  13. 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. 14. STEP 2 Designing your website
  15. 15. The most important place creativity can affect your SEO is your website #B3Seminar
  16. 16. TRUST ENGAGEMENT CONVERSION USABILITY AUTHORITY STRUCTURE #B3Seminar
  17. 17. First, it is important to understand how people read web pages… #B3Seminar
  18. 18. First, it is important to understand how people read web pages… THEY DON’T Jacob Nielson – useit.com #B3Seminar
  19. 19. How long do you have to engage a user? Jacob Nielson – useit.com #B3Seminar
  20. 20. How long do you have to engage a user? 3.8 seconds Jacob Nielson – useit.com #B3Seminar
  21. 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. 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. 23. Or else… The user returned to search. You did not satisfy their objectives. #B3Seminar
  24. 24. How do we establish Relevance?
  25. 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. 26. Relevance #B3Seminar
  27. 27. Relevance #B3Seminar
  28. 28. How do we establish Trust?
  29. 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. 30. Trust
  31. 31. We engaged the user… What next…? Jacob Nielson – useit.com #B3Seminar
  32. 32. GOAL #B3Seminar
  33. 33. £ GOAL Traffic YOUR SITE % achieve an objective #B3Seminar
  34. 34. Satisfaction? £ GOAL Traffic YOUR SITE % achieve an objective #B3Seminar
  35. 35. Remember; Google wants the full picture… GOAL #B3Seminar
  36. 36. Ensure your web design is Usable
  37. 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. 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. 39. Ensure your web design is Responsive
  40. 40. #B3Seminar
  41. 41. Poor experience on mobile… …they leave
  42. 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. 43. You have 3 options… Fully responsive Dynamically served HTML & CSS Mobile version #B3Seminar
  44. 44. It will massively affect your performance +100% MOBILE CONVERSION +51% MOBILE CONVERSION +20% CLICK THROUGH RATE +28% TRAFFIC INCREASE #B3Seminar
  45. 45. Each require very specific and different methods of technical implementation. Getting it wrong could put you in the firing line for Panda.
  46. 46. A quick Example
  47. 47. #B3Seminar
  48. 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. 49. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness #B3Seminar
  50. 50. STEP 3 Taking an interest in others
  51. 51. Where do we Start?
  52. 52. …it takes people to make the dream a reality.
  53. 53. Audience
  54. 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. 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. 56. APPEALING NEWS WORTHY USEFUL PROVOCATIVE ORIGINAL Time to ENTERTAINING
  57. 57. What can we Create?
  58. 58. Info/interactive graphics
  59. 59. On-site tools, games & hubs #B3Seminar
  60. 60. The right Tools
  61. 61. #B3Seminar
  62. 62. A final example Example
  63. 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. 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. 65. Thank You Andrew.Machin@branded3.com @The_Machin #B3Seminar
  66. 66. #B3Seminar @Branded_3

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