21. AGENDA
1. AI WITHIN MARKETING
2. STAYING AHEAD OF SEARCH
3. GOOGLE’S PERFORMANCE MAX
4. GA4 – WHAT YOU NEED TO KNOW
5. THE COOKIELESS FUTURE
22. 1. Understand how you’re performing right now – note down the gaps
2. Audit your top 3 offline and online competitors
3. Write down your top 3-5 core objectives
4. Work out (and share with everyone) your 3-5 core personas – makemypersona.com
5. Tactics time – work out which will help you reach your objectives?
6. Build the right team – understand where your gaps are
7. Create the path from A to B with your resources and budgets – be realistic
8. Build out Google Data Studio reports to track your journey
Actions
64. Google Update rolled out August
2022
“Tackle content that seems to have
been primarily created for ranking
well in search engines rather than to
help or inform people.”
Sites with content which is light on
detail, summarises without adding
value, or is created using automation
may be impacted.
GOOGLE’S HELPFUL CONTENT UPDATE
https://www.optixsolutions.co.uk/blog/googles-new-helpful-content-update
65. • Is the content primarily to attract people from search engines, rather than made for humans?
• Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
• Are you using extensive automation to produce content on many topics?
• Are you mainly summarizing what others have to say without adding much value?
• Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing
audience?
• Does your content leave readers feeling like they need to search again to get better information from other sources?
• Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don’t).
• Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search
traffic?
• Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product,
movie, or TV show when one isn't confirmed?
/blog/2022/08/helpful-content-update
https://developers.google.com/search/blog/2022/08/helpful-content-update
66. • Is the content primarily to attract people from search engines, rather than made for humans?
• Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
• Are you using extensive automation to produce content on many topics?
• Are you mainly summarizing what others have to say without adding much value?
• Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing
audience?
• Does your content leave readers feeling like they need to search again to get better information from other sources?
• Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don’t).
• Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search
traffic?
• Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product,
movie, or TV show when one isn't confirmed?
/blog/2022/08/helpful-content-update
https://developers.google.com/search/blog/2022/08/helpful-content-update
67. GOOGLE UPDATE AUGUST 2022
“Any content, on sites determined to have relatively high
amounts of unhelpful content overall, is less likely to
perform well in search”
68.
69.
70.
71.
72.
73.
74. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
82. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
3. Review optimisation process and possible inclusion of Bing into your strategy
85. “Keyword A” “Keyword B” “Keyword C”
14,000 searches per year 20,200 searches per year 16,500 searches per year
= 50,700 search per year, across all 3 landing pages
CALCULATING SEO BENEFITS
88. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
3. Review optimisation process and possible inclusion of Bing into your strategy
4. Take your 20 most important keyphrases and demonstrate ROI to your board
93. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
3. Review optimisation process and possible inclusion of Bing into your strategy
4. Do some Maths on your most important keyphrases to demonstrate ROI to board
5. Start testing Performance Max campaigns on well converting Ad Campaigns
98. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
3. Review optimisation process and possible inclusion of Bing into your strategy
4. Do some Maths on your most important keyphrases to demonstrate ROI to board
5. Start testing Performance Max campaigns on well converting Ad Campaigns
6. CRITICAL – Ensure you have GA4 up and running in parallel to universal and have data
backed up
102. 1. Safari is already cookie-less
2. Google is moving away from tracking with cookies
3. Chrome will stop using cookies by end of 2024
4. Chrome has 63% market share
106. Enhanced Conversions
Enhanced Conversions can be used to send hashed first-party
conversion data from your website to Google in a privacy-safe way.
This helps to improve the accuracy of your conversion measurement.
107. Enhanced Conversions
Enhanced Conversions can be used to send hashed first-party
conversion data from your website to Google in a privacy-safe way.
This helps to improve the accuracy of your conversion measurement.
108. Enhanced Conversions
Enhanced Conversions can be used to send hashed first-party
conversion data from your website to Google in a privacy-safe way.
This helps to improve the accuracy of your conversion measurement.
109. Enhanced Conversions
Enhanced Conversions can be used to send hashed first-party
conversion data from your website to Google in a privacy-safe way.
This helps to improve the accuracy of your conversion measurement.
110. Actions
1. Consider how chatgpt/ai can be used in your marketing team / day to day tasks
2. Review content against new guidelines (helpful content and EEAT) & update content plan
and optimisation process
3. Review optimisation process and possible inclusion of Bing into your strategy
4. Do some Maths on your most important keyphrases to demonstrate ROI to board
5. Start testing Performance Max campaigns on well converting Ad Campaigns
6. CRITICAL – Ensure you have GA4 up and running in parallel to universal and have data
backed up
7. Reduce reliance on cookies. Improve quality and quantity of 1st party data
