Presentation with SAP Anywhere and Maidenhead Chambers of Commerce - Why Customer Experience is Actually SEO. Learn how two businesses turned around Panda issues to improve engagement - by focusing on what matters most - their customers.

2. Some text

5. “Panda is an algorithm that’s applied to
sites overall and has become one of our
core ranking signals. It measures the
quality of a site, which you can read more
about in our guidelines. Panda allows
Google to take quality into account and
adjust ranking accordingly.”
Google

7. A L P H A B E T ’ S R E V E N U E

8. C U S T O M E R E X P E R I E N C E I S A C T U A L LY S E O

9. PA N D A U P D AT E D
24th October 2014
Panda update
(oh shit)

10. … but what else
happened here?
N O T E V E R Y T H I N G I S D O W N

11. This looks even
worse!
C O N T E N T S E G M E N T S - Y E U C H

12. Ahh… this
looks better
E X C L U D E T H AT S E G M E N T …

13. F O C U S O N T H E S E G M E N T

14. • Boring
• Irrelevant
• Badly written
• Hard to read
• Slow to load
• … “Thin Content”
• Low dwell time
• High pogo-stick rate
• In relation to what?
Perception
Panda Reality

15. “If you owned a shop,
and customers spent
an average of 3
seconds in it before
leaving, you’d shut
down within a week.”

17. H O W M & S R U I N E D C H R I S T M A S

20. T H E S E A R E Y O U R C U S T O M E R S

21. http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results

22. http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results

26. https://dejanseo.com.au/web-content/

27. https://dejanseo.com.au/web-content/

29. R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

30. Webmaster Tools Queries
Concise, well-labelled
What’s the next step?
What do you want the user to do?
Skimmable & easy to read
Topic-based keywords as H2
Your conclusion
Too Long, Didn’t Read
What’s the next step?
What do you want the user to do?
R E - A S S E S S I N G H O W W E W R I T E W E B C O N T E N T

32. • Multiple tabs
• Emails
• Slack
• Twitter
• Young people’s social media
• Mobile notifications
• Pies (in the north)
• Someone talking to you (retro)
• ‘Consume’ content differently
• Up & down reading
• Share without reading
• Easy ‘pull the eye’ signals

33. Label it
appropriately –
no surprises
Ronseal
Draw the eye to
the next part of
your content
Different people,
different media

34. • Impatience
• Waffling
• A loss of interest
• Difficulty of consuming
• Difficulty of understanding
• Lack of trust
PA N D A I S A B O U T C O M B AT T I N G

35. • Answer the query quickly
• Cut the crap
• Write well, bring it to life
• Design it in well
• Construct your content
• Invest in design
PA N D A I S A B O U T C O M B AT T I N G B O R E D O M &
L A C K O F T R U S T

36. • The door opened quickly
• Better signage
• Better parking spaces
• Better carpets & lighting
• Customer touchpoints
• Leather chairs & Nespresso
A N D Y W I L K I N S O N F O U G H T PA N D A
B E F O R E A N Y O F U S

38. H O W A R E T H E Y N O W ?

39. A N D T H AT S E G M E N T ?

40. C U S T O M E R E X P E R I E N C E I S A C T U A L LY S E O

41. @clevergareth I don’t bitegareth@cld.agency