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Data Sources to Produce Better Organic Visibility - Nick Kruger, Ogilvy SA

Effective SEO requires access to multiple data sources. This talk will look at various different tools and applications you can use to ensure you have all the research required to set about an impactful organic search strategy. Key Takeaways: How to utilise data sources. What areas you can optimise of your digital stack. Correct steps in organic optimisation.

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KEYNOTE
Nick Kruger
SEO Director for Ogilvy Digital
Ogilvy SA
SEO Data-driven Decision &
Big Data; Content Marketing
& Customer Engagement
CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
OCT / 2023
OCT / 2023
SEOandthedatasource
thatdriveit
DigiMarcon SA
2023
OCT / 2023
OCT / 2023
FINAL THOUGHTS / 23
THE ORGANIC DATA WE GATHER / 10
WHY ORGANIC MATTERS / 03
THE NEED FOR DATA / 07
ADDITIONAL DATA SOURCES / 18
/CONTENTS
OCT / 2023
WHYORGANIC
MATTERS
OCT / 2023
OCT / 2023
2
1
3
4
5
6
7
8
9
10
RATING
CTR
2.6%
2.9%
3.3%
4.1%
5.1%
7.4%
8.1%
11.4%
17.1%
34.2%
0% 10% 20% 30%
AVERAGE CTR
CTR ORGANIC RANKING
GoogleCTR
Organic
Of all traffic
entering
websites, 73%
comes from
organic search
results
*BrightEdge
WHYORGANICMATTERS
OCT / 2023
SEARCHINTENT
It’s not only about getting rankings but rankings for
keywords that match your actual intent.
For example, if you are an online seller and are mostly
optimized for informational keywords, you might want
to look at migrating your website to be more
optimized for transactional intent keywords.
INFORMATIONAL
Based around gaining further knowledge
NAVIGATIONAL
Pointing out specific pages
COMMERCIAL
Leaning towards market research
TRANSACTIONAL
Intention is to perform an action/convert
Hint: URLs are an excellent indicator of a page’s
intent! Posts that contain target keywords or similar
terms in the url have a 45% higher CTR compared to
those that don’t.
*Backlinko
Ad

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Data Sources to Produce Better Organic Visibility - Nick Kruger, Ogilvy SA

  • 1. KEYNOTE Nick Kruger SEO Director for Ogilvy Digital Ogilvy SA SEO Data-driven Decision & Big Data; Content Marketing & Customer Engagement CAPE TOWN, SOUTH AFRICA ~ OCTOBER 25 - 26, 2023 DIGIMARCONAFRICA.COM | #DigiMarConAfrica
  • 2. OCT / 2023 OCT / 2023 SEOandthedatasource thatdriveit DigiMarcon SA 2023
  • 3. OCT / 2023 OCT / 2023 FINAL THOUGHTS / 23 THE ORGANIC DATA WE GATHER / 10 WHY ORGANIC MATTERS / 03 THE NEED FOR DATA / 07 ADDITIONAL DATA SOURCES / 18 /CONTENTS
  • 5. OCT / 2023 OCT / 2023 2 1 3 4 5 6 7 8 9 10 RATING CTR 2.6% 2.9% 3.3% 4.1% 5.1% 7.4% 8.1% 11.4% 17.1% 34.2% 0% 10% 20% 30% AVERAGE CTR CTR ORGANIC RANKING GoogleCTR Organic Of all traffic entering websites, 73% comes from organic search results *BrightEdge WHYORGANICMATTERS
  • 6. OCT / 2023 SEARCHINTENT It’s not only about getting rankings but rankings for keywords that match your actual intent. For example, if you are an online seller and are mostly optimized for informational keywords, you might want to look at migrating your website to be more optimized for transactional intent keywords. INFORMATIONAL Based around gaining further knowledge NAVIGATIONAL Pointing out specific pages COMMERCIAL Leaning towards market research TRANSACTIONAL Intention is to perform an action/convert Hint: URLs are an excellent indicator of a page’s intent! Posts that contain target keywords or similar terms in the url have a 45% higher CTR compared to those that don’t. *Backlinko
  • 7. OCT / 2023 The focus of SEO is to optimise your website for technical, on-page and off- page elements with the aim of growing your performance. WEBSEOAREAS 1 URL structure Meta tags Content Compliance Internal Linking Alt Text Image & Object Compression ON-PAGE ELEMENTS 2 Indexation Mobile Optimization Device Rendering Security XML sitemap Page Experience TECHNICAL ELEMENTS 3 Referring Domains Link Rating Anchor Text Profile Analytics OFF-PAGE ELEMENTS 4 Local Keywords Directory Listing Location-specific Pages Google My Business Google Maps LOCAL ELEMENTS
  • 9. OCT / 2023 OCT / 2023 DEFINITELY NOT PERSONAL DETAILS OF CONSUMERS Insights that allow us to make the correct marketing decisions. As with all forms of marketing, research is required. Data in the organic space is research gathered to help us make calculated decisions. Google is 90% of the search engine market. Make sure your research aligns with best practices according to them. *statcounter WHATISDATAINSEO?
  • 10. OCT / 2023 OCT / 2023 Understanding the path or process a consumer will follow until they get what they want from your business is key to defining the role of search. JOURNEY INFORMED We leverage the power of keyword and audience planning tools to make we are present when audiences are seeking information or to take a specific action INTENT DRIVEN Know where you are starting from. How do you measure success if you don’t know your reference in place? Evaluating competitors via competitor analysis is helpful in this area. PERFORMANCE ENABLED The data you pull surrounding content might paint a different picture to the technical data found. Important to understand on page and technical data, and how they assist each other. TECHNICAL + CONTENT DATAREQUIREMENTS APPROACHTOORGANICSEARCH
  • 12. OCT / 2023 The technical landscape of your website determines what pages can be crawled and indexed. The example right indicates a website where 136 pages are being redirected. If keyword research had first been conducted, time and money potentially wasted. Important Starting Point: + Crawlability + Indexability + Duplicates + Errors + Technical health Data Sources: + Screaming Frog / SiteBulb TECHNICAL THESTARTINGPOINT
  • 13. OCT / 2023 OPTIMISATION WHATPLATFORMARE YOUOPTIMISING? After your technical analysis, it’s about which digital platform you’re looking to optimize. Search is not limited to just traditional web traffic search engines. Owned platforms? + Website + App Account visibility? + Video + Location User-experience? + CVR Optimisation
  • 14. OCT / 2023 WEBSITE ONPAGEORGANIC VISIBILITYOPTIMISATION Discover what keywords you want and need to optimise your website’s content. Do competitor analysis to see where competitors are stronger. SEO tools + SEMrush + AHrefs + BrightEdge See how users are interacting with your website, plus what content is driving performance. Analytics + Ga4 + Adobe Analytics How do search engines see your website? What do they recommend you improve? Webmaster tools + Google search console + Bing webmaster tools THE TOP ORGANIC SEARCH RESULT GETS ON AVG. 19x MORE CLICKS THAN THE TOP PAID SEARCH RESULT!
  • 15. OCT / 2023 APP ONPAGEORGANIC VISIBILITYOPTIMISATION Apps also require app store optimisation for app search visibility. What are people searching? What visibility do competitors have? + Keywords + Images + Description + Essential Details + User Experience App tools + App Annie App analytics + App store connect + Play console
  • 16. OCT / 2023 VIDEO VIDEOORGANIC VISIBILITYOPTIMISATION YouTube channels provide you with a chance to better engage with users, plus the subscription aspect allows for CRM. YouTube is also a search engine, and as with Google search, there are guidelines for outranking content creators so users find your videos first. + Tags + Title and descriptions + Use of keywords + Imagery + Transcripts + YouTube cards Data Sources / Analytics + YouTube Analytics Data Sources / Tools + vidIQ / TubeBuddy 89% OF YOUTUBE VIEWERS BELIEVE CREATORS PROVIDE THE BEST INFORMATION ON BRANDS AND PRODUCTS. *Google
  • 17. OCT / 2023 LOCATION LOCATIONLISTING VISIBILITYOPTIMISATION Even though we’re in the digital age, most users need to visit physical locations on a daily basis. Digital location listings offer the chance to connect better with users, as well as offer an extra data source for improved decision-making. + Local SEO keywords + Comments response + Correct addresses + Front of- and in-store imagery + Promotions and updates Data Sources / Analytics + Google My Business Data Sources / Tools + Location Bank / Social Places 98% OF PEOPLE READ ONLINE REVIEWS OF LOCAL BUSINESSES. *BrightLocal
  • 18. OCT / 2023 TESTING A/BTESTING Why not create your own data? Getting users into a website is one thing, but improving the CVR is another. A/B testing allows you to test 2 versions of the same page against each other to see which one improves conversions. Data Sources / Analytics + Google Optimize Data Sources / Tools + Hotjar
  • 20. OCT / 2023 GOOGLETRENDS SHAREOFSEARCH Google trends helps you see how much popularity your brand has compared to your closest competitors. Helpful for: + Content ideas + Performance reporting + Monitoring competitors + Geographical popularity + Popular related Keywords
  • 21. OCT / 2023 ARTIFICIAL INTELLEGENCE SEOINTHEAGEOFAI 84% OF BLOGGERS SAY AI HAS IMPACTED THEIR SEO STRATEGY IN 2023. *HubSpot Ai is playing a huge impact in the organic search space. Content can now be generated in minutes, as opposed to going the more time-consuming and expensive route. However, search engines are not fans of ai content, and are updating algorithms to eliminate ‘unhelpful content’. Helpful for: + Content generation + Market research + Keyword analysis + Generation of technical code + Time saving aspect
  • 22. OCT / 2023 INTERNALSITE SEARCH ENGAGEMENTINSIGHTS Use the searches entered into your internal site search to know what users most want out of your website. You might have users looking for a product of a specific type that can be unlocked by analyzing your internal site search results. ALMOST 70% OF CONSUMER S HEAD TO SITE SEARCH WHEN LANDING ON AN ONLINE RETAILER’S
  • 23. OCT / 2023 ECOMMERCE OPTIMISATION AMAZONSEO OGILVY is in the process of optimizing product listings to help them rank higher in product searches on Amazon.com. This also includes assisting with creating structured templates and playbooks on best practices to assist and educate clients. KEYWORDS, IMAGERY, DESCRIPTIONS, REVIEWS all play a crucial role, as with almost all organic search sources. BACKEND KEYWORDS KEYWORDS KEY FEATURES PRODUCT DESCRIPTION PRODUCTS IMAGES PRODUCTS TITLES PRODUCT PRICING
  • 25. OCT / 2023 OCT / 2023 ROI / COSTEFFECTIVENESS Organic search, along with referral traffic, is the largest and most effective source of marketing ROI for brands. *SEMRush With SEO, expect long-term results that might take longer to achieve, but come at less cost and higher revenue.
  • 26. THANK YOU THANKYOU 26 THANK YOU THANKYOU 26 Copyright © 2023 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request.