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Robin Fishley | Saatchi & Saatchi | Brighton SEO slides April 2017 | A new way to think about search, ethics and the future

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Robin Fishley's Brighton SEO takeaway:
- Align your content strategy with your business strategy

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Robin Fishley | Saatchi & Saatchi | Brighton SEO slides April 2017 | A new way to think about search, ethics and the future

  1. 1. Robin Fishley Saatchi & Saatchi Brands, Search and Content A new way to think about search, ethics and the future
  2. 2. “We did search in 2007, it was rubbish”
  3. 3. What brands need to understand is that searching is still the biggest channel and searching is ALMOST ALWAYS the first step in a purpose driven environment Search serves a dual purpose: relevancy and visibility All this search value hinges around the content we create and curate
  4. 4. Impossible RelevantIrrelevant Possible
  5. 5. Impossible RelevantIrrelevant Possible Madness Fodder Good Greatness
  6. 6. Impossible RelevantIrrelevant Possible Madness Fodder Good Greatness What SEO’s Think of Their Web Content
  7. 7. Impossible RelevantIrrelevant Possible Madness Fodder Good Greatness What the Media Agency Thinks
  8. 8. Impossible RelevantIrrelevant Possible Madness Fodder Good Greatness What Ad Agency Agencies Think
  9. 9. Impossible RelevantIrrelevant Possible Madness Fodder Good Greatness meh What Brands Think of “SEO” content
  10. 10. Actually content is a lot more complex than this.
  11. 11. Impossible RelevantIrrelevant Possible Madness Good Greatness SPAM Fodder
  12. 12. Impossible RelevantIrrelevant Possible Madness Good Greatness SPAM Fodder CONTENT MILL
  13. 13. Impossible RelevantIrrelevant Possible Madness Good Greatness SPAM CONTENT MILL WELL EXECUTED SEARCH CONTENT Fodder
  14. 14. Impossible RelevantIrrelevant Possible Madness Good Greatness SPAM CONTENT MILL WELL EXECUTED SEARCH CONTENT Fodder GREAT ADVERTISING
  15. 15. Most brands don’t understand what content is, or even what they need from their content. That’s our job.
  16. 16. Reminder: Content is anything, fact or fiction that has been released to an audience that provides a benefit either entertaining or educational. Anything an entity (person or brand) purposefully communicates is then classified as “content”. This definition stretches to cover big budget Christmas ads through to a tweet. Metacontent is a deeper construct: Hashtag, Trend, Meme – but its still content.
  17. 17. How do we make search content great content
  18. 18. 1: Align
  19. 19. Brand Hierarchies
  20. 20. Align the content strategy with the brand hierarchy, business needs and organizational structure
  21. 21. 2: Clearly Define the Role of the content
  22. 22. Role and responsibility of your Content: Purposeful • Relevant and Beneficial (to both the User and to the Brand) • Mulitfunctional (obviously) Honest • Unambiguous (don’t trick people) • Ethical • Not a sweatshop Current & Future Proof • Up to Date • Evolving • Forward Compatible
  23. 23. Purpose: • Clients often don’t know the purpose of their content • We need to help define that purpose Future Proofing • How will google be treating this type of content in the future • If we project current trends – and imagine that one day everyone will have perfectly optimized sites and perfect outreach strategies – what are the things that will differentiate us form them? Thinking outside of the traditional constraints of context, volume and technical aspects
  24. 24. An example of Multifunctional Content Nutritional Information chart: Need not be a grid of numbers, use the opportunity to teach the customers about the benefit of each of the elements on the nutritional chart. i.e. * foods that are high in phosphorous help improve your bone density and growth – phosphorous is good for you - a serving of our biscuits contain 10% of your daily RDA of phosphorous but children are encouraged to eat twice the amount of phosphorous.
  25. 25. 3: Think about the greater good
  26. 26. Content is not simply a conduit? Google will have to use more and more constructs to figure out the best results to show for queries. Once Search Engines delve deeper into actually “understanding” content - then it will be able to apply different types of ranking signals to ascertain the value of said content. One of these ranking signals will be ethics i.e. what is the value of this information to the world as a whole. How does this value compare with the rest of the competitors in the pile. What would happen if everybody in the world had this knowledge and used it. Would it make sense to rank this piece of content higher than that one?
  27. 27. Will Algorithms ever use ethical evaluation of content? Applying rules like Kantian universality to ideas and precepts contained within content Machine learning could easily define content and its goal – a page rank adaptation could be applied to this network to create an additional universality rank.

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