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Digital Strategy Capita IT VIP Event
The document discusses future-proofing digital strategies, emphasizing the importance of user experience, relevant content, and the role of SEO in engaging audiences. It highlights key factors affecting search rankings, including mobile optimization, content freshness, and community engagement to build authority. Additionally, it stresses the significance of adapting to evolving digital landscapes and the need for marketers to understand their audience and influencers.
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Digital Strategy Capita IT VIP Event
- 1. FUTURE PROOFING YOURDIGITAL STRATEGY Capita IT VIP Resourcing Event Got a questions...? @googledave @phcreative
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- 5. Got a questions...? @googledave @phcreative INBOUNDMARKETING BUYING CYCLE
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- 7. BUT. IT TAKES. EFFORT. Got aquestions...? @googledave @phcreative
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- 9. OLD SCHOOL SEO Overoptimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! Got a questions...? @googledave @phcreative
- 10. GOOGLE HAVE A ‘JEDI’COUNCIL Gota questions...? @googledave @phcreative
- 11. PANDA AND PENGUINSMAKE THIS HAPPEN Got a questions...? @googledave @phcreative
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- 13. OVER 200 FACTORSINFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area Got a questions...? @googledave @phcreative
- 14. OVER 200 FACTORSINFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ Got a questions...? @googledave @phcreative
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- 17. “Think visibility ratherthan rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour” Got a questions...? @googledave @phcreative
- 18. CONVERGANCE OF DIGITALMARKETING Got a questions...? @googledave @phcreative
- 19. But what does itreally mean…? Got a questions...? @googledave @phcreative
- 20. Optimise for humans Got aquestions...? @googledave @phcreative
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- 22. THROUGH SCIENCE AND ART Gota questions...? @googledave @phcreative
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- 26. PERSONA MAPPING Got aquestions...? @googledave @phcreative
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- 28. CONTENT PILLARS Got aquestions...? @googledave @phcreative
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- 36. IF CARLSBERG DID SOCIALNETWORKING Got a questions...? @googledave @phcreative
- 37. WHO WOULD YOUWANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? Got a questions...? @googledave @phcreative
- 38. • A goodconversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! Got a questions...? @googledave @phcreative
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- 44. Once you knowwhat they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide Got a questions...? @googledave @phcreative
- 45. Second largest searchengine Third largest social channel Don’t ignore Got a questions...? @googledave @phcreative
- 46. 40% YouTube viewsin the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google Got a questions...? @googledave @phcreative
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- 49. GOOGLE + SOCIALAND IDENTITY ENGINE Got a questions...? @googledave @phcreative
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- 55. DIGITAL MARKETING ANDMULTI DEVICE EXPERIENCE Got a questions...? @googledave @phcreative
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- 63. SCIENCE FICTION SCIENCE FACT Gota questions...? @googledave @phcreative
- 64. Knight Rider Voice activated computer Siri Gota questions...? @googledave @phcreative
- 65. Terminator Google glass Real-TimeVisuals Got a questions...? @googledave @phcreative
- 66. Interaxon Muse X-Men Thought Control Devices Gota questions...? @googledave @phcreative
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- 69. Thanks for listeningand keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a questions...? @googledave @phcreative