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#dsmmcm1516 guest lecture on Organic Search
- 1. Organic channels for Digital & Social Media Comms
- 2. The rules for today 1. You will learn something (hopefully) 2. Not everything is actionable 3. You may win something 4. Please ask questions 5. I am not always right (just most of the time) BigBrandIdeas©2015
- 3. Who is Dan Bell ? BigBrandIdeas©2015
- 4. My journey through Search BigBrandIdeas©2015
- 5. Who are we… we’re Big Brand Ideas We are much more than just a website design and marketing agency. Strategy Data Positioning Design Development Content Search Engagement Ideas Big Brand BigBrandIdeas©2015
- 9. Not the death of SEO but the query ? "My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it. And [Google Glass] is now, 15 years later, sort of the first form factor that I think can deliver that vision.“ Sergey Brin (Google Co-founder) BigBrandIdeas©2015
- 10. On-site vs Off-site The way in which your website and content are crawled by search engines impacts on where you are displayed in the search engines. The signals that get your content found and ranked are based on a number of off-site signals (links, likes, shares, citations) BigBrandIdeas©2015
- 11. Getting technical Build a great site and they will come: – users and search engines Important parts to concentrate on: • Mobile Testing Tool • Page Speed • Schema • Coding BigBrandIdeas©2015
- 12. Links still count but so do other signals BigBrandIdeas©2015
- 13. Playing dirty happens in lots of niches BigBrandIdeas©2015
- 14. Content, Content, Content Content is not just the written word in 2015 Increased mobile bandwith allows for rich content to be consumed on the go Types of content: Written, pictures, videos, games, interactive storytelling BigBrandIdeas©2015
- 15. Search Engines reward brands By building a brand through different channels you will return a positive ROI You will gain traction not only in search engines but also through community building using social media BigBrandIdeas©2015
- 16. Brands owning their real estate BigBrandIdeas©2015
- 18. Google Now and how it influences the user BigBrandIdeas©2015
- 19. Google knows where you have been BigBrandIdeas©2015
- 20. Google recognition of images BigBrandIdeas©2015
- 21. Commonality in all of that BigBrandIdeas©2015
- 22. BigBrandIdeas©2015 Facebook constantly evolving its search proposition
- 23. BigBrandIdeas©2015 Live video content on Facebook Mentions
- 24. BigBrandIdeas©2015 Twitter Organic visibility dwindling but a lot of people’s go to choice for news Ever more reliant on paid promotion to get organic visibility Twitter firehose pulling into Google is a huge opportunity for brands or potential disaster waiting to happen
- 26. BigBrandIdeas©2015 LinkedIn • Fantastic for building influencer groups to test bed content • Perceived as professional network, but feels like it is becoming more spammy • Post as an influencer within your niche • Be careful as content is indexable and ranks quite well – duplicate content
- 27. BigBrandIdeas©2015 The Future Publishers such as Buzzfeed on aggressive hiring strategies for journalists Niche publications really useful and good for our clients – eg. TechWeekEurope – whitepaper publications
- 28. Social Media and how I use it Amplification of content for clients Brand monitoring My own learning – list of influencers BigBrandIdeas©2015
- 29. BigBrandIdeas©2015 So I ran a little experiment
- 30. No point investing in any form of marketing if you cannot track & measure it Google Analytics Twitter Analytics Facebook Audience Insights Social Bro Social Bakers BigBrandIdeas©2015 Tracking Organic – Results driven
- 31. BigBrandIdeas©2015 Remember your search query may be seen by someone somewhere
- 32. Any questions before we play a little game ?
- 33. BigBrandIdeas©2015 Time for a Brucey Bonus Disclaimer this game is in no way affiliated with Google and the data is representative of the Google Keyword Tool taken on 9th November
- 34. BigBrandIdeas©2015 Higher or Lower Manchester Utd Liverpool FC
- 35. BigBrandIdeas©2015 Higher or Lower 1,830,000 823,000
- 36. BigBrandIdeas©2015 Higher or Lower Home Insurance Pet Insurance
- 37. BigBrandIdeas©2015 Higher or Lower 60,500 90,500
- 38. BigBrandIdeas©2015 Higher or Lower Bread Cheese
- 39. BigBrandIdeas©2015 Higher or Lower 27,100 49,500
- 40. BigBrandIdeas©2015 Higher or Lower Divorce Weddings
- 43. BigBrandIdeas©2015 Higher or Lower 33,100 12,100
- 44. What is Search in 2015 and into 2016 ? I asked a few of my friends/peers/drinking buddies (delete where applicable) BigBrandIdeas©2015
- 45. "Organic Search in 2016 will be just like organic search in 2015. You'll want to ensure that your basics are set up correctly, your technical SEO is as flawless as possible, with no spider blockers, and that you've implemented everything that you should - i.e. schema data. Google has already stressed that with RankBrain they've been moving towards an entity based algorithm, so ensure that your main entities are fully represented on the page (in the metadata and in the content), assuming you actually want to have organic success in 2016“ Simon Heseltine, Senior Director of Audience Development – AOL @simonheseltine BigBrandIdeas©2015
- 46. BigBrandIdeas©2015 "Often it can seem that doing SEO properly is the same as doing what Google wants. That would be a mistake. Google doesn't care about you, and you owe Google nothing. The only obligation you have is to make your client website successful. What Google wants and what SEO needs are not the same - they have much in common, but you need to recognise the differences as well.“ Barry Adams, Founder of Polemic Digital @badams
- 47. BigBrandIdeas©2015 "As Search moves forward, a new consumer is emerging. They want experiences, not products. That's what Millennials want. So...you no longer sell products. You sell experiences." Duane Forrester, Sr. Product Manager - Webmaster Outreach at Bing @duaneforrester
- 48. BigBrandIdeas©2015 "Our concerns for 2016 are about device agnostic performance. Optimising for speed, crawl efficiency, content UX in a seamless experience however the searcher interacts with your pages" Nichola Stott, founder of theMediaFlow @nicholastott
- 49. BigBrandIdeas©2015 “Organic search right now means having a technically sound website as your foundation, that provides just as good an experience on a mobile device as on a desktop (if not better). This foundation is then built on with useful content that is promoted via digital PR and social channels - all working as one.” Paddy Moogan founder of Aira and author of The Link Building Book @paddymoogan
- 50. BigBrandIdeas©2015 “The future of SEO is all about cross-device visibility, and the tactics are changing. Apps, deep links and ASO are now a much more important part of ranking and driving traffic.” Cindy Krum, founder of MobileMoxie @suzzicks
- 51. BigBrandIdeas©2015 “Search going into 2016 is more than just search engines, search engines are attempting to be an answer engine that helps you answer numerous questions as quickly as possible, if they cannot they attempt to display the best websites or apps to answer your query. Google, Baidu and other major market leaders are aiming to become your personal assistant integrating with your phone, providing you cards of information from email, calendar events, travel information and answers from friends.” Danny Denhard, Digital Problem Solver; Consultant / Trainer & Advisor. Founder Denhard Media @dannydenhard
- 52. BigBrandIdeas©2015 Summary of Search in 2016 “provides just as good an experience on a mobile device as on a desktop” - Paddy “The future of SEO is all about cross-device visibility” - Cindy “a new consumer is emerging. They want experiences, not products.” - Duane “seamless experience however the searcher interacts with your pages” - Nichola “become your personal assistant integrating with your phone, providing you cards of information from email, calendar events, travel information and answers from friends.” – Danny “they've been moving towards an entity based algorithm, so ensure that your main entities are fully represented on the page (in the metadata and in the content)” - Simon “What Google wants and what SEO needs are not the same - they have much in common, but you need to recognise the differences as well.” - Barry
- 53. BigBrandIdeas©2015 “F$$k what Dan tells you in his lecture, it is still all about links - as Fiddy said, Get Links or Die Trying” Andy Barr, founder of 10Yetis @10yetis
- 54. BigBrandIdeas©2015 Takeaway advice • You will never know everything and can never stop learning • Reach out to your network – they are your knowledge bank • Start a blog/website and be active on Twitter – it will not only help you learn, it may also secure you a job • Break a website/get it deindexed (disclaimer. Not a client’s website) • Learn Excel (advanced)
- 55. BigBrandIdeas©2015 Pssssstttt we are Hiring
- 56. Thanks for listening Prizes for the best questions
Editor's Notes
- 1995 original project name