The document discusses how digital marketing and customer experience is changing. It notes that consumers now shop across online and offline channels, with the majority conducting online research before purchases. It emphasizes that digital experiences must be optimized for mobile, where search and social media usage is growing. It provides tips for rethinking goals, mapping tactics to customer touchpoints, understanding intent and personalizing experiences. It highlights the importance of user experience, speed, and content optimization for voice and local search. It also discusses emerging technologies like chatbots, progressive web apps, and how artificial intelligence will continue to transform digital marketing.
SMX West 2018 Optimizing Content for Voice Search & Virtual AssistantsBenu Aggarwal
Apple’s Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant — and in some cases, principal — role in content discovery and conversions.
This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.
The Journey of a Woman Entrepreneur: Innovation, Leadership, and Balance - AA...Benu Aggarwal
Benu Aggarwal grew Milestone Internet Marketing from her living room to four global offices with 300 employees, learn the curves in the road that led her to become a hospitality digital marketing leader. Benu fought her way to the top in a male dominated industry- learn her professional tips for success and what she does not allow to stand in her way of being the best. Additionally, hear how she prioritizes the growing life and work demands that face entrepreneurs today. Learn directly from an entrepreneur the keys to be successful personally and professionally
2021 Business and Digital Marketing TrendsMilestone Inc
In this webinar, Milestone experts Erik Newton and Benu Aggarwal discussed key 2021 digital trends. The audience can use these trends to shape their comprehensive marketing for when business returns to normal.
SMX West 2018 Optimizing Content for Voice Search & Virtual AssistantsBenu Aggarwal
Apple’s Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant — and in some cases, principal — role in content discovery and conversions.
This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.
The Journey of a Woman Entrepreneur: Innovation, Leadership, and Balance - AA...Benu Aggarwal
Benu Aggarwal grew Milestone Internet Marketing from her living room to four global offices with 300 employees, learn the curves in the road that led her to become a hospitality digital marketing leader. Benu fought her way to the top in a male dominated industry- learn her professional tips for success and what she does not allow to stand in her way of being the best. Additionally, hear how she prioritizes the growing life and work demands that face entrepreneurs today. Learn directly from an entrepreneur the keys to be successful personally and professionally
2021 Business and Digital Marketing TrendsMilestone Inc
In this webinar, Milestone experts Erik Newton and Benu Aggarwal discussed key 2021 digital trends. The audience can use these trends to shape their comprehensive marketing for when business returns to normal.
Digital Breakthrough: How To Stay Ahead In 2021
30 mins
Digital breakthrough is needed to engage and convert more customers. Milestone Inc. President, Benu Aggarwal presents the key challenges, opportunities, top trends, and solutions during post-pandemic recovery. How do you align your digital goals and deliver an effective message that moves them through the customer journey.
How Google's BERT Update Impacts Your Digital StrategyBenu Aggarwal
BERT is a machine learning, natural language processing (NLP) framework and helps with whole range of NLP tasks, including entity determination, textual entailment
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
2020 Digital Trends & Must-Haves - Milestone WebinarMilestone Inc
What are the 12 must-haves for your 2020 digital marketing tool bag to create a holistic digital marketing strategy? Milestone President and Founder, Benu Aggarwal, along with Bill Hunt, President, Back Azimuth Consulting, discuss the trends, and break down what's most important for marketers in 2020
2021 business and digital marketing trendsMilestone Inc
In this webinar, Milestone experts Erik Newton and Benu Aggarwal discussed key 2021 digital trends. The audience can use these trends to shape their comprehensive marketing for when business returns to normal.
In her presentation at SMX West 2020, Milestone Inc. President Benu Aggarwal explained why it's critical to align customer vision, goals, buyers' journeys, marketing strategies in RACE format, and expected KPI impact.
This presentation will help you determine what KPIs you need to measure across the customer journey. and teach you how to create reports showcasing critical KPIs and a combination of various channels to show full customer journey maps.
Digital Transformation also known as the 4th Industrial Revolution is effecting how business is done across all industries and globally. Find out more about current and future changes.
Hotel Budget Planning During a PandemicMilestone Inc
In this webinar, Milestone experts Tammie Carlisle and Keith Brophy discussed key trends impacting travel consumers and the opportunities which still exists for a hotels.
2020 has been challenging yet offers opportunities to attract local business, staycations, or leisure travelers. With the right cleaning protocols in place you can still communicate your value and attract travelers to your hotel. Hotel budgeting for 2021 offers opportunities to enhance your digital presence, show case new experiences and become technologically savy
Key topics in this recap video:
• Key trends and review industry stats through the summer season
• Digital transformation and rebuilding your foundation and creative tuning
• Digital storytelling and enhanced customer communication opportunities
• Advanced digital techniques that can give you advantage: Local, AMP, voice search, schemas
• Case studies of hotels doing it right
This is a presentation I delivered at E-commercial 2016, a digital marketing conference in October. The content includes SEO predictions in the world of ecommerce with some advice and best practices to ensure you maximise your website's visibility.
Owen Gill
Hallam Internet
SEO predictions, advice and best practices for the world of ecommerce, helping websites maximise potential visibility. Presented by Owen Gill from Hallam Internet.
Digital Breakthrough: How To Stay Ahead In 2021
30 mins
Digital breakthrough is needed to engage and convert more customers. Milestone Inc. President, Benu Aggarwal presents the key challenges, opportunities, top trends, and solutions during post-pandemic recovery. How do you align your digital goals and deliver an effective message that moves them through the customer journey.
How Google's BERT Update Impacts Your Digital StrategyBenu Aggarwal
BERT is a machine learning, natural language processing (NLP) framework and helps with whole range of NLP tasks, including entity determination, textual entailment
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
2020 Digital Trends & Must-Haves - Milestone WebinarMilestone Inc
What are the 12 must-haves for your 2020 digital marketing tool bag to create a holistic digital marketing strategy? Milestone President and Founder, Benu Aggarwal, along with Bill Hunt, President, Back Azimuth Consulting, discuss the trends, and break down what's most important for marketers in 2020
2021 business and digital marketing trendsMilestone Inc
In this webinar, Milestone experts Erik Newton and Benu Aggarwal discussed key 2021 digital trends. The audience can use these trends to shape their comprehensive marketing for when business returns to normal.
In her presentation at SMX West 2020, Milestone Inc. President Benu Aggarwal explained why it's critical to align customer vision, goals, buyers' journeys, marketing strategies in RACE format, and expected KPI impact.
This presentation will help you determine what KPIs you need to measure across the customer journey. and teach you how to create reports showcasing critical KPIs and a combination of various channels to show full customer journey maps.
Digital Transformation also known as the 4th Industrial Revolution is effecting how business is done across all industries and globally. Find out more about current and future changes.
Hotel Budget Planning During a PandemicMilestone Inc
In this webinar, Milestone experts Tammie Carlisle and Keith Brophy discussed key trends impacting travel consumers and the opportunities which still exists for a hotels.
2020 has been challenging yet offers opportunities to attract local business, staycations, or leisure travelers. With the right cleaning protocols in place you can still communicate your value and attract travelers to your hotel. Hotel budgeting for 2021 offers opportunities to enhance your digital presence, show case new experiences and become technologically savy
Key topics in this recap video:
• Key trends and review industry stats through the summer season
• Digital transformation and rebuilding your foundation and creative tuning
• Digital storytelling and enhanced customer communication opportunities
• Advanced digital techniques that can give you advantage: Local, AMP, voice search, schemas
• Case studies of hotels doing it right
This is a presentation I delivered at E-commercial 2016, a digital marketing conference in October. The content includes SEO predictions in the world of ecommerce with some advice and best practices to ensure you maximise your website's visibility.
Owen Gill
Hallam Internet
SEO predictions, advice and best practices for the world of ecommerce, helping websites maximise potential visibility. Presented by Owen Gill from Hallam Internet.
Webinar - Marketing Metrics Madness in an Account Based WorldEngagio
Featuring speakers from Engagio and Brightfunnel, learn best practices for reporting and attribution on your Account Based Marketing and Sales programs.
Hampton Roads AMA - 2017 Trends in Digital MarketingGrant Simmons
A quick review of likely digital marketing trends, including; The Multi-screen Consumer, Mobile First, User-Centric Experiences, Augmented Reality & Voice Search | Grant Simmons - Homes.com
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer
Every interaction with a consumer is a chance for a brand to surprise and delight—or a missed opportunity to do so. Topics in this webinar include: How marketers are making improvements to the customer experience a priority; The effectiveness of data-driven marketing and channel-specific optimization to deliver across traditional and digital channels; What the realities are today for practitioners looking to reach the ultimate single customer view; How marketers are dealing with a consumer journey that’s no longer linear.
Search & Programmatic in the Post-Digital WorldCatalyst
Originally presented by Forrester's Susan Bidel at Catalyst and Yahoo's 2017 Digital Boost event, this presentation discusses what brands need to know for effective search and programmatic campaigns in the post-digital age.
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
Instagram marketing in 2017; combining organic and paid strategies by ad rollArabNet ME
The modern customer journey is complex. So it’s important to focus on the key moments that can help inspire people to buy your product or service. Social is no longer just about conversation and content; it’s now an established channel for customer acquisition, remarketing and engaging existing customers to support retention programs. Join Sarah Cunningham, Head of Demand Generation at AdRoll EMEA, as she dives into the new world of Instagram Marketing and highlights brands in UAE and worldwide that are getting it right!
How Sales Can Help Generate More Leads Than Ever Before - Arnie Kuenn, Vertic...Sales Summit
Prospects are more informed before the point of purchase than in any other point in history. Forrester reports that potential buyers are now 70% to 90% of the way through the sales process when they finally connect to a salesperson. What’s more: potential customers reward businesses who provide them with honest and helpful content. Do you have content ready for the entire path? Just how do you go about winning with content marketing?
In this session you will learn:
How to move your prospect from awareness to consideration to decision
The best types of content to create for people AND search engines
How you can help produce the right content -- even if you think your business is boring!
How to generate 100’s of content ideas
Similar to Engage 2017 Rethinking Digital Marketing for Customer Experience (20)
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
In an entity-first world, user experience (UX), SEO, and content each have a key role to play. But it's in unifying these three connected elements that the best results can be achieved. In this presentation we are sharing why and how UI/UX and SEO works together.
We are discussing five critical ingredients needed to develop a robust UX/SEO/Content scorecard. You'll also see a real-life example of the measurable impact this approach had on a Fortune 500 brand, and walk away with an easy-to-use digital scorecard you can leverage back at the office. You can also see several strategies which will help you in solving complex problems such as measuring ROI to alignment.
Improve conversions in your ongoing digital initiatives
Future-proof digital assets for discovery and optimal user experience
Implement the illustrated step-by-step process of prioritization, alignment, and deployment
Convince top executives why it's essential to work cross-functionally by defining and delivering on success KPIs
Good content and SEO best practices may no longer be enough to help you to stand out in search. Heading forward, it is mission-critical to have content that is optimized for an omnichannel digital experience, backed by an SEO-first content management system (CMS). But what does a truly SEO-first CMS need to help get you in front of your customers?
This session and ppt explain what it takes to be SEO first. We are covering
top 10 must-haves for an SEO-first CMS. We will highlight the importance of SEO-friendly features (e.g., built-in blogs, FAQ modules, location-based widgets, plugins), digital asset management, redirect management, health monitoring dashboards and much more.
Understand how SEO-first CMS will help increase the visibility and discoverability of your digital content
Know the essential features of an SEO-first CMS built for search
Proactively seek out a CMS that helps boost organic search traffic
Digital Marketing Trends and Must Have for 2023 Benu Aggarwal
Sharing latest Digital Marketing trends and must have for 2023.
As we say goodbye to 2022 and welcome in 2023, it is a great time to review noticeable changes in search and consumer behaviors and next year plan for key digital marketing initiatives. In this webinar, we have discussed most significant search, digital marketing & consumer trends, and the must-haves for digital marketers in 2023.
https://vimeo.com/778999690 (Video)
Developing An SEO-First Content Management SystemBenu Aggarwal
Over 90% of digital content has NO audience, according to studies by Ahref and BrightEdge. As the digital space gets more competitive and content more congested, being discoverable on relevant searches is challenging for every business.
Benu Aggarwal, President and Founder of Milestone Inc., shares the top 10 must-haves for an SEO-first CMS. She highlighted the importance of SEO-friendly features (FAQ modules, location-based widgets, plugins), digital asset management, redirect management, health monitoring dashboards, and much more.
In an entity-first world, user experience (UX), SEO, and content each have a key role to play. But it's in unifying these three connected elements that the best results can be achieved.
Join Benu Aggarwal, Founder and President of Milestone Inc., as she discusses the five critical ingredients needed to develop a robust UX/SEO/Content scorecard. You'll also see a real-life example of the measurable impact this approach had on a Fortune 500 brand, and walk away with an easy-to-use digital scorecard you can leverage back at the office.
Future-proof digital assets for discovery and optimal user experience.
Implement the illustrated step-by-step process of prioritization, alignment, and deployment
Convince top executives why it's essential to work cross-functionally by defining and delivering on success KPIs
Webinar Recap: Leadership lessons by Chip ConleyBenu Aggarwal
Focus on your organization’s culture, accept learning opportunities, grow your skills, problem solve for your customers, use a growth mindset, and practice mindfulness.
In this webinar recap you will hear visionary leader, author, former Joie de Vivre founder and CEO and former AirBNB advisor Chip Conley in conversation with our Founder and President, Benu Aggarwal. They discussed organizational culture development, how to empower employees, what skills are relevant now more than ever, and what the future looks like in the post-pandemic world. Here are some additional take away from the sessions
• The recovery framework and how to lead the team to adapt
• Building an organization culture which helps you thrive during the downturn
• Creating peak experiences by putting employees first who will solve customer problems
• Leadership must-haves to align employees and partners
• Skills that are most valuable today: ownership, communication, problem solving
• How can you add value to your personal careers during a down economy
Chip has helped many people change the way they think about their jobs and helped businesses the world over.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
2. ENGAGE 2017 | July 17 & 18 2017confidential
It’s about
experiences
3. ENGAGE 2017 | July 17 & 18 2017confidential
Because consumers shop online and offline
51% 44%
ONLINEHYBRID
17%
SEE,BUY
32%
PRICE,SEE,BUY
It's less important for a shopper to be present in-store than for the store to be present
wherever and whenever a shopper needs it.
Source: https://www.thinkwithgoogle.com/articles/mobile-shoppers-consumer-decision-journey.html
Research online
and visit a store
to purchase
Research online
and purchase
online
Visit a store first,
then purchase
online
Research online,
visit a store to view,
then buy online
4. ENGAGE 2017 | July 17 & 18 2017confidential
Online is
buying
“touchpoints”
5. ENGAGE 2017 | July 17 & 18 2017confidential
Key search trends are driven by user experience
Blue:
Official Google Updates
Red:
Google/Alphabet
acquisitions
Green:
Main posts in Google
Webmaster blog
Purple:
Main Google patents
published
Brown:
Google products launched in
market
6. ENGAGE 2017 | July 17 & 18 2017confidential
Mobile is changing customer journey
Users juggle devices & services as mobile search grows
Auto Apparel Travel HomeFood Media Beauty Electronics
+30% +40% +25% +45%+30% +20% +30% +40%
Finance
+35%
The typical user owns
3.8 connected devices
75% use social
apps every day
It’s no longer enough to be on the “web” … you need to be … everywhere
7. ENGAGE 2017 | July 17 & 18 2017confidential
Start with goals
Build
loyalists
Brand
protection
Customer
acquisition
Drive direct
revenue
8. ENGAGE 2017 | July 17 & 18 2017confidential
Map goals to your tactics and results
The right content to the right user at the right time.
Set explicit
goals
Identify customer
touch points
Identify your
channels
Measure across
all channels
AMPBoosted
social
Remarketing
ads
Reviews Socialmedia
sweepstakes
Community
engagement
Dynamic
content
9. Framework for mapping goals to
channels and tactics
Consideration
Engagement
Conversion
Awareness
Visibility, presence
Visitation & traffic
Micro-conversions
Purchases, RFPs
AMP Local In-market
display
Things
to do
Remarketing
ads
EmailEvents,
blog,news
Boosted
social
Rich
snippets
Consistent
UNAP
FAQ
Pages
Reviews Branded&
meta-search
Video Social
Social media
sweepstakes
Fresh local
content
Community
engagement
Messages
chat
Email
signups
CRO Remarketing Branded
search
Dynamic
content
Revenue
recovery
11. ENGAGE 2017 | July 17 & 18 2017confidential
Rethink Intent - Personalize User Experience
DREAM
How consumers start
their travel plans
PLAN
The role of mobile
in the planning
process
BOOK
Getting the most from
your booking process
EXPERIENCE
Leveraging the
post-booking
experience
12. ENGAGE 2017 | July 17 & 18 2017confidential
Understand your customers
What we know about your customer
Audience
Young professionals
Primarily couples
College educated
Age 26 – 45
Located in major metro areas Target Messaging
We want to help you plan your
future
We create a relationship with clients
that lasts a lifetime
Full-service solutions to help you
plan your life and fulfill your dreams
Jim and Kathy Miller
GOALS:
Wewant informationon our banking
options and available services.
Wewant to plan for retirementand for
the purchase of our firsthome
Attributes
College educated
Urban professionals
Interested in travel
Want to grow
investments
Motivations
Income
Stability
Growth
Travel
Ambition
Credit
13. ENGAGE 2017 | July 17 & 18 2017confidential
Align Digital Assets with Customer Journey
Dream Plan Book Experience
14. ENGAGE 2017 | July 17 & 18 2017confidential
Making the content visible in search
14
Content + Schema = Context
Schema gives content
“contextual relevance”
Schema are used by
all major search
providers
Schema are critical
for voice search
Building
102 stories
Built 1930
restaurants
Visiting hours
Make bigger
15. ENGAGE 2017 | July 17 & 18 2017confidential
Topical themes … the new keywords
Does the Millwood Inn have an airport shuttle?Millwood Inn airport shuttle
16. Matching user intent with content
Transactional IntentNavigational IntentInformational Intent
Goal: Provide
expertise & positive
shopping experience
Goal: Convince user
to make purchase
Satisfy all search intents with a variety of content
Goal: Attract wider
users that are
unfamiliar with brand
“I want to know” – what,
why, and how?
“About business” “Buy, book, convert”
80%
10%
10%
I WANT TO GO
Guides
How-tos
Tools
FAQ
I WANT TO KNOW
17. Content optimization: Are these questions being
answered? – Informational Queries - 80%
How do I clean
my silver jewelry?
What new spring
charms do you
have?
What should I
get my girlfriend
for Christmas?
Can I return this
necklace?
Do you engrave
wedding rings?
Where was this
bracelet made?
When does the
store close?
What earrings go
with this
necklace?
Create the in-store experience online and in search.
18. ENGAGE 2017 | July 17 & 18 2017confidential
Zero Position leads to High CTR – Optimize for
voice search & User Intent
By 2020, 50%
of search will
come from
voice
19. How user intent and search goes together?
systematicincreaseinrankings
Total
Keywords
Pg. 1
Rankings
Pg.2
Rankings
+85% YoY +957% YoY 100% YoY
21. ENGAGE 2017 | July 17 & 18 2017confidential
Speed, the key to UX
22. ENGAGE 2017 | July 17 & 18 2017confidential
Switch to HTTPS
It’s good for
search
Better for
users
Required for
AMP, PWA
Preferred by
Chrome
23. ENGAGE 2017 | July 17 & 18 2017confidential
Focus on UX for local ranking
Impact of behavioral
signals (how users
interact and engage with
the website) increased
+18.2% vs previous
year
Impact of review signals
increased 21.5% vs
previous year
Source: https://moz.com/blog/local-search-ranking-factors-survey-results-2017
Personalization (19%)
Google My Business
(19%)
Citations (13.3%)
On-page (13.8%)
Links 17.3%)
Reviews
(13.1%)
Social (3.5%)
Behavioral (10.1%)
Local
Pack/Finder
Breakdown -
2017
24. ENGAGE 2017 | July 17 & 18 2017confidential
UX Case study
14% Lead Conversion ratio 7% Lead Conversion ratio 3.3% Lead Conversion ratio
25. ENGAGE 2017 | July 17 & 18 2017confidential
Which listings do we trust? – OTA, Trip Advisor,
Yelp all marking reviews with SCHEMA’s.
26. ENGAGE 2017 | July 17 & 18 2017confidential
Building trust on your domain
28. ENGAGE 2017 | July 17 & 18 2017confidential
Reviews with star drives high CTR
Source:
https://www.brightlocal.com/learn/review-search-
click-through-study/
30. ENGAGE 2017 | July 17 & 18 2017confidential
Google Lens – shows reviews, relevant business
attributes
Hotel Nikko San Francisco
4.3
4-star hotel - Tenderloin
Augmented reality,
mix the data from
WWW with the real
world, in real time
31. ENGAGE 2017 | July 17 & 18 2017confidential
AMP is HERE Study detail (Mobile only)
# of properties 12
Visits (Year-over-year change) +59%
Visits (30 days prior to AMP vs. post
AMP) +34%
Impressions (30 days prior to AMP
vs. post AMP) +54%
2B pages, 900,000 domains
“99 per cent of AMP page loads are
faster than 8 seconds, that’s also
good vs 22 seconds on average for
Non-AMP.
Google Team
Speed 10x higher
Engagement 20x higher
32. ENGAGE 2017 | July 17 & 18 2017confidential
Progressive web app (PWA), the new mobile site
Deployed to a server Accessed via URL Indexed by search
• App-like interaction
• Offline usage
• No need to download
• Push notifications
Why progressive web?
70% higher
conversion
3X less
data usage
33. ENGAGE 2017 | July 17 & 18 2017confidential
From mobile first to AI first
Customer Service Bots
Help with online
FAQs, orders, etc.
Marketing Bots
Guide users to relevant
product or services
Product Bots
Gather usage
data to improve product
34. ENGAGE 2017 | July 17 & 18 2017confidential
Chatbots in action:
Sephora, Tommy Hilfiger, BofA
36. ENGAGE 2017 | July 17 & 18 2017confidential
Key Takeaways
UX is the new SEO Speed is critical ContextpowersAI
Mobile First
Chat Bots, PWA,
AMP
37. ENGAGE 2017 | July 17 & 18 2017confidential
Thank You
Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc
Editor's Notes
Need to take out key take away Dream= Think about where to go
Plan = Plan the trip, where to stay
BOOK = Decide where to stay, pricing
Experience = post-booking, what to DO
Take-aways
Google has learned a lot about “entities”, and the relationships between them. For example, they know that the Empire State Building is a building, and that it has attributes, such as when it was built, an address, nearby restaurants
Schema can help make the purpose and content of your site clear, so information is more appealing for a snippet box. Also ensures information is being displayed correctly
Importance:
Google Rewards websites that properly utilize schema with richer search results
Dramatic increase in traffic & rankings
Especially important with Dillard’s partnership
This content can produce significant SEO benefits, increase user experience, and increase the brand reach if these content pieces are more visible, can easily be shared, and are connected to relevant areas on the website
Increasing visibility starts with the “The Jewelry information page”, which will be the content hub for How To & Tips, Guides, videos, and other services.
This hub provides a centralized location for content that is commonly searched for by users on JA’s site and on Google.
Objective:
Become go-to, authoritative resource on topics
Supplementary content hub
How To’s, Tips, Guides, and Informational Content
Content can be re-purposed across site
Content hub makes it easier for users to find content
Informational Queries are top of the funnel - 80%
Position 0 can returns high conversions –
114% CTR
How user intent and search go together
Highlight Reviews and Behaviors
Listings with Stars leads
http://www.hotelnikkosf.com/reviews.aspx