If you build it, will they come?

www.mediavisioninteractive.com
DIGITAL GROWTH DAY
DIGITAL 1 GROWTH DAY - SEPTEMBER 2014
September 2014

If you build it
they will come….
Or not?

Build What
exactly?
Building a perfectly optimised website is
not a one-off affair. It needs to integrate
into the broader marketing plan. Without
continuous enhancement and promotion,
it simply won't fly.
If you build it
they will come….
Or not?

Thomas Schonenberger,
Founding Director
Thomas is one of the founding directors of
MediaVision. Senior Digital Strategist working
on key accounts, also involved with
the day-to-day running of the agency,
specifically Partner Development and
managing the Sales Team.
@schonenberger
Katia Pereira, Head of Client Services
8 years experience in building client
relationships, planning and managing cross-digital
campaigns with a strong focus on
SEO. Heads up Client Services at MediaVision
and is a Senior Strategist working across key
accounts. Previous roles in key client service
management and digital strategy at eBay
advertising and Digitas Lbi.
@katiapereira

Who are you?

A couple of thoughts…
Websites serve different purposes:
• Informational, Brand or Corporate sites
• E-commerce / Lead generation
Targets
• You haven’t set any!?
• What does success look like?
Question:
What do you think will be the most important
considerations in driving traffic to your site?

Why is this important?
• You’re talking to people, treat them with respect!
• It steers your integrated campaigns. Every piece of content you release needs
Take a step back - Know your audience
• Have you defined personas?
• What are your competitors doing?
to be properly targeted.

http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

Customer journey to online purchase
http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Target your content

Traffic drivers
What you really
want is diversity,
traffic from
multiple sources
and activities:
Online
Videos
Forums
Social
Bookmark-ing
News/
Media/
PR SEO
INBOUND
MARKETING
(Find your
Audience
Organically on
the Web)
Email
Research/
White
Papers
Infogra-phics
Social
Networks
Webinars
Docum-ent
Sharing
Word of
mouth
Prodcasts
Q&A Sites
Type-in
Traffic
Direct/Ref
erring Links
Comment
Marketing
Blogs +
Blogging

Good distribution
in analytics Organic Search
The proof!
11,4%
Paid Serach
Direct
Referral
Email
Social
(Other)
Display
41,2%
29,4%
11,9%

Build the

Next steps – Where to start?
Some considerations:
Timescales Complexity
vs Reward
Resources &
Roles
Process &
Budget workflow

Consider the options
Organic –
Long Haul,
but cost
effective in
the end
E-mail –
Tried and
trusted, high
conversion
Social –
Very little
(measurable)
conversion
Referral –
Your
reputation –
It’s going to
need work!
Paid – Quick
turnaround,
high cost

Design a
strategy

• Have an Integrated approach. Know which channels you can target.
• How does your marketing calendar look, what else do you have planned for
the year? How are you planning to promote those key events, campaigns.
• How are you going to measure the success of your strategy, KPIs?
Next steps – Design a strategy
• Build up your “editorial calendar” – What’s that?
• What channels are you forgetting?
• Build the Brand!

Next steps – Don’t forget the basics – On-site SEO
The importance of Organic search cannot be disputed. Get the basics right!
On-site SEO. Get a checklist and make sure you have a clear plan:
• Do you know which keywords are relevant? Be specific, not broad. Search
• Do you have a Content Plan that maps the keywords to pages & sections?
• Meta Data!
• Rich snippets / structured data markup.
• Is the site technically fit? Sitemap, robots.txt, Ajax, Javascript,
• Site architecture - Do a crawl (ScreamingFrog) – Are you making it difficult for
Volume is key.
canonicalisation, cross links, etc.
the engines to crawl all your pages?
• Check Webmaster tools!

Now that your website foundation is strong, you have a clear plan
on all the channels that you are going to use and how...
This alone won’t get you traffic,
but is essential to laying foundations.
…Now what?

Next steps – Benchmark & plan to measure
Have you set
up your
analytics in
GA?
Do you have
access to
Webmaster
Tools?
How are you
monitoring
your rankings?
Social
listening?
customers &
consumers
Define KPI’s
and
objectives
Benchmark based on the above!

Make sure that this is built into your plan so that you can Build, Measure, Learn,
Rinse, Repeat
Learn Build
Measure

What does Google say?

Here’s
what Google used to say
about how to improve
rankings in their search
engine results :
“In general, webmasters
can improve the rank of
their sites by increasing
the number of high-quality
sites that link to
their pages.”
Here’s what they
say today...
“In general, webmasters
can improve the rank of
their sites by creating
high-quality sites that
users will want to use
and share.”
What does Google say?
Read between
the lines:
Google needs to keep
their “clients” happy by
ensuring the quality of
their search results.
The best ones win!

Does your website actually have the answer the visitor is looking
for? (content)
Have other people found this content useful? (links, social
signals, time on site, bounce rate, etc.)
How trusted is your website compared to the other websites?
(Do high profile sites like you?)
How does Google know your site is relevant?
So you really need to ask yourself some questions!
1
2
3

More relevant Well-cited
A simple set of rules to follow...
Higher quality
Has enticing
search result
snippets(CTR)
More
accessible
Make the
brand more
recognisable
and
engaging!
Make sure
your site and
each part of it
is:

A simple set of rules to follow...
Whitepaper:
Searchmetrics-ranking-factor-study-2014
Refer to your
print out

So how do we get digital growth?
Promote the
fact that you
have it on all
channels
Build your
brand!
Provide
information to
your audience
that is really
useful.
MEASURE!
Stop, look,
think. Is what
you are doing
actually
working?
Do so in a
structured
way
Rinse and
repeat that
which works.
See previous
slide! Do those
points well.
How do you
stand out? What
makes you
unique? Find the
angle to sell in.
Incorporate that
into the editorial
calendar.

You need Social Media You need Digital PR
If you build it they won’t just come
That will drive the links

If visitors like what they see, Google will know!
If Google’s users like it, then Google will send
(they know everything!)
more your way! Simple!
Think “People”, not “Visits”

Over to you…
Thomas Schonenberger
thomas@mediavisioninteractive.com
Katia Pereira
katia@mediavisioninteractive.com
@mediavision

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