In-House Marketing The Ultimate Team Sport by Simon Heseltine
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The document discusses search engine optimization and marketing strategies for an apartment rental company. It addresses topics like content marketing, search engine algorithms, paid search advertising, mobile optimization, and integrating different channels like SEO, SEM, display advertising, and partnerships into a cohesive search strategy. Key recommendations include testing different content types, having an integrated marketing strategy that combines channels, and ensuring the marketing team works collaboratively.
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In-House Marketing The Ultimate Team Sport by Simon Heseltine
- 1. 9/15/2017 In-House Marketing The Ultimate Team Sport
- 2. @SimonHeseltine @AptsForRent Who am I? Not this guy
- 4. @SimonHeseltine @AptsForRent Where I am now
- 5. @SimonHeseltine @AptsForRent What marketing channels still work?
- 6. @SimonHeseltine @AptsForRent SEO is DEAD!!!
- 7. @SimonHeseltine @AptsForRent Paid Search is DEAD!!!
- 8. @SimonHeseltine @AptsForRent Content Marketing is DEAD!!!
- 9. @SimonHeseltine @AptsForRent What to think about SEO
- 10. @SimonHeseltine @AptsForRent So should we panic?
- 11. @SimonHeseltine @AptsForRent What to think about SEO
- 13. @SimonHeseltine @AptsForRent What to think about SEO seo is still a powerful traffic driver for most brands
- 14. @SimonHeseltine @AptsForRent What to think about SEO “The goal of SEO is not to put wings on a pig, but to genetically reengineer the pig into an eagle.” Bruce Clay
- 15. @SimonHeseltine @AptsForRent Wings on a pig…
- 16. @SimonHeseltine @AptsForRent The evolution of SEO
- 17. @SimonHeseltine @AptsForRent The goals of SEO
- 18. @SimonHeseltine @AptsForRent The goals of SEO Attract Goal: Targeting renters w/o a particular brand search in mind Engage Goal: We’ve got the prospect interested in our brand, now get them to more content that will answer their questions and provide them the best fit apartments Convert Goal: As the prospect digs deeper, present them with the opportunity to convert to whatever action we want
- 19. @SimonHeseltine @AptsForRent What does a Digital Marketing team do? • Audits • Trouble shooting • Keyword research • Analytics / Reporting • Search Engine Algorithm Update monitoring • Informs teams on the latest changes in the search engines (Pandas & Penguins, PPC updates etc.) • Training • General evangelism • Vendor / Tools management • Content strategy • Strategic planning • Relationship building • Migration assistance / Site Launches • Conversion Rate Optimization
- 20. @SimonHeseltine @AptsForRent What type of content is best?
- 21. @SimonHeseltine @AptsForRent SEO – The more things change…
- 22. @SimonHeseltine @AptsForRent SEO – The more they stay the same… “Content is a top 2 ranking factor” – Andrey Lipattsev, Google 2016
- 23. @SimonHeseltine @AptsForRent ForRent and SEO Content Quality
- 24. @SimonHeseltine @AptsForRent ForRent and SEO Content Quality What Questions are people asking? - Cost of living - Culture - Jobs & employment - Sports - Universities - Things to see and do - Neighborhood information - Local cities
- 28. @SimonHeseltine @AptsForRent ForRent blog and SEO Links & engagement
- 29. @SimonHeseltine @AptsForRent ForRent blog and SEO
- 30. @SimonHeseltine @AptsForRent ForRent blog and SEO Links & engagement
- 33. @SimonHeseltine @AptsForRent ForRent and external content
- 37. @SimonHeseltine @AptsForRent 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment 2017 – Sophisticate • Automated strategies • Leverage audience data to efficiently target converters • Layer external data for better insights / smarter decisions 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment Paid SearchStrategy
- 38. @SimonHeseltine @AptsForRent PPC Evolution RLSA Audience List – remarketing list for search ads allow you to change bids and messaging based on the way site visitors have previously used and interacted with your site 50% uplift in leads Cost savings: $359K DSA RLSA - dynamic search ads with remarketing lists for search ads allow you to drive paid traffic to your site using Google’s organic web-crawling algorithm as well as user’s past behavior on your site 44% uplift in leads Cost savings: $38K
- 39. @SimonHeseltine @AptsForRent PPC Evolution DSA – dynamic search ads allow you to drive paid traffic to your site using Google’s organic web- crawling algorithm 7% uplift in leads Cost savings: $13K Age & Gender Bidding – bid modifications allow you to bid more or less on users based on their age and/or gender 30% increase in clickthru rate 9% avg increase in conversion rate
- 40. @SimonHeseltine @AptsForRent What about targeting?
- 45. @SimonHeseltine @AptsForRent What about Mobile Search?
- 46. @SimonHeseltine @AptsForRent Mobile PPC taking off
- 47. @SimonHeseltine @AptsForRent The mobile revolution
- 48. @SimonHeseltine @AptsForRent The mobile revolution 2018: Google is moving to a “Mobile First” index. Sites that excel at mobile will be those that prosper.
- 49. @SimonHeseltine @AptsForRent The mobile revolution
- 50. @SimonHeseltine @AptsForRent The mobile revolution
- 51. @SimonHeseltine @AptsForRent The mobile revolution 2/3 OF THE ORGANIC TRAFFIC TO FRC IS FROM MOBILE DEVICES
- 52. @SimonHeseltine @AptsForRent ForRent and mobile SEO Responsive Design
- 53. @SimonHeseltine @AptsForRent ForRent and mobile SEO AMP
- 54. @SimonHeseltine @AptsForRent ForRent and mobile SEO AMP
- 57. @SimonHeseltine @AptsForRent Integrated Search strategy Desktop SEO Mobile SEO SEM Display Partnerships Branding
- 58. @SimonHeseltine @AptsForRent Takeaways • Don’t listen to everyone else; test, test, test • Try different types of content, see what resonates • An integrated marketing strategy works best • An integrated team works best
- 59. 9/15/2017 Sitting ovation* followed by questions * Suggested response ;)