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Wolfgang Essentials 2016 - Short Talks

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On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks:

Luke: Essential SEO - The Spider Trap
Daniel: Essential SEO - The Native Ad Play
Kevin: Essential SEO - Structured Data
Kenia: Facebook Video VS Youtube
Roisin: The Authentic Advertising Revolution
Anna: The Facebook Audience Triple Play
John: Calculate Your In-store Conversions
Beth: The Web's Most Underrated Conversion Tactic
Alan: SERP Trend

Published in: Marketing
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Wolfgang Essentials 2016 - Short Talks

  1. 1. 1234567
  2. 2. NERD ALERT!
  3. 3. Nine out of fifty-onewebsites audited by the WolfgangSEO teamin thepast twelve monthsaffectedby spider traps. That’s 17.64%, or one insixof our SEO clients heretoday!
  4. 4. Crawl Budget “The amount oftime ornumberofpages Google allocates to crawl a site.” 275*30 = 8250 = estimated monthlycrawl budget
  5. 5. The Infinite Calendar Trap
  6. 6. The Never-EndingURL Trap www.website.com/category/product/product/product/product/product/product/ product/product/product/product/product/product/product/product/product/product/product/product/pr oduct/product/product/product/product/product/product/product/product/product/product/product/prod uct/product/product/product/product/product/product/product/product/product/product/product/produc t/product/product/product/product/product/product/product/product/product/product/product/product/ product/product/product/product/product/product/product/product/product/product/product/product/pr oduct/product/product/product/product/product/product/product/product/product/product/product/prod uct/product/product/product/product/product/product/product/product/product/product/product/produc t/...
  7. 7. The Session ID Trap Often encountered when sites use tracking parameters such as ‘jsessionid’, ‘sid’, ‘opt’, or‘affid’, totrack users without a reliance on cookies
  8. 8. The FacetedNavigation Trap FacetedNavigation aka Mega Menus are great for UXas they: •Permit users to combine selections to zero in on results. •Enable users to make those selections in any order. www.website.com/category/product/ SortByBrand/SortBySize/SortByColour/SortByNumberOfProdu ctsPerPage/SortByPriceHighToLow/SortByPriceLowToHigh/... Products Brands Price Ranges Sort Price High/Low Sizes Colours 2000 50 5 2 5 4 =
  9. 9. There’s loads of different solutions to each of thesespecific crawl issues. Needto determinewhat’s important to your businessand managecrawl budget accordingly.
  10. 10. bit.ly/SpiderTraps
  11. 11. LinksStill Matter! “Icantell youwhat theyare.Itiscontent.And it’slinks pointing toyoursite.” Andrey Lipattsev, Senior SearchQuality Strategist at Google –March 2016
  12. 12. WhyUse Native Ads? • Link from a high Domain Authority website • 53% more likely to beclicked than display ads • Reach a wider audience • Brand exposure • Traffic to your website
  13. 13. A Case Study: American Holidays
  14. 14. The Results:
  15. 15. The Results:
  16. 16. Don’t worrywe’llsort yer titleslide out
  17. 17. Source Implementation Stats
  18. 18. Google Results
  19. 19. What is Structured Data? • Semantic vocabularyadded to the codeof your website • Uses JSON-LD, Schema, Microdata & RDFa • Tells SearchEngines howthe page is structured and not ‘just what it says’
  20. 20. KnowledgeGraph
  21. 21. SERP Search Bar
  22. 22. Ratings & Reviews
  23. 23. The Benefits  Enhance Authority.  Quality signals  Increase CTR.  Attract searcherseyeballs  Improve rankings Source  Optimise Visibility.  Frog hop competitors
  24. 24. The Future Google’s investment inStructured Data:  Schema.org  Structured Data  RichCards  DataHighlighter  Google Structured DataTesting Tool Use Structured Datato optimise visibility,enhance authority &increase CTR.
  25. 25. @WolfgangDigital Facebook Video Vs YouTube Where is your videobudget better spent?
  26. 26. The Results are this shocking!
  27. 27. The Wolfgang Experiment
  28. 28. 3 KeyKPIs Impressions Overall Watched Time Quality Watched Time
  29. 29. Which one should youuse?
  30. 30. Benefits • Great for quality watched time • 5 seconds per impression • Non-completed views (or less than 30sec views) are free! • Great for impressions • Niche (specific target) • Sharable content
  31. 31. The Authentic Advertising Revolution
  32. 32. The AdvertisingU-Turn
  33. 33. Howcan a brand become authentic?
  34. 34. User Generated Content Boosts Authenticity
  35. 35. The #53DegreesNorthChallenge
  36. 36. RedBull#FupOffRain
  37. 37. #TescoMobileChallenge
  38. 38. Being Brave with#GoCreate
  39. 39. #FaceSwapSpaceSwap
  40. 40. Before you start your own UGC campaign…
  41. 41. Is this photo on theirphone already?
  42. 42. Is it a simple brandcoherent idea?
  43. 43. Re-Use the AuthenticImages
  44. 44. Create a Community
  45. 45. …..Have Fun!
  46. 46. Don’t worrywe’llsort yer titleslide out
  47. 47. Videoon social is great BUT can we generate leads and find paying customers from it?
  48. 48. Case Study: Plan International Ireland
  49. 49. Social Media Strategy • Step 1: Brandawareness–Video Campaign • Step 2: Interest:Web Traffic • Step 3: Conversion:Remarketing with Lead Generation Ads
  50. 50. Facebook Triple AudiencePlay Facebook Custom Audience:Video ViewersFacebook Custom Audience: Emails & Lookalikes Facebook Custom Audience: WebsiteVisitors &Lookalikes Leads– FacebookLeadGenerationAds Animated gif??
  51. 51. Video: ‘Stop Child Marriage’ • Step 1: Brandawareness • Facebook loves video! • Verycost effective: avg.Cost perView €0.01 • Developing Custom Audience: VideoViewers
  52. 52. Website Traffic • Step 2: Interest(and Conversions!) • Targeting: Video Viewers and otherCustom Audiences • Developing Custom Audience: Web Visitors • Educate users … andgeneratedonations
  53. 53. NEW! Facebook Lead GenerationAds • Step 3: Conversions • Innovative ad format • Remarketing Campaign • Targeting: Custom Audiences (Video Viewers, Website Visitors)
  54. 54. Results • Brandawareness:nearly 200,000 video views at €0.005 (!) • Interest:Facebook ads were2nd highest source of traffic to website • Website Conversions:+90% vs. previous period • Leads: 75% cheaper than TV • Advocacy:thousands of comments, shares and likes
  55. 55. Put your brand in front of your target audience, capture them as Custom Audiences, bring them on a journey anddrive results!
  56. 56. ROPO
  57. 57. Is ROPO impactingyour Business? Howmany of us ROPO? Big ticket items UserID View AdWords & Analytics data
  58. 58. Distance FromLocation Extension
  59. 59. Geo Report Within Analytics
  60. 60. Data in Distance Groups 1.41% 1.36% 1.62% 1.80% 2.63% 2.95% 4.07% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% <10km 10 to 20 20 to 30 30 to 50 50 to 100 100 to 150 150+ Conversion Rate & Distance From Store Conversion Rate ‘Natural’ Conversion Rate
  61. 61. Estimating ROPO Took conversion rate from sessions 150+km – 4.07% Subtract conversion ratefrom <20km groups – 1.41% 2.66% estimated ROPO conversion rate for people living within 20km
  62. 62. Every onlinesale from within20kmled to another 2 in store Over 80% of sessions came from withinthis <20km area
  63. 63. For every $92 spent acquiring customers, just $1 is spent converting them Econsultancy’s Conversion RateOptimisation Report
  64. 64. Improve PageRelevancy
  65. 65. 159% conversion rate lift!
  66. 66. Simplify the EnquiryProcess
  67. 67. 798% conversion rate lift!
  68. 68. Simplify the Enquiry Form
  69. 69. 108% conversion rate lift!
  70. 70. Key Takeaways Identify large portions of relevant trafficand improve landing page relevancyfor this traffic Simplifytheenquiry process Simplifythe enquiry form
  71. 71. Answerson the SERP
  72. 72. Conversions on the SERP
  73. 73. Conversions on the SERP
  74. 74. Conversions on the SERP
  75. 75. Purchaseson the SERP
  76. 76. Red: 23rd June2015 Green: 25th June2015 Q: What date did Google Announce its Analytics & Adwords integrationfor Audiences?
  77. 77. Red: Yes Green: No Q: You have a 20 second video and you promote it in YouTube. If I watched 18 seconds of your video would you have to pay for thatview?
  78. 78. Red: True Green: False Q: You can view Facebook Canvas on both desktop and mobile.
  79. 79. Red: 14% Green: 40% Q: What proportion of Irish adspend goes online?
  80. 80. Red: True Green: False Q: Users willsee Structured Data on your website.
  81. 81. Red: proportional model Green: linear model Q: Which attributionmodel credits allchannelsequally?
  82. 82. Red: False Green: True Q: All analytics users can now track Cross Device Transactions via theCross Device Report.
  83. 83. Red: 3 Green: 4 Q: Up to how many paid search results can show on top of thedesktop SERP?
  84. 84. Red: True Green: False Q: Facebook allows advertisers retarget everybody who has seena multi-productad.
  85. 85. Red: True Green: False Q: According to the IAB, adspend on VOD eclipsed Classifieds in 2015.
  86. 86. Red: Brendan Green: Rob Q: The 4 Wolfgangers with Mozblogs are Alan, Kenia,Ciaran and
  87. 87. Red: True Green: False Q: Google’s new CustomAudiences allows advertisers upload emailaddresses to analytics and create audiences from there.
  88. 88. 78 Q: TIEBREAKER: Wolfgang Digitalhave how many clients?

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