Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
2. Why can I talk about digital?
I have been doing online marketing & SEO since the late 90’s.
I learnt my trade & survived the dot-com bubble before driving ROI
from natural search and other channels for competitive companies in
challenging verticals.
In Oct 2013, founded my own agency SESOME.
Previous roles held
• Head of Inbound Marketing at My Destination.com
• Head of SEO, for Thomas Cook Group
• Global Director of SEO for Hotels.com
• Head of Search for HomeAway Group Europe
• Online marketing manager at Linguaphone
Find me >
@adrianland | adrianland.uk | sesome.co.uk
3. Why is online important?
• In 2014, 38 million adults (76%) in GB
accessed the internet every day
• Access via a mobile device is now
58%, up from 24% in 2010
• 74% of adults bought goods or
services online, up from 53% in 2008
• Home broadband is now at 91% of GB
households
Source: ONS.gov.uk
4. Marketing – let’s define
“It is no longer enough to satisfy your
customers. You must delight them”
“The most important thing is to forecast
where customers are moving and be in
front of them”
Philip Kotler
11. There are many online ways of attracting visitors
SEO PPC Banners Affiliate
Email
Social
Media
Partners
Conversion
Retention &
Loyalty
12. ROPO – Research Online, Purchase Offline
Or, research offline and purchase online
Main reasons to ROPO
• Shopper wants to view the item up close
• Shopper wants it quicker than you can deliver
• Shopper doesn’t want to pay for delivery
• Shopper may be afraid of buying online
• Shopper wants to research in private
• Shopper wants to check & compare prices
• Shopper cant get to your store
• Decision making process involves multiple people
and is emotionally involving
So, even if you get them in your shop, they may check reviews, alternative searches,
price comparisons or simple cognitive dissidence!
Source: Google
14. Why is search important?
• 65% of sessions online start with a search*
• Search is getting very specific
• Types: Websites, Images, Maps, Shopping, Blogs, Video, Places, Discussions, Academic, Patents etc.
• Frequency: By hour, day, specific date, years
• Location: Given and implied
• Search isn’t just Google anymore. What about YouTube, Facebook etc.
• 3 types of keywords
• Brand / Navigational
• Transactional
• Informational
Keywords imply users intent and needs!
* Made that up – couldn’t find a reliable stat – but it is a lot!
15. If your customers are looking for you
And you don’t rank, others will!
17. What is SEO?
“The process of improving the volume and/or quality of traffic to a web
site or a web page via ‘natural’ or unpaid practices”
Personalised SERPs based on your search history, your open graph, your social media
interactions, thematically related search, ‘suggest’/’instant’, and now your other Google
products & services you use
18. Search has gone mobile
What clues do you also (unknowingly) give
57 other clues including:
• GPS location – current
and previous
• Your device
• Your search history
19. >200 to >500 ranking factors*
* Depends on who is guessing
20. How does SEO work? [A quick bit of geekyness!]
1.
2.
3.
23. Evolution of search
But the mission of the engines is still to give the best, most relevant
results to their users And, our objectives are still the same
What has changed in Google?
24. Panda, Penguins and Hummingbirds
On site
Rewarded quality
content, code,
speed, engagement
Off site
Penalised ‘poor’
link profiles
Rewrite of the algo
NLP and sentiment.
Rewarded answers
and knowledge
26. Using the whole search term…
OLD SEO: How do I rank for this keyword?
NEW SEO: How do I answer my users questions?
… and not just keywords
Plus, other clues to understand your query to
provide you the answer
31. What is link building? And, why is it important?
Once you have a clean, fast
site, with great content you
need to prove you are
relevant to your potential
audience
Reputation building is next!
33. Earning peoples attention, as opposed to borrowing/buying it
Brands and Innovators have an
unique advantage:
• High quality creative
• Quality & focused content
• Cutting edge
products/services
• Big data
• A brand that resonates and
is worthy of being talked
about
34. The evolution of link building
When a technique is overused and abused it
gets down weighted in the signals it gives
Over used and called out:
• Reciprocal link exchanges
• Buying old domains
• Easy directories
• Article submissions, content spinning
• Bought links
• Blogroll & footer links
• Bulk social bookmarking
• Guest blogging [for SEO-only approach]
• Blog commenting
35. Strong content
• Make your content great
• Make it relevant and
engaging
• Quality – “panda questions”
• Gentle keyword usage
• Make it shareable
Types of Content
Tell a story, Interviews, Rants, Infographics, music, Case-study/research, What ifs,
Predictions, Stupid and Funny, Contests, Deals, News, Comparisons, Reviews, How to's,
Polls and surveys, Resource centres & Lists - digests
36. What do people get wrong?
• User experience & engagement
• Search and Social isn’t built in from the ground up
• In-accessibility!
• Not designed for mobile (responsive design)
• Lack unique content
• Little or no consumer engagement or delight
• Slow and error prone sites
• Non-joined up marketing channels, and siloed reporting
that reinforces what they think they know
• Assume that if you build a website customer will just
come!
37. Overall Inbound Strategy
Social Media
& Author
Reporting, data & insight
Rank
Content &
onsite
optimisation
Tech & Dev
teams
User
Experience
IA and user
engagement
Reputation
building
Link building,
PR, citations
Teams to be united with single focus
41. Semantic & entity search
• Multi platform
• & multi location
• Answers rather than listings
• Semantic understanding
• Predicting your needs
• Integrating with your life
• Recommendations and referrals
• Local, local, local
• And, a lot more of it!
43. Who are SESOME?
SESOME is a new London based agency who’s aim is to build
brand authority online through inbound marketing & SEO.
What do we do?
SESOME offers a range of package and bespoke services in SEO
[marketing and technical], Social Media Campaigns, Creative &
Design, CRO that are accessible to SME and big-blue-chip
companies alike.
SESOME also offers consultancy and training services.
44. How do we do it. Our outreach methodology
Objectives
set
Data &
Insights
Target group
identification
Brainstorm
ideas
Creative
development
Production,
then
Sign off
Outreach
process
Reporting
& insights
extracted
SESOME will focus on a series of target
groups, understand them and then target
the right creative to earn their attention
Every assets has multiple purposes e.g.
an eBook with be used on the blog,
words & images in social, contributors to
ego-push too etcetera OR hero content
to work across social, to have
digests/summaries for the blog etcetera
Destination
Cluster or
thematic
grouping
