Digital marketing has never changed at a faster pace that it does today. How can you keep pace while keeping search engines happy - and ultimately earn more customers? In this "Inbound Marketing BarCamp" presentation, seasoned marketing veteran Dustin Clark takes you through technical and contextual aspects of the ideal loving relationship you need with Google.
9. ARE WE MISSING THE SIGNAL?
Businesses have the
same marketing
problems:
• New Brands
• New Websites
• New Content
• New Outreach
OR DO THEY?
#GLoveLetters @DustinAClark
10. • We run the marketing rat
race in order to be:
• Bigger
• Faster
• Harder
WE’RE RUNNING TO PLAY CATCH-UP –
AND WE’RE FORGETTING THE BASICS
#GLoveLetters @DustinAClark
11. • We try to fill the gaps by
making marketing:
• Simpler
• Smaller
• More Modern
WE’RE RUNNING TO PLAY CATCH-UP –
AND WE’RE FORGETTING THE BASICS
#GLoveLetters @DustinAClark
12. HOW OFTEN DO YOU
HEAR, SEE, OR DO THESE?
• Publish a quick webpage – a paragraph and image or two
• Trim the long-form content – no one reads it anyway
• Emphasize the Form over the Function – big imagery, little
content or context
• Simplify the website user experience by reducing pages or
consolidating content
• Push the campaign out to beat deadline, and “fix it later”
#GLoveLetters @DustinAClark
13. THE WORDS
MODERN & MOBILE
DO NOT EQUAL
SIMPLE & LESS IS MORE
#GLoveLetters @DustinAClark
15. WE KEEP GETTING THE BASICS…
WRONG
• Metadata is screwed up
• Pages have no clear
information hierarchy
• Users can’t do what they
want
• Functionality is a slave
to form
#GLoveLetters @DustinAClark
16. THE BASICS ARE BEING IGNORED
IN THE SIMPLE, LESS IS
MORE WORLD…
#GLoveLetters @DustinAClark
17. INBOUND MARKETING BARCAMP
On a 20-page website:
• 11 unoptimized
meta titles
• 12 unoptimized
meta descriptions
#GLoveLetters @DustinAClark
18. ELEMENT THREE
On an 1,100-page
website:
• 500 unoptimized
meta titles
• 300 unoptimized
meta descriptions
• Unoptimized image
sizes
#GLoveLetters @DustinAClark
19. • SEO
• 99% have optimized
meta descriptions
• 80% have optimized H1s
• 150+ internal links
• 10+ images
• 1200+ words
• 33% responsive design
• UX
• 35% or lower Bounce
Rate
• 19% average Click
Through Rate
• 120+ seconds on Page
per visit
• Page load time average
of 1.16 seconds
2015 GOOGLE SERP STUDY
RANKING FACTORS FOR TOP 10 RESULTS
#GLoveLetters @DustinAClark
20. SEO AND UX ARE
INEXTRICABLY
LINKED
#GLoveLetters @DustinAClark
22. CASE STUDY: HERE COMES THE BUS
METADATA IMPROVEMENTS
Just by updating meta
titles and descriptions:
• Clicks improved
7.2%
• Click Through Rate
improved 15.4%
• New Visits
improved 8.1%
• Bounce Rate
improved 10.9%
#GLoveLetters @DustinAClark
23. AIRSTREAM “CHOOSE YOUR OWN” TOOL
CASE STUDY: REDESIGN POPULAR
TOOL TO INCREASE ACTIVITY
#GLoveLetters @DustinAClark
24. Redesigned tool
• 490% increase in
overall web traffic
to the tool
• 31.23% increase in
page views across
the website
• Tool now includes
three conversion
points
CASE STUDY: AIRSTREAM CHOOSE
YOUR OWN TOOL
#GLoveLetters @DustinAClark
25. SEO AND UX ARE NOW LINKED.
TO MOVE THE NEEDLE IN SEO, CREATE GOOD UX.
INTERNAL LINKING MATTERS.
RESPONSIVE DESIGN MATTERS.
#GLoveLetters @DustinAClark
26. • SEO
• Google Analytics
• Google Webmaster
Tools
• Google PageSpeed
Insights
• Google Mobile Friendly
Test
• UX
• Hotjar
• Unbounce
• Google Webmaster
Tools
• Google PageSpeed
Insights
• Google Mobile Friendly
Test
INDESPENSIBLE TOOLS FOR YOUR DIGITAL
MARKETING MACHINE
#GLoveLetters @DustinAClark
27. What about the Internet of Things?
Image: Amazon
#GLoveLetters @DustinAClark
29. HOW DOES GOOGLE WORK?
• Catalogs the
internet
• Queries its
database
• Compares info in
DB to search query
• Delivers results
Image: Plexis
#GLoveLetters @DustinAClark
30. LANGUAGE IS EVERYTHING
Internet of Thing uses
data to deliver results
• Siri, Cortana,
Google Now
• GPS and Maps
• Voice-responsive
devices like
Amazon Echo
Image: Wired
#GLoveLetters @DustinAClark
31. Source: Cisco
BY 2020, 50 BILLION “THINGS” WILL BE
CONNECTED TO THE INTERNET
#GLoveLetters @DustinAClark
32. METADATA IS THE
GROUNDWORK FOR TOMORROW.
SKIP IT AND YOU’LL BE
FORGOTTEN IN THE FUTURE.
#GLoveLetters @DustinAClark
DESIGN: would be fun to figure out a “love” theme that could run through the preso visually – not a necessity, add #GLoveLetters and @DustinAClark to intro slide
AS MUCH OF THIS DESIGN SHOULD BE DONE IN POWERPOINT AS POSSIBLE to make for easy editting
DESIGN: visual reference to speed – not a necessity, add #GoogleLoveLetters and @DustinAClark and E3 logo to footer in a way that can carry throughout
DESIGN: Computer or database icon
DESIGN: eBook or book icon
DESIGN: smartphone icon
DESIGN: Ad icon
Ref: https://thenounproject.com/search/?q=advertisement&i=104274
DESIGN: little widget or social media icon (or three to keep family of three on screen as in template)
DESIGN: Where’s the Love is key line here, quote slide, maybe hearts as you mentioned Kevin
DESIGN: cell tower or antenna photo, challenge with this slide template is that it’s going to be VERY hard to read from the back of a large conference room
DESIGN: pain point here is forgetting the basics, an image looking forgetful or like someone is making an elementary mistake, if this needed to break into two slides – it could to fit visuals
DESIGN: pain point here is forgetting the basics, an image looking forgetful or like someone is making an elementary mistake, if this needed to break into two slides – it could to fit visuals
DESIGN: just text here, these lines could be quotes
DESIGN: goal here is quote slide folks will take pics of and share on social, Cap’s line is “We’ve interpreted ‘modern’ and ‘mobile’ to mean ‘simple’ and ‘less is more.’ That is completely wrong.”
DESIGN: same image as slide 3
DESIGN: could be check boxes with red X’s in them because this is stuff folks are getting wrong recently
DESIGN: another quote slide
DESIGN: inbound marketing camp website screencap, could be in a monitor for a nice container – like so https://image.freepik.com/free-psd/apple-products-templates_339-292935116.jpg
DESIGN: same treatment here as prior slide, but showing Element Three new website
DESIGN: should be text heavy here, Cap covering lots of stats pretty quickly, could break into two slides if needed
DESIGN: quote slide
DESIGN: could be on a picketing sign…the point here is that this message is a lie, could be lie detector / polygraph test image http://www.istockphoto.com/photo/polygraph-needle-and-drawing-39952304?st=a09d05d
DESIGN: same treatment as slide 16 and 17, but showing Here Comes The Bus website, you’ll need E3 login to get a good screencap -
DESIGN: same treatment as slide 16 and 17, but showing Airstream Choose Your Own Tool
DESIGN: quote slide
DESIGN: straight forward text slide
DESIGN: image of Amazon Echo or similar device http://s3-us-west-2.amazonaws.com/geekslife/wp-content/uploads/2015/07/06173623/Amazon-Echo-on-Geeks-Life-On-Air.jpg
https://gigaom.com/wp-content/uploads/sites/1/2014/07/img_4375-640x427.jpg
DESIGN: image something showing how humanity is working with IoT… could be something like http://www.shutterstock.com/pic-191161271/stock-photo-female-human-and-robot-s-hands-as-a-symbol-of-connection-between-people-and-artificial-intelligence.html?src=YpioRx61zUaVdJrbRctAVA-1-2
Or http://www.wired.com/images_blogs/gadgetlab/2013/03/130318_siri_0078-660x440.jpg
DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html
DESIGN: quote slide
DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html
DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html